The Manufacturing Executive
The Manufacturing Executive

Episode · 1 year ago

Add a Powerful Human Element with Video Messaging w/ Ethan Beute

ABOUT THIS EPISODE

Video messaging is not just a new technology to learn, it's a way to connect with human beings that aligns better with how people prefer to communicate these days.

It allows you to lead with your very best asset — yourself.

In situations where face-to-face sales meetings are not always possible, recording a video allows others to take in your message when it’s convenient for them, builds a feeling of psychological proximity, and offers more personalized interaction than a wall of text.

On this episode of The Manufacturing Executive, we connect with Ethan Beute, Chief Evangelist at BombBomb, author, and host of The Customer Experience Podcast, and discuss all the ways in which using video messaging in your business can increase trust, make complex issues more digestible, and boost customer relations with humanization.

Here's a sneak peek:

  • Getting into the routine of utilizing video messaging helps you develop a healthy habit of gratitude.
  • A video message is the modern day handwritten note when used as a thank you or encouragement message.
  • The Video Adoption Guide is the fastest way for you and your team to get going (and keep going!) with personal video messages.
  • Overcoming the initial technology barrier can be challenging, so begin with simple, heartfelt messages like thank you, congratulations, and job well done.

OPTIONAL: Check out these resources we mentioned during the podcast:

  • Rehumanize Your Business: How Personal Videos Accelerate Sales and Improve Customer Experience, but Ehtan Beute and Stephen Pacinelli
  • Joe Sullivan, Gorilla 76 Thinker & Founder

You can find this interview, and many more, by subscribing to the The Manufacturing Executive Podcast on Apple Podcasts, on our website, or on Spotify.

When you look them in the eye through the camera lens and speak specifically to their need or want or opportunity or challenge or question or again, a message of gratitude in that creates this moment that builds psychological nearness and appreciation toward you. That is a benefit to both parties, because trust and, I think it's some layer, gratitude are the currency of all commerce. Welcome to the manufacturing executive podcast, where we explore the strategies and experiences that are driving midsize manufacturers forward. Here you'll discover new insights from passionate manufacturing leaders who have compelling stories to share about their successes and struggles, and you'll learn from B tob sales and marketing experts about how to apply actionable business development strategies inside your business. Let's get into the show. Welcome to another episode of the Manufacturing Executive podcast. I'm Joe Sullivan, your host and a CO founder of the Industrial Marketing Agency guerrilla. Seventy six so I have two, and soon too be three, little kids at home and I was thinking recently about how amazing it is that we have facetime with grandma and GRANDPA and Wisconsin and all of us in St Louis. The ease of simply clicking a button that allows them to talk facetoface with someone they love who's four hundred miles away is a pretty special privilege that couldn't have happened as recently as ten or fifteen years ago. To see a face while hearing a voice. Now bring that same idea into your business setting. We've all gotten used to zoom and teams meetings after a year and a half of pandemic life, but what about the messages you send to others, prospecting emails, follow up calls, thank yous and messages of gratitude, or even just regular daily internal communications with your teammates or employees? Think about the impact of someone seeing your face and hearing your voice, as opposed to just reading a wall of text on a screen. What many people don't realize is that this kind of thing is pretty darn accessible these days, and my guest today is going to talk all about it. So, on that note, let's get into today's conversation. This is one of my favorite interviews that I've conducted on this show and I hope you find it as valuable as I did. Chief evangelist at Bombomb, coauthor of Rehumanize Your Business and host of the customer experience podcast, Ethan Butte has spent the past decade helping business professionals be more personal and human through simple video messages. He sent more than twelvezero videos himself. He's also spent a dozen years leading marketing teams inside local television stations in Chicago, grand rapids and Colorado Springs. Ethan holds undergraduate and graduate degrees from the University of Michigan and you CCS in communication, as I coology and marketing. Ethan lives in Colorado Springs with his wife and son Ethan. Welcome to the show. Thanks so much. Happy to be here. I appreciate you bringing this conversation to the folks in your very intimate and specific audience. I going to be fun. Yeah, I'm excited. You know, it's I've been meaning to have you on the show for a while. I've known you for a bit here and this topic is one I just love for my manufacturing audience because, as we're going to talk about here, it's this is a sector that's traditionally been very sales heavy and they're good and sales and a lot of ways, but on the technology front, whether that means marketing or sales technology, whether you know using video this, they tend to be behind and and it's there's like this technology hurdle and barrier that if we get just get people through this stuff and trying these things out, it can be transformational. So I can think of anybody better to talk about this particular topic than you. Cool. Thank you. And there is really an intersection. Not to get too far ahead, but there really is an intersection. Like once you get past the absolute basics of the technology, and we won't...

