The Customer Experience Podcast
The Customer Experience Podcast

Episode · 3 months ago

181. The Problem with Video Prospecting w/ Ethan Beute


Video messaging has not moved very fast in terms of being normalized, despite the fact that it can dramatically improve communication throughout the entire CX and EX. There are three reasons why.

I’m Ethan Beute, Chief Evangelist at BombBomb, host of The Customer Experience Podcast, and co-host of the CX Series on the B2B Growth Show. Listen in today to learn about why bad video prospecting has become an indictment on video prospecting overall — and the reasons why video prospecting can be so challenging.

Here are some thoughts from the episode:

  • Why video is still considered a new communication medium
  • How video addresses the emotional impoverishment of other digital communication
  • Three reasons why video prospecting fails
  • How leaders’ change management prejudices hold back their teams
  • Why human vulnerability is uniquely tied to video   

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If you're seeking someone's time and attention without fully appreciating a return on that person's time and attention, you're training them to ignore you, block you or delete you, and so bad. Video prospecting has, in a lot of ways, become an indictment on video prospecting overall. The single most important thing you can do today is to create and deliver a better experience for your customers. Learn how sales, marketing and customer success experts create internal alignment, achieved desired outcomes and exceed customer expectations in a personal and human way. This is the customer experience podcast. Here's your host, Ethan Butte. So I'm calling this episode the problem with video prospecting, but you're going to get three reasons why video messaging has not moved faster in terms of being normalized or adopted in a widespread manner, despite the fact that it can dramatically improve communication throughout the entire customer experience and the entire employee experience, from the first touch through a long, healthy relationship. And one of them is specifically related to video prospecting. Video prospecting is not a problem in and of itself and infects a great use case for video, email and video messaging. But, like so much prospect acting, so much video prospecting is bad. They use video as a shallow play. It's a myopic play. It's an attention play. People taking the same week messaging that's poorly targeted and often irrelevant, turning it into a video and expecting video to work magic. And, of course, because it's a new medium or new way to prospect, it is generating more attention. But if you're seeking someone's time and attention without fully appreciating a return on that person's time and attention, you're training them to ignore you, block you or delete..., and so bad. Video prospecting has, in a lot of ways, become an indictment on video prospecting overall and video messaging even more broadly. Before I get into those three reasons, I'm going to step back and share a truth with you. It's true of you and it's true of all of the people that you work with. It's true of almost anyone working in a professional capacity, and the truth is this that you would benefit by mixing some simple video messages in with the rest of your digital communication. If you heard my conversation on episode one hundred fifty of the customer experience podcast with Dr Nick Morgan. We call that one. Why your virtual relationships degrade over time. You know that the vast majority of our digital communication is both visually and emotionally impoverished. Its faceless, typed out text. It doesn't give our fellow human beings what they need and want to make healthy and safe choices whether or not to proceed, whether to reply, whether to click, whether to call back, whether to make the introduction, all of these micro and macro yeses that we need from people as we're reaching out with digital messages. That intent is our motivation, it's our sincerity, it's the fact that we believe what we say, it's the fact that we think we can help somebody and that we're aligned with them. These are judgments of our intent that people need and want to make in order to proceed, and when we rely exclusively on faceless, typed out text, we're not giving them what they need. In the problem is they fill in the blanks and they don't fill them out in our favor. For All the detail on that, listen to episode one hundred fifty of the customer experience podcast with Dr Nick Morgan. It's a great conversation. So video messages, simple personal video messages, recorded with your Webcamera, your smartphone and sent to one person, or five people, or twenty five people or Twenty Fivezero people, are useful across the entire customer life cycle and across the...

