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Close deals using videos with Doug

TSE 1268: How To Close More Deals Using Videos Throughout The Sales Process

Close deals using videos with DougClosing deals using videos is now becoming a very effective tool in the sales process. As a salesperson and entrepreneur, we’ll talk about how you can incorporate videos into your sales goals. 

Doug Davidoff works with companies in the B2B space around customer acquisition and success programs. They examine a company’s sales structure to figure out how to build it in a way that’s scalable, repeatable, high probability yield, high-margin, and high-growth.  Because of this, a sales team can get more done in less time. 

The beginning 

Doug started working for the company when he was just 16 years old, around the same time when he got his driver’s license. Back then, they were focused on traditional sales advisory sales training. For the last seven years, they’ve been looking into the holistic process of customer acquisition. Every three years, they reinvent themselves in an effort to make it easier for companies to work with ease and efficiency. 

It was difficult when they first started using videos. They were among the first companies who were utilizing this new tech and there were only a handful of examples they could use as a reference. Doug came up with the idea of making videos the same way as he made webinars, breaking them down into 3 sections. Next to blogging, it was by far his greatest accidental discovery.

If you decide to work with videos, know that it may not yield immediate results.  Closing deals using videos isn’t easy. Doug didn’t start with video thinking it would enhance the process. There is a lot of divergences when it comes to what people know about using video, what they are looking for, and what they want to accomplish.  Because of this, initial conversations were hard because it was hard to tell a client the specific impact on their sales. Nowadays, with more history, easier to see that video is very effective. 

Creating the videos 

Doug began creating a 20-minute long video for a presentation and later went to an hour, sometimes longer, as needed. Doug’s colleagues advised that prospects wouldn’t watch videos that were this long but Doug wasn’t to be deterred. As Doug gained a greater skill set and his videos improved, the more the videos were shared among key people within the companies he was targeting. This sharing process enabled Doug’s team to know who the key figures, influencers, and decision-makers were within these companies. They began seeing that people were watching their videos even before they got to their kick-off.  These prospects were watching and using their videos to socialize and share various ideas. This was how they decided to use their videos in segments that could be dropped in each part of the sales process, from market development to customer acquisition. 

The video sales process

How a customer is moved through the video process largely depends on how the customer finds Doug.  The first video is typically post-discovery where they let their prospects watch any number of videos that are connected to solution pages. 

They’ve also tried running a couple of campaigns where they connect to prospects who are difficult to reach by giving them shorter versions of their videos. They ask these recipients to share their top three biggest challenges and Doug’s team then sends a 2-4 minute video that addresses these challenges. This strategy is used during the pre-discovery and discovery process, needs assessment diagnosis, and so on. 

Using videos in sales

Doug has been told that videos won’t work in sales but he’s proven this isn’t true. If you are a salesperson presenting a topic consistently, you can save time by putting that presentation into a video.  If you prefer initial contact to be live, you can still utilize video in the follow-up. Doing a concept video is also encouraged.     

With great editing, the best thing about the video is that you get to be yourself, without mistakes. You can also send the video before the sales call and then ask them what part of the video had the most impact on them. This will give you an idea of what you can do for the next steps and you’ll be able to gauge if the video was watched at all. If they did watch the video, the conversation will show you how to prepare for any follow-up conversations. 

When you offer a video, your prospects are able to watch you at their convenience. It gives them time to think and prepare for your call as well. 

Prospect conversions using videos 

Doug doesn’t claim the videos are the only thing that leads to closing a sale but it is a great indicator.  Video helps to detect how serious someone is about starting a buying journey. Even when people don’t watch the video, you can do more by investigating further: Maybe they don’t believe the video is working. Maybe their problem isn’t a huge concern. Maybe it’s not a good time/ Maybe they’re in the middle of a crisis that needs to be addressed first. 

Videos give you information about the buyer. It allows you to gain greater insight and use your time more effectively. When you free up time, you’re able to close more deals. Doug found out that people loved the video strategy. It is difficult to get people on the phone but Doug’s team saw how these videos could get beyond CFOs. As people got to be a part of how they got the information, meeting opportunities grew. 

