What You Are Really Achieving With Video

At a headline level your video is addressing a specific topic. While selecting that topic correctly is important - and we get to that in Chapter 8 - the content is just the gateway to the most impactful part of what you are doing.

When I was with Accenture, selling large outsourcing deals, our job was to build a working model that would excite and engage a client. It was largely theoretical, as it was a new industry and there were few working examples we could point to as “proven models”. Our objective was to get the client to believe in what was possible, not buy into a long line of successful implementations.

When we had got the client to that point, and they were interested in digging deeper, we’d run an all day workshop and bring in specialists in each of the sub-functions that were included in the deal. 

The sales team was the vanguard, selling that high level vision. These specialists were the deep experts. Together, it was a killer combination.

During these workshops the real sales magic happened. The client saw the depth of knowledge, experience, vision and passion that our delivery teams had. This was really exciting to see.This part of the sales cycle was highly rewarding for both parties. 

From our side of things you could see an animated buyer, really meshing with the SME. We could see a client now believing that our sales pitch and “the dream” was actually possible.

From the client’s side, they were talking with world experts. These experts worked across multiple client operations every single day, seeing problems and building solutions at a scale that no internal function could imagine. So this became a masterclass for the client. They could soak up information that they could use, regardless of whether they moved forward with the outsourcing deal.

Crucially, the client was seeing the exact people who would be running the service, every single day, long after our sales team had disappeared.

They were going through the cycle of getting to know, like and trust the delivery team, and that set the sales cycle on a higher speed.

This is exactly what you are doing when you use video. You are showing your target audience the depth of expertise in your team and exactly who will be either doing the work or driving the development of the product or service that you are offering. 

You’ve crawled out from behind a faceless brand. You’ve revealed your true personality. And believe me, your biggest, scariest, highest budget competitors will always struggle to achieve this!

The result is that when people actually engage with you, meeting either online or face to face, they already know you. They’ve decided that they like you and trust you. So by the time of your very first interaction with them, you are a lot further down the sales cycle than if this was the first time they’d seen you.

To emphasise - this approach speeds up your sales cycle. And that has an impact on your initial revenues and, because of Tech’s mirrored sales funnel, and your revenue growth with that client.

And what if people don’t like you, for whatever personal, human reason? You’ll never know. They won’t waste your time, or theirs, engaging with you. 

Want to know more?

We can train you how to create content and get it in front of your target audience, Or we can do it for you. Reach out to me on [email protected].

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