Jeb is the bestselling author of 10 books and among the world’s most respected thought leaders on sales, and customer experience. Jeb is an in-demand speaker and spends more than 250 days each year crisscrossing the globe, delivering keynote speeches, and training programs to high-performing sales teams & leaders. He’s also an expert on video prospecting.
He was featured in our #Limitless Webinar Series on 09 October 2019 and discussed how video prospecting can be a powerful sales tool and helps in accelerating a sale. Read ahead to know more.
Key Takeaways from the Webinar on Video Prospecting:
- Using video prospecting: the must-have tool
- The art of getting responses and engagement with videos
- Using video prospecting as a sales tool, objection handling, closing, & follow-up
Watch the Full Webinar Here:
Nikhil Premanandan: N.P
Jeb Blount: J.B
Sanjana Murali: S.M
N.P: The attendees.
S.M: We are live. We’re live. Missing attendees right now.
N.P: Awesome. So a lot of attendees have started attending. Hi Susan, hi Dennis. Please let us know where you’re from. We have Jeb Blanche with us. So just to summarize… If you have questions, you have the Q&A right at the bottom of your screens. Ask the question and you know Jeb and I will take it live during this particular interaction.
Hello guys. Please let us know you’re from. Alright, Jeb is in the house so you can ask him any questions that you have on video prospecting and you know it will take us through his framework as well. So how many of you are joining from the US? Just wanted to know, I just wanted to take a check there. Alright, Jeb, we’ll just wait for a couple of minutes and we’ll take it live from there. We’ll just wait for a few more minutes to see if any more attendees join and then we’ll take it live. So just to recap guys, Jeb’s in the house so he’ll be taking us through how to use video prospecting in your sales outrage to open the doors to you know get those opportunities in your sales pipeline. If you have any questions in this regard, please let us know in the Q&A section at the bottom of your screen and we’ll take it live during this interaction session.
So Jeb has actually worked with videos since 2007. He has launched his podcast at that particular time and he’ll actually take us through how he overcame the fear of videos and started delivering great video content. So if you have any questions in this regard, because video is the future. So ask your questions right away and you know we’ll take it live. We have a few questions coming in, we already have a few questions lined up. Just a couple more minutes and we’ll take it. Yes yes, we can hear you. Hey Austin, welcome to this live interaction with Jeb. No, sorry, we can’t see you there but we can read all your chats. Alright, we’ll throw it open now so let me quickly share my screen. There’s a small presentation and I’ll introduce our guest Jeb Blount right here.
So hello guys my name is Nikhil. I’m the head of marketing at Hippo video. This is our series called limitless webinar series. So we are actually bringing industry experts, global sales experts to this particular series to actually help our audience or help sales team increase their productivity or be better at you know selling. So we have Jeb Blount with us right now in the studio and he’s actually going to take us through video prospecting. So a little bit about Jeb. He is the CEO of Sales Gravy Inc. He’s one of the most respected thought leaders on sales and customer experience. He has authored close to about 11 books on sales including the global bestseller fanatical prospecting. You can see it on your screen right now, and the most recent book called objections. So fanatical prospecting is the number one bestseller in business sales category on Amazon, he’s also listed as the top, in the top 30 social selling influences by Forbes, and he’s also listed as the top 50 sales and marketing influences by top sales magazine. So we are glad that Jeb Blount actually you know accepted to have this interactive session with us. Without further ado I would like to introduce you to Jeb Blount. So, Jeb, I will start away with a simple question, alright. So I just want to know how can you know SDRs and AEs welcome the fear of you know being in front of a video camera? How can they stop being video shy? Do you have a process that that you know SDRs and AEs can implement?
J.B: Well the process for overcoming being gun shy over video prospecting is kind of like what, a good example would be what the military puts new recruits through as they help them acclimate to their job in the military, for example going onto a battlefield. It’s no different than if you’ve been in a Spartan Race. It’s the process of going through a you know a series of obstacles where over time those obstacles get easier, and it’s called building obstacle immunity. The easiest fastest way to do that is to start using video. So what I find is that there’s so many people out there, as soon as you put a camera in front of them, I mean just like duck and they should get really shy and they have a really hard time with it. If you watch me you know that I do tons of videos. I shoot videos almost every day. I put them everywhere. But there was a time in my life where I was exactly the same way. As soon as you put a video camera in front of me, I got really really shy. If you go back and look at some of the first videos that I made they were awful. I mean I didn’t know how to talk. You know I sounded not so good and then over time, as I got used to doing video prospecting, I got better and better and better at it. I also realized that I can do anything on video and then I can go back and edit it or I can delete it and start over again.
How to Stop Being Camera Shy for Video Prospecting?
Although this is a live streaming video, you have to get used to this as well. But for most of the videos, we shoot we’re shooting them and then we’re going back and we can do another take. In fact, we were just out in San Francisco doing a video shoot for a client and we took three takes of every video so that when we went back into the production studio. We could pull them apart and take the best of each of those videos out and stick them together. So for sales professionals, in particular the most important thing that you can do is just get yourself on video, start shooting videos, get over hearing your voice which sounds awful, get over seeing your face which you’ll judge everything about yourself, recognize that most people aren’t looking at the flaws you’re looking at. And then do it, and do it. After a while, it’s just is normal and it gets really really easy. You’ll find that it’s just tuning a video for a client or doing something for a you know a prospecting call or late in the sales process, it just becomes a natural thing that you do but you have to start. And the only way to get over your fear is to do it because there just really isn’t another Band-Aid or fix for that. Maybe if we gave you a valium that would work but that’s gonna make a very terrible video if you do that.
N.P: So I understand I’ve seen quite a few of your videos where they call you four take Jeb. So I do understand. Because the first time I started creating videos, I still remember it was just a 90 second video but I took close to about two hours to create a particular video. Now a lot of videos I do it in a single take but initially there was a lot of you know inertia for me to you know get in front of a camera, that was the first thing. The second thing is you know press the record button right there. So it was very difficult for me itself. I mean I am leading a team inside you know a company which is a video platform. This is coming from a seasoned marketing person. So for sales people obviously, because this is not the routine that they follow, this is something that they would have to do separately you know initially to at least get started to start seeing results. So as I see it they have to come up with a process themselves and you know figure out what they should say and how to create a script which actually is easy to memorize and easy to deliver. So that is the first thing. Many times what I’ve seen is if the script is a little complicated or a script is a little complex, if you’re adding a lot of lines, you tend to forget. If you forget once, it is very difficult to come back from that. So have you also faced something like that when you started out with videos?
J.B: Well there’s no doubt about it. I love that you know I love to hear you say that you’re a marketing executive working in a video company and you have the same fears and same you know trepidations and the same mistakes that everybody else makes and that’s true of video. So I think that the what I do with scripts is so for example one of the ways that we’ll use video and I shot a series of videos for clients, you won’t be able to find these on YouTube but we had a series of clients that were all in the process. We’d had initial meetings with them, working with them. We were on a rooftop in Nepal and it was just this beautiful area where a UNESCO World Heritage Site. We set on that rooftop and we shot one video after another after another after another after another after another. All that I was doing was using bullet points. So my salesperson said here’s what I want you to say, there are four bullet points, I want you to go through these four bullet points and then we shoot the bullet points. So what I would do is they do call me four take Jeb, sometimes I’m five take. But I’m also a perfectionist so I would roll through it and go you know that doesn’t sound right, like it doesn’t sound like it was natural. So I’ll do it again, do it again, do it again. Basically you know you nailed it. What I would eventually do with the bullet points is make sure that I’m simplifying them. Because the more complex the script is, the more contrived it seems and the less likely I am to get through the video in one take. I prefer to do one take versus doing multiple takes and then pasting things together.
How I Overcome My Own Fears?
We travel all over the world. So I’m leaving, as soon as I get off this, I’m hopping on airplane and I’m going to the Middle East and then from there I’m going to KL and Malaysia. So we bounce all over the place. But we were at a monkey temple and shooting a video and we set the outtake to the client. So we’re shooting a video for a client and so we ended up selling that piece of business but the clients you know we were asking the client to do business with us. I’m in the middle of the video and this monkey jumps out of a tree and all my brain is thinking is oh my God this monkey is gonna jump on me and because we’d fed him some watermelon to kind of get him around me. So I duck, and when I duck, I realized that you know the monkey wasn’t anywhere close to me and I’m laughing as hard as I can. So when we shot the video, we did it again. We put the blooper in at the end of the video, our client loved it. We end up signing the business. They were laughing. They thought it was funny that we were making fun of ourselves in the video and it was authentic and that’s you know part of making a script is you want to make the script sound like it’s you and so that you connect with that person on the video one-to-one even though you’re not there.
N.P: Yes, so usually what I’ve seen is you know when sales people reach out you know using videos, they try to sound a lot more professional and in that particular process they miss out on who they really are, alright. So just as you mentioned. Now a lot of people would not be comfortable sending the video where you know you had a fear of a monkey attacking you, alright. But then you still did it and the client loved it, alright. So a lot of people still have this particular stigma, if I am using the right word, in you know being their natural self. So only if they use a lot of videos and if you know they see the right fraction from the other side will they be comfortable or will they be encouraged in you know doing more videos. So you know Carlos has just asked another question here. So what you know do you recommend? So using an excited tone or just a normal tone? So how important is tonality on you know a sales barrier?
J.B: Well it’s important that you’re, that there’s some inflection in your voice. People want to see that you’re enthusiastic. If you’re completely over the top, you know if you’re like so excited that you know that it’s you’re it’s almost dramatic, that might work in some cases when you’re trying to get someone’s attention. I can see how that would but you don’t be very careful with that. On the flip side, if you’re monotone and you’re so professional that it’s not even interesting, that’s not gonna get anybody’s attention either. So you want to modulate your speed, you want to modulate your voice, you want to you know talk louder, you want to talk softer, you want to use your hands when it makes sense if you talk with your hands, you want to use expression on your face. But you said the right words, and the right words are you want to be authentic so you want to learn how to be your authentic self. Going back to our earlier conversation, that’s something that you learn to do. There are a few people who are just natural, they get on video and they just shine. I wasn’t one of those people. When you look at my earlier videos you know I don’t think that I was I was shining, I don’t think that I was authentic. But over time when you it more and more and more, you see the video camera as if you’re talking to a person versus a camera. And that’s the key is to get past that.
Importance of Tonality In Sales for Video Prospecting
So be authentic, be who you are, but make sure that when you go back and watch it, the person who is watching it would know that you’re interested in doing business with them or that you really want to meet them or that what you’re saying carries some weight. And then practice and practice and practice so that you learn how to use that inflection. You can even see right now how I’m moving my body on the video. I like moving in the video. Even when I’m shooting videos, for example on an iPhone, I’ll have the person slightly move the video camera just you know on my iPhone. So they’ll be holding the iPhone up like this and they’ll just be moving a little at a time back and forth just to create some movement. Because all of that movement is capturing the person who’s watching you, is capturing their brain and their brain paying attention to those pattern breaks and it’s pulling them into the video.
