#CX 35 - 3 Signs You Should Add a Video w/ Ethan Beute

WEBVTT 1 00:00:06.040 --> 00:00:10.390 A relationship with the right referral partner could be a game changer for any BEDB 2 00:00:10.509 --> 00:00:15.150 company. So what if you could reverse engineer these relationships at a moment's notice, 3 00:00:15.189 --> 00:00:20.629 start a podcast, invite potential referral partners to be guests on your show 4 00:00:21.269 --> 00:00:26.019 and grow your referral network faster than ever? Learn more. At Sweet Fish 5 00:00:26.100 --> 00:00:35.929 Mediacom you're listening to be tob growth, a daily podcast for B TOB leaders. 6 00:00:36.530 --> 00:00:40.009 We've interviewed names you've probably heard before, like Gary vanner truck and Simon 7 00:00:40.090 --> 00:00:44.369 Senek, but you've probably never heard from the majority of our guests. That's 8 00:00:44.409 --> 00:00:49.009 because the bulk of our interviews aren't with professional speakers and authors. Most of 9 00:00:49.049 --> 00:00:53.600 our guests are in the trenches leading sales and marketing teams. They're implementing strategy, 10 00:00:53.679 --> 00:00:58.200 they're experimenting with Pactics, they're building the fastest growing BTB companies in the 11 00:00:58.240 --> 00:01:00.759 world. My name is James Carberry. I'm the founder of sweet fish media, 12 00:01:02.000 --> 00:01:04.629 a podcast agency for BB brands, and I'm also one of the cohosts 13 00:01:04.670 --> 00:01:08.469 of this show. When we're not interviewing sales and marketing leaders, you'll hear 14 00:01:08.590 --> 00:01:12.549 stories from behind the scenes of our own business will share the ups and downs 15 00:01:12.590 --> 00:01:17.989 of our journey as we attempt to take over the world. Just getting well? 16 00:01:18.620 --> 00:01:26.980 Maybe let's get into the show. Hey, if you've been thinking at 17 00:01:26.060 --> 00:01:30.659 all about video in your sales or CS process, you're going to love this 18 00:01:30.739 --> 00:01:34.250 episode. My name is Ethan butued I'm the cohost of the CX series on 19 00:01:34.329 --> 00:01:40.010 the BB growth show and the host of the customer experience podcast, and there's 20 00:01:40.010 --> 00:01:44.290 been a ton of talk about video lately. Not produced video, but simple 21 00:01:44.450 --> 00:01:49.799 personal videos, video voice mails, if you will, simple casual conversational videos 22 00:01:49.079 --> 00:01:55.439 to communicate more clearly, to connect with people more effectively and ultimately to convert 23 00:01:55.480 --> 00:01:57.000 at a higher rate. And this is something that I've been working on with 24 00:01:57.079 --> 00:02:00.909 the team of bombomb for about a decade now. We literally wrote the book 25 00:02:00.909 --> 00:02:05.629 on it. We've got about a thousand people in our database who've sent a 26 00:02:05.829 --> 00:02:09.629 thousand or more videos each and, of course we've got a lot more competition 27 00:02:09.789 --> 00:02:15.469 than we did even two or three years ago. So the strategy or tactic 28 00:02:15.550 --> 00:02:19.939 of adding video into your communication process, whether you're in sales, marketing, 29 00:02:20.219 --> 00:02:24.939 CS, leadership and management, recruiting an employee engagement, really is a smart 30 00:02:25.099 --> 00:02:30.210 next step, a nice compliment to the phone calls, the emails, the 31 00:02:30.370 --> 00:02:35.009 text messages, the social messages that you're relying on to be successful every day. 32 00:02:35.409 --> 00:02:38.409 And there a variety of reasons why that is not the topic of this 33 00:02:38.530 --> 00:02:44.439 episode. But again it's about human connection, clearer communication and higher conversion from 34 00:02:44.479 --> 00:02:47.840 micro conversions like email replies and return phone calls and clicks to fill out that 35 00:02:49.000 --> 00:02:53.080 form, let's say, to the macro conversions of sign contracts and things like 36 00:02:53.280 --> 00:02:55.360 that. When I do want to share is where to start. If you 37 00:02:55.520 --> 00:03:00.550 like the idea but you're not sure where it belongs, you need to look 38 00:03:00.669 --> 00:03:05.909 at all of the touch points across the marketing, sales and customer success cadences. 