Five Reasons the Insurance Industry Should Be Using Sales Video Now
We all know that meeting our prospects F2F is the best way to convert them into buyers. That’s the easiest way to build the KLT factor, essentially getting people to know, like and trust us! But with social distancing, it might be awhile before we return to conferences, trade shoes, golf courses and lunches!
Insurance Carrier Reps and Execs, Insurance Agency Principals & Producers or Insurtech Company Representatives and Execs who previously relied on in-person meetings may not be able to get back to “normal” for quite some time.
In fact, a group of Harvard disease researchers said recently that people around the world might need to practice some level of social distancing intermittently through 2022! But – there is another way to mimic the F2F feeling so important to selling. And that is by using Video in your sales process. Now is the time for sales leaders to empower their team to use personalized sales video messaging to keep their pipelines full.
If your sales team’s pipeline is feeling stuck because of social distancing and shelter in place orders, it’s time to roll out a strategy for your team to use personalized video. Creating authentic video messages can help your sales team stay in touch with current customers, show that they care during this uncertain time, and reach new prospects.
Is Your Team Using Video?
- Video Adoption is Accelerating due to COVID-19
Without a doubt, these are unprecedented times. You are not supposed to leave your home – and even if you are willing to, your buyer might NOT be willing to meet F2F. Creating video sales messages to send to specific clients or put in your email signature allow your folks to virtually connect with prospects and customers, without physically meeting with them. (Most people are visual learners anyway.) If they can see your reps while speaking about your product or service, how it works, and how it could benefit them, they are more likely to engage with your sellers in conversation.
Executives are more likely to take action on a video. A Forbes report: Video in the C-Suite indicates that 65% of senior executives have visited a vendor’s website after watching a video and 53% have conducted a search to locate more information.
Since executives are sheltering in place just like everyone else, the question sales leaders must consider is how to train their sellers to use video in their day-to-day selling activities.
- Because You Can
The type of video discussed in this article is a personalized PRIVATE video message that your sales reps would create on their smartphone or computers and send directly to the buyer via email or messaging tools. This also known as asynchronous video communication. (Because it’s a one-off and one-to-one)
This is contrasted by synchronous video communication, which are online video meetings with one or more people using Zoom, Webex, GotoMeeting, etc. Chances are your sellers are already having synchronous video meetings with prospects, customers and associates.
Asynchronous video messaging is a one-way message created – in this context – by your sellers to communicate with your prospects and customers. In most cases, your sellers already have the tools they need to create one-way video messaging because all that is needed is a modern smartphone or a computer with a webcam.
However, in order for sales reps to conduct synchronous video (Zoom) calls, they must first find, engage and gain acceptance by a prospect for the call. The asynchronous (personalized) video sales messaging approach helps your sellers reach more prospects to start more sales conversations.
- Separate Your Sellers from Competitors
Using asynchronous video messages helps sellers differentiate from the competition by giving customers an inside look into them as a person. While reps communicate your offerings, benefits, business practices, etc., their humanity is on full display. Think of it as a behind-the-scenes look into their approach to selling, if they allow themselves to be natural. People connect with people when they can relate to them as people. It’s hard to form a human connection via email or over the phone. When you create an authentic video message and your customers can see your seller’s facial expressions and hear them speaking directly to them, there’s a human connection that forms without being there in-person.
- Show Customers That You Care
Now, more than ever, we need each other. We’re all going through hardships, suffering anxiety at some level, and feeling uncertain about the future. This is one of the reasons the Insurance industry is actually growing right now. Video messaging allows sellers to show compassion, cut through the noise of today’s selling environment, and build trust with your prospects and customers. Showing your customers that you are there for them and care about their needs is extremely important right now. Your seller’s video messages can be a vessel to say hello or share an uplifting thought. Employing an empathic attitude now can lead to more sales potential in the future.
- Measure Contribution to Sales Results
Under normal circumstances, sales leaders strive to implement tools and sales processes that can measurably contribute to closed-won outcomes. Personalized sales video messaging delivered through email is one practice that can be tracked and measured. Including a video in email outreach can improve click rates by a staggering 96%.
Depending on the tool you use, sending a personalized video message can be a measurable tactic. We use OneMob – check out our CMO, Kurt Shaver’s analytics below:
If you’re thinking this is a no-brainer for your sales team, you’re right. It is. But, sellers need to master the art and science of creating and delivering video sales messages. They need to learn to be engaging, authentic, purposeful in their words, and concise – and doing it on camera. Skills they already possess such as smiling, being enthusiastic, and always offering a call to action need to be developed on camera.
Don’t sit on the sidelines. These are times to take action to improve your sales team’s results.
Viveka von Rosen is a Cofounder and the Chief Visibility Officer of Vengreso, the world’s largest digital sales transformation company. Known as the @LinkedInExpert, she’s author of the best-selling “LinkedIn Marketing: An Hour a Day” & “LinkedIn: 101 Ways to Rock Your Personal Brand”
She is a contributing expert to several of LinkedIn’s official blogs and Guides, and is often called on to contribute to publications like Fast Company, Forbes, Money, Selling Power and Entrepreneur.
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