It's the initial interaction a prospect has with your company and sets the first impression of you and your team.
At IMPACT, it’s my job to connect with people who not only reach out directly wanting to learn more about our services, but also prospecting.
In a nutshell, I handle all inbound leads.
Since taking on this responsibility, I have embraced video with open arms, and encouraged our entire sales team to start using it in their day to day as well.
So far, I've seen great results and also found that it makes interaction with leads more meaningful and time efficient -- which is why I want to share six ways you can effectively use video in the connect stage of your sales process.
Now, I know you don't always have the option of video due to time constraints.
In fact, in the instance that someone fills out a form for a consultation, I'd recommend quickly picking up the phone in no more than five minutes to connect with them.
However, if you have the flexibility to schedule a time to speak at a later date, always suggest meeting via video.
At IMPACT, for instance, website visitors have the option to book a time to speak on my calendar or schedule a meeting with me through Drift, at which point, a calendar invite is sent with my Zoom information for the future call to take place via video.
Why does video for your connect calls make a difference?
One of the areas we focused on was how to best utilize video to get a prospect's attention and getting a connect call scheduled.
It's important that your first video interaction doesn't come across too sales-y, so Dan suggested you use your brief video time via email to show the prospect the value you can bring to them in a helpful way.
This initial video should be where you provide some advice and quick wins for the prospect - based on the pain point they might be facing.
This shows your expertise and value that you bring to the table so you can begin building the relationship with them.
As an example, one of the tips Dan gave our cohort was to do a video screen share of the prospect's website (if you're a marketing agency, for instance) and point out a couple items that stand out, and some quick wins they can implement.
Then, let them know about your company and why you are in the position to give them that advice.
Another example is to pull up the prospect's LinkedIn.
You have a limited amount of time to keep your lead's attention. With this approach, they'll see you have their page pulled up in the video thumbnail and be intrigued to watch and figure out why.
It's best if you can accomplish all of this within a minute or less -- Yes, it's doable!
Just keep it to the point and avoid filler words and fluff.
Another way I like to make my videos stand out is by checking out the prospect's LinkedIn and finding something we have in common, or something I can mention, to show I took the time to learn a little bit about them.
Lastly, do not forget to give them a call-to-action (CTA) in your video.
You want to make it easy for them to book a meeting on your calendar directly. With Vidyard, Wistia, and other tools, you can include a CTA to ensure you make it a seamless next step.
To accomplish this, I've also recently started incorporating a white board in my videos.
This shows prospects that I'm not sending out a mass video to a list of contacts, but that I actually took the time to record a video just for them.
On my white board, I tend to always put the prospect's name. That way they know right away the video was recorded specifically for them.
More recently I've also been including a pain point with it, which shows them I know what they are facing and I'm probably about to talk about it in the video...so they should watch!
You might be thinking...well, how do I fit all of that into a small white board space?
I'd recommend getting a two-sided white board so that you can flip between between the two messages.
This is perfect when you create a giphy with your video thumbnail so right away your lead can see both messages.
4. Include Video In The Subject Line
If someone sees a video in an email they are very likely to watch it. In fact, an initial email with a video can see a click-through increase of up to 96%, but how do I get people to open the email in the first place?
Getting people to open emails, especially when they are bombarded each day, is a science. It's something your marketing team probably tests quite frequently.
That being said, there are also two methods I've personally been testing that have worked well for me.
One of them I picked up by getting emails from Drift.
They tend to not capitalize the first letter of the subject line so that it appears like this for example: "let's schedule a time to connect this week."
It's a minuscule detail, but it stands out because, at first glance, since it's informal, you think it's coming from someone you might know, or it's an email that you feel you should be expecting.