All of your efforts to humanize your brand and connect with customers are worthwhile because people ultimately want to do business with genuine, authentic people that they like.
But how do you connect with your prospects when you are 4,000 miles away?
Traditionally, sales reps used email and phone conversations, but I’d argue that there’s absolutely nothing better than a video for expressing the authenticity that makes someone want to work with you to find a solution. Video is compelling on a psychological level, and it’s the key to making an emotional connection with customers.
To start, it’s always good to be thinking about what type of content your prospects typically enjoy.
Leads Love Videos
Not only are videos preferred and even expected by your customers, but they really work for getting attention and driving action. According to Forbes Insights, 60% of business respondents said they are likely to watch a video on a webpage before reading any text at all and, after watching a video on social channels or other locations, 65% end up visiting the marketer’s website.
Based on these numbers, decision makers, including c-level executives, are not only watching video, but also find it persuasive enough to continue on through the sales funnel seeking even more information.
Video is Scalable
Beyond the fact that your prospects simply enjoy and respond to videos, you also have to consider that video is a great way to have your message scale. Unlike a typical sales call, Skype chat, or Google Hangout, a video can perfectly summarize your entire message over and over again as often as you need.
As I’ve mentioned before, videos embedded on your website are the equivalent of a sales rep that never sleeps.
Video has a Psychological Effect
Susan Weinschenk, Ph.D., consults with brands like Walmart and Disney to reveal the psychology behind customer behavior and she insists that video is persuasive for reasons tied to our anthropological makeup.
We’re psychologically hard-wired to respond to movement, the pitch of voices, and body language; all of which can convey much more emotion than we realize. There’s even a part of the brain designated for facial recognition. The fusiform facial area causes us to look at faces to gather information and assess credibility.
On a very human level buyers respond to watching real people in videos and are instinctively assessing their trustworthiness. Just imagine the impact you can have when you showcase helpful and welcoming support staff in a video sent to your hottest prospects.
That said, here are a few things you can do today to take advantage of video for building your credibility and emotional connection as a salesperson:
1. Send personalized thank you videos from your sales team
After a successful demo, record a short video on your tablet, webcam, or smartphone answering follow up questions, or thanking your prospect for their time. You can share the video straight through your CRM (via Salesforce Chatter), and see exactly which leads watch your bonus content.
You can also do something similar with thank you videos from your whole team. Next week, have your team pre-record a few thank-you messages and sub in a personalized beginning or ending for each video. While the video’s format stays the same (i.e. Thank you
2. Use Marketing Automation to Determine a Prospect’s Interests
Additionally, because your marketing automation system is tracking a prospect’s clicks all over your site, it’s no mystery as to what your leads are most interested in – especially when you can see their entire video viewing history. As a sales rep, why not record a personalized video with your smartphone and send it over to a prospect via Salesforce Chatter? The message could go something like this:
This immediate, personalized video follow up based on triggers in your marketing automation (maybe the lead watched 70% of a video already) makes the most out of your investment in both your CRM and MAP. Moreover, in your targeted video you can recommend that your viewer watch additional videos of a particular topic you know they’re interested in because of their video history.
3. Use video in Salesforce Chatter
Finally, as I’ve alluded to, you can now upload and share secure videos directly from your Chatter feed. This is really incredible, and we’ve already seen a few impressive use cases from forward-thinking customers.
You can use secure video in Chatter for everything from internal training, to sales enablement, and even internal communications. Whether it’s collaborating with your sales team members to find the perfect video to send to a prospect, or sending out secure town halls or executive briefings from your CEO via Chatter, there are a lot of options open to you once you start using everyone’s favorite medium directly in your Chatter feed to communicate on a whole new level.
For more on each of these use cases, check out Vidyard for Salesforce Chatter.
Overall, video is a really powerful tool when it comes to creating an emotional response because we are psychologically hard-wired to respond to it and it makes a personal connection. It’s quite literally the next best thing to being somewhere to sell in person and I hope you start using it proactively as a salesperson to see amazing results.
Editor’s note: This post originally appeared as contributed content on the Salesforce blog.