Systemizing Great Outreach Videos

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Systemizing Great Outreach Videos

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The units I studied on the battlefield were always interested in the technology that would help them get better results, but they didn’t abandon everything they’d learned during land-navigation training just because they now had GPS units and handheld drones.

The same applies when using technology in our sales outreach – we can’t forget the basics.

Salespeople are making the same mistakes with video that they’re making with phone calls and emails – making it all about them, not offering valuable insights that help with their prospect’s businesses, and of course not following up.

That’s why we wanted to sit down with Fred Copestake, a sales trainer who understands how to leverage video during sales outreach. He explained how to systemize using video as part of our initial outreach to drive more next steps and add value to our prospects to increase trust and accelerate sales.

Since we’re trimming hope from our sales strategy, we’ll use the acronym TRIM to guide us through creating a system with a trigger, ensuring it’s repeatable, building in ways to improve it, and of course, ensuring it’s measurable and getting us results.

T – Trigger: Fred recommends the trigger for this system happens throughout the sales cycle as video can accelerate any part of the pipeline. However, it’s usually going to start at the beginning of the sales cycle with initial outreach. That means understanding your ideal customer profile and what events occur in their world (expansion, hiring, downsizing, acquisitions, etc.) that would create a reason to want to engage with you.

R – Repeatable: The first step in making this a repeatable process is to, “Get over yourself,” according to Fred. After years of virtual meetings we should be comfortable with being on camera but salespeople often freeze up. So get comfortable!

Next, ensure you have good audio as if your recipient can’t hear you it doesn’t matter how smooth your video is.

Now we’re into what you say on the video. Fred says this can be broken down into three parts for any short video you send:

1. Personalize: Use the prospect’s name and reference the industry knowledge you have and the challenges you know they’re dealing with.

2. Add Value: This is what makes the video worth the prospect’s time. Inform them about something that will help them reach their goals more, better, or faster, or help them avoid common challenges they’re likely facing.

3. Call to action: What do you want them to do next? Schedule a meeting? A call? Fill out a questionnaire?

Videos in this format shouldn’t be longer than 90 seconds – and that’s pushing it. Forty-five to sixty seconds is ideal for video length.

The final step in this repeatable process is to ensure you’re not leaving the next step in the prospect’s court. That means scheduling follow-up communication that includes a link or something that dives deeper into the content you shared in your video.

I – Improvable: Fred says the first way to improve is to ask the folks who watch your video and take the next step an important question: “What was it about the video that got your attention and made you want to take the next step?” Ensure you emphasize that point sooner and more in future conversations with prospects like them.

M – Measurable: To measure the effectiveness of this system, look at whether prospects are watching your videos. That will determine whether the platform you’re sending them on is working. Next, look at what your conversion to the call to action is producing. That will determine whether the content in your videos is piquing your prospect’s interest.

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