N.P: So it’s very interesting that you mentioned about the tonality and how to use different tonalities to actually break the ice here. Now the second thing that comes to mind when recording videos is the duration of the video. So I mean I know that you might have heard this particular question time and again, but is there an ideal length of the video to target? So is 30 seconds is the mark or 60 seconds is the mark or 90 seconds is the mark? Or is it that at different stages of the you know sales stage you have to use different lengths of video? So what’s your take on that?
J.B: Well, the shorter the better. So you know and that’s a little bit of a different animal. So let’s just say that I’m posting a video on YouTube and you’ve done your research, you’ve seen a lot of my videos on YouTube, they’re really really short videos. Most of my videos are short clips, some of them are not even 30 seconds long. I post those videos on LinkedIn as well because they get a lot of play on LinkedIn. They’re great for Twitter, they’re great for Instagram. So anything under a minute really drops. But if you’re under a minute like your message has just got to be right on so you’ve really got to dial it in. Typically though, I want to say, if I’m sending a video to a client I want to stay under a minute. That doesn’t mean that there aren’t going to be times when what I’m saying is important enough or I’m mentioning particular people that I wouldn’t have that video run a little bit longer. Because I will, but my goal is to keep the video under a minute. If you get in 30 seconds even better because the way people consume your video content, it’s going to be easier for the content on the phone the shorter the content, the faster the load, the easier it’s going to be to get them to see it. If it’s too long, you’re gonna lose them and you’re gonna miss your call to action at the end. If it’s too short, maybe you know 10 seconds you didn’t get enough in so that you didn’t really get to relate to them or give them a message.
The Ideal Video Duration in Sales Prospecting
So instead of saying it needs to be 30 seconds or 1 minute or 90 seconds or 3 minutes, I think I would say two things; consider who the audience is, consider the objective of the video. Why are you selling the video? Where you are in the sales prospecting process? And then consider your message. If your message is particularly engaging, so for example, if I’m leaving a message for you and the message is on something that I know you’re interested in, the content is really dialed in. So let’s just say that I’m you know having a conversation with you as my prospect about how am I teach your team how to make a phone call. I might make that a little bit longer because I’m giving you a message on a specific subject and I’ve got a series of bullet points that I’m running through. But most of my videos of clients are 30 seconds to 45 seconds. They’re somewhere in that space, usually no more than a minute. They would be like I really really am looking forward to meeting you, looking forward to meeting your team, looking forward to spending time with you and I can’t wait to get there and help you with Bam Bam Bam Bam Bam. Here’s my phone number, give me a call back. So you know I’m trying to be as direct and as hard-hitting as I possibly can in the moment to engage them and to pull them in so that you know I’m able to get them to take some action or help my salesperson take another action.
N.P: Got it. This is something that you mentioned earlier. So you mentioned that you actually record these videos outside, most of the times you record it outside your studios and you know in a natural surrounding. So what do you think is… Where do you think is a response better? Is it better if we have it in an outdoor location or is it better to do it in a studio in your office or in your conference room itself?
J.B: Well I’m a little bit different because I travel all over the world all the time speaking to sales organizations and doing training, my trainers, we have 20 trainers on my team. They’re all shooting videos too. I also have the benefit of having a video crew that works for me. In a lot of cases they’re on getting on airplanes with me and they’re traveling with me. So I have some parts of my life that regular you know if you’re a salesperson, your company is not gonna hire a video person to you know hang out at your desk with you. So I would say yes, when you can shoot a video in a cool place… And it doesn’t necessarily have to be you know on top of a building in Nepal. I mean that was a really cool thing to be able to do. You know hanging out the monkey temple, I mean that was an awesome backdrop. I did a video for, I did several videos for clients at India Gate Mumbai so you know I did a video at the Parliament building and New Delhi. So I’ve done some really cool videos at neat places that most people don’t get a chance to do but I also did video… Recently I was on a hike with my wife and we were in this neat place where there was a rock outcrop and I said several videos that made for clients, hold my phone for a minute. So I went Bam Bam Bam, knocked him all out, put my phone in my back pocket and walked away edited them later and even made a couple of mistakes on that I edited it out. I shot a video not long ago at my cabin up in the woods and it overlooks a lake. So I just put the lake behind me and shot the video. I shot that in the moment and sent to the prospect two minutes later.
But sometimes you’re gonna be at your desk, and sometimes you’re gonna be in your office. What I would suggest is that you put something behind you like your logo, like you can see I put your logo behind me. I’ve got a book behind me over here. Put a picture behind you, find a you know a backdrop that’s got good lighting up front that maybe has some texture in the back. So find those places and shoot the video there. But in a lot of cases you may be shooting the video in your cube or shooting it in an open office. We shoot videos in our clients’ offices, so we just blur out the background which we have the ability to do because of our cameras. But we’ll blur out the background in open off the setting. It’s surprising how well sound works, even on the iPhone, in a big office or you know one of the things that I use all the time so I’ve got a GoPro right here. So I use a GoPro and there’s you know wonderful editing software that goes with a GoPro. So I’ll have those with me. You can you know sounds that, you know sounds sometimes in a loud place you can you know you’ve got a lot of background noise but it really does well. So my suggestion for you, find a professional place, a place with your logo behind, it is perfect. Even in your cube, if you’re just shooting video from your you know from your webcam on your computer in your cubicle, just make sure that there’s some backdrop behind you that’s interesting but not distracting. Does it make sense?
