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Quotable Podcast Episode #72: Video Is a Selling Tool for High Performers, with Sati Hillyer

Host: Kevin Micalizzi, Christina Arroyo
 
Video isn’t better than the phone or face-to-face meetings; it’s just different — and it’s often different enough to set you apart from your competition. Join Sati Hillyer, CEO of OneMob, as he shows how video can make you more productive, trustworthy, and high performing, starting with prospecting and continuing through the funnel all the way to close.  

When you're being productive, there are multiple tools in your toolbelt, and I think video has definitely earned its place.”

Sati Hillyer | CEO of OneMob
 
 
 
 

Episode Transcript

Kevin Micalizzi: Welcome to the Quotable podcast. There've been a lot of technologies introduced to help sales reps make a better connection with their customers and with their prospects. Today, we're sitting down with Sati Hillyer, CEO of OneMob, who is going to talk to us about how using video in the sales process can make a huge difference. Welcome to the show.

Sati Hillyer: Thanks, Kevin, happy to be here.

Micalizzi: Sati, it's awesome to have you in the studio here with us. For our folks listening who aren't familiar with you, would you share a little bit about yourself?

Hillyer: Yeah, thanks Kevin, thanks for having me on the show. Yeah, my name is Sati Hillyer, I'm the founder and CEO of OneMob. Before starting OneMob, though, I actually spend eight years at Salesforce.com. So, learned a lot there. My job was to basically take the idea and concept that Marc had around the AppExchange and make it a reality. So, we got it to about 2,000 apps, working with a lot of partners, a lot of household names like [Beva] and Financial Force, and a lot of also small startups as well. And it really got me excited around really what you can do around business platforms, and how they can evolve and really shape to help folks in the industry use these technologies in a more fluid way.

So, fast-forward to about three-and-a-half years ago, I decided to go on my own. And I was really thinking about what exactly do I see in terms of trends, and where can technology continue to enable? And I've always been a big believer in this concept of consumer trends influencing the enterprise. I know Marc was always promoting about, why can't enterprise software be as simple as buying a boom on Amazon?

We took that same insight and same mindset and said, what else are we seeing here? And at the time, taking selfies and using video, communicating with your family and friends, just became more and more common. So we thought, how can we take that same insight and that same approach and leverage that in the enterprise and build a more personal experience with your customer? So, that's kind of how I got here today.

Micalizzi: I love it. And video comes up on the podcast quite often now, so it's great for us to be sitting down and talking about it. Before we jump into it, I'm Kevin Micalizzi. I'm the executive producer of the Quotable podcast. I'm joined today by my co-host, Christina Arroyo. She's visual design manager here at Salesforce on the Sales Cloud team. Welcome, Christina.

Christina Arroyo: Thanks for having me.

Micalizzi: So, it comes up quite often, video's one of the new channels we can use. And you're not going to be Snapchatting your potential customers.

You're only going to be Snapping, hopefully, with people you know somewhat. So, what are you finding people are looking for, and people are doing right now with video?

Hillyer: For me, I think it's all about just helping to reconnect with customers and really bring that personalization back. I think what we realize is, going back to the basics and really building that trust and that bond was missing. And video really allows you to start to bring that back. And it's really interesting, because I've been hearing a lot of things at conferences like Dreamforce where you're really seeing this move to this Fourth Industrial Revolution.

And I remember Marc saying something about, it's all about the data, it's all about the intelligence. And I think that's really important, but if you think about it, if I have all that intelligence and I can't present it in a very personal way for my audience, for my buyer, then what was the point of that exercise? And so for us, we see video as really that way to present yourself more effectively, tell the best version, show the best version of yourself, if you will.

And I think what we've seen with the consumer trends, whether it's Instagram or Snapchat or Facebook, it's very easy to connect with your parents or your friends when you just quickly take a video of yourself and share that experience, and all of the sudden those words you really can't sum up sometimes to capture that experience are easily shown through this visual representation. So for us, our goal was just taking that insight and saying, I want to connect with the customer again, I want to show I'm human, I want to build that trust, and I want to be able to just tell a better version of the story so at the end of the day, that customers know I'm working with someone as opposed to some random automated email and hopefully there's someone behind that looking after me.