What should be in the videos 

There are three videos that everyone must-have. The first video is the Problem Video Challenge. When you help a client understand what the problem is, it helps to separate you from your competition. How they define the problem determines how they’re going to behave. 

This first video is all about communicating the real problem, why it’s a problem, and why it’s so hard to solve.

The second video is the Story Video. It’s both yours and the clients’ story, with the client being the origin of that story. In the second video, you address how you’re going to solve the problem. You can have multiple problems and story videos depending on who you’re talking to and what the context of the situation is. 

The third video is the Three-Minute Brief. It’s a video where you need to have multiple versions. This video is where you’re going to lay-out everything including the action points you want to talk about and how they can impact your client’s goals. 

Video is definitely a medium you can use to become a more flexible salesperson. The more you do the better you will get. 

“How To Close More Deals Using Videos Throughout The Sales Process” episode resources

Get in touch with Doug. Visit his site and his blog. You can also drop him a message on LinkedIn and Twitter. 

If you are interested in more sales stories, you can talk to Donald about it. Reach him via these channels: LinkedIn, Instagram, Twitter, and Facebook about any sales concerns. 

This episode is brought to you in part by TSE Certified Sales Training Program. It’s a course designed to help new and struggling sellers to master the fundamentals of sales and close more deals. Sign up now and get the first two modules for free! You can also call us at (561) 570-5077. 

We have a new semester beginning this March and we would love to have you and your team join us. Follow this link to apply to the program. 

We’d love for you to join us for our next episodes so tune in on Apple Podcast, Google Podcast, Stitcher, and Spotify. You can also leave comments, suggestions, and ratings to every episode you listen to. 

You can also read more about sales or listen to audiobooks on Audible and explore this huge online library. Register now to get a free book and a 30-day free trial. 

Audio provided by Free SFX and Bensound. Other songs used in the episodes are as follows: The Organ Grinder written by Bradley Jay Hill, performed by Bright Seed, and Produced by Brightseed and Hill.

Jason Kren, Why are your contracts not working?

TSE 1228: Why Your Contracts Are Not Working and How To Fix Them! 

Jason Kren, Why are your contracts not working?Ever asked yourself why your contracts are not working and how to fix them? Jason Kren is just the man with the answer to that frequently asked questions. 

Salespeople want nothing else but to see their contracts and deals turn out for the best. Unfortunately, there are times when contracts fall off and clients don’t agree to something. How do go about fixing such contracts? 

Jason Kren works for PactSafe. It’s a company that’s built from the ground up. They manage clickwrap contract acceptance at scale. This means having the ability to manage millions of clickwrap contracts at a super high velocity. 

Disney+ launched its video streaming service recently and attracted 10 million subscriptions in the first 24 hours of launch. At the end of the sign-up process is a contract that states the terms and conditions of the service that users are getting. These contracts are often the highest valued contracts that a company’s legal department manages on an annual basis. 

Jason’s company takes that contract and utilizing the PactSafe platform. It’s a quick wrap embedded contract and once it’s accepted, the platform will track the version that’s accepted. Using the platform, we know the time when the contract was accepted and who accepted it. PactSafe can also reproduce what the contract looks like on an individual screen, they know whether the contract is downloaded on a mobile device, on a computer, or via a tablet. 

In terms of sales contracts, this platform makes things run smoothly. With just a click, users already signed a legally binding agreement.

In the sales application, we can take contracts and use the platform to speed up the contracting process for sales. 

Making contracts easier to understand

Let’s look at why your contracts are not working and how to fix them. A salesperson should know what your legal department puts in the contract. To make this easy for the sales reps, the sales leader has to make sure that the legal department thinks about the contract design. The legal department has to discern the language used in the contract including the words and phrases. Most importantly, they need to think about the contract design around multiple components and focusing on an end result of acceptance and execution by the customer.  

The goal is to remove the friction from every step. Sales leaders can talk to their legal department to come up with a language that will make their contracts easier to accept and lessens the point of negotiation. Try to get your legal department to standardize as many contracts as possible. These contracts are often in order forms for upsells and cross-sell within the organization. 

