“Use movie trailers to capture attention, create interest, and end with a call to action.” – Jennifer Colosimo in today’s Tip 1148
How about you? Are you using movie trailers?
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Scott Ingram: You’re listening to the Daily Sales Tips podcast and I’m your host, Scott Ingram. Today’s tip comes from Jennifer Colosimo. Jennifer co-authored Strikingly Different Selling and Great Work, Great Career with leadership expert Stephen R. Covey. As president of FranklinCovey’s enterprise division, she is accountable for profitable growth in over 160 countries. She’s led teams in consulting, global operations, learning and development, CSR, and IT at FranklinCovey, Accenture, and DaVita, and served as a COO, CLO, and VP of Wisdom. Here she is:
Jennifer Colosimo: Movie trailers, the previews of coming attractions in the theater or viewed online are critical to the success of a movie, and people love them. Movie trailers rank third in the highest viewing numbers out of the billions of videos watched on the internet. A successful movie trailer does three important things. It captures your attention quickly. It creates interest by revealing just enough about where this is going. And there’s a call to action. They want you to see the movie.
For sales purposes, a movie trailer is a brief verbal or written communication that excites the client to want to meet with you or intrigues the client at the start of a meeting or proposal, so they engage in further dialogue with you. It’s communicated from the client’s perspective, not jargon-heavy, and focused on your organizations or your solutions or you. Can you imagine a movie trailer that was focused on here’s, the technology we use to create this CGI dinosaur, or how long we’ve been making movies as a producer, or how many locations we shot in. No. Boring. Yet, so many sales interactions do exactly that. They focus on the seller, not the buyer.
I’ll give you an example of a sales movie trailer. Assume I’m pausing for responses and being conversational and being a human. But for the purposes of illustration, I’ll do my side of the conversation. “Hi, I’m Jen with ABC Company. Thanks for taking my call. I’ll be brief. I’m calling about your pioneering work in robotics and your latest innovation embedding a control system. Would you be interested in discussing some ideas to help you produce your product in one day instead of a week?” I’ve captured attention. So to continue and create further interest. “Based on the work we’ve done with other robotics companies, we could likely cut production time by using fewer parts, driving reductions in material, and driving reduction in labor costs. Typically, return on investment is seen in a single output.”
Now, at this point in the conversation, perhaps I’ve got a call to action scheduling the next meeting, going further. You can’t be certain that every detail in your movie trailer will match your client’s situation, and that’s okay. As long as you’re directionally correct, the client will usually have enough to react to. You can use a movie trailer in an email, a proposal, a text, a LinkedIn inbox message. We can use movie trailers to connect with a new contact gain buy-in on a meeting agenda or conclude a meeting with enough punch to earn the next meeting. Use movie trailers to capture attention, create interest, and end with a call to action.
Scott Ingram: Now here’s your call to action at the end of this tip: For links to connect with Jennifer and to pick up a copy of her book, “Strikingly Different Selling: 6 Vital Skills to Stand Out and Sell More,” just click over to DailySales.Tips/1148. Once you’ve done that. Be sure to come back tomorrow for another great sales tip. Thanks for listening!