The Manufacturing Executive
The Manufacturing Executive

Episode · 2 months ago

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


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 throughthe camera lens and speak specifically to their need or want or opportunity orchallenge or question or again, a message of gratitude in that createsthis moment that builds psychological, nearness and appreciation toward you.That is a benefit to both parties, because trust- and i think it's somelayer- gratitude- are the currency of all commerce. Welcome to the manufacturing executivepodcast, where we explore the strategies and experiences that aredriving midsize manufacturers forward here. You'll discover new insights frompassionate manufacturing leaders who have compelling stories to share abouttheir successes and struggles, and you will learn from b to be sales andmarketing experts about how to apply actionable business developmentstrategies inside your business. Let's get into the show, welcome to another episode of themanufacturing executive podcast, i'm joe sullivan your host and a co founderof the industrial marketing agency guerilla. Seventy six. So i have twoand soon to be three little kids at home, and i was thinking recently abouthow amazing it is that we have face time with grandma and grandpa inwisconsin and all of us in st louis, the ease of simply clicking a buttonthat allows them to talk face to face with someone they love who's. Fourhundred miles away is a pretty special privilege that couldn't have happenedas recently as ten or fifteen years ago to see a face while hearing a voice nowbring that same idea into your business, setting we've all gotten used to zoomand teams meetings after a year and a half of pandemic life. But what aboutthe messages you send to others? Prospecting emails follow up callsthank yous and messages of gratitude, or even just regular, daily internalcommunications with your teammates or employees. Think about the impact ofsomeone seeing your face and hearing your voice as opposed to just reading awall of text on a screen. What many people don't realize is that this kindof thing is pretty darn accessible these days and my guess today is goingto 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 ihope you find it as valuable as i did. Chief evangelist at bomba co, author ofrehumanize, your business and host of the customer experience. Podcast ethanbute has spent the past decade helping business professionals be more personaland human through simple video messages he sent more than twelve thousandvideos himself he's also spent a dozen years leading marketing teams insidelocal television stations in chicago grand rapids and colorado springs.Ethon holds undergraduate and graduate degrees from the university of michigan.And u ccs in communication. Psychology and marketing ethen lives in coloradosprings with his wife and son. Ethan. Welcome to the show thinks so muchhappy to be here. I appreciate you bringing this conversation to the folksin your very intimate and specific audience i going to be fun. Yeah, i'mexcited you know. It's i've been meaning to have you on the show for awhile. I've known you for a bit here, and this topic is one i just love formy manufacturing audience because as we're going to talk about here, it'sthis is a sector. That's you know traditionally been very sales heavy andthere good in sales and a lot of ways, but on the technology front, whetherthat means marketing or sales technology, whether you know usingvideo on this, they tend to be behind and and there's like this technologyhurdle and barrier that if we get just get people through this stuff andtrying these things out, it can be transformational. So i can think ofanybody better to talk about this particular topic than you cool. Thankyou, and there is really an intersection not to get too far ahead,but there really is an intersection like once you get past the absolutebasics of the technology, and we won't... too technical here at all because itisn't it isn't really about that. We can return to what i know is importantin this space, which is relationship breaking down complexity in detail.Maintaining contact meaningful contact over a long sales cycle. All of thesethings once we get past the basic technology, it really is about human tohuman communication being of service and value, and all the other thingsthat i know are important to getting deals done. Yeah and i know the orheads nodding right now, because that's exactly right, this is you know a lotof these businesses that i talk to all the time in the manufacturing sector.It's their family, owned businesses, often second third generation. Theytraditionally built. It's been relationship businesses, they builtrelationships with people, and you know you see something like video messagingpop up and where their heads probably go is new technology to learn, whereaswhere their heads need to go is this is a way to connect with human beings. Iin just a different way that frankly, aligns better with how people want tocommunicate, largely, as we kind of you know, move into this era, especiallygiven what the last years has brought us absolutely. What i hear from a lotof people who've been in their business for a lot, because we work with allkinds of people in all kinds of roles, from the front line to the c suite. Butwhat i hear from people who are like me, who are there at least a couple fewdecades into their career, is this makes what i do fun again. This remindsme why i got into the businesses because they get to lead with theirvery best sales asset, which is who they are yep, absolutely love that welleven we're going to get into some different applications for videomessaging in this conversation, but one place where i want to start, because iknow that it's you know impactful for those in the manufacturing sector whoembrace it. I can't tell you how many sales or bus dep folks at consult thatsay these exact words to me now. If i could just get in a room with myprospect, yea, then that's where the magic happens. It's we got to getthrough the through the front desk or get through the you know thereceptionist and get to the person that they're trying to reach the theengineer or the person having a technical challenge and talk shop withthem and like dig into the problem they're having, and so i just wouldlove for you to talk about- i'm just going to stop there like. If i couldjust get in a room with my prospect. What do you say to them in the contextof video messaging yeah i mean. Obviously you can there's noreplacement for being i to eye face to face across the table or you knowwhatever the context is that's the reason we want to be in the room and ifwe peel that a little bit further, we know that we want to be in the roombecause we can express ourselves in our sincerity, and our interest in ourenthusiasm are expertise all these rich qualities that we've built up inourselves. We can convey that to the other person now the reason that a live situation is better than what i'm aboutto transition. To is that you have that feedback loop. You can also read thefeedback of other people. You can respond and be flexible and adaptableto what's going on in the moment you can respond to their questions andobjections, 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 thesame reason. You need to be including video messages before and in order toget yourself into the room after you've been in the room after the positiveconsequences of having been in the room. So what we're talking about here forfolks who aren't familiar when, when we say video messages, we just mean a headand shoulders video recording of you being casual conversational as formalas you want to be, but just a simple web camera smart film, video, where youcan also do a screen recording we can get into the nuance of that later. Butit's just it's not a video for your home page. It's not a video for youryoutube channel. It's not a video for marketing per se. This is aboutreplacing what would otherwise be typed...

