Hi, I am Tony Ko.
I am like Larry King of B2B IT talkshow in korea.
Since 2002, I have hosted more than 1,500 B2B IT live talkshow in Korea
In this 10 minute video proposal
I would like to share a new way to increase
qualified leads and eventually increase sales revenue.
In marketing and sales,
if you have similar problem
why not try to solve together?
Hello, everyone,I'm Tony Ko,Knowledge PD and Host of IT Talkshow TalkIT in Korea.
Today, I would like to propose a Video Proposal for promoting sales of IT companies.
The biggest problem of B2B IT sales is the poor sales conversion rate.
One simple solution is that the best sales guy only meets every initial leads.
Ahn : Is it impossible?
I'm afraid so. I would like to meet everyone instead of you, Director Ahn.
(laugh)
If so, imagine how much the sales revenue would rise.
But in reality, I can't do so. That's why it is very regrettable.
Ahn : That's a sad story(laugh)
But that is the reality.
But there is an example that solved the problem, which we are familiar with very well…
Ahn : You are a PD, but why did you name yourself knowledge
Knowledge PD is not a PD who just makes a video
rather the knowledge PD has the role of professionally providing the information
regarding technology and market to the customer
in the way that can be easily understood in the point of customers viewpoint
Ahn : I want to hear about the problem in B2B IT sales.
Ahn : What do you think the problem of B2B IT sales is?
Sales conversion rate is very poor.
As you can see from the chart,
if you meet 100 accounts, you reach the qualified lead, which is the stage that the product is actually reviewed,
in the ratio of less than 10% in average, which are less than 10 accounts.
As a result, only 1 to 2 accounts are actually contracted.
In other words, if you meet 100 accounts, you contract only 1~2.
The poor sales conversion rate in this funnel structure
is one of the biggest problems every IT vendor has from long time ago.
Ahn : What I sympathize is the fact that we usually use channel sales
Ahn : to manage many accounts in B2B IT sales instead of directly managing all the accounts.
In such case, I believe it would be likely to lower the possibility.
The biggest reason is that the sales capability of each person is greatly different
There are sales experts.
Some people have the hit ratio of 40% and some have 10%.
But not everyone can be a professional singer even if we go to Karaoke very frequently
it would be extremely difficult for a sales person with 10% of hit ratio to become 20% or 30% in short period of time.
In fact, it is nearly impossible.
B2B IT area handles professional products.
Then, how can we effectively express these professional products
just like the sale experts who have the hit ratio of 30% or 40%?
I think all these problems originated from the difference in sales capabilities
Ahn : We have just talked about the various problems of B2B IT sales.
Ahn : What do you think the realistic solution is?
The intuitive solution is this. There are always one or two sales experts in any company.
Make them meet all the account at the time of every initial contact.
Then, the sales conversion rate would rise.
Ahn : It is correct in theory, but it is impossible in reality.
I'm afraid so. I would like to meet everyone instead of you, Director Ahn.
(laugh)
If so, imagine how much the sale would rise.
But in reality, I can't do so. That's why it is regrettable.
Ahn : That's a sad story(laugh)
But there is already a case that the problem is solved.
It is a home shopping that you are very well aware of.
The sales results of products that are about 100$ were varied greatly,
and the sales conversion rate was poor. before the home shopping.
But the hit rate was greatly increased after the best vendor sales expert
and shopping host together runs the home shopping talk
Ahn : It is quite understandable, but that is B2C area.
I can't understand how we can sell products in B2B area like home shopping.
B2B IT products are priced at several hundreds of thousands of dollars. Would this method work?
That's why I would like to propose "Video Proposal."
We are making the IT video proposal
from this August under the brand "IT Video White Paper by Woosung Ko"
We are making the video in an attractive way that can appeal from the view point of the customer
just like the home shopping video.
The objective of "IT Video White Paper" is to send the video proposal instead of a file
so that the initial leads can be attracted to the product by watching video.
The company that sells through home shopping must have had a promotion video of its own.
Then, why would they sell through home shopping?
The video the company made is the video from the point of view of the product of the company.
It is because the vendor makes it
and then the seller presents it.
They try to send the message in one way by themselves, and the message only contains the opinion of their own.
Therefore, the customer feels it is just an advertisement from their view point, and he would not pay attention to it.
Every home shopping has the similar format.
Man: I should say this is the surprising chance.
Woman: That's right. As you can see right now, this is the opportunity.
Woman: I didn't offer you a tumbler in the(Man: yes) refrigerator last(Man: right) night without any reason
All of home shopping videos have the something in common.
The shopping host talks to the product expert in neutral position in the customer's point of view.
There is no home shopping without the talk.
And in the video, not only the information is provided, but also customer's
emotion is touched in a clever way.
These three common factors would be contained in our video proposal
I will talk with the product expert and make that mood.
When selling the enterprise solution,
we must have the experience and understand the characteristics of the product rather than just talking well.
You can ask questions and lead the program only when you have the knowledge.
And you must know the market well.
Only the person who has the experience of B2B sales can host the program
of course, hosting skills are also important.
I have hosted live B2B IT talkshow onTalk IT regarding new products and new technology with many experts of
IT companies for more than 1500 times since 11 years ago
but I didn't know this day would come. I am a person who has fiercely pursued the B2B IT sales.
The movie by an independent movie director and the move by Director Joon-ho Bong or Steven Spielberg must be different.
Even if the story line is same, the contents would become different by the director and how it is directed.
Ahn : When did you start the video proposal?
It was started from this August.
First, IoT Platform of PTC Korea was made,
and All Flash Storage of Pure Storage Korea
and Cloud Service Customer Case Study of SAP Korea are being made.
Ahn : It looks like the references are accumulating
Sure, responses are also positive.
I will show the video proposal regarding IoT Platform of PTC for a moment.
You must have experienced a lot of POC. How were the responses?
VP Lee : Very fast. Easy. Doesn't require coding.
What is seen is immediately visualized.
First of all, the video proposal would be used for the purpose of replacing brochures or proposals
which are currently used by sale persons of IT companies.
Also at the same time, it would be sent to over 35,000 Talk IT members
including decision makers of big business groups and small
and medium sized companies which were gathered from the 1500 times of IT Live Talkshow from 2002
If it is an advertisement in the point of view of the vendor, I couldn't distribute it
but this Video White Paper, which I named it "Woosung Ko's IT Video White Paper"
after my name can be distributed to my members with some confidence.
Did you feel how different
it is just to read a Powerpoint document as before and to view this video?
If you have same worries about sales as I mentioned in the beginning of this video
how about spending time to discuss about the sales promotion with me?
If you agree with my viewpoint so far, what if we meet someday?
But in advance LinkedIn, Facebook, Email Whatever it is, what if we connect together?
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