---
title: 'Sales Webinar Structure and Plan | Pavel Mikhailov'
source: 'https://youtube.com/watch?v=wD6CKfIGcdA'
video_id: 'wD6CKfIGcdA'
date: 2026-07-23
duration_sec: 1384
channel: 'Павел Михайлов'
---

# Sales Webinar Structure and Plan | Pavel Mikhailov

> Source: [Sales Webinar Structure and Plan | Pavel Mikhailov](https://youtube.com/watch?v=wD6CKfIGcdA)

## Summary

This video provides a comprehensive guide to building effective sales webinars, covering strategies for both warm and cold launches. The speaker, head of the PMD agency, explains how to structure webinars to maximize conversions by focusing on pre-booking rather than direct sales, and shares tools and techniques for audience engagement and traffic generation.

### Key Points

- **Main Goal: Pre-Booking Over Direct Sale** [01:11] — The primary goal of a sales webinar should be to get a pre-booking (small prepayment) rather than a full sale. This increases conversion several times, as users find it easier to reserve a spot. Conversion from pre-booking to full payment is typically 85-90%.
- **Warm Launch Webinar Structure** [02:41] — For a warm audience, the webinar is a closed presentation. Steps: 1) Briefly introduce the expert. 2) Update the problem. 3) Show how the expert solved it. 4) Demonstrate product content with benefits. 5) Show rates and special price. 6) Call to book. 7) Handle objections and Q&A.
- **Cold Launch: Replace Webinar with Marathon** [09:29] — For cold audiences, a single webinar is outdated. Instead, run a 3-day (or 5-day) marathon. Day 1: Actualize the problem. Day 2: Present solution methods and native product introduction. Day 3: Show detailed cases, invite students, present program and prices, then call to book.
- **Recommended Platform: Bison 365** [13:15] — The most popular platform for infobusiness webinars is Bison 365. A cheaper alternative is FMI, but the speaker prefers Bison 365 for its functionality.
- **Push Tools to Increase Attendance** [14:53] — Use automatic calls (zvonok.com), SMS reminders (on the day and 5-15 min before), chatbot pushes with live screenshots, Yandex Direct retargeting, and spam mailing with circles (video messages). These can boost cold audience attendance conversion to nearly 40% (from typical 5-10%).
- **Maximizing Booking Conversion** [17:43] — To increase booking conversion: 1) Use a credit broker to help with installment approvals (30-40% refusals otherwise). 2) Offer internal installment plans. 3) Follow up with registrants who didn't attend the webinar.
- **Warm Launch Revenue Example** [19:07] — With a reach of 4-5k, average check 100k rubles: 10-15% conversion to pre-registration (500 people), 50% attendance (250), 10-15% booking (25-35), 85-90% payment (20-30). Total payments: 28-40, revenue 2.8-4 million rubles.
- **Cold Launch Revenue Example** [20:33] — With 500 registrations at 250-400 rubles each (budget 125-200k), average check 70k: 30-40% attendance (180-200), 10-15% booking (18-20), 85-90% payment (15-18), plus sales follow-up (3-5). Total profit: 1.6-6.1 million rubles, making paid traffic profitable.

### Conclusion

Effective sales webinars require a focus on pre-booking, tailored structures for warm vs cold audiences, and aggressive use of push tools to maximize attendance and conversion. With proper execution, even small audiences can generate significant revenue.