...be too technical here at all because it isn't, it isn't really about that, we can return to what I know is important in this space, which is relationship, breaking down complexity and detail, maintaining contact, meaningful contact over a long sales cycle, all of these things. Once we get past the basic technology, it really is about human to human communication, being of service and value and all the other things that I know are important to getting deals done. Yeah, and I know there are heads nodding right now, because that's exactly right. This is a lot of these businesses that I talked to all the time in the manufacturing sector it's their family owned businesses. Off In second, third generation. They've traditionally built they it's been relationship businesses. They built relationships with people and, you know, you see something like video messaging pop up and where their heads probably go is new technology to learn, whereas where their heads need to go is this is a way to connect with human beings in just a different way that, frankly, align's better with how people want to communicate. Largely is as we kind of, you know, move into this era, especially given what the last year has brought us. Absolutely what I hear from a lot of people who've been in their business for a look, because we work with all kinds of people in all kinds of roles, from the front line to the sea suite. But what I hear from people who are like me, who are there at least a couple few decades into their career, is this makes what I do fun again. This reminds me why I got into the businesses, because they get to lead with their very best sales asset, which is who they are. Yep, absolutely love that. Well, even we're going to get into some different applications for video messaging in this conversation, but one place where I want to start, because I know that it's, you know, impactful for those in the manufacturing sector who embrace it. I can't tell you how many sales or business of folks I consalt that say these exact words to me. Now, if I could just get in a room with my prospect. Yeah, then that's where the magic happens. It's we got to get through the through the front desk or get through the you know, the receptionist, and get to the person that they're trying to reach, the engineer or the person having a technical challenge, and talk shop with them and like dig into the problem they're having. And so I just would love for you to talk about I'm just going to stop. They're like, if I could just get in a room with my prospect, what do you say to them in the context of video messaging? Yeah, I mean, obviously you can. There's no replacement for being eye to eye, facetoface across the table or, you know, whatever the context is. That's the reason we want to be in the room and if we peel that a little bit further, we know that we want to be in the room because we can express ourselves and our sincerity in our interest, in our enthusiasm, our expertise, all these rich qualities that we've built up in ourselves. We can convey that to the other person. Now the reason that alive situation is better than what I'm about to transition to is that you have that feedback loop. You can also read the feedback of other people. You can respond and be flexible and adaptable to what's going on in the moment. You can respond to their questions and objections and all of that. So alive, in person conversation is obviously best. But the same reason that you want to get into that room at some level is the same reason you need to be including video messages before and in order to get yourself into the room, after you've been in the room, after the positive consequences of having been in the room. So what we're talking about here, for folks who aren't familiar, when when we say video messages, we just mean a head and shoulders video recording of you being casual, conversational, as formal as you want to be, but just a simple Webcamera, smartphone video. You can also do a screen recording. We can get into the nuance of that later, but it's just it's not a video for your home page, it's not a video for your youtube channel, it's not a video for marketing per se. This is...

...about replacing what would otherwise be typed out text and complementing things like voice mails and other touch points in order to bring yourself to life and to create these in person moments. Now we've been through the pandemic creating in person moments over zoom or Microsoft teams or Google meeter, whatever we're using, and that's live synchronous video communication. We're both there at the exact same time, so you and I had to coordinate across time zones. Wasn't difficult, but we had a coordinate across time zones to be here at the exact same time to make this moment happen. There's some really strong benefits to that. But in between these, whether it's live in person or live synchronous video communication, there are these moments where we can use recorded a synchronous video messages, and by that I mean I can record a video when it's convenient for me and send it to one person or two three people, or to thirty people or three hundred people or even threezero people, and each one of them opens it up and has this in person experience with me when it's convenient for them, and in this way we're building a psychological proximity because not only can they get the message that we would otherwise if typed out in our keyboard, they get the tone, they get the intent, they get the subtlety, they get the nuance, they get to meet me in the case that they've never met me, if they've heard a voicemail of mine, my face and voice and personality in their inbox or in a linkedin message brings that to life. It compliments these other touch points and we can get into more of the benefits. But this is a video message that is like being in the room, even though it's one way, and it can be used in order to get you into the room, to again follow up after you've been in the room and to and to follow on to the positive consequence of having built some relationship with people. Yeah, great answer. I just think there's such a big difference between a wall of text on a screen and seeing someone's face and hearing their voice, you know, and that applies in so many cases. I'm a big advocate for video content in general within in my marketing process and what we do with clients for that exact reason. You know, it's it's one thing to hear or to see, to read thought leadership content from someone, it's another to actually watch them talk about it. And so I think it's taken that same principle and applying it into, say, the prospecting process or following up after a sales calls, as you mentioned. So I don't know that I was I was going to go there at some point in this conversation. This idea of humanization. Is Anything more you want to say about this idea of humanizing yourself and, along with it, your brand? Yes, and I'll I'll try to keep it really simple at but I'll speak to it a couple different ways. First, to faceless typed out text. The human brain does not recognize the writer of that text, unless perhaps it's a really good friend or a relative or a client you've worked with for a number of years. They see your email signature and it conjures. What does it conjure? It doesn't conjure the previous emails you've written them or the previous text messages you've texted them. It conjures your face and voice from the last time you were together, or from a video message or like this, this emotional resonance, and again I used to term psychological proximity, this psychological nearness where they feel close to you even in the absence of physical proximity, and so it works at that level. Another way, it's against typed out text, which the next layer is kind of this emotional resonance, and emotion starts to sound a little bit softer, a little bit woo woo. But we all have to be really honest with ourselves and know that a lot of decisions, maybe not the ultimate buying decision even that, is influenced by emotion, but the vast majority of our decisions are made every single day, including small ones like should I reply to this email? Should I even open this email? Should I return this phone call? Should I make that personal introduction? Should I make that personal introduction before I do these four other tasks that are in front of me?...