39 00:03:06.349 --> 00:03:09.870 Look at your employee communication. What does it like to recruit and engage 40 00:03:10.509 --> 00:03:17.379 and select and hire and on board and make productive new team members? Same 41 00:03:17.500 --> 00:03:22.379 thing for all of your customers. How do you generate awareness? How do 42 00:03:22.419 --> 00:03:25.219 you engage those folks? How do you get people to set appointments and actually 43 00:03:25.219 --> 00:03:30.050 show up? For them to see you as the preferred supplier for whatever product 44 00:03:30.090 --> 00:03:34.729 or service you're offering, to make that commitment to make your business part of 45 00:03:34.770 --> 00:03:38.009 the way that they do business. And then, of course, on boarding, 46 00:03:38.210 --> 00:03:43.240 engagement, activation, expansion, renewal, upsell, cross sell and all 47 00:03:43.319 --> 00:03:47.000 those other things that make our businesses successful. So as you look at all 48 00:03:47.120 --> 00:03:51.879 the different touch points you have for your prospects and customers and your recruits and 49 00:03:51.960 --> 00:03:55.310 your employees, you're going to immediately find some spots to add video. But 50 00:03:55.469 --> 00:03:59.270 what are you looking for? How do you find those spots? Here are 51 00:03:59.509 --> 00:04:03.349 three ways to think about it. Number One, where can you build stronger 52 00:04:03.389 --> 00:04:09.189 human connection? Where in that process would it be super valuable if the person 53 00:04:09.310 --> 00:04:13.300 on the other side of that message felt like they knew you before they ever 54 00:04:13.419 --> 00:04:18.060 met you? This goes to things like initial outreach or cold prospecting, actively 55 00:04:18.100 --> 00:04:23.980 reaching out to engage in recruit a potential employee. These early in the process 56 00:04:24.100 --> 00:04:28.529 pieces, but in addition it's getting back in front of a customer or reaching 57 00:04:28.730 --> 00:04:32.850 out and congratulating and employee. Anywhere where that human connection is super valuable is 58 00:04:32.889 --> 00:04:39.519 a great place to stop relying exclusively on plane typed out text and instead be 59 00:04:39.720 --> 00:04:44.079 truly personal, where you look someone in the eye through a Webcamera smartphone in 60 00:04:44.199 --> 00:04:48.040 in a casual, unscripted way connect and communicate with them more effectively. You 61 00:04:48.120 --> 00:04:53.110 know ultimately in a sales process, whether it's recruiting an employee or generating a 62 00:04:53.189 --> 00:04:56.709 new customer, the goal is to get to a facetoface meeting. We do 63 00:04:56.870 --> 00:05:00.629 that a lot on zoom because we work nationally and internationally here at bombomb. 64 00:05:00.910 --> 00:05:04.069 You probably do similar if you work locally. You might actually physically get together 65 00:05:04.149 --> 00:05:09.379 with people, but the goal in any of these processes is to get facetoface. 