Within the final couple of years, the shift from conventional to digital has been large for the go-to-market gross sales and engagement fashions. Video Promoting has emerged as the highest digital promoting strategy to seize a prospect’s consideration, fast-track deal cycles, and shut extra enterprise because the world continues to go distant. The truth is, in keeping with a current McKinsey survey, “globally, 61% of consumers say they will get as a lot worth from assembly suppliers over video convention as they will from in-person visits.”
To dive deeper into how precisely sellers can benefit from this chance, we spoke with Shari Levitin as a part of our Limitless Webinar sequence. A famend international gross sales chief and the CEO of the Levitin group, she shared unbelievable greatest practices and tips about “Cracking the Code to Promoting with Movies.”
Together with being a celebrated speaker and mentor, Shari can also be a bestselling writer of “Coronary heart and Promote” and a contributor to Forbes, CEO Journal, Huffington Submit, and extra. She has been acknowledged as one of many Prime Ten Voices in Gross sales for LinkedIn 2018, 35 Most Influential Ladies in Gross sales, and Prime 20 International Gross sales Specialists. Outdoors of labor, she is an outside fanatic!
Whilst you can watch the entire webinar, listed below are some insights from that episode (scroll right down to after the video)
Watch the entire webinar
Query: Why do you have to take into account movies to enhance outreach?
Utilizing movies in gross sales emails, relationship constructing, and prospecting interprets into higher open and reply charges. And there are many stats on the market reinforcing this. However we wished to listen to from Shari about what her expertise has been.
Shari: “Video is extra impactful than, say, a prospecting e-mail or a cellphone name or a follow-up e-mail after a presentation. Primary, you get the next open price. So, in case your inbox says, ‘Simply checking in,’ or ‘E mail from Jack,’ or regardless of the case could also be. You bought a few 3% open price. I’ll let you know with video proper now, you’ve bought a 3X open price. You’ve got a 3 times larger likelihood when it comes to open price.
My expertise after utilizing Hippo Video has been like 10X. What occurs is once I ship an e-mail, I put within the topic line: Video or Video Message for Heidi. The minute you click on the video, it’s proper there. They don’t should click on on a hyperlink. That’s why you want a video platform. As a substitute of simply, for instance, sending a video on YouTube, the video really reveals up within the physique of the e-mail. So, it’s novel. Individuals are intrigued. It’s form of wonderful. So once more, consider the truth that your prospects are loopy busy. They don’t need to reply their emails any greater than you do. After which unexpectedly there’s this video that’s shifting and catches their eye they usually’re like, whoa, that’s as novel as the phone was within the 60s.”
Query: How do you run discovery calls in a means that pulls your prospects in?
Whereas all of us have our personal guidelines of questions for executing a superb discovery name to wow the prospects, there may be maybe no foolproof course of. Or, is there?
Shari: “We’ve got a framework that we educate on the Levitin Group — one we’ve really taught for over 20 years, which may be very efficient, it doesn’t matter what you’re promoting. And it’s referred to as the pores and skin, bone, coronary heart, and connective tissue framework.
Pores and skin questions are surface-level questions. They’re reality questions. For instance, ‘How lengthy have you ever been utilizing X software program?’ ‘The place are your different places of work?’ … Bone questions uncover issues or challenges that the client is having. So a bone query is likely to be one thing like ‘For those who may change something about X, what would it not be?’…
We’ve bought to ask the pores and skin questions, however higher salespeople ask bone questions, and the perfect salespeople on this planet break previous the pores and skin, via the bones, and into the guts. Coronary heart questions are questions like ‘For those who may improve your gross sales,… and earn an additional $5,000 a month since you begin implementing video. What would you do with the additional cash?’
Pores and skin and bone questions are often who, the place, and when questions, and coronary heart questions are why questions. There’s a brand new form of query that it’s essential to ask, notably, you probably have a fancy sale, and that’s a connective tissue query. In case you have quite a lot of decision-makers, you need to ask, ‘What are your standards for decision-making?’”
Query: How are you going to revive useless offers?
Don’t all of us need an opportunity to revive useless or stalled offers? Certain, there are ‘off days’ for all of us, and a few offers should not meant to be. However a well-thought-out, personalised strategy considerably ups your probabilities of reconnecting with a prospect who has gone ‘chilly’.
Shari shares how tailor-made video messages can convey a deal again to life. “Movies are nice CPR for useless offers. You recognize, you’ve bought any person who went darkish. They’re in your pipeline, and the deal’s useless. I can’t let you know what number of occasions I’ve despatched a video and, form of, resurrected that deal. As a aspect notice, if a deal’s actually useless, I ship a ‘breakup e-mail’.
If I haven’t heard from any person in a very long time, I’ll put within the topic line ‘Are we breaking apart?’ ‘Haven’t heard from you in a very long time.’ Or, ‘Good luck. It sounds such as you’re going to make use of any person else to be your keynote speaker. There are many nice audio system. Glad to even offer you a referral.’ ‘Appears to be like such as you’ve gone in a distinct route.’ It’s exhibiting you’re being a superb sport. However in the event you do this by video, that breakup e-mail is much more highly effective, and it really works virtually each time.”
Query: What’s a gross sales course of elementary that’s an absolute non-negotiable?
Regardless of its many advantages, digital promoting will be difficult. Whenever you’re already competing for his or her consideration, time, and curiosity, perfecting your strategy is vital. When you’ve executed an incredible discovery, what are you able to do to enhance your probabilities of closing the sale?
“We’ll by no means get off a name till we affirm the subsequent name; my mentor taught me this 25 years in the past — a really foolish phrase referred to as HAM, BAM. That’s, Have A Assembly, E book A Assembly. So, in the event you’re doing a one-call shut, after all, this doesn’t apply. However in the event you’ve bought a gross sales course of, that’s perhaps 1, 2, 3 calls, or perhaps 5 calls, you need to e-book that subsequent name when you’re on the decision. Why? Since you don’t need to play chase video games. It’s no enjoyable. It’s exhausting for everyone and it’ll waste quite a lot of your time. So, one of many stuff you do in your follow-up video is you affirm that point that you simply each agreed to.”For extra data on Shari’s distinctive four-part gross sales framework, nice use circumstances for movies, professional suggestions, and the way Hippo Video may also help, watch the complete dialog.
Nisha is a Product Marketer at Hippo Video. She has over 5 years of expertise staking out markets and creating tales that captivate and carry prospects via their journey.
