May 29, 2013

Article

Businesses increasingly implementing video for sales purposes

Making a sale often means making a product look the most appealing compared to whatever the competition is offering. That could require a significant amount of effort for some sales professionals, a slick marketing campaign and plenty of satisfied customers offering positive reviews to their friends and coworkers. For the business to business sales sector, though, it can require even more finesse and aggressive sales tactics. Simply relying on what other organizations know of a seller isn’t enough to ensure ongoing corporate relationships or attract new clients. Organizations need to tap into the video communication tools that are driving performance among top companies.

Overcoming sales hurdles
The first thing that firms should be mindful of is that some sales are harder to make than others. Certain kinds of hardware, software, infrastructure and other acquisitions can be sensitive topics for interested entities. The more expensive or business-critical an option is, the more likely it is that organizations will face a hard sell. There are techniques for softening buyers before they ever contact a company directly, however, and even with big-ticket purchases, these resources can make a significant impact on purchasers in every industry.

Reaching more of an audience
Forging a personal connection with a buyer can often be the key. In business to business (B2B) transactions, forging relationships with interested entities is critical for earning their trust and ensuring that products and services are a reliable, good value. However, not every company can afford to send a salesperson to every potential client’s office, and a phone call isn’t enough in many cases to bridge that gap left by a lack of face-to-face interaction. Getting around this hurdle can be accomplished with another enterprise tool, though – video communication.

There may be some skeptics who think that a video interaction could never make up for the lack of trust and recognition a potential purchaser has with a seller, but data from IDG Research Services found that enterprise video solutions are among some of the most popular resources for reaching potential clients. The study showed that 95 percent of B2B buyers watch video messages when making important decisions about technology purchases. More than three-fourths of respondents stated they then forward the best recordings along to other personnel in their organizations or to people they know in general online social media circuits.

This serves as substantial advertising for products and services that is automatically vetted by an established, respected purchaser. The fact that 78 percent of corporate technology buyers are willing and regularly share sales-centered technology video communication with followers and friends should be enough of an indication that organizations need to be focusing on product demos, video interactions and personalized corporate messages in this format, but there are other indicators that video tools are a strong sales motivator.

The overall video impact
IDG went on to state that 40 percent of corporate buyers are shopping from their mobile devices, meaning that organizations can connect with purchasers no matter where they are. On top of that, nearly two-thirds of respondents told the source that they like to review product demonstrations and important video assets for how to perform specific work-related tasks. The bottom line for many businesses should lie with IDG’s final analysis – that 25 percent of B2B purchasing decisions are strongly influenced by watching enterprise video tools, with these products helping purchasers put specific devices and resources into greater consideration thanks to sales videos.

Simply launching a recorded message about a product can help a company get free accredited referrals and shares online, as well as helping them land more overall sales. Even though companies can’t meet with their potential purchasers, before buyers even contact a company, they’re already considerably more interested in buying something then had the seller conducted a cold call.

Reaching better relationships
According to a study from Invodo, nearly 60 percent of all firms felt better about making purchases after watching corporate sales videos. David Jenyns, a leading video communication expert, stated that recordings make organizations feel more secure about more than just the quality of a product, though, a fact that issuing companies should be mindful of when determining how to direct their messages.

“Web videos do more than just display products for better view. Web video is the only way online businesses can show who they really are as people,” said Jenyns. “Use

as a way to connect with customers – it will gain your business loyalty as your clients get to know you.”

Companies should be mindful that videos can have a far-reaching impact on more than just how their products and services are perceived. Honing in every message on the core beliefs of the organization ensures that video communication is always on track with what the business stands for, giving B2B buyers and internal personnel a better impression of the corporation.