By Chris Perrin

A Webinar basically is a presentation over the Internet using special software and a phone line. Typically, this software allows the Webinar to be recorded and, in some cases, allows the audience to submit questions to the presenter. The software provides basically the same experience as attending a seminar by a noted expert in the offline world.

Some people also consider online product demonstrations to be Webinars-and technically they are. However, demos almost always feature a smaller number of participants and are more interactive than what is commonly thought of as a Webinar.

Cost Savings
While this may sound "techie," businesses of all sizes and industries use Webinars to lower costs and increase sales. Two of the most common ways that Webinars do this is by reducing or eliminating costs of training in a large group and providing effective avenues to reach potential customers.

Training is expensive and is one of the first budget items to be cut when money is tight. However, this does not cut the need for training. Instead of paying to send employees from multiple locations to a class or paying for a trainer to come onsite, companies can get a better return by taking advantage of Internet technology.

For Sales and Marketing
Viewing Webinars that other companies produce is also an inexpensive source of training for your employees. Webinars can be an important part of a company's sales and marketing efforts. In the sales industry, many companies produce free or low-cost educational Webinars as a way to establish their credibility and market their products.

One marketing software vendor demonstrates its product every other Friday for anyone who wants to dial in and invest an hour.

Also, many businesses looking to increase sales are taking advantage of other companies' needs for inexpensive training. They host their own educational Webinars, which builds up their own credibility. They also generate motivated leads and often make money by charging the audience to attend.

Available Software
The technology to do this is becoming increasingly accessible and easy to use. The major decision is selecting a Webinar vendor. That vendor's software, which runs on its servers, will do the rest. Typically, this includes allowing the presenter to upload or display PowerPoint slides, screen shots or, in some cases, demos of software applications. All the presenter needs to do is send an e-mail to the audience with a hyperlink and phone number for the Webinar, or post this information on a Web site.

Several companies now offer Webinar software with different features and pricing. The most recognizable name is WebEx. Several other options are available, including GoToWebinar, Microsoft Office Live Meeting and Budget Conferencing.

Rates for these companies vary. Microsoft is the cheapest at around $25 per month. This includes use of the Webinar software for up to 15 users at a time, but does not include the audio line. For shorter calls or Web demos, Budget Conferencing offers both toll-free numbers and Web conferencing for a per-minute/per-user fee. GoToWebinar presents a combined audio/Webinar package that offers all the features one needs; however, it can be expensive for larger audiences.

No matter which vendor is selected, Webinars can allow companies to decrease how much they spend on training and increase their sales. For as little as $25 a month, any business can begin using this technology to manage both costs and customers.

Chris Perrin is president and founder of CommonDialogue Enterprises, a marketing company specializing in online content creation, Web copywriting and use of new media technologies, such as blogs, vlogs and podcasts as part of comprehensive marketing campaigns. You can reach him at .