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A corporate video is charged with the job of creating branding for a company. A trade show video has the job of attracting the attention of passersby in a short amount of time, and giving them a reason for seeking more information about a company and or creating a connection with the company. But while all business is about making the sale, it is the sales video which is in the front line, when it comes to actually making the transaction go through.
While corporate videos impart lofty concepts and expectations about a company, and trade show videos impart imminent interest in knowing more about a company and website videos must imbue the web surfer with reasons to trust the company , the sales video is specifically charged with arousing, in the prospective customer, immanent desire to purchase the company product or service.
While all businesses must be conducted with and guided by rational considerations and well thought out plans, the actual moment of sale, the very basis of business life, is just the opposite. Once concluded, a sale is a sale regardless of the reason that motivated the customer to purchase. Often irrational emotions impel sales, and a good sales video has to target the real feelings and drives that lead to purchases.
By way of illustration of my point, look at this Ford super duty sales video. The video, which runs for a 1/1/2 minutes can be found at http://video.google.com/videoplay?docid=5061172069898463347# .
Notably this 1 /12 minute sales video contains not a single spoken word, and only one information caption.
The rest of the time the camera pans around the Ford super duty truck, as some funky jazz music plays in the background.
As people watch this video, images of the sleek truck the cool music and preformed branding images of Ford race through their mind. They soon begin to think of the lifestyle of successful people that gose along with owning a Ford heavy duty truck. People associate owning a great work truck truck with successful careers, with a girlfriend or family, or else just plain good times trekking around, off road. A viewer feels powerful, he feels good. he feels happy.
Experts in the sales process have noted repeatedly, that it is these primitive type of emotions, which actually drive the moment of sale, much more than rational considerations, which act like fences which attempt to guide and hold our emotions in bounds. But at the actual moment of the sale, these primitive feelings escape and win the day.
Images that will drive this sale, include the sleek compact look of the car, the even side trim, the wide heavy duty tires, capable of off road travel, the roomy interior and the close up of the steering wheel, which invites a viewer to grab hold and drive.
When the viewer suddenly pictures himself driving the car, then the sales video is starting to succeed. And more so than in any other type of video, this process that takes place during the viewing of a sales video is visceral as opposed to rational and cerebral. The fundamental question, uniquely raised by a sales video, is whether I, (the purchaser), will enjoy using the product so much that I am willing and ready to part with some of my hard earned dollar in order to acquire it. So therefore, the sales video seeks to make the viewer feel that he will immensely enjoy using the product.
Experts repeatedly point out that the more the potential enjoyment of owning or using the product being sold or receiving the service being offered is related to fulfillment of one of life’s fundamental drives related to love, dating, marriage, food, etc. the more likely it is that the sales video will succeed.
Tags: marketing video, product sales video, sales video
Posted in Sales · August 30th, 2010 · Comments (0)
If you look into the history of great big business companines nowadays, you would find that most of their present success and panache is founded upon the great inroads in marketing done by their sales teams in the formative years of the company. It is no overstatement to say that the sales force of a business is its backbone. Without a fully commited, dashing and dynamic sales team, the company would be limp and lifeless; it would never stand a chance to survive and grow in the marketing and advertising wars of today. Therefore, as the owner of a small/medium business, it is of paramount importance that you select the finest sales agents who are committed, trustworthy, truthful and hard-working.
The sales agent is the interface between the company and the client/customer. He has the responsibility of not just making a sale, but of projecting the brand image of the company through smooth customer interaction and service. It is his responsibility to develop the client’s sustained trust in the business/company, bring in new clients/customers and in general, represent the growth prospects of the company.
When you are conducting an interview to select the best sales agent, the first thing you should look for in the candidate is the eagerness to succeed. Next, you should ask questions about his previous job and evaluate the genuineness of his answers. You could maintain a standard set of questions to ask each candidate so that the variation of answers would help you to compare different answers and assess the true implications and worth of different candidates. For example, to the question, “Why did you leave your last job?” one candidate may reply, “The pay was not good.” Continue with probing questions such as, “Do you consider pay as the only criteria in a sales job?” and see his reaction. A genuine candidate would answer something like, “No, sir. I am very enthusiastic about my product marketing and advertising job, but I plan to get married and wanted a raise, which was refused.” To the same question as to why he left his previous job, the second candidate may reply, “My boss was short-tempered. He was always finding fault in whatever I did.” Be wary here! The candidate may have definitely done something wrong to aggravate his boss. After all, bosses depend on their sales agents to bring home the bacon, and no boss would inherently like to annoy his sales agent! Ask further probing questions such as, “So, your boss was a tyrant?” and watch for the reaction. It is easy to spot whether the candidate is throwing the blame on his ex-boss for his own shortcomings. True, his previous boss might have been angry with him always, but it might have been for the reason that the candidate was always falling short of sales, or he was never showing up for work on time, or did not display the right initiative the boss expected. Keep this point in mind. A third candidate may say that he left his previous job as he was asked to go on a transfer. Once again, be wary here! No business/company would ask a sales agent familiar with one territory, to go to a new territory without justification. It would mean that the company would have to go through the whole tedious process of installing a fresh salesman, training him and familiarizing him with the territory, which would mean a waste of time, energy, sales and money. Continue questioning him, “Why should your company want to transfer you?” “Didn’t you perform well in your territory?” and watch and listen to his reaction.
In the next level of questions, gauge the each candidate to see whether he has the right mix of desire for earning a high income and job satisfaction. Ask questions to test whether the candidate views sales glitches as problems or as challenges. You can easily spot whether the candidate is lying or merely parroting the answer. Ask questions to gauge how responsible the candidate is regarding his job. Ask him about his attitude to customer satisfaction.
In the entire interview your questions should be framed to bring out the candidate’s enthusiasm towards his job, his determination to achieve sales, his enthusiasm to earn decent incentives through hard work, his proactive attitude towards customer satisfaction, his transparency, respect and accountability to his boss and the company, and his short and long term goals with the company. By asking all these questions during the interview and sensing strong positive signals from the candidate’s answers, you would definitely be in a position to select the best product sales agent who will be your company’s proud ambassador. Outsource your sales and marketing project to Globfreelance and find expert sales agent. This marketplace has assumbled the best sales agents that are committed and loyal from around the world. You can also find digital marketing sales agent at Golden Way Media ( golden-way-media.com) to sale your product in Europe.
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Tags: Sales
Posted in Sales · July 17th, 2010 · Comments (0)