All of these micro yeses that we need are dramatically made on a subconscious level, and that's to say the more primitive parts of our brain that tend to be visual and emotional in nature. Right the most advanced part of our brain is the conscious rational thought. It requires the most labor and therefore our brain and our body don't like to kick decisions up to that layer. So over, ninety percent of our decisions, you research varies, but it's all almost all. Over ninety percent our decisions are made subconsciously. And so when we can create these much more emotional moments, and again I don't mean that you're emoting in some passionate or sad or dramatic or overly happy kind of a way, I just mean when we speak to people with the full range of our expression, our face, our voice, our body, all of the nonverbal cues that are expressed through our face are subconscious. Is Constantly expressed through our face and we're constantly reading the subconscious of others through their face. Is it informs this process. It's what builds trust, it establishes empathetic feelings, it establishes kinship, all these things that we want. And so this idea of letting the same black text on the same white screen represent you, when you could just as easily hit record and talk to somebody using your Webcam, you're missing a huge opportunity to push all out of these buttons that human brains need and want in order to make truly informed and completely informed decisions, and so that's all on kind of your side in the benefits to you. The last thing I'll say that also benefits you, but it's more about the other person or the other people, is that when you take forty six seconds out of your day to say hey, Joe, thanks so much for the introduction to Sarah. We had a great conversation. You were exactly right about you know what we have in common or how much she needs our service, or whatever the introductions for right, if I take forty six seconds out of my morning or my afternoon and send you a thank you video with one or two reasons why I'm appreciative for something you did for me. And you could do this with your employees, you could do with your clients, you could do with your friend, you, anybody. If you simply used video messages to express gratitude once or twice or three times a day A it's going to be a huge benefit to you. It's very healthy for you to express gratitude, but be these other people are going to feel seen and heard and appreciated in a way that even a typed out email won't do. It is similar to a handwritten note. Right, the handwritten notes two things. It says. One, I made this just for you. Right. There's no faking the fact that I didn't mass produce this handwritten note. Now there are services that will fake handwritten notes. That's a hold separate topic for a separate conversation. Just your facial expression. I know that we're on the same page about faking a handwritten note. It's to me. It just breaks the whole spirit of the of the effort. Yeah, so it says I I made this just for you and then also puts your personality on the page. You and I, Joe, could have the same favor done by a common person. We both write a handwritten no exact same words, but just looking at it on the page it's going to feel different. But further we're not going to write the same words, we're going to use language a little bit differently, and so it's a completely unique experience. I made this just for you and my personalities on the page. A video message is the Modern Day handwritten note when used as a gratitude message, because there's no faking that I spent that forty six seconds and whatever it took before that to think about what I was going to say and you get to see it, you get to hear it, you get to experience it in a much more complete and human way than if I had just typed it up as an email or, you know, sent it over as a linkedin message or texted it to you or whatever, and typically stick in Emoji or an emoticon on the back end of it to kind of like punch it up and try to make it a little bit more human. So this idea of allowing other people, whether it's a thank you message or any other message, this idea of speaking directly to one other person in a video message. Ay, it's still shocking the early in this movement not enough people are doing it's the act alone is going to be differentiating. But the real powerful human element, and then I'll give it back to you, is...

...that you are letting someone know that you see them, you hear them, you understand them, you respect them, you appreciate them when you look them in the eye through the camera lens and speak specifically to their need or want or opportunity or challenge or question or again, a message of gratitude, and that creates this moment that builds psychological nearness and appreciation toward you. That is a benefit to both parties because trust and, I think it's some layer, gratitude are the currency of all commerce of the economy in general, and there there was some powerful stuff in there even that was really well said. That was awesome. I'd completely agree with everything you said there and you just inspired me, I think too. I'm a guy who uses a lot of video messaging, frankly, by you know, in terms of when you look at it in the context of the rest of the business world, but some of the things you said, they're just the thank you for an intro like just as opposed to, you know, as opposed to responding back to an employee or coworker about something like just sending him a personal message and saying thanks for helping me out with this thing or hey, you really crushed it on that presentation earlier today, and these are a few things I think you did really well. Or whatever I could see. I can like just I could see all the applications where I could be doing more of this and and yeah, the the appreciation that probably comes from that on the other end is really meaningful. Well, so add one more tactic to that and then we can move on. I keep a notebook. I'm going a handwritten guy. I've always taken by hand to setter. So I keep a notebook at hand and when I hear a team members names, like I'm in our senior leadership meetings, have bomb and if I hear, say, a frontline customer success manager or a frontline business development wrap, if I hear their name mentioned in a senior leadership meeting. A. I don't work with those people directly. I sometimes to have contact with them a lot less since we've been in the been out of the office, but I'll write that down. If I see something on Linkedin, I'll write that down. If I if I'm remote, if it's something comes to mind, if someone comes to mind, I'll write that down and then I'll just block fifteen minutes one morning and just knock out five or six of these like thank you, or I was thinking about you or hey, I just remember this awesome time. When, in that way, a you're developing kind of again at this healthy habit of gratitude in general. But be you're making it easy on yourself because of what has happened to me until I started that habit is someone comes to mind or your appreciative of someone, like maybe out on a walk. I run and hike and walk a lot. I'll be out on a walk or run or a hike and like these things will kind of come and go but I can't act on them in the moment and so they just to skate me. And so by writing them down and then just you know, a couple times a week making these little fifteen minute blocks, I'm able to share these thoughts and feelings with people that make my work more meaningful. I'm sure they don't think of it into transactional way, but I know. I just have confidence that there's a transactional benefit to it, that people are more likely to say yes to some of those micro yess I was talking about before and return the favor and they'll feel awesome about it too, or they'll feel encouraged or they'll get the message. I mean, some of these can be corrective messages of concern or feedback or whatever, and instead of waiting for that next one on one meeting where with your direct report you can give feedback along the way and when you do it by speaking it, you can include some of that you can soften the blow a little bit. I mean, when you type A message out, you're giving away complete control over how the message is read. If you type out a message, even if you're completely well meaning, and someone wakes up on the wrong side of the bed or they just got bad news about their wife or their parent or something, or you know something negative has happened or, on the other hand, something super positive has happened, they're going to read your message differently. You give away all control there. And so, for example, some of our customers are college professors. If a number of college professors who use it ai to introduce themselves to their virtual classes, but then be as they're giving feedback on projects. And of course this supplies to any manager WHO's trying to manage behavior, managed performance, manage outcomes, build into people,...

...make people better. You need to give feedback consistently, but they do it through video because it doesn't feel as harsh or stark or blunt as straight red lining. You know, an assignment, you know. And so again, when you even if you are perfectly well meaning and constructive, feedback or criticism of a team member, if you type that out to somebody, you are giving away your intent in in set some level meaning completely to their own women. I think most people when they hear from their boss. I don't know about you, who I know you work for yourself at this point, but you know, most people tend to have enough self doubt. Even high performing people suffer a lot of this because they always want to be better. In fact, he might suffer it more. If I get a message for my boss, I'm looking for reasons that it has, you know, some kind of a negative charge or a kick in the ass to it that may not actually be there, and so I just went on that tangent. But it helps convey tone, intent and meaning in a way that is meaningful to other people and useful for other people. Totally agree. At cash, I can I can't tell you how many times I remember when I was a kid, like here in that thing from my mom. I don't like your tone of voice. Well, I didn't say anything bad. Yeah, but your tone of voice that I've ever getten so mad. But it's a right. That's what it is, though, and and I think your examples are really good. The way when you you receive a message from your boss as a great one, like you're going to interpret the tone behind that. You're based on. You know, your fears and your self doubt, and when you can see that person smiling at you and delivering a message with an uplifting tone, I mean, Jeez, what a different impact that's going to have on you. So one of of probably many examples. But yes, sincerity is the word that echoes. By the way, if you don't actually mean what you're saying, don't use video because that'll come through absolutely. You go well, and I will say I I remember you may or, given how the twelvezero video messages you said, I got one from you. You and I met because we were in a which I think, I believe you're still in, a kind of a mastermind group with with some other marketing professionals, and I love the group, great guys and everything, but I felt a little like, yeah, this, this probably isn't the right group for me, given my roles in agency owner and Blah, Blah Blah. But but when I when I kind of Said Hey, I guys, I'm going to I'm going to stop, I'm going to exit here, and I got a message from you, like you know, a few days later. That that was it was very sincere. They Joe's a really great getting to know you over the last few months. We'll miss you here. Let's keep in touch. And I remember getting that out of the blue and being like that's really cool, and you're right, it was. It was a twenty, thirty second message. That's all it was, and it was just it was just you being a human being and saying something real, and that really resonated with me and the impression. I had a good impression of you already, but like it just took it up a notch. I'm like, that was really cool, like just a kind sincere, you know, simple message and it took thirty seconds your day to do. You know. Yeah, it's again. It's this gift of your time and your attention. Time and attention are two of the most valuable resources that we have and or things that we want more of. My mention trust is the currency of the economy. Tension is it's necessary precursor in time, is its limitation right, and so when you can give someone the gift of your time and attention, whether it's fourteen seconds or fourteen minutes, there's no mistaking that. And then contrast, if a let's just say a perspective. Customer, you know, you've been in a little bit of conversation with them and they reach out to you with a question. It's a question that you haven't covered in any calls or any other exchanges before, and you spend twenty seven minutes typing up a reply and editing the reply and dropping in a couple of links, etc. Etc. They have no idea whether that took you twenty seven seconds or twenty seven minutes. On the other hand, if you take seven minutes and twenty two seconds, which, by the way, we speak four times faster than we type, and so if...

