We recently had Katherine Caldwell join the Sales RX Podcast. In her episode, she covered top of funnel mastery for video outreach, and shared her five step framework. In this blog post, we'll discuss how sales professionals and sales leaders can use video messages in their cold outreach to prospects. By following this framework, you can reduce the number of "ums" and "pauses" in your videos and make them more effective.
Start with a brief introduction that is consistent across all your videos. This will help you avoid rambling and keep your message focused. For example, you could say something like, "Hey, I don't know how often you get videos like this, but I'm reaching out because..." Keep it short and sweet.
Make an observation about the prospect that you're reaching out to. For example, you might notice that they're hiring a lot or posting about enablement tools. This will help you personalize your message and show that you've done your research.
Identify a problem that you think the prospect might be facing. For example, in today's market, it can be hard to book new business meetings, especially with layoffs and smaller teams. By highlighting the problem, you're showing that you understand their pain points.
Now, it's time to introduce your product or service as a solution to the problem. For example, you might suggest video prospecting, which has a 10% booking rate according to your clients. Keep it brief and don't pitch your program too hard.
End with a soft and simple call to action. For example, you could ask, "Is this something you would want to explore?" This takes the pressure off and allows the prospect to respond on their own timeline. You could also ask a question like, "Is this something you're thinking about for 2023?" to gauge their interest.
Consistency is key when it comes to video prospecting. Make sure that you have a consistent introduction that you use in all your videos. This will help you establish a baseline and build muscle memory. It's also important to be strategic about when you send your videos. Focus on engaging prospects who are already interested in your product or service, rather than trying to send as many videos as possible.
Video prospecting can be a powerful tool for sales professionals and sales leaders, but it requires a strategic approach. By following a framework like the five-step approach we've discussed, you can make your videos more effective and increase your chances of success. Remember to keep your message focused and personalized, and don't pitch your program too hard.
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