“Nothing happens until a sale is made.” Thomas Watson Sr. made that cogent observation while president of IBM from 1914 until 1956. Those words are just as true today as they were then.
What has changed are the number of communications channels salespeople are now using to connect with clients and prospects.
When businesses, travel, and events slowly reopened after the pandemic, salespeople had to adjust their tactics.They had to experiment and innovate
Now, instead of reverting to their tried-and-true pre-pandemic sales practices, sales and marketing teams are trying to find the right blend of in-person and digital sales and marketing channels to accomplish their goals The holy grail of “omnichannel selling” would be the combination of sales techniques and channels that would improve the sales pro’s efficiency, cut travel and entertainment costs, provide better customer service, and bring in more revenue.
A 2021 McKinsey study confirmed that the pandemic helped spur the growth of omnichannel interactions for B2B sales: “Even as in-person engagement re-emerged as an option, buyers made it clear they prefer a cross-channel mix, choosing in-person, remote, and digital self-serve interactions in equal measure.”
According to the McKinsey survey, 83% of B2B leaders now believe that omnichannel selling is a more successful way to prospect and secure new business than traditional, face-to-face only sales approaches. Only 15% of B2B companies expect in-person sales meetings to be the norm in the future.
Video is a popular medium for omnichannel selling because video messages add a persuasive human personality to social media posts, text messages, or emails.
“Anyone who wants to connect with customers or prospects should consider adding video to their marketing mix,” said professional motivational keynote and virtual speaker Ken Okel (the TV Guy). “It gives you an easy way to stand out from the competition in a memorable and informative fashion. Printing is a visual medium and video can help bring a customer into your world of expertise.”
Professionally Produced Videos
Content marketing teams professionally produce sales videos that can be used for brand awareness, product launches, plant tours, product demonstrations, and interviews with technical experts. In video interviews, experts can answer the types of technical questions that customers ask print sales reps.
But buying professional camera equipment and renting production equipment is expensive.
So professionally produced videos are best for content that appeals to larger audiences and isn’t likely to be outdated within the next two years.
Sales professionals can send links to these videos to customers and prospects who are in the information-gathering process.
Self-Recorded Videos
Video messaging platforms such as Vidyard, BombBomb, Dubb, and Covideo enable sales pros to record and send personalized messages to clients and prospects. At LaManna Consulting Group, we use BombBomb because Ken Okel recommended it.
“With BombBomb, you can use the tools you already have, like a smartphone or a computer webcam, to record your video messages,” Okel explains. “From a technical perspective, the system is easy to use. If you can take a selfie, then you’re in good shape.”
Through the program, you push a button to start recording, then push a button to stop. You can then review your message, re–record it, or send it out as an email, text message, or social media post.”
Video Types and Techniques
While self-recorded videos must capture the viewer’s attention, the recording quality doesn’t have to meet broadcast standards.
“Salespeople sometimes fall into the trap of thinking their videos have to be perfect,” said Okel. “Authenticity is important and an occasional stumble isn’t the end of the world. And with practice, you’ll become a better communicator overall.”
While the BombBomb system is easy to use, Okel says a few people have asked him for some coaching: “For some, it’s about creating the best lighting and sound conditions in their offices. Others want help with messaging or their overall performance. And a few want to brainstorm video ideas. My goal is to cut the learning curve for people.”
A Vidyard report on “The State of Virtual Selling” describes 3 types of sales videos:
Selfie-style videos simply show the salesperson speaking into the camera
Screen-share videos show the salesperson’s computer screen while the salesperson explains what is being shown
Hybrid videos show a recording of the screen along with a “selfie bubble” that allows the viewer to see the salesperson’s face as the screen is explained.
The type of video you produce may depend on the reason for communicating.
For example, imagine you receive an email from a customer about whether you can handle their print job, says Okel. “In the past, you might have sent your sell sheet to them. With BombBomb you can quickly send a personalized video to that person. You can explain the printing process, the timeline, and even hold up samples from similar jobs.
Okel demonstrates the power of self-recorded videos in this BombBomb video he emailed me:
Improving Efficiency
Video messaging platforms help sales people track if and when the video was opened and how much of the video the recipient watched.
Over 70% of sales pros in a 2021 Vidyard survey reported that custom-recorded e-mailed videos performed better than text-based emails in terms of open rates, clicks, and responses.
Data also shows that using custom-recorded videos can shorten the number of touchpoints a sales person must make before booking a call. Video sales messages can also save time by reducing the need for long emails, chat messages, and in-person or Zoom meetings.
Okel notes that one of the biggest benefits of using video for sales messages is that “The prospect can now associate a face and a voice with your business. You’ve become a trusted resource.”
Ken has helped the LaManna Consulting Group produce videos and podcasts for the past few years. And he will be with us in Minneapolis June 14-16 when we shoot a series of videos at the Amplify Print Finishing and Embellishment Event hosted by Association for Print Technologies (APTech) and the Foil & Specialty Effects Association (FSEA)
If you would like to ask Ken for advice on using video messaging for print sales, stop by the LaManna Consulting Group booth and I can introduce you.
RECOMMEND RESOURCES
Ken Okel
Ken Okel You Tube: Communicating Through A Camera
BombBomb: How to Send Video in LinkedIn Messages to Better Connect with Your Prospects
Vidyard Report Reveals Sales Teams Using Video Have Increased Response Rates, Reduced Deal Cycles