...it's a question that you already know the answer to, a you're going to save some time by talking instead of typing. Be I think you're going to communicate it in a more complete and clearer way, especially see if it would benefit from a screen recording where you're showing and telling. But the point I want to make on this is, besides saving time, is there's no mistaking the fact that you spent seven minutes, and I forget how many seconds I'm made up in this scenario, but that you spent seven minutes of your time looking them in the eye and saying hey, jeff, it's Ethan. Thank you so much for this question. I hear it from time to time. Typically this is what motivates that question, so I think I know where you're coming from. Happy Again, I got a call and talk about this, if that be helpful, but I wanted to share with you three different ways to think about it. First, Blah Blah, blah, blah, Blah Blah, a second blah blah. But there's no mistaking that you gave that gift of your time and attention. So, whether it's a thirty second, Hey dude, you're awesome, I appreciate you, or whether it's a seven minute here are the three ways to think about this problem, or anything in between. There's no mistaking that gift of your time and attention. And even if you would have given more time and it would have required more of your attention to do it another way, they don't know that. There's no tangible evidence of that. They can't feel it, they'll ever intellectually know it, they'll never even subconsciously know it and, as I said before, in some cases, if you don't know them well, they do in this made up scenario I just offer. But if they don't know you. Well, they won't even assign that twenty seven minutes of writing to a human right or our brains just don't do that. You like people ragot or kind of. You know, psychology majors get get a you know, not a bad rap, but what do you do with that degree? I see it all coming out and everything you're saying right here and being applied in the real world. It's about understanding how people think and how they respond to messaging and interact. I just love the way you're tying all that into you're getting in the shoes of the person on the other end of this message and thinking about like, what are they going to feel when they see this? Right? Yeah, absolutely. In fact, a second book that I wrote with my friends, Steve, who is my co author, on Rehumanize Your Business, is titled Human Centered Communication. Like, we haven't done the marketing on it yet. It comes out in the fall, but it's this idea of human centricity. The first principle of it is to think first and foremost about who's on the other end of it and if we can at least meet them halfway, or perhaps even over halfway, and make it easier for them to verify and understand things like why am I getting this? Who is this person sending it to me? Why did they send it to me? Are they basically competent? Do they have any sense of caring about me? What is their intention here? Is it selfish or is it or is are they coming in a some spirit of service? The more we can make these things clear in our messages and the more were intentional about who were reaching out to, rather than just operating on automatic mode or, worse, operating on selfish or greedy mode, which you know, I think in the manufacturing space you don't probably suffer as much kind of spam automated blasting as some other businesses, not the way you would in Sass or professional services. Are Yet right, because you're here's the in here's the sensitivity, a, depending on how specific that sub industry is, like whatever your specialty is, you know they're only x number of vendors and as a can and they're only x number of customers, and so the more you burn down relationships by being selfish or greedy with your communication with a limited total addressable market. Like how many businesses are there for a generator of this capacity, for example? Right there aren't that many how many hospitals are there in the United States, or whatever the case may be, right and so, you know, I think a lot of people are naturally and intuitively sensitive to that. So that's my kind of qualification. Like there are other businesses that need eightyzero customers in order to be successful, you know, and so they're willing to mistreat millions of people in order to get to those tens of thousands of people, without regard for how, at the at the gentle end,...

...annoying or frustrating it is to get bad messaging and how obnoxious and angering it is at the other end. So, in any case, I appreciate that that recognition of thinking about other people. We don't have to dwell in it. We don't have to do, you know, three days of research before we type an email to someone we haven't met before, but you know some basic understanding of who they are beyond simple demographics, like they're in this business, they're in this role, their organization as this many employees and they're doing revenue of this like. That's all helpful information. If you deal with a lot of people who fit those criteria, great, but there's still unique things about that person. And that business in particular, that are helpful in terms of constructing messages and experiences online that will be helpful to them, that are much more likely to earn attention generate a basic level of trust through clarity and consistency, in a way that produces engagement and builds some level of reputations, so that the next time your name or your brand name or your email address shows up in front of them on their screen, they go they don't say this consciously, it's all subconscious and basically familiar with this name or this company name, and I feel kind of basically good about it because they've sent me a couple of things and it's been helpful, even less shift gears here for a minute. So most of the manufacturing organizations that my company grows somebody six worse with our. A lot of them sell big ticket products or solutions that require long sales cycles committees of buyers who have different jobs and goals and issues and needs in their roles. I'd love to hear you talk about how video messaging can be used in those longer sales cycle situations where you're you're dealing with a handful of people who are going to play a role in that buying decision along the way. Yeah, a few key ideas here. First and foremost, and we've already alluded to it but I haven't said it explicitly, any time you're sending a message in a digital format, you have the opportunity to make that a video or to add a video to it. So anything you're currently doing right now to respond to inbound or outbound opportunities, to set appointments and follow up after appointments, to do second or third meetings, to ask for warm introductions to the real decision maker in the case that you've been communicating with, you know, some kind of an advocate or champion or influence or of the real decision anything that you're doing right now where you want to break down detail or complexity, established some level of personal connection, or you want to manage emotion or tone, positive or negative, these are all great spots to add a video and you can do it anywhere that you're currently messaging. A couple spots where it's especially helpful in a couple of reasons. Why? First, we've both mentioned this one. After an appointment is set but it hasn't been held. We've seen people dramatically increased show rates and start warmer and faster by just sending a confirmation, whether it's what we call an evergreen video, where you record the video once, because, let's just say this meeting is eighty per sent that this initial meeting or the secondary meeting is eighty percent the same, and so there's not really necessarily a reason to do a unique video for every single one of them. That said, these are high ticket situation, so I don't imagine that you're doing so many that you couldn't do a truly personal video. Truly personal is always better than ever green when you can greet someone by name and speak specifically to everything that you know about them in their situation. So once you set the appointment, we've seen it increased hold rates and create warmer and faster starts when you just simply say hey, thanks again for your time on the phone today. Looking forward to getting together next Thursday. That's going to be at your office. Looking forward to getting over there at four o'clock. You mentioned that this person this person are also going to be in the room. I'll reach out to them separately. I'm doing a lot of preparation for this. You you know you may have. They if they have preparation, remind them of what they need to do. Maybe add a link down below whatever. And so this this this idea...