Micalizzi: So, how is this different than what we used to do with a WebEx or a GoToMeeting where you're getting on and you're giving that video face and trying to run them through a demo or something like that. How's the dynamic different now?

Hillyer: Yeah, and those platforms we love, because I think they go hand-in-hand. And to geek out with you for a minute, what those platforms are is, that's all synchronous, it's all real time.

If I set up a WebEx or I set up a GoToMeeting, I need you to be available. I need to make sure that we're available, we schedule, we calendar, and then all of the sudden you and I are talking live, just like now. Whereas our platform is asynchronous. It's more messaging, it's recorded. So, I can record it when I have time, I can do it from my home, I can do it out in the road, if I'm in the field. I can do it wherever I want.

I can send it to you through a variety of ways, and you can watch it at your leisure. Now, I don't have to bother your calendar. I don't have to figure out, when can I get you as well as maybe all the other people who might need to be in that conversation together, which takes a lot of time. But at the same time, I can still deliver something to you that's compelling, that's personal, with the power of video, and you can consume it when you're ready and you can digest it, you can forward it to the right people. And now all of the sudden, I'm there without being there.

So, synchronous video and asynchronous video like us, they actually go quite hand-in-hand. And for us, we're always talking about turn on your camera, let people see you. And if I can see you during the meetings, great, but if I can't, I want to follow up with you or I want to set an agenda before the meeting, and I'll use video just so you know who I am.

Micalizzi: Okay. Christina and I were talking about this when we were getting ready to come in for the interview, and I think it creates a lot of challenges when you're turning that camera on, especially with so many people working remotely now.

Arroyo: How does that work? There are so many people working from home. You think about so many inside sales people at home making these calls one after another in their pajamas, maybe, at the kitchen table having a cup of coffee, not fully being combed, maybe makeup not on. That just sets up a whole different dynamic for salespeople. And certainly, I would think, also a whole different dynamic based on maybe age and gender too.

Hillyer: Yeah, it's really interesting. I think there are a couple of things that are happening that we need to be mindful of. And I don't like to throw out a lot of stats, but one I thought was really interesting is, PwC says by 2020, 50% of the workforce is going to be millennials. And a lot of these millennials are again doing this already. They're doing it more in their pastime with their family and their friends, and then they go to the office and they're kind of forced to go to this other approach — open up your email, log in to this system, log in to this system, and stick to that.

And I think naturally, if they were with their friends or their family, they're not going to even touch email. They're going to be texting, they're going to be doing all these other tools. So, I think there is a trend that we need to be prepared for, and I think when you start to give these different types of sellers, whether they're sales reps or customer success or really anyone in the organization, if you give them those tools, you can really start to help them embrace this technology they're already using in the enterprise, and over time it starts to become more of a norm.

Even when, I remember at Salesforce when we launched Chatter, it was still very easy to go back to email, because email's comfortable, and that's where we lived and breathed.

Micalizzi: Right, people don't like change.

Hillyer: But then once we started to have management say no, I'm going to communicate with you in this group and I'm going to communicate in this way, all of the sudden it started to ripple and everyone started to embrace it. So, it is a change, but if the change at the end of the day is going to help you build a better relationship with your customer, I feel like people are more open-minded to that.

And there are the folks who are maybe older who are thinking, I've never done this, I'm really comfortable just being on the phone and by email. Hands-down, though, I think across the board, everybody wants a face-to-face meeting. Everyone does better face-to-face. And I feel like this is something where we're trying to give you that, especially when you have things like travel being cut, or I am an inside salesperson and I am working from my home, but I have global accounts and I never get to see them.

What are my options? So, we're trying to help people think about, video's never going to replace phone, it's never going to replace email, it's never going to replace face-to-face, but I do think you need to think about, when you're working and when you're being productive, there are multiple tools in your tool belt, and I think video has definitely earned its place in that line.

