The common gross sales e-mail makes use of “I” a bit a lot.
As in, I’d like to get time in your calendar. I’d like to talk. I used to be questioning. It’s like getting a terse “sup” from a stranger on a courting app. Prospects deserve higher. Don’t you suppose?
Here at Vidyard, we’re at all times looking for probably the most inventive and compelling methods gross sales reps can bond with prospects utilizing video so we assembled a superteam of gross sales and advertising specialists for our Videoify My Pitch program.
These specialists took actual e-mail templates and cellphone scripts submitted by actual gross sales reps and confirmed how they might be reworked into participating video pitches.
The Videoify My Pitch Panel:
- Marilyn Cox, VP of Marketing at Cubeessential Holdings
- Matt Heinz, President of Heinz Marketing
- Morgan Gillespie, Account Executive at Fullstory
- Tyler Lessard, VP of Marketing at Vidyard
The panel of specialists helped Videoify My Pitch webinar contestant Jacki Leahy, Director of Business Development at LinkSquares, generate a ton of inventive concepts for breaking by means of to a notoriously tough viewers: authorized professionals.
THE SITUATION: Selling to Proud Prospects
LinkSquares sells AI-powered contract doc administration options to basic counsels and CFOs, who aren’t at all times the simplest to work with. Or affected person. Or forgiving.
In Jacki’s phrases, “They’re like a proud lion with a thorn in their paw,” and it takes rather a lot to earn their respect and a focus.
The staff of gross sales video specialists agreed that there are two components at play for Jacki when she’s working to earn her prospects’ confidence: who her prospects are and who she is.
Good inventive outreach is about taking part in up traits which are true to Jacki as a result of she will’t be anticipated to maintain up an act. Your first video is a preview of working with you. Whatever you begin, it’s essential to end.
Who are LinkSquares’ prospects?
LinkSquares prospects are basic counsels and CFOs. They’re dominant, threat averse, educated, and prize their time.
What are their ache factors?
Searching for contracts. So many contracts. They usually work late in search of recordsdata and miss out on precious time with household or actions they love. Whenever a regulation adjustments, they manually scour contracts to search out clauses that require updating.
What makes the gross sales rep particular?
Jacki is an actual character. She loves to assist others, runs distance, says sure to improv, and takes her volunteering as severely as her work. In her phrases, “Selling like a boss.”
What is she promoting?
LinkSquares gives an AI-powered cloud storage and tagging system that relieves folks’s contract pains, if solely Jacki can break by means of.
THE ADVICE: Be Human and Use Humor to Stand Out
It’d be simple for Jacki to emulate the reserved type of her prospects, but when Jacki’s going to be observed, she has to interrupt their sample. Where different gross sales reps zig, she must zag.
“Buildings don’t write checks, but people do,” says Matt. “Even general counsels have a sense of humor and are interested in seeing interesting things.”
A eager understanding of your viewers’s habits, wants, pains, and pet peeves may give you a lot to work with when creating movies. And realizing who you’re and how one can relate to them makes for fascinating, story-pushed movies that create an actual connection.
The staff got here up with eight totally different video pitch concepts—full with mockup movies—for Jacki. These are three of their favorites, with Tyler taking part in the function of Jacki.
Option No. 1: Frame it as a Story
One manner salespeople can generate a human connection is by framing their prospect’s ache as an archetypal story, made up of heroes, villains, and a established order that will get flipped.
In Jacki’s case, the hero is the prospect, valiantly hacking away at an never-ending backlog of administrative work with their trusty sidearm—the Control and F keys. The villain is the method—rolling hills of paperwork, recordsdata, and paperwork. When the federal government adjustments a regulation and the method threatens to maintain the hero from their household or beloved volunteer time, what are they to do?
Option No. 2: Prop it Up
Another method is to make use of props. Get meta, says Tyler. Gather props from across the workplace to assemble a visible analogy like an thought the staff had round nappuccinos—a principle that downing a espresso earlier than a brief nap boosts your inventive power—and the truth that Jacki’s prospects don’t have time for that type of luxurious.
Option No. three: Punch the Shark within the Nose
Bluntness additionally sells. “What do you do when a shark swims up to you?” asks Morgan. “You punch it in the nose.” Try movies that get proper to the purpose, which is one thing Jacki’s prospects, with the premium they place on time, are assured to understand.
Want extra inspiration? Watch all eight movies the staff generated for Jacki. As you possibly can see, the manufacturing worth needn’t be unattainably excessive. All you want is you on digital camera speaking about issues your prospects care about—as a substitute of simply saying “sup.”
Jacki, for one, was thrilled to get her pitch videoified—a lot in order that she adopted up with the staff to inform them.
“Vidyard and the Videoify My Pitch team blew our minds with insightful persona-based messaging… but with paint-by-numbers simple rollout. My VP of Sales and CEO were beyond impressed with our creativity and precision, and all I had to do was answer a few questions! Amazing.”
Ready to make use of video to your gross sales course of? Let us aid you get began with some inventive concepts for find out how to use video in your outbound prospecting.