N.P: Yeah it does. It makes perfect sense. So this is a question from Mark, “So what do you recommend for SDRs who are high volume calls per day using a similar video, too many prospects? So what are your thoughts on that?”
J.B: Well if you’ve got a one-too-many video, that’s one thing and that video is gonna be a video that may be you know you’re just… Let’s say that you have a big list and they’re not very qualified and you’re trying to get people to engage with you so that you can qualify those. There’s nothing wrong with shooting a video for that list. What I would suggest that you do is that you focus on the vertical.
Video Prospecting: A Sales Tool
So if you’ve got particular roles that you’re focusing on, if you’ve got particular company or industry verticals that you’re focusing on, no different than with a voicemail and no different with your cause statement which you’ll find in fanatical prospecting. But what you say to them, that’s going to shift but to the role, to the circumstance, to the industry vertical, to the size of the company. So you may need to have multiple takes of your video that you’re sending in bulk to multiple people versus a one to one that connects with them based on their unique circumstance.
Now, what’s important to understand is that you know your video is not going to connect with everybody. It’s not gonna connect with everybody’s circumstance. So you want something that on the bell curve is going to connect with most people when you’re building that type of video. The other thing that I would say to you is do a/b testing. So maybe make three different versions of your video that you’re sending out to multiple clients in a high activity situation and then see which of those videos is converting the highest and then focus on what’s right in that message and then create more videos around that. The other thing you can think about is the SDR is where you’re putting videos in your sequence. So let’s just say that you have, I don’t know, let’s just say you go four three two one. So you make four outbound calls and leave voicemails if you don’t connect with them, then you send three emails, then you do to LinkedIn touches, and then you send one video. So if you’re using that where does that video sit, and that sequence wouldn’t be you make four, then you do three, then you do two, then you do one. It just means that process so you could do a five four three two one. You could do five calls, four emails, three touches, two videos and maybe one gift or you know one other type of touch that would be a direct mail. We use direct mail all the time in our sequences and it works out great. So we’ll send a card out and we did a card recently where we have a video and then we had a snapshot of the video on the card and then [yeah] video in the card. So we tied those two things together in one campaign. By the way that campaign was a bulk campaign where we had single video that went to multiple prospects, not one to one, but the cards were all personalized.
So you just have to think where you’re putting it and then you want to create multiple videos, test those videos. And then one more thing is refresh them often. Because you know you may shoot a series of videos when you’re working on them but you’re gonna get better and better and better. So go back to what you’d shot and redo them, create new messages, make them fresh, it connects you back with the message, and always be iterating.
N.P: Got it. So excellent points all around. I guess you have covered you know the next two or three questions that we were going to ask you. So Francisco, if you’re online probably I guess your question is answered by Jeb already. We had a question from Steve who’s the CEO of Lead Growth on what order do you recommend to reaching out to clients to reaching out to new prospects; that is email, LinkedIn, phone, text. So I guess a part of that is covered in what you said Jeb, that is the four three two one. So do you have anything else to you know bring in there? Probably you’ve covered email, you’ve covered phone prospecting, you’ve covered you know video messaging. But what social media? So how can you actually use these one-on-one videos or personalized videos in video prospecting but in social media, so what’s your take on that?
J.B: Well let me answer the question first. So I always recommend pick up the damn phone, okay so hear me loud, pick up the damn phone, call people, talk to people. We get paid us salespeople to talk to people. I run into this every day where STRs are interacting with me via email first versus picking up the phone. And if you call me on my phone number is all over the internet, you’re gonna talk to somebody, you call my office, you’re gonna talk to somebody. So pick up the, always a phone call for… And if you don’t get them, leave a voicemail, and on the voicemail, you can reference I’m gonna send you a video. So the way you send a video is gonna be via email necessarily so if you send an email, your next email in that sequence might be; you leave a voicemail, the voicemail references the video which would create curiosity and then you send an email with a link to the video so that they can watch the video.
One-On-One Videos for Social Media
I’m sure you have a way to help them do that with Hippo. So you send the video and then you would follow up with a LinkedIn touch. So for example, let’s just say that you have a video that might be really interesting to an organization on a particular you know insight. I wouldn’t say you know a pure advertisement but you’ve got something that would be interesting to one of your verticals. For example, I might do a video on you know making a phone call, pick up the damn phone. I might tag the person that I sent the email to in that particular video. You also to think about I can send a direct video so I could send something through an InMail. So I might do, say, phone call voicemail. I might send an email and then I might send an email. I might just all three of those use my video for that. And then I might want to consistently be posting short videos on LinkedIn and then I had a particular prospect and I’m tagging that prospect.
Now what I think is important, and Mark asked this question, if you’re an STR and you are you’re making lots of calls like you’re all over the place. You can’t do that on every single call and you can’t do that for every single prospect because you’re never going get lots of calls made. So it’s important that you’re segmenting your prospecting database and that you are targeting the prospects where putting that type of effort in them because of their probability of becoming a customer or the potential of the opportunity or their value as a customer from a conquest standpoint. In other words taking it away from your competitor matches the effort that you put in in that particular sequence. But I always start with the phone, and if I were running a sequence with you and we’re running a video, I would say pick up the phone and call them. if you talk to them, you don’t need to run this sequence. if you leave a voicemail, reference the cool video that you’re gonna send them. Send the video in an email and then follow up with a InMail. So on LinkedIn with a link to the video or a direct message on Facebook. Then you know rinse and repeat. Then do that process again, go through the process again. You know maybe you have a different video or a different story because 30 seconds at a time you can tell your story. But there’s also video on social media that has nothing to do with a direct touch to a prospect. It’s creating familiarity, it’s building your personal brand, it’s allowing people to see your face and hear your voice. By posting those videos, by tagging people in them, by creating an audience around that, when they do hear from you because the video has a really weird way of making you sort of a… I’m using this word loosely but a celebrity to them like if they want to meet you. Then you can create that, oh my God, I finally got you on the phone. I’ve seen your face on video so many times and it’s like not uncommon for me to walk into a room with salespeople and I got people walking up to me go, I’ve watched all your videos on YouTube, could you sign my know my notebook, could you sign this. Because people see they want my signature because they experience me on video. So I think you can do the same thing although you know I’ve written 11 books so I have a different platform that I’m working on but you can create that same sort of familiarity desire to meet with you via video and in leveraging in different formats to connect with people to get them to engage with you at the right time and you know when their buying window is opening.