...that you are invested in this meeting and you can create and convey some level of excitement. Remind them why they got on the phone with you in the first place. Remind them what's in it for them, like it's kind of this presale scenario and it creates some excitement about the meeting. And again, in in the case you haven't met, they feel like they know you before they meet you. This happens all the time. They greet you much differently, even though you don't in some cases, like I've been greeting I don't know if this has happened to you, based on all the video that you've done and probably some of the industry events and conferences you've been to. You know before pre pandemic being greeted by people you've never met, but they act like they know you really, really well. You know a lot of people run from that dynamic. They feel like it's a kind of foe celebrity or influence or type thing. It's not. This is about people feeling like they know you before they meet. The real money is after the initial meeting or after the initial phone call, where you can thank them again for their time, reiterate any of the things that were exciting to them, what was motivating them. You can address any objections again. You can restate while why you are or perhaps not uniquely qualified to advance this thing. You can convey next steps, etc. Something about answering questions. We've already talked a little bit about that too. When a question comes, like maybe in between calls, like any type of question comes, when you can send a video back. This is something, and the same thing with the post meeting video. There's more broadly across the all of these videos is they're easily forwarded. And when you give someone something that can easily forward to people who weren't in the room, who you want to know who you are, you want to convey your expertise or your enthusiasm or your sincerity or your gratitude, you get to carry yourself forward into the organization and you're making it easy for the other person to do. Absent a video follow up, you're relying on typed out words, faceless text and whatever. The person who was in the meeting remembers about the meeting and conveys about it to other people. You're using typed out text and another person to be your proxy and to be Your Salesperson into the organization, where as a video allows you to do that yourself. A couple other use cases as you get deeper down, I really like peer to peer, my CEO to your CEO, my Cteo to your CTEO, my coo to your coo, whatever the case may be, whatever roles are relevant. It just kind of creates this kinship and this awareness of like this company is going to going to be a true partner of ours, as opposed to a vendor or a, you know, a salesperson or a sales transaction. This is a partner of ours. Another one is you get deeper into the selection phase, a if you're using video in a couple of these touch points, you're already differentiating yourself from anyone else that you might be competing with for the business, but especially in the selection phase when you start getting into contracts and really detailed presentations or technical specs or whatever the case may be, instead of just sending the document over with a bunch of typed out text and then hoping to schedule a meeting with the twelve people that need to review the document. Good luck getting all those people in the same room at the same time. You can send a video screen recording along with the documentation or along with the contract or along with the proposal, and you can do things like if you have accommodated their needs, if you if you if the negotiated and you've included some of their interests in what was otherwise a contract that was, you know, one that you wrote or your boiler played or the one that you prefer to use. If you've accommodated them in any way, point that out. Let them know that you've made that a commody. Don't make them search for it. Don't refer to it and say, you know, you might find it on page some. Show it to them, talk about why it's there. If you get pushed back, if something typically gets a red lined by other companies, legal teams, speak to that in advance. Preemptively explain why it's there and how it's a benefit to both parties, instead of allowing it to go in and they get to again make up their own mind about what the intent of this passage is. Right and you can position these things in a way...

