Virtual selling is a newer way of doing business, but one-to-one sales are something that we’ve seen plenty of before. You might not think of it at first, but those sales pitches, phone calls, and in-person conversations where you’re trying to convince a single customer or client to invest in your products or services are all examples of what’s becoming popular yet again today: the one-on-one connection.
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The Internet is changing the way that people do just about everything. One-to-one selling is an industry term that was coined to express the relationship between brands and direct-to-consumer sales via platforms like Facebook messenger, email, and even video sales. One-to-one selling is exactly what it implies: a personalized connection to a customer on an individual basis that appeals to their desire for connection while addressing and resolving the problem that they are having.
Think of this as the small stores of yesteryear– if anyone still has a “regular” place, it’s like that. One-to-one is about remembering the details. It’s about making people feel special, saving their favorites and making a note of their habits, and more. People crave this kind of connection now more than ever. Thanks to the virtual advances in technology and the Internet of Things, this type of sales approach is definitely here to stay.
Virtual sales are evolving and growing at a faster rate than ever before. As people are withdrawing from big box stores and getting lost in a sea of consumers, they seek out customized online solutions and stores that value their existence as much as their business. This is where virtual selling with the assistance of video and other tools can really play to someone’s strengths.
The goal here is to make a sale. That’s always the goal. If you use one-to-one marketing and sales tactics, you’ll add an extra layer of convenience and customization that people love. Your audience wants to feel seen, heard, and connected. With this type of sales approach, you can deliver that every single time.
Video selling is becoming another new normal in the world of business. When sales agents use pre-recorded, and live video feeds to engage with customers and potential leads, that’s video selling. It can be an entire strategy all of its own, or it can be included as part of a larger and more dynamic selling strategy.
The experts say that the future of sales lies in video. As people consume more and more via video, they’re going to continue to demand more, too. Even though features like live chat and dedicated customer service have changed the way that companies sell, more consumers are still looking for shorter, easier-to-digest resources and insights. If you can use video to deliver that, you’ll be on the path to success in no time at all.
According to research, video selling is on the minds of everyone, and that’s where it should stay. In fact, check out some of the numbers:
- 86% of businesses use video marketing and sales as a tool to reach their audience, and that number is on the rise
- 93% of those who do use video say it’s an integral part of their strategy
- 87% of those surveyed said that video selling offers a positive ROI
- 8 of 10 marketers feel that video has a positive and direct impact on sales
- 75% or more of the Internet traffic comes from video streaming
As you can see, people are demanding a new way, and marketers and sales professionals are realizing that it’s time to deliver. Video selling works because customers love it. People enjoy videos, and with the new level of remoteness, the world has seen recently, having any kind of connection is almost invaluable.
Video selling offers brands the opportunity to speak to people on a one-on-one basis and discuss their specific pain points or problems. It also keeps customers engaged because it addresses them directly instead of making them feel like another number that is mass-marketed to.
There are several different ways that you can use videos to market and sell to your customers. The platforms available online allow brands to reach different audience segments or appeal to customers in different ways, depending on their needs and the brand’s goals in marketing.
The platforms and channels used for video selling include:
- Facebook and Facebook Live
- Email (via a link, usually)
There are so many different places that you can go online when you are posting videos. The type of video, the intended audience, and the type of business that you have will all impact how and where you market your sales videos online. All that matters is that you embrace as many channels as possible.
If you’re still not sure where to get started, we’ve got four tips that will show you that it’s a lot easier than you think to succeed with video marketing. Everyone is doing it, and for once, that’s exactly why you need to get on board. If you’re struggling to get started, try:
- Getting on your webcam. There is data that shows a relationship between the amount of time spent on live video chat and the number of deals closed.
- Use video to connect on LinkedIn. While LinkedIn has a pretty unique video environment, only about 51% of people take advantage of it. This is a great way to network and build your brand image, among other things.
- Record personalized lead videos. If you can’t do live chat, personalized videos could increase your close rate by as much as 75% when they’re done right.
- Use videos in email marketing. People love video, and they’re far more likely to watch a video than read a long sales email. In fact, this article would probably be a lot more digestible for several people if it were a YouTube tutorial and informational piece.
This is just a glimpse of how you can get started with your video selling tactics. Feel free to take your time getting your feet wet and make sure that you are confident in your efforts before you start making a bunch of plans. The only thing worse than not utilizing video, after all, is not utilizing it effectively.