...out text and complimenting things likevoice, mails and other touch points in order to bring yourself to life and tocreate these in person moments. Now, we've been through the pandemic,creating in person moments over zoom or microsoft teams or google meed orwhatever we're using and that's live synchronous. Video communication wereboth there at the exact same time, so you and i had to coordinate across time.Zones wasn't difficult, but we had to coordinate across time zones to be hereat the exact same time. To make this moment happen. There's some reallystrong benefits to that, but in between these, whether it's live in person orlive synchronous, video communication- there are these moments where we canuse recorded a synchronous, video messages, and by that i mean i canrecord a video when it's convenient for me and send it to one person or tothree people or to thirty people or three hundred people, or even threethousand people and each one of them opens it up and has this impersonaexperience with me when it's convenient for them and in this way we're buildinga psychological proximity? Because not only can they get the message that wewould otherwise have typed out in our keyboard. They get the tone they getthe intent, they get the subtlety they get the nuance they get to meet me inthe case that they've never met me if they've heard a voice, mail of mine, myface and voice and personality and their in box or in a linked in messagebrings that to life. It compliments these other touch points and we can getinto more of the benefits. But this is a video message that is like being inthe room, even though it's one way and it can be used in order to get you intothe room to again follow up after you've been in the room and to and tofollow on to the positive consequence of having built some relationship withpeople yeah great answer, i just think there's such a big difference between awall 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 videocontent in general within in my marketing process and what we do withclients. For that exact reason. You know it's it's one thing to hear to youknow to read: thought leadership, content from someone, it's another toactually watch them talk about it, and so i think it's taken that sameprinciple and yeah applying it into say the prospecting process or you know,following up after a sales call, 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 ofhumanization is anything more. You want to say about this idea of humanizingyourself and along with it, your brand, yes and i'll i'll, try to keep itreally simple and but i'll speak to it, a couple different ways: first, tofaceless type out text. The human brain does not recognize the writer of thattext. Unless perhaps is a really good friend or a relative or a client.You've worked with for a number of years. They see your email signatureand it conjures. What is it conjure? It doesn't conjure the previous emails,you've written them or the previous text messages you texted them. Itconjures your face and voice from the last time you were together or from aheo message. You're like this is this emotional residence and again i use theterm psychological proximity, this psychological nearness, where they feelclose to you, even in the absence of physical proximity, and so it works atthat level. Another way it's against type out text, which the next layer iskind of this emotional resonance and emotion, starts to sound a little bitsofter a little bit wouwou, but we all have to be really honest with ourselvesand know that a lot of decisions may be not the ultimate buying decision, eventhat is influenced by emotion, but the vast majority of our decisions are madeevery 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 makethat personal introduction? Should i make that personal introduction beforei do these four other tasks that are in...

