Digital Selling: To Use Video Or Not To Use Video?

For those of you that don’t know, I’m a huge film buff, so much so that I dreamt of getting on the big screen and as a result, I trained as an actor… I then decided to pursue a career in sales, I guess I’ve just got an affinity with professions that involve a lot of rejection. Make of that what you will, but there are a whole host of skills that are transferable between the two, particularly as the role of a salesperson is transforming.

Sales has been and always will be a performance profession, and humans are wired for connection.

Traditionally face-to-face connection has always been the most compelling, but...

1. That’s not always possible,

2. Times may be changing, with findings suggesting that more than three-quarters of buyers and sellers prefer remote human engagement over face-to-face interactions. (McKinsey)

Since COVID, Remote selling went from novelty to the norm in just a few short years, meaning digital skills have become crucial for salespeople, yet 52% of CEOs believe the digital skills gap will challenge their profitability in the next 10 years (PWC).?

Even as some business bring their people back into an office environment, the majority of conversations still don’t begin face-to-face. So, the next best thing, then, is video.

I’d like you to take a minute and think about your favourite film or series, why do you love it so much?

The story is likely great and one that resonates with you on some level.

It’s perhaps beautifully shot,

Maybe it has an impactful music score,

But more than likely, you felt some sort of emotional connection to one of the characters.

This is why video is powerful, it allows you to connect with someone that you may not know and allows you to better understand and relate to them.

But why?

I think it’s all to do with eye contact; even though it’s through a screen. As many of my acting teachers would preach “Our eyes are a portal to our soul, They’re a window that allows one to look into a person's inner self.”

Like body language, our eyes say more than we ever could with words.

The eyes are often referred to as the most expressive feature in a person's face, conveying emotions, thoughts, and intentions. They reflect someone’s sincerity.

Modern buyers don’t have the time nor stomach to deal with people that they don’t trust, even more so now that economic headwinds are blowing a gale and investments are under further scrutiny.

While our buyers are spending more time online - 2h31m per day (Kepios) - they are being more purposeful with how they are using it making it even more difficult to get a share of their attention.?Video enables you to cut through, quickly grabbing their attention and conveying a message while adding a level of authenticity, helping to lay the foundations for building trust - buyers are 50% more responsive to messages (Vidyard).

It also makes us more memorable, “we remember: 10% of what we read 20% of what we hear 30% of what we see 50% of what we see and hear” - Edgar Dale

Video has been a crucial part of my strategy. Since incorporating video into my strategy, the number of impressions & engagements have more than tripled, I've already got more impressions and engagements in 2023, than I did in the whole of 2022!

Now I know what you're thinking, why does that matter?

Well primarily it increases my visibility, and additionally, each piece of engagement that I receive gives me an opportunity to start a conversation.

...and since have increased the number of new meetings I'm having by 6.7x!

So what are you waiting for?

My brother, Jensen Abbott , challenged the team and his network to create a short video sharing 3 things about us, why not join in on the challenge?

The results might surprise you!

Here are a few of the team’s videos in case you need some inspiration: