While each business function plays an important role in revenue growth, the task of client acquisition often falls on sales and marketing. Unfortunately, there’s a lot of noise out there and standing out from the crowd can be a challenge – but it’s not impossible. With a little creativity and the proper tools, sales and marketing folks can get prospects’ attention and build the trust required to turn prospects into clients.
Tip #1: Be a Problem Solver
In the article 62 Actionable Ideas for Getting More Clients from 13 Top Marketing and Sales Leaders, Inc.com contributor Bill Carmody shares advice from Amanda Holmes of Chet Holmes International (CHI). Holmes advises shifting your focus away from your company and it’s products, to your customers and their pain points. She suggests creating a presentation that educates prospects on possible solutions – only one of which is yours.
“Once this presentation is created, it becomes the ultimate vehicle for creating trust and rapport with your prospects before even pitching them on your product or service. Done well, such a presentation (CHI calls it a ‘core story’) establishes you as an expert and authority while simultaneously resetting buying criteria in your favor,” writes Carmody.
We suggest you take this a step further. Rather than create a static presentation, record a video, and include one or more people from your organization. The ability to put a face to your company – and the solutions you suggest – will help prospects connect with your company on a personal level and facilitate trust and rapport. Then follow up with prospects via video calls. Ask if they would mind chatting with you, and then send them a link they can access from any browser. Bonus points if your face is already familiar to them from the video presentation.
Tip #2: Keep the Content Coming
Don’t stop with one presentation. “Content is the new currency. If you aren’t already, you need to start creating great free content for your audience,” writes Carmody. The suggestion is to create one significant piece of content a week.
Consider this advice from a previous TheWorkSpaceToday.com article on making video content easier for content marketing:
“When informal content will suffice, video content can be captured with nothing more than a webcam or mobile device. When a more polished video is required video conferencing endpoints can be paired with a Video Content Management (VCM) solution to transform any workspace into a media studio, and any [subject matter expert] into a video content creator. These VCMs allow marketers to deliver live or on-demand videos directly to tens of thousands of viewers anywhere on the corporate network.”
Tip #3: Put Sales Candidates to the Test
Another surefire way to get more clients is to hire high-performing sales reps. Gene McNaughton, also of CHI, suggests inviting candidates to leave a voice mail “that’s two minutes or less and tell us why you’re a superstar. If we contact you, then that means you’ve made it to the next round.” When reviewing these messages, remember that a candidate’s ability to sell themselves reflects their ability to sell your product or service. This approach to qualifying candidates will allow you to easily eliminate half of your candidates without a significant investment on your part.
You can get even more bang for your buck by inviting applicants to submit a video instead of a voice mail. This is especially effective if the candidate will primarily be selling in person (outside versus inside sales rep). You can gauge the candidate’s ability to engage via eye contact, express interest and put you at ease. Also consider posting a video of the hiring manager with the job listing. This will help to ensure a better cultural fit, as candidates who like his/her style will apply and those that don’t, wont.
Requirements for a Video Collaboration Solution
These three tips for using video to increase your client base are just the beginning. With the proper tools, organizations are only limited by their creativity. It’s important, however, that you choose a quality, enterprise-grade solution. What does this mean? It means that the solution is reliable and secure, and that that the user interface and workflows are simple and intuitive. Only when video is a simple extension of the way employees always work can you achieve the widespread adoption that drives new revenue streams.