Tech suppliers wrestle to differentiate their options. You can use video to make your differentiator stand out — so long as you do not ask the viewer to take in an excessive amount of.
For many B2B services, technology itself is a giant differentiator. But distributors of those technology options typically wrestle to differentiate their very own options. It’s an issue as a result of, in accordance to Gartner analysis, when technology patrons aren’t certain what makes a solution totally different, they don’t purchase from that vendor. When you use video to differentiate, be sure you don’t cloud the image with a surrounding claims that your rivals additionally make.
Touting buyer advantages can enhance confusion
Most technology entrepreneurs consider that patrons don’t care how technology does what it does — patrons simply need to know what it may possibly do for them. This could also be true, however when it comes to differentiation, dramatizing the shopper advantages could also be counterproductive when
- how the technology works is the differentiator
- the advantages are the identical ones everybody desires (superior efficiency, elevated effectivity, larger productiveness, and so forth.)
- rivals’ choices promise to ship the identical advantages
So, time spent touting the identical advantages your rivals promise is extra seemingly to enhance confusion than it’s to make your differentiation plain for all to see.
Use video to differentiate
Video is one of the best ways to clarify — at a excessive degree — how one thing works.
Video animation could make the differentiation story easy and compelling, highlighting the distinctive attributes that kind your solution’s character.
Video is sweet at drawing the side-by-side comparisons that distinguish your solution from the one patrons will select — in the event that they don’t see a distinction — from a better-known competitor.
Videos that make a degree credibly, with out advertising and marketing fluff, are extra seemingly to be shared with the best folks within the purchaser’s group.
Speeding up the dialog
Short movies which are primarily visualizations velocity up conversations (together with on-line chats) and gross sales displays. This is especially true for options which have plenty of transferring elements and wish to be defined step-by-step.
Sales reps don’t need to interrupt their conversations with prepackaged movies that really feel like commercials. But a brief animation depicting a dynamic course of circulate makes it straightforward to put issues clearly into the client’s context.
This issues, as a result of, as Gartner’s Hank Barnes notes, “a low-quality sales presentation is one of the top causes of them rejecting a vendor immediately.”
Note: A model of this publish appeared in Biznology.