3 Sales Prospecting Tactics That Don't Work
3. Sharing Videos
Videos are a lazy and common tactic. Asking for a client to watch a 1 to 3 minute video is simply not going to work enough. Because business emails are transactional, not conversational.
Nobody's got time these days. From your clients' experience (receiving videos each week) your 2 minute video is:
- Probably like most: pushing information about a solution
- Associated with a pre-mature request for a meeting (you're too early)
- Not interesting enough (yet)
- All about you, not them
From the prospects' perspective, the purpose of email is transactional. Purely. Not conversational. Think about how you use email. You do whatever needs to be done ... and get back to your day. When you get a cold message you:
- Delete it
- Put off replying (90 percent of the time as good as deleting)
- Reply immediately
Cold emails you reply to are transactional. You dealt with it quickly and efficiently. It was easy and didn't require much time.
Video, however, requires time. It also requires enough interest. Most of the time your client doesn't have it, yet. Why would you think they would?
This is what separates sales from marketing. Any fool can push premature videos to try and force conversations.
Instead, start provoking prospects. Help them want to ask for the information contained in the video. Then the video can help you nurture the conversation.
The moment you tell a client, "here, look at this" using a video, web link or PDF attachment you're helping the prospect fail to reply. You're encouraging them to get lost within the content you just gave them.
You're pushing. Human beings don't want what's pushed. They want what they want. Thus, your job is to help them want to ask you for more details ... on the thought you just provoked.
What do you think? What has your experience been?
I recently met at CEO who said, "Jeff, if we could write about ourselves as well as we talk about ourselves, our sales team could conquer the world."
Jeff Molander is the authority on making social media sell. He co-founded the Google Affiliate Network in 1999, and has been selling for 18 years. Jeff is adjunct digital marketing faculty at Loyola University’s business school, a social sales trainer and author of the first social selling book, Off the Hook Marketing: How to Make Social Media Sell for You. Most social selling trainers teach the value of engaging customers and providing relevant content. Then they demonstrate the technology. But no one tells you exactly how to produce leads and sales—using a proven, systematic approach to content. Until now.