Here’s the transcript from this episode of RevShow by Dubb.
Today we are going to be talking about something that is massively impactful and
important to all the sales leaders out there, anyone involved in sales,
and that is going to be the creative conversion
The reality is that there are certain things, things that you can do to get
a 30% to 300% lift on what you’re doing in your sales effort.
And a big part of that is being creative. So in this video, we’re going
to talk about research, we’re going to talk about writing, and of course,
we’re going to talk about recording. So I’ll start with a story. And this story
goes back to a study that was done on class photos of graduating
classes. And what’s really interesting about this is that there was a direct correlation
with the amount of creativity, how much fun people were having in
their actual class photo, and how that actually correlated to how successful
they were going to be. And the takeaway here is not that clowning equals
converting. It’s that being creative, having access to your inner child and being
vulnerable, in fact, can create the most connections and ultimately the
most conversions. And that’s what we’re going to get into in the creative conversion method
video. And that’s going to light up your sales team. You’re going to learn some
insightful and tactful things that not only increase
your bottom line, but your team’s bottom line as well. This is all about making
connections that cause conversations, that cause conversions. And the very
basis for this is creativity. And we’re going to dive into that
right now. So this is about you guys out there. Now, one of the things
that I mentioned earlier was this idea of vulnerability. And you’ll notice
in some very successful people, they don’t have a problem with being vulnerable,
with being open, with actually connecting, with having some sort of a connection
to their inner child. These are the people that start conversations, share stories,
sometimes crack jokes, and generally make people laugh and smile.
A lot of this comes from taking risks. And the reality is that the more
of an adult we become, the less we want to take risks, potentially,
the less we want to ruffle feathers, the less we want to be that inner
child. So the first thing that we like to talk about is if you really
want to make connections with people in sales, it’s really important to
maintain a certain amount of vulnerability, have a fun, joyous,
loving spirit so that other people want to play with you in the sandbox.
So one of the first important parts of bringing this whole creativity
thing down is really about mindset. It really is.
That’s where it starts because it starts in the mind and then it goes forward.
Now, one of the big points with mindset that I feel is absolutely paramount is
you don’t want to have limiting beliefs. You don’t want to put limits
on who you are. Why would you do that? You’re stunting your growth. There’s a
lot of reasons for things like that. We have trauma, can be physical appearance,
things people have said about you, anything that is stuck in your mind,
like the book The Four Agreements, you’ve made that agreement with yourself,
sadly, and it’s limited. Release yourself from that. How many times have
people heard, hey, you’re not very good on video, you’re not very good on the
phone. Hey, you’re not very creative. Yeah, well, you got to take all that throw
right in the trash can. You are creative. You are good enough to do these
sorts of things. You just have to open your mind. And that’s why mindset
is so important. In fact, you talk about all the time leaning into
your vibe. Once we make an agreement of something that we’re not good at,
our mind actually agrees with that. Neurologically, it becomes
true. There’s an old saying the neurons that fire together wire
together. So be cautious of making an agreement that’s not true because
chances are you are good on video, you are creative, and you’re a great
storyteller. You just need practice as a sales leader,
telling this to your team, reminding them of this, getting them invigorated,
and having that basis of realizing that creativity is
the fire that starts this whole thing for everybody. Imagine that shift in
mindset for yourself as a sales leader. It’s going to be absolutely just invigorating
to start at that basis and that kind of mindset. You knew somewhere
inside yourself that you were destined to be famous. Because I think it’s a really
a marvelous thing, that visualization thing you did. I would drive home and think,
well, I do have these things. They’re out there. I just don’t have a hold
of them yet. But they’re out there. This is all Napoleon Hill. It’s not about
faking it until you make it. It’s about having a mindset of abundance,
knowing that everything is already out there. You just have to access it. And it’s
about getting rid of those shadow beliefs that you like to call them and having
that belief. So as a sales leader with your team, you believe in your
sales team, you believe in their creativity, you believe in their vulnerability,
and you believe in the fact that when they root themselves in those things,
the results will come. One of the things that we hear about a lot is
the amount of turnover that’s in the sales industry. It’s usually
because of a bad product, a bad boss, or a bad economy.
Now, very few times will someone say, hey, it’s my fault. Usually they
will pass the buck. But the fact of the matter is that most people quit
because of a bad boss. And a bad boss simply means someone that’s
making them feel uncomfortable about a situation or themselves.
The key here as a sales leader, caring about the struggle that
they’re going through, not giving them a hard time about not missing their sales quota,
actually asking, how’s everything going? How is your personal life? How is family
life? How are things at home? After all, they don’t care how much we know
unless they know how much we care. Remember, Sales is
not a numbers game. It’s a human to human connection. That’s what it’s all about.
One of the biggest inhibitors of creativity and sales
is, unfortunately, the CRM. CRM systems are supposed to be the customer relationship
management system. But a lot of the times they become the Sales or Fun
Destruction machine. And the reason why that’s the case is because CRMs are
often viewed as a micromanagement tool, a way so that upper management
can manage what the Sales team is doing. Now that is a real phenomenon.
I think the reason why all of this exists is because CRM
systems are not developed so that we can communicate creatively.
The way that they’re created is so that we can manage data. When we look
at Sales about creating connections, we think about things like video, because video
is what allows us to connect, to share stories, and to make
connections that ultimately turn into conversions. The video is the bridge,
the emotional bridge. And if you have something that clicks with the
other guys, you’re going to win a meeting. That’s when you can show your creativity
and your research and all the things that you feel like you’ll
have in common. But people try to establish rapport. I learned from why it
was small beyond rapport our shared values. And if you have shared
values, it goes way deeper. Here at Dub, what we have built is the
Sales operating system. And the reason why it’s powerful is because it’s so easy to
record a video, to share it with the prospect, to understand what they’re doing
with your content, and then eventually to automate it. So if you have some time,
we encourage you to check out the Dub Sales operating system.