Micalizzi: In terms of the adoption you've seen, are you seeing it's more of a millennial crowd, companies that tend to skew more let's say early career versus very seasoned sales forces that are adopting it? Or, are you seeing a balance between the two?

Hillyer: It's interesting. I think the assumption is the younger crowd is going to embrace it out of the gate, and that's not always the case. I think the people who embrace it the most are the folks who are always thinking about out-innovating each other. So, if you think about this, whenever we see the people who adopt video the most in our platform, it's always the highest performers.

It's the people who are always hitting their number or exceeding their number. And what they're trying to do is continue to innovate and get better. And what ends up happening is they use it, they get some account who went completely dark on them, they send them a video, and all of the sudden they get a response. And that result makes their peers think, maybe I should be trying this. If that's making my best performers better, maybe it's going to make my lower performers improve their experience. And that's what's really interesting, because that best-performer bucket, that cuts across all ages.

You've got some millennials out of the gate who are extremely motivated, but then you also have those other folks who've been doing this for a while but they're always looking for change. So, it's tough for me to say it's a specific group of folks who are going to embrace video more than others, because I've seen lots of ages, lots of genders, or lots of different types of cultures and ethnicities. We always thought initially, the people who would use OneMob the most would be only U.S. companies. That's not the case. We see international, we see Asia adopting it, especially where it becomes very much around cultural respect and dynamics, where again, if I can talk to you virtually versus emailing you back and forth, that can really play a powerful role.

But again, for me, I'm always very mindful of the fact that this is not the replacement. This is just a supplement that's going to help complement the way you guys do things.

Arroyo: And where do you see this supplement playing a role in the sales cycle? Do you feel like you first need to have a couple touches that aren't video, just to introduce yourself and gain that level of trust first?

Hillyer: Yeah, and it's interesting because …

Arroyo: Before I see you in my inbox.

Hillyer: Yeah, right, because we thought initially, would this be a great prospecting tool? You've never seen me, you're not answering my email, let me just send you a video. But the reality is, we don't Snapchat with strangers, we don't FaceTime with random people. We FaceTime with people we know. So, I do definitely think that two big groups that make a lot of sense are existing customers, because there already is some level of relationship, and even employees.

And there's these amazing stats. Forrester has this stat that says 75% of employees would rather watch a video than read documents or links or articles, especially internally. And then, for customers, Forbes says 59% of executives would rather watch a video than read an email, especially if the content is the same.

So for us, if you have a relationship, I think that's a great thing to, hey, just wanted to follow up, or I know we met at the conference and we talked, so I wanted to put a face to a name and talk about what some next steps are. I think those are some great use cases, and you can use that across your sales cycle depending on how you guys approach it.

I think if it's more of a prospecting thing, then yeah, you probably have the typical five-to-10 touchpoints. Maybe it's a call, maybe it's a marketing thing, maybe it's a LinkedIn social connection. We then recommend, how can you improve one of those outreaches with video? And we see that.

And we see that. Sometimes you might find all this information about the person on LinkedIn, and then you try to connect with them, and you send them an InMail. Even InMail sometimes can feel a little like, who is this person? But if you can now embed a video, which you can with our platform, all of the sudden that InMail becomes a little more real and more personal. So, I think it's about figuring out where in your touchpoint system today are you feeling like things are dropping off, and maybe applying a video there.

Micalizzi: That's what I was wondering as well. I hate to say it, but at this point, InMail for me are like the circulars I get from the U.S. Postal Service.

I get them all the time. Most of the time, it's pretty obvious they didn't even look at my profile, have no idea what I do for work. It didn't make any attempt to customize that outreach. So, I was curious, do you find that folks are using — I guess I'm thinking, old-school approach was maybe we sit down with you, you work with the marketing team, they film a little video of you that you can use to send out so that people can get a feel for you.

Are some people using it like that, or is it really every time I want to communicate, instead of typing up a message, I'm flipping on a camera and saying, I would love to follow up with you. We met at this conference, and here's my thoughts on what we talked about?

