At the heart of the digital transformation is the blurring of the lines between sales, marketing, and customer service and the ultimate merging of these roles into one revenue-generating business unit. Digital selling is the use of digital assets and tools to identify, engage, and derive revenues from customers. It takes a holistic view and brings together cross-functional elements across the organization to guide buyers through a journey that ultimately leads to better engagement and ultimately more closed deals.
“Videos are more frequently shared on social media as compared to written content.” – Koka Sexton
Let’s just let that sink in for a minute. “Videos” is the keyword here; they’re not reading your white papers…really?
The statistics from your Foresters, your IDCs, and your Gartners all prove that video is much more engaging and the best way to get your message across. It’s the most consumed content out there.
“Education is the most powerful weapon which you can use to change the world.” – Nelson Mandela
I’m a big proponent of Malcolm Gladwell’s idea of putting in 10,000 hours to become an expert. Apply that principle to your professional life, and it supports the idea that we have to constantly be learning, as there are always new tools, techniques, and strategies.
If you’re not out there actively engaging in learning – whether it’s for your job or your personal life – then you’ll become stagnant. Education is the only way to keep evolving in the face of disruption.
Video is the latest disruption that salespeople are wary about:
I don’t have time to make videos!
I’m too camera-shy!
No one’s going to watch it!
However, it’s actually the best time to take advantage of using personalized videos in your sales process, because you’ll be one of the early adopters. Because few people are using personalized videos, there’s a lot less noise from competitors. This helps you position yourself as authentic and delivers your message in a more consumable and fun format.
Recording a video is one way to show the humans inside the glass buildings. And live videos, using applications such as Virtual Studio and Facebook Live, can help you get more attention because people love the idea of joining you in the moment.
As you gain skills, you can consider other video tools, such as 360-degree videos or GIFs, to spark excitement among your prospects. Remember, people buy from other people, and customers are more likely to buy from people they personally like or have good relationships with, even virtually.
Elevate your elevator pitch
Customers don’t have a ton of time, but they always have their phones and headphones with them. If they’re in line for coffee, rather than reading a 600-word blog or email, they might prefer to watch a one-minute video.
In a one-minute video, you can share about 80% of what would be covered on a discovery call. So, if I cold-call a customer that saw my video, I can get through my whole spiel – without them hanging up on me – and use that phone call strategically for a specific call-to-action. With platforms such as PointDrive, you can see which customers have seen your videos and for how long they engaged with them.
Questions you would normally answer in an introductory call, such as:
- Who are you?
- What do you do?
- What’s your value proposition?
- Why should I be talking to you?
are things you’d want to cover in your elevator-pitch videos.
Videos that are done well show that you really care about the customer, that you not only took the time to listen to their interests and challenges but to also create a snackable summary of how you can provide value. You can use LinkedIn Sales Navigator to help personalize your message, Videolicious to produce professional-looking videos in just minutes, and PointDrive to present your videos on a trackable landing page. This enables you to establish a personal connection with your prospect without ever having talked to them.
What other ways can you find out what your customers are asking and what their business problems are? If you can create videos that specifically answer their questions, you’re on the right track in what your content should be. If you’ve done that successfully, you will elevate yourself from somebody who’s seen as “just a salesperson” into more of a trusted adviser role.
The more your customers see your face and the more that they see you answering the questions that they want to know about, the more stock they put in you as an expert. Sites like quora.com and LinkedIn Groups allow you to search for questions your customers might be asking.
Digital 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 “Changing the Game with Digital Selling“ channel.