I knew the first day of college, sitting in my Managerial Accounting class, that one, accounting was not going to be easy, and two, I liked to talk way too much to be crunching numbers for the rest of my life. From then on, I decided to pursue a career in sales.
Today, I’m a dedicated and passionate inside account manager serving the first responder industry, working to grow HD Electric‘s presence in the industry while providing tools to allow First Responders to complete rescue and recovery efforts safely. There are four reasons I love my job. First of all, our products help save lives. Second, I get to interact with America’s heroes every day. Third, I am surrounded by a team that is just as passionate as I am. And, finally, I get to play with cool tools like Vidyard GoVideo.
I first encountered GoVideo about a year ago at a conference put on by the American Association of Inside Sales Professionals (AA-ISP). I work in a pretty traditional industry which has never really utilized inside sales. At the time, I was working on getting an inside sales team up and running at HD Electric, and I was selling to small utility customers across the US and organizations like electrical cooperatives. These organizations hate being sold to. They are really difficult to reach on the phone because they are out in the field all day. They may look at an email but probably won’t respond for a month or two.
So I found myself at the conference sitting in Vidyard’s session on video sales, looking for new ways to stand out while prospecting and selling. I remember the session leader was so pumped and passionate about the future of video, I left the session excited and convinced that video was the way to go. It would allow an inside sales person like me to engage customers who are not receptive to email or phone calls, in a new and more effective way.
I came back to the office fully fired up. I did a presentation for my boss and scheduled the call with Vidyard. That conversation got my boss excited too. We both saw video as a great way to differentiate from our competitors who are using old-school sales methods and doing nothing new or exciting.
The only question was: given how behind the curve our industry is with technology, how would customers and prospects react? We figured time would tell.
We began using GoVideo with our utility customers. It’s a traditional crowd and prospects are slow to respond, but we could tell from Vidyard’s analytics that people were watching the videos we sent them. It was allowing us to be more engaging, more personal and as a result, more successful in getting people’s attention. A good sign for sure.
I have since shifted over to sell a new product line for HD Electrics called the VWATCH, which is a personal voltage detector used by first responders—firefighters, EMTs and police officers—to find downed power lines.
Unlike our utility customers, these folks are very socially active. They have a lot of downtime back at the station and are constantly engaging with content. So video has been a great tool for reaching this market. I use GoVideo to do an introductory video and to go over quotes with prospects. It brings a personal touch that my competitors don’t provide. I use video to do a screen share and then walk my customer through options. This saves both of us the hassle of booking a 15-minute phone call and they can watch the video on their own time. Using Vidyard’s analytics, I can see when they viewed the video, then follow up to see if they have questions.
Here’s an example of one such video:
We do a lot of trade shows in our industry and we’re now using video for pre-show outreach to customers and to distributors, asking them to drop by to see us at the booth. When you have hundreds of leads to qualify after a show, video allows me to efficiently follow up with those prospects in a unique way.
Our products are quite simple to demo, but video allows me to efficiently do my prospecting. I actually recorded a video in my office, using a simulated powerline to demo our products, so I have something I can send out to customers at any time. I’ll also use GoVideo to send out videos that our marketing team has created or videos our happy customers have provided.
Here are some examples of my demo outreach videos:
Recently, we had a customer using our VWATCH product after a major storm to find a downed line. Firefighters loved seeing one of their own working with the product and the video went viral on social media. I used GoVideo to push it out to my prospects to keep the momentum going.
The tracking side of Vidyard is just great for following up with people because I can see who viewed the video, how many times it was viewed, and who shared it.
Our adventure with video is just beginning and so far it’s working out great. Recently my boss met with our leadership team to show them some of my videos and the feedback was really positive. I had members of the senior management team dropping by my office door to give me a high five.
If you are thinking about working video into your sales process I’ll leave you with these tips:
- Be enthusiastic. No one gets excited about a video of a person sitting at their computer talking in a monotone voice. No grumpy faces allowed!
- Think outside the box. Check out Vidyard’s blog for some great ideas and don’t be afraid to get creative or try something different.
- If you aren’t a decision-maker in your organization, don’t be afraid to let your enthusiasm for video show, and back it up with metrics. Our leadership team was blown away when we were able to show them that a fire station had viewed a video 30 times and forwarded it onto others. Show your boss why you are passionate, why it works, and arm yourself with case studies to prove your point.