This week our team discussed the topic of using personalized videos in sales prospecting to make an impact. New tools from software companies like ViewedIt and VidYard are making it easier for sales representatives to record and embed videos into emails without uploading to Youtube or an .MOV file; creating another way to cut through the clutter of cold, impersonal emails and improve sales prospects.
This method has proven to capture the attention of prospects with reports of increased click-thru rates by 5x and open-to-reply rates of 25%. But the use of video is not new to sales, so why are embedded, personalized videos in prospecting making an impact now?
1. Humanization: Putting the ‘human’ back into sales is imperative in the world of auto-generated sales tools, and video is the closest way to create a personal introduction. Often, business executives are former sales reps and are experienced in sales prospecting, so the grit that goes into creating a sales lead is no secret to them. Authenticity and genuine passion is much easier to demonstrate in a well-executed video, creating a better chance of eliciting an empathetic, emotional response from the prospect and greatly increasing the odds of receiving a reply. However, video can backfire and open the sales representative to judgement and rating on personal factors such as confidence, cadence and approach. Practice, preparation and personality are key to avoiding a wooden performance and creating effective sales prospecting videos.
2. The simple rule of “show not tell”: According to Forbes Insights, 60% of business respondents said they would watch a video on a web page before reading any text. Video opens the opportunity to create compelling stories for prospects without the cognitive strain of reading text. In a short video, sales representatives can share their research about a prospect and the company, make the connection to their product, create a need and present a solution, and excite the prospect to hit “reply”. It will take some extra creativity and eloquence to deliver that experience, but if a sales representative can find that defining ‘it’ factor about themselves and their product in video that is unique and compelling, they are more likely to make an impact with the prospect.
3. Convenience: With just one click or scroll, prospects can listen to and watch a video immediately. However, they can just as easily turn the message off as they can turn it on; so the content has to make a fairly immediate impact so that the effects and effort put into the personalization of the video are not lost.
Video in sales prospecting encourages critical thinking because it forces you to do a thorough job in your research, clearly identifying potential synergies and defining the “so what” which will inform the content and style of the personalized video. When done properly, the process can weed out prospects that are not aligned strategically, have little need for the product or are not aligned with the target market. As a result, personalized videos can help representatives develop personal and meaningful relationships with high-quality prospects sooner in the sales funnel.