## Transcript

today we'll be thoroughly exploring the topic of building sales webinars. Watch this video to the end, and you'll learn what a truly selling webinar is and how to create one correctly, depending on whether it's a warm or cold
launch. You'll also learn where you can most effectively attract an audience to your webinars today, and most importantly, how to to your webinars today, and most importantly, how to maximize the engagement of this audience during
Why am I even talking about this? I'm the head of the PMD agency, and we generate the most profitable traffic in the infobusiness market. By the way, if you need traffic, you can leave a request for
a consultation using the link in the description of this video, and the guys from my team will prepare a comprehensive strategy for promoting your or a client's project. And if you want to better understand how to attract traffic most cost-effectively today, there's another
link in the description to my free video course, which you can take and start taking right now. We're getting back to the topic of sales webinars.  Our goal is to ensure that as a result of this video, your cash register
result of this video, your cash register will be as in this screenshot. Ready then let's little theory. What is a selling webinar? A selling webinar is an online event that is aimed at promoting and selling the products of a
particular expert or coach. We already understand this. Now let's move on to the interesting points. The main goal of any webinar is to generate a target action, and here the first mistake often made by entrepreneurs and
experts arises: they concentrate only on sales. But in fact, the absolute maximizer of the webinar's effectiveness is changing the target action from a sale to a pre-booking. That is, the goal of our webinars is to achieve not only that
users pay for the product, but also that users make a reservation for this product. As a rule, by changing the target action, the webinar conversion thus increases several times over. It is much easier for the user
to register their interest and potential participation in the flagship product by making a small prepayment, while the conversion from prepayment to full payment is usually at the level of 85-90 pro So the first piece of advice
is to focus your sales webinars specifically on booking a place on the Flagship and not on immediately at the moment of selling the Flagship head-on, this is important to keep in mind moving forward So Before talking specifically about how
this or that webinar is created, it is important to understand the types of launches, they can be warm or video was released on my channel, you can watch it here, a hint will appear in general, the first thing you need to understand is the type of launch and depending on the type of launch,
build your webinar, they will be very different The first webinar that we will analyze is a webinar for a warm audience So What is the essence here? A webinar for a warm audience, by and large, is a closed presentation of an
educational product Your audience has already warmed up, they received the newsletter, they saw the posts, stories, they may have already filled out the pre-recording form and, by and large, We invite our audience to a closed presentation of our
product with special prices for those who have been hanging out in  pre-recordings and it is extremely important to understand accordingly. What will be the scheme here? We do not necessarily need to warm up the audience. The audience is already warmed up. The first step is to
briefly tell general information about the expert, which the audience is most likely already familiar with, but nevertheless, we simply summarize it briefly and dryly. Next, we update the problem without going into a discussion of the target
audience or other metaphysics, specifically updating the problem briefly and clearly. What will be discussed today? Next, we go into the facts and tell how the Expert solved this problem, after which we demonstrate the content of the product. How is
such an excerpt from the expert's experience in solving this problem that has become a product and now everyone can take this educational product and solve this own. Next, we demonstrate the rates and show a special price for
our beloved audience who has been watching us for a long time. After this, we encourage them to reserve a place, and a little later I will also tell you why this target action is so important. At the end, there is additional updating of the problem,
handling of objections, a question-and-answer block. The webinar is over, the cream has been skimmed, the cash register is full. Let's now look at specific examples. So, the first is the way.  Expert here in principle everything is simple we talk about the experience of
our expert in the industry in which we are creating the product in several slides then updating the topic and here on the slides is a mother's product about happy motherhood where we show what problems there are briefly themes about
the audience What suffering young mothers can experience after which we share the personal experience of the expert by the way an important thing at the stage of updating the topic is
to show the negative point b What will happen to our client if he does not use our product it works very well these negative scenarios the evil shepherd method is not always It is worth selling with the help of sweet
gingerbread sometimes you can sell with the help of an evil shepherd in the spirit of And what will happen if I do not get this experience I will not get this product Okay here we have recorded then we show how the Expert solved the problem that is his experience and his point b
