I need to confess something: I'm rubbish at selling.

Or at least, that's what I've always told myself.

For years, my "sales strategy" has been what I like to call the Information Dump and Run. You know the one - share loads of valuable information, quietly mention there might be something to buy somewhere, then practically sprint away before anyone can object.

Heaven forbid we actually sell something, right?

This has all shifted recently and now I’m delivering full blown sales webinars in the style of Russell Brunson.

It’s been a massive shift and in this Playbook I’ll cover how you can make the shift yourself and rocket your business.

Let’s get started

Sales webinars for the non-salesperson

Internal beliefs around money

Something happened this year that completely changed my perspective. And it wasn't what I expected. It wasn't some fancy sales training or breakthrough moment. It was simply... clients throwing money at me. And me trying my best not to catch it.

Let me explain.

Earlier this year, I started doing AI workshops for corporate clients. When I first started, I charged £100 per hour because, well, that seemed "reasonable". And by reasonable, I mean safe. Non-threatening. The kind of price where you don't feel like you're bothering anyone. Terribly British of me…

Then something weird happened.

A client asked for more workshops. I was pretty busy building other parts of the business, so I thought I'd bump the price up a bit - maybe they'd say no and solve my scheduling problem. They didn't. They said yes.

So I did it again with the next client. Bumped it up more. Still yes. No hesitation.

Keep in mind, I'm still delivering the exact same value. Same content, same expertise, same results for the client. Just charging more for it.

This pattern kept repeating. I'd raise my prices, convinced THIS would be the time people would tell me to “piss off, mate." But they didn't. They kept saying yes. Over and over again.

Fast forward a few months and the average is £1500 per hour and the record is now £4,000 per hour.

Let that sink in. That's a 40x increase from where I started! It’s also what I used to make in a month but in an hour…which is…kinda mad.

Was that because my value had increased 40x? Nope. It was because I started to ask the proper price…

And here's the kicker - not a single client has complained about the price. Not one has said "this wasn't worth it." In fact, they've rebooked me and referred me to others.

The barrier wasn't them. It was me.

I was saying "no" for them before they ever had a chance to say "yes."

What about webinars?

But here's where it gets interesting. Because even after this pricing revelation, even after seeing that people would happily pay premium prices for value, I still had this massive mental block about doing “proper” sales webinars.

And it wasn't because I doubted what I was selling. Quite the opposite.

I know my stuff helps people. The AI workshops? They're transforming businesses. Teaching people how to use AI isn't just about technology - it's about giving them back hours of their lives, helping them stay relevant in a rapidly changing world, showing them how to build sustainable businesses in the AI era. Hyper valuable for companies.

The Playbooks? I get messages daily from people telling me how they're changing lives. How they've finally found clarity in their business. How they're making their first real money online or growing their business faster than ever.

I've written about this before in my Authentic Selling playbook - when you truly believe in what you're selling, it's not really selling. It's helping. It's serving. It's genuinely improving people's lives.

So why did the idea of doing a proper sales webinar fill me with dread?

My stomach was in knots for days before my first one. I mean proper anxiety. Convinced people would hate it. Certain they'd be furious about being "sold to." Imagining the angry messages, the unsubscribes, the "how dare you" responses.

I almost cancelled it three times.

But…

…They loved it.

No, seriously. People were sending messages during the webinar saying how much they were enjoying it. How helpful it was. How much they appreciated the structure and clarity.

"This is exactly what I needed to hear." "Finally, someone explaining this properly!" "Love how you're breaking this down."

It was literally the opposite of everything I feared.

I even got to the sales portion and 90% of people stayed. I was expecting a mass exodus but that was just my fears talking. Turns out 90% of people i) didn’t care or ii) wanted to hear the sale.

How did this happen?

Know what made the difference? I followed a framework. Specifically, Russell Brunson's “Perfect Webinar framework”.

Here's what I've learned: Most of us who consider ourselves "not natural salespeople" are actually sitting on goldmines of value. We're experts in our fields. We have genuine solutions to real problems.

But we're doing everyone a disservice by hiding behind "information only" content.

Because here's the truth: Information alone doesn't create transformation. I used to think that was enough - just give people the facts and they'll act on them. But I was dead wrong.

Think about it - we all know we should eat healthy, exercise regularly, save money. But knowing isn't enough, is it? People are still unhealthy and struggle with money. Even though they know what needs to be done.

Transformation requires two things: information AND emotion. The head AND the heart.

People need the logical structure, sure. I’m great at that part!

But they also need to feel it. They need to emotionally connect with the possibility of change. They need to get excited, inspired, maybe even a little uncomfortable with where they are now.

That's what a proper sales webinar does - it bridges that gap between information and emotion. It takes people on a journey that engages both their logical brain ("here's exactly what to do next") and their emotional core ("imagine how this could change everything").

And over the next week, I'm going to break down exactly how to do it, piece by piece.

Here's what we'll cover

• Part 1: Sales webinars for the non-salesperson - why this framework works and what to expect

• Part 2: The Big Domino & Opening - how to start strong and set the stage

• Part 3: The Three Core Secrets - the heart of your presentation that keeps people glued

• Part 4: The Stack & Offer - turning interest into action without feeling sleazy

• Part 5: Technical Setup & Execution - making it all work smoothly (even if you're tech-challenged)

The framework itself is deceptively simple. At its core, you're

• Breaking down false beliefs that hold people back

• Sharing your solution through story and structure

• Making an offer that feels like a no-brainer

But like many simple things, the magic is in the execution. And that's exactly what we'll be covering. With a little help from AI of course.

Keep Prompting,

Kyle