Have you heard of the Benefit Method? If you are coming across this term for the first time, you are in luck. The Benefit Method is a fantastic way to provide more value to all of your prospects. Whether you are just meeting a prospect at a conference or are trying to convert a warm prospect into a paying customer, the Benefit Method can arm you with the proper framework to accomplish your goal.
In this post, I want to dive further into the Benefit Method. We are going to speak about topics like why the cold call is following in the footsteps of the dinosaurs, why trust is so important in any type of sales environment, and how you can use Dubb to unlock the Benefit Method. Whether you are a new sales leader or just started your sales career, I encourage you to apply all of the tips and strategies that are discussed here.
This discussion is part of a longer video on the topic on Dubb’s Rev Show. To watch the video in its entirety, go ahead and click on the video above.
Moving Away From the Cold Call
In today’s sales landscape, there is an evolution toward asynchronous, pre-recorded video content. This type of content is becoming the absolute decider in a buyer’s decision.
What do I mean by this?
Let’s travel back to the old days of sales.
There was the antiquated practice of primarily finding your clients via cold calling. From there, you would follow up with those individuals and try to chase them down. While it would work in some circumstances, the simple reality is that it was an extremely inefficient way to find new clients. Going through lists of extremely cold prospects would waste significant amounts of time. Even if you do find that one client who is interested in your product or service, you probably had to get on the phone with dozens of (if not more) individuals who subsequently rejected your pitch.
Not only that, but cold calling in this way can be demoralizing. In sales, rejection is never fun. By relying on cold calling, however, you experience rejection at a much faster clip. Those “no’s” start to pile up, making it much more difficult to stay positive. While you continue doing your job and give your best effort to convert these cold prospects into paying customers, persistent rejection is uncomfortable. There is no other way to put it.
This naturally leads to one of the most prominent problems that salespeople face today. Whether or not you rely on cold calling to generate sales, the clearest problem in sales is the lack of connection. By lack of connection, I mean failing to stir up interest, failing to get replies, and not driving the sales that you strive to drive.
As I’ll further discuss in this post, asynchronous video is a way to cure both of these problems. It lets you build close relationships with virtually any prospect and get you much closer to your sales goals. Whether you choose to use Dubb or any other sales tool, I highly encourage you to keep this point in mind. Sales is all about connections and, simply put, it is much harder to develop those connections if you are relying on cold calling.
I’ll put it this way: if you have a choice of connecting with a prospect via cold call or through some other method, I’d probably choose the latter. Even better, by choosing to do so via asynchronous video, you can build better relationships, respect your prospects’ time, and generate more sales.
The Importance of Building Trust
The great news is that we are moving away from the era of the cold call. Even though cold calling probably won’t go away anytime soon, it is becoming a less relevant tool to find prospects and subsequently convert those prospects.
Yet whether you choose to continue cold calling your prospects or you choose to leverage asynchronous video, you need to ask yourself an important question.
Are you building trust?
In other words, are you creating relationships with the people that are on your prospect list?
If you aren’t, chances are that you are not going to achieve your sales goals. Even though you may be working incredibly hard to reach those sales goals, there is a good chance that you will end up falling short.
The problem here is what we like to call the Hunt. The problem with the Hunt is that it is completely rooted in following up. However, that follow up does not occur in a positive way. For instance, that follow up could be a situation where you contact the prospect 10 or 20 times about your product or service. While persistence is certainly helpful in the sales context, you do not want to be overly annoying.
It is critical to keep this in mind as we discuss the Benefit Method. So what is the Benefit Method?
If I could sum it up, I would say that the Benefit Method is all about conveying the ultimate value to the person that is buying. It is a value-first approach that shows your prospect how your product or service will improve their lives. For instance, it is about telling them how they can make money by using your product or service. In other situations, it is about how that buyer can save money. And in many instances, it is about using your product or service to become happier.
The key word here is value. You can build trust and develop closer relationships with your prospects by making their lives better. To reiterate, “making their lives better” isn’t necessarily restricted in the functional sense. Sure, your product or service may help them save money or help them accomplish their professional goals. However, it doesn’t need to stop there. Keep this in mind as you are thinking about the value that you are providing to your prospects.
We are in a new era. Gone are the days when we are following up just to follow up. Now, sales leaders like you need to go beyond the mindless follow-up to provide real value to your prospects. Whether you just met the prospects or are successfully moving that prospect down your sales funnel (what we call the “trust funnel”), you must lead with value. This is what the Benefit Method is all about.
