Ethan Beute from BombBomb equates good marketing to selling by teaching, and he explains how you can generate a lift in cold email responses with video.
Cold email response
BombBomb recently conducted a study with a large international tech company that revealed the power that video has in improving cold email responses. The company offers a freemium service but they weren’t sure how to convert the freemium users into revenue opportunities.
The company has teams in countries around the world and they were reaching out to create conversation and generate appointments. They contacted customers who had been using the free service for a while and asked for the opportunity to share some other ways they might be able to help.
BombBomb conducted a pilot program with them that included an AB test of video emails vs. plain text emails. They increased replies from these people by 56 percent. Imagine, then, if you can turn a percentage of those responses into scheduled appointments and then a percentage of those appointments into paid opportunities, that’s a tremendous impact.
BombBomb also found that the video emails created better appointments because the prospects felt as though they knew the seller better, which is a powerful dynamic.
The effort was voluntary, so there was no requirement to send a specific number of videos each day. The company sent about 1,000 videos in a three-and-a-half week period, and the people who sent the most videos were already the highest performers.
Rollouts like this one represent a cultural shift to your sales team. This isn’t simply a new tool to add to the stack. This video effort allows sellers to communicate more clearly with their prospects and to increase conversion because the interaction takes on a more human characteristic.
If you’re considering deploying video into your team, consider the following:
- Find people on your team who are already excited by the idea. Roll the video concept out to them and accumulate some early wins.
- Share what they learned and what you learned with the rest of the team as you roll the concept into the larger group.
Ethan theorizes that the connection between the high performers and the willingness to use video traces back to their constant desire to become better. They likely listen to podcasts or read books. They invest in themselves and are open to new ideas and new practices.
Voicemail with personality
The pilot project involved initial touch emails, so it amounted to basically a voicemail with a face and a voice and a personality. It wasn’t simply an email signature. The sender was no longer faceless but instead became a real human being with real value to offer.
If you find yourself thinking you have far too many leads to manage this kind of outreach, first acknowledge what a great problem that is to have. Recognize that you don’t have to send personal videos. You can send out a triggered video that delivers the third time a user interacts with your product.
By using a trigger-point, you can capitalize on moments in your relationship with a prospect. Even if you don’t greet them by name, you’re acknowledging their presence and valuing their time.
There are many elements that make video a winning play for sellers. To start, most sellers are far better in person than in other arenas. Most sales process drive toward a face-to-face meeting whether it’s in person or online.
Human contact is extremely valuable, so you should get face-to-face as early in the process as possible. That allows people to feel as though they know you before they ever meet you. You can save time by skipping the awkward slow-start questions about the weather.
You’ll help put your prospects more at ease.
This style of video works because it’s casual, it’s not scripted or polished, and it’s honest. It isn’t over-produced, but rather it involves just a webcam or a smartphone. You would send it in place of the email you typically send.
Although you can send nicer, more produced videos, that isn’t what we’re discussing. Those videos often feel as though someone is trying to sell you something, because they generally are. It’s a different style of communication.
Ethan hears all the time that the videos that earn the best responses are the simple ones. But as humans, we have a natural fear of rejection. We wonder if the video is good enough. We might even re-record it multiple times, which can lead to us spending 30 minutes to recording a 30-second video.
It’s a waste of time in this scenario because the video doesn’t have to do all the work. It simply has to introduce you and express your sincerity and enthusiasm.
If you find yourself thinking you don’t know what to say, that’s not true. What would you say if you were typing out an email? What would you have said in a voicemail? It can be as simple as creating a habit and developing a process.
Improve your process
Instead of writing three paragraphs to respond to prospects, you can use videos to walk them through mockups or demonstrations. One of our clients uses videos to demonstrate 3D printing without having to send a lot of stuff in the mail. You can save yourself a tremendous amount of time by responding via video and you’ll also come across as more human.
It’s also true that many people are better talking than they are writing. This offers an opportunity to say what’s on your mind without having to compose something.
Video is more fun for a lot of people because it’s more like a conversation. It offers better, warmer replies.
This is about human connection at its most fundamental level. It’s about connecting with people eye-to-eye, face-to-face in digital channels that we rely on every day.
Relationships through video
If you found anything here provocative, this is all rolled out in Ethan’s book, Rehumanize Your Business. We’ll help you with all the nuts and bolts of video communication.
You’re going to hit the send or post button multiple times today. Ask yourself on the next 3-5 sends whether it would be better to send something in person. Much of this is emotional and you can thank a customer or calm a customer down who is concerned or anxious.
Could you say it more clearly if you said it face-to-face?
“Lift In Cold Email Responses With Video” episode resources
Connect with me at firstname.lastname@example.org.
This episode is brought to you by the TSE Certified Sales Training Program. I developed this training course because I struggled early on as a seller. Once I had the chance to go through my own training, I noticed a hockey-stick improvement in my performance.
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Tools for sellers
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