N.P: So I guess Carlos that answers your question. So Jeb has answered your question but he has another follow-up question. Do you have a particular structure for a video? So you know these are the stuff, this is the stuff that has to be said you know at the start of the video and probably you have to close in a particular way. So do you have a structure that you follow? So that you know everybody who’s viewing this particular live interaction, they’ll actually have a great takeaway, they’ll actually have a structure to go ahead and start recording great videos.
J.B: Yes, so first of all let’s talk about the video itself. When you have the ability to do this with the software you’re using, you want to make sure that on the video itself if it’s possible to put a transcript, do that so that people can read the transcript. Because sometimes you get a prospecting email on your phone, you’re in a loud place and you watch the video and you can read it.
Start Recording Great Videos for Prospects
It’s not always possible it can be a long process to do it and I certainly don’t do that on every one of my videos. I do it on some, not all because it takes a long time to do that. So that’d be number one. Number two is you want to make sure that on the video, either in a lower third or somewhere in the video, you have your contact information that I would have that up on the video the entire time. So your email, if you’re on Twitter your Twitter handle, and your phone number so people can call you. So that’s an easy call to action. You want to make sure that that graphic is in there and that every time you create a video, you can drop that graphic in. So those are a couple of things. In terms of structure, let’s focus primarily on prospecting. So if you’re engaging at the top of the funnel and I’m trying to get someone to call me back or to engage in a conversation, I want to follow a four-step framework. It begins with a hook. So as soon as they get the video, you got that long to catch them. So you want to have a hook and the hook has to be about them. So you typically you know you’re going hey this is Jeb Blount from Sales Gavy. We’re the largest sales training company, blah blah blah blah blah blah. Lost them. They don’t care about you. They care about their issues. So you want to start off with something like this, you know this is Jeb Blount and so many people like you are struggling to keep the pipeline full. Okay, so I’m saying something upfront that connects with them.
The next step is to relate to them. So relating to them is stepping into their shoes. It’s empathy, the meta skill of sales. So what I want to do is step in their shoes and so I totally understand where you’re coming from because the people that I talk to they’re experiencing these problems, they’re having this pain, they’re seeing these opportunities to change. So I want to hook you with something that’s about you and I want to step into your shoes and relate to you so that you feel that I get you and your problems. The next thing you want to do is build a value bridge. And what a value bridge is is it’s connecting the dots from their situation; their pain, their opportunities, you know green fields that you can help them open up. Whatever that that relate statement is, you want to build a value bridge from that to how you can help them. And it’s a really simple thing you know. So one of the ways that I help you solve this problem is boom boom boom, just that simple. Then finally, you want to have a call to action, so you’re asking for something. So typically if you’re a top of the funnel, you’re asking for; call me back, send me an email, you know let’s set up a meeting with me, you’re asking for something so you need a call to action. If you can have the call to action on the video that’s even better.
So one-to-one video is great because you can drop a call to action directly in the video. If you’re doing a one-to-many video then the call to action is gonna be more generic. But think about it like this, I’ve got two seconds. So number one is I need to have a hook. My hook is the very first thing that I say that brings them in. I need to step into their shoes and relate to them. So it’s hook relate, they need to know that I get them in their problems and it’s not about me, it’s about them. Number three is I need to build a value bridge from their particular situation to how I can help them on a one-to-one call that’s going to be very specific. On a one-to-many video, it’s going to be you know it’s going to be generic but you hope you’re hitting somewhere in the bell curve. Then there has to be a call to action, so what do you want them to do. So those are the typical framework, that’s the typical framework that I run.
Now, as you move through the sales process. Let’s say that I’ve just you know met with a bunch of people, did the discovery meeting. So I have a large stakeholder array and I’m sending a video out to the stakeholders to say thank you. In that case, I want to be sincere, I want to be empathetic, I want to again hook them by repeating something that they told me. I want to demonstrate that I heard it and that I understand it then maybe build a value bridge to it. But my call to action might not be a call me, it might be I’m looking forward to meeting you the next time we get together. But I’m using that video to maintain the relationship to anchor the familiarity that I have with the stakeholders to let them know that I heard them and continue to build a relationship.
N.P: So excellent excellent framework. So hook, relate, create a value bridge and end with the CDA. Excellent four-point framework guys to take away and you know start creating videos. Now the next question comes from Irvin, so probably you can have a few points from your latest book objections as well. When a prospect says no or not interested, what is the best way to move forward? And if you want to create a video for this, then what is the message that you know you can send it across? Because the prospect has responded to your cold outrage but he has responded in the negative. So what do you do?
