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 process. 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 and made a decision based on the following criteria:
Video communication helps remove bottlenecks in the evaluation and purchasing process by shortening, personalizing, and making that process easier for sales teams.
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. Here are three ways I use Loom video messaging to cut through the noise, ensure outreach resonates with executives, and mitigate executive bottlenecks.
One of the biggest roadblocks for any deal is the speed and effectiveness of getting that first connection with executives. Even when the interest is there, scheduling a call with an executive at any organization can take multiple outreach efforts — adding days or weeks of lag time.
What can you do to get a first meeting sooner — or replace it 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
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.
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 ready to go. If I know a potential executive’s worry could be security, for example, I bring in a colleague from the Risk and Compliance team 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 process than ever before. Stage 2 Capital Managing Director Mark Roberge recommends investing in understanding the end users (or “coaches”) involved in the evaluation process: “What are companies talking about in their company-wide meetings? Ask questions and reflect their language back to them in your interactions.”
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.
Asynchronous communication with video is more than a passing trend to increase sales; it’s an essential method of nurturing executive prospects and increasingly cross-functional evaluation teams — and sustaining relationships once they become customers.
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