Leverage Video to Set Yourself Apart [Fred Copestake] Ep #269

According to Fred Copestake, social selling is using the platforms and technology available to you to create a personal brand and start conversations. Digital selling is using technology to continue conversations. The use of video (synchronous or asynchronous) is a piece of the puzzle that’s often neglected. Hear why Fred thinks that’s a huge mistake in this episode of Sales Reinvented!

Outline of This Episode [1:08] The difference between digital and social sales [1:49] How to improve digital and social selling [2:36] Fred’s perfect digital selling strategy [3:50] The attributes of a great digital seller [4:51] Tools, techniques, and strategies to improve [7:55] Top three digital selling dos and don’ts [9:58] What not to do when recording a video Fred’s perfect digital selling strategy

Fred’s digital selling blueprint is built around video. What do you need to do on video? What’s the purpose? To communicate or achieve a goal, right? Salespeople need to be equipped with the time and skills to utilize video with their prospects and customers. The use of video in digital sales is what will keep them engaged and move the sales process forward. 

Tools, techniques, and strategies to improve

Fred recommends Vidyard all the time as an asynchronous video option. It’s free and easy to use. If you’re talking synchronous video, you’ll need Zoom, Teams, etc. Then you need to figure out where and how to apply it. Where can it be used in the process? With prospecting? After-meeting follow-ups? To send a proposal? 

What is the video trying to achieve? Fred emphasizes that you must be succinct and punchy. You can get a lot across if your video is well-constructed. Another expert tip? Fred recommends investing in a great microphone to make sure you’re recording great audio. If people can’t hear you, they check out and lose concentration. The perceived credibility of the speaker also lowers if they can’t hear you. 

Top three digital selling dos and don’ts

Fred shares some great dos and don’ts: 

Get a good microphone. Don’t mess about with childish backgrounds in your videos. Use a natural background that is tidy. Avoid moving off-screen or out of the shot. You are on the video all the time—act like it.  Encourage your customer to have their video on. People will feel more engaged and it’s closer to the real-life environment.  Don’t miss out on the opportunity to do things that some salespeople are holding back on. It’s still in its infancy and you need to take advantage of video. What NOT to do when recording a video

Fred decided to embrace sending video emails, especially because it’s something that he preaches. He was trying to get a guest on his podcast to talk about virtual selling. In fact, he was sending a video to Tyler Lessard, one of THE experts on digital selling. So he recorded a video using Vidyard. 

Fred tried to be clever in his video and hid behind his chair, saying, “People are scared, please come on, share all of these great tips…” He sent the video without reviewing it. Turns out, he sent the video without sound. He sent a silent video of him cowering behind a chair. He prepped for the video, reflected best practices—making it relevant and personal—but forgot to double-check before he sent it. Tyler did end up on his podcast, Fred jokingly saying it was likely out of pity more than anything else. 

It’s all about preparation and follow-through. He thought about what he was going to say, how he was going to say it, and the purpose behind it (what he wanted to achieve). It was punchy and short and interesting. Give yourself a moment to prepare—and execute—well. 

Resources & People Mentioned Vidyard Selling Through Partnering Skills Tyler Lessard Connect with Fred Copestake Brindis Connect on LinkedIn Follow on Twitter Connect With Paul Watts  LinkedIn Twitter 

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