Want to hear about my worst Q&A session?

I spent fifteen minutes explaining GDPR compliance details for my workshop materials to one attendee.

Data processing agreements, retention policies, the works.

Meanwhile, twenty other people who were ready to buy drifted away, their basic "how do I get started?" questions unanswered.

Classic me - diving deep into technical details because one person asked. Completely missing the point of what Q&A and closing is actually for!

The Q&A isn't about perfectly answering every possible edge case. It's about removing the final barriers to action for the majority of your audience. It’s about the close.

Let’s get started:

The Close

Remember where we are - this is the final piece of the Perfect Webinar:

• Introduction (Part 1)

• Big Domino (Part 2)

• Three Secrets (Part 3)

• Stack & Offer (Part 4)

• Close & Tech Setup (This Part)

The close has one job: get people to take action.

That's it. Not to showcase your expertise. Not to answer every possible question. Not to dive into implementation details that can be handled later.

Your job is to remove the final barriers stopping people from taking action.

Here's how it works:

1. Stack Recap Quickly remind them of the total value - but don't re-present everything. Just hit the high points: "You're getting the complete workshop system, the client acquisition framework, the fast-start guide...". Super fast, no need to rehash everything.

2. Final Call to Action Make it crystal clear what they need to do next. Don't assume they know: "Click the button below, choose your payment option, and you'll get instant access...". Make sure to use an active verb - go here, click there, type this…

3. Handle Common Objections Whilst people are off completing the action you’ve set them you’re going to keep talking! Specifically to wrap up any final objections by using a Q&A.

Address the big ones that affect everyone:

• Time to implement

• Support available

• Payment options

• Getting started steps

• etc.

Notice: these are broad objections that matter to most people. Not edge cases!

Here's a prompt to help identify and handle your key objections:

You are a advisor helping craft the Close section of a Perfect Webinar. Your task is to help identify and handle the key objections that stop people taking action.

Context:
The Close must:
1. Address common barriers to action
2. Keep momentum
3. Lead to clear next steps

Process:
1. Ask these questions about common objections:
- What stops most people buying?
- What questions come up repeatedly?
- What concerns did you have before starting?
- What do successful customers ask first?

2. For each major objection:
- How can you handle it proactively?
- What proof removes this concern?
- What guarantee or support addresses it?

3. For Q&A preparation:
- What are the top 5 most common questions?
- How can you answer them briefly?
- What can be handled in support later?
- What edge cases should be taken offline?

4. For the final close:
- Clear call to action script
- Time/scarcity element if applicable
- Final value reminder
- Next steps outline

Structure each objection handling as:
1. Acknowledge the concern
2. Provide the solution
3. Share proof it works
4. Move forward

Example:
"I know you might be worried about time to implement. That's why we include our Fast Start system. John used this last week to go from zero to first client in 10 days. Now, let's talk about..."

Start with: What are the top 3 objections you hear most often?

This will get you started and prepared for the Q&A closing section. This will give you the basics for at least your fist webinar. But…let’s go into more detail about how we can be more strategic.

Handling Q&A Strategically

Here's something I learned the hard way: Don't wait for questions to be asked!

Huh? What? But then how do you know what to answer??

You KNOW what people will ask:

• Is there a payment plan?

• What if I need more support?

• How fast can I get started?

• What if I'm not technical enough?

These come up every single time. It’ll always be similar questions. So why wait?

You've got two options:

1. FAQ Style Hit these straight up: "Before we go to questions, let me cover the most common ones I get...". This allow you to straight up pre-empt the questions. You’ll seem like a mindreader. But it also shuts off back and forth with the audience. Because of this you might want to look at…

2. Personal Touch Wait for someone to ask (they will), then make it sound personal: "Thanks Jim - great question about payment plans. I actually made sure we had flexible options because..."

The second approach feels more natural, but requires a bit of setup.

Here's how I handle it: first, brief your moderator. Yes, you want a moderator! Their job is to:

• Watch the chat

• Pin/collect relevant questions

• Prioritise questions you want to address

• Filter out edge cases

Give them a list of "priority topics" - things you WANT to address like payment plans, getting started, support available. Basically the list we came up with above.

Also give them "park for later" topics - the GDPR-style questions that derail momentum. You’ll get an idea what these sort of questions are as you do more Q&As.

When questions come in during the webinar, have your moderator note them down (or pin/star them in your webinar software).

Then when you get to Q&A, you can say: "I see Jim asked about payment plans - thanks Jim, great question. Several others have asked about this too..."

This feels natural AND lets you control the flow. You know what you are going to say - you are just waiting for someone to mention it to trigger your response.

Technical Setup

In the spirit of pre-empting questions I’ve added this final section.

The whole purpose of this playbook is to get you started building and delivering webinars ASAP.

And the first thing people ask me about webinars is… what webinar tool should I use?

Honestly: I don’t care. It’s a boring question! All the tools are basically the same! BUT I know not knowing the technical setup can be a barrier to actually starting! So…here are some quick recommendations to remove the block.

I use Streamyard. Could I use Zoom Webinar? Sure. Could I use other platforms? Absolutely.

The platform honestly doesn't matter much. What matters is:

1. Can people see your slides?

2. Can they hear you clearly?

3. Can they buy easily?

That's it. Don't overcomplicate it.

Here's my simple setup:

• Streamyard for delivery

• Keynote for presentation

• 2 screens, laptop and a plug in monitor for webinar + chat.

• Payment link ready to paste in chat and added to all the sales slides

• Basic USB microphone, a Blue Yeti

• Single airpod for hearing people (my cohost, the only other person who speaks)

• Some ring lights off Amazon for lighting

• A pull up grey screen behind me as a background

Yes, you could get fancier. But start simple. You can always upgrade later. And honestly it won’t have much of a impact. If they can see and hear you OK that’s sufficient.