Video> = Beelde + stories

besigheidsvideo-opstelling

Mense lees nie. Is dit nie 'n verskriklike ding om te sê nie? As blogger is dit veral ontstellend, maar ek moet erken dat mense eenvoudig nie lees nie. E-pos, webwerwe, blogs, whitepapers, persverklarings, funksionele vereistes, aanvaardingsooreenkomste, diensvoorwaardes, creative commons…. niemand lees hulle nie.

Ons is besig - ons wil net by die antwoord uitkom en wil nie tyd mors nie. Ons het eerlikwaar nie tyd nie.

Hierdie week was 'n marathonweek vir my om bemarkingsmateriaal te skryf, e-pos te beantwoord, vereiste dokumente vir ontwikkelaars te skryf en verwagtinge te stel met die vooruitsigte oor wat ons kan lewer ... maar die meeste daarvan is nie akkuraat verbruik nie. Ek begin besef hoeveel meer beelde en verhale die verkoopsiklus, die ontwikkelingsiklus en die implementeringsiklus beïnvloed.

Dit het duidelik geword dat diagramme nodig is om 'n fisiese afdruk in die geheue van mense te skep. Miskien is dit een van die redes waarom Algemene kunsvlyt is so suksesvol met hul videos.

Die afgelope maand het ons dag en nag aan 'n RFP waar ons tientalle vrae oor ons produk en die vermoëns daarvan beantwoord het. Ons het die bewoording gegiet, wonderlike diagramme opgestel en verskeie vergaderings met die maatskappy gehad, beide persoonlik en per telefoon. Ons het selfs 'n interaktiewe CD versprei wat 'n oorsig van ons besigheid en dienste was.

Aan die einde van die proses bevind ons onsself # 2 aan die gang.

Hoekom?

In alle eerlikheid, al die stemgesprekke, bemarkingsmateriaal en dokumentasie waaraan ons ure spandeer het, kon die kliënt steeds nie 'n beknopte beeld gee nie ons het die belangrikste kenmerk gehad wat hulle vereis het. Ons het ... maar in al die stapels dokumentasie, vergaderings, boodskappe, ens., Het die boodskap verlore gegaan.

Dit is geen ironie dat die maatskappy in die # 1-posisie die geleentheid gehad het om ten volle (in 'n interne laboratorium) met die kliënt te demonstreer oor die aflewering nie. Ons is baie later in die proses ingelei en het nie vir 'n interne betoging aangedring nie. Ons was vol vertroue dat ons die oplossings wat hulle benodig.

Ons was verkeerd.

Die kliënt se terugvoer was dat ons demonstrasie te tegnies was en dat dit nie die geval was nie vleis van wat die kliënt benodig het. Ek stem nie hiermee saam nie - ons het beslis ons hele aanbieding op die tegniese aspekte van ons stelsel gerig, aangesien die maatskappy 'n ernstige mislukking met hul vorige verkoper gehad het. Ons het geweet dat ons aansoek op sigself gestaan ​​het, en daarom wou ons sien hoe ons tegnologie die onderskeiding is wat hulle benodig.

Hulle het dit nie geweet nie.

As ek daarna terugkyk, dink ek dat ons waarskynlik 'n klomp van die oproepe, dokumentasie en selfs die diagramme kon laat val en bloot 'n video saamgestel het van hoe die toepassing gewerk het en hul verwagtinge oortref het. Ek weet dat ek die afgelope tyd baie op my blog skryf - maar ek word regtig 'n gelowige op die medium.

7 Comments

  1. 1

    Doug,
    I talked to Mark about this today at Basketball, and the first thing I asked him was “did you draw pictures with the client?” In my experience, nothing brings business and technical discussions together better than a live “white board” discussion where you get all the linkages, systems, reasons, users, etc. out on the board in a live discussion with the customer. I agree with you that no one reads anything. If I write something, I like to read with with the customer word for word – so that demands that the documents be short.

    Sorry for the long comment, but you hit a hot button with me, and I got pulled into the conversation today…
    -scott

    • 2

      Hallo Scott,

      Your conversation with Mark definitely encouraged this blog post and I agree with you. Given the volume of material we needed to push to this particular prospect in a short period, I even think going beyond images would have been necessary – perhaps a mix of images, recorded demonstrations and live demonstrations.

      We were definitely put at a disadvantage from the start – the other company already being embedded without our knowledge – but the fact that we have the better product would have stuck out much more had we left all of the participants with the vivid memory of our products’ better capabilities.

      Thanks for the inspiration!
      Doug

  2. 3

    Sorry to hear you didn’t make the sale. Your honesty is very much appreciated. It’s a humbling experience to be 2nd on something important. It sounds like you have hit the nail on the head with your insight on the video medium. If you think of a sales presentation as an educational experience for the customer, you will remember that people learn in different ways. Teachers know that some people process learning by listening, some people process learning by reading, some people process learning by doing. If you can provide a variety of learning experiences, you’ll reach your goals of educating. You can always have multiple presentations with different styles prepared in advance, and gauge your audience during the presentation. If they give you little clues like saying “I hear you, Doug”, or “I’m not seeing where whe’re going here”, you can gain a little insight into their learning style….. and then go in that direction. Good luck with the next presentation. And thanks for the cool little video on Blogs on the Commoncraft site! That was so fresh! And also thanks for the backlinks from a previous comment… I am placing your blog on my list of blogs with the no-nofollow on my site!

    • 4

      Thanks Penny! Your comment hits on something very important – that our goal was to voed the client. Had that been a classroom, our students would have flunked. We need to be better teachers!

  3. 5
  4. 7

    There are two basic rules that any marketer should follow:

    Rule #1 (from journalism) — The average person has the reading level AND attention span of a 6th grader. Use short sentences and small words. The important information goes first, the less important goes last.

    Rule #2 (from marketing) — We are bombarded by more than 30,000 persuasive messages per day (this is more than just advertisements). To cut through the clutter, even for smarter people, you need to follow Rule #1.

    A good RFP is only a couple of pages and will only address that particular need the client has, not talk about the responding company, their process, or include lots and lots of materials. If you do, include them in an index, but only include the materials you absolutely must have.

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