The age of “Always be Closing” is over. No, I am serious, it’s no longer about closing. So, what is it about? Providing value and being helpful. One of the ways to do this is by using 1:1 sales videos to personalize your sales process.
Sorry, Alec, coffee isn't just for closers — it's for helpers. So grab your cup of coffee and let's rock!
Always be Helping
This may sound familiar if you have attended a San Diego HubSpot User Group event or read my blog “The new sales Mantra: Always be Helping." In that article, I dive deeper into why it's Always be Helping so we'll skip that part of the lecture here.
Today I want to talk about how you can use personalized sales videos to showcase who you are, your willingness to help, and what value you bring to the table.
Let’s jump right in! Read on to discover the five simple steps you can take to create sales videos that convert.
1. Stand Out From the Crowd
Everyone gets cold emails and they are all the same. (Yours should be warm — to learn more see my article about warm selling)
Maybe I exaggerated a bit but you know what I am talking about. What if you changed your intentions? What if you remember you want to help, not sell? What if you just acted like you and not a nervous, first-time salesperson? What if you smiled and they could see your authenticity?
Enter the 1 on 1 sales video.
Video will not only leave a lasting impression on your prospect or current clients, but it will help you begin making a connection with that person. My dad once told me it has nothing to do with what you are selling. It's all about making a personal connection and becoming a trusted resource. After that, selling is easy.
Video is one of the first steps in building that relationship. It gives your prospective clients an opportunity to see how smart, funny, and human you are. When we get cold calls or emails, we assume that person only wants to sell us something or take our money. It's time to change that narrative.
We all know how important that shift is and how we should be doing more to make it happen. And yet, we don't. Maybe because it seems too time-consuming or out of reach, but creating 1:1 videos as part of your sales process doesn’t have to be difficult or complicated.
2. Communicate Better
How much of your intention gets lost in a text message? A phone call? So much gets lost in translation when you can't see the other person. They can't read your facial expressions, determine how serious you're being, whether or not you're being sarcastic, or if you're actively listening.
Not sure what I mean? Take a look at this graphic from Vidyard.
Let’s think about this for a minute. When we send an email with no video, only seven percent of what we say comes across. We, as humans, communicate with more than just words. How you say it, act, and react is all part of how we communicate. So, why limit our sales to just seven percent of our ability to communicate?
3. What to say
Not sure what to say? I always go back to my motto: Always be Helping. Don’t try to sell or convince them on your product or service yet. Find something to connect with them about, be friendly, and keep it short and concise.
What is warm selling? Check out a previous blog on this very topic: Cold Calling is DEAD! (No really, it is.)
Warm selling requires you to do your homework to get a better understanding of who this person you plan to reach out to is. Research their company and determine if they are a good fit. Don’t call or email someone who doesn't need what you offer — you'd only interrupt them for something that would not work for them. Find your target on LinkedIn. What college did they go to? Are you in similar groups? What interests do they list? What jobs? Can you find anything in common?
Take a look at their company website. Do they write any blogs? Anything that interests you? Maybe share on your LinkedIn and tag them?
The goal is to find a commonality with your prospect and try to build a relationship. When you record a video and in it you mention a post they shared in a group you both belong to or a job you both had, you can begin to talk about something other than your sales pitch.
Lastly, smile. It’s not that hard and kindness can go a long way. If they open their email to see you smiling and excited to share this video and message, they will be more likely to click and view.
- Always be Helping
- Find commonality (research)
- Keep it short & sweet
4. The right tools
There are many ways to record short videos using the camera on your computer or a webcam. I personally use Soapbox by Wista, but some other options at your disposal include Vidyard (natively integrates with HubSpot) and Loom.
Remember, a craftsman never blames his tools. The tool does not matter as much as how you use them and what you say. Find one that works for you and fits with your other tech stack, and then, just be consistent.
5. Make sure you look good!
Now, I am not talking about hair and makeup but simply the video quality. Poor video quality that makes you hard to see or hear will be the #1 reason someone stops watching. This doesn't mean you have to hire a Director of Photography from LA to shoot your sales videos. You can achieve the same goals if you keep the following in mind when you press record:
- Natural light is the best, so if you can, position yourself in front of a bright window
- If not, find a lamp or light in your office and place it in front of you
- You can, also, buy a cheap LED clamp light and attach it to your computer. I used this one for a while but there are plenty of others you can find for under $20
- My preferred method: use headphones with a microphone and sit in an office with other people to provide more of an experience
- If you have your own office and it’s not too loud, you can use your camera microphone
- You want your viewer to pay attention to you, so pick a place where the background is simple and not too busy (I have a wall covered with cork)
- Along the same vein, don’t pick a place where people can walk by in the background as this can distract as well.
If you are someone who is afraid of or averse to being on camera, I am here to say: get over it! I was very nervous during my first few, but — like anything else — if you practice, you will get better.
Per my mantra, I am always here to help so feel free to reach out if you want to see more examples or have any questions.
So what are you waiting for? Start recording videos and watch your business grow.