It’s no big secret that video is one of the best tools of the trade when it comes to prospecting. More and more business development teams are looking to videos as their key to booking more meetings and creating more opportunities. So, how do you stand out amidst the sea of whiteboards other BDRs are using to write your prospect’s names and get their attention?
Obviously, you get personal. ( We are the Personal Experience Platform after all … )
We’ve recently teamed up with Vidyard to create a killer door opener experience for your key accounts. Based on the success we’ve seen pairing personal gifting with personal videos, we wanted to share how to create a personal prospecting video in just 3 easy steps.
Three Tips for Creating the Perfect Prospecting Personal Video
Step 1: Do 👏 Not 👏 Sell 👏
The fastest way to lose someone’s interest in a prospecting video is to sell.
It sounds counterintuitive, but the purpose of a prospecting video is not to sell – it’s to get a conversation started. While you have done your due diligence to select the right contact and have used intent data to pinpoint the right time to connect, this early phase of your relationship is about building rapport and earning trust with your prospects.
To jump-start rapport building, your introductory video should convey that there’s a person – not just an automation tool – creating and sending these messages. Include details that acknowledge relevancy in your prospect’s buying stage, while keeping the message conversational and intriguing.
To avoid a pitch in your prospecting email, use the research you’ve done on your account and on your contact to create a video that invites a conversation. Try using open-ended questions related to the core solutions you provide. Questions that start with, “What do you think is …” or “How would you handle …” demonstrate that you’re here to listen and learn more than you are there to sell.
Pro-Tip: When you create a video message to your prospect, ask yourself “Would I enjoy receiving this video?” If the answer is no, scrap it. Don’t send your prospect a video that wouldn’t capture your attention.
Step 2: Build rapport over the #5to9.
Want to know a little secret? Well-executed outreach actually has nothing to do with the workplace.
Another counterintuitive point, but the fact of the matter is: automation has turned business development into a bland, blanketed series of transactional emails. Prospects have gone email and voicemail blind which makes it hard for you to get a conversation started.
The trick to creating effective outreach is to make the experience feel like it was intended for no one but your prospect. To create that one-to-one experience, the gift you select, and the video you pair it with should complement or celebrate your prospect’s #5to9.
For example, if you learn your prospect has a dog, send a Barkbox subscription and in your video include your furry friend ( or friends! ). Or, if you learn your prospect is a bit of a foodie, send them a sampler of international foods and share your vast collection of cookbooks.
Building rapport through the #5to9 gives you the advantage over others simply vying for your prospect’s attention. You’re demonstrating more than just a willingness to help their business succeed; you’re also demonstrating how dedicated you are to helping your prospect succeed.
Step 3: Fine-tune the details.
As they say, the devil is in the details.
Keep in mind the small details can significantly impact your video for the better – or worse. When filming your personal video, keep in mind these four details:
Surroundings / Environment:
Your surroundings can act as a complement to – or distraction during – your personal video. As you are filming, keep in mind the background behind you. Is it too bland? Is it too busy? Is there something that could take your prospect’s attention away from what you are saying?
If your background is meant to serve as a complement to your video’s narrative, keep in mind the noise that could interfere with the message you’re trying to convey.
While professional microphones would be the ideal audio quality, most of us do not have those at our disposal. The typical microphone/headphone combo will provide decent audio quality for the videos you film your prospects.
If you are outdoors, keep in mind any background noise that could distract or overpower the message in your video.
Pro-tip: If possible, include captions for your video. Videos with captions see a 40% increase in views.
Lighting: While a selfie light ring isn’t exactly a requirement for your personal prospecting videos, it is important to keep in mind how well lit your video is. If you can find a source of natural light ( ie, by a window ) and hold your recording device facing the light, you’re guaranteed to avoid putting yourself in the shadows.
Body Language: Just like with in-person conversations, your body language speaks volumes without you having to say a word. If you’re recording while sitting, make sure you’re not slouching. If you’re using a hands-free device, gesture and show your enthusiasm for the subject matter you’re discussing. And don’t forget to smile! You’re on camera after all.
Final Trick for the Best Personal Prospecting Video
Above all else, be yourself.
The biggest benefit of using video in sales prospecting is authenticity; video allows prospects to get to know you before they’ve officially met you. Unlike emails where it’s tough to convey dynamic interpersonal skills, video gives you a new dimension to interact with your prospects giving them a taste of what it’s like to partner with you and your company to help their business.