...that a makes something that's detailed or complex much more digestible. Be You can demonstrate partnership. See you can preempt some friction or confusion or complaints or red lines. And again, this is all just about making it easier for other people and thereby accelerating the process, which, of course, is a benefit to you and your team. So that's just a few ideas that were spurred by your question. Head. There's just so much gold in there. Even that was awesome. I'm going to build a little bit on what you said here and bring it down to this manufacturing specific audience. So here a few ideas to apply things that Ethan just set so one that you said that I have never even thought of. That I love and I love that I am learning things on this call right now. So, you know, the idea of the peer to peer thing is really interesting to me. Like, let's say you are a sales professional in a manufacturing organization, like probably a lot of the people listening right now, and you are talking to engineers at a prospects business. Well, you can. How about after, after you you get out of that meeting, you go brief your one of your engineers, your technical professionals, who's the one actually building solutions, and brief them on on the issue you just heard about and have them talk about it at a much deeper technical level on a short video and then you deliver that to to the the person you were just talking to and say, Hey, I just went back, I had my you know, senior design engineer, whoever kind of break this down a little bit. He wanted to introduce himself to you. You guys would probably be talking a lot if you're going to be working together. Two three minute video there. I mean, wow, how impactful of that be? Or how about if you, if you've got a product thinking your prospecting process, you have a product that you can hold in your hands? Or, if not, you your machine builder, get go into your into your shop and stand in front of it with your phone or prop your ipad up or even your laptop or whatever, and and talk about it. Say Hey, we just talked about this type of thing. I want to show you this in action, this thing we talked about, and it's right there next to you. Like you could do that and answer your question with something in your hands or sitting next to you. You could get out, you know, some question they had that you got your company has answered in a blog post or a case study. pull the thing up on screen and do the screen recording and talk through it with your face sitting right on top of that screen recording and answer their question and send that as your follow up Emil or your your check in a week later, rather than just checking in like like everybody does, like create some value and address an issue that you know you guys talked about. So there's there's some very specific manufacturing, I think, examples, but man, so much good stuff there even. Yeah, that was really good. I love what you offered about the product, whether you can hold in your hand or stand in front of it or something, the difference. And I just want to be clear for people, you know who's now thinking about this more tactically because you brought it right to them. You know, sure you might have a corporate produced video that someone on in your team or at an agency you know, spent six thousand dollars producing and it's sitting in Youtube and it's maybe on the appropriate page on your website and that could be helpful and that could go far enough with the you know, the can narrative and the music underneath it and the slow pans and the slow zooms and all the stuff, and that can be useful, and I'm not taking anything away from that. I call that like video or marketing through video, which is really useful. The way you brought it down, though, Joe, is what we call relationships through video. Or you're not just showing the product and talking about the product in a generic sense for anyone who may need or want this product. You're saying, because of the conversation we had or because of the question you asked or, even more nuance, because of the way you ask that question, I want to stand in front of this thing and talk about it specific to you. It's such a different experience and again, it's this level of care and attention for the other person and their needs or wants that just cannot be ignored. It just pushes so many human buttons that say, Oh my gosh, this person gets me, and I don't mean that and like a soft relationship type way. It's like this thing that we all need is like I need to be seen and understood.

In this case I need to be seen and understood good in a professional context, as someone who whose job securities dependent on making a good decision here. You know, it just does that so much differently than, and I love your example too, of walking through a blog post or some other kind of it already exists. And sure you could send the link, but again, going to this idea of meeting someone halfway or over halfway, with with clarity, tone and intent and value, you're making meaning specifically for them. You could just send the link, but that starts to look like a homeworkers on. Hey, thanks for your question, Gina. Here are four links to our two are to our support site and want to or to our blog. I hope you can discern what this means for you personally. Here's here's what you can do with your next hour of your day. Right correct. It looks like like an assignment that nobody wants and it you know, in a busy world. And so this idea that you and again this makes you the authority and you the expert, you're taking this and putting it specifically in the context of them in their business, is just it's super powerful, totally. I love it. Well, even we could talk all day here. I've I can't believe how many good nuggets are in here. For anybody listening. But is there anything you'd like to add to this or applications we haven't talked about that you wish we had or want to just kind of open it up to you before we put her APP on it? Sure I just a couple again for people who are thinking about this practically. I think I should. Sounds really, really interesting. Just a few things. One, if you want, I wrote a piece called the videoed option guide and it goes through common questions, common objections, the four stages to adapt as an individual, a team or as an entire organization. It's got over fifty use cases across the customer life cycle because it's obviously works post sale just like it does pre sale. Across the employee life cycle. This is fantastic for recruiting, on boarding, managing. We talked a couple kind of management use cases and even within your own personal network. That's some I'm happy to share with anybody and I'll send you the link to Joe if you want to drop it in like show notes or whatever. So for people who want to go deeper on that, because we don't really have time to but a couple practical pieces. One, and I'm not selling here, but you are going to want a service to do this. You could like, if you have, to set up a camera and stand in front of it and record it and then transfer the video over to your laptop and cut the front in the back off and, you know, upload it to some place and then screenshot it so that it looks like a video and put the screenshot somewhere and link the screenshot over to where that video lives, whether it's youtuber video or somewhere else. Like. You're just not going to do. You're never going to get to fifty videos or a hundred videos. You're not going to make this a normal part of what you do, just like typing up digital messages is a normal part of what you do, picking up the phone is often a normal part of what you do. This will you'll never get there if you don't have something that makes it fast and easy to do. And yes, bombomb does that, but so do many other services. We'd love to talk with you about that, but I do recommend to service in another reason why, in this kind of a tactical, practical pieces, going back to this idea of sending a video to one person, like after a meeting or walking through a presentation or a proposal or something like that. Something we often hear is hey, Ethan, I sent this to one person, but it got opened eighteen times in the video got played seven times. Like what's going on? I'm like, don't worry, they're not like creepy and they're not just in love with you and they want to watch this video over and over again. A someone might watch something two or three times to make sure they're perfectly clear. That's another benefit of doing it on video is they don't have to try to remember two days later what you set on the phone call. It's there on record. But again, they can easily forward it to other people. And so if you use a more formal service like Bombam or another, we can tell you how many times your emails getting open, how many times your video is getting played, how long your video is being watched on average, and this gives you a layer of intelligence to kind of help you know when to follow up. Is this getting traction internally, etc. Etc. And again, if it doesn't get opened or it doesn't get played, that's another sign that it's time to drop another voice mail and or reply to that and just say hey, you know, provided this for you for these reasons. Do you have any questions about it? Right, and so that that intelligence is helpful...

