Video> = Slike + Priče

postavljanje poslovnog videa