happy motherhood Everything is good Everything is rosy everything is wonderful ponies dinosaurs and rosy everything is wonderful ponies dinosaurs and so on after which the content of the course we talk in detail about each of the modules and most importantly the result and value
if our course has some educational module then it is important for us to show what result will be obtained users after he completes this educational module and the main thing is to convert this result into a
benefit. That is, you will learn to communicate better with your child. Yes, this is a result, but what is the benefit? You will not have hysterics, you will have a calm life, and so on. This is cool. This works great. We convey the content of the course from the
position of benefits, then tariffs and a special price. And here an important nuance is that most likely when we do a warm launch through a pre-registration form, we promise our audience that for them there will be special prices more favorable than
the cost of the main product and we need our promises to be honest, so it is very cool to make a special offer for the guys from the pre-registration form. This seriously increases conversion after which a call to book is made. Here we create excitement, we
say that due to platform restrictions, curators of personal time, and so on, places on the course are limited, the sales window is open only for a certain period. Then whichever group gathers, they will already begin training, but at the same time, of course,
many representatives of the audience present at the webinar still have some suppressed hidden objections and they 100% are not ready to enter the entire amount right now, so the most adequate and
smart thing to do in this situation is to ask to reserve a seat. Okay, if you're not completely ready yet, just throw in 500 rubles and the seat is yours. If you change your mind, it's not scary to lose 500 rubles. And if you do decide,
these conditions will still apply to you. As a rule, after the webinar, they are valid for 2-3 days, during which the user, without pre- booking, prepares to pay the main amount, so pre-booking a
seat. It works very well, and we broadcast bonuses for those who book seats, and we click through a time limit and offer different payment options so that the user is more comfortable
interacting with us. Plus, at the very end, after, so to speak, closing this moment of sales, we just work on those internal objections that the audience has and which they may not have
shared yet. In general, when conducting Kaz Devy, working with the target audience, we understand all these objections perfectly well, so we remove them at the end of our sales webinar, go through them and show the audience that all these objections  which
she didn't even voice, we already understand and we say that no, reality is different and in reality Come to our course, everything will be very cool In general, this is the everything will be very cool In general, this is the essence of a bad selling
webinar By the way, if you have already conducted webinars for a warm audience, please tell us about your experience in the comments Have you used all of these blocks in some others I am for open communication It will be cool if you
share your experience And if you have no experience yet, then like this video if it is useful if you like this story and it goes well and We are moving on And we are not level of complexity, lowering the pace
and moving on to a cold audience, which is much more difficult to work with than a which is much more difficult to work with than a warm one Okay, launching the Web for a cold audience and here the secret to success will sound
paradoxical to make a cool webinar for a cold audience you don’t need to make a webinar, in fact, when working with a cold audience, it is already so working with a cold audience, it is already so outdated that it does not allow you to provide the
entire volume of the necessary value of the necessary content so that the user makes a positive decision about  The purchase and the replacement of webinars by marathon stories is being implemented, so here our webinar needs to be turned into a small marathon for
3 tiers (5 days). We will consider the basic audience in broad strokes. There are three main stages. The first is the actualization of
the problem when we are just dealing with all these stories, which in the case of a warm start-up, go to the warm-up stage, then these are the methods for solving the problem that exist in the market, which the expert has. And the third is the
expert's cases, the cases of his students, and sales. Let's figure it out using a students, and sales. Let's figure it out using a specific case as an example. So, the first specific case as an example. So, the first day of the marathon on the topic of making money on a
ready-made rental business. So, within the framework of the first day, what we had was the actualization of the problem, the negative point, why go down some wrong path independently moving in the market of ready-made rental businesses, focusing on the
needs of the target audience. That is, people are looking for opportunities to earn money, but they have fears, there are risks, there are concerns, and here we show that they are quite justified, that there is a lot of cruelty on the market and instead of making money  You can
