想象一下你是否可以5X your email open rate and 8X your click-through rate. That’s a huge jump in the number of prospects reading and taking action on your emails -- the type of jump that makes other reps on your team ask how you’ve been crushing it recently.

但是答案不是一种高度复杂的新技术或销售方法。

It’s video. Salespeople are using quick, easy, inexpensive (sometimes even free) tools to send videos to their prospects, and the results speak for themselves.

免费资源:10个销售呼叫模板

销售视频

You’ve seen selling trends come and go -- and before you hop on the sales video bandwagon, you want definitive proof it works.

Here are three case studies from HubSpot salespeople.

案例研究#1:$ 3,150 MRR和4个小时内31个OPPS

Yaniv Siegel,HubSpot的副客户经理,使用视频电子邮件预订31次会议。他完成了两笔交易,每月经常收入产生3,143美元。

Siegel sent two kinds of video emails -- an initial outreach message and a “reignite stalled deals” one. He sent 197 in total. Each video was around 70 seconds long, the equivalent of just 3.8 hours of prospecting.

更令人印象深刻的是:他的电子邮件的点击率为93%,答复率为28%。

“In an increasingly automated sales world, I believe that the one true way to stay relevant is to be human and create a real and personalized connection with our prospects,” Siegel explains.

样本响应:

Tomtom telematics Viewedit response.png

案例研究#2:每月50多个opps,每天一小时的勘探

尼克·萨尔茨曼,,,,an account executive who works with HubSpot agency partners, knew he needed “something to differentiate himself” to prospects who’d already been “hammered with outreach.”

因此,他尝试了视频勘探。萨尔茨曼(Saltzman)在八月份发送了191个电子邮件视频,这带来了50个机会 - 27%的OPP创建率。

“It takes me roughly 3-4 minutes per prospect, depending on how deeply I want to personalize the video,” he says. “Otherwise, the due diligence you put into making the video is the same you’d be putting into a connect call or traditional email.”

案例研究#3:4倍预定的会议

Over the course of 45 days, five corporate business development reps (BDRs)二手销售视频讨论他们的潜在客户营销策略机会。目标:预订更多会议。

Not only was the CTR for video emails far higher than traditional templated emails, meetings booked increased by 4X.

Rep的生产力并没有丝毫受苦。实际上,使用视频最多的两个BDR也是最有生产力的。

为什么在销售中使用视频?

Why does video work so well? There are four reasons.

  1. 视频更有趣。Let’s be honest, going through your inbox can suck. Watching a video -- versus reading yet another block of text -- is more fun for your prospect.
  2. Video is more visual.好吧,du。但是,在您可以使用屏幕时,让某人了解您的产品的外观和工作方式也很容易。
  3. 视频更人性化。一旦您的潜在客户看到自己的脸,您就会成为他们可以与之联系和信任的人。
  4. 视频更令人难忘。买家充斥着传统的销售电子邮件。您认为他们多久从代表那里收到个性化的视频消息?不经常……如果从来没有。与其他试图与他们建立联系的其他销售人员脱颖而出。

如何在销售中使用视频

创建视频时,请遵循以下准则。

  1. 简短。No one wants to sit through a five-minute video, just like no one wants to read a page-long email. Stick to 30 seconds or less for “quick tip” videos and three minutes or less for product-related ones.
  2. Pick the right setting.在办公室拍摄视频是可以的,但是请确保您有足够的照明和可观的背景。昨晚在您身后的勘探闪电战中,大量的披萨盒可能会分散您的前景。
  3. Use props.一些最有趣,最令人难忘的视频使用道具。在白板上写下潜在客户的名字,以显示您的潜在客户是一个自定义视频(并确保您将白板握在缩略图中,以便他们很感兴趣地点击)。

Video prospecting

视频可以在销售对话的每个阶段发挥作用 - 从最初的宣传到售后随访。(看以下

However, as you can see from the three case studies above, sales videos are especially effective in the prospecting process. Your prospect likely has no idea who you are. Plus, you’re fighting for a tiny sliver of their time and energy. Anything that makes them stop and sit up is going to boost your results.

作为this Vidyard postexplains,,,,video prospecting emails are similar to normal prospecting emails. You want to A) get your prospect’s attention, and then B) build value. When you pull of those two things, their curiosity about what you have to say turns into interest in buying your product.

如果您已经使用了强大的外展策略,那么不需要太多改变。取快速提示,博客文章或相关数据点,您已经计划在电子邮件中包括,然后拍摄自己分享。

这是一个前后给您一个想法的前后:

前:

After:

Don’t have time to shoot a ton of videos? I’d prioritize on prospecting videos. But if you want to go all in (which considering the statistics, isn’t a crazy idea), use these guidelines.

When to use video in the sales process

Unsurprisingly, the objective of your video depends on the stage of the sales process you’re in.

  • First touch:抓住您的潜在客户的注意,向他们展示您是一个普通人
  • 跟进:Recap your connect, discovery, or qualification call; reiterate the next steps you agreed on
  • Check in:确保这笔交易还活着
  • 售后:Thank them for working together; lay the groundwork for cross-selling or upselling; potentially ask for a referral

让我们深入研究您可以为每个脚本使用的脚本。

销售视频脚本

外展销售视频模板

This video should be 80 seconds long at the max. Remember, the buyer doesn’t know who you are -- so while they might be curious enough to watch your video, they’ll quickly lose interest if it’s boring or too long.

这里有一些想法:

  • Provide a tip or ask a thought-provoking question
  • 分享您在电子邮件中链接到的内容中的一些关键要点
  • 描述您公司的使命以及为什么与bob全站app您的潜在客户有关

示例脚本:

"Hi there. Since you [work in X role, have Y responsibility, likely face Z challenge], I wanted to share [tip] with you. If you want to talk about this more, let’s set up a call. You can book time on my calendar right from my email signature. Talk to you soon."

"Hey there. I’m sending you a link to a great [blog post, ebook, podcast, webinar] on [relevant topic] -- but I know you’re probably super busy. So if you don’t have time to [watch, read] the whole thing, here are the most important points:

  • [点#1]
  • [点#2]
  • [点#3]

If you want to talk about this more, schedule time with me using the link in my email signature. Have a great day."

“嘿,[Prospect]。想向您发送一个快速视频,解释[公司]做什么,更重要的是,您应该关心。我们[专注于]帮助[X类型的潜在客户解决bob全站app类型的问题]. I’d love to learn more about your company and how we can help you. Please schedule some time on my calendar using the link in my email signature. Talk to you soon."

Follow up sales video template

成功与潜在客户建立联系后,请使用视频来汇总会议,并确保您在同一页面上了解接下来发生的事情。同样,保持简短而甜美。您可能还需要考虑在电子邮件中的项目符号中包含相同的信息,以便他们可以在不重新观看视频的情况下参考您的会议。

Script:

“嗨[前景]。再次感谢我们的对话[今天早上,昨天,X天]。我们介绍了[Point#1],[Point#2]和[Point#3]。

我已经跟进了[较早的问题或关注],事实证明[回答他们的问题或关注]。

作为we agreed, next steps are [X].

期待我们在[时间]的[日期]会议。”

您可能还需要重新参与黑暗的潜在客户。在这种情况下,幽默或有益的视频可以使这笔交易重新融入他们的雷达 - 您无需内gui或骚扰它们。

示例脚本:

"Hey there, [prospect]. I’ve been mulling over your [struggle with X, plan to achieve Y], and I think I’ve got a few ideas that may make a difference. For example, [brief description of idea]. Happy to provide more details if you’re curious. Talk to you soon."

"Hi [prospect]. I hate sending irritating 'just checking in' emails … So instead I’m sending an irritating 'just checking in' video. Okay, hopefully it’s not too irritating. Let’s schedule a call to discuss your goals for X and how [company] can make those happen."

提案销售视频模板

作为League VP of Sales Kyle Norton explains,,,,sending a video proposal is extremely powerful. Most sales require multiple decision makers to sign off, so creating a handy resource your champion can send around her company can help drive consensus.

诺顿(Norton)建议“预先构想”,或给出背景和设定期望,因此您的受众专注于最重要的提案中的数字。

Script:

"Hi [prospect]. I heard [fact #1 about prospect’s situation] and [fact #2] and know you have X and Y needs. I think we can help by [solving A and giving you the power to do B]. Here are the two things in the attached proposal to consider. Let me know if you have any questions."

