How to Win Deals with a Webinar – with Melissa Kwan


Webinars play a pivotal role in modern software sales funnels, offering entrepreneurs and SaaS sales professionals a powerful tool for connecting with potential customers. Whether through live or pre-recorded webinars, the key is to provide valuable and engaging content that educates, inspires, and persuades viewers. 

That’s why in this week’s episode of Scale Your SaaS, eWebinar co-founder, and CEO Melissa Kwan graced the show to share why embracing webinars as an integral part of your software sales strategy can accelerate your business growth and achieve more tremendous success in today’s competitive market with host and B2B SaaS Sales Coach Matt Wolach. Read on to find out more.


Podcast: Scale Your SaaS with Matt Wolach

Episode: Episode No. 265, “How to Win Deals with a Webinar – with Melissa Kwan”

Host: Matt Wolach, a B2B SaaS sales coach, Entrepreneur, and Investor

Guest: Melissa Kwan, eWebinar co-founder and CEO


Embrace the Learning Journey of an Entrepreneur

As an entrepreneur, every new venture brings valuable lessons and growth opportunities. Embrace the fact that each entrepreneurial journey involves a learning curve, especially when transitioning from one industry or sales approach to another. The ability to adapt and learn quickly is a key trait of successful SaaS entrepreneurs.

Recognize the Shift in Sales Approaches

If you are moving from enterprise sales to more of a product-led sales approach it requires a mindset shift. Understand that different price points necessitate different sales strategies. While enterprise sales may involve direct communication with sales representatives, lower-priced products often require a self-serve approach. Recognizing this shift allows you to adapt your sales tactics effectively.

Utilize Webinars as Top-of-Funnel Assets

Webinars are an excellent tool for reaching prospects in the early stages of their buyer’s journey. By offering a self-serve demo or presentation, you empower potential customers to educate themselves about your product or service. This approach caters to modern consumers who prefer independent research before engaging with sales representatives.


Leverage Automated Webinars

Automated webinars, as opposed to live webinars, offer several advantages for both entrepreneurs and potential customers. They allow you to provide a consistent and engaging experience for viewers, even when you’re not physically present. Automated webinars can run 24/7, ensuring your software is accessible and ready to be sold at any time.

Avoid Pretense: Be Transparent and Engaging

Some people may feel uneasy about pre-recorded webinars due to past experiences with disingenuous presentations. To overcome this concern, it’s essential to be transparent and genuine in your approach. Clearly communicate that the webinar is pre-recorded, but emphasize that the content remains valuable and informative. Use interactive features, such as chat functionality, polls, and contact forms, to engage viewers and create an authentic experience.

Disqualify Prospects Effectively

Webinars provide an opportunity for prospects to self-qualify, saving valuable time for both sales teams and potential customers. By offering comprehensive information and showcasing your unique value proposition, you can help prospects determine if your product aligns with their needs. This ensures that your software sales team can focus on qualified leads, improving efficiency and effectiveness.

Expand Your Reach with Automated Webinars

Automated webinars enable you to cast a wider net, reaching prospects across different time zones and schedules. They provide flexibility for potential customers to engage with your content at their convenience. By making your product accessible through recorded webinars, you can attract a larger audience and increase your chances of conversion.


Melissa Kwan

[17:49] “When you’re automating something, you’re actually selling to someone without ever talking to them. You need them to convert and take action on their own. And that’s a very different way of coming up with a sales pitch. And in order to come up with that script, you have to know all the potential objections and address them upfront and work them into your scripts. Otherwise, that person is not going to convert, right.”

[19:57] “If you are either doing it to win a customer or doing it to keep a customer because when you’re a bootstrap company, you have so few resources. And it feels like you have to do everything and be on every channel and create every piece of content and be on every podcast and, and get feature parity with all your competitors. But only a fraction of those decisions will help you win someone, or keep someone and then add to your revenue so you can do more things.”

Matt Wolach

[09:36] “Sales reps are territorial. The demo is more than just showing the product.”

[14:18] “It’s so appealing, especially for people who are running small teams and trying to do a bunch of different things at once. But what do you say to people who might feel weird about making a pre-recorded webinar look real? And I think it’s amazing the technology, people jump in and it feels like they’re in a live webinar.”


To learn more about eWebinar, visit:

You can also find Melissa Kwan on LinkedIn at:

For more about how host Matt Wolach helps software companies achieve maximum growth, visit

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