How to win more RFPs using video


September 14, 2017

There’s one menace that looms over the top of almost each salesperson, and might strike at any time: the dreaded request for proposal (RFP).

Sometimes, they arrive out of the blue as a mass request to your organization gross sales e-mail. Other occasions, an RFP can come after an in any other case fruitful dialog with a consumer, who shatters all hope of a simple deal by saying, “Sounds great. Will you just fill out this RFP?”

However they arrive, RFPs not often look like excellent news. Most start with a gargantuan, exhaustive lists of granular questions on every little thing out of your information safety procedures to your CFO’s favourite ice cream taste. They’re written to apply to all people, and since they’re so common, they strip you as a salesman of a lot of your storytelling craft. Without the flexibility to interview your prospect, uncover ache, and apply an answer, you’re left to full this dauntingly massive doc with little hope of standing out.

And, as a salesman, irrespective of how unhealthy you suppose you’ve got it, your consumer might need it even worse.

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Many salespeople marvel “who actually reads this stuff?” and certainly, that’s somebody’s job. In the early levels of an RFP, a venture supervisor is assigned and requested to accumulate responses from a wide range of distributors. Some companies resembling nonprofits or authorities companies truly require that these procurement processes be aggressive, which suggests venture managers almost at all times take care of more corporations than they like to.

While RFPs do serve a goal and are designed to make patrons’ jobs simpler by standardizing questions, they generally fail as a result of each gross sales workforce’s responses range. Anything that’s open to interpretation can, and might be, interpreted. Some salespeople rewrite questions, others don’t get again in time, and a few simply maintain calling and attempting to have a chat. The result’s usually that venture managers spend lots of of hours attempting to shoehorn responses again into the template. It’s exhausting work.

Even when responses are clear, they’re normally lengthy. That’s as a result of it’s tough to say issues merely in textual content, particularly while you don’t know who you’re writing to. If a salesman is requested to reply ‘How do you and your competitors differ? Explain.’ you had higher anticipate a brief novel in response. As David Wadler, CEO of the procurement software program firm Vendorful  put its, “RFPs for complex products or services, by their very nature, are usually full of verbiage and jargon.”

One wonderful means to assist present readability, after all, video. Wadler’s firm focuses on making RFPs much less arduous, and when requested concerning the impression of video in a proposal, he replied, “Being able to see a product in action provides incredibly helpful context for the buyer.”

Plus, it’s an enormous favor to the venture supervisor.

Video makes your prospects’ job simpler as a result of individuals love video, your prospects are individuals, and also you’re in all probability the one vendor that thought to use that medium. Your opponents might be busy churning out stacks of rote, boring, jargon-laden textual content whilst you’re presenting in a format that’s truly pleasing to ingest. Plus, it permits you to inject some persona, construct a relationship, and switch the analysis in your favor.  

three methods to use video to win more RFPs:

  1. Tell your organization’s story: In gross sales, relationships matter. Even although it’s not often talked about in RFPs, your prospects are attempting to work out should you’re a likable enterprise. They want to know that you just focus on what they want, that you just’re dependable, and that you just’ll be round for a very long time, however additionally they need to know that you just’ll be pleasing to work with. Use a brief video as a means to convey as a lot and clarify why you’re an ideal match.
  2. Send walk-throughs: It normally isn’t till the ultimate levels of the RFP course of that you just get to current your resolution to the shopper. That signifies that up till then, you’re relying in your writing expertise to convey some fairly nuanced variations between you and your opponents. If you do it improper, you’ll be dominated out. With video tutorials, nevertheless, you can provide clients an up-front style of what your product appears to be like like (a reasonably large plus for many who have well-designed and engaging merchandise) and get them accustomed to it. Even in the event that they aren’t acutely aware of it, you’ll grow to be the usual towards which they measure all others and by the point you lastly current your product, you’ll already appear acquainted.
  3. Articulate a imaginative and prescient: Most RFPs restrict you to describing the way you’ll resolve their drawback. Send your prospect a video on the way it’ll make them really feel. If it’s sensible, even create a number of, one for every completely different division. Articulate a imaginative and prescient of how they and their firm will profit with this drawback solved, citing case research and actual life eventualities. In doing so, you’ll give your prospect a more concrete sense of what you are able to do for them personally, and this offers you an enormous leg up on the competitors.

Now, simply think about your self sitting within the venture supervisor’s seat. Seven distributors have collectively despatched lots of of pages of paperwork with barely a page-break in sight and also you occur upon one that features video hyperlinks. It’s a lot shorter, with concise, punchy solutions, and video thumbnails of the salesperson smiling and waving. You click on, and also you’re lifted out of the drudgery of key-punching right into a world of video leisure.

As that salesperson, you’re already high of their listing. Supplement your RFPs with movies and also you’ll win the hearts and minds of busy procurement managers together with the deal.

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Chris Gillespie

Chris Gillespie

Chris Gillespie is the author and founder behind Find A Way Media which helps nice companies create killer advertising content material. Based in Brooklyn, Chris spent years promoting SaaS know-how options and now helps these corporations craft their content material advertising methods.



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