Mon, 14 October 2019
Many of us are hesitant to use video because of our own fears but it’s absolutely possible to use videos to increase sales.
Brenton Crane isn’t from the advertising and marketing background. He is from data analytics and started his career in Washington D.C. as a statistician at the Census Bureau and analyst in the National Intelligence Agency. He then partnered with the brothers Neil, Jeff, and Daniel for a campaign. The combination of their creative skillset and his analytical skills created a system that makes advertising campaigns effective.
The power of videos in the business
The most powerful form of communication happens in face to face conversations between two individuals. These face to face interactions are how you make out the nuances of a conversation. This will allow you to listen to the tone, see the gestures and body language all happening at a subconscious level.
Video is the medium that’s closer to that face-to-face action. When you talk to someone on the phone, you miss the body language and all the subconscious communication that’s happening. But with video, you’re able to capture a large portion of what happens in face-to-face interaction.
Aside from that, videos are scalable. The people you can’t meet through phone calls can be met via videos. You can take your most effective salesperson and sales pitch and scale that up to reach millions of people using videos.
Effective pitch through videos
People have thought that the world of sales and marketing are two separate camps. In the advertising space, it’s often about infomercials or traditional branding styles like what you see in Nike and Apple. But it doesn’t work that way. You can blend those two worlds together.
For so long, there’s been a competition between the two camps. The salespeople would trash the marketers and the other way around when in fact, they can incorporate together to create a great pitch.
Incorporate a story in your sales pitch and put in brand humor, voice, and character to make it more memorable. #SalesTips
At the end of the day, no matter how effective the sales pitch, it’s not going to build the long-term brand. Squatty Potty, for example, has the humor and the character and that what makes it memorable. If you break down that video for a sales structure, you’ll see that it follows the perfect sales structure.
The sales structure
The Squatty Potty has the elements are as follows:
When it still doesn’t work, then build that credibility. Make that call to action as soon as possible. There will always be a percentage in the audience who are ready and there’s also a percentage who are not quite ready. So, address their concerns and build that credibility. Give them another call to action after you’ve done that.
Anyone can create videos. Creating videos takes hard work but everyone can learn how to do it. The principles that Benton’s team use in making a $5,000 video are still true in making a $500,000 video. It’s not much on the scope and budget, it’s more of doing the right thing at the right time.
The Squatty Potty story
Benton’s team just did a successful video for Poo-Pourri and when the CEO of Squatty Potty saw that video, he just knew that they needed to have theirs created as well. They came to Benton’s team and his team was initially cold since they just did one for the same product. But then they thought of ways on how to make it less disgusting to talk about and make it more proper and put together.
They landed on the unicorn idea and it all happened from there. They made it safe, colorful, and less awkward to talk about. They had to reach a broader audience so they needed to do something a little more unexpected.
Squatty Potty worked with Shark Tank and Bed Bath and Beyond prior to working with them. They were making $4 million a year and jumped to $25 million after they worked with Benton’s team. It was around that ballpark.
Bobby Edwards, CEO of Squatty Potty, had the guts to put a pooping unicorn as the face of its brand. But the risk was worth it and took them to where they are today.
If what you’re selling provides a real solution to the problem, then the video can work. It can be a sales tool and it can also be just a part of the sales process. Either way, it’s a powerful tool to use.
Investing in video can go both ways, losing your production investment or gaining millions of dollars in return. Take advantage of the face-to-face component and use videos to increase sales.
“How To Use Videos To Increase Sales” episode resources
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Fri, 14 June 2019
Ethan Beute from BombBomb equates good marketing to selling by teaching, and he explains how you can generate a lift in cold email responses with video.
Thu, 11 April 2019
Even if you’ve been selling for years, it’s possible that you’ve overlooked some ideas that will help you perform better, like working to shorten the sales process with video.
Today we’ll discuss some ideas that will help you shorten your sales cycle and some ways to use video to accomplish it. I’ll also share a real-life example from one of my clients to demonstrate how effective it can be.
POWER OF VIDEO
Video is so simple and so powerful that it’s hard to imagine that some people aren’t taking advantage of it. We’ve talked about it on The Sales Evangelist for months because it’s a powerful tool that’s available to every seller.
I recently read a study that showed that 7 out of 10 B2B buyers watch a video somewhere in their buying process. So 70 percent of buyers are watching videos that are usually generated by the marketing department.
But why aren’t we in sales using it as well? It’s simpler for the buyer to consume, and it isn’t difficult for us to make them.
PREVALENCE OF VIDEO
Videos are everywhere and we engage with them daily on Netflix, YouTube, and other places. Stories are part of our lives.
We can use them in our prospecting, in our closings, and to build value throughout the entire sales process. Use video to follow up with a client or share a testimonial. Create a video overview of your product.
Chaz works in the 3D printing industry, which for some of us is still rather unfamiliar. Because his product is cutting-edge, it can be difficult for him to explain what he’s doing to his customers.
The emails can get long and confusing. His customers have lots of technical questions. Chaz realized that it would be very time-consuming to answer all of those questions each time they arise. When he tried to get his customers to hop on a call so he could answer the questions, they often went dark on him.
He decided to use video to answer questions for his customers. It shortens the process because it’s quicker than email, and it helps him build trust with his customers.
Chaz said that he can shorten the sales process with video by up to a week.
If you could shave time off of each of your deals, how much more could you process? How many more clients could you obtain? Could you close more deals or earn more commission?
Imagine your current customers running into trouble with the product you sold them. Instead of asking them to ship it back to you so you can troubleshoot the problem, why not use video to help them identify the glitch.
You can walk them through the process and provide guidance that will help them improve the outcome the next time.
Chaz uses the video to carry the customer through the process and it freed up more time in his day because he was able to help his customer quickly and efficiently so he could move on to other things.
We’ve told you about a number of different video tools like BombBomb, Loom, Wistia, and Soapbox. There’s another called Vineyard, and probably many more that I haven’t named.
Video humanizes you for your customer, and research has proven that people do business with those that they know, like, and trust. When your customer can see and hear you, you’ll be able to build trust much more quickly in addition to helping your customer.
You can use video in your prospecting by following up with your prospects. Try using it in your outreach process to see what kind of results you get. We’re testing it ourselves and seeing amazing results.
“SHORTEN THE SALES PROCESS WITH VIDEO” EPISODE RESOURCES
Chaz is part of our TSE Certified Sales Training Program beta group, which wraps up in a couple of weeks. You can connect with him on LinkedIn, and you can watch the videos I mentioned earlier in the podcast here and here.
This episode is brought to you by the TSE Certified Sales Training Program. I developed this training course because I struggled early on as a seller. Once I had the chance to go through my own training, I noticed a hockey-stick improvement in my performance.
TSE Certified Sales Training Program can help you out of your slump.
If you gave a lot of great presentations and did a lot of hard work, only to watch your prospects choose to work with your competitors, we can help you fix that. The new semester of TSE Certified Sales Training Program begins in April and it would be an absolute honor to have you join us.
This episode is also brought to you in part by mailtag.io, a Chrome browser extension for Gmail that allows you to track and schedule your emails. It’s super easy, it’s helpful, and I recommend that you try it out. You’ll receive real-time alerts anyone opens an email or clicks a link.
Mailtag.io allows you to see around the corners. You can see when people open your email, or when they click on the link you sent. Mailtag.io will give you half-off your subscription for life when you use the Promo Code: Donald at check out.
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