Adopt a standardized language 

It is imperative to standardize your contracts and agree that we’re not going to negotiate there. Contracts such as these are better for the customers and for the salesperson. As part of the sales team, it is your job to start thinking about changing the language of how you talk about the contract. Most salespeople today are still using the archaic language of talking about contracts, “Hey, I am going to send you the contract and once you’re done reviewing it and signing it, then we can start.” This isn’t how you should be talking about contracts today. You can’t seed the control to the potential client and give them the reigns of the negotiation process. 

What you want to say is, “Hey, if we get a clickwrap acceptance platform in place and you can standardize those contracts and the language you use, I am going to send you a link for you to accept this contract and we’ll get started.” 

You don’t talk about the contract with them, you’re sending them terms that they can accept. That little shift in your language can increase velocity and reduce the friction of the contract process. 

Moving away from PDFs

Another key change that salespeople can do to make contracts work is to move away from the massive pile of PDFs. You want to standardize and minimize your contracts and get them into a clickwrap to make it a one-button accept. By doing that, you increase your customer experience and your deals. This process takes so much time that you end up losing money in the end. 

When running a particularly high-velocity business, you should know all of the four components that make up your sales velocity equation. If you can tweak one of the four components then the result will even be greater and you’ll see a 22% increase year over year in your business. 

Let’s take for example of changing how fast your deals close. 

Using the archaic method of sending over the contract via a signature platform. If your prospect is traveling and they’re on the road with just their phone, they won’t be able to execute the contract because they still have to go through a PDF process to hit certain points. This delays the closing by 48 hours or even more. 

Reducing the friction 

Even when you speed up your contract process by 24 hours, that will likely increase your overall sales velocity as well. Embedding a contract and sending them out via ClickWap eliminated the unnecessary process of opening a PDF format and have it digitally signed. It’s more efficient for the salesperson and for the client. Shaving a day or two in the sales cycle will greatly improve your overall revenue. 

You can’t let totally let go of the signature contracts because that method is also effective in some aspects of the business such as large enterprise deals. However, when you go down to the smaller deal size at large, you’ll see that standardized contracts and the standard language can reduce friction in the sales process. 

On the sales spotlight – DoorDash 

DoorDash is one of the clients of Jason’s company. The Door Dash has three primary groups, they enter into contractual relationships with dashers, these are the people who deliver food. The end users are the people who download the app, and then there are the merchants, these are the ones that provide the food. It has a massive sales division that calls on the managers of the restaurants and they want to enroll them as dash merchants. They can go ahead with the signup and have their food delivered by DoorDash which then expands all the offerings to the end consumer. 

Thinking about it on the restaurant manager’s viewpoint, they don’t have the most carefree job. They’re often on their feet and checking that everything in the restaurant is in orders. They definitely do not have the time to check their computers and respond to email, and process PDFs to get the contract signed. Jason’s company worked with them and now their sales team is sending out contracts through a clickwrap which is so simple and efficient. It eliminates the whole e-signature workflow. 

The massive enterprise software company, BMC, didn’t have centralized control of the contract acceptance process across dozens of their product lines. They needed to take a third-party to control and enhance their contracting process. This was where Jason’s company came in. PactSafe implemented more than 10,000 different forms for their 14 products. This gave their legal department the ability to regain control over any changes to agreements that didn’t require code changes and it game them the visualization and analytics that they needed.

When you think about that for your business, you’re not only transforming your legal team but you’re also transforming your sales team which creates a frictionless digital transformation across the organization. 

Creating the pilot program

Doing some changes in how an organization works requires effort. Jason suggests that before making any changes, it’s best to first create a pilot program. It is important to test with a subset of your sales team so that you can refine the process and make sure it works right once you implement it in the whole organization.

In sales, you only have one shot to roll something out to an audience so might as well make it work. Create a pilot test to see the benefits it will have for your broader sales team. Once you have the process perfected, then it’s time to apply it as a whole. 

