According to Fred Copestake, social selling is using the platforms and technology available to you to create a personal brand and start conversations. Digital selling is using technology to continue conversations. The use of video (synchronous or asynchronous) is a piece of the puzzle that’s often neglected. Hear why Fred thinks that’s a huge mistake in this episode of Sales Reinvented!
Fred’s digital selling blueprint is built around video. What do you need to do on video? What’s the purpose? To communicate or achieve a goal, right? Salespeople need to be equipped with the time and skills to utilize video with their prospects and customers. The use of video in digital sales is what will keep them engaged and move the sales process forward.
Fred recommends Vidyard all the time as an asynchronous video option. It’s free and easy to use. If you’re talking synchronous video, you’ll need Zoom, Teams, etc. Then you need to figure out where and how to apply it. Where can it be used in the process? With prospecting? After-meeting follow-ups? To send a proposal?
What is the video trying to achieve? Fred emphasizes that you must be succinct and punchy. You can get a lot across if your video is well-constructed. Another expert tip? Fred recommends investing in a great microphone to make sure you’re recording great audio. If people can’t hear you, they check out and lose concentration. The perceived credibility of the speaker also lowers if they can’t hear you.
Fred shares some great dos and don’ts:
Fred decided to embrace sending video emails, especially because it’s something that he preaches. He was trying to get a guest on his podcast to talk about virtual selling. In fact, he was sending a video to Tyler Lessard, one of THE experts on digital selling. So he recorded a video using Vidyard.
Fred tried to be clever in his video and hid behind his chair, saying, “People are scared, please come on, share all of these great tips…” He sent the video without reviewing it. Turns out, he sent the video without sound. He sent a silent video of him cowering behind a chair. He prepped for the video, reflected best practices—making it relevant and personal—but forgot to double-check before he sent it. Tyler did end up on his podcast, Fred jokingly saying it was likely out of pity more than anything else.
It’s all about preparation and follow-through. He thought about what he was going to say, how he was going to say it, and the purpose behind it (what he wanted to achieve). It was punchy and short and interesting. Give yourself a moment to prepare—and execute—well.