66 00:05:10.019 --> 00:05:14.379 Why not get their faster and earlier and build that human connection by getting 67 00:05:14.420 --> 00:05:18.980 facetoface through a simple personal video? This allows you to humanize yourself and humanize 68 00:05:18.980 --> 00:05:24.569 your business. You're no longer an email signature, you're no longer a faceless 69 00:05:24.610 --> 00:05:29.810 company. You're a real person with the real opportunity and real solutions to their 70 00:05:29.889 --> 00:05:33.689 challenges. One of the powerful things here is that time and attention are gifts 71 00:05:34.089 --> 00:05:38.360 and they cannot be faked. When I look you in the eye and send 72 00:05:38.399 --> 00:05:44.160 you a truly personal video answering your question or patting you on the back or 73 00:05:45.000 --> 00:05:48.360 helping you take the next step forward, that time and attention cannot be faked. 74 00:05:49.029 --> 00:05:53.509 It allows someone to know that they've been seen and heard and felt and 75 00:05:53.629 --> 00:05:59.269 understood, and that's all any human wants period. That's the most important thing 76 00:05:59.310 --> 00:06:01.870 that we need, is that time and attention of other people, validation and 77 00:06:01.910 --> 00:06:08.180 affirmation of who we are. Video delivers that in a way that other mediums 78 00:06:08.420 --> 00:06:11.420 just can't. And, by the way, if you reach out to me 79 00:06:11.579 --> 00:06:15.899 with a piece of feedback about the customer experience podcast, email me Ethan at 80 00:06:15.939 --> 00:06:19.889 Bombombcom I'll send you a personal video back. Number two, when you need 81 00:06:19.970 --> 00:06:25.250 to manage emotion or tone, and this could be positive or negative. Obviously, 82 00:06:25.569 --> 00:06:28.449 if you want to add that emotion or add that tone in a message 83 00:06:28.490 --> 00:06:31.920 of gratitude, a thank you message or congratulations, write a personal or professional 84 00:06:31.959 --> 00:06:34.759 one. If you see that someone just got a new promotion or a new 85 00:06:34.759 --> 00:06:39.480 job on Linkedin, sure you can click like and you can add a comment, 86 00:06:39.800 --> 00:06:42.199 but how much more meaningful would it be if you look them in the 87 00:06:42.279 --> 00:06:46.000 eye for thirty five seconds and congratulated them on the move and made yourself available 88 00:06:46.000 --> 00:06:49.470 if they need any help in the transition? Or let's say you're on facebook 89 00:06:49.470 --> 00:06:54.069 or instagram and you see that someone son or daughter made captain of the team. 90 00:06:54.310 --> 00:06:57.430 How Nice would it be to reach out, not just by clicking the 91 00:06:57.550 --> 00:07:00.629 heart or clicking like or dropping a comment. Those are nice things to do 92 00:07:00.829 --> 00:07:02.620 too, but how much more meaningful would it be to reach out with a 93 00:07:02.699 --> 00:07:08.060 simple twenty or thirty two video to congratulate the parents and wish that child and 94 00:07:08.220 --> 00:07:12.899 awesome season? Simple stuff, positive emotions, but it delivers it in a 95 00:07:12.980 --> 00:07:16.050 way that a little typed out message with an exclamation point and even an emoticon 96 00:07:16.410 --> 00:07:21.370 cannot do. But on the other side, negative emotion, negative tone, 97 00:07:21.410 --> 00:07:25.529 you need to manage that as well. I hear this a lot, especially 98 00:07:25.610 --> 00:07:29.970 in customer service, customer support and custom summer success. People are confused, 99 00:07:30.000 --> 00:07:32.560 frustrated, sometimes even angry. How do you manage that? How do you 100 00:07:32.839 --> 00:07:39.680 reach out an empathetic way to manage that situation, deffuse it and help people 101 00:07:39.800 --> 00:07:43.279 take the step forward? Video is a great way to do that. Bad 102 00:07:43.399 --> 00:07:48.069 News messages and apology messages are awesome in video, and there's an interesting reason 103 00:07:48.189 --> 00:07:54.910 why, and it's that bad news is cognitively more engaging. It's heavier, 104 00:07:54.949 --> 00:07:59.100 it takes longer to process. So when we reach out with bad news directly 105 00:07:59.220 --> 00:08:03.459 