Jeremy Hong | March 05, 2019

Cold Calls Get the Cold Shoulder

Cold calls – the bane of consumers and salespeople alike. Does anyone actually appreciate a cold call? Do they really work? Is the juice worth the squeeze? Chances are, the answers are no. Consumers are more resistant to the cold call than ever. Why? For one, our attention spans are getting shorter and shorter. Our time is valuable and wasting it talking to someone we don't know, who we assume doesn't know anything about who we are and who probably just sees us as a dollar sign, is a waste of time; time we could better spend doing our own research on solutions to our problems.

The question often asked is, are the days of the cold call over? Further, have emails replaced cold calls? And even further, will video emails replace cold outreach emails?

The effectiveness of cold calls has dwindled as consumers have gained increased power by way of the internet. The power has shifted from the salesperson to the consumer, and like it or not, this simple fact isn't going to change anytime soon. Nowadays, consumers expect to have relationships with the brands they identify with. They want to trust in the products and services they invest their hard-earned dollars in, which means they want to trust the companies that create and provide them. As a result, consumers are spending more and more time doing research so that they can make better informed purchase decisions. What does this mean for salespeople?

Warm Up the Outreach Process

For starters, it means that nurturing a prospect is as critical a portion of the sales process as closing a prospect. Creating a positive purchase experience for your customers can be done, with an added personal touch, by using videos that walk a customer through their needs, their recent purchases, or inspiring testimonials. The point is, you should create content that is useful and addresses their specific informational needs. Videos that address relatable and common pain points can work wonders for building relationships with prospects and making sales.

Let's face it – emails are far and away the preferred method for both B2C and B2B communication. In fact, 86% of professionals prefer to use email when communicating for business purposes. Moreover, adding videos to your emails can increase click-through rates by 300%.

To expand on that, "Reps that use video in prospecting, relationship-building, and sales emails see 5x higher open rates and 8x higher open-to-reply rates.”

These are some pretty huge claims. Let's dig into the details to find out why these statistics are true.

Why Video?

Videos add a human touch to the prospecting and outreach process. Recipients can see you in your element which helps build trust and develop relationships.

Phone calls are restrictive in the sense that all you can do is speak to the person through a phone line – you can't convey emotion through body language, and in the mind of the prospect, you're just a faceless voice.

Video emails set you apart from the rest of crowd. Take the monotony out of someone’s inbox by sending them personalized or templated videos that brighten up their day or just shed some valuable insight on a topic of interest.

Video emails allow you to screenshare (while still showing your face in the corner), opening an entirely new realm of possibilities for salespeople. Let's say you're a web developer who helps companies update their websites. Video emails allow you to show the prospect exactly what you're capable of. You can compare their website to their competitors, or just browse through a portfolio of websites you've worked on. If you have a physical product, you can conduct micro-demos or show a prospect how your product can help them solve a specific problem.

If you’re like me, you and your (work) email are one throughout the day. That’s actually an understatement. I’m subconsciously glued to my inbox when I’m working. I know I’m not the only one. That being said, if you want to be seen in someone else’s inbox, do something that makes you stand out – like videos.

#TobeTip: Effective and great sales videos don’t just happen on their own. They take time, practice, and maybe a tiny bit of luck. Your chances of generating sales increase exponentially when you work with a growth agency like Tobe to help you build valuable content and implement the strategies required to drive traffic to your website.

Looking to bring video into your sales enablement efforts? Chat with us today!

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