...front of me all of these micro yesesthat we need are dramatically made on a subconscious level and that's to saythe more primitive parts of our brain that tend to be visual and emotional innature right. The most advanced part of our brain is the conscious rationalthought. It requires the most labor and therefore our brain and our body don'tlike to kick decisions up to that layer. So over ninety percent of our decisions,research varies, but it's all almost all over ninety percent. Our decisionsare made subconsciously, and so, when we can create these much more emotionalmoments and again i don't mean that you're emoting in some passionate orsad or dramatic, or overly happy kind of a way. I just mean when we speak topeople with the full range of our expression, our face our voice, ourbody, all of the non verbal cues that are expressed through our face are, aresubconscious, is constantly expressed through our face and we're constantlyreading the subconscious of others through their faces. It informs thisprocess. It's what builds trust it establishes empathetic feelings. Itestablishes kinship all these things that we want, and so this idea ofletting the same black text on the same white screen represent you when youcould just as easily hit record and talk to somebody using your web, camyou're missing a huge opportunity to push a lot of these buttons that humanbrains needed want in order to make truly informed in completely informeddecisions, and so that's all on kind of your side and the benefits to you. Thelast thing i'll say that also benefits to you, but it's more about the otherperson or the other people is that when you take forty six seconds out of yourday to say, hey joe thanks so much for the introduction to sarah, we had agreat conversation. You were exactly right about. You know what we have incommon or how much she needs our service or whatever the introductionsfor right. If i take forty six seconds out of my morning or my afternoon andsend you a thank you, video with one or two reasons, why am appreciative forsomething you did for me and you could do this with your employees? You coulddo with your clients, you could do with your friend. You did anybody if yousimply used video messages to express gratitude once or twice or three timesa day, ay it's going to be a huge benefit to you, it's very healthy foryou to express gratitude, but be these other people are going to feel seen andheard and appreciated in a way that even a typed out email won't do. It issimilar to a handwritten note right. The handwritten note does two things.It says one i made this just for you right, there's, no faking the fact thati didn't mass produce this hand written not. Now there are services that willfake hand, written notes, that's a whole separate topic for a separateconversation, just your facial expression. I know that we're on thesame page about faking, a handwritten note it just to me. It just breaks thewhole spirit of that of the affec yeah, so it says i made this just for you andthen also puts your personality on the page. You and i joe, could have thesame favor done by a common person. We both write a handwritten, no exact samewordsi, but just looking at it on the page, it's going to feel different, butfurther we're not going to write the same words, so we're going to uselanguage a little bit differently, and so it's a completely unique experience.I made this just for you and my personality is on the page. A videomessage 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 ittook 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 completeand human way than if i had just typed it up as an email, or you know, sent itover as a linked on message or texted it to you or whatever, and typicallystick in a moji or in a motorcar on the back end of it to kind of like punch itup and try to make it a little bit more human. So this idea of allowing otherpeople whether to thank you message or any other message, this idea ofspeaking directly to one other person in a video message, a it's stillshockingly early in this movement, not enough people are doing it s. The actalone is going to be differentiating the real, powerful human element theni'll give it back to you is that you...

...are letting someone know that you seethem. You hear them, you understand them, you respect them. You appreciatethem when you look them in the eye through the camera lens and speakspecifically to their need or want or opportunity or challenge or question oragain a message of gratitude in that creates this moment. That buildspsychological, nearness and appreciation toward you. That is abenefit to both parties, because trust- and i think it's some layer- gratitudeare the currency of all commerce of the economy in general, and there there wassome powerful stuff in there eating. That was really well sad. That wasawesome. I completely agree with everything you said there and you justinspired me. I think to i'm a guy who uses a lot of video messaging franklyby you know, in terms of when you look at it in the context of the rest of thebusiness world, but some of the the things you said they're just to thankyou for an intro like just as opposed to you know, as opposed to respondingback to an employee or co worker, about something like just sending him apersonal message and are saying thanks for helping me out with this thing orhe you really crushed it on that presentation earlier today, and theseare a few things i think you did really well or whatever i mean i can see i canlike just. I could see all the applications where i could be doingmore of this and and yeah the appreciation that probably comes fromthat on the other. End is really meaningful. Well, so add one moretactic to that and then we can move on. I keep a notebook. I'm got, i'm ahandwritten guy, i've always taken by hand etcetera. So i keep a notebook athand and when i hear a team members name so like i'm in our seniorleadership meetings have bombum and, if i hear say a frontline customer successmanager or a frontline business development rap. If i hear their namementioned in a senior leadership meeting a i don't work with thosepeople directly, i sometimes will have contact with them a lot less sincewe've been in the been out of the office, but i'll write that down. If isee something on linked in i'll write that down, if i, if i'm reif itsomething comes to mind, if someone comes to mind i'll write that down andthen i'll