Connect Phase & Inbound Lead Videos
For us, the connect stage is the first conversation we are having with an inbound lead -- someone who wasn't prospected, but who raised their hand and showed interest in speaking with us. It's the first opportunity to build rapport, learn more about their company, their needs and to see if we would be the best fit to help them reach their goals and overcome their challenges.
At IMPACT, we not only use video for outreach, but we also use it for every call we conduct internally and externally. (That's why I mentioned earlier that you should look for a video conferencing solution like Zoom.)
The reason we put such an emphasis on video as a company is because most of the business we do is conducted all throughout the country -- and around the world, in some cases -- so, most of the time we aren't able to meet with people in person. We rely on video to help us make connections and foster trusting relationships faster.
That's why you should implement it for these calls, as well. It helps you show your human side, while also having the added benefit of creating a stronger connection between you and a prospect at this stage.
Aside from the first call being conducted via video, there are a couple other ways you can incorporate video that might seem minor, but can have a big impact on how a prospect views your company.
An Auto-Response After Someone Books a Meeting
We have two ways that someone is able to book a meeting with us. Visitors on our website can either book a meeting through a CTA on our site, or through our website chat. (We've seen a spike in the meetings booked with inbound leads when providing an opportunity to click a button rather than fill out a form and wait for a response.)
After someone books a meeting, we have an automated email confirming the meeting was set with a member of our team.
This may not sound groundbreaking, but in this automated email, we include a video message that introduces who they will be speaking with and expectations for the first call. So, before they even talk to us, they are able to connect a real live human face and voice to a name, feel a connection to the person they will be talking to quicker, and know what to expect when going into the first call.
Watch this example connect call confirmation video!
We have two different messages that go out -- one for each of the ways someone is booking a time to speak.
If someone books directly through the website chat, we are letting them know we just interacted with them on chat. If they connect with us through our website, we'll let them know that as well. This little personalization piece goes a long way.
Watch this example of a video that is sent to the person after they book through chat:
This is a great way to show the lead the excitement you have in talking to them, in turn getting them excited at the idea of connecting with you, as well.
Here's another bonus tip.
Let's say someone gets almost all the way through booking a meeting with you via your website's chat function -- even as far as entering their email address -- but they don't actually end up booking the meeting. You now have an opportunity to engage with them using video.
If I see this happen, I will take the time to record a quick personalized video message to them as a last attempt at getting them to book a time to talk.
Almost every single time, someone will complete the book a meeting process after watching that video!
Here's an example of this type of video, encouraging completion of the booking process:
Similar to online shopping cart abandonment, just because your prospect didn't get a chance to take that final action doesn't mean they weren't interested. Distractions and things come up that could get in the way in that moment, but this little video can help bring you back into their focus.
Bottom line, these are low-hanging-fruit opportunities you shouldn't leave, well, hanging!
Day-Of Meeting Video Reminder
You know it's a best practice to send out a confirmation email the day of your meeting. But did you know this is another great opportunity to record a quick video that can be used for the automated day of meeting reminder?
Well, now you do!
Your video doesn't need to be personalized to address the name of the person you're meeting with, but you can record a general video letting them know how excited you are to connect, that you wanted to confirm the meeting that day, and remind them of the expectations of the call. While you might know that this is a general video you send out, but they aren't likely to know that.
"How does video help with this email? They're already scheduled to talk to me..."
Any chance you have at personalizing messages with prospects, the more special they will feel. And everyone loves feeling special. Recording a one-time video to include also won't take you much time. That 60-second effort could produce more sales closed at the end of the day.
Also, if you have an issue with a high number of no-shows to your connect calls, video can be a great way to bring that stat down with a higher rate of yes-shows!
If you use this method you'll probably see this number of no shows decline.
Now, if you have multiple people on your sales team that are conducting these initial calls, they need to record their own generic connect call confirmation video. Your prospect won't really feel that excited to receive a video message from the person they're not meeting with, right?
Follow-Up Video Post Meeting
You've just concluded a really productive first meeting and the prospect is excited for the next step in the process -- yay!
Not so fast -- you aren't off the hook for creating video just yet.
You want to keep that excitement and interaction going. There are two types of video you can record for a post-meeting follow-up. Which one you create will depend on two factors -- how much time you have to record videos and how personalized you want to get.
First, after each connect call you have, you can record a video follow-up of what you just discussed, and what the prospects challenges and goals are. This shows the prospect that you were listening and on the same page. This is how you would typically follow-up by video at this stage.
