Mastering Video Sales: Connecting with Clients in the Digital Age
In the digital age, video has become an essential tool for salespeople. It allows them to connect with potential clients in ways that were not possible before. However, many salespeople are struggling to adapt to this new medium, and the result is often a disconnected and unengaging experience for the buyer. In this article, we will discuss how sales professionals can leverage video as a sales platform, while maintaining eye contact and optimizing the video experience.
Julie Hansen, an expert in sales and public speaking, has recently published a book on how to use video as a sales tool. According to Julie, the key to mastering video is to make it as close to an in-person experience as possible. However, this requires a different approach from the one used in face-to-face meetings. Salespeople need to understand that video is a new medium, and they must adjust their communication style accordingly.
Julie draws an analogy between sales and acting, where a professional actor needs to adjust their performance when transitioning from live theater to film or TV. Similarly, salespeople need to adjust their style when transitioning from in-person to video meetings. They need to understand that the camera reads things differently, and many of the things that were easy to communicate in person may be lost or miscommunicated on camera.
Carson Heady, a sales professional, agrees that transitioning to video is not comfortable for everyone. People are used to a certain way of doing things, and when that changes, it requires them to pivot everything about what they are doing. However, Carson argues that salespeople must adapt to the new reality, as video is not going away anytime soon. They need to lead with the camera and show that they are ready for the meeting, willing, able, and want to forge that connection as strongly as possible.
One of the challenges that salespeople face when using video is that buyers often turn off their cameras, leading to a lack of engagement. This is where maintaining eye contact becomes essential. Salespeople need to adjust their camera settings and position themselves in a way that allows them to maintain eye contact with the buyer. They should also be mindful of their body language and facial expressions, as they communicate everything that they were able to do in person.
Another challenge is the “resting business face,” which is a flat demeanor that many people show up with on video calls. This is due to the fact that people are more in a receiving mode when sitting in front of a screen. However, salespeople need to be aware of this and adjust their communication style accordingly. They need to show enthusiasm, energy, and engagement, as this will help them connect with the buyer and make the experience more engaging.
In conclusion, video is a powerful tool that salespeople can use to connect with potential clients. However, it requires a different approach from the one used in face-to-face meetings. Salespeople need to understand that video is a new medium, and they must adjust their communication style accordingly. They need to maintain eye contact, show enthusiasm, energy, and engagement, and be mindful of their body language and facial expressions. By doing so, they can create a more engaging and connected experience for the buyer, which can lead to more successful sales.
