In this article, you'll get the three simple ways and examples to start using Vaam in the best way, and therefore be able to increase your sales productivity by up to five times.

Let us first briefly talk about the Why. Why should you use video in your sales?

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Video is Natural

Voice and facial expressions (video from a modern point of view) are how we as human beings have been using to communicate for tens and thousands of years. It is something that we learn at a very young age.

Reading and writing (emails from a modern point of view) however, is something that a majority of the population have learned to do in maximum the past hundred years. It is also something that we learn much later in life. Even today, up to 14% of the world's population does not know how to read or write.

There is a plethora of business-related statistics beyond the instinctive aspect which support the usage of video. Here are three examples:

• Viewers retain 95% of a message when they watch it on video, compared to 10% when reading it in a text. -Forbes
• 80% of customers remember a video they've watched in the last month. -Hubspot
• Click-through rates improve by 65% when videos are included in emails. -Campaign Monitor

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Let's now walk through How and What you should do from now on to:

• (1) Get out all your potential sales productivity instead of just getting 10%
• (2) Get in touch with your dream customer who never picks up the phone
• (3) Get more booked meetings in an automated way

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(1) Don't lose up to 80% of your message because of Ebbinghaus' "Forgetting curve"

This first example is about how you use Vaam in conjunction with having a meeting with a new prospect.

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The old way to sell

1. You've had a good meeting with a prospect.
2. They want to bring the dialogue forward internally.
3. You agree to touch base in 1-2 weeks.

Big mistake! What happens now is:

• Due to the inefficiency of human listening, your contact person will only listen to and register a maximum of 50% of what you have said.
• Your contact person will most likely not bring your conversation with their colleagues immediately, but a few days will probably pass before doing so. After the first day, your contact will already have forgotten 65% of what they registered, and after some additional days, this number will be around 80%.
• When it is time for your contact to tell their colleagues about the value you and your company offer, your contact will only possess 10%* of the information you provided in your previous chat. This means that this person is supposed to convince their colleagues about YOUR value and that you should proceed to the next step in the sales process.
• The probability that the next step will be postponed or not be relevant anymore is therefore very high.

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*(50% of what they heard) x (20% of what they recollect) = 10% of all information

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The modern way to sell

1. You've had a good meeting with a prospect.
2. They want to bring the dialogue forward internally.
3. You agree that you'll send over a short 2-4 minute long personal video with an introduction, how you create value and the next steps in the process.
4. You agree to touch base in 1-2 weeks.

What happens now is:

• You're making it easier and more professional for your contact to easily present you, your company, and your value in the best way for their colleagues.
• You make sure that your contact's colleagues will absorb up to 50% of your message, instead of 10% (in other words, an increase with up to 5 times!)
• The probability that the next step in your process will be up for question within just a few days or a week is five times as big in comparison to "The old way to sell".

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Summary of the area of use (1) on how you should use Vaam in your sales

After meetings with new prospects, send over a short 2-4 minutes long vaam where you introduce yourself briefly for your contact's colleagues, deliver the most important arguments for your value creation, and decide what the next step in the process is to make future conversations as simple and efficient as possible.

This way, you're going to be able to reach out with your message up to 5 times more efficiently.

The vaam which you send can be generic, meaning that it is a video that you will be able to multiple times. For you, this means that the one-time work you put down on recording this vaam will create value for you repeatedly.

Here is a practical example from my vaamigo (colleague) Ajdin Crnovic. I hope that you straight off take inspiration from it, but adapt it for your company or product:

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(2) When a Dream Customer doesn't reply

This second example is about how you use Vaam to increase the probability that your potential dream client picks up who hasn't responded to your calls and emails.

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The old way to sell

1. You have produced a list of potential dream prospects either manually or automatically with the help of a tool.
2. You have sent an email, with just text, without getting a reply.
3. You have also tried calling the person multiple times if you have the phone number.

What happens now is:

• It is easier to ignore a salesperson who is just "a text on the screen" or "a missed phone call".
• It takes an average of 18 dials to get connect with a buyer. This means that you will need to keep calling multiple calls before you get ahold of the person.
• Your potential buyer will most likely not want to speak to you even if you send them additional emails with text. This is due to the fact that 80% of all buyers want to talk with a salesperson when they either are in the "consideration phase" (60%) where they've done research on their own or in the "decision phase" (20%) where they've reviewed their shortlist of products and are ready to buy.
• This leads to you wasting your valuable time doing things that are separate from closing deals with real potential clients.

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The modern way to sell

1. You have produced a list of potential dream prospects either manually or automatically with the help of a tool.
2. You have sent an email, with just text, without getting a reply.
3. You have also tried calling the person multiple times if you have the phone number.
4. You launch Vaam from the person's LinkedIn profile and say:

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See template to reach your dream client.

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What happens now is:

• It's more difficult to say no to your request to watch your short personal video since you have put an extra effort and recorded it
• The probability that your message comes through because of your video is much higher.
• Once again, you help your prospect to enter the consideration phase where they actually are interested in talking to you about making business.

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You will get more replies than before from your dream customers, where they will:

• Be thanking you for reaching out, but decline the meeting for now due to wrong timing or an existing contract with your competitors. However, now you have received a clear answer and a first established contact and can move on for now.
• Become significantly "warmer" when you reach out to them once again.
• Be booking their first 15-20 minute meeting with you.