on the phone or directly in person, we're basically just through the dynamics of 106 00:08:03.540 --> 00:08:07.060 that exchange. We're expecting an immediate reply or response to the bad news in 107 00:08:07.180 --> 00:08:11.500 the moment, on the spot. If instead you record a simple message, 108 00:08:11.699 --> 00:08:16.730 be sure to manage that tone properly, empathize with the person, let them 109 00:08:16.769 --> 00:08:20.170 know that you see them and hear them, and then you something like the 110 00:08:20.769 --> 00:08:24.689 email open alert or the video play alert to know that they've received it and 111 00:08:24.810 --> 00:08:28.879 reach out after that. You're giving them the time and space to process that 112 00:08:30.040 --> 00:08:33.320 bad news so that when you do reach out, you can start in a 113 00:08:33.399 --> 00:08:37.600 very productive direction. Sales, and we're all in sales, is fundamentally the 114 00:08:37.759 --> 00:08:41.830 transfer of emotion. When you want to capture emotion, especially positive emotion, 115 00:08:43.269 --> 00:08:48.309 video is a great way to do that. Third and finally, when there's 116 00:08:48.389 --> 00:08:52.710 detail or complexity. So many of us have what is often termed a complex 117 00:08:52.789 --> 00:08:56.700 sale. If it wasn't a complex sale, humans would need to be involved. 118 00:08:56.059 --> 00:08:58.940 I don't need a human when I'm going to go online and order a 119 00:09:00.019 --> 00:09:03.659 widget from, let's say Amazon. Right humans have been removed from most of 120 00:09:03.700 --> 00:09:09.659 those processes. So we're often dealing with messages that have detail, some level 121 00:09:09.700 --> 00:09:13.090 of nuance, some level of complexity. So instead of responding to a customer 122 00:09:13.129 --> 00:09:18.289 or prospect inquiry with a four paragraph email and two links to support articles, 123 00:09:18.570 --> 00:09:20.570 which, by the way, looks like a giant homework assignment. Why not 124 00:09:20.769 --> 00:09:26.159 just help them click record and speak back to them in lead person's terms, 125 00:09:26.840 --> 00:09:31.240 help them understand the situation and help them move forward? Just talk to people. 126 00:09:31.519 --> 00:09:35.399 It's so much more effective. It's typically easier and faster for you to 127 00:09:35.519 --> 00:09:39.029 do this and it's a better experience for your customer. They understand the information 128 00:09:39.309 --> 00:09:43.590 even better because it's your tone, it's your pace, it's your inflection, 129 00:09:43.669 --> 00:09:48.070 it's your face, it's your body language and all those other rich elements. 130 00:09:48.110 --> 00:09:50.990 It's not just what you say, but it's how you say it that gives 131 00:09:52.190 --> 00:09:56.580 meaning to the message. And when that detail or complexity involves, say, 132 00:09:56.259 --> 00:10:03.259 document or a presentation or a report that you have on your screen in excel 133 00:10:03.379 --> 00:10:07.850 or Google sheets or in power point or a pdf that you want to walk 134 00:10:07.929 --> 00:10:11.570 someone through, the detail of screen recordings are a great way to do that. 135 00:10:11.610 --> 00:10:15.370 It's a great way to show and tell in a way that helps people 136 00:10:15.570 --> 00:10:20.769 understand what needs to happen or the detail or complexity involved in that report, 137 00:10:20.440 --> 00:10:26.120 in that presentation or in that form. One pro tip here always keep your 138 00:10:26.200 --> 00:10:31.519 face on the screen. In a screen recorder like ours at bombomb you can 139 00:10:31.559 --> 00:10:35.710 go full screen just with the document, full screen just with yourself, or 140 00:10:35.230 --> 00:10:39.629 full screen document with your face in a little bubble. I always recommend at 141 00:10:39.669 --> 00:10:45.309 a minimum keeping yourself in that bubble. That eye contact, that facetoface, 142 00:10:45.549 --> 00:10:50.299 is so powerful for you being the trusted advisor and for helping people feel more 143 00:10:50.419 --> 00:10:54.779 connected to you, to the company and to the information that you're presenting. 