just block fifteen minutes one morning and just knock out five orsix of these like thank you or i was thinking about you or hey. I justremember this awesome time when, in that way, a you're developing kind ofagain at this healthy habit of gratitude in general, but be you'remaking it easy on yourself. Because of what has happened to me until i startedthat habit is someone comes to mind or you're appreciative of someone likemaybe out, on a walk. I run and hike and walk a lot and i'll be out on awalk or run or a hike in like these things will kind of come and go, but ican't act on them in the moment, and so they just escape me and so by writingthem down, and then just you know a couple times a week. Making theselittle fifteen minute blocks, i'm able to share these thoughts and feelingswith people that make my work more meaningful. I'm sure they, i don'tthink of it into transactional way, but i know i just have confidence thatthere's a transactional benefit to it that people are more likely to say yesto some of those microsis. I was talking about before and return thefavor and they'll feel awesome about it too or they'll feel encouraged orthey'll get. The message i mean some of these can be corrective messages ofconcern or feedback or whatever, and instead of waiting for that next one onone meeting were with your direct report: you can give feedback along theway and when you do it by speaking it you can include some of that you can.You can soften the blow a little bit. I mean you c n, when you type a messageout you're, giving away complete control over how the message is read ifyou type out a message, even if you're completely well meaning and someonewakes up on the wrong side of the bed, where they just got bad news abouttheir wife or their parent or something or you know something negative hashappened or, on the other hand, something super positive, as happenedthey're going to read your message differently, give away all controlthere and so, for example, some of our customers are college professors, if anumber of college professors who use it a to introduce themselves to theirvirtual classes, but then be as they're giving feedback on projects. And, ofcourse this applies to any manager. Who's trying to e manage behaviormanage performance, manage outcomes... into people, make people better.You need to give feedback consistently, but they do it through video because itdoesn't feel as harsh or stark or blunt i straight red lining. You know anassignment you know, and so so again when you, even if you are perfectlywell meaning and constructive feedback or criticism of a team member, if youtype that out to somebody, you are giving away your intent in inset somelevel meaning completely to their own, whom i think most people when they hearfrom their boss. I don't know about you. I know you work for yourself at thispoint, but you know most people tend to have enough self doubt even hyperforceple suffer a lot of this because they always want to be better. In fact, theymight suffer it more. If i get a message for my boss, i'm looking forreasons that it has. You know some kind of a negative charge or a kick in theass to it. That may not actually be there, and so i just went on thattangent, but it helps convey tone and tent and meaning in a way that ismeaningful to other people and useful for other people totally agree at cash.I i can't tell you how many times i remember when i was a kid like hearingthat thing from my mom. I don't like your tone of voice. Well, i didn't sayanything bad yeah, but your tone of voice and i've ever gettin so mad. Butit's a right. That's what it is, though, and i think your examples are reallygood the way when you you receive a message fromyour boss as a great one, like you're, going to interpret the tone behind thatyou're based on you, know your fears and your self doubt, and when you cansee that person smiling at you and delivering a message with an upliftingtone, i mean jus what a different impact that's going to have on you. Soone of probably many examples but yeah sincerity is the word that echoes bythe way. If you don't actually need what you're saying don't use videobecause that'll come through absolutely there, you go well and i will say iremember you may a given how the twelve thousand video messages you said. I gotone from you, you and i met because we were in which i think i believe, you'restill in kind of a mastermind group with with some other marketingprofessionals and yeah. I love the group great guys and everything, but ifelt a little like this. This probably isn't the right group for me, given myroles and agency on her and blah blah blah, but but when i, when i kind ofsaid hey, i guys i'm gonna, i'm going to stop i'm gonna exit here and i got amessage for me. Like you know, a few days later, that that was, it was verysincere. Hey joe, is a really great getting to know you over the last fewmonths. Yeah we'll miss you here. Let's keep in touch, and i remember gettingthat out of the blue and being like that's really cool and you're right. Itwas. It was a thousand thirty. Second message: that's all it was, and it wasjust. It was just you being a human being and saying something real andthat really resonated with me and the impression i had a good impression ofyou already but like it just took it up a notch. I'm like that was really coollike just a kind sincere. You know simple message and it took thirtyseconds your day to do you know yeah, it's again, it's this gift of your timeand your attention time and attention are two of the most valuable resourcesthat we have and or things that we want. More of my mention trust is thecurrency of the economy. Attention is its necessary precursor in time, is itslimitation right, and so, when you can give someone the gift of your time andattention, whether it's fourteen seconds or fourteen minutes, there's nomistaking 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 reachout to you with a question. It's a question that you haven't covered anycalls or any other exchanges before, and you spend twenty seven minutes typing up a replyand editing the reply and dropping in a couple of links, etcetera, etcetera.They have no idea whether that took you twenty seven seconds or twenty sevenminutes. On the other hand, if you take seven minutes and twenty two secondswhich, by the way we speak four times faster than we type, and so if it's aquestion that you already know the...

