It makes a fantastic sales tool as well. Recently, we sat down with our Account Director, Rob Spence to discuss how much of an asset video can be to your sales process, and more specifically, how you can use it to ensure you hit those all-important targets.
(Adam) Where does video fit into sales? You must have a lot of clients who come to you with multiple different areas of sales, and your approach to each one is very different I’d imagine, but video probably covers a lot of those clients – why is video so useful as a sales tool?
(Rob) From our own experience as a business, video has worked incredibly well for us. It’s helped get our brand off the ground. Video was never a part of the sales and marketing plan – I’ll be honest it never was, however I then came across some of your early work. I used to watch your videos with a lot of admiration because they were informative, they were fun, they gave hints and ideas. It was the basics, and I fell in love with them, and I used those videos to create my own mini-series. Off the back of those videos, we saw a massive increase in our sales and in our traction. I know for a fact two bookings came from people watching those videos. Now, we post a video every single week without fail, focusing on different topics to do with sales.
(A) So what is relationship selling?
(R) I read once, and this isn’t a direct quote, but if you make a sale, you’ll make a commission, but if you make a friend, you’ll make a living. To me, that’s the foundation of sales. We buy from people we like, and that’s not just on an individual level. We all buy from brands and companies that we know, like and trust. If there’s a shop that we always go to, we always go to that shop; if we buy from a certain internet retailer, get the same hair cut, use the same gardener, it’s because we trust and know them.
(A) And that person has built up a relationship beforehand. There must have been a few key points where you’ve spotted them, or they’ve come across well to build that trust to pull the trigger.
(R) Absolutely. That trust isn’t just built on a face-to-face – of course that amplifies it and glues things all together – but that trust is developed over every touchpoint you have with a brand or company.
(A) There are a lot of goals when it comes to video, but in your opinion what is the best video for sales?
(R) In terms of that all-important sale, you’ve always got to go for a testimonial or a case study. Everything we’ve talked about in regard to the need to develop trust and relationships within a sale process, what a case study or testimonial does is it develops that trust and nurtures that relationship. We all know that we’re always looking for justification from other people as to why we should buy something, and that’s why we always look at reviews and ask for recommendations. We trust what other people tell us, and that’s where testimonials, case studies and reviews come from.
Watch the full interview now: