The One Tool to Break Through The Noise in Sales and Customer Success
Sales and Customer Success
What is one of the biggest problems in sales and success outreach?
According to Winning by Design’s founder Jacco and OneMob’s Devin, it’s breaking through the noise. Clients are overwhelmed with the spamming of meaningless information by unskilled “professionals” faking that they know you, faking that they care, and faking that they can offer real insights.
The result of this email onslaught is that your prospects have become accustomed to ignoring you. In this article, learn how you can reverse this by incorporating insightful video into your outreach approach
Make it Real
Watch this video in which Jacco and Devin show how creating a personalized video message helps you effectively break through the noise and stand out both professionally and personally – all the while having fun.
Rehumanize the Relationship
First, let’s understand why this is happening. Say that you put some really good content in your batch and blast campaign last week, but received only a few opens, clicks and replies back. In an almost exclusive online world, we are now exchanging insights through digital content. This content is amplified by tools that make it easier to spam people. Don’t let your insights get lost in the inbox.
Email marketers who predicted the end of sales have taken over the world. Through automated, and often semi-personalized batch and blast campaigns, we have dehumanized the relationship between the company and customer.
In-person interactions are more valuable than those conducted through phone or email.
Example: If Mary (on the sales team) did not speak to Jon (the client) in person, Jon is less committed to attend your meeting. Jon is less interested in participating in Mary’s demo, and Jon feels less committed to stick to the contract as he runs into a problem.
It is a lot easier to send an email saying “Mary, I am sorry, but we are no longer interested” versus picking up the phone to call Mary or meeting Mary in person to deliver the news.
Video allows you to communicate in an online world and rebuild that commitment without wasting time and money on travel.
Put Your #1 Investment to Work
What is your #1 sales tool? It’s not that cool email tool – nor is it LinkedIn. It’s your sales team! Ironically, most companies are turning their reps into email robots. So how can a salesperson differentiate themselves and get more meetings? Let them share their knowledge, show that they care, and put their personality on display!
“ Make how you sell as important as what you sell, and your salespeople will become your Unique Selling Point” – Jacco vanderKooij
Humans process visual information 60,000 times faster than text – so it it’s no surprise that video will be 69% of all internet traffic in 2017. Video is emerging as the new standard on how people choose to learn new information. This is especially the case with C-level executives, who prefer video over text when content is the same. It gives them a sense of reading your non-verbal cues and detecting real-time if you are sincere.
“Salespeople who use video consistently close 34% more deals .” – Citrix
So stop the email pitching, and start the conversations. Here are three use case examples for a Sales Development Rep, an Account Executive and a Customer Success Manager:
1) Draw Out a Quick Whiteboard Explanation
Here’s an opportunity for the SDR to visually demonstrate the problem the market is experiencing. Practice drawing a few simple diagrams on the board, with circles and arrows that describe your problem. Then (and this is important) start from a clean whiteboard and build your story. Your video will be specific to industry and persona specific problems and solutions – 1 video won’t work for all of your prospects because they care about significantly different solutions.
2) Address a Prospect’s Question
Take your prospective client “through the experience of your service.” Use video to give an elbow-to-elbow experience and show your product in action. Yes, it is okay if you occasionally stutter and stumble, no retake needed. In a live demo you would not ask people for a “take-two”. We call that authenticity.
3) Engage Existing Customers
CSMs need to sustain long term communication from initial contact to renewal. Adding a personal touch through video to an email driven relationship helps strengthen and keeps interest alive through the renewal process. Humans tend to feel a sense of obligation when they see the face behind the phone, leading to decreased tension in problematic situations and increased trust.
What NOT to Do:
Do NOT pitch: Anytime you find yourself saying “at ACME we offer … and we can solve your problem … we have these features that … ” cut that stuff out. No one is waiting for your sales pitch. Instead, do your research on your prospects and their problems. Show empathy and offer examples of how other relevant clients have solved similar problems.
Combine Email and Video
Combining email and short videos into your sequence has proven to be very effective. Including that eye-catching thumbnail image in your email will help your email stand out from the rest.
Example 1: Video During the Prospecting Stage
Chad created a personal video to get a meeting with a new prospect. Here’s how he captured his demonstration on video.
Subject: Felt compelled to create this for you Jon
I was doing my research on your business challenge to increase your revenue this year at Dunder Mifflin. To respect your time, I took to the white board to quickly demonstrate how you could benefit:
I’ve got a lot more insights but don’t want to overwhelm you with them. Let me know if you have time to talk? – Chad
Example 2: Video Email in the Winning Stage
This rep sent an email on the last day of the month to win over a client that previously said “no”. Here’s his message.
I want to be respectful of your time, so I recorded a short video message for you:[add your personalized video link here]
In case you don’t have time to watch, I cover:
- How [Similar Customer] switched to [my company] from [Competitor] and how one rep on their team booked 21 meetings by using [specific feature]
- Establish a long term partnership
- Innovation leader – our vision (innovative)
I hope we can jump on one last call before you decide, and would like to introduce you to our CEO who will further explain our product vision.
Benefits of a Noisy Marketplace
So to answer the opening question, how can we turn this problem to our advantage? Invest in your sales team and train them to really know what they’re talking about. Then put them in front of a camera and ask them to talk to the customer. Yes, they will sputter and it will be hard. Yes, it may require a few takes. Yes, it will take some time to excel at it. Be patient because as with anything, practice makes perfect. They will improve, and your prospects, customers and partners will begin to recognize it.
“Nobody cares how much you know until they know how much you care” Theodore Roosevelt
Welcome to the shift; through your personal outreach, you’re actually showing that you and your company care about your future customers from the first moment of engagement. In turn, they will start caring about you, attending meetings, participating in the demo and sticking with you when you stumble and fall every so often. Sales is something that happens between human beings, and video is the solution to re-humanize the digital conversation.
Want to Learn More?
I hope you found this post and its insights to be valuable. At Winning By Design, we help Design, Build and Scale Sales organizations. These and many more insights were gained from working with nearly 100 Software as a Service Sales organizations that can be found on Amazon in the recently published book, “Blueprints for a SaaS Sales Organization“. It is regarded by Academics, Venture Capitalists, and Sales Scholars as a “Must Read for Sales Executives”.
Go Ahead, Try Video with OneMob!
Start personalizing your interactions with OneMob, the leading bidirectional video messaging platform. Fully integrated with Salesforce, OneMob enables any customer facing rep (in sales, customer success, support, etc.) to record, upload and send personal and trackable video messages. With customers seeing meaningful increases in responses, this is a provenly effective and emotionally engaging way to communicate with prospects and customers. Backed by Salesforce Ventures, OneMob is used by leading companies such as Cisco, LinkedIn, Yelp, Betts Recruiting and more. Check out how OneMob’s customers use video messaging to put personality back in their interactions, leading to increased revenue. You can do the same today by sending your first video from your desktop, iPhone and Android mobile devices.