...entire employee life cycle. And again, they give us clearer communication, human connection and Higher Conversion, all keys to our success. But I've been at bomb bomb for a decade and we have pioneered this movement. The company was legally founded in two thousand and six, before the iphone existed and well over a year before the iphone with video came out. Go to market is basically two thousand and eleven. We've been at this for a long time. I've been with the team the whole time as a practitioner, a learner, a marketer and author, a presenter, a storyteller of how people are using this and what benefits they're seeing, what challenges their encountering how they're overcoming them, and all of that. Hundreds of millions of dollars of venture capital has poured into the space over the past several years. We have a lot more competitors now than we did say five or six years ago. So there's a lot moving here and it's a benefit to almost everyone who is working with their team members or working with customers, and again, that's basically all of us. But here we are. It's still a relative novelty. We've got about seventy five thousand customers at bombomb we have a number of competitors. I'll go out on a limb and say there might be, might be a quarter million to a half a million people using video messages consistently on a day to day basis. But there are tens, if not hundreds, of millions of people who can and should be. So why isn't it moving faster? Here are the three reasons. I'm going to end with the biggest one, and I think you'll relate to it, especially if you've tried to use video messages but not really adapted it fully. The first one I already teased in the beginning. I call it Myopia. It's a short, small, shallow, simple, sad view of the opportunity of what video messaging represents. Video Messaging represents a chance to be clearer, more personal and more human for your benefit and for the benefit of other people. In more of your digital messages, but instead...

...a lot of people are treating it as a gimmick or a parlor trick. They're playing the attention game. They're using it exclusively because it's different than what they've been doing before. This is very much in the video prospecting zone, and so the problem is the more people do video prospecting, the more bad video prospecting people see in the more people associate video messages with bad prospecting. The people most excited to buy video software are often in prospecting, and so that's what company starts selling. It's this reinforcing chicken and egg scenario where the wonderful opportunity that we have to use more video messages in all of our teams and all of our roles to be seen and understood and to help other people feel more seen and feel more understood, more valued and appreciated, so that we can be of greater service and value to other people. It's being confused and water down. Video messaging is not about video, it's about you and your intent. So the people who are taking the same bad scripts and the same bad emails and simply turning them into videos are probably getting a little bit more attention, and so you'll see companies selling this lift and attention, but the people who are really winning and really adopting, including people that are using it for prospecting, make the videos about other people. Steve Passinelli, my longtime friend and team member, are chief marketing officer here at bombomb. We Co authored rehumanize Your Business, which released in two thousand and nineteen, to teach video email and video messaging. More recently we wrote human centered communication, a business case against digital pollution, a Wall Street Journal best seller. That really really speaks to this problem, this Myopia problem, this attention problem, the problem with bad video prospecting, which again gets to the idea that video is not about video. It's about you and the other person or the other people. It's about you and your intent. It's only as good as what... put inside it, and video simply captures the richness and subtlety and sincerity of human beings better than faceless type doubtext can. So we rely on eleven different experts to help us tell that story of how to be more human centered and more valuable and, as a consequence, more effective in our video emails, in our video messages and even on our live video calls. You can hear all those guests, by the way, on episodes one hundred and forty eight through one hundred and sixty three, and we did include Dr Nick Morgan in that series because his book is cited a couple of times in human centered communication. So number one is the Myopia problem. Number two is kind of the why bother change change management issue. We've seen video best adapted by teams. A lot of individuals, tens of thousands of individual people are in our customer base who've successfully adopted on their own. But when people take onto this opportunity together in teams, whether that's a sales team, a customer service team, a customer support team or people who do sales and support. Think maybe about a mortgage professional or an insurance professional or a financial advisor. These people do sales and support very often in a lot of organizations and they often do it as teams. This allows people to reinforce one another, to support one another, to share examples and best practices, to be on boarded by our experts together and to sustain the effort together. But some leaders feel like why bother with the effort? There's so focused perhaps on the numbers and metrics, that they forget what is underneath the numbers and metrics, what's driving the numbers and metrics, or they don't see the opportunity to run AB tests to see the difference that video can make on the sales side, on the service side, in internal communication. As a result, we've often seen video go bottom up inside organizations, where a few key frontline practitioners will adopt it, it'll start showing up in the numbers and it turns out that video is one of the reasons behind it. There's also a lot of confusion driven by problem number..., Myopia, the attention game and video prospecting, where people don't see the whole opportunity. That's what makes me so sad. So number two is kind of the why bother change, change management, and I don't sell you anything, but I will say that as something we are expert at at Bombomb Weegain, we've been doing it for a decade and we'd be happy to talk to your team about how we can help on board a group of people into this wonderful opportunity that video messaging represents. Third and finally, number three, the big one, human vulnerability, fear of judgment, fear of rejection. This is a deep human fear. We have long fear judgment and rejection because we're fellow human beings and social creatures. We do not want to be judged or rejected by our peers, by our tribe members. If we were to be judged in rejected millennia ago, we would die, probably out on the beach or in the forest or on the mountain side or wherever our tribe was. We need each other. So we're constantly scanning the scene to make sure that we're on good footing with the people who matter to us or the people whose opinions we value. And one of the tricks is we wind up being overly self critical, especially on video. We judge ourselves far more harshly than anyone else would likewise. We have this foolish expectation that we're going to be amazing at it on our first try, which is an expectation that we don't carry into most new activities in our lives, whether that skiing, whether that's speaking mandarin, whether that's playing a new instrument or picking up a new hobby, or whether it's a new on the job skill. For you salespeople who are listening. I know your first sales presentation isn't very good, certainly not as good as your ten one, but somehow people expected there just going to be amazing at this. The first try. They feel uncomfortable, they feel vulnerable, they judge themselves too harshly and they say to themselves, which is a lie, by the way, I'm not a video messaging person. I...

