One of the psychological triggers that win sales is the principle of liking, which says that we are more likely to say yes to a request if we feel a connection to the person making it. (Tweet this) Considering this, it’s not surprising that research has shown that successful salespeople possess many common personality traits; among them, charisma, good people skills, passion, and empathy.
Have you ever read an email from someone you’ve never worked with before and thought to yourself, “this person is really charismatic”? It’s probably rare. Email can be tricky—sometimes the concept that’s imagined while a draft is being written is not the way the content is perceived when it’s read. Misinterpretation can result in missed opportunities and wasted time, for both the sender and receiver of the message.
Telephone conversations can convey a more human tone and voice (literally) than written words in an email, but the phone is not without fault either. Perhaps you work with customers across multiple time zones and have difficulty finding a good time for both parties to connect. Or maybe you work remotely from home and you have a dog that likes to bark while you’re on a call.
These scenarios, together with many others, point to something many successful sales people already know: using video as a regular part of your repertoire is imperative if you want to capture your audience’s attention and stand out from the crowd.
Add Pizzazz to your Touch points and Follow-Ups
Ever received a follow-up, text-heavy email, when the sender is “just touching base”? Salespeople cringe when they read obnoxious phrases like this—don’t be that guy. Studies have shown that you need to follow up with prospects 5 times before getting a ‘yes’.
Adam Richardson, in his article for Harvard Business Review, wrote “Being creative with how you think about the touchpoints along the customer journey can yield surprising benefits”. As a sales rep, I can tell you that there is a lot of truth to this statement. Make sure your follow ups are sending the right message, or you risk ending up in your recipient’s deleted mail folder with the content you provided never getting consumed.
Video can really help to convey your message, quickly, and in a way that will make you stand out. In this example, I went over some of the new features available that I thought would be relevant to a an existing customer. Other great topics for customer videos can stem from participating in active listening, which is a sales technique many people who work in the industry are familiar with. Using this technique allows your customer to plant the seeds you need to create a video that will really resonate and be customized to address a particular organization’s pain points.
Personalize Your Approach to Build and Strengthen Relationships
We’ve all had that “ah-ha” moment: putting a face to a name. Suddenly your contact is no longer just a voice or a font—they’re a real live human being! Adding visual context to your interaction makes it much more personable. Through video, you’re better able to build trust, evoke emotion, and connect with your prospects.
In Spring of 2015, TechSmith brought in Sales Coach Chuck Bauer to do a training with the sales team. Chuck recommends asking new contacts when their birthday is on the first point of contact. He then schedules an automated email to send a “Happy Birthday” video to them on that day as a creative way to stay top-of-mind. It doesn’t have to be fancy to be effective.
Save Time While Adding Clarity
Videos are reusable. Delivering information via video means that it can be forwarded on to busy decision makers who can view it at a time that is convenient for them. Many busy professionals might barely skim a lengthy email, whereas a quick video is an easy way to stand out and be certain that a similar message has been delivered to everyone. (Tweet this)
In my role on the Sales team at TechSmith, many times I’ve had great conversations with fact-finders who are not in a position (or maybe they just aren’t yet ready) to make a purchasing decision. Often these folks request that I send a follow up email highlighting what we talked about, so it can be shared with their colleagues.
Using video means I can hit on the important, relevant points of the conversation, and I don’t have to rely on someone else to do my job, which would be a disservice to everyone involved in the process.
Maybe you’re intrigued by the concept but not sure how to get started? Snagit is an easy-to-learn tool that will allow you to record your screen or your webcam, so you can start sending videos to your customers TODAY! Learn more about the program or download a free trial to see what you think.