Going Beyond the Feature
The Benefit Method isn’t that difficult to understand. It isn’t rocket science. At the same time, there is a key area where certain salespeople trip up. It’s important to identify this potential land mine before you begin leveraging the Benefit Method in your daily work.
Specifically, when you are looking at a product or service, it’s easy to get caught up in the features that you’ll be getting. It can be tempting to obsess over what the product or service does. While all of that is important, the features and services are just the beginning point of showing what the actual benefits are to you and your team. As a salesperson, it is critical to understand this point.
Think about it this way: if you are selling a car, you aren’t focused on explaining what the air conditioning switch does in the car. Rather than speaking about that, you want to discuss the eventual feeling that the air conditioning provides to the interested customer. It’s less about the button that creates the air conditioning and more about the overall experience that the air conditioning will offer.
So with the Benefit Method, you need to be laser-focused on the benefit to the end-user or the buyer. Rather than focusing on the minutiae for every single feature that your product or service offers, you need to take a step back. Once again, you need to have a great idea of how your product or service provides value in the customer’s life. Yes, every customer is slightly different, but overall, there has to be some value proposition that you can seamlessly articulate when you are communicating with others.
As you can guess, identifying this value is all about empathy. You need to step into the shoes of your prospects and get a sense of what they truly value. The answer is going to be different for different companies. At the same time, what all of us can do is speak with our prospects and try to get at the root of what it is they are looking for. From there, we can better deliver our pitches and help our prospects see the value that we are providing.
A great example of this is in ecommerce. Chances are that you have already seen the power of video on ecommerce sites that you already visit. For instance, if you go to the Amazon homepage, you will start to see both pre-recorded and live videos of influencers that are selling products. This is a great example of how consumers need to see social proof. They need to see and feel what it would be like to use your product or service. That is what drives conversions.
Relying on the Benefit Method in Presentations
With this understanding of the Benefit Method, I now want to talk a little more about presentation. In today’s environment, you need to present like you are putting on a Broadway show.
What does this mean?
You want the ability to tell your story in an engaging and entertaining way. It’s actually what people want. They want to hear a story that is pulling them in. To put it another way, you want to provide so much delight to tell stories that captivate people. By doing so, you can get your prospects to want to buy from you. They’ll want to buy not because you are pushing them or because you are using aggressive sales tactics. Instead of that, they’ll want to make a purchase because you are pulling them in.
It helps to illustrate this idea through an example. One of our best examples of how to use video to delight is none other than Tesla. What Tesla does is that it builds features that provide massive benefits. At the same time, Tesla builds and releases features that are there simply to delight its customers. For instance, Tesla has a karaoke function, built-in games, and even a dance mode. There are plenty of other features that the Tesla engineers create—simply because they would want to see those features (no matter how goofy or silly they may be) in the car of their dreams.
Videos on these features (whether Tesla creates them itself or if its drivers create them) generate millions of views. As you can guess, those views lead to sales. In the end, Elon Musk and Tesla are putting on a show. They understand the value that they are providing to their customers and, critically, they highlight that value throughout their ecosystem. It’s no wonder that Tesla doesn’t have to spend any money on advertisements or other marketing. Tesla lets the product speak for itself and leverages word of mouth to drive future sales. While it is extremely rare for a company like Tesla to not have a strict marketing plan, the case study shows how leading with value through this Broadway approach can move mountains.
In the end, your sales Broadway show should answer four questions that your buyers will likely have. First, what does your product or service do? Second, how does your product or service work? Third, why does your prospect need your product or service? And fourth, who else uses your product or service? If your Broadway show can answer these four questions, you are going to see your conversions skyrocket. Your buyers are thinking about these four questions, and if you can successfully answer them, you’ll be in a great position to reach your sales goals.
How Dubb Can Help
So you will definitely want to use video to delight your prospects. The even better news? This doesn’t require any special technology. In fact, our entire team at Dubb has built a sophisticated platform on extremely easy-to-use technology. Armed with our platform, you and your sales team can start recording videos that convert.
To get started with this, you are going to want to sign up for Dubb. It is a straightforward process and you can easily do it by clicking on the prior link. Once you have signed up, go ahead and download the Dubb mobile app. You can find it in the Apple App Store and Google Play Store. Along with the Dubb mobile app, you will want to download the Gmail integration, LinkedIn integration, and the Dubb Chrome extension.