Or, if you're strapped for time overall, you can create a general video letting the prospect know how much you enjoyed the conversation, set expectations around next steps, and remind them anything that you need from them for the following call.
Transitioning to Another Team Member
At IMPACT, after the first call, we introduce the prospect to a Client Success Manager, who will be in charge of the relationship for the rest of the sales process. Transitions are never easy after a prospect first interacts with a company. Prospects become comfortable with the first person they are talking to, so the handoff process requires a delicate touch to get just right.
A great way to ensure there is a smooth transition and introduction is to have the person they will be speaking with record an introduction video. The video doesn't need to be created each time, but rather can be a general video used each time an introduction is made.
Whether you're the one asking for someone else to create this video, or you're the person who needs to create it, this is what needs to be included:
- Introduction of who you are and your role at the company.
- Genuine (not over-the-top) excitement about the potential of working with them.
- Communicate how much you appreciate their time and show how excited you are to help them tackle their challenge and see positive results.
- Set expectations of what will happen on the next call, and remind them any homework they need to complete.
- Share a fun fact, so they can feel more comfortable with you and getting to know you. Again, it's all about creating that human-to-human connection as quickly as possible. This is a great way to do that.
Do you also have an issue with no-shows at this stage in the process?
We see this helps improve the number of meetings that take place, as well, especially in the case of transitions. The prospect sees you've put in the time to create a video, which shows you value their time and the conversation you're having.
Here's a wonderful example introduction video from IMPACT Client Success Manager Melanie Collins:
(I'm still jealous about her Stanley Cup fun fact.)
So, you've determined that there is a chance you can help this prospect out. Typically, the next stage in the sales process is the discovery stage.
During discovery, you have opportunity to do a much deeper dive into your prospects goals and challenges, and for you to provide more information about how your organization could potentially help solve for them.
Also, you'll be providing answers to specific questions they have and sharing any materials that will help move them along the sales process. Your goal is to help them understand how you can help them, and why your organization may be the best choice for them.
How can video help you during this part of the sales process?
You just ended your video discovery call with your lead, and you're feeling pumped. You connected, you were in alignment on their goals, and they seemed very interested in how you, specifically, could help them.
Now isn't the time to rest; you need to find ways to capitalize on the excitement because, once you hang up, your lead is going to get distracted. Whether that's with to-dos or, in all likelihood, by conversations they're having with your competitors. Even if they were excited while they were on the phone with you, they may forget as more time passes.
While the excitement is still brewing consider recording a personalized recap video right when you get off the phone -- but do not put off doing this. You have a short window to deliver the video and capture that moment in time. Much like your lead, it's too easy to get distracted and fall away from that moment -- and you're the one that wants the sale!
Plus, it won't have the same level of impact if you do it days later. Moreover, recording this video should take no more than a couple minutes of your time at the most, so there is no excuse to not do it.
In this video, you'll want to show all the emotions of being pumped about the prospect of working with together. Also, recap the discussion you had, and confirm their goals and objectives. Finally, review any major questions and/or answers that may have come up, and then clearly lay out next steps.
Additionally, you might want to think about recording all of your calls with clients so you can send it to them, and they (in turn) can share the recorded file internally. This will help with bringing people up to speed who might not be involved until later in the process much faster. (Zoom will automatically give you video and audio file recordings separately.)
"What's the difference between sending a video message vs. a standard recap via email?"
There's a good chance your competitors aren't doing it. Or, if they are, then you're already way behind.
Recording a video message might not seem like a big deal to you, but to your prospect it shows you value the relationship and also reiterates the excitement and message much better than an email.
Recording a video recap also saves you time.
Not only is it much easier to convey a message when verbally communicating, but it ensures nothing gets lost in translation. It might also be faster for you to record a video than it would be to go back and forth via email trying to get things just right.
So, your marketing team has created a handful of super powerful marketing and sales videos for you to use. You know you should be sharing them, but what's the best way to do that?
Playlists! Playlists will allow you to add videos within a single player. I would recommend chatting with your marketing team and creating a few different playlists ahead of time. When doing this consider the different types of services you offer and organizing videos by service type/topics. Also, consider varying the messaging in the videos and create playlists for specific personas.
Sure, there might be times that you need to create unique playlists, but you can be more efficient by creating majority of them ahead of time. Using a platform like Vidyard, it's super simple to search and click a check mark next to videos you want and viola, you have a playlist created.
