Creating Engaging Sales Scripts for Webinars

Most webinars flop because they feel like lectures You get a boring deck A 45-minute monologue An audience that checks email the whole time Then silence No pipeline No follow-up No ROI I’ve helped teams fix this. Here’s what actually works 1. Start with the audience Before anything else Ask who you’re helping And why they would stop what they’re doing to listen If that part isn’t clear You’re not ready to plan 2. Break the format No long monologues No one wants to sit through that Use short segments Switch between speakers Have someone guide the energy like a podcast host 3. Use every interaction as intel Your polls and forms are gold Ask things like What’s your top priority this quarter What tool are you replacing Now sales has context Not just names 4. Keep faces on screen People connect with people Not slides If you wouldn’t show a deck in a coffee meeting Don’t show one here 5. Change what success means Nobody cares how many signed up What matters is who booked a call What questions were asked What deals moved forward 6. Go personal with invites Forget the mass emails Get your execs to send 10 personal notes to top accounts Make it feel real 7. Nail the follow-up High intent gets a call Medium gets a tailored message Cold goes into nurture Also clip the recording into 10 pieces of content Turn one event into a content machine 8. And please Stop treating webinars like one-off tasks They’re systems Fuel for content Fuel for sales Fuel for your brand Build them like that And you’ll never run a dead webinar again

Here's how most people promote webinars 👇 1) Email your list 2) Paid promotion 3) Run the webinar 4) Send the list of registrants to sales to follow up    (sales ignore it) 4) Email the webinar recording 5) Put webinar on your website and gate it    (visitors ignore it) 6) Plan the next one Here is how to make webinar sales' favorite playbook, not the most ignored. 1) Co-create webinar narrative together with sales to address the interests and challenges of target buyer persona. To avoid blatant product pitching, start by answering a question: Imagine having a 60-min lunch with your target buyer persona who is not aware of our product and is not in the market. How would you highlight potential challenges, seed the grains of change and explain the solution? 2) Agree on promotional plan¹ Make sure sales actually want to invite their target accounts.  Agree on: Accounts and titles (how many?) Touchpoints (e.g. sales - email + LinkedIn, marketing - newsletter + LinkedIn ads) ¹ attached the actual promotion plan we use. 3) Develop post-event playbook based on account engagement history What sales hate is when marketing marks all sign-ups as MQLs and asks to follow up. It's a waste of time because of misalignment with the intent: Webinar sign-ups ≠ buying intent. Instead, agree on post-webinar analysis: - matching contact engagement to account engagement - identifying tier 1 & tier 2 accounts that are already engaged - identify new tier 1 & tier 2 accounts (first engagement) for account research - define "bridge" activities (e.g. free strategy sessions) to book discovery calls instead of pitching a demo 4) Develop a post-webinar nurturing content hub Content hubs are microsites with nurturing content: - Recording - Slides - Useful resources - Bridge activity  - Case studies The beauty of the process? Your buyers will come to the hub multiple times, might share with your team, while you receive notifications about the content consumption and engagement. It creates a perfect opportunity for timely, fully personalized follow-ups. --- If sales don't see a value in the webinar, they will never promote or follow-up with webinar "leads". Educate -> engage -> create demand -> research and understand the buyer journey stage and current needs of your prospects -> create "bridge" activities / buyer enablement. This is how you influence the buying process with webinars and generate pipeline TOGETHER.

10 Things NOT to Say in a Sales Webinar (And What to Say Instead) Not because the product wasn’t good, But because they: ❌ Sounded too scripted ❌ Talked at the audience, not with them ❌ Focused on features instead of business outcomes The top closers understand that a webinar isn’t a lecture but a live sales conversation where they: ✅ Build trust ✅ Present to overcome false beliefs and objections ✅ Position their offer as the next logical step Want to convert more attendees into customers? Stop saying these 16 things in your webinars: 1/ “Before we get started, let me tell you about our company.” ↳ Instead: “80% of companies struggle with [pain point]—let’s fix that today. 2/ “This webinar is going to be amazing!” ↳ Instead: “By the end of this session, you’ll know exactly how to [achieve X].” 3/ “We work with companies of all sizes.” ↳ Instead: “We help [ideal customer] solve [pain point] and achieve [specific result].” 4/ “I won’t sell anything today.” ↳ Instead: “If this resonates, I’ll show you how to take it further.” 5/ “Let’s wait a few minutes for more people to join.” ↳ Instead: “While we wait, here’s an insight you can use immediately.” 6/ “This is just a high-level overview.” ↳ Instead: “I’ll show you exactly how this helps [customer type] solve [problem] today.” 7/ “This feature is really cool.” ↳ Instead: “Here’s how customers use this to [achieve result in X days].” 8/ “We’re the only company that does this.” ↳ Instead: “Here’s what makes us different: [clear competitive advantage].” 9/ “Let me read this slide to you.” ↳ Instead: “Let me summarize this for you and explain why this matters: [insight].” 10/ “Most of our customers love this.” ↳ Instead: “Companies like [customer] use this to [achieve X] and saw [result].” 11/ “I’ll try to keep this short.” ↳ Instead: “I’ll make sure every minute of this is worth your time.” 12/ “I don’t have time for Q&A.” ↳ Instead: “Drop your questions in the chat. I’ll answer as many as I can.” 13/ “This pricing is actually a great deal.” ↳ Instead: “Most customers see ROI in [timeframe] – here’s why.” 14/ “I hope this makes sense.” ↳ Instead: “Here’s why this works so well for companies like yours.” 15/ “This is just a demo.” ↳ Instead:  “I’ll show you exactly how to use this to [solve pain point] and get results.” 16/ “Drop a ‘yes’ in the chat if you agree!” ↳ Instead: “What’s the biggest challenge you’re facing with [topic] right now?” The thing is: Every word either builds trust and drives action – or loses the sale. P.S. What’s the worst phrase you’ve heard in a sales webinar? Drop it below. 👇 ♻ Repost this to help sales teams sell smarter in webinars. ➕ Follow me (Jakub Michalski) for more growth marketing and webinar tips.