The structure
- Open on the problem, not your CV. The first ninety seconds decide whether anyone stays.
- Earn credibility inside a story rather than on a slide.
- Install one big idea. Not five.
- Teach something genuinely useful — the hour should be worth attending even if nobody buys.
- Transition honestly: there's a faster way to do this, and it's the thing I sell.
- Make the offer about the outcome, the cost, and what happens if they do nothing.
- Close, then keep going. Most sales happen after the first ask.
Write the offer first
A sales webinar isn't a lecture with a price at the end. You decide the offer, work out which beliefs someone must hold before that offer makes sense, and then build teaching sections that install exactly those beliefs. Nothing else goes in.
The mistakes that cost the most
- Spending ten minutes on your background before giving any value.
- Teaching so much that the offer feels unnecessary.
- A transition that lurches — the audience can hear the gear change.
- Describing features when the audience is buying an outcome.
- Ending at the close instead of running a proper Q&A.
Working with Mike on a presentation
Mike writes sales presentations for founders, agencies and software companies, and delivers training on the framework at events and inside teams.
Books on this
Common questions
- How long should a sales webinar be?
- Long enough to shift the beliefs that stand between the audience and the offer, and no longer. In practice most land between 45 and 90 minutes including Q&A.
- Does Mike write presentations for other businesses?
- Yes. Mike writes sales presentations for other businesses and also trains teams on the framework.