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Summary of the area of use (2) on how you should use Vaam in your sales

If you have dream clients that you can't get ahold of at all by phone (after several attempts) or through cold text emails, send a personal vaam according to the template above. You will notice a much better result quickly.

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(3) Get more booked meetings - completely automatic

This third example is about how you use Vaam to create one to two generic vaams (in other words, videos which you will be able to use multiple times) and get more meetings completely automatic without having to do a lot of unnecessary manual work. The only thing you will need to do is record one single generic video.

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The old way to sell

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Through email

You send out emails either manually, or through an automating tool where you introduce yourself and your company and want to book a meeting. It is a mass mailing and does not usually require much manual work.

On LinkedIn

You connect with potential prospects manually, or through an automating tool. You send some type of text-based introduction or sales message.

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What happens now is:

• The probability is lower that your prospect will understand and absorb your message since it's only in text.
• Since 80% of all buyers want to talk with a salesperson when they either are in the "consideration phase" (60%) where they've done research on their own or in the "decision phase" (20%) where they are ready to buy, the probability is very low that it will lead to conversion. The reason is that your "Ask" (let us book a 15-20 minute meeting) is too big in contrast to how much the receiver actually knows about you and has understood the information in your text.
• You get a very low conversion rate on email which could result in a warm lead.

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The modern way to sell

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Through email

You send out emails either manually, or through an automating tool where you introduce yourself and your company and want to book a meeting. You build your email with:

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See template to get automated meetings through email.

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Your "Ask" in this first cold contact should be to get the receiver to see your short vaam. Your video and elevator pitch should be between 30-60 seconds long as no decision-maker will be willing to give you more time in a first outreach. In your vaam, you basically say the same thing as in the email, with the conclusion that they should book a 15-minute meeting with you using the CTA (call-to-action) button in your vaam. This is how you add a CTA. This is linked to your calendar booking (through your CRM, Calendly, or similar). Do this to get started with Calendly or similar.

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On LinkedIn

You connect with potential prospects manually, or through an automating tool. You send the following message to those who have accepted your connection request:

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See template to get automated meetings through LinkedIn.

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Your "Ask" in this first contact should be to get the other party to see your short video. Your video intro should not be longer than 40 seconds. A decision-maker will not give you more time for a first outreach on LinkedIn.

In your vaam, you should have great energy, introduce yourself and what value you offer. Close the message by encouraging them to book a 15-minute meeting with you using the CTA (call-to-action) button that is linked to your calendar booking (through your CRM, Calendly or similar), if they believe that it is relevant to get to know each other better and talk potential business.

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What happens now is:

• It is much easier for a prospect to follow your "Ask" when you introduce yourself professionally and "only" ask for 30-60 seconds of their time initially.
• Your click-through rates will increase since video increases it by 65%.
• Since viewers absorb up to 95% of a message when they watch it on video, compared to 10% when reading it in a text, you will get through the noise more efficiently with video.
• And once again, you help your prospects to enter the consideration phase, where they actually are interested in talking to you about making business.

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Maximum 30 seconds on LinkedIn and up to 60 seconds through email

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You will get more replies than before from your automated prospects, where they will:

• Be thanking you for reaching out, but decline the meeting for now due to wrong timing or that they already have a contract with one of your competitors.
• Become significantly "warmer" when you reach out to them once again.
• Be booking their first 15-20 minute meeting with you.

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Summary of the area of use (3) on how you should use Vaam in your sales

Make sure to have two generic vaams which you can put in your automated processes or simply can copy/paste on LinkedIn and email. By reducing your first ask from "Let us book a meeting on 15-30 minutes" to "See my short 30 or 60 second video", you make it much easier for your prospect to say Yes the first time.

Make sure to take an extra look at my concrete examples above with the right copy and vaam. They work really well!

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Time to start increasing your sales productivity with 5x

You are obviously a winner who wants to be at the forefront of your sales. It is now time to apply what you have learned to increase your sales productivity by up to 10x. This will in turn increase your sales.

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Here is a clear mathematical example of how the calculation works:

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Video increases click-through rates by 65%. An increase with 1,65.

Viewers retain 95% of a video, compared to 10% in text.

• Let's assume that your viewers retain 50% of your video, and that they previously retained 20% of your texts. This gives a much more conservative calculation.
• This gives an increase by 0,5/0,2 = 2,5, or an increase by 250%.

By using video to decrease Ebbinghaus' Forgetting curve:

• Let's assume that you previously were above average and came through the noise with 20%. Now, you will come through with 50% with the use of video.
• This gives an increase in memorability by 0,5/0,2 = 2,5, or an increase by 250%.

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Finally, this results in a total number of 1,65 x 2,5 x 2,5 ≈ 10 times increased probability to come through with your message to your prospects.

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If we were to add one last conservative calculation due to other variables that might appear in your industry, we'll divide the final number by two, so that your outcome still will be an increase by 5x in sales productivity.

With all that said, start by choosing one or two of the examples above and get started with Vaam. It will most likely require a few re-takes in the beginning, but at this point, you realize that it will be worth it 😉

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Are you still not using Vaam regularly?

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