Hillyer: Yeah, you know, I think one-to-one video is really compelling, but I don't think it's scalable. And I feel like with a lot of these companies, especially when they're inside and they have hundreds or thousands of accounts or prospects [unintelligible], it becomes daunting. And we tell them, it's kind of like the 80/20 rule — 80% of your customers you can probably send them a couple of things and helpfully that can stimulate some sort of response. And then, there's those 20% where maybe there's a really big opportunity here, and you want to go and do that a little bit extra step.

That's when you might get a little bit more perspective, and say, hey Kevin, this is Sati. I know we talked about these three things, so I wanted to follow up with you. So normally what we will tell them to do is, first of all, let's find out what your use case is. What are you trying to do? Is it introducing yourself because you're now the new account manager for that region, or is it an event is coming up and you want to invite them to your booth, or to a specific event to really make it more personal? Once we figure that, then we say now that you have that use case in mind, let's help you create that video.

It's funny you mention that whole marketing and having them record a video.

Micalizzi: I remember doing them, years ago.

Hillyer: Yeah, and I think that's what a lot of people think about when they think about recording a video — I have to go to some room and set up some beautiful …

Micalizzi: I've got to memorize some script at the same time.

Hillyer: Yeah, and have this perfect situation.

Micalizzi: Christina and I were joking, putting a backdrop when you're working from home just to have that kind of professional feel.

Hillyer: Yeah, and so I think what we're trying to help people understand is, you have these amazing cameras in your pocket — these iPhones, these Android devices, they're only getting better.

And even laptops are getting better. So the first thing we try to do is say look, you don't need to go to a studio, you don't need a videographer, you don't need to get thousands and thousands of dollars of equipment and people's time. You can do it on your own. Now, recording a video of yourself can look amateur, so we try to help you improve that by allowing you to brand it, so it has the company logo, allowing you to use different types of editing to make it look a little more professional.

We give a lot of folks lots of best practices on how to record a video, so you don't have the light shining behind you and it's creating shadows, stuff like that.

Micalizzi: Make sure your kids aren't in the background.

Hillyer: Exactly, or don't hold it so it's shaking. That's why we also invested a lot in building a desktop recorder, so you could do it just from your laptop, because you can just flip up your camera and boom, you get a great video. So, that's the first thing we try to do with people.

You did mention two things I thought were funny. One was scripts. So, we've had people ask about that, so we actually have a built-in teleprompter. So, you can literally write a script, or take your voice …

Micalizzi: Wow, if you're not comfortable doing it impromptu.

Hillyer: And it's just like a news anchor, and you'll scroll down and read the lines. And it's not about making the recording really inauthentic, it's just about guiding them, helping them.

Micalizzi: Oh yeah, some people get really nervous if you flip that camera on, and it's like a deer in the headlights.

Hillyer: Yeah, and it's funny, because I know you've talked to Mario before on another podcast, and me and him talk about this a lot. And he says one of the best things to do when you're recording a video is, your camera is your customer, your camera is your partner.

It's the person you are trying to reach out to. So, don't think about, I'm recording a video, but think about we're just having a conversation, and I'm going to ask you the things that we normally ask. And then from there, then we want you to be able to share it however you want. And the most important thing at least in our business is being part of your workflow. If you live in Outlook, we want it to be very easy for you to use our platform in Outlook. If you live in Salesforce, same idea.

Because, that's what reps need to do. They need to be fast, they need to be efficient. And going back to your very first question, or first comment, about is it a personal video — more often than not, it isn't. More often than not, it's just hey, this is Sati. Met you at Dreamforce, just wanted to put a face to a name. Would love to keep the conversation going, especially about these two things. Let me know when you have time to connect. In fact, click this button below to book a time on my calendar. And then, they send it to their 50 accounts or their 100 accounts. And that's usually the main use case.

And then, they'll use it more one-on-one for different stages of the deal.

Micalizzi: Interesting, because I'm a remote employee, so I spend probably 80% of my time on video in meetings, but internally, not externally. And we were thinking about, that would be a rough day, especially if you're working from home, and that camera's on all day, and you're constantly talking to people on camera, and you've got to make sure you look good. And obviously, it's one thing when you're face-to-face, but it's another when you're just the headshot on there. You've got to make sure you're presenting yourself well.