get into big money and at the end of the connection with the second day, that is, the next day we will already discuss in more detail what move on to the second day. Within the framework of the
second day, what we convey are ways to solve the problem, we show what is on the market, what methods of solution are present, what are positive, what are negative, which work, which do not and we natively present our experience and our
course as a solution to the problem. Here, you do not need to sell directly. Here, we are already starting to throw in that we have been through all this and in the process created our own educational product, but for now we do not say anything about selling, about pre-registration, about booking.
selling, about pre-registration, about booking. No, we just share our experience and our No, we just share our experience and our expertise and only on the third day we show very fat, very detailed cases and a cool feature that recently
appeared on the market - this is inviting your students. Okay, if you are an expert and if you succeeded in something, that is of course wonderful. But if you were also able to teach someone and your student has a positive experience, then this
really lights up the audience. Therefore, within the framework of the third day, it is very cool to invite your day, it is very cool to invite your students and then we present the program, tariffs and special prices, after which A call to purchase or reserve a seat. The
whole story with booking is 100% just as relevant, and we need to work with it here. We show purchase options, click through restrictions, and give bonuses to those who paid and reserved seats. Essentially, this is the final part of this
marathon, so to speak. It overlaps with the final part of a sales webinar for a warm audience. Only the initial composition is different. Here, we more gradually initial composition is different. Here, we more gradually
them to the target action of interacting with us. The important question in this whole story is where to hold webinars. The main, most popular platform on the infobusiness market is Bison 365. I highly recommend it. It's a very convenient, functional
thing. The link to Bison will be in the description. There is a cheaper analogue. But I personally do n't really like working with it. This is FMI, and we discussed a lot of cool things
about webinars. The key thing in both a warm and cold launch is the audience, and we need to get it from somewhere, so we have a separate section of this presentation, which we are
discussing today.  This is dedicated to the topic of attracting traffic to the webinar. In addition, I recorded a free video guide on working with the most today. The link to this
if the issue of attracting traffic is relevant for you, take this guide. Get acquainted, study and attract new clients to your business at the maximum level of profitability. And if you don’t want to figure it out and you are
ready to work with a contractor, then use the other link in the description to leave a request for a consultation with the guys from our agency. A little later, we will discuss this whole traffic issue in more detail, talk about the final push and about the
main figures. After all, we are still proceeding from the fact that we have a key topic - a selling webinar and, it seems, I hope you already have an audience for this webinar. Therefore, our task is to squeeze the maximum result out of this audience. We
will talk about how to push for a purchase, how to push for a visit to the webinar. There are basic tools for pushing, working with our partners. The first is an
automatic call with an expert's voice. The service zvonok.com, inviting to the webinar, the link to the service will be in the description. You upload a recording of the expert's voice who invites you to the web, upload the database of registered users, and the
web, upload the database of registered users, and the service dials and invites. This works well. In addition, we use a service with SMS, and one SMS is required on the day of the webinar with a reminder that it will take place today, and
one SMS approximately 5-15 minutes before the start of the webinar with another reminder. SMS are cheap but extremely effective. In addition, if part of the Funnel is implemented using a chat bot, then we definitely push through the
Bot, and here we can generally not deny ourselves anything and send screenshots directly online of what is happening at the webinar and part of the audience
visit nab even if the audience is present. Not from the beginning of the webinar, but just hanging out in the chat bot and has not yet arrived. Another cool tool that few people use is retargeting in Yandex Direct, there is the
ability to upload a list of numbers to display such personalized advertising to those whose contacts  You already have one, and with the help of retargeting, you can also catch up with the audience and motivate them to come to the webinar. A similar thing that is used even
less often is a spam mailing with circles. It is done very simply. I will share in the description the contacts of the contractor with whom we cooperate and it is extremely cheap, but at the same time, an additional 3 dashes 5% return on the webinar. The expert just
needs to record a circle with an invitation. Send this circle to the contractor, pay for his work and receive a mailing that is very cool for engaging the audience and allows you to attract more people to the webinar. According to the numbers, if
you use this whole pushing story, you can increase the conversion in return on a cold audience to almost 40% Although usually it is 5-10 pro without clamping.