J.B: So if you’re getting that response like if you’re getting a response by phone like you’re timing a conversation with them then it’s gonna go really really fast. If you’re getting it, they send you back an email and they say I’m not interested, that’s a really good thing. So sometimes and say hey I’ve got this great thing I think it’s a good idea for you. They’ve done such a nice job of demonstrating that, sometimes via video that I’ll write them back and I’ll sincerely say I really appreciate it, thank you so much, I’m not the right business for you’re, not the right prospect. Here’s why, and you know I may be the right business from you a year from now but I’m too small or I’m in this situation. What you want to do in those situations, if you get someone who tells you that, just respect it and move on. Like put it in your CRM, set up the next time because they’re telling you that I would be interested except for the circumstance isn’t right. But if they just say look I’m not interested bla bla bla bla bla bla. I’m not interested, I’m using your competitor. I’m not interested because of this. You want to use a framework and you’ll find this in my book objections, you’ll find it in fanatical prospecting. So if you want more, do a deeper dive on this. But the framework is ledge, disrupt, ask, we call it LDA.
What a Ledge is is just a statement that you use in the moment that’s really around controlling your emotions. For example, if you said I’m not interested, I would say that’s what exactly what I expected you to say, that’s what I thought you would say. Or I might say that’s what almost everybody says before. So that’s what almost everybody says before they learn how we do this this this and this. And look, I don’t know if this is the right thing for you but all I want is a few minutes to get to know you a little bit better, show you how we’re helping other companies in your area or in your industry, in your niche, solve this problem and then you and I can make a decision from there whether or not it even makes sense for us to keep talking, that would be a destruct statement. So I’m agreeing with them which pulls them towards me and I’m giving them a reason to meet with you and then I’m gonna ask for a specific time. I’m gonna say, they’ve been doing the email and say how about 15 minutes next Thursday at 2 o’clock or if that doesn’t work, here’s a link to my calendar and you tell me what’s gonna work best for you. But I’m always gonna give them a time so I’m gonna Ledge. All I’m gonna do is use one statement at the very top like that’s exactly what I expected you to say and then I’m gonna say you know everybody is… Most people aren’t interested before they find out about this and then I’m going to ask for the time. So if you want more on that particular structure, my book objections or fanatical prospecting, those are both in there. You’re gonna turn around a certain set of those prospects that way. By the way you could do that via video, you could do that via email, you could do that the direct phone call, any of those ways how you use that framework.
N.P: Got it. So Arvin, I hope you got that. So as Jeb clearly mentioned you actually have to acknowledge what your prospect has told you, you have to respect what they’ve mentioned and then take it forward you know to a close. So there’s you know something else that you know another question that we’ve got from Sri. So he’s actually working for a global unicorn and they’re actually you know competing against likes of Salesperson Zendesk. She has a clear-cut question. He’s actually you know going up against you know the industry leaders or the category leaders. So in that particular case, how does he create a prospecting email? That is the first part of the question. Now second part of the question is, he’s an Indian who’s sending a video you know into the US market, will there be cultural problems in it? Will the US prospect you know accept this particular video selling message? So have you ever faced that particular question?
J.B: Absolutely, I think that you know one of the things specifically in India that’s occurring right now is you know India and… I love India because I just love to see the iteration of self-professionalism in India itself. But if you just go back you know India really didn’t have any type of sales professional selling until the late 70s, early 80s, and they just didn’t exist. Then India started working with the Western countries and you’re really doing call center work. I mean that’s the interaction you had with people in the US. Now, you know in India it’s not uncommon for me to be buying from someone in India who’s calling me up and you know they’re real… You know you’re starting to understand you know how people in the US work and how they buy and we’re a global world. So you’ve professional salespeople in India who are having conversations with people in the US, and that’s new. So first of all, yes there’s probably going to be some cultural bias there. Simply because if you just deal with a lot, if you talked a lot of people in America I mean a lot of the American citizens experience with India was, they were calling up because their phone was broken and they’re talking to somebody in Mumbai or in Pune or you know or in New Delhi and they’re having some of these you know these conversations and they didn’t go very well. So first of all you’re gonna have to break through that bias, there’s no doubt about that. The human similarity bias is always in play.
So how do you do that? Well the first thing you want to do is go back to what we were talking about earlier, be authentic, be yourself, don’t try to be someone that you’re not. One of the I think the big mistakes that Indian call centers made early on in the process is that instead of using your real name, you were calling yourself an English name and everybody knew that wasn’t authentic. I mean we knew that you know the person we were talking to was not named Stan, it was a noob but not Stan right, and people can see right through that. So just be who you are, be nice. Even if like you know English is you know you’re like you’re struggling a little bit, make a joke about it. You know because people laugh at those type of things and then be sincere about wanting to work with them. So authenticity, sincerity, be human, you know be empathetic. We go back to hook right and relate, step into their shoes, relate to what they’re saying. Do that first because we can’t like say that there won’t be a cultural bias because there’s going to be one but what we can say is that you know human beings like they just… Everywhere I go in the world if you smile and you’re nice and you’re kind and you’re authentic and you’re sincere, people connect with that. Then what I would also say is that you can’t do one and done. If you’re trying to get through, especially when you’re dealing with someone who is buying from the market leader, if you prospect into them once, you send them one video and they brush you off, it’s not going to work. A great example would be a company from the UK that sells software as a service in the training space that I end up buying from, their sales rep called me 71 times, he left 71 voicemails.
