If you know anything about HubSpot's inbound sales legend, Dan Tyre, I'm sure you can imagine that his Pipeline Generation Bootcamp (PGB) is an absolute game-changer. While I possessed unique experience from the promotions agency I co-founded prior to joining VIEO, I was quite new to sales in an SMB and Mid-Market environment.
To be completely candid with you, selling is not my passion - but helping others is. That's why I resonate so much with the inbound methodology and the holistic approach to generating leads and acquiring net new customers.
What is Sales Really About?
The first lesson we learned in PGB was that sales is not about pitching, closing, or selling; sales is about helping. Letting this sink in allowed for several other helpful lessons to click, too.
At first, I was afraid to pick up the phone and call prospects. I didn’t want to bother them, and as an S-type, I'm very against archaic "cold-calling" methods. Most of all, I only wanted to add value to the lives of others, and I felt by intruding upon them with a phone call, I’d be doing the exact opposite of that.
But you don't grow when you're comfortable. So I borrowed confidence from Dan and my fellow sales lions) and grew to understand the true purpose of picking up the phone - to connect with prospects, listen, and help! I was able to offer my time to people who needed help, which led to a better understanding of their needs and determining if we were a good fit for one another.
How can i be a boss at phone calls?
One of the most important parts of adding value with a phone call is to do your due diligence before taking any of the prospect's time. Check their LinkedIn, read about their company, and see if your contact has personally written anything about their industry recently. Prospecting tools like Crystal, a personality AI extension for Chrome, make this part of the process even simpler, and provides invaluable insight into your prospect's communication preferences. In your research you want to learn:
- What is your prospect's name? Are there instructions online of how to pronounce it (for the Siobhans and Seamuses of the world)?
- What is their company name? What do they do? What is their company culture like? How long has the prospect been in their role at the company?
- Based on their Linkedin profile, what does their background look like? Where are they from? Do you have anything in common?
Pro-Tip: Be effective in your research and don't stall. Limit it to about 10 minutes.
So, What's the Best Way to Help prospects?
After building my confidence with calls, I was pumped to implement the next phase of effective selling: video prospecting! Video is huge right now, and for good reason. It's incredibly useful and a breathe of fresh air for prospects with flooded inboxes, and a quick tool for us sales folks.
Using video in the sales process has some pretty incredible stats for success:
How does 50+ opportunities per month with only one hour of prospecting per day sound?
What about $3,150 monthly recurring revenue AND 31 opportunities in 4 hours?
Or maybe 4x more meetings booked?
I know it sounds too good to be true, but it's real life, and completely worth it to save both you and your prospects a great deal of time.
Video adds value and helps people - those numbers don't lie! It's more interesting than the typical sales email that people are used to reading, it's more likely to be remembered, and it helps your prospects feel connected to you and your business.
Pro tip: Make the video about them. If there is any bit of information that you can give them about how they can improve based on your expertise, let them know!
Getting Started with Video
With my background in video production, trust that I know how awkward it feels to get in front of the camera for the very first time,
It's a very common feeling that only goes away with practice. While I played around with Vidyard prior to PGB, I learned a number of tips to make my video outreach more effective:
- It’s okay to be silly and show your personality (actually, it’s better).
- There are countless resources, Vidyard even has a Video Inspiration Hub that can give you some fun ideas (and the courage to loosen up).
- The Vidyard integration with HubSpot makes it SO easy to use video and measure the level of engagement that your videos have gotten.
- Good lighting is extremely important - same with sound (get rid of the background noise). If you have a mood-lit office space, then it may be best to record your video by a window with natural light.
- Practice before you hit "record." I usually write out a few points that I want to make in my video so that I don't miss anything and I don't "um" and "ah" so much.
- Mention the video in your subject line to pique the prospect's interest
I could give you a thousand tips, but the key to improving your pipeline and increasing sales is to pick up the phone, incorporate video in your email outreach, and always remember to help.