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How to use video for lead generation

Jan 2014/in , /by

Video is a fun and engaging way to find sales opportunities, and it’s not just for B2C anymore. B2B companies can harness the power of movie as well. According to Janine Popick for Inc., 92 percent of B2B customers watch videos online, and 43 percent of B2B customers watch videos when researching products and services.

You don’t have to outsource a video production company to make a great video, although that’s certainly an option. You just need to create content that people want to watch. Put someone in front of a camera, and demonstrate what a font of knowledge they are. Sales reps are generally pretty dynamic individuals, so get one of them to be your spokesperson. Having a genuine employee in front of the camera will also make you appear more authentic.

Here are some tips for engaging your customers and generating leads with video:

Create awesome content

If you can’t come up with a reason to use video marketing, you probably shouldn’t do it. If you don’t have a wealth of information you’re dying to share, video is useless. However, if you have tons of ideas and need an engaging outlet to reach your audience, video is perfect.

If you need ideas, using customer intelligence analytics can help you determine what kind of information your customers really need. The best content will anticipate the problems customers have and provide them with solutions.

Make the video engaging

According to Jeff Molander in Target Marketing Magazine, many marketers fail using video because they overthink what they are saying and forget to consider how they will say it. It may be easier said than done, but in order to be successful on this channel, you need content that really says something interesting while keeping the viewer’s attention.

Try telling a story. The human brain is programmed to respond to narratives, and they tend to be more memorable than straight facts. In the Salesforce Blog, Jeff Ogden notes how popular television show The Walking Dead consistently gains more viewers than the NFL. This compelling narrative of a small group of survivors outrunning bloodthirsty zombies tells a story that is both gripping and visually engaging. Just remember, you don’t need gore to create videos that users want to watch.

Generate leads

Finish off videos with a clear call to action to find potential buyers. Once you’ve hooked users on your fantastic video channel, you can even require a user registration so that visitors have to give you an email address in order to continue. YouTube allows you to overlay ads if you are a Google Adwords advertiser, according to Popick.

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3 ways to get employees to play nicely together

Jan 2014/in /by

Too often, salespeople get a bad rap. When the average person thinks of a sales rep, they imagine pushy, inconsiderate and generally insincere individuals who will do or say anything to close a deal. Popular culture only perpetuates these negative images. In movies like Wall Street and Glengarry Glen Ross, salesmen are depicted as ruthless, sociopathic and criminal.

However, it doesn’t have to be this way. Truly successful salespeople know that honesty and empathy are key to making great sales.

Understanding your customers

To be a great salesperson, you have to know where your customers are coming from. Use CRM intelligence to get a better handle on your potential buyer’s world; however, don’t use customer analytics to hurl data points at your prospects. Yes, it may communicate to them that you’ve done your homework, but it probably won’t help you make a sale. Use this information to truly understand what it is your customer needs. Then you can think about your role in helping them achieve it.

Empathize

Understanding your customer’s background is a little different than actually being in the room with him or her. Being keyed into your client’s emotional state can help you better guide the conversation. Emotional intelligence can be hard to learn, but there are some ways to practice. According to Natalie Grace for the Houston Chronicle, practicing self-awareness can help you to better understand the thoughts and feelings of others. When you can identify your own emotional triggers, you will become better at noticing them in others.

Be a good listener

Part of being an understanding salesperson is knowing when to stop talking. As S. Anthony Iannarino puts it on the Sales Blog, a huge part of emotional intelligence is the ability to listen. Salespeople often put a lot of effort into changing people’s minds. However, without really understanding why someone believes what they do, these efforts are going to be in vain.

Ask good questions

If a prospect has already decided they don’t want what you’re selling, they may not say what they’re thinking. A good salesperson knows how to ask the questions that will make prospects open up.

Know when to stop

Not every pitch will end in a sale. Some clients truly don’t need or want what you’re offering, at least right now. An empathetic salesperson will know the difference between hesitation and determination. For prospects that truly have no intention of buying, persistence can be a waste of time. Being too pushy will certainly not make you look good. End on a pleasant note–it’s possible you may hear from them again in the future.

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4 questions that provoke the ire of prospects

Dec 2013/in /by

By Ryan Warren, Vice President of Market Development

The cardinal rule of sales should be: Don’t irritate your prospects! It doesn’t matter whether a potential buyer could use your services or not. If they cultivate a strong dislike for you during the pitch, they’re unlikely to go with the company you represent. Sometimes when you’re under pressure to close, you might phrase questions inappropriately, leading to the disdain of the people you’re trying to impress. Avoid ruining the outcome of the sale before you’ve even begun. To start out, here are a few questions you should avoid asking:

  1. “Are you the decision-maker?”
    You want to make sure you’re not wasting your time with someone who doesn’t impact the purchasing decision. But the truth is, even if the final decision isn’t theirs, they can be a good bridge to someone who will make the final choice. Use this question and your prospect will see right through you. As Geoffrey James puts it in the Salesforce blog, when you ask this question you’re implying your contact is “some flunky gatekeeper who needs to be schmoozed.”Instead, you may want to dispense with the term “decision maker” altogether. James suggests asking instead, “who are the stakeholders?” Without bluntly questioning where the prospect falls in the chain of command, you can get an idea of who else you should talk to before closing the deal. Another idea, according to the Sales Excellence blog, is to ask “Once you make your decision, what are the next steps?” This will also give you a better understanding of the buying process.
  2. “Would you agree that…?”
    This is a leading question that could immediately cause your prospect to bristle. The idea is to make them say yes to something small so they will be more likely to say yes to buying. Unfortunately, your contact has probably heard this ancient selling technique hundreds of times, so it will only put them on the defensive. Instead, try a more open question like “what are your priorities around…?” Ask questions that lead to a legitimate discussion. Let go of the seller-buyer dichotomy and you’re more likely to influence your potential client.
  3. “If we could save you money, would you be interested?”
    Once again, you’re using a manipulative tactic and dangling the carrot in front of the horse. You’re obviously hoping to hook the prospect into a longer conversation, but this question is actually extremely vague, and needs to be more targeted to the prospective company in order to be useful. According to Colleen Stanley for Customer Think blog, it may be better to say, “let’s you and I crunch some numbers together to see if the cost savings add up to enough dollars to even consider making a move.” This way, you’re communicating to the prospect that you understand they have individual needs and offering a one-size-fits-all solution may not benefit them.
  4. Any question you should already know the answer to
    While making this kind of blunder may not send up a red flag as quickly as the first three, lack of research won’t get you ahead. To establish yourself as not just a salesperson, but a valuable informational resource, you’ll want to know as much as possible about your potential buyer’s market. Customer analytics can provide an in depth background on where your buyer is coming from. It can help you anticipate their needs, which will help you ask the right questions. Knowing your customers before engaging in the sales pitch is the smartest thing a salesperson can do.

Do your research, avoid provoking clients, and encourage conversation rather than being pushy, and you’re likely to win the confidence of your prospective buyers.

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