Results Based Sales 2.0: Turn the Channel

March 22nd, 2010 by

By Pat Hinds

I thought more about my TV strategy this week since having bought my new TV two years ago. The first situation: I moved the location of my office in the house and I was trying to decide if I should purchase a new TV for my office. I did an inventory of the TV content I would want to watch in my office (BNN& Sports) and I found that I could get this content online for a minimal cost. The second situation: I received a call from my local cable provider offering me the opportunity to switch my phone and internet access to them at a very low cost. As result of the conversation, I called my phone provider to find out what TV service they could offer me. The result of the conversation with the cable and phone company is that I will be reducing my operating expense for cable, phone and internet by 25%; and they wanted to try and tailor the channels that I watch to be more aligned with my entertainment preference.

The internet is changing television the same way the cell phone changed the phone industry and this is having a positive impact in the selling process. Traditional TV pushes a lot of content that is not relevant to the end user at a high cost for the content developers. Internet video content allows the user to choose the content that is relevant to the target audience at a much lower cost than traditional TV. This customization of internet video content can be used in sales 2.0 selling to support telemarketing, telesales, direct sales and marketing lead generation.

I did a project for a company that did a great job of building video content that supported the POIM telesales efforts. The company has two target audiences for their product; as a result they have built for short videos: two are products and two are customer testimonials to support the two products. As a telesales professional I was able to support my phone with an email that had a link to a product and customer testimonial that we could track using marketing 2.0 tools.

SCDL Video Content
http://www.scdl.com/webpage/1003048/1000817

Another great example of a company that uses targeted video content is SalesForce.com: When you search SalesForce.com on You Tube you get 50+ videos that appear on the first two pages. The majority of the content is less than 1 year old and the views range between 1000 and 100,000.

Salesforce.com: Sales Cloud Demo
http://www.youtube.com/watch?v=9CXhw-uA8n0

One site that I visit on a regular basis is AllBusiness.com; it is an online media and e-commerce company that operates one of the premier business sites on the Web. AllBusiness.com helps business professionals save time and money by addressing real-world business questions and presenting practical solutions.

Defining Sales 2.0
http://www.youtube.com/watch?v=YwoWMiiU_mc

Listed below are a couple videos that I found that are worth sharing.

Zig Ziglar – Attitude Makes All The Difference
http://www.youtube.com/watch?v=cRMogDrHnMQ

Jigsaw – the Wikipedia for business cards
http://www.youtube.com/watch?v=K0ZfekQtm5k

My recommendation; if you have not invested in video content as part of your sales 2.0 strategy it should be a priority in your future marketing budgets.

Topics: CRM