The sales process · Lead generation
Most webinars fail three weeks before they start, when nobody was invited.
A webinar is an online session where somebody from your business answers one question a group of buyers actually has. The hour itself is the easy part. Filling it with the right people, and using the recording for months afterwards, is the work. GullySales plans the invitations and the follow-up around that.
Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.
In one paragraph
A webinar is an online session where somebody from your business answers one question a group of buyers actually has. The hour itself is the easy part. Filling it with the right people, and using the recording for months afterwards, is the work. GullySales plans the invitations and the follow-up around that.
The presentation is the part owners worry about, and the part that matters least. A plain session with nine of the right people in it beats a polished one with ninety of the wrong ones. That difference was settled weeks earlier, by who was invited.
So plan backwards from the date. Three weeks out, the invitation list has names on it. Two weeks out, the first invitation goes. A reminder the day before, another an hour before, because somebody who signed up a fortnight ago has forgotten. The recording goes to everyone who registered, including those who never turned up.
Channel sales partners, the step before, hands you a ready audience of dealers and their customers in towns you will not visit this year. Free consultations, the step after, fits on the end of this one. An attendee who asks a specific question during the session is exactly the person to offer an hour to.
Where this sits
Stage 4 of 10, lead generation. The routes an enquiry can arrive by, and what each one costs in money or in time.
- The stage before
- Prospecting
- The stage after
- Sales enablement
If you want this done for you
Get the right ten people in the room instead of a hundred who will not buy.
The work
What this step is actually like.
“The recording outlives the session”
Most of the value arrives after the live hour. The recording answers the same question for the next buyer who searches for it. It gets sent to a prospect who asked something similar, and it sits on a page of your site under that question. Record it properly even if four people attend.
“Promotion is a list, not a poster”
A graphic on your social page is not promotion. Promotion is a named list: enquiries that went quiet, customers who asked this exact question, the dealer with twenty customers who have this problem. Somebody has to send those messages one at a time and reply to the people who answer.
“One question, not a company overview”
Build the session on a question a buyer has asked you out loud. How do I know whether my machine is under-loaded? What does a school inspection actually check? Ten minutes of that, answered honestly, beats an hour of slides about your history and your values.
“When not to run one”
With twelve possible customers, ring them instead. A webinar is how you speak to people you cannot afford to visit, and with a short enough list the visit converts better anyway. If nobody in your business can hold an audience for half an hour, fix that before booking a date.
What we do
What you end up with.
The artefacts this step produces, what each one is for, and how you know it is finished.
The invitation list
A spreadsheet built before the date is fixed, with columns for name, company, role, where they came from, invited on, reminded on, attended, and watched the recording. The same sheet is your follow-up list the next morning.
Result: You can say who was in the room and why each of them was asked.
The promotion calendar
Who sends what, on which day, across the three weeks before. Include the message an hour before the session, which is the one that decides attendance, and the recording that goes out the next day.
Result: Nobody discovers on the morning of the session that invitations went out once.
The session outline
One question at the top, the three parts of the answer, a demonstration or a real example in the middle, then questions with nothing scripted. Plan it fifteen minutes shorter than the slot.
Result: A presenter runs the session from one page and still finishes on time.
The follow-up note
One line written against every name by the following day: what they asked, what you are sending, who calls. People who registered and did not attend get the recording and the same question.
Result: The list is worked while people still remember signing up for it.
Where this fits
Three pieces of sales work, in this order.
This work sits inside sales process design, at stage 1, prospecting and lead generation. The audit comes before it, and sales management keeps it running.
Step 1
Sales audit
Find where deals are being lost and what to fix first.
Start here if you cannot say where orders are lost.
Step 2 · you are here
Sales process design
One written way to sell, from first enquiry to repeat order.
Start here if every salesperson sells differently.
Step 3
Sales management
A target, a review routine and someone who owns the number.
Start here if the team has targets and no routine.
FAQ
Questions owners ask before they call.
Not here? More answers, or ask on WhatsApp.
How many people should attend for it to be worth it?
Should the webinar be live or recorded?
What do we do with people who register and never attend?
Who has to be involved from our side?
How much does it cost?
How long is the contract?
How soon will we see results?
Who will actually do the work?
What do you need from us?
What if we are not happy with the work?
Where to go next
The work that carries this step further.
The rest of lead generation
Or read the whole sales process in order.
Your next practical step
Tell us what you are trying to grow, and we will read it before we call.
Eight short steps, mostly taps. Skip anything you would rather answer on the call.