Video has impacted almost every area of the enterprise – but the digital transformation of the sales organization is possibly the most profound. Sales is built on a foundation of personal relationships, from coffee catch ups to over the top events to friendly rounds of golf. But the emergence of a digital world, where all aspects of business can be managed remotely, has made it hard to keep that personal touch.
In today’s competitive environment, video allows people to stand out as more than a face in the crowd. Even better, it also gives a rich new source of data, so salespeople can adapt their approach based on real-time insights. How can your organization use video to empower your sales team, convey your value propositions more effectively, foster collaboration between sales and marketing, and keep converting leads long after your original touchpoint?
Read on to learn how to address common scenarios in the five steps of the sales cycle – and how you can use video to make (digital) selling personal again.
Zack has a lot of leads to chase – leads who are constantly being pitched to. He has to go from being an anonymous email address to a familiar face in the very first communication.
Natalie will send multiple emails to her prospects, praying someone will open them and even more improbably, respond.
What Natalie really needs is analytics to tell her what content resonated with her leads, so she can adapt her campaign to real time behaviors and shorten her sales cycle.
Rachel excels at her job – she can easily explain her company’s platform and provide insights and recommendations to clients. But she’s not an engineer. When a client asks her a question about her system’s backend, she turns to sales engineers (SE) for help.
If there was a video of the SE’s doing demos or answering common questions in a central repository, she and other sales reps could easily share that with their clients.
Rachel got their attention, and now she has an upcoming client meeting but hasn’t yet been introduced to any of her client’s colleagues. She wants to be sure others in the organization are aware of her solution before the meeting.
By creating a video agenda and executive team message that her client can share with her own managers, Rachel can reach an entire group of decision makers.
Rachel returns to the office after the in-person pitch meeting. Her client had seemed interested but preoccupied. Rachel isn’t sure that her client had processed all the information she presented.
If Rachel made a video recording of the meeting, her client could review it on her own time. Better yet, it would keep Rachel’s presentation top of mind.
Now that her foot’s in the door, Rachel wants her RFP to stand out from the rest. Though she’s already impressed her target, she’ll need to win over their team members. How can she go the distance?
A video walk through of the RFP would allow Rachel to convey information to her prospect’s stakeholders, whom she might not have met personally. And she would avoid having her best points lost in a mountain of paperwork.
Rachel closes her deal, but her job’s not over. The prospect is now a customer, and their future happiness (and upsells) depends on great customer service – starting now.
Using video, Rachel could introduce his colleague Amit, a Customer Success Manager (CSM), to the client. Amit would immediately go from being just another name to a welcoming face.
With video analytics, Rachel would also be able to learn what the new customer had been watching over the sales process. She could develop a deeper, more targeted relationship with this person, today.