Aside from the fact that it’s just what’s popular right now and that it works, there are several benefits to consider with these new approaches. By taking the time to see just what they offer, it may be easier for you to make the transition. Here are some of the biggest perks of virtual and video selling with a one-on-one approach instead of mass marketing or segmented marketing.
- Valuable Customer Data Insights: Video selling allows you to collect analytical data about your customers and learn more about what they expect from you as a brand. This kind of insight is hard to come by when you’re a faceless company selling to the masses. Besides, what better way to grow and succeed than to give your customers exactly what they want?
- Loyal Customers: When you do that (give people what they want), they will remember and come back to you in the future. Studies are still early, but they are showing promise in that customers who are treated well and given the opportunity for a video selling connection are going to be more likely to come back and support the business in the future. If you don’t engage in video, you’re essentially turning away your loyal customers before they have a chance to react.
- A Personal Connection: Above all else, customers today love that personal connection that the Internet has brought back. So many companies got away from it for so long, but customers have come back and proven that this is exactly what they want. When you use video selling, you are connecting to people, having a conversation, and trying to figure out exactly what it is and what they need.
- An Affordable Resource: You don’t have to spend a fortune on video equipment or production. Sales videos and virtual selling are all about creating affordable sales pitches and opportunities for your audience. When you just turn on your webcam and start talking, you’re getting a lot of marketing and sales potential without even spending a dime.
- Influence and Educate: In addition to getting the sale, video selling allows you to talk to your audience like the people that they are. You will be able to educate them on relevant topics, engage with them on common ground, and influence their ultimate buying decision with your sales tactics and information that is provided. People need guidance, and they want it from the brands they work with. It’s time to deliver.
Now more than ever, people want to feel connected. Even in the massive world of the Internet, or maybe especially so, people need to feel like they can reach out and touch someone, and in several cases, that ends up being the businesses that they work with. The global pandemic has given people all the more reason to consider virtual selling and video sales, and it’s changing the way that consumers enjoy doing business.
91% of all marketers say that video is more important for brands because of the pandemic. People are expecting to budget more here because the world continues to thrive with the new digital transformations that have taken place. Some people say that once the pandemic settles down and life returns to “normal,” much of these efforts will be for naught.
Do you really want to wait, though, or do you want to embrace the opportunity, regardless of the world around you? If it’s the latter, virtual selling is definitely something that should be on your list.
Conclusion: DTC Means One-to-One
It doesn’t get much more “direct” to the consumer than with one-to-one selling, whether that’s through video or another virtual means. Working with consumers today requires a special approach and knowledge of their needs, expectations, and demands.
If you really want to see the power of video selling in action, check out the current real estate market. The pandemic didn’t kill it– it just created a need for a different way of doing things. the current sales environment required a new way of thinking and a new way of selling. So many people wanted to move out of the cities and into the countryside that the demand skyrocketed. Yet people couldn’t travel to spend weeks looking at houses. It’s now not uncommon to find someone who literally bought their house from looking at a video promotion and walkthrough of a house.
The next step that goes beyond just video selling or selling from a photo or other virtual representation is Virtual Reality selling. I’m really looking forward to seeing how that takes off.
Regardless, virtual selling is here to stay IMHO. Just as telecommuting/work from home was somewhat “suspect” for many corporations in the past, they now see that in many circumstances it is not only possible but can save the company money on their commercial real estate costs while productivity remains at acceptable levels. I’d say the future of virtual selling is aligned perfectly with the future of DTC.
About the Author
For over 25 years, Jay Sung has been a passionate leader in driving sustainable growth through direct-to-consumer, e-commerce, and customer acquisition strategies. Mr. Sung oversees corporate branding and growth initiatives utilizing a continuously evolving toolkit of digital marketing strategies and technologies to drive innovative direct marketing programs for portfolio companies – from startups to Fortune 500 organizations.
Previously, Mr. Sung served as the Chief Marketing Officer for Guthy-Renker, a $1.3 billion industry leader in the direct-to-consumer health and beauty market. He is best known for developing consumer acquisition and marketing strategies for leading brands such as Meaningful Beauty® with Cindy Crawford, Wen® Haircare by Chaz Dean, IT Cosmetics™, and many others. In addition, he served as the CEO of such well-known brands as The Proactiv Company and Lot18.
Mr. Sung lives in Los Angeles, enjoying all Southern California has to offer. You’ll frequently find him reading the latest business journal, cooking, or practicing the piano to relax. Mr. Sung earned his Bachelor of Science degree in economics with a double concentration in marketing and accounting from the Wharton School at the University of Pennsylvania.