It’s tough out there, outbound prospecting gets harder and harder. Where as, when I started selling 25 years ago you could talk to 1 in 5 people, now people are expecting you make 100 calls in a day or is it 120 calls day. I’ve heard it’s 250 calls a day.
The problem is the “interruption”, nobody likes it anymore. The interruption or interruption marketing as it’s called was invented back in the 1930s. People were interrupted back by advertising in newspapers and as people were not very sophisticated it was kind of OK.
Brands made money off the back of interruption. Certainly in my early career in sales, as email wasn’t that adopted (yes there was a time) it was easier to call people up.
Fast forward to today and lots of things in sales have changed. The internet, mobile and social media, for starters. Add too that people’s attitudes have changed so has technology and legislation.
How do I mean? In the past, if you wanted to know about a product or service you would phone up and ask to be sent a brochure. Three days later (if you were lucky) a brochure would arrive in the post. Now if you want to buy a product you go online and do your own research. I’m sitting on the train on the way into London writing this and my partner is on her mobile researching to buy something.
This new found ability to research products and services have added further to the fact that people are pissed off even more when you interrupt them.
Sales was also based on the “push” method, which is the Jeb Blount school of Selling. Which is where you call people and keep calling and keep calling and you would push (bully) them down the sales funnel. A friend of mine we would joke that clients would say to him “look we will buy your shit if you promise never to call us again”.
That doesn’t work anymore because I can block you on my phone using simple standard iPhone technology. And if you cold call me I will. Plus under GDPR I can ask for my right to remain forgotten, I did this recently with a company that started bothering me.
So what has this got to do with video?
Well I spotted some “video gurus” when you read the term “video gurus” think “they make money by teaching you how to use video”. Of course, no guru is a charity.
There was some research, which read like the immaculate conception. “Video is going to boom” and by “millions of percent” and “you would be mad not to be into video”. Of course they will say they that you are thinking, they make money by you running head long into video.
But and it’s a big but.
What they are teaching you to do is interrupt people with video.
It’s just a video cold call.
Now you won’t take the persons cold call, do you really think prospects will watch a short video. Of course they won’t!
People want to deal with people they trust, people they have a relationship with. They work out if they trust you by looking at your LinkedIn profile. Do you look like a spammer? Do you have no profile at all? Do you look like you are about to sell them shit? Do you look like somebody they can trust and work with? All up to you.
People who read this article also read these: