Do you want more sales but are stuck working from home? Are you struggling to make sales quotas or get new clients because you can’t connect in person? You’re not alone.
2020 has been a massive shift in how we work, especially if we sell b2b and even b2c. The thing is, this can actually be a blessing in disguise. We don’t need more time on the golf course or wining and dining prospects – we just need to be able to look them in the eyes and listen to their needs. Because that’s all selling really is – hearing someone’s problems and helping them find and connect with solutions. And once we can do this without all the travel, suddenly our days can be far more productive.
In this guide, I’m going to walk you through how to sell via video calls. I’m going to share the same method I used to get 90% conversions with 5-6 figure sales offers. And the best part? Once you finally get back into the office, you’ll be able to use these techniques to sell from your desk
So let’s dive in…
So Why Use Video?
Right now we’re going through a huge period of adaptation. More and more people are working from home, and almost all of them are using some form of video conferencing each day.
This means not only do our potential customers know how to use video, but they are comfortable doing so. This is good for b2b and even b2c sales. Why?
In a recent study by gong.io, they found that being able to chat on video increased their sales conversion rates by 94% vs those who were just audio or email only.
(The conversion rate was even higher when the client was on video also)
Why is this?
Well, when we can see the other person, we can connect and build trust.
Not only that, but we can also monitor the flow of the conversation and improve our pitch. We can see when they’re in pain or frustrated, bored or interested and we can use that to help us keep our sales conversation on track. But better still, using video can cut down your sales cycle dramatically.
For example, back in the day, I used to run a marketing agency and we would always have weeks of back and forth emails with clients, before closing the sale.
Once I introduced the methods I’m about to share with you, our close rate shot up to 90% of calls. Not only that, but 15 mins after the call was done, the invoice was paid and the cash was in the account.
Better still, it allowed us to provide a better service for our customers, as we could understand their needs on a deeper level. That’s how powerful video can be for your sales process.
So let’s show you how…
What to do when they’re booked in
I’m going to assume you have some kind of process to get people onto calls already – maybe an application form or they contact you once they are a blog subscriber. Whatever the method, once you have someone booked in for a call it’s important to send them a confirmation email that does a few things:
- Thank them for booking in
- Give details of their booking time and date so they don’t miss it.
- Remove anxiety about the call. It’s about helping and seeing if they are a fit.
- Let them know how the call will go. “We will be calling via video so we can chat face to face, will listen to your issues, and then see if we can help solve them or recommend you to someone else who can.”
- Get important information in advance.
Why cover all this?
Well, a prospect’s first instinct is that the call is going to be some kind of hard sales pitch.
They might be stuck in a situation right now and be nervous about talking to you or might be prepared to come to the chat with their guard up and not be responsive. That’s fine if they want to do that, but the reality is they are far less likely to find the answer to their problems if they’re not willing to listen right?
That’s why your goal should be to try and remove any of that anxiety and help them see that the call is more about helping them, understanding their issues, and seeing if you have the solution or are a good fit for what they need.
Not only that, but the email should also help them understand what is going to happen next and how the call will go down.
We want them to know that it will be a face to face video call. This will help them prepare and it will also help us connect with them better and improve both of our chances of success.
Once you’ve done that, you want to find out any important information that you need in advance. This can help you streamline your call, help you research the prospect or project, and help the customer get ready.
Note: These are not budget request questions or anything like that. Just the core information that you need to move forward.
This might be details about their website, their project, or their goals – it all depends on the service or offer that you provide. The key is to make sure that you can get as much done during your call as possible, without having to go back and forth.
If you’re an SEO agency you wouldn’t want to know who their website is at the start of the call right?
You would want to know about it in advance because you’ll need to research their site and industry to understand their needs.
It’s not just online businesses though- this can also help with b2c as well.
River Pools is a pool building company.
Before covid they would have to meet on site at the customer’s home to check out the location.
This often meant a lot of back and forth and late night meetings at the customers house outside of business hours.
Obviously they wanted to change their approach and saw this as a golden opportunity.
Now rather than driving out to the home before the call, they send every applicant a video instead.
It teaches them how to measure and find out the general details about their home and access in advance.
The customer gets educated on what’s important in the process and how to take photos and deliver that to the company.
Not only does this help streamline the process, but it helps the customer understand any additional costs that might incur for access and even better?
It cuts down on unnecessary travel time for the sales rep and makes the customers life easier!
- Less calls
- Less emails
- Less travel!
This has been such a change in their business that they’re going to keep this process from now on.
Pretty cool right?
And all it takes is just an automated email to be sent after they book in.
So once you’ve got the customer on board with the call, it’s time to get set up to convert…
Set up a professional call environment
First impressions count.