Post-sale video template

Saying “thank you” or offering yourself as a resource after a prospect buys is a strategic move. Not only do you further win their trust (which builds your company’s credibility), you also improve the likelihood they’ll refer you, give you good reviews, and most importantly for your revenue goals, purchase from you again.

脚本:

"Hi [prospect], welcome on board to [product]. I’m excited to see how you use it to [solve X pain, accomplish Y goal]. If you have any questions, please let me know -- I’m here for you. Alternatively, you can get in touch with our customer support. The best method is usually [phone, email, chat]. Good luck!"

"Hi [prospect], just wanted to say thanks for choosing us and that I really enjoyed working with you. Your [account manager, implementation specialist] will be taking over from here on out -- I’ve asked [name] to take great care of you. Have a fantastic day."

How to send videos to your prospects

视频最受欢迎的平台是电子邮件。将视频插入您的消息很容易且容易;另外,您已经通过电子邮件与潜在客户进行沟通。

But that’s not the only platform where video can be effective.

LinkedIn

要将视频发送到LinkedIn连接,请将文件上传到YouTube,然后将链接发送到Inmail中。

For example, here’s what you might write to a prospect you met at an event:

嗨,沙龙,

上周我们在牵引力会议上见面后,我有一些关于提高销售团队效率的想法。我在此视频中总结了它们:[链接]。您想在电话中进一步讨论吗?

最好,

Harry

Facebook

越来越多的人使用Facebook进行专业使用。如果您是与潜在客户的朋友,则可以将视频上传到Facebook Messenger,或者只需在应用程序本身中记录下来。

由于Facebook仍然感觉相对非正式,因此是有趣,休闲消息的好媒介。

Twitter

Twitter lets you导入您已经创建的视频或在应用程序中录制一个视频,然后将其发送给您选择的关注者。

Try using videos to reach out to prospects who have followed you on Twitter but haven’t responded to your emails or calls. Sometimes, a new type of touch is all it takes to break through the noise and get a response.

一次性与可重复使用的视频

Not every email has to be created from scratch. If you have a tip you’re repeatedly sharing with prospects, or a product feature you’re walking through again and again, consider making a video you can reuse.

For example, let’s say buyers tend to respond more frequently when you give them a suggestion on hiring new support reps. You could turn that suggestion into a 15-second video. Next time you identify a prospect who could benefit from that advice, simply insert your video into a personalized email.

You’ll lose the impact of a one-to-one video, but your prospect will still be impressed by the unique format and relevant content.

Some salespeople are getting the best of both worlds. They send standard first-touch videos explaining who they are and their company’s value prop to normal leads and highly customized videos to high-value leads.根据Wistia的说法,一位使用此策略的代表看到她的成功率从5%到13.3%。

How to get started with sales videos in three simple steps:

Step 1: Create your list(s)

First, you need a list of contacts.

“Create the list of prospects you want to target for the week,” HubSpot account executive Nick Saltzman recommends. “Then spend a bit of time each day working through the list. It’s much less efficient to go back and forth between identifying prospects, and creating videos, at the same time.”

对于您的第一个视频实验,我建议您从您以前从未参与过的潜在客户开始。尝试一种新的第一键式策略,使您更容易看到影响。

Step 2: Get your materials

您需要录制视频的一些内容:

  • 免费的视频和屏幕录制软件,例如bob电竞官方下载肥皂盒,,,,ViewedIt, 或者Loom
  • 具有工作网络摄像头和麦克风的计算机
  • 记录的地方(如果您坐在办公室的繁忙区域,请尝试预订会议室)

选修的:

  • A small dry-erase board and pen so you can write, “Hi [prospect name]” and hold it up in the thumbnail

步骤3:编写脚本

脚本在这篇文章中应该帮助你工艺可重用track you can customize to each recipient or situation. Practice your script several times before you record your first video, but don’t worry if your delivery isn’t perfect.

正如Hubspot联合创始人和CTO Dharmesh Shah所说:“我不会太担心UHS和UHM。我不是专业的视频营销人员,但我确实购买了东西,我认为视频是有帮助和人类的最重要的事情。它不必完美无瑕。”

sales call templates

销售通话提示

最初发布于2016年1月6日7:58:00 AM,更新于2021年11月3日

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销售视频