...answer to a you're going to save sometime by talking instead of typing b, i think you're going to communicate it ina more complete and clearer way, especially see if it it would benefitfrom a screen recording where you're, showing and telling. But the point iwant to make on this is besides. Saving time is, there is no mistaking the factthat you spent seven minutes, and i forget how many seconds i made up inthis scenario, but that you spent seven minutes of your time, looking them inthe eye and saying hey e jeff. It's even thank you so much for thisquestion. I hear it from time to time. Typically, this is what motivates thatquestion, so i think i know where you're coming from happy to gain. I gotout of call and talk about this if that'd be helpful, but i wanted toshare with you three different ways to think about it. First, blah b a a blahblah blah blah second pubby, there's no mistaking that you gave that gift ofyour time and attention so, whether it's a thirty second hey dude, yourawesome. I appreciate you or whether it's a seven minute he or the threeways to think about this problem or anything in between there's, nomistaking that gift of your time and attention, and even if you would havegiven more time- and it would have required more of your attention to doit another way, they don't know that there's no tangible evidence of that.They can't feel it they'll, never, intellectually know it. They'll, nevereven subconsciously, know it and, as i said before, in some cases, if youdon't know them well, they do in this made up scenario i just offer, but ifthey don't know you well, they won't even a sign that twenty seven minutesof writing to a human writer, our brains, just don't do that feel likepeople rag at 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 outand 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 messagingand interact. I just love the way, you're tying all that into you'regetting in the shoes of the person on the other end of this message andthinking about like what are they going to feel when they see this right, yeah.Absolutely. In fact, the second book that i wrote with my friend steve, whois my coauthor on rehumanize business, is titled human center communicationlike we haven't done the marketing on it. Yet it comes out in the fall, butit'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 leastmeet them half way or perhaps even over halfway and make it easier for them to verify and understand things like. Whyam i getting this? Who is this person sending it to me? Why did they send itto 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 are they coming ina some spirit of service? The more we can make these things clear in ourmessages and the more we're intentional about who we're reaching out to, ratherthan just operating on automatic mode or worse, operating on selfish orgreeting mode, which you know, i think, in the manufacturing space you don'tprobably suffer as much kind of a spam, automated blasting as some otherbusinesses, not the way you would in sass or professional services or yeahright, because here's the in here's the sensitivity a depending on how specificthat sub industry is like whatever your specialty is. You know there are only xnumber of vendors and as a and in their only x number of customers, and so themore you burn down relationships by being selfish or greedy. With yourcommunication with a limited total addressable market, like how manybusinesses are there for a generator of this capacity, for example right therearen't that many, how many hospitals are there in the united states orwhatever the case may be right, and so you know, i think, a lot of people.Naturally, and intuitively sensitive to that, so that's my kind ofqualification like there are other businesses that need eighty thousandcustomers in order to be successful. You know, and so they're willing tomistreat millions of people in order to catch to those tens of thousands ofpeople without regard for how, at the... the gentle end, annoying orfrustrating it is to get bad messaging and how obnoxious and angering it is atthe other end. So in any case, i appreciate that that recognition ofthinking about other people- we don't have to dwell in it. We don't have todo. You know three days of research before we type an email to someone wehaven't met before, but you know some basic understanding of who they arebeyond simple demographics, like they're in this business they're inthis role, their organization as this many employees and they're doingrevenue of this, like that's all helpful information. If you deal with alot of people who fit those criteria great, but there's still unique thingsabout that person and that business in particular that are helpful in terms ofconstructing messages and experiences online. That will be helpful to themthat are much more likely to earn attention generate a basic level oftrust through clarity and consistency in a way that produces engagement andbuilds some level of reputation so that the next time your name or your brandname or your email address shows up in front of them on their screen. They go.They don't see this consciously it's all subconscious and basically familiarwith this name or this company name, and i feel kind of basically good aboutit, because they've sent me a couple of things and it's been helpful. Evenlet's shift gears here for a minute, so most of the manufacturing organizationsthat my company grillo seventy six works with are a lot of them, sell bigticket products or solutions that require long sale cycles, committees ofbuyers who have different jobs and goals and issues and needs and theirroles. I'd love to hear you talk about how video messaging can be used inthose longer sale cycle situations where you're you're dealing with ahandful of people who are going to play a role in that buying decision alongthe way. Yeah. A few key ideas here, first and foremost, and we've alreadyalluded to it, but i haven't said it explicitly any timee you're sending amessage in a digital format. You have the opportunity to make that a video orto add a video to it. So anything you're currently doing right now torespond to inbound or outbound opportunities to set appointments andfollow up after appointments to do second or third meetings. To ask forwarm introductions to the real decision maker. In the case that you've beencommunicating with. You know some kind of an advocate or champion or influenceor of the real decision anything that you're doing right now, where do youwant to break down detail or complexity, establish some level of personalconnection, 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 thatyou're currently messaging a couple spots where it's especially helpful ina couple reasons why? First we've both mentioned this one after an appointment is set, but ithasn't been held. We've seen people dramatically increase, show rates andstart warmer and faster by just sending a confirmation whether it's what wecall an evergreen video, where you record the video once because, let'sjust say this meeting is eighty percent at this initial meeting or thesecondary meeting is eighty percent the same and so you're not reallynecessarily 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 thatyou're doing so. Many that you couldn't do a truly personal video, trulypersonal is always better than ever green. When you can greet someone byname and speak specifically to everything that you know about them andtheir situation. So once you set the appointment, we've seen it increasehold rates and create warmer and faster starts. When you just simply say: heythanks gin for your time on the phone today, looking forward to gettingtogether next thursday, that's going to be at your office looking forward togetting 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 doinga lot of preparation for this you you know you may have if they havepreparation, remind them of what they need to do, maybe at a link down belowwhatever, and so this this. This idea...

