Selling To Goldfish: Responding To Decreasing Attention Spans Of Customers

Arif Johari

The average human’s attention span is down from 12 seconds in the year 2000 to eight seconds today. That is less than the nine-second attention span of your average goldfish! Another study states that most healthy teenagers and adults are unable to sustain attention on one thing for more than about 20 minutes at a time, although they can choose repeatedly to re-focus on the same thing. So how do we cater to customers who are overloaded with marketing messages?

“If a picture is worth a thousand words then a video is worth a million!”
Barry Levinson, Academy Award-wining director.

Personalized videos are the next big hit for content marketing. If done right, they can be engaging, entertaining, and educational. Videos don’t have to be extensively produced; the goal is to create authentic videos with relevant content rather than videos for mass consumption. There are a lot of videos out there; the ones that are most compelling elicit an emotional response, whether it’s through background music, empathy from the speaker, or the video’s imagery. Personalized videos cater to the ego of your customers, who love feeling special, and personalized videos signal to them that you care about them, you want to cater to them, and you will respond to their needs.

“This personalization creates a meaningful connection with your buyer and makes your video that much more engaging. It’s tailored content like this that will help you stand out from your competitors and get you that much sought-after meeting for a pitch.”
Jill Rowley, Partner, Sales for Life.

Aligning sales and marketing

One of the benefits of creating personalized videos is that salespeople get to create content that’s more specific to the needs of each customer; it helps connect them on a more personal level with the customer and it humanizes the brand.

The average customer, according to Forrester, consumes 11.4 pieces of content before making a purchase. From the customer’s perspective, it’s easier to consume videos over lengthy whitepapers. Sales is about relationships, and video is just one more way we can engage and build camaraderie with our customers. Marketing benefits because they’re getting front-line content that aligns with the customer’s needs and helps generate more leads, nurture more inquiries, and effectively connect with customers throughout the buying journey.

Get the right tools

Sales reps assume that creating videos is hard and time consuming, but in this day and age, creating great videos doesn’t have to be expensive or laborious. For a personalized introductory video, you can easily record on your phone and edit using an app like Videolicious that can help produce professional-quality videos in minutes. You can also incorporate existing high-end demos into your personalized video. Imagine a potential customer’s response to getting a video where the salesperson addresses him or by name and identifies issues and proposed solutions specific to their company.

Pro tip: Film in a quieter space with natural lighting and avoid a bland or white background.

Start small

When it comes to creating videos, start small. To get comfortable, start by creating a video business card, which should be under one minute; the whole process – including filming and editing – should take about 15 minutes. Make it a habit to send follow-up videos after meetings so that you’re utilizing videos as part of your sales toolkit.

Pro tip: Do power poses before filming to boost your confidence; you’ll be surprised at how a little boost of positive thinking can improve the tone of your video.

You’ve got to be committed to the process, because a video’s return on investment doesn’t happen overnight. Just like any other sales strategy, not all customers will respond, but being personal and human definitely help you stand out from the crowd of competitors.

Social selling has become such a hot topic that Coffee-Break with Game Changers is dedicating an entire series to exploring its various facets and promoting best practices for salespeople. To listen to other shows in this series, visit the SAP Radio area of the SAP News Center.

Arif Johari

About Arif Johari

He is a Communications lead, Digital Marketing generalist, and Digital Selling (Social Selling) advocate. He enables marketing and sales employees in Digital Selling so that they’d leverage social media as a leads-generation tool. He is responsible for executing innovative marketing strategies to increase engagement in social media, customer community, and landing pages through content, events, and multivariate testing. He is passionate in making the work processes of the marketing and sales team more efficient, so that they can generate more revenue in a shorter time.