J.B: 71. Now, it would have been good if he’d send some videos right, but 71 times. But he called me enough times I realize he wasn’t gonna go away. He was always professional. There was nothing, it was nothing but professional and nice. Then one day he caught me and you know in a place where I couldn’t say no to him. We had an hour and a half long conversation and when we were done, I signed a contract. So you have to be persistent with it especially when there’s a cultural divide, you have to be persistent with it. Because people need to see that you care and you’re sincere and you’re persistent and believe it or not, and some people don’t believe in this, but people really really really appreciate and value human beings that are you know that work hard and use their resources and try every way to get in. Now with that said, you’ve got another issue, and that other issue is competitive displacement. So you sell a software that competes with say Zendesk, right. Zendesk is you know they’re the brand that everybody knows about because they were there first. They’re embedded in a lot of places and unwinding some of those relationships is tough. So what you have to do is you have to get in first but it’s getting in is really the easy part when it comes to competitive displacement. The hard part his is building the value, right, going through the process. What I would do is I would direct you to my podcast. It’s a Self Gravy podcast so you can put my name in Jeb Blount. Spotify, iTunes, Google Play, wherever.
The last six podcasts are a series of podcasts I did with Anthony and Reno and what you’ll find is us talking about this exact thing in depth. Like how do you displace an embedded competitor in a highly competitive market? It’s not enough time for us to go through that process but it’s all about finding the right people, building value, being insanely persistent. Especially making sure that you’re paying attention to when those buying windows are gonna open and you’re getting it out of those buying windows. I think if we go back to you know when you were talking about earlier around social media, it’s making sure that they know you, that they see your face. I want to say one more thing about this because I think it’s really important. If I’m selling to America from India and I’m just stepping into one who is an Indian sales professional shoes and selling into the US market, if it were me, I would be intimidated a little bit. I might be a little bit insecure about if there was a language barrier. I mean everybody in India speaks English but not all at the same level. There are you know I… When I’m in India and I’m training sales professionals, a lot of the sales professionals I train were educated in the US and are now in India selling, so it’s really easy for them. But in a lot of cases I would be intimidated I would feel that way, I would feel a level of insecurity. Is you know more than anything you have to be persistent, you have to create multiple videos, you have to do a lot of touch points, you have to stay in front of people. But pay attention to being empathetic, pay attention to the human connection that you’re building and maybe you have to do a little bit soft at first to build that connection but don’t allow your insecurities to keep you from being persistent. Allow your insecurities to allow you to relate to the other person who may feel the same low level of insecurity in having a conversation with you because it doesn’t sound like what they’re used to American English versus Indian English. So just beware of that.
N.P: Got it. Absolutely, so you have to be authentic to actually start to break the ice and you know bring down the walls that usually people have around them. So human is a good way to do that and as you’ve also mentioned be human be authentic and it will actually start working out. Now you created you know a ripple by actually mentioning about you know a sales guy actually having 71 touch points. That is a huge number. Now, at any point of time, you should have thought that this is getting a little bit annoying. So what was your take on it? I mean 71 calls or 71 touch points is too much, alright. So I mean this is something new and you know something that has actually worked for the person to actually you know get you, alright. So obviously we cannot take this you know take this as you know an advise and plan with it. So what is your take on it?
J.B: Well it wasn’t annoying, it was… You know he even got me on the phone a couple times and I brushed him off. It wasn’t annoying because he was professional. He didn’t voicemail messages and said I’ve called you 25 times, you haven’t called me back. It wasn’t like that. He would say, hi this is Richard. I’m calling from and trying to get on your calendar. I mean it was just like that. It wasn’t like really, it wasn’t even annoying at all.
N.P: It was more or less the same message again and again or did he tweak a little bit?
J.B: He would change it a few times and he would tell me hey we’ve got a new thing coming out or we’ve got a new item we’ve added on here or I talked to one of your people in the telephone they told me about this. So it’s only annoying if you’re a jerk. Like if you’re being you know overly aggressive. It’s not annoying if you’re being professional and you’re being kind. I’ll tell you this, one of the largest accounts I ever sold, a company called Fujifilm, and this was back in the 90s. But I called the buyer there 51 days in a row and left 51 voicemail messages in a row. I normally don’t have to do that. Normally if I leave four or five… Yeah, 51. On day 52 he called me back and said, are you ever gonna stop calling me? And I went not [ha ha]. So he met with me and I sold that deal. It was well over a million dollars. When I showed up the Director of Sales for the company was in the meeting with me and the buyer and offered me a job. He said I wish my salespeople would be as persistent as you because people dig that. We think we’re being annoying, you are not being annoying if you’re being professional. Now, let me put some brackets around this. In my case with Fuji, they had a contract coming up with my competitor so they had an open buying window. If I did not get in before that buying window closed, they would sign a contract with either one of my competitors or the incumbent competitor and that would lock me out for another five years. So in that case I had nothing to lose by getting in. So it’s so super important that you understand that there’s some buying window. In Richard’s case, the guy that called me 71 times, his software changed my company. So he knew that we needed him. We knew that it was something that we needed to buy and truly it changed our company. We’ve grown faster. It made our lives better.
So he knew that we were a prime prospect. We didn’t have a competing software program so he knew that he had to get in before we bought from somebody else. If you call someone you don’t know like if I’m… Let’s just say that I go to a tool like zoom info, which is a tool that I love for gathering information. So I get a list off the zoom info of the vertical and I start calling you know I start calling these people. I don’t know anything about them. I don’t know you know what their situation is. I don’t know their competitors, I don’t know they’re buying role. I don’t know those things and I call 71 times, then I’m a jerk. I mean I’m stalking them, I’m not helping myself. So it’s different when you have a qualified prospect and you have either an identified need or an identified buying window and they’re a high-value prospect that if you don’t get in there and sell them someone else is. I would never do that with someone that’s a pure cold lead. I would run a sequence against that lead. So I might run you know a five-four three-two-one sequence against that lead, that might run over six or eight weeks. Then once I ran that sequence I would take all the people that I connected with and qualified, I would move them to another place another list of my database for the future. I might have some of those folks that moved into my pipeline and I’ll have a list of them that I never got in touch with. So I would put them in another list. I would save them from another time and I would run that again maybe two quarters from now or six months from now. I mean I would pay attention to the any signals that I was getting off the web that maybe they were coming into my website. But what I would do is I would switch that up.
