When I first started my sales career, the biggest lesson I learned (the hard way) was the truth of the statement “time kills deals.” Prospects connect with you because there is a need for your product or service — and how quickly you can demonstrate how your product addresses that need is what makes or breaks closing the deal.
When prospecting, finding time to align with executives is a time-consuming part of the sales cycle. The role an executive plays in the buying journey is not dissimilar to the role parents play in getting a new toy (in my case, pitching my parents for a new bike). My parents (the executive persona in this scenario) evaluated the purchase of new products and made a decision based on the following criteria:
Cost — are there other options that are less expensive?
Need — why not use the scooter you already have that works just fine?
Timing — do you need a bike now or for your birthday in six months?
Video communication helps remove bottlenecks in the evaluation and purchasing process by shortening, personalizing, and making the sales process easier for sales organizations.
3 ways for salespeople to get executive buy-in faster with video
As the buyer journey for software purchases grows increasingly more complex, sales teams need to cultivate a personalized approach that prioritizes effective communication to drive prospects through the sales funnel and get executive buy-in. As a sales rep, here are three ways I use Loom video messaging in my sales prospecting workflow to cut through the noise, ensure outreach resonates with executives, and mitigate executive bottlenecks.
1. Use video to introduce yourself and the product.
One of the biggest roadblocks for any deal is the speed and effectiveness of getting that first connection with executive decision makers. Even when the interest is there, scheduling a face-to-face call with an executive at any organization can take multiple outreach efforts — adding days or weeks of lag time.
What can sales professionals do to get a first meeting sooner with potential new customers — or replace a real-time meeting altogether? One way I have honed my prospecting skills is through personalized asynchronous communication with video. Since 67% of buyers prefer customized content that addresses their specific business use case, instead of using email to introduce myself and the product for consideration, sharing an asynchronous video allows me to immediately show what Loom can do to address their needs.
Further reading: Notes from a Founder’s Playbook: Why I Send Loom Video Messages to Welcome New Users — The Loom Blog
2. Send video demo follow-ups.
One of the most unfortunate reasons prospects don’t move forward with a particular solution is because they didn’t come away with a clear understanding of the value the solution can offer to address their pain points.
Sharing video demo follow-ups immediately after a call with a prospect further communicates the value of Loom, outlines the positive impacts on their business, and leads to faster buy-in from key stakeholders.
3. Leverage team members' combined knowledge to make your business case watertight.
The best way to leave no doubt about moving ahead in an executive’s mind is to proactively speak to potential questions they have — but you can’t do this without having the right information, such as relevant metrics, use cases, and case studies, ready to go. If I know a potential executive’s worry could be SaaS compliance and data security, for example, I bring in a colleague from the Risk and Compliance or Marketing teams to weigh in on those specific concerns. Knowing I can’t speak to every single potential issue means I can call on the subject matter experts, and we can pool our collective knowledge to make the best case.
Buying teams are also becoming more cross-functional, too, with more stakeholders involved in the product evaluation and decision-making process than ever before. Stage 2 Capital Managing Director Mark Roberge recommends investing in understanding the influencers and end users (or “coaches”) involved in the evaluation process as a sales strategy: “What are companies and startups talking about in their company-wide meetings? Ask questions and reflect their language back to them in your interactions.”
What can sales leaders do to optimize the enablement process? Bringing a cross-functional group to the table to match theirs means more people are present to speak to different needs right away — and an executive can feel comfortable buying-in more quickly.
The bottom line: Use video communication to sell new business and sustain existing customers
Asynchronous communication with video is more than a short-term sales strategy or passing trend to increase new sales and convert new leads. Incorporating video messaging into the sales outreach process is an essential method of nurturing executive prospects and increasingly cross-functional evaluation teams — and sustaining relationships and providing amazing customer support once they become customers.