Now that we’ve gotten the creative aspects built in, their planning is one of the
most important steps. You’re going to have to get down as obviously the sales leader
and for your team as well. The way that we like to look at planning
is to understand who it is that we’re actually trying to connect with. Who is
our ideal client profile? What is it that they want to hear from us?
What is it that they want to receive? Our strategy is always a content
first strategy, which means chances are we’re doing research,
we’re writing, and we’re recording videos. Once we have our content, it brings
us to life. We can plan out our email campaigns. We can plan on how
we’re going to do one to one communication, and eventually how to build automated
smart sequences. And speaking of smart cold calls, they don’t
work. Smart calls and smart communication do. Smart communication
is driven by data, which is driven set up through the emails and SMS.
And the drips that we do, the trust sequences we initiate, you probably know
them as drip sequences. We call them trust because trust in sales is
monumentally important. All of the things that have gone in the back end of creating
what we have here in Dub has been driven by creativity. And that
creativity comes out in the sales operating system, out to
your prospects and your clients and your
sales team. Do you see the connection here? Once you have that basis, it filters
into everything. So what you’re saying is that creative is the new conversion. That’s exactly
what it is. Got it. One of the clips coming up now is super exciting.
It’s one of our favorite shows of all time, mad Men. So what’s great about
this clip is that they’re about to lose a client, and Don Draper comes in
and he basically saves the day. He comes in and he shares his best possible
story about how Kodak can market their carousel.
This is their slide projector, wheel. So there’s a couple of takeaways here that are
so poignant for me about this clip. Number one is that Don
Draper made this completely emotional, right? This went to the heartstrings.
He did his research. He understood, really, what the buyers of this product,
what they’re ultimately after, which is to get a time machine to go back to
another time, to see memories, sometimes painful,
sometimes joyous. The word nostalgia he uses and the emotionality is
so powerful. And the other thing that is so compelling is that he’s so vulnerable
in this. You see him getting teary eyed about his kids, about his wife,
his marriage. And ultimately what that does, that vulnerability, that innocence
of the inner child, it ultimately connects people. And as a sales leader,
how to use your vulnerability in a way that allows you to connect
with people, always in a benevolent way in this scene,
by definition, is an absolute top line example of
leading with value. And the reason this connects with Dub is that
when you send a Dub video, you are essentially sending
an emotional message. By now, you’re probably asking yourself,
how can I get creative in my sales communication? How can I
use creativity and vulnerability to ultimately make connections
and to get conversions? Well, the answer is really simple. It first starts
with a mindset. Before I get into this, I wanted to invite you to subscribe
to this channel. This is Rev show by Dub, and we put our hearts
and souls into this show to give education and entertainment in
bite sized content. And we do it several times a week. So consider subscribing
clicking the notification belt and put the word yes in the comments. If you’re
feeling our vibe at Dub, we are all about communicating with video.
In fact, that’s what our system does. And I can give you right now for
improving your sales communication are the following number one is to get the free
Dub Chrome extension and record a personalized video.
When you’re on a person’s LinkedIn page or their website, show them
that you’ve done your research. Show them that you know how many people work on
their team, or the specific industry that they work for, or past
social media posts, webinars that they’ve posted, or even press
releases. By showing them that you’ve done your research in a video
format, it’s going to build trust, and it’s going to say, hey,
this person put in the time to understand who I am. I should give them
some respect and give them some time. We’ve seen thousands of people use this method
and it works. And the second idea is to replace Cold
Prospecting with a video email newsletter. The reason why this is so
powerful is because it combines sales and marketing. It gets your brand
message out there. It gets a social shareable video that educates people
on your product or service, but it also gets people to respond.
Instead of burning bridges and wasting time on Cold emails,
consider sending a video email newsletter with an educational
and entertaining video just like this one. Talk about a story that they can
connect with. In other words, if you’re reaching out to a company that has a
product or service and you have a story from your life. My father was a
smoker growing up. It was like dodging the cloud in the living room when I
was walking by, and it was very upsetting. And it really gave me motivation in
terms of like, wow, I don’t ever want to do that. So if your product
or service really helps with that, guess what? Sending videos with the service you
have will only enhance the outcome that we’re both invested
in. When you connect with someone, it’s about investing in a similar outcome and
understanding that journey together. When you send an asynchronous video
to a prospect, connect with them. On a story sharing
level, storytelling requires a lot of things vulnerability,
empathy, and most importantly, the desire to make an impact
on someone. The hero of this story is not you. The hero
of this story is the person on the other side of the line. It’s the
person that you don’t want to close. It’s the person you want to open a
relationship with. And that is the creative conversion method.
The creative conversion method is all about combining all these super
important things that are rooted in creativity, that are rooted
in empathy, that are rooted in connection. Yourself as a sales leader.
If yourself and your team don’t believe in those things, what do you believe
in? Oh, wait, Rob. I believe in our product or service. You do?
Then they should be rooted in those things. Lead with value.
Let Asynchronous video in our sales operating system from Dub show you
the way. If you are interested in learning more about Dub, visit dub.com.
And see how the power of video can build more connections that you can imagine.
And we’ve we all know what connections are. They mean more conversions. See you
at the next video. That’s my favorite. He just
cries and he leaves. And the director did such a good job to get the
silhouette on the screen. It’s what a classic scene.