...that you are invested in this meetingand you can create and convey some level of excitement remind them whythey got on the phone with you in the first place, remind them what's in it,for them like it's kind of this pre sale scenario, and it creates someexcitement about the meeting and again in the case you haven't met, they feellike they know you before they meet you. This happens all the time. They greetyou much differently, even though you don't know in some cases like i've beengreat. I don't know if this has happened to you, based on all the videothat you've done and probably some of the industry events and conferencesyou'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. Youknow a lot of people run from that dynamic. They feel like it's, his kindof fo celebrity or influence or type thing it's not. This is about peoplefeeling like they know you before they meet. The real money is after theinitial meeting or after the initial phone call, where you can thank themagain for their time reiterate any of the things that were exciting to them.What was motivating them? You can address any objections. Again, you canre state. I why you are, or perhaps not, uniquely qualified to advance thisthing. You can convey next steps, etcetera, something about answeringquestions. We've already talked a little bit about that too, when aquestion comes like maybe in between calls like any type of question comeswhen you can send a video back. This is something and the same thing with thepost meeting. Video is more broadly across the all of these videos. Isthere easily forwarded and when you give someone something that can easilyforward 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 oryour gratitude. You get to carry yourself forward into the organizationand you're, making it easy for the other person to do absent. A videofollow up you're, relying on typed out words, faceless text and whatever theperson who was in the meeting, remembers about the meeting and conveysabout it to other people, you're using typed out text in another person to beyour proxy and to be your sales person into the organization, whereas a videoallows you to do that yourself, a couple other use cases as you getdeeper down. I really like, pure to peer my ceot, your ceo, my ceto, toyour c to my coo to your coo, whatever the case may be, whatever rules arerelevant, it just kind of creates this kinship, and this awareness of, likethis company, is going to going to be a true partner of ours as opposed to avendor or a you know, a sales person or a sales transaction. This is a partnerof ours. Another one is you get deeper into the selection face ay if you'reusing video in a couple of these touch points you're already differentiatingyourself from anyone else that you might be competing with for thebusiness, but especially in the selection, face when you start gettinginto contracts and really detailed presentations or technical specks orwhatever the case may be, instead of just sending the document over with abunch of typed outtext and then hoping to schedule a meeting with the twelvepeople that need to review the tacum ent good luck, getting all those peoplein the same room. At the same time, you can send a video screen recording,along with the documentation or along with the contractor, along with theproposal, and you can do things like if you have accommodated their needs, ifyou, if you, if you've negotiated and you've included some of their interestin what was otherwise a contract, that was, you know, one that you wrote oryour boiler played or the one that you prefer to use if you've accommodatedthem in any way, point that out. Let them know that you've made that acomedy don't make them search for it. Don't refer to it and say you know youmight find it on page. Some show it to them talk about why it's there, if youget pushback, if something typically gets red lined by other companies,legal teams speak to that in advance. Preemptively, explain why it's thereand how it's a benefit to both parties, instead of allowing it to go in andthey get to it again make up their own mind about what the intent of thispassage is right and you can position these things in a way that a makessomething. That's detailed or complex,...