There is no reason why we have to do things the old way when you can make a change to do move things faster in your organization. 

“Why Your Contracts Are Not Working and How To Fix Them!” episode resources

Catch Jason Kren via his LinkedIn. He is also on Twitter with the username @jasonkren. Visit their website PactSafe as well 

You can also catch up with Donald via LinkedIn, Instagram, Twitter, and Facebook for any sales concerns. 

This episode is brought to you in part by TSE Certified Sales Training Program. It’s a course designed to help new and struggling sellers to master the fundamentals of sales and close more deals. Sign up now and get the first two modules for free! You can also call us at (561) 570-5077. 

We have a new semester beginning in January and we would love to have you and your team join us. Follow this link to apply to the program. 

We’d love for you to join us for our next episodes so tune in on Apple Podcast, Google Podcast, Stitcher, and Spotify. You can also leave comments, suggestions, and ratings to every episode you listen to. 

You can also read more about sales or listen to audiobooks on Audible and explore this huge online library. Register now to get a free book and a 30-day free trial. 

Audio provided by Free SFX and Bensound.

Donald Kelly, Best Sales Podcast, Essentialism: The Disciplined Pursuit of Less

TSE 352: Why Most Sellers Are NOT Being Successful!

Donald Kelly, Best Sales Podcast, Essentialism: The Disciplined Pursuit of Less Do you feel like you have too much going on? You have so many tasks to take care of. You need to prospect. You still have to make proposals. You have to close those deals. And the list goes on… Whew! Overwhelming, isn’t it? So you will most likely end up being the “jack of all trades, master of none.” But of course, you wouldn’t want that to happen to you.

Today , I’m going to share with you some tips and advice to help you become more successful by focusing on the essentials.

We are specifically talking about a great book called Essentialism: The Disciplined Pursuit of Less by Greg McKeown where I will be touching on some points and how you can apply these as sellers as well as my experiences and how applying these concepts have helped me with my business and personal life.

Some Key Points from the Book, Essentialism:

Focus on THE most important things to help you become better in sales.

For sales managers:

Look at your team members’ workload and take a deep grasp of what they’re actually doing. If you’re able to take some of these things off their plate, could they improve on their selling? Are you setting up your salespeople in failure by sending them tons of non-selling related activities that take them away from selling? Are you giving them tons of projects? Are you having too many meetings that pull them out of the field?

  • Develop a prospecting team. Separate your sellers from your prospecting or marketing team.
  • Create insight sellers where their job is to prospect and work these leads to prepare them for the sales professional who can take them towards the end of the process.

Take this: Salespeople spend 40% of their time actually selling while the rest is spent doing non-essential activities.


  • Leverage the power of outsourcing. Determine what activities are pulling you away from selling. Then find people who can do that. Hire team members to take care of those activities so you can concentrate on selling.


Lastly, make sure the prospects are being taken care of.

Episode Resources:

Essentialism: The Disciplined Pursuit of Less by Greg McKeown

Coaching Salespeople into Sales Champions by Keith Rosen

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The Sales Evangelist, Donald Kelly, Donald C. Kelly

Jason Swenk; Donald Kelly The Sales Evangelist Podcast, Sales Proposals, Sales Hacks

TSE 213: Close 80% More Of Your B2B Proposals With Jason Swenk

I’m a huge, HUGE fan of following a process or system. And even making a sales proposal has its own process too! I will let our guest in today’s episode, Jason Swenk, explain that to you more. When it comes to making proposals, Jason is the man!

Jason Swenk helps digital agency owners scale and get to the next level. He helps people get to wherever they’re trying to go… QUICKER!

Jason can help you learn how to convert 80% of your B2B proposals while spending less time with it (in fact, less than 15 minutes on each proposal). You simply have to walk through the process.

Here are the highlights of my conversation with Jason:

How to successfully convert your proposal in B2B sales:

  1. Treat a proposal like a phone number.

Get it in the right order and do it in the right way.

  1. Do NOT send a proposal. (Like what?!?)

Yep! You get them to sign the proposal when you REVIEW it with them. Qualify them first.

