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In the MLM industry, your ability to communicate is a large determinant of your success. So, it’s important to keep up with the trends in cutting edge communications technology.

For instance, did you know research shows on-line Web conferences have clearly gained acceptance as a replacement for traditional in-person events? In a study conducted by Nilssen & Davis, Wainhouse Research, 61.2% of respondents stated that they use Web conferences to replace events and programs that were conducted in other ways in the past.

Web conferencing features broadcasting a live meeting or presentation over the Internet, which attendees view on their computers. These individuals are connected to each other via the Internet and can share an application, i.e., a spread sheet, from their desk tops with everyone else in the meeting. With this technology, you can make presentations in real time to hundreds of people, regardless of their location. You can increase your audience size while reducing overall presentation costs, and hold events on demand. Web conferences may include conference calls, training sessions, prospecting meetings, product announcements, or anything you want to post on a Web page.

The technology is easy to use. No programming or technical experience is necessary. Only a Web browser is required and no downloads are needed to join and view a presentation.

Web conferences were initially seen as a replacement for conference calls. However, many people are surprised when they find out that, instead, Web conferencing actually magnifies traditional conference calling. It features a live call for thousands of listeners.

As an alternative to traditional meetings, Web conferencing features include:

• Wider geographic reach. People from virtually anywhere there is an Internet connection can participate. Meetings can include everyone—a global audience of unlimited size.
• Lower operational costs across the board. For example, there’s no meeting facility rental, travel, hotel stay, or time away for organizers, presenters, or audience. Conference calls can be broadcast for a fraction of the cost. Training costs are reduced. Typically, one resultant sale more than covers your Web conference cost.
• Quicker information dissemination.
• Low-pressure sales environment.
• Live training extended to any number and location. Keep your organization up to speed no matter how fast your company is moving.
• Sales lead generation.
• Archived Meetings. Individuals may listen at their convenience.

Nilssen & Davis’ study showed the following results in response to the question, “How do you use Web seminars in your business?”

• Generate Leads – Prospect Web seminars, building awareness, etc.
• Sales Training – Internal or channel.
• External Training – Customer or student education.
• Internal Training – Internal staff (not sales-related).
• External Events - Product announcements, customer and partner communications, earnings announcements, etc.

In recent years, technology has advanced Web conferencing into the talk show realm. This allows the meeting host to have an interactive experience with the audience. With my company’s Web conferencing tool, all those who join the WebMeeting are placed in a queue and the host may choose other speakers. This format allows more interaction and does not require a conference bridge. This type of Web conference can be audio only or may include multimedia options such as PowerPoint slide presentations, Webcam, live audio communication via the computer/headphones, and screen sharing. With the increase of broadband Internet technologies, this kind of Web conference has become more and more popular.

Over the past eight years of facilitating and observing online meetings, most of which have been audio-only for training or recruiting, I’ve learned some important lessons. Here are some suggestions to make Web conferences more effective for both live and archive listeners:

• Target calls to a specific audience. When you do this, Web conferences are well attended and listened to longer. For example, a call that is designed for new people in the business, which gives the simple and essential steps for a newcomer, works well. Or, a call that introduces a new product can also reach a target segment. Another effective call is the well scripted recruiting call. Distributors like to know that when they bring someone to a call, they can count on quality and predict the outcome. A call that tries to do everything for everyone rarely holds the group.

• The length of the call depends on the subject matter. Usually, calls that are shorter in length are more effective. People are also more likely to go back and review a call if it is 20 minutes rather than 40 minutes. Typically, 15 - 20 minutes seems to be the average length of time people listen to a call.

• Visual aids can add interest and improve retention. Audio-only calls seem to have a big drop off at about ten minutes. By adding visuals, you can increase the amount of time your audience will stay on the call. The visuals don’t need to be fancy; they just need to be pertinent to the subject. A few graphics with words or pictures of the product add up. Use bullet points to show what you are covering. When you do a slide presentation in front of a group, you might use 40 slides and change slides on every point. In a Web conference, 20 slides with the same key points provide focus and interest without slowing down the presentation while waiting for the slide to load. Too many visuals can be distracting.

The most important lesson I’ve learned over these last eight years is that having a cool Web page rarely works to recruit people. People recruit people. Although it cannot replace the building of relationships, Web conferencing provides a 24-hour-a-day way to quickly connect people to people anywhere that results in increased business productivity, time efficiency, and most importantly, revenue!

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Reference:

Davis, A. & Nilssen, A. (2005). Wainhouse Research. Unearthing the True Value of Web Seminars and On-line Events: Applications & Results from the Customer’s Perspective. Retrieved April 11, 2008 from http://www.wainhouse.com/files/papers/wr-webevents.pdf.

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