If video is not included in your marketing and sales tactics, there are many reasons why you should consider adding it. Video is increasingly becoming a preferred medium for both business and personal online communication. Many new studies suggest that the emotional connection of video is a direct way into the hearts of customers.
According to MarketingProfs, of all social networks, YouTube has the highest Net Promoter Score with 50 percent of users saying they would recommend it to a friend. Google+ now enables users to collaborate via webcam. A study conducted by GroupM found that 48 percent of consumers combine social media and search engines in their buying process. Videos can be used in a variety of ways during the sales process such as:
- Providing information about your company
- Showing how your company’s products and services have satisfied customers
- Demonstrating the specific applications other customers have successfully used
In the Dale Carnegie Sales Advantage course, sales professionals are taught how to select and provide evidence in order to create compelling sales presentations using a handy acronym, ‘Defeats,’ which stands for:
The use of video in providing demonstrations and testimonials can significantly increase the probability that the sales pitch will resonate with audience.
A demonstration is an illustration using a prop or in many cases, the solution itself. Certainly you’ve seen a variety of infomercials that show before and after pictures of an object along with the actual use of the product on the particular object; OxiClean® anyone? Whether one sells cloud applications or vacuum cleaners, demonstrations show the prospect the exact benefits of using the product being pitched.
Demonstration videos don’t have to necessarily be fancy, rather they should clearly show exactly how the product or service use benefits the customer. If your company’s marketing budget is limited, simply film an actual sales presentation in which a demonstration is used and upload the video to your company’s website or youtube channel. If you do not have a youtube channel, they are free and easy to set up.
A testimonial is an acknowledgement of your solution’s capabilities, in spoken or other form, from someone who has used that solution. There’s a saying that goes, “A whisper by a satisfied customer is louder than a shout by a salesperson.” In previous years, it was common for sales professionals to carry testimonial letters to support the success of their products and services. Today, many businesses use video testimonials.
Testimonials are highly effective because of their inherent credibility as they are given by an actual buyer. The more specific the testimonial; the more convincing it will be perceived as evidence by an audience. Each time you follow-up with a customer, ask if he or she is willing to share a video testimonial about the benefits of using the product or service. Satisfied customers are often willing to be participate, esp. if we have developed a strong relationship with them using the Dale Carnegie Human Relations Principles.
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