How many times have we all heard the saying that a picture is worth 1000 words?
It’s meant to reinforce the idea that more than words, pictures can help to strike up the imagination. It makes intuitive sense, right?
If you believe the figure above about people remembering stories more than statistics, then it’s absolutely clear that words by themselves can only do so much. While words help explain your point of view, pictures can help engage people even when they don’t realize it. Pictures tell stories, and stories are remembered best!
Let me explain what I mean, in the video below.
The Sales Application
I believe video is becoming a powerful movement in sales. I’d love to see some stats around this. In 5 years, we will be asking, "If a Picture is Worth 1000 Words, What is Video Worth?"
If you believe the job of sales is to help convey stories, then the preferred medium for you, my friends, should be video. Videos do something that pictures can’t. Pictures are helpful, but pictures are static and videos are fluid and dynamic.
I believe that every sales professional who is serious about making an impression should be focused on making their own videos.
The Mechanics of Recording Video
Creating videos is not that hard. Don’t believe me? The costs are low enough that you can walk into any consumer electronics retail store or visit any online retailer to buy the equipment you need.
The Biggest Obstacle: Vulnerability
I believe the biggest reason people don’t put themselves out on video, or even written blogs for that matter, is vulnerability. They’re afraid to stand out, look different, and cause attention to themselves.
In a twisted way, we in the sales industry have created these cookie-cutter monsters that are too afraid to do anything except the specific and exact task assigned to them. Am I right, or am I right? This is why I’m adamant that the entire sales industry needs a bit of a kick in the pants. We need to acknowledge that we’re hiring people who have unique talents, gifts and abilities. Why not take full advantage of it?
Organizations need to change. The old ways of structuring a company were good for old school buyers. Buyers have evolved now and they continue to evolve. Information is breaking down barriers. Social selling as a nascent industry wouldn’t exist if this weren’t true.
The Bottom Line
It’s important we help sales people realize that it’s time to start focusing on stories. Now, if you’ve never written a blog, you’re in luck because you can “leap frog” over the traditional blogs that only have words. I’m encouraging you to give video a try.
As social selling begins to make its way into organizations, more interactive forms of storytelling will need to be used. The old school cold call can still be a sales technique you use, but it can’t be the only one.