BUSINESS VIDEO MASTERCLASS
PART 4 - BUILDING YOUR FUTURE VIDEO PLANS
Win bigger deals by resolving uncertainty & promoting trust
Before you can win a deal with video, you obviously need to look at who you’re selling to first.
The more expensive or game-changing your solution, the more you need to pay attention to C Level Deal Approvers
- as big packages usually need some form of C Level approval for the spend to take place.
CXO approval has to be factored in.
Uncertainty needs to be resolved at every CXO level, like this:
The financial person - needs reassurance as to the profitability and the speed of return on their investment. They need to believe your ROI proposition.
They’re often the one with their job on the line if your package doesn't work out quite as promised. They need certainty your solution is as robust & trustworthy as you say it is, and that it’s easy to implement and be adopted.
A dip in profits due to a poor or patchy solution means dubious explanations to unsympathetic shareholders. On the positive side, if your solution is wide-ranging, then CEOs need to feel it gives them more control over their organization – not less. Often this is through a custom dashboard.
They matter too as the Chief Operating Officer has the job of running the business at a practical day to day level, and the successful adoption of new workflow solutions - which come with new products and services - is often central to this.
We’ve looked at CXOs and their different needs. Now let’s look even wider.
The Middle Managers
These are the ones who probably discovered you in the first place, and now champion you with their bosses.
Once you’ve successfully resolved their technical issues, managers are often the easiest to convince to champion you, as they’re already eager for change.
Their careers are often built on implementing innovative solutions - Their Big Idea - and they look for innovation as a way forward for them.
It’s their bosses who can be more difficult, though you don’t always get told this by eager champions.
You need to make certain that your champions can handle senior level objections, which video definitely helps with.
Resolving uncertainties at all management and senior leadership levels is how you’ll make sales, especially over long sales cycle times.
And video can help you do this, in a big way, as video has the power to resolve uncertainty and promote trust.
We’ll explore this more further along.
As a valued visitor to Business Video Masterclass, you’re now welcome to a FREE 15 minute personal consultation with me, where you can ask about a video problem that’s on your mind.
I’ve spent most of my professional life solving real world video problems.
It’s relaxing for me. I enjoy it. So please share your ambition or concern, and I’ll do my best to help.