Episode Overview

This episode features Chris Ortolano, a sales workflow consultant based in Portland, Oregon. He provides an outside perspective to help organizations address their weaker elements to accelerate their revenue cycle. He is a leader of his firm, Outbound Edge, and will speak about the power of video in sales outreach and how to drive buyer engagement.

 

Episode Timestamps

 

[1:30] How Chris became focused on helping sellers use video to connect with potential buyers

• Manages an online community of sales and marketing professionals called salesstack.io:
• • Met people who work at Vidyard who introduced him to a software tool called GoVideo.
• Focuses on producing crisp, compelling, and clear messages to engage with buyers.

 

[2:26] Why should sellers be using video as an outreach tool?

• The way that we engage with buyers is changing:
• • We now have the ability to tell a story through a visual medium.
  • Creates a more compelling and lasting message.

[3:25] What are the barriers that get in the way of individual sellers taking advantage of the medium of video?

• Time:
• • You need to practice.
  • Set aside 30 minutes to learn and practice your script for clear delivery in the message that you are communicating with your viewers.
• Psychological confidence:
• • 2 kinds of videos in sales:
  • • Video conferencing.
    • • Selfie.
      • Voiceovers.
  • Chris uses a voiceover narrative approach:
  • • His videos are not about him, making the focus on helping his prospect solve their problem.

 

• Finding your voice:
• • Takes practice.
  • Think like your buyer:
  • • The decisions that they make, how they measure their decisions, and what their goals are.
  • Layer your message into their experience.
  • Provides a more relevant and engaging way to suggest that you want to meet with them and pursue a more in-depth conversation.
  • Take advantage of the visual guide on salesstack.io where you can walk through 7 steps so that you can practice before you record and send your video.

 

[6:21] Success stories of Chris and using video

• Uses video selling with social selling:
• • Connects with peers on Linkedin.
  • Makes videos for the CEOs of the connections that he makes on Linkedin.
• Video can increase the acceleration with which you can set meetings.

 

[7:23] How can sellers prepare to do video outreach? What should their content structure look like?

• Uses 3 step approach to an account plan:
• • Set the meeting.
  • Move the needle.
  • Get everyone on the bus.

[12:17] How to leverage video for outreach

• Manage your time.
• Do your research.
• Use phrase when reaching out “I noticed that…”
• Always add value with your video that exposes something about the market that your prospect might not understand.

 

[14:35] After you send the prospecting video, if the recipient does not respond, do you send another video?

• Resend that same video.

 

[15:26] Technology blockers that might prevent prospects from viewing your video?

• Use a video solution that allows you to embed that video as a thumbnail into the body of an email.
• • Vidyard GoVideo

 

[16:50] How to personalize your video for different prospects

• Called a “Selfie”:
• • Personalized for each prospect.
• Take a multi-tab screencast approach.
• If you put time and energy into thinking about your buyer you’ll get a better deal, as well as learn to be a better sales consultant as well.

 

[17:48] Multitab screencast approach

• Reference your buyer:
• • Start with their account.
  • Reflect on what you see in their business model.
  • Suggest a problem that they have that you can solve.
  • Switch between their account/your account:
  • • Move from the current state to their future state.

[18:30] Resources

• Sales assets online:
• • Stories in Focus Library
  • • Interview video blog
  • 3 guides at SalesStack.io:
  • • For people getting started.
• Learn how to do the selling model.
• Do it on a consistent basis.
• Turn around and teach someone how to do it.
• • When you teach something, you are raising your level of skill because you can summarize, engage, and look for things.
  • Changes the way you view your own process.

 

Additional Resources

• Connect with Chris on LinkedIn
• Follow Chris on Twitter
• Visit Chris' Web site - Outbound Edge
• Call Camp - Unlocking the Power of Video in Sales Outreach
• Get more selling done!
• Engage with Video Selling: Part 1
• Stories in Focus Contest
• How to use video in your sales cadence

 

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Credits

Sound editing and show notes produced by – ChirpSound