Selling is not as simple as it once was. So smart sales people embrace the best of available technology, such as Personalised Video, which really works, either as a means of opening the door, moving on a complex sale or just plain closing.
At its simplest, Personalised Video can be a one-to-one video selfie delivered (via link in an email) to a customer’s desktop or mobile device. At its most effective, it can combine self-recorded clips with a choice of pre-edited, bite-sized clips that blend into a single, perfectly formed individual video for every customer or prospect – as used by Vodafone’s highly innovative enterprise sales team.
Jim Nail, principal analyst at Forrester, recently noted that: “We believe that personalised video will command increasingly larger portions of marketing budgets due to its ROI improvement over traditional video content and other outbound methods of communication.”
1. People buy from People
In business, people buy from people and it’s more important than ever that an authentic, personal connection is made. Of course, a face-to-face meeting is always great but first you have to get a prospect to agree to it and then it takes time to do. So imagine the power of sending through a personally recorded video that addresses a customer by name and talks to their specific needs
What’s more, early adopters are benefiting from incredible cut-through. Certain software enables customers to ensure that each video they create gets viewed an average of four times. That either means recipients love the personal attention or, perhaps even better, they are cascading your sales message to others in their organisation. Whatever the case, it works.
Marketers know that personalising any email or marketing initiative gets results. Personalising emails can improve click-through rates by 14% and conversions by 10%, according to research group Aberdeen. When a link to a video in an email can increase click through rates by some 200-300% (Forrester) then it’s already a mathematical certainty that Personalised Video will work.
2. It’s simpler than you think
So why have sales professionals been slow to pick this up?
Well, it’s not surprising. Traditionally budget sits with marketers who see their role as generating leads and then providing basic support tools like brochures and generic videos to sales people who then pick up the baton. It’s rare that marketers work closely with sales people at every stage of the selling cycle.
Whilst having a large library of clips to select from may be an attractive idea, it’s not essential to start using Personalised Video as part of your sales approach. Even a simple self-recorded message is a step in the right direction and there are tools out there that make this easy and inexpensive.
3. A gift for Inside Sales
Personalised Video is a gift for Inside Sales teams who rely on a disembodied voice and text-based email follow ups to make a connection. Now they can follow that up, putting a face to the name and making a real personal connection. Self-records don’t need to look like Stephen Spielberg directed them – in fact, it’s their raw authenticity that gets results.
4. Speed up the buying cycle
Personalised Video can really help speed up the buying cycle, particularly in a large and complex sale. Once you get a positive response, it could be time to introduce your customer or prospect to a subject-matter expert or senior director via self-recorded video. When the stakes are high, a few moments of their time could make an enormous impact on the sale.
The benefits of Personalised Video for sales are huge. 2015 is the year to make it happen and give yourself an unfair advantage over the competition.
By Ben Moore, Managing Director, Positive Image, Ben is an acknowledged authority on Personalised Video having spoken on the subject at events in London and San Francisco during 2014. Positive Image developed the first-cloud based Personalised Video tool (vCreate) to allow the seamless blending of video clips into a single video. Positive Image were proud winners of the Chartered Institute of Marketing ‘Game Changer’ Award in February 2014.