If we are talking about a warm launch, then the conversion here can be 40 dashes 50%, this is really very cool. Although usually on a warm one it is somewhere around 20%. So I highly recommend you use all of the above
tools in your launches.  and in your sales webinars, this way, we efficiency, but you and I are interested not only in attracting people to the webinar, we are also interested in increasing the conversion rate to payment. The focus of any webinar,
as I already said, is on closing a person for a reservation, not for a sale, and what things. What things will help us squeeze the maximum conversions out of this reservation. First, a
credit broker today has a big problem with audience filtering, about 30-40 about refusals when applying for an installment plan, therefore, a new person in the launch, which was not there before, is a credit broker who
works with the client and allows him to get approval from the bank, then the possibility of an internal installment plan is also a cool story. If they still refused everywhere, the user should be able to enter through an internal non-
able to enter through an internal non- bank installment plan and a cool thing that cool maximizes. This is work with those who registered, but still. Despite all our dodges, the webinar was not attached and, as a rule,
a lot of money is buried in this segment of the database. They saw the offer. They saw the warm-up. They saw the advertisement, in principle, they are interested, otherwise why did they even register otherwise why did they even register for ours?  free, but they came, and if the
for ours?  free, but they came, and if the money out of it. VM and these tools, then as a result, what we will see if we are talking about a warm web, let 's say with an average product check of
100,000 rubles, let's assume the reach of an Instagram expert plus Telegram is 4 dash 5,000 people. As a result of a good, well- thought-out warm-up, we can expect a 10 dash 15% conversion to the pre-registration form. That is, we have about 500
people in the pre-registration form, we invite guys from the pre-registration form to and with our profitability we squeeze 50% conversion out of them. Visit to the Web. This is 250 50% conversion out of them. Visit to the Web. This is 250 people, then conversion to booking is 10-15
people, that is, 25-35 product bookings, conversion to payment is 85-90% - this is product bookings, conversion to payment is 85-90% - this is 20-30 payments, and we also squeeze payments from
the conversion of the sales department from the open sales window for those who did not get into the pre-registration form at all. But nevertheless, it is present in  expert profile, as a rule, there are also potential clients. In total, we receive from 28 to 40
payments. In general, using all these tools and the concept that I voiced above, you can quite collect a cash register with a relatively small reach cash register with a relatively small reach from 2800 to 4 million rubles. Well, in my opinion, this is a
from 2800 to 4 million rubles. Well, in my opinion, this is a sensation, usually Ibis is satisfied with much more modest results. Okay, here we have poured a cold webinar, let's assume a product with an average check of about 70,000 rubles. The cost of registration in a
soft niche today is about 250 rubles, the cost of registration in a hard 250 rubles, the cost of registration in a hard niche is 350-400 rubles if our advertising budget allows us to collect. Well, let's assume 500 people register for a cold
webinar, then what story begins for us: attendance at the webinar is 30-40 attendance at the webinar is 30-40 about this, 180-200 people, conversion to booking 10-15, 18-20 product bookings,
10-15, 18-20 product bookings, conversion from booking to payment from 85 to  90% 15 dash 188 payments conversion of the sales department of the follow-up chain is another 3 ti5 payments Total budget that we spent on attracting this audience from 125 to
200,000 rubles and the profit that we collect is 1.60 610 That is, here at the moment we can not only buy traffic but also make money on it on top The only thing that seems that this is a life hack And that
that seems that this is a life hack And that reinvestments burn out, break down, the audience becomes more expensive and all this scales very poorly
because the market has a very serious problem with traffic In general, with paid traffic it's terrible, so a huge trend has emerged on the market for organics with which By the way, we work and I remind you about the links in the description to the
organic traffic and to a free consultation from our agency with the development of an organic promotion strategy, this is not Reels or Shores, this is a different story, our innovative
proprietary formula So if you are interested Take either the product or Sign up for  consultation and the results are actually extremely simple work with a sales webinar on  Uti, this is work. With traffic, it's the ability to attract,
retain, and convert traffic into sales. I think today's broadcast gave you a specific recommendations, links to services, and in general, a ton of benefits, thanks to
which you can create really cool webinars that will allow you to reach a new level of sales of your and your clients' educational products. If this was helpful, like this video and subscribe to my channel. By the way, I
also run a Telegram channel. The link to it will be in the description. Subscribe to it too. We'll be on Svyazi and see you in the next videos.