From the Desk of John Kumpunen:

Using video in complex corporate sales

Are you wasting time by telling the same story to each new prospect? Fighting the front-desk gatekeepers trained in martial linguistics? Trying to reach the elusive decision makers? Spend that time actually closing, filling orders, and on new-market development. Show and tell with internet videos, iPOD, DVDs at their convenience…

In a multi-layered, complex, Rackham-like SPIN sale, you can make the message available to all the influencers and decision makers at their convenience. No black-belt gatekeepers with training in martial linguistics. Smart use of multimedia can expedite sales by 72%. Video increases comprehension by 50% and increases memorability by letting the buyer “see with his eyes what he is hearing with his ears” (Rosser Reeves, Reality in Advertising, 1961).

In telephone sales, you can sell Atlanta, Chicago, Dallas within hours without airport security checks. You can direct the client to watch the introductory video, then go to Problem Questions and Implication Questions on the phone. You’ve already dissolved a number of objections, and you can close faster.

Save on travel expenses. Why send a 200-pound body across the land when all that is needed is his 3-pound brain. The sole purpose of this sales tool is to close the sale, or to bring the prospect as near the decision as possible — without being there. No travel, no hotels, no wasted time on the road. Use videos as remote selling tools—globally 24/7.

Even a newbie salesman can make many, many more calls with increased confidence when he is backed up by powerful multimedia sales tools. Lay the ground work for the newbie, arm him with good multimedia stuff, and rehearse him on the probing questions.

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