If you’re doing webinars where you sell something at the end, typically, that’s when you also deal with buying objections. Having sold over $100,000,000 on webinars, I’ve found it much more effective to bring up objections in the first few minutes of a webinar.

When creating your webinar, you should come up with a list of key objections. These will be a mix of universal objections and topic-specific objections.

Universal Objections

  • Money: I’m concerned I’ll have to spend a lot of money in order to do this right.
  • Time: I already don’t have enough time and now asking for more?
  • Belief: I’ve tried to solve this problem before and couldn’t. Why should this be different?
  • Ability: I’m not sure I’ll ever be able to do this, no matter how hard I try.
  • Trust: Why should I believe it works the way you say it does?
  • Fear: What if I fail? How will this take me out of my comfort zone?
  • Confusion: Where do I start, and can I do this in my “unique” situation?
  • Timing: Why should I do this now as opposed to later or never?

You won’t need to cover every single one of these. Typically, I’ll address money, time, and one or two of these additional universal objections that I feel are most related to my content and product.

Topic Specific Objections

My most successful webinar taught people how to private label and sell physical products on Amazon. Specific objections I’d address in the introduction included:

  • I’m not in the United States; can I do this?
  • What are the profit margins?
  • Will I have to fill my garage up with a bunch of inventory?
  • Is this opportunity saturated?

It’s rare your audience has no existing biases related to your topic. The longer you go without bringing these up and directly addressing them, the more likely your audience will be resistant to your content.

You probably already know the product specific objections commonly encountered when selling your product. Bring your biggest three up in the introduction, then use my objection formula to dismantle each one.

Objection Formula

The formula contains three parts: (1) acknowledge and soften, (2) validate and reframe, and (3) present a target.

Acknowledge and soften.

“You may be wondering whether you can or can’t do what I’m going to share with you today.”

This sounds a lot better than “You are absolutely worried that you can’t possibly do anything I’m about to show you.”

“You may be wondering” is softer than “You absolutely are worried”. See how I’m acknowledging the objection, while simultaneously diminishing its bite?

Validate and reframe.

After acknowledging the objection above, here is how you can validate it, while also reframing it to something more empowering:

“This is a reasonable consideration because what you’re really wanting to know is this – will this time be different? Will you finally get the results you’ve been looking for?”

The reframe is how I move the focus from failure to possibility.

Present a target.

“I believe it will, and as we go through the presentation today, I’m going to show you how this unique approach works for different people from all different backgrounds, each and every one with their own unique set of challenges they bring to the table. So look for that, and it should help you see that you, in fact, can do this.”

When you ask someone to look for something, it’s amazing how often they find it. Here, you tell your audience to look for evidence that validates successes.

Putting It All Together

It only takes a few minutes in your introduction, but right away you’ve weakened or completely  destroyed the very hurdles stopping your audience from moving forward with your solution. Now, when you present the information of how to move forward and how your product or service can help, you’ll notice how much easier it is to make sales.

Most people tend to avoid bringing up objections because its confrontational. However, ignoring the objections only allows them to fester throughout your webinar. Address these objections immediately, and the rest of your webinar will have more impact.