Hillyer: I'll be honest, I work from home a couple days out of the week, and we have also another feature which is pretty amazing where you can actually stand in front of a green screen and you can put any background. And so, I bought this portable green screen from Amazon, and I have it behind me. And what I normally do is, I have a collared shirt hanging on the door, and I usually have all my calls with the team really casual.

And then, when it's time to do something for a customer, I'll put my collared shirt on. Either I just have a blank wall behind me, or I'll use the green screen to maybe show their logo, and then I send them a quick video. And yeah, again, I try to do it strategically, not for every account, but for the accounts that have meaning, or I just do more of a blast. And it's just a nice addition. It just helps people know, I am the person they're going to work with.

And I'll tell you one thing, which I think is so amazing. I get so many people who I will run into who will, as if they know me, and say hey, it's great to finally talk to you, I feel like I know you. And I'm thinking, really, because I don't remember this person. But, they've watched my video and they've really seen who I am and seen how I interact. And I feel like they already have a piece of me. And that's I think the thing that everybody wants. It really helps make that whole conversation move so much more smoother, because that rapport has already started to establish itself.

Micalizzi: Absolutely with you. We've done video interviews for Quotable, and I've hosted a number of them, and I've had people come up to me at events, and they start talking to me like we've met before, because to them, we have, but I haven't actually met them yet.

Arroyo: So, you've talked about a couple, two real main objections that you run into, which is how much is this going to cost, what kind of investment am I going to have to make in a setup, and then just being comfortable, and a new way of thinking about how to reach out to customers.

What objections do you hear about or face when you've got a CEO talking, going in and pitching them this idea of incorporating video into a touch, and them saying, I've got a lot of really young sales reps, and I'm having them reach out to really senior stakeholders in different companies. And I don't want their age, maybe, or maybe even their gender, to be a barrier in making that connection. And that goes both ways.

Hillyer: Yeah, I mean, it's a really valid point. And I'm really honest with a lot of the people I talk to. And I say, this may not be the silver bullet for you. I think you have to really look at how your business is doing. And if you have a young staff, which a lot of folks do. A lot of these big companies I work with, what they'll do is they'll create these kinds of virtual hubs in usually areas of their specific country that are more affordable, and then they'll just hire a bunch of college students or inexpensive workers.

And as a result, you might be thinking, I don't know if I want this person reaching out to this Fortune 500 CEO, so I'll just have them use email. But then it comes back to, are they even looking at your email? Are they even responding to that rep? And you're putting a lot of time to write these scripts and use marketing and use all these tools to automate, but if that rep's not getting any reps, then as a CEO, I think it's your responsibility to think about, what do I need to do to really help? And that's where I think we can really come in, because we can say look, yeah, you can hire maybe some enterprise AE that's going to go visit the client, but think about how much that's going to cost.

So, why don't you at least try to get ahead of it, maybe put that face to a name, show that buyer that hey, you know what, I just want you to give me 10 minutes of your time, I just want to talk to you. Can we have a meeting? And you'll be surprised. There definitely needs to be some training. This is definitely a platform where I never recommend people saying, check out OneMob or any video platform, if you will, and record a video and good luck.

I think this is one of these platforms where it truly is 20% technology and 80% change management and changing behavior. Our biggest obstacle when people are rolling out video isn't technology; it's shifting the mindset, and getting the rep to feel comfortable on how to communicate. We work with a lot of sports teams, for instance, and a lot of sports teams, there are a lot of, again, young talent, young sales reps, but they're always dressed so nice, like suits and ties.

And it's pretty amazing when you watch these guys do their pitch. And I think one of the things I'm realizing is, if you're young you can definitely always dress yourself up. There's things you can do to present a more mature version of yourself. And I think that's a really important thing when you start to embrace video, is again, what are your talking points? What is that script? One of the things that video does really well is it helps people get concise.