  1. Your proposal is not what sells them.

Your proposal protects you later on. Make sure they understand everything. That’s what the proposal is for.

Steps in Qualifying:

  1. Need

Does their need match up to what you can deliver to them? Can you deliver it?

  1. Budget

Be the reverse auctioneer and a budget buster. Ask for their budget (start with higher to lower range).

  1. Authority

Make sure you talk to the decision maker. Ask.

  1. Timing

Make sure the timing is right.

Getting to the Proposal: The 3 I’s

  1. Issue

What’s their biggest issue? This allows you to understand what to focus on.

  1. Impact

What’s the impact on their business?

  1. Importance

How important is it to them? This is where your follow-up strategy comes in.

Strategies for Closing:

  • Do not give them too many options.
  • When you understand their problem, they look at you as an adviser so you need to tell them what to do.
  • Sell your clients what they need and not what you want them to buy.

How to Quickly Build a Proposal:

  • Create a proposal template.
  • Take out the stuff you don’t need.
  • Add some new stuff when needed.
  • Get access to the proposal template Jason uses by visiting

Strategies for Making Your Executive Summary in the Proposal:

  1. Summarize what THEY want.
  2. Pre-frame the client by starting it off with stating two obvious facts the client knows to be true.
  3. Reinstate what they want most.
  4. Describe the benefits they get.
  5. Explain how it’s going to work and that you have researched and have experience of what they’re looking for.

Jason’s Major Takeaway:

“Don’t send the proposal.”

Episode Resources:

Check out Jason’s website

Get Jason’s proposal template

Dive deeper into Jason’s proposal process and go to


Donald Kelly, Sales Evangelist, The Best Sales Podcast, Sales Hustler

TSE 211: Why Am I NOT Seeing Results?

Donald Kelly, Sales Evangelist, The Best Sales Podcast, Sales HustlerDo you feel like you’ve been trying and trying and trying… but you’re just not getting the results?

This is pretty much something most of us have come across at some point in our sales career. In fact, about 80-90% of salespeople give up on the fourth “no.” But you definitely won’t achieve success by giving up.

So what do you do?

  1. Give yourself some time.

Give some time to understand your prospects, their needs, the industry, the company, and how that benefits your clients and articulate that message. This takes some time in the same way that you don’t expect your muscles to grow overnight after a one-time whole body workout.

  1. Keep doing the fundamentals.

Golf would be a good analogy here. Turning your club a tad bit in or out does make a  big difference in the ball’s trajectory. You don’t just head out and whack the ball without any fundamentals in place. Without the proper stance, it’s useless!

Now how does this relate to sales?

For one, there needs to be better planning. Are you taking your focus off doing too many things that aren’t really beneficial to your success? For instance, do you work too much on a presentation when you need to focus on finding prospects? Doing so many things simultaneously doesn’t necessarily mean you’re working effectively or you’ll achieve success.

Other aspects of the fundamentals include:

  • Understanding your ideal customer
  • Success-driven activities
  • Using a script
  1. Be persistent and consistent.

Build relationships. Offer value. Show your client how your product/service is going to help the organization. Sometimes the prospect may say “no” but it doesn’t necessarily mean that it’s “no” forever. It may only mean “no” for right now. Now what do you do to stay on top of mind and keep going? Put out valuable content and be consistent.

Case in point: Starting this podcast was magnificent – Hallelujah! I was utterly blessed to begin this journey on a pretty fast track. It was an all-time high being featured on the New & Noteworthy on iTunes, which only lasted for 8 weeks. Following that, the downloads went downhill. I even doubted if someone was even listening to the podcast.

But I kept going and was putting valuable content out there until eventually the podcast experienced an uptake and it got mentioned in Entrepreneur Magazine and another magazine… and another. Then opportunities were rolling down the road with more clients, more coaching, and doing speaking engagements. All of that through persistence and consistency.

Now it’s your turn to apply these to your own life and get those results!


The Sales Evangelist, Donald Kelly, Donald C. Kelly