Even when we’re an expert in one field, people judge us on how we present in another, which is why it’s so important to set up your call area.
Now we go into this in a LOT of detail in this guide here, but here are the top tips:
Lighting will improve your video almost more than a new camera. It helps the camera perform better and it makes you look good.
We recommend using 3 point lighting as it looks more professional and shapes your face.
But as long as you don’t have the light directly behind you or above you, but somewhere in front, then it will be a big upgrade.
How we have the camera can make a huge difference to how they perceive us.
- Too low and they see up our nose and we can look threatening.
- Too high and we can look weak.
The ideal camera angle is just above your eye line. This way you can look directly into the camera, have a more flattering angle AND it looks like you’re looking directly at them.
(Looking up slightly can help define your jawline)
Be aware of your background
A good background can either build trust and authority, or make the presentation look cheap.
- The key things are depth is good (you don’t want your back to the wall
- Clear walls can work if need be
- Bookshelves, plants and furniture can help frame you in the shot.
If you’re going to use a standing desk then take that into consideration when setting up your backdrop.
(They are also great for raising up your camera to get things out of shot- such as beds from home offices etc)
Upgrade Your Camera
Ideally you want to get a 1080p external webcam or better.
Because the cameras built into laptops are pretty awful.
If you really want to stand out then a Canon or Sony DSLR can connect and work as a webcam with some free software.
The main thing though is good audio.
The customer will persevere through a lower quality image but not through low quality audio. It distracts and annoys and causes them to lose attention.
You can grab a cheap USB mic on amazon and attach your headphones.
Dress to impress
The only issue with video is that we do have to dress up for work again!
Make sure to dress smart, but nothing that’s too ‘noisy’ as this can distract. Simple block colours work well.
Check in advance
Finally you want to make sure all of your setup is ready and working before the call. Give it a quick run through and make sure its all working and not needing any software updates!
Once that’s done then it’s time to jump on the call…
The Call Structure
Rather than follow sales scripts, I want to give you some basic but effective methods to sell.
I’ve followed this process WITHOUT a pitch, and had the other person asking to buy from us.
I use it for interviews to improve our product and it works so well, they will often ask to buy- just from how we structured the call.
So this process breaks down into 5 core stages
Stage #1:Introduction and connection
One of the biggest barriers to selling online is trust.
We need to trust the person, the product, the offer and the site. A great way to build that trust is to connect on a personal level.
So spend the first few minutes of the call just connecting.
Chat about their day and yours, how they are doing and what they’ve been up to.
If you can research them in advance and find out any mutual interests then that can help show you’ve been paying attention which is HUGE.
People want to feel like they are needed and heard.
So chat for the first few minutes and don’t forget to smile! This can help break the ice for both of you and help build that trust.
Don’t look at the screen but look at the camera instead.
This will help them feel like you’re looking in their eyes which is a sign of attention and trust. We actually try to do this without realising, but the screen and the camera are at two different heights.
This means that when we look at the screen to try and look at them, we’re actually looking away from their face and it shows on screen.
So look into the camera, chat about their day and once you’ve connected then it’s time to listen.
You can make this a little easier by having the camera further back from your face.
Stage #2: Ask, listen and dive deeper
This makes up around 50% of the entire call or more.
Because the better you can understand their problem, the better you can help them.
The key here is to ask, listen and dive deeper.
It’s not about you it’s all about them. If they feel listened to then not only will you be able to connect your offer to their issues better, but they’ll want to work with you regardless.
So don’t just sit there and wait for your time to talk.
Actively listen and take notes.
You want to find out their problems, the cause behind those problems, how it affects them and the deeper aha moments behind it.
Even better, you want to pay attention to the language that they use to describe these issues.
It’s far easier to sell to someone if you don’t have to push or convince- instead they come to an aha moment and convince themselves…
So here’s how it works:
We’re going to use a form of Socratic questioning.
We want to find out the answer and the reason behind that answer. The deeper we can go the more of the ‘truth’ we can find.
(People will often tell us the answer they think we want to hear, or the excuse they’ve been telling themselves. But the fact is, there’s usually a deeper reason behind that, and if we can find that out and get them to it, then we can help them far better.)
It can vary depending on your offer but the questions usually look something like this:
- What are you struggling with right now?
- Any particular challenges or frustrations?
- When did you realize that this was a problem? What happened?
- Have you dealt with/tried to solve X before?
- What are your goals right now?
- What do you want to change?
- What would success in X look like to you?
- How would you know you had succeeded?
- What would your related goal be like?
- What would it mean to you to solve this?
- What would your life look like with this solved? How would you feel?
Remember to keep going deeper and simply let them keep talking.
You don’t need to use these questions in this order- it’s just usually the flow that most people will have when discussing an issue.