...much more digestible b you candemonstrate partnership, see you can preempt some friction or confusion orcomplaints or red lines and again this is all just about making it easier forother people and thereby accelerating the process, which, of course is abenefit to you and your team. So that's just a few ideas that were spurred byyour question: man, there's just so much gold in there on that was awesome.I'm going to build a little bit on what you said here and bring it down to thismanufacturing specific audience. So here are a few ideas to apply thingsthat ethon just set, so one that you said that i have never even thought ofthat. I love and i love that i am learning things on this call right now.So you know the idea of the pure to peer thing is really interesting to me.Like let's say you are a sales professional in a manufacturingorganization, like probably a lot of the people listening right now, and youare talking to engineers at a prospects business. Well, you can how about,after after you get out of that meeting, you go brief. Your one of yourengineers, your technical professionals, who is the one actually buildingsolutions and brief, am on on the issue you just heard about and have them talkabout it at a much deeper technical level on a short video, and then youdeliver that to the the person you were just talking to say: hey, i just wentback. I had my you know, senior design, engineer, whoever kind of break thisdown a little bit. You want to introduce himself to you. You guyswould probably be talking a lot if you're going to be working together.Two three minute video there i mean wow how impact full of that be or how about?If you, if you've, got a product, think in your prospective process, you have aproduct that you can hold in your hands or, if not o your machine builder, gointo your in your shop and stand in front of it with your phone or propyour eye pad 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 inaction. 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 sittingnext to you, you could get out. You know some question. They had that yougot your company has answered in a blog post or a case study, pull the thing upon screen and do the screen recording and talk through it with your facesitting right on top of that screen, recording and answer their question andsend that as your follow up email or your you're checking a week later,rather than just checking in like like everybody, does like create some valueand address an issue that you know you guys talked about so there's there'ssome very specific manufacturing, i think examples, but man so much goodstuff there, ethen yeah. That was really good. I love what you offeredabout the product, whether you can hold it in your hand or stand in front of itor something the difference, and i just want to be clear for people. You knowwho are now thinking about this more tactically, because you brought itright to them. You know sure you might have a corporate produced video thatsomeone on in your team or an agency, you know, spent six tousand dollarsproducing and it's sitting in youtube, and it's maybe on the appropriate pageon your website, and that could be helpful and that could go far enoughwith the you know the can narrative and the music underneath it and the slowpans and the slow, zooms and all the stuff, and that can be useful and i'mnot taking anything away from that. I call that, like video or marketingthrough video, which is really useful, the way you brought it down to joe iswhat we call relationships through video you're, not just showing theproduct and talking about the product in a generic sense, for anyone who mayneed or want this product you're saying because of the conversation we had orbecause of the question you asked or even more nuance, because of the wayyou ask that question. I want to stand in front of this thing and talk aboutit specific to you. It's such a different experience and again it'sthis level of care and attention for the other person and their needs orwants that just cannot be ignored. It just pushes so many human buttons. Thatsay, oh my gosh, this person gets me and i don't mean that in like a softrelationship type way, it's like this thing that we all need is like. I ineed to be seen and understood in this... I need to be seen and understoodin a professional context as someone who, whose job security is dependent onmaking a good decision here, you know it just does that so much differentlythan, and i love your example too, of walking through a blog post or someother kind of it already exists in sure you could send the link but again goingto this idea of meeting someone halfway or over half way, with with clarity,tone and intent and value you're making, meaning specifically for them. Youcould just send the link, but that starts to look like a homework is onhey thanks for your question. Gina here are four links to our two, our to oursupport site and one two or to our blog. I hope you can discern what this meansfor you personally, here's here's, what you can do with your next hour of yourday, right correct. It looks like a like an assignment that nobody wants,and i you know in a busy world, and so this idea that you and again this makesyou the authority and you, the expert you're, taking this and putting itspecifically in the context of them and their business. Just it's superpowerful totally. I love it well, ethan. We could talk all day here. I i can'tbelieve how many good nuggets are and here for any anybody listening, but isthere anything you'd like to add to this or applications we haven't talkedabout that you wish we had or want to just kind of open it up to you beforewe put a rap on it. Sure i just a couple again for people who arethinking about this practically. I think gashi sounds really reallyinteresting. Just a few things one if you want, i wrote a piece called thevideo adoption guy and it goes through common questions, common objections,the four stages to adopt as an individual, a team or as an entireorganization. It's got over fifty use cases across the customer life cyclebecause it's obviously works post sale. Just like it does presale across theemployee life cycle. This is fantastic for recruiting on boarding managing. Wetalked a couple kind of management use cases and even within your own personalnetwork, and some of them happy to share with anybody and i'll send youthe link to joe, if you want to drop it in like show notes or whatever so, forpeople want to go deeper on that, because we don't really have time tobut a couple practical pieces one and i'm not selling here. But you are goingto want a service to do this. You could like, if you have to set up a cameraand stand in front of it and record it and then transfer the video over toyour laptop and cut the front in the back off, and you know upload it tosome place and then screen shot it. So it looks like a video and put thescreen shot somewhere and link the screen shout over to where that videolives, whether it's youtube or vimeo or somewhere else like you're, just notgoing to do you're, never going to get to fifty videos or a hundred videosyou're not going to make this a normal part of what you do just like typing updigital messages is a normal part of what you do. Picking up the phone isoften a normal part of what you do. This will you'll never get there. Ifyou don't have something that makes it fast and easy to do, and yes, bom bomdoes that, but so to many other services. We'd love to talk with youabout that, but i do recommend a service and another reason why, in thiskind of a tactical practical pieces going back to this idea of sending avideo to one person like after a meeting or walking through apresentation or a proposal or something like that, something we often hear ishe even i sent this to one person, but it got opened. Eighteen times the videogot 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 towatch this video over and over again hey someone might watch something twoor three times to make sure they're perfectly clear. That's another benefitof doing it on video. Is they don't have to try to remember two days laterwhat you said on the phone call it's there on record, but again they caneasily forward it to other people, and so, if you use a more formal servicelike bomba 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 beingwatched on averon. It gives you a layer of intelligence to kind of help. Youknow when to follow up. Is this getting traction internally, etc, et cetera andagain, if it doesn't get opened or it doesn't get played, that's another signthat it's time to drop another voice, mail and or reply to that and just sayhey. You know provided this for you, for these reasons, do you have anyquestions about it right and so that...

