In a recent conversation with a branch manager, I asked if his originators were using video in their selling process. The manager sighed and answered, “Not really. They only use it when I create the video for them.” As a social selling trainer, I’m not surprised. I often work with sales professionals who are resistant to engaging with prospects on social media platforms. The problem is that these originators are missing out on a real chance to differentiate themselves from their competitors and to increase their production. Video is no longer a nice-to-have sales tool but should be an integral component of all origination efforts.
According to a new Cisco study, video is predicted to account for an unprecedented 82% of all Internet traffic by 2020. Video is not a novelty anymore, but a better way of creating a memorable impression than text-based messages such as email. The reality is that video provides a more effective human interface than any of the other marketing platforms because real life is lived in pictures.
The excuses I hear from originators who are not using video run the gamut from “I am too busy with my pipeline to referral sources I have had for years and I don’t need to use video because I already do business with them” to producers who are simply uncomfortable and inexperienced with the medium. While these excuses seem reasonable, in today’s ultra-competitive marketplace, originators must present themselves in unique ways to potential customers. In the past, video was costly and difficult to work with but now there are easy-to-use programs and apps for video creation. While video has been a staple of B2C communications for quite some time, it has now become appropriate for the B2B arena.
In our new world of selling where the buyer has all the power, salespeople are challenged to develop trust faster than ever with prospects. The trust of the referral source or consumer in a complex sale is not guaranteed just because an individual works at a large financial institution. Each salesperson is challenged to establish their own credibility within their respective territories. Video messaging can help them build trust faster than other mediums. Here are three ways that an originator can use video in their sales efforts:
1.Sending prospecting emails. Getting a prospect’s attention today isn’t easy. Text-based messages such as emails require prospects to set aside time to read and understand the content. On the other hand, a video message is a much quicker way for the buyer to relate to the seller and grasp their message.
2. First meeting. All salespeople recognize that first impressions matter a lot in selling. If a good impression is made in the first meeting, the likelihood of getting a second meeting is greater. For a seller to depend on one’s voice or tone to gain trust is a one-dimensional strategy. With video, all the senses are brought into play. Video delivers more of a total package to the buyer of products and services.
3. Meeting summary. Emailing a two-page laundry list of what has been discussed in a meeting is asking the receiver to spend the time to read it. A video summary is more likely to be opened and reviewed.
There are many other ways originators can use video to enhance their selling opportunities. It is all up to the imagination of the originator in determining how they want to stand out from other originators in their personal sales process. If you are not using video in your selling model, you are missing out on a great way to establish trust and make a good first impression.