Your goal is to listen and then try and get more information about the answer they just gave, NOT jump to the next question.
Rather than asking them to expand or more info, look for the wording that they use:
“We’ve tried promoting our content in the past, but never really felt that it did anything for us”
“What made you feel that was the case?”
“I think we were scared of sharing our content and being rejected.”
“Why do you think they might reject you?”
“If i’m honest, I don’t think our content was up to standard. We were just churning out low quality content and I knew that we needed to improve it.”
You’ve learned their problem while leading them to an aha moment of their own.
By doing this you get down to the root cause of their issue, and then you can use this later to connect to the benefits of what you do in your offer.
Don’t butt in or try to share a similar story until AFTER they have fully finished. (Otherwise you’ll miss out on the gold).
The longer the answer they give, the more they will understand the issue.
Be sure to listen to what they say and use that to help dive deeper
The best way for you to get your solution to resonate (and actually see that you offer what they need) is to help them have that aha moment on their own.
Stage #3: Introduce the solution
So now that you understand their problems, you can start helping them connect with the solutions.
You’re not making the offer yet.
You’re simply showing that:
- You heard them and their issues
- You both understand the root cause of that problem
- You’re connecting that solution to what they want
Now this can be a few things.
It could simply be you chatting back to them and breaking down each of these issues one by one.
Or it could be a product tour or behind the scenes, or it could be you doing research into what they want and what you can offer.
If you were an SEO agency, you could be looking into the SEO for their site now live on screen share.
(If screen sharing be aware of what else you have open on screen)
The main thing to remember is this:
You need to address each of THEIR problems that they brought up.
Don’t just follow a scripted tour- instead show them how you can fix those main things that they are worried about and focus on that.
(Everything else that you offer is a benefit)
Tell a story with their pains and desires as the focus. Address each problem and how it can be solved with what you have, and if it can’t then let them know, as admitting shortfallings can build trust also.
Help them connect the dots of the problem and pain, with the solution + use their own mirror language to connect. I.e the language that they used to describe their issues.
Pain> problem > solution> additional benefit that ties into it from your offer.
Want to be even better at sales?
While you’re going through this, try and address any next step objections in advance also.
What do I mean?
Well when people see the solution they often come up with excuses of what’s needed next.
By bringing them up in advance you can help bypass this and pre-frame the situation.
“Sure it will take almost 2x longer to write better content, BUT it will also make it convert almost 8x more than what you’re doing now.
This means more conversions, and sales and less feeling like you need to write all the time for your content to work for you”
Finally once you’re walked them through the tour you want to recap and recommit to where they are now, and the problems that they have, and what life can be like.
- The problems that they still have and the solutions.
- What life is like now and how it will be if it stays that way.
- What life could be like with it solved.
- How much it could save them,/make them etc
Once you’ve done that, then they’re ready for the offer.
Stage #4: Make the offer
Now the beauty of this process is that people will want to buy, even when you don’t make an offer.
Because they feel like you understand their problems and needs like no one else.
So go ahead and make the offer and walk them through the details of what they’ll get and how it works.
Describe it all as if they are already a customer.
If you offer any guarantees then let them know about it now also, so it can help them feel like they’re lowering any risk and are making a good choice.
Want to close them right away?
Add some form of benefit or scarcity.
Well if you’re an agency it could be that you really only can take x new clients a month.
So let them know that if they pay now or in the next 48 hours, then you can guarantee them a spot.
If not then it may get taken by someone else.
(But only if its the truth)
You can even do this by selling the next step.
I recently migrated web hosts due to a hosting issue with our training platform plugin.
Not only did I get fantastic support via chat, but the sales rep would stay on the line and migrate my entire site across while I waited, if I was going to buy now.
(They would still do this but there may be a wait later on- he was free right now and could jump on it)
This was an IMMEDIATE removal of pain and it helped remove any upcoming objections and apprehensions I might have had about doing it myself.
Another example is Convertkit. A HUGE email marketing platform that started out with a tiny team.
How did they stand out?
Not only would they migrate customers across to their platform, but they would set up every email automation they currently had, but on their platform instead.
This means zero work for the customer while being able to move to a better platform.
Stage #5: Get the payment
All the hard work is done.
You’ve made the offer and they are interested so simply give them a way to buy from you.
Either a direct link to purchase or send the proposal and invoice asap.
So there you have it.
A simple but incredibly effective way to start selling via video call or conference.
And like we said at the start. The best part is that once you have this process down, it can totally change your day to day sales activities and cut down on needless travel.
Try it in your next call and let us know how it goes! If you don’t want to mess around with having your prospect download the correct video software, send them your SimplyVideo link to start an in-browser video conference.