At Dubb, many people come to us because they did not use their customer relationship management (CRM) system. When we speak with these new customers, what they tell us is that they never truly understood the benefits of the CRM that they were using. They only saw it as a micro-management tool. They actually didn’t see their CRM as a sales enablement tool. Because of this, it always inspires our team to show our customers how Dubb’s Sales Operating System can help them record videos, create connections, and get conversions.
So if you would like to further see our tools in practice, don’t hesitate to watch the video above. And as always, you can contact us if you have any questions about how you can use Dubb to accomplish your sales goals.
Some Simple Steps
With this setup in mind, you can start by setting up a simple call to action. Your call to action can be many different things. As just one example, it can be a link to your website. This means that when your viewer clicks on that button below your Dubb video, they will be taken to a specific page on your website. That page can even be a purchase page for a digital product or service.
Your call to action doesn’t need to link to a specific webpage. In fact, with Dubb, you can take advantage of the reply with video call to action. A reply with video is simply that: it allows your viewer to record a video of their own after they have watched your initial video. This is an outstanding call to action if you are looking to gather video testimonials. Because video testimonials are so powerful (mostly because they leverage social proof when selling your product or service to others), you will definitely want to consider implementing this call to action.
The key here is using video. Further, it doesn’t stop the videos that we create. We need to have videos of social proof. Video testimonials, case studies, and product demos are fantastic ways to create that social proof. For instance, if you gather a video testimonial from an extremely supportive customer, you can add that video testimonial to a case study page. That case study page is easily built out on the Dubb platform, making it a fantastic way to leverage social proof and generate more sales.
Beyond the reply with video feature, you can find even more calls to action. like a link to your calendar, the ability to communicate via Facebook Messenger, and more. Basically, within the Dubb universe, you can program your call to action buttons to do virtually anything that you want. After programming your call to action button(s), you will then want to record a video. This video can be from your phone, webcam, or from your screen. Screen recordings are really helpful if there is something visual that you want to display to your audience.
Whether you want to record your entire screen or include your profile in the corner of the screen recording, you can get the job done with Dubb. Once you have recorded your video, you will see that your video landing page is automatically created.
Just think about that for one second: you were able to record a video and easily create a video landing page with a direct call to action on it. This is the ultimate sales conversion vehicle that is so easy to use.
Even better? The value of capturing a video testimonial is that you can use that on a separate video landing page (what we call “showcase pages”). You are essentially “leveling up” with your video testimonials. You can use several video testimonials that you have already gathered to get that A-list testimonial that you have always wanted. And then from there, you can use that A-list testimonial and a brand new testimonial page, helping you get even better testimonials. You can see how quickly this can become beneficial to your organization.
Besides this testimonial layering, you can add a video testimonial to a playlist. In practice, this can be extremely powerful. Let’s say that you are trying to move a new prospect down your trust funnel. You met this new prospect at a conference and spent a little time discussing your company, product, or service. To follow up with that prospect, you decide to create a quick, 30-second video using Dubb. That video is extremely personalized, meaning that you specifically mention the prospect’s name, discuss something you mentioned during your initial conversation, and then invite that prospect to connect using one of your call to action buttons below the video. From there, what you can do is add one of your testimonial videos to your Dubb playlist. This means that when the prospect finishes watching your first 30-second video, they will be automatically shown that original testimonial video. By using the Dubb playlist feature in this way, you and your colleagues can get the most out of your sales interactions. Not only can you deliver that quick, personalized message, but you can display one of your strongest examples of social proof. Nothing will convert better than this.
You can even hint at the testimonial video in your initial video. Something as simple as “Check out this next video” can both alert the prospect and pique their interest. Because you have such a powerful card in your deck, you can be confident that your prospect will be interested.
Taking Advantage of the Benefit Method
I hope that you can now see how beneficial the Benefit Method can be to your business. It is all about providing value and benefits to your prospects. It requires you to step into your prospects’ shoes, lead with value, put on a Broadway show, and avoid ineffective strategies like cold calling. If you can do this, however, you will be in a powerful position. You will be leveraging the Benefit Method to drive more sales, grow your business, and create deep relationships with your prospects and customers. These are extremely powerful benefits, so it is certainly in your interest to get started today.
At Dubb, we love talking about the Benefit Method, sales and marketing, and how Dubb can help you accomplish your goals. If you would like to discuss anything mentioned in this article, I invite you to contact us. And if you haven’t yet tried Dubb, click here for a free 14-day trial. All of us look forward to hearing from you!
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