...intelligence is helpful in terms offollow up to again keep things moving things that can show signs of intent orcorrect. 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 ireally like that so so everybody listen here, go check out bomb bomb, it'sbombaceae tool for everything we've talked about today. You do need a pieceof software. You need a tool. This is not the aren't major investments either,which is the cool thing like you can get started at very reasonable priceand you figure out if it works to get used to it, and i can almost gary toyou're going to fall in love with video messaging. Once you get the first fewunder your belt, there's like you just got to get yourself comfortable with itlike get through that little technology barrier, that's standing in between youand actually doing this just do a few. Do send one to your mom right, t, e, ror whatever, and just just try it. I love that. Okay, so i know we're shoreon time and we don't have time to get into the psychology of why it's so hardto get started, but as a listener, you need to know you're not going to becomfortable the first time or the second time or the fourth time. Somefor some people happens on the sixth for some people on the twelfth i justwatched a video from a guy that was like, oh my gosh, i'm so glad i'm onthe other side of this. It took me sixty videos, but now i'm like rockingand rolling, and i've sent two thousand and so- and i also like your tip ofstarting 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 orseven figure deal if it all goes well, like that's a much more intimidatingand challenging situation, then reaching out to a friend or a formercollege, or someone that you just had lunch with so start in a low threatenvironment where it's easy to do it and then grow from there? You and againyou can see that in that video adoption guy, that i'll share with you and ilshare with anyone who emails me at ethan ethan at bombo, awesome! Well,you, i think, that's well said, and you answered my next question, which is:how can we get in touch with you sure yeah linked in spelled, but is my lastname i'm connected to joe, and so when you see that you have us in commonyou've got the right, eth and view. I think i'm still the only one i liked inbut linked in or email and happy to answer any questions. People have i'vebeen doing this for a decade. I love it. I believe in it. I've seen it work in avariety of roles and industries in a variety of sales, motions and post sale,motions and i'm happy to turn anyone on to it by getting them over some of theearly hurdles. Awesome, we a check out what the ethon doing, i'm alwaysjealous of people with names like ethan beaut, as opposed to the probablytwenty five hundred joe sullivans that are on linked in go check out hispodcast, the custer experience podcast, i mean you know now listening to eathentoday what kind of insight he is capable of sharing with you so go checkout his own podcast and then, what's that stack of orange books, i seebehind you talk about that for a second yeah that stack of orange books thatit's rehumanize your business. It's a book. I coauthor with my longtimefriend and team member steve pasinelli, the subtitle of rehumanize, yourbusiness is how simple video or how personal videos accelerate sales andimprove customer experience. We talk about a lot of these themes. We get alittle bit into the psychology we get a little bit into the technology. We geta lot into use, case stories and examples and success stories and thegoal is to you know what wiley pushed us to do. Our publisher on it was toreally walk out. You know the guy that was our editor on. It didn't knowanything at all about video messages, and so he really demanded that we breakit down in a very structured straightforward way, so it should bewelcoming to people no matter their level of familiarity with kind of thethemes that we talked about today. Awesome well check out eaton's book aswell. I mean so much stuff you've put out there, so man awesome conversation.I had like three more questions, cued up for you that i just scrap because we,it was just too much good stuff and we...

...can't do to a two hour podcast. So ireally appreciate you doing this. Ettis was awesome yeah. Thank you. So muchsorry went long and you know i'm never going to tell you now. If you want toask those other questions, the future beautiful yeah, i think we're going tohave a part too cute up at some. Sometimes down the road here so well,thank you, ethan and, as for the rest of you, i hope to catch you on the nextepisode of the manufacturing executive. You've been listening to themanufacturing executive podcast to ensure that you never missed an episodesubscribe to the show in your favorite podcast player. If you'd like to learnmore about industrial marketing and sales strategy, you'll find an everexpanding collection of articles, videos guides and tools, specificallyfor b, to be manufacturers at grilla. Seventy sixscore award. Thank you somuch for listening until next time e t.

In-Stream Audio Search


Search across all episodes within this podcast

Episodes (70)