“Leverage personal video as part of your sales process” – Casey Hill in today’s Tip 444
How about you? Are you using videos as a part of your sales process?
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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 Casey Hill from Bonjoro. Casey is a leader in sales and growth hacking and is a top ten writer in the world on Quora for SaaS sales, SaaS Marketing and SaaS. Here he is:
Casey Hill: Hi everyone! My name is Casey with Bonjoro. We’re a personalized video messaging company and I wanted to talk today about the power of building personal human authentic connections as part of the sales process. So before kind of even diving into that, I want to take you guys through a little thought example that was talked about in a TedTalk I recently listened to. So they ask people to think of a person whose name was “Baker” and then they said to think of the profession, a “Baker”. And they actually, they asked two separate groups and then they circle back in a few hours and they saw how good retention was between those two groups and they found a pretty stark contrast. And the stark contrast was in favor of the people remembering the profession “Baker”. Now, why was that? Why were people so much more likely to remember the profession “Baker” than a person?
And the reason is context. When you just give someone a name, they don’t know. In that case, whether it’s male, whether it’s female, they don’t have any context to put around it. But in the case of the profession, you think of a Baker, you think of the hat, you might think of the smells, you have all of these different associations. So that same principle is true when it comes to video as well. So when most people follow up, say after a sales conversation, they send a standard email. The challenge with the standard emails, standard text, email is you’re lacking those context pieces. There is no tone, there is no body language, there’s no facial expression, there’s not all of these components that contribute to relationship building to that contribute to building familiarity, right?
So one of the things that we’re trying to do at Bonjoro is we’re working with sales teams and we’re helping them try to build more of those authentic connections to close more deals, to build more traffic and also to get stronger refers with these relationships and withstanding out you have more people that are talking about it that are kind of spreading the word. And so again, there’s a lot of ways you can use video to help in your sales process. A lot that I’ve kind of used personally. So one is if you’re a part of a sales process where you do meetings with people, consultations, demos, walkthroughs, that type of thing. A great application is to do an introduction before that with a Bonjoro, just reach out to them, make a connection, set some expectations. It’s an awesome way to, number one, make sure that people show up. So a lot of people we see on sales teams are using this initially to reduce no show rate because you know, many businesses struggle with that. Someone books appointment but they don’t show up. The second thing is to create a better context for the conversation by kind of setting that in advance. So instead of just sending an email that says, “Hey, we’re going to talk about X, Y, Z” you’re able to have something that’s a little bit more personable.
Then after someone has a meeting, the next place that you can really insert video effectively is after the conversation has taken place. So you send out something after proposal and for the competition, you know they’re just flooding people with those standard texting emails. That person who met with you might’ve met with five competitors and they’re all gonna follow up in the same way. They’re going to hit them on the phones, they’re going to hit them in the inbox with the emails, and that person’s going to have a lot of messaging that looks really similar.
But if you use personal video, that’s a way that you really stand out. It’s a concept that a famous marketer called Seth Godin calls “The purple cow” and basically what that means is if you were going down the street and you see a cow, you’re not going to think anything of it cause you see a million cows. But if you see a purple cow, you’re going to stop and you’re going to check that out and you’re going to tell people about it. So it’s the same thing is true with video. If you follow up and you have a personal video that’s catered to that person, it really spans out in the inbox. It’s different, it’s powerful, it’s compelling. And so that’s my tip for today, leverage personal video as part of your sales process.
Scott Ingram: For more about Casey and Bonjoro and of course the video version of this tip, just click over to DailySales.Tips/444 On that page there’s also a link to their video playbook library that includes an extensive library of templates for how to use video at all different points in the customer lifecycle. There no opt-in or purchase required, it’s just a great resource for anyone interested in the video medium. Again you’ll find that link at DailySales.Tips/444
Once you’ve checked that out, be sure to come back tomorrow for another great sales tip. Thanks for listening!