Podcast episode
Leveraging video to take your sales process to the next level (Tyler Lessard, Vidyard)
30 Minutes to President's Club20 Jan 202132 min
Description
Join the most tactical sales newsletter in the world: https://hubs.ly/Q01-R33G0 Four Actionable Takeaways: Use “video for you” in your subject line and say how long the video is in your body Use voicemails, LinkedIn, and emails to drive prospects to the video Use videos to keep your prospect’s attention through the deal Expand your reach with a video any time another decision maker might need the info Tyler’s Path to President’s Club: VP Marketing and Chief Video Strategist, Vidyard Author of The Visual Sale Fearless 50 Marketer & Telly Award Winner RESOURCES DISCUSSED Join our weekly newsletter Things you can steal 30MPC Training: 30mpc.com/training
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do? Yeah, absolutely. When you send a video as part of prospecting, right? Not everybody may be doing this today. So just to be clear, the typical process and how it works with a tool like Vidyard, and yes, there are others, is that you record your video using your webcam or a screen share, “and then you send it typically via email.” You can send it via social as well or any other channel because basically at the end of the day, you're sending a link as well as the thumbnail image of that video. For example, if I were prospecting you, Nick, at 30 MPC, I might make you a video. First of all, we're hopefully I'm wearing one of your amazing 30 MPC shirts because that would certainly get your attention.
And like, it totally gets them to open the email. And so I love the idea of nesting a gift inside of the subject line. And then also like wrapping some context around. Now let's talk about when you actually. You start that video in those 57 seconds. What are you doing? How are you eating up the time? “Yeah, the common thing that I hear is to structure your message, be similar in concept to how” you might structure a typical email message or a voicemail. You're going to start with 5 to 10 seconds of an introduction, right? Hey, this is Tyler from Vidyard. Then you want your 30 to 40 seconds of spit of the meat, right? It's like why I'm reaching out and the problem that I'm hoping to solve.
You start that video in those 57 seconds. What are you doing? How are you eating up the time? Yeah, the common thing that I hear is to structure your message, be similar in concept to how you might structure a typical email message or a voicemail. “You're going to start with 5 to 10 seconds of an introduction, right?” Hey, this is Tyler from Vidyard. Then you want your 30 to 40 seconds of spit of the meat, right? It's like why I'm reaching out and the problem that I'm hoping to solve. I think the important thing here, like with any messaging, is focusing more on the problem they have than the solution you're offering.
So be mindful of that and how it is you can use that subject line and that intro copy to your advantage, mix it up, be a bit more of a pattern disrupt and be a little bit more interesting to pique that curiosity. The second thing is the way you introduce that video asset. And I've certainly gotten emails from sellers where it's just a video in the body. “There's no introduction to it.” And that just drives me nuts. One other tip I'll give you is I know a lot of people, they'll like send out a video and then it's like, it's done. It's like, great. I sent it. They're either going to watch it or they're not. But again, if you put that time into it, I would encourage you to integrate that into your next touches in your sales process.
Actually, I think it's a really interesting concept these days of how do we as sellers wean ourselves off of everything has to be a meeting. So my thinking is you want to start to reduce that dependency and say, okay, we're going into like before that first meeting, I'm going to record and share a quick video for you “to answer the three most common questions that I get in every initial demo or discovery” so that we don't have to waste time on that. But I'm not just going to send you an article, I'm going to tell you in a video so you're getting more FaceTime with me in replacement of a potential meeting. So great, I've sent that to you beforehand. You've heard me explain some ideas. And now we get on that first meeting, we go through discovery. That's great.
type of thing. What I would suggest that people think about is we talked a lot about hyper personalized videos here, right? Like every video it's like you're creating a custom, but there are a lot of videos that you can create that are meant to be used over and over and over again and become a part of your library of assets, just like “email templates and such that you can use consistently.” And so I know a lot of sellers will do this where they'll record their kind of typical, once they get a feel for like, what is my typical prospecting video look and feel like, right? And once they get into their pattern, then they go great. I'm going to make one of these for a generic persona and it's not going to be personalized every time.
email templates and such that you can use consistently. And so I know a lot of sellers will do this where they'll record their kind of typical, once they get a feel for like, what is my typical prospecting video look and feel like, right? And once they get into their pattern, then they go great. “I'm going to make one of these for a generic persona and it's not going” to be personalized every time. And instead of saying, hey Nick, Tyler from Vidyard here, it's going to start with, hey there, it's Tyler from Vidyard here. Now, I know that as a demand gen leader, one of your biggest challenges is likely how to find more leads out there. Da da da da da da da da da, right? And you start to create these off-the-shelf videos that are targeting