Awesome Hank
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.
It is a fact that while the underpinnings of good business may be totally rational and well thought out, the moment of sale may be quite 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.
The Ford Super Duty Sales Video illustrates my point. 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.
Sales experts point out that these instinctual emotions are what really drive sales, much more than the rational preliminary 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.
At the moment, when the viewer begins to picture himself driving the car, the sales video has begun 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 frequently remind us 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 29th, 2010 · Comments (0)
A bad marketing incident is an industrialhazard for several business/company. In most cases, bad experiences cannot be fixed; they can at best be contained. Once a client has a real ‘bad’ experience, he’ll complain about the friendship and the news will travel like wild fire to your other consumers. In particularly bad promoting experiences, you stand to lose more than one existing customer. Even if you appease the buyer, it will be difficult to regain his trust. Bad marketing experiences can occur in different forms at different levels. They could be:
-A stock delivery not met on schedule
-A promise not kept by your sales agent
-A Discrepancy in consignment sent to the client
-Quantity Discrepancy in consignment sent to the purchaser
-Special bonus offer not released to a purchaser in spite of several requests
-Withholding stock delivery because the client has a small ‘due’ amount to pay
-Damaged consignment
-Several missed sales visits by your sales agent
-Forgetting to invite a valued purchaser for the annual dinner hosted by your marketing department
-Not thanking the customer for his large order
For several business/corporation, a stock delivery not made on schedule is a cardinal sin because orders are the very lifelines for the company and are expected to be right away attended to. This is an embarrassing situation. You might have to call the dispatch section manager and berate him in front of your fuming purchaser to placate his ruffled ego, and then thank him for his valuable order with the assurance that it would never happen again. This is a ‘bad’ marketing experience that should never recur.
Sometimes, one of your best sales agents gets into trouble by not keeping a promise he had made to your purchaser. One fine day, the buyer meets you and comments about it in a sarcastic way. Since you are the owner of the company/business, the news is difficult for you to digest. You immediately arrange for whatever was to be given to the client with profuse apologies. You would have to interrogate your sales agent and fire him if there is a past history of such incidents.
On other occasions there might be a billing discrepancy or a quantity deficit in the consignment sent to the buyer. You would then have to interrogate your office manager, and send your best product sales agent to placate the irate purchaser and later follow up with an expensive complimentary gift to him.
As in other companies, you too announce a bonus offer such as 1 item free on purchase of 10 items. Subsequently, your office does not release the bonus to him in spite of several reminders. When you receive a phone call or individual visit from the irate client, it would be very humbling experience to you to apologize to him in your office. Such experiences are quickly circulated in the market and are negative to the company’s credibility and image. You would have to arrange an office meeting and take the entire office to task.
On occasions, your office staff holds up the dispatch of an order just because a buyer has a pending bill to settle. Your client goes into fits. This is a ‘red’ alert. You could lose your customer to your competitors, who are always ready to welcome him with open arms. Once again, this is a situation in which you are expected to severely reprimand the office manager in front of the purchaser. After politely socializing with him, you might even have to drop him off in the office car with the promise to give him sufficient grace period in future.
On rare occasions, the purchaser receives a damaged consignment from your office. This can be smoothed over if it happens once, but if it happens several times, you are faced with a serious situation where you may lose this purchaser to your competitors. It is time for you to take matters to hand and you would have to personally promise the upset purchaser that in future you would personally supervise delivery of undamaged product. This is embarrassing to you.
Very rarely do you forget to invite a valued buyer to the annual dinner hosted by your product marketing department. If it does happen, it is a serious blow to your relations with the client. From then on, there would always be the risk of losing him to your business competitors. Then there are occasions when you or your office staff forgets to thank a purchaser for the large order he had placed. This is being ungrateful, and at some time in the near future, you might lose this customer to your competitors.
Not all sales agents are sincere. Sometimes a sales agent may skip visiting a particular customer for several months. This is a serious matter and warrants dismissal of the sales agent as such indifference to a purchaser would practically result in losing the purchaser permanently.
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Tags: Sales
Posted in Sales · July 17th, 2010 · Comments (0)