Employing Video to support sales and business development
Michael Vickers
Strategies, Tactics, and Frameworks that help you Out-position, Out-sell, and Out-Experience the Competition, to become the preferred provider in the markets you serve.
By Michael Vickers
The key concepts for this article came from the podcast episode “Video and Human-Centered Communication” with communication expert Alicia Berruti. https://becomingpreferred-podcast.com/episodes/alicia-berruti/
Effective communication is crucial in today's digital age, especially in business. With the rise of video as a primary medium for remote work and virtual meetings, it's essential to understand how to harness the power of video to its full potential. This article will explore how you can leverage video to enhance your business communication, build stronger relationships, and improve customer engagement.
The Power of Video in Business Communication
Video is one of the most powerful tools in our arsenal today because it brings back the human element in communication. As sales professionals, we rely on our ability to build rapport, persuade, and communicate effectively. While text-based communication, like emails and text messages, has its place, it lacks the personal touch that video provides. Video allows us to showcase our facial expressions, tone of voice, eye contact, and personality asynchronously, making it a powerful medium for connecting with others.
Using Video for Prospecting and Beyond
Many sales professionals believe video is only helpful for prospecting, but its potential goes beyond that. While video is a game-changer for prospecting and grabbing attention, it can also be integrated into various sales process stages. For example, after a demo call, you can send a personalized video to thank the prospect for their time and recap the key points discussed. It keeps the conversation moving and adds a personal touch that helps build trust.
Another powerful way to utilize video is during the handover from the sales team to the account managers. Account managers can introduce themselves via video, welcoming the new client and outlining the onboarding process. This approach humanizes the interaction and sets the stage for a strong ongoing relationship.
When to Use Video in Business Communication
Before deciding to use video in your communication, ask yourself three key questions:
1. Am I establishing a relationship with this person?
If you're still in the early stages of building a relationship, video can help establish a personal connection.
2. Is video a better medium for conveying my message?
Video allows you to communicate with empathy, clarity, and tonality, making it ideal for complex or sensitive topics.
3. Will the video add value to the conversation?
Consider whether video can provide additional value to the recipient by sharing visual demonstrations, personalized greetings, or in-depth explanations.
You can figure out which video is best for your communication needs by answering these questions.
Overcoming Video Communication Challenges
While video communication offers numerous benefits, some may need help to embrace it. Common challenges include discomfort with one's appearance or voice on camera. It's important to remember that video is not about you; it's about the value you bring to your audience. You can focus on providing relevant and valuable content rather than fixating on your self-perceived flaws.
To overcome these challenges, practice recording videos without watching them back. The more you send videos without obsessing over them, the more comfortable and natural you will become. Additionally, ensure proper lighting, sound, and camera angles to present yourself professionally.
The Impact of Video on Business Communication
Video communication has a significant impact on various aspects of business communication. Here are some key benefits:
Implementing Video in Your Business Communication Strategy
To effectively incorporate video into your business communication strategy, consider the following steps:
1. Identify pain points or areas where video can add value to your sales or communication process.
2. Start with one or two touchpoints and optimize video communication in those areas.
3. Craft personalized and value-driven video messages that resonate with your audience.
4. Experiment with different video lengths, but remember that shorter videos can be more impactful for prospecting.
5. Use video in various contexts, such as prospecting, onboarding, customer support, and internal communication.
6. Continuously analyze and track the impact of video communication on your business metrics.
7. Encourage and support your team in adopting video communication by providing resources, training, and feedback.
Embracing the Future of Business Communication
Video communication will become increasingly important in business as remote work and virtual interactions become the norm. By leveraging the power of video, you can enhance your communication, build stronger relationships, and differentiate yourself in a competitive landscape. Embrace video as a valuable tool in your business communication strategy, and watch as it transforms how you connect with others.
Video communication can be an invaluable asset for businesses of all sizes. It can help you build relationships, differentiate yourself in a competitive landscape, reduce the time needed to explain complex topics, accelerate the sales cycle, and enhance customer retention. Identifying areas where it can add value and crafting personalized messages that resonate with your audience is essential. Additionally, experiment with different lengths of video messages and use video in various contexts to maximize its impact on your business metrics. Video communication will become even more essential for successful businesses as remote work grows. Investing in this powerful tool will pay off as you strengthen relationships with customers and prospects.