Again, here's a example you can watch of a generic playlist we created with Vidyard that provides a general overview of a few of our service offerings:
As you can see when you play the video, "1/6" displays in the upper left-hand corner, so viewers can navigate to the videos that are of the most interest to them.
To make the playlist feel even more personalized it's important to include a quick personalized video at the beginning of a playlist explaining what the videos are covering and why they will be valuable to watch.
Playlists will also allow you to see what topics your prospects watched, and how long they watched them for. It will also give you notifications if other people in their company watched. All great insight and information you can leverage to help close the deal.
Great, you know you need videos from marketing, but you may be wondering what kind of videos are going to be most effective for you. We see that 80% videos are the best place to start.
"Wait, What Are 80% Videos?"
Much like the implies, these videos cover the "80% of questions" (give or take) that your sales team consistently get during their sales conversations. You then take those questions and break them up into short, easy-to-digest videos.
Here's an example of an 80% video starring IMPACT Principal Strategist Stacy Willis, during which she answers many of the questions we know most people have about our brand messaging workshop service:
Here, Stacy answers 80% of the questions most people have about this service in under 3 minutes.
When you educate prospects by addressing questions earlier on in the sales process with video, you are able to decrease the length of your sales cycle through, while also increasing close rates. It then allows more time in the process for your prospect to ask questions that are more specific to their situation and needs. (More educated prospects are prospects that are more likely to sign.)
Keep in mind that you may want to tailor some of your 80% videos to your personas, since your personas have different needs and pain points -- which means their questions might be different. The more on-target your answers are in these videos, the better your results will be.
Creating 80% videos and including them in a playlist (like we did) also provides your champion an opportunity to share them with their internal team and decision-makers, especially if those additional stakeholders do not join your calls.
If your prospect is asking these questions on the phone, they might not relay the answers you gave them to their team in the same way that you addressed them. It's all about making sure nothing gets lost in translation.
Myriah Pro Tip: Depending on the production quality you're going for, you should enlist your marketing team with the fancy equipment to help you make these. If your marketing team can't help -- either due to lack of time or equipment -- don't worry! You can still create ones for yourself of high quality using some of the tips I shared in the previous chapter to ensure your video is shot in the best possible light and setting.
Proposal Stage Videos
You've gotten to the proposal stage. Congratulations on your hard work! Now, it's time to seal the deal.
This is where your approach with video is make or break. One of the biggest time sucks I see in our sales process is when a proposal is out and the team is having to go back and forth, answering questions and checking up on the status of a proposal.
A lot of times this happens when the decision-maker isn't part of the conversation early on. This also happens when an organization is reviewing multiple proposals from you and your competitors.
This is where video could get rid of roadblocks and speed up the turnaround time.
Use Video When Sending Your Proposal
When you're sending out a proposal, include a video in the very first section of your email.
Not only is it important to call the personalized video message out, but you want to make sure it's bold and not something that could be easily skimmed over. If you have the ability to generate a thumbnail (as we've shown you in previous sections) so it's not just a link, do it.
During your video, you should walk through the proposal, while you discuss:
- What's included in the proposal;
- Why each of those items is included;
- How your proposed action plan is going to help them reach their goals and challenges; and
- How excited you are to help them out, of course!
A Reminder for Proposal Videos
Are there certain sections within your proposal that, without fail, result in more questions? These are the areas you should call attention to within your video. Address those questions in advance, as much as possible. It's going to shorten the amount of time you spend during the process.
Why You Need a Proposal Video
Once more with feeling, there's a good chance you haven't spoken directly to everyone that will be involved in making the decision as to whether or not they will sign on the dotted line with your organization.
When this happens, a game of catch-up has to occur, so those decision-makers can be brought up to speed. They might also not be getting all the information you provided to the champion either, which may result in the loss of a deal.
You can't rely on the person you've been talking to to sell your services -- that's on you.
Use video at this stage to communicate your excitement, demonstrate your passion for the solution, and how you know this work is going to help them solve their challenges.
The messaging at this stage is particularly critical.
The information you're providing is important, but the way in which you frame the substance of your message is even greater. You have to sell it. If you're stiff, cold and boring when presenting the proposal, you aren't going to have much of an impact. (Or worse, you may turn them off entirely.)
If you aren't excited about what you're presenting why would they be? You have to get them pumped about the relationship and the success you're going to achieve together.
After you send your email, check your analytics (if available) to see if your prospect is actually watching the video. You might see that they have opened the proposal and/or email but not the video. If that's the case, reach out via email with your video to all the stakeholders if you see this happen. Better safe than sorry.