...can't do this. This isn't for me. This is about you being you. If you're listening to a podcast like this, you have some level of success in your career. You're investing in yourself, you're looking to learn and grow. I know that much of what you've accomplished, whether you're early in your career or you're mature in your career, much of what you've accomplished is because of who you are, and that's all this is about. So there is a curve to it where, through practice, you get more and more confidence, you work your way through this vulnerability, which Berne Brown describes as that feeling of risk, uncertainty or emotional exposure. You're certainly going to feel that the first several times you send videos. I still periodically feel it, even though I've sent nearly thirteenzero of them so far. But pretty much every moment in your life that truly matters has some level of risk, uncertainty or emotional exposure in it. Think maybe about interviewing for a job or accepting a job proposal, making a marriage proposal or accepting one, finding out that you're pregnant or becoming a first time parent, going out to make the sports team or trying for your personal best. All of these things are characterized by vulnerability and you'll feel at any time you take on something new, including video messaging, but I see that as the biggest reason that more people aren't doing something that is so obviously beneficial to customer experience and employee experience. If you want some resources to help, visit bombombcom slash podcast. This one is episode one hundred eighty one. All the episodes are available there in order. Again, if you want to check out some of the people who are featured in human centered communication, the book I co authored with Steve Passinelli, those are back on episodes one hundred and forty eight through one hundred and sixty three, and I'll also link up in the post for this episode. In particular, Human Center Communication Rehumanize Your Business. A piece that we wrote called the video adoption guide that goes through the four stages of video adoption, and I'll also link...

...up a number of other examples and resources for you if you have any interest in this at all. Of course, you can also reach out to me. I am Ethan Butte on Linkedin. You can email me Ethan at Bombombcom and subscribe. If you're not yet subscribe to the podcast, subscribe right now because of five episodes from now, an episode one hundred eighty six, I'll share with you three specific things to look for in the customer life cycle or in the employee life cycle to send a video message instead of faceless typed out text. So episode one hundred eighty six, coming soon, is going to feature three times. To send a video message in place of plain text, to improve x and X. Again, I am ethanview. I appreciate you listening. Reach out to me with thoughts or feedbacker questions and have a great rest of your day. One of the most impactful things you can do to improve customer experience and employee experience is to include some video messages in your daily digital communication explain things more clearly convey the writ emotion and tone. Save time by talking instead of typing prevent those unnecessary meetings. There are so many benefits to using simple videos and screen recordings, and bombomb makes it easy. In email, Linkedin or slack messages from Gmail, outlook, sales force outreach or Zendesk, learn how bombom can help you and your team with clear communication, human connection and higher conversion. Visit Bombombcom today. Thanks for listening to the customer experience podcast. Remember the single most important thing you can do today is to create and deliver a better experience for your customers. Continue Learning the latest strategies and tactics by subscribing right now in your favorite podcast player or visit bombombcom. Slash podcasts.

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