“43% of Buyers Feel Strongly That Volume of Information Overwhelming”
That’s the alarming headline from a recent post by Gartner’s Hank Barnes. But you probably don’t need to worry about information overload — because the shiniest nugget in the research Barnes describes is this: technology buying teams that are led by IT or “exhibit good cooperation” between IT and the business want more information, not less. “They want the details; they want to understand keys to successful implementation; they want checklists; and more,” Barnes writes. Obviously, a lot of buyers will prefer video to text, so you should consider adding informative (not sales-y) videos to your sales content.
2. Pep up online meetings
The most influential tool for sales success in 2020 was video conferencing, according to Hubspot. In the same article, a spokesman for Zoom asserts that video more 34X more effective(!) Anyway, while the fear of looking bored leads video-conferees to turn off their web cams as soon as a meeting gets going, it’s pretty easy to capture everyone else’s attention with a well-crafted show-and-tell. And, since the meeting itself is a video, a video demo will fit in smoothly.
3. Video FAQ gallery
Imagine you’re on one of those IT-led buying teams with a thirst for more information about a technology solution. Wouldn’t you appreciate an FAQ Page chock full of videos where it’s easy to pick and choose what you want to learn? Think along the lines of a product video gallery that’s easily browsable for customers, and a great resource for your salespeople who need to nurture prospects with engaging new content.
That’s it for now. Stay well.
Bruce McKenzie & Lorna Pautzke