Why your B2B Sales Team Must Use Video for Sales, with Steve Pacinelli, #155
In 2020, video sales became more than a trend. It’s now a vital tool for remote sellers, who need to prospect with the right tools and maintain relationships with customers.
We all know about the amazing growth of video conferencing platforms, such as Zoom and Google Meet for synchronous virtual meetings. But there are other asynchronous sales video platforms that are changing the way remote selling teams interact with customers.
But, as I like to say, a fool with a tool is still a fool. Even after you provide tools to your sellers, you still need to train them, so they can use them effectively.
That is why for this episode of the Modern Selling podcast, I invited an expert on video for sales, Steve Pacinelli.
Steve is the Chief Marketing Officer at BombBomb, a video messaging platform that makes it easy to record, send, and track videos.
Steve is the co-author of the best-selling book to better business communication, Rehumanize Your Business: How Personal Videos Accelerate Sales and Improve Customer Experience. Prior to leading the charge of the “relationships through video” movement, he was a Sales Manager, Vice President of Events, and the National Speaker for Realtor.com. He has presented to more than 1,000 audiences throughout his career. Thematically these presentations focus on online marketing, video communication, lead conversion, consumer psychology, and sales automation.
Listen to this episode to discover how to leverage sales video for your sellers.
The Difference between Video Marketing and Video Sales
People often confuse video sales (or “relationship videos,” as Steve calls them) with video marketing, but they’re not the same.
Video marketing is usually professionally produced with green screens, drones, editing, and fancy tools. However, video sales is recorded directly by salespeople at their desks, using a webcam or a phone.I listened to this ep. of the @GoModernSelling about video for #B2B #sales and I learned different use cases for sales video messages for my #sellers to stand out from the crowd w/ @M_3jr from @GoVengreso and @stevepacinelli from… Click To Tweet
Video marketing involves one video intended for thousands of people, while video for sales is thousands of videos, one for each person.
In other words, video for sales is intended to replace the simple text messages that lack the emotion and personality of the seller.
“We removed the messenger from the message 25 years ago, when we decided to move most business communications into text,” Steve says. “So we removed the most important part of the message.”
Since inboxes are filled with messages that are devoid of the messenger, it’s impossible to know which ones are actually written for you and which ones are just generic marketing messages.
Relationship videos can convey that they are personal messages just for the receiver.
Steve says that he sends out video messages by email all the time. His response rate is 80%, because he breaks through the noise and stands out from the rest, who just send text-based messages.
That is the power of video for sales — they are short and sweet. And they are about the prospect, not about the sales rep.
Steve explains there is a disconnect between how sales leaders behave in the real world and how they do sales prospecting. For instance, when sales leaders hire salespeople, they don’t just do it through text messaging. They have face-to-face conversations with them, either in person or through video-conferencing in the COVID era.
Why? Because they want to read their body language; they want to see their reactions and expressions. This also applies to prospects and customers.
And although synchronous video conferencing would be ideal, people are not always available at the same time. That’s where asynchronous personalized video messages come in.
Why Video Sales is Better than Text
Steve says that an asynchronous sales video message is better than text because the seller can deliver a message with a precise intention; it will be understood without the risk of misinterpretation. A text message, on the other hand, has no emotion and the reader can inject whatever emotion they want to the text.
Video allows sellers to have control of the emotions of their sales pitch. They can deliver their message with the undertone that they want.Fantastic ep. of the @GoModernSelling w/ @M_3jr from @GoVengreso and @stevepacinelli from @BombBomb ▶️ I’m going to use #sales #video instead of text w/ my #sellers. Also, great tips to be in front of the camera! Click To Tweet
“When you are selling something,” Steve explains, “you want people to stay on the emotional side of the brain. You don’t want them evaluating every feature. When they read, they will switch to the rational side.”
For example, if the reader is upset because of something that just happened at home or at the office, and they receive a written email, they will interpret whatever the seller wrote with that negative state of mind, even though that was not the intention.
Another important advantage of video: the ability to earn trust. When a prospect sees the seller’s face – through both verbal and nonverbal cues – they are more likely to trust them.
“People want to connect with other people,” Steve says. “And now more than ever, they want to see your face.”
Steve shares how, when he worked with Remax LLC, selling Remax franchises, the results were incredible. They saw an increase from 58% to 72% of people showing up to appointments when they received a video before the meeting.
Listen to Steve explain what goes into an effective video message (30:08). This includes showing excitement, explaining the work you have already done for the prospect or client, and teasing something they can look forward to during the meeting.
What if your sellers don’t like to be on camera?
Here are some of the tips Steve provides for sellers who do not feel comfortable in front of a camera:
- Don’t think about video for sales as a marketing video. Think of it as a normal means of communication (like a voicemail).
- Don’t memorize a script.
- Write your main points on a whiteboard, so you can look at it while you record.
- Think about something you are grateful for before recording the video. This will enable you to enter a positive state of mind and reduce anxiety. Frame of mind is very important.
Remember, the way you look on camera is the same look you have when you meet in person. Just be yourself.
“Video is not about you,” Steve says. “It’s about how you make the person on the other side feel.”
Listen to the episode for more tips on how to make sales videos more effective.
Identifying Opportunities when Video Sales is Most Effective
Steve describes three use cases for sales video. You can use video any place along the process where the seller needs to build trust or rapport, whenever emotion is involved, or in a complex situation.
For example, during a cold outreach where the seller needs to build trust, video is a great way to start. Just make sure it is personalized, the right message is used, and it adds value.Thank you @M_3jr from @GoVengreso and @stevepacinelli from @BombBomb for this @GoModernSelling ep. Good to know the importance of emotions for #sales video. And the advanced strategies were super helpful 👏🏼 Click To Tweet
Also when delivering good or bad news, since both are emotionally charged, video is fantastic.
A third example: If part of the team missed a complex meeting, recording and sending a three-minute video with the executive summary of the meeting would add a lot of value. This is especially effective if the information is conveyed with excitement.
Here are some other tips from Steve:
- Text is the best delivery method only when there is no emotion involved, the relationship is already built, and you only need to provide information
- If both emotion and information are involved, video is a great option
- If there is emotion involved, as well as several dependencies on the response to that message, asynchronous video meeting is the best option
Advanced Strategies for Video Sales Engagement
How can your sellers make people click on their videos and get more views?
Steve says you should use the curiosity gap, both in the text that drives the video play (on LinkedIn or email) and the thumbnail (image or animated gif).
If you say the same thing in the text as in the video, you will train people to skip the video the next time, since they can just read the shorter text. You don’t want that to happen. The message will be conveyed better on video.
Instead, write something different that piques their curiosity. Ask a question or leave part of the story out, so they have to watch the video to find the answer.
Listen to Steve explain how he uses a whiteboard in his animated previews to make people want to click: he does something unexpected, writes the person’s name, creates ambiguity, or adds details.
Outline of this Episode
- [3:40] About Steve: From Real Estate to B2B Sales
- [11:05] Why he wrote a book about video for sales
- [14:15] Video marketing vs video for sales
- [20:00] Why are sales leaders not teaching sellers to leverage video for sales
- [23:50] Why video is better than text
- [30:08] A successful use case of sales video messaging
- [33:33] How to make it easy to be on camera
- [42:55] Identifying the right opportunities to use video
- [47:20] Strategies to get engagement
Resources Mentioned in this Episode
- Connect with Steve on LinkedIn
- Follow Steve and BombBomb on Twitter: @stevepacinelli and @BombBomb
- BombBomb’s website
- Steve’s book
- Steve’s favorite movie: The Lord of the Rings Trilogy