As a sales person it may mean a lot to you, it may be something you already do, or it may be something new – but why is it important to you?
This is how I’ve started my public talks and live stage Video Coaching for the last few months, while finishing my on-screen presenter coaching book. Because everyone has a different want, need, desire and fear when it comes to using video as the number one online marketing tool today.
As sales people you all know you should be using video – and if you don’t know that videos rock for sales, where have you been hiding?! The quarterly Ooyala Global Video Index quarterly report tells us how video is being used and absorbed by viewers and the direction video marketing is thought to be going. 2015 Q3 is a discussion on how video is moving on to a more personal interactive stage, which for any relationship sales person should be right up your street. So it’s time to start thinking of your sales videos in a slightly different way… You’ve seen the pre-sales pitches, the bulk market one-for-all hour long webinars, the shorter video online version of the long-form scroll down emails – but now’s the time to get more personal with us on screen.
So what is it that stops so many of you from having a go?
As a top sales person, yes, you know you should be ‘doing’ video, but for many people the thought of getting on camera and filming themselves for a perceived ‘sales pitch’ recording fills them with such dread, every excuse to say no comes out – just to hide the lack of confidence to bare all on screen! But Confident presenters know WHY overcoming that fear perception of pain is important enough.
And this is where you need to start… First know your powerful but simple why, which then becomes your simple video CTA - Call To Action. Then move on fast because a video is never about you – it’s for your viewer. So what do they want to see from you?
You know your target market and what they need from you. So if you’re not sure where to start with a ‘sales’ video – ask your clients. But please stop making ‘sales’ videos – don’t tell me I need you and how great you are – tell me how you’re going to serve or provide for ME – it’s my WIIFM* that counts as I can choose to watch you – or not!
So…What are the key elements of your product or service that customers love? What top tips would they like to know? What was it about you/ your company offering that convinced them to buy? And you know what – when you get that one super-star client who comes back raving about you – politely ask if you can record them saying it with your smartphone – with a smile. Simply ask for a 10-20 second 'why/what/how success story' (testimonials are sooo old hat!) give them a plug to share the love and they’ll probably give you 40-60 seconds of video screen-sales-feedback gems. Because they can get away with not looking at the camera, they can relax and have fun with you. But if you don’t make eye contact with me through the screen, you’re no longer the trustworthy sales presenter.
Eye contact builds trust and helps that connection through the camera lens. So think of talking to a real person, whoever makes you feel confident, to avoid dead eyes on screen from talking to the inanimate machine. Stop ‘stepping up to present’ on camera – breathe, smile, tell me how you’ll help my life be better, richer, easier and I’ll buy in to you. Start getting real on reel – simply chat to me on screen as you would were I there.
You all do it live every day, so trust your expertise and learn to Play again! Be #Flawsome – own your flaws and be awesome with them. Or as I always say “Stuff up with Confidence and get over it!” who cares when you mess up apart from you – if you don’t let it show, or you laugh at yourself, we’ll probably love you even more. Who doesn’t love a bit of self-deprecation and the bloopers after all?
Start with the perception that you are 3 Cs full – you are Confident, Credible, Charismatic on screen and you’re half way there.
Then finally – present for me, tell me a story, connect and engage. Because that’s all I care about in the end. Help me like you, trust you, buy in to you SMILE ON SCREEN – even a poignant video has room for a connecting smile – and I’ll happily share / sign up / buy from you, as you want me to do. And I won’t even realise that’s what you’ve just done, because in my perception you make me smile, I like, trust and connect with you.
Your viewer may not realise what Confidence on Camera is, but they’ll know why it’s worth discovering and why it works when they see it in you.
* WIIFM = “What’s In It For Me?”
By Lottie Hearn, her tips are based on the advice she shares in her new interactive on-screen presenter “guide” book Confidence on Camera – 7 Steps to Present your Power on any Size Screen. Follow her on Twitter.