...in terms of follow up to again keep things moving. Things that can show signs of intent or correct otherwise are just such valuable things to feed your sales team. And you know yourself and when you're trying to communicate with people. So I really like that. So so, everybody listen here. Go check out bombomb's bombombcom great tool for everything we've talked about today. You do need a piece of software, you need a tool. This is not there aren't major investments either, which is the cool thing. Like you can get started at very reasonable price and you figure out if it works, you get used to it and I can almost guarante you're going to fall in love with video message and once you get the first view under your belt, there's like you just got to get yourself comfortable with it, like get through that little technology barrier that's standing in between you and actually doing this. Just do a few dude, send one your mom right there or whatever, and just just try it. I love that. Okay, so I know we're short on time and we don't have time to get into the psychology of why it's so hard to get started. But as a listener, you need to know you're not going to be comfortable the first time, or the second time or the fourth time. Some for some people happens on the six for some people on the twelve. I just watched a video from a guy that was like, oh my gosh, I'm so glad I'm on the other side of this. It took me sixty videos, but now I'm like rocking and rolling and I've sent two thousand and so and I also like your tip of starting with people you know and who know you, with simple messages like thank you, good job, congratulations. I've been thinking about you starting. You know, it's a different thing to send you a prospect that has, you know, six or seven figure deal, if it all goes well like that's a much more intimidating and challenging situation then reaching out to a friend or a former colleague or someone that you just had lunch with. So start in a low threat environment where it's easy to do it, and then grow from there. You and again, you can see that in that video adoption guide that I'll share with you and I'll share with anyone who emails me. At Ethan etch an at bombombcom. Awesome. Well you. I think that's will said and you answered my next question, which is, how can we get in touch with you? Sure, yeah, linkedin. It's spelled Beute, is my last name. I'm connected to Joe and so when you see that you have us in common. You've got the right Ethan viewed. I think I'm still the only one on Linkedin, but linked in or email and happy to answer any questions people have. I've been doing this for a decade. I love it, I believe in it. I've seen it work in a variety of roles in industries, in a variety of sales motions and post sale motions, and I'm happy to turn anyone onto it by getting them over some of the early hurdles. Awesome. We yet check out what the Ethan's doing. I'm always jealous of people with names like Ethan Butte as opposed to the probably twenty five hundred Joe Sullivan's that are on Linkedin. Go check out his podcast, the customer experience podcast. I mean you, you know now, listening to Ethan today, what kind of insights he is capable of sharing with you. So go check out his own podcast. And then what's that stack of Orange Books I see behind you? To talk about that for a second. Yeah, that stack of orange books. It's Rehumanize Your Business. It's a book I co authored with my longtime friend and team member, Steve Passin Elli. The subtitle of Rehumanize Your Business is how simple video or how personal videos accelerate sales and improve customer experience. So we talk about a lot of these things. We get a little bit into the psychology, we get a little bit into the technology, we get a lot into use case stories and examples and success stories, and the goal is to you know that what Wiley pushed us to do, our publisher on it was to really walk out. You know, the guy that was our editor on it didn't know anything at all about video messages and so he really demanded that we break it down in a very structured, straightforward way. So it should be welcoming to people, no matter their level of familiarity with kind of the themes that we talked about today. Awesome. Well, check out EATANS book as well. I mean so much stuff you've put out there. So man, awesome conversation. I had like three more questions cut up for you that at to scrap, because we it was just too much good stuff and we can't do two at to our podcast. So I...

...really appreciate you doing this. EATHENOS, was awesome. Yeah, thank you so much. Sorry, we went long and you know I'm never going to tell you know if you want to ask those other questions. The future beautiful. Yeah, I think we're going to have a part too cute up at some time sometime down the road here. So well, thank you, Ethan, and as for the rest of you, I hope to catch you on the next episode of the Manufacturing Executive. You've been listening to the manufacturing executive podcast. To ensure that you never miss an episode, subscribe to the show in your favorite podcast player. If you'd like to learn more about industrial marketing and sales strategy, you'll find an ever expanding collection of articles, videos, guides and tools specifically for be tob manufacturers at gorilla seventy sixcom learn. Thank you so much for listening. Until next time,.

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