But if I talked to you and you said, listen Jeb, we are gonna be buying sales training for our organization and we’re looking at a couple of vendors. I’m gonna call you every day until you give me a shot. Because once you buy that sales training, if I don’t get in, you’re not gonna come back and buy. You’re gonna connect with the training company that’s who you’re gonna buy training from. So before everybody gets a little crazy over this, just understand that like everything in prospecting you have to know your audience, know where you’re going, know why you’re going there. Then when there’s an open buying window or there is an identified need and they’re qualified, then you got to do whatever it takes to get them to engage. Because if the buying window passes then you’re out, you’re cut out. So for example, there’s Zendesk question, if you know, because you talk to a stakeholder that they’re mad because it’s not connecting with something else in their organization, then you better by God do whatever it takes to get in, whatever it takes. Because if they don’t pick you, they’re gonna pick another software vendor that’s gonna fill in the hole.
N.P: Obviously. Perfect, makes perfect sense. So you know the last question is from Shu, what is the best practice you know to get a high CTR on video? So probably what he is asking about is you know is there a template that people should follow for you know video thumbnails? Alright, so I’ve seen people using gif thumbnails. I’ve seen people having a template you know for prospecting video emails. So do you have a best practice that you have followed and you’ve got great results?
J.B: It depends on where you’re putting things. So if I’m dropping a video into a, let’s say dropping a video image into an email, what I’m gonna do is I’m gonna go to a tool… I use a tool called Canva. But I’ll go in and I’ll create a gif right with that video so that it looks like it’s moving inside the video and I’ll put a play button on that. I find that works brilliantly. So they see a movement right and it draws you in anytime there’s movement. And then there’s a little you know video play button. I click on that, we go. So that’s one way of doing things.
That takes a little bit more time but it works. So I think that’s good. On emails there’s a good bit of data that says that if you put video in the subject line that it gets a lot of clicks. So that’s another way to [Entice] to improve the click-through rate on those particular videos. You know clearly whatever you name the video so you know if I made a video just for you so I find that when someone sends me a prospecting video and it says Jeb I made this video just for you then I’m much more likely to click on that. If it’s a generic you know hitting everybody video, that works as well.
In terms of thumbnails, you know if you’re posting the video on YouTube or on LinkedIn or on Twitter or on Instagram, and Instagram TV allows you to put a little bit larger videos on. If you’re doing those things, then thumbnail really matters because that’s gonna generate a click-through rate as does your title like what do you call the video. But that’s a little bit different than prospecting videos. Those are much more marketing, they’re informational, they’re building an audience videos versus I’m sending you a video directly which is almost always gonna come via email. Or if I’m on you know if I’m on whatsapp, I might send it through whatsapp. You know that can be a channel if I’m communicating with China that I might send it through WeChat. In the US, you know to some extent you can send it through messenger but I’m much more likely to use say you know LinkedIn, direct messaging or you know an InMail. In those cases it’s gonna be a link so it’s the words that you use before that link that’s gonna drive the person to open up the video.
N.P: Got it, interesting. Excellent points there Jeb, thanks a lot again. So what I’ll do is I’ll quickly introduce Hippo video and then we’ll close it out. So our attendees actually can keep asking questions, we’ll send an excel sheet and probably we’ll share that with you. So after this live interaction session also, you can actually answer those questions and we’ll you know publish that in our article. So I will quickly share my screen and it is just going to be another five minutes of you know this particular interaction. So I’ll talk to you a little bit more about Hippo video.
So Hippo video is actually personalized to video distribution platform. For what we talk… So what do you mean by personalized video distribution platform is you can actually take one video asset and you can personalize elements in that, you can add much fits in that. You have a list of like Jeb mentioned earlier so he was personalizing you know the direct me is. But here you can actually create personalized videos and send unique video experiences to your entire list. So you have seen videos being used in different processes when it comes to marketing, campaigns, training, sales and success. And these videos are actually being distributed over blogs, emails, landing pages, mobile apps, social media and collaboration systems. Here, we’ll just take you through how you can actually use personalized videos via Hippo video itself. So there’s a short video clip that we like to play so that you can understand how Hippo video actually can create personalized video experiences for your audience.
Alright, so sorry about that. There’s a slight internet connectivity issue, if I am right here. Let me see if I can reload that or you know we’ll be reaching out to you guys again with the recording of this particular webinar. So this particular video will be played there. So this is another short video where you can quickly create videos inside of Gmail itself. Let’s take a look at this one.
So this is how you can actually create you know videos right inside the Gmail and create personalized experiences using Hippo video. We have integrations with the top CRMs like sales. Sales outreach platforms like outreach and MailChimp and email services like Outlook and Gmail. So that was a small glimpse about Hippo video. If you have any questions, you can reach out to us via email or via social media itself.
So thanks a lot, Jeb, for coming on to this live interaction with our users, with our audience. It was really great to talk about videos and video prospecting. And really look forward to you know reading objections. We already have a copy of fanatical prospecting here in our office. Really look forward to objections and you know we wish you all the best. Thanks a lot for coming on this particular webinar, thanks a lot.
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