144 00:10:54.820 --> 00:10:58.500 Another pro tip here, when you've made an important point, that detail that 145 00:10:58.580 --> 00:11:03.740 you don't want them to forget, stop, look directly into the camera and 146 00:11:03.940 --> 00:11:07.970 restate yourself. When you're doing a screen recording, and natural tendency is to 147 00:11:07.049 --> 00:11:09.889 look at the screen and explain what you are looking at, but what you're 148 00:11:09.889 --> 00:11:15.169 doing there is breaking eye contact with the camera. That I contact is so 149 00:11:15.409 --> 00:11:20.080 valuable to building that relationship and again becoming that trusted advisor, that trusted expert 150 00:11:20.279 --> 00:11:24.759 that they can always go to when they need help from someone like you. 151 00:11:24.639 --> 00:11:28.200 So again, when you want to build human connection and have people feel like 152 00:11:28.279 --> 00:11:31.759 they know you, when you want to manage emotion or tone, positive or 153 00:11:31.909 --> 00:11:37.350 negative, or when you need to tackle detail complexity of your nuance. These 154 00:11:37.389 --> 00:11:41.950 are three great signs that video belongs in that touch point along the customer life 155 00:11:43.029 --> 00:11:46.299 cycle. Not every single one of these videos needs to be truly personal where 156 00:11:46.299 --> 00:11:50.860 you greet one person by name and speak very specifically to him or her. 157 00:11:50.259 --> 00:11:54.580 You can find points for evergreen videos, and by that I mean a video 158 00:11:54.580 --> 00:12:00.179 you record once and use over and over and over again as the situation comes 159 00:12:00.259 --> 00:12:05.850 up frequently. Ask questions. are a great basis for producing these evergreen videos. 160 00:12:05.889 --> 00:12:07.690 Ultimately, though, if you want that engagement, you want people to 161 00:12:07.769 --> 00:12:11.649 truly feel seen and to know that you value and appreciate them, that one 162 00:12:11.809 --> 00:12:18.360 to one video is by far the most powerful connection emotion, detail. Three 163 00:12:18.480 --> 00:12:20.320 signs to look for. My name is Ethan, Butaut if you have any 164 00:12:20.360 --> 00:12:24.720 questions at all. Again, we literally wrote the book on this. It's 165 00:12:24.759 --> 00:12:28.240 called Rehumanize Your Business. It's been an Amazon number one best seller and business 166 00:12:28.279 --> 00:12:33.230 sales, business communication and customer relations. So obviously you can fide it in 167 00:12:33.230 --> 00:12:39.029 Amazon or you can learn more about it by visiting Bombombcom forward book. That's 168 00:12:39.110 --> 00:12:45.779 bomb bombcom book. Thanks so much for listening. I hope you found this 169 00:12:45.820 --> 00:12:50.059 valuable and I look forward to you adding some video and your sales, marketing 170 00:12:50.139 --> 00:12:54.779 and CS processes to rehumanize your communication and, ultimately, to rehumanize your business. 171 00:12:58.330 --> 00:13:03.370 We totally get it. We publish a ton of content on this podcast 172 00:13:03.490 --> 00:13:05.570 and it can be a lot to keep up with. That's why we've started 173 00:13:05.690 --> 00:13:11.210 the BOB growth big three, a no fluff email that boils down our three 174 00:13:11.330 --> 00:13:15.960 biggest takeaways from an entire week of episodes. Sign up today at Sweet Phish 175 00:13:16.039 --> 00:13:20.759 Mediacom Big Three. That sweet PHISH MEDIACOM Big Three