“The hardest part of the sales process is getting to engagement,” says Trish Bertuzzi. All too often salespeople make the problem worse by bombarding their prospects with impersonal and irrelevant messages. So how do you avoid the pitfalls of #salesfails and create outreach that wins? Vidyard’s Shikha Bindra sat down with Terminus’ Morgan Gillespie and J.Barrow’s Morgan Ingram to discuss.

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Use video to turn outbound #salesfails into wins

Think about how many emails you get on a daily basis. How many of them do you actually read?

Your prospects are in the same boat—a boat tossed in the waves of a sea of information that is, for the most part, useless to them. Are there a few pearls in there? Probably. But it’s nearly impossible to pick them out of a seemingly endless ocean of banality.

Imagine instead you got an email with a subject line saying someone had recorded a video just for you. I don’t know about you, but I would be intrigued!

Both Morgans have found that using video has allowed them to stand out in their prospects’ inboxes. People are much more inclined to watch a video than read yet another prospecting email—and since they’ve crafted unique messages to each person’s role and pain points, prospects are that much more likely to engage with what they have to say. By the time they make that first phone call, the conversation is already warm.

Tips & Best Practices

This all sounds very good in theory—but how do you actually go about creating a video prospecting message?

“A video is a virtual voicemail—don’t overcomplicate the process,” says Morgan Ingram. He and Morgan Gillespie recommend keeping prospecting videos short and to the point, or as Morgan G. likes to say, “be brief, be brilliant, and be gone!”

One structure they’ve found useful for their own videos is as follows:

  • Hook (15 seconds)
      • Get your prospect’s attention—you can talk about their role and the challenges they might be facing or use something you’ve found on their LinkedIn or social media profiles to make a personal connection (ie. their alma mater, a favorite hobby, etc.).
  • Value prop/pitch (30 seconds)
      • Give a brief, personalized pitch of your product/solution, making sure to touch on how your solution will solve a challenge facing their industry or create a new opportunity for their company. Keep it brief and leave them curious to find out more.
  • Call to Action (CTA) (15 seconds)
    • Direct your prospect to an ideal next step—that could be reading a blog post, booking a meeting, or something else entirely. Whatever it is, you’ve managed to break through the noise and capture their attention, so make you don’t let this opportunity go to waste!

Most importantly, don’t forget to smile! If you seem friendly and engaged, your prospects are all that more likely to be interested in what you have to say.

Getting started

Still not sure how to start? “Make a video,” says Morgan Ingram. “It’s the same advice I give for: ‘how do I get better at making cold calls?’ ‘Make cold calls.’”

He and Morgan Gillespie recommend taking the value prop you’re already getting wins from in your email or cold call outreach and repurposing it in your video. From there, it’s just growing your confidence on camera and practicing the structure we discussed above.

Already using video to get #saleswins? Have some great #salesfails you want to share with us? Looking forward to it? Let us know in the comments below!

Carina Rampelt