People have a tendency to ramble on and on. So, what we try to help people do is say, make sure you're looking professional to your crowd. And sometimes they have fun with it. Let's say for instance you're trying to sell to this person and they're not picking up, but for some reason you know they're a huge San Francisco Giants fan. They might even just wear a Giants jersey, so when they see that first thumbnail, they see something that's a little bit more engaging. And that stuff works. People eat with their eyes before they eat with their stomach. But we do tell a lot of people, let's make sure we have a good script. Let's keep it short and sweet. No one wants to listen to you ramble on for two minutes.

Thirty seconds: introduce yourself, why should I even be caring about what you have to say, and what's that call to action? And we just tell them to try it, because again, there's no silver bullet. I can't tell you that it's always going to work for every audience. But we're just finding more and more. And again, that's what these stats are showing, that people are embracing video, it's easy to digest, I can watch it from my mobile device, and then after 30 seconds I can forward it to the other people in the organization who make the decisions and go from there.

Arroyo: Do you have any steps you can share with us what's more effective, a person on a video explaining something for 30 seconds, or 30 seconds of them walking through an infographic, for example?

Hillyer: A still infographic?

Arroyo: Or some type of presentation, or walking them through a demo, or short demo, or something?

Hillyer: Yeah, there's definitely different types of videos that we see people use in our platform. I think it varies on what the content is. For instance, if it truly is just a video of a rep or seller trying to just introduce themselves, then we typically recommend being very short, to the point, and then within 30–45 seconds get to your call to action.

But if you're going to show a demo, like perhaps you want to show a quick two-minute demo of a product.

Arroyo: It's personalized to me and maybe my company and areas I can improve upon or products I can buy and add on.

Micalizzi: That was an area I was going to ask about, and I think these tie together really well. You've got to be adding value when you reach out, because everybody's reaching out, and everybody's bombarded on the other end.

So, they're not likely, unless you've established that relationship, they're not likely to pay attention to a colder contact. So, if you're using this to grab the attention, how do you add that value, and does it make sense for me to just be like, Sati, I'm reaching out to you, or do I show you, you guys are experiencing challenges like this, and here's what we've found works, and walking them through a scenario or a presentation versus just hey, this is my attention-grabber video?

Hillyer: Yeah, those are amazing.

Arroyo: Things for adoption, maybe.

Hillyer: Yeah, and that shifts my thinking actually to more of that post-sale role, where it's a CSM or account manager, and they're trying to drive adoption or activations or even renewals. Then it is more of, let's Coca-Cola, I'm going to walk you through what I see we can do to really help you out, and really tell a story.

And that video can be anything. It doesn't have to be a video of you. It can be a video of your screen, and you showing something on your screen, and maybe even you having a little video of yourself in the bottom corner. And it's kind of like what you can do today with screen sharing, but again, when you think about screen sharing, how many times have you gone to a meeting and then they say, do you mind if I record this meeting, and it ends up being a 45-minute or an hour video, and then you're like, I'll send it to everybody to watch. No one's going to watch an hour video. But if you could just say, you missed the meeting, so I'm going to quickly send a quick video to show you what you missed. And here's what I think are the things you should know about—  two, three, four minutes.

That is very compelling, because obviously it's very geared to your audience, and it's also I think a way for those folks who might be a little shy of recording a video themselves, it allows them to get around it.

Micalizzi: In terms of adding value, are you finding that folks are recording let's say a couple different situational videos they then use in a broader sense, or that folks are actually trying to use that video to add value, to be that hook to get a potential prospect to actually truly engage with them?

Hillyer: It's a little bit of both. With our platform specifically, our platform is all streaming. It's like YouTube or Netflix. You never download anything. And I've gotten this question: why don't you just record a video on your phone and just send them the raw file?

Micalizzi: I was wondering that.

Hillyer: And the reason we don't do that, there's a couple. One is, we're all taught, don't open attachments. And these videos are high definition, so they could be 50–100 megs.

So, even if they do get through the email, which they mostly won't, no one's going to open a big file like that. The second thing is, I've done all this effort, and I want to know if you're watching it. I want to know if it's working. And if I send you a raw attachment, even today if I attach a PDF, I don't know if you're looking at it. So, we stream everything. And this is where I think our platform gets really exciting, because when you stream, that means you can control the way it looks.

And if I send you to YouTube, one of the challenges of YouTube is that there's a lot going on. There's advertisement, there's cat videos, there's so much stuff that can grab your attention. All of the sudden I was trying to tell you about the latest and greatest, and all the sudden you're watching my competitor’s videos or something else.

Micalizzi: Yeah, you're down that rabbit hole so easily.

Hillyer: Right. And so with our platform, we make it very easy for the rep to use a video but then add other content, and really build the page however they like without marketing, so they can add content.

Micalizzi: So, it goes from just the video to being more of the experience, and you can guide them to what?

Hillyer: Anything: documents, links, other videos, create a gallery. And the reason I brought this up is because when you say is this about capturing attention or creating value, it's about both. We use the video as a Trojan Horse. This is going to get your attention, because when you do open that email or when you do open that LinkedIn, you're going to see that thumbnail. It's going to have a big play button. And people like to click play and watch. Then when you watch, it's going to have all this content around it.

And Forrester said 82% of buyers will go with the winning vendor after viewing five pieces of content. So, we always tell our users, don't just send a video. Send the video and add the two, three, four pieces of content that's going to help complete the story. And don't embed it in your email, because if you embed it in your email, they have to click on all these links and you start to lose them. Give them context.

And so, going back to both your guys' point about value, we want them to use video to set the story line, and then add the components that are going to be the most appropriate for that particular customer.

Micalizzi: So, if I'm a rep, and I'm ready for a new tactic, new approach, trying to draw in those customers and prospects, and my organization just isn't ready, and they're just not seeing the benefit yet, what could I be doing right now to try and take advantage of it?

Hillyer: I think now, we're in a time where you can start to leverage video in a more seamless way. You asked at the beginning, do I have to get a marketing team and a videographer and set up a studio — and I think that's very daunting. Whereas now, you don't need to. You have your phone; you can easily record a video, you can leverage platforms to then distribute that video, and start to get analytics. We don't want you emailing raw video files; we want you using platforms that allow you to easily share it, give you analytics so you can see what is working, what isn't, and allow you to differentiate yourself.

And again, I think the most important thing is, this is not about replacing email, replacing phone, this is about augmenting. And so if you are one of those reps, and you're thinking I want to do something different, I want to stand out from the crowd, I want to be remembered, I want to build trust, video's powerful, and there's a lot of ways you can leverage it. And you can do it with the phone in your pocket or the webcam on your computer.

Micalizzi: Cool. I'm going to challenge you to send us a video so we can put it in the show notes for our listeners.

Hillyer: Absolutely.

Micalizzi: Speak directly to our listeners. Let me ask you our lightning round question. If you could take all the knowledge and experience you have today, go back to the beginning of your career, and give yourself one piece of advice, what would you tell yourself?

Hillyer: That's a great question. I would tell myself to never give up on my ideas, but to always validate my ideas with at least five people who I truly respect, so I can really assess the opportunity.

I think a lot of people have a tendency to come up with great ideas, and they either run with it blindly, and then they trip and stumble and fall on things they could've probably been more mindful of, or they have a great idea, but they haven't had enough folks to help them validate to see, can it become better if you make these few changes, or hey, maybe this isn't the right approach. And I know for me, I've definitely had ideas where I've just run with it, or maybe I could've made it better, but if I had I think more folks that I just ran it by. I think that's a good piece of advice for anyone who's trying to either do something great within their job, or they're trying to be an entrepreneur, is just surround yourself.

Marc always says, you're the average of your five best friends. To me, it's just about finding those five people who ideally are somewhat in different spaces, and then just running this idea by them so you can get some level of validation to help guide you.

Micalizzi: So you kind of have your own advisory board. I like that.

Arroyo: Or encouragement.

Hillyer: Exactly. I would do that. And then hopefully, they can be your five customers.

Micalizzi: Love it, I love it. So Sati, thank you for coming into the studio with us.

Hillyer: Thank you for having me.

Micalizzi: And Christina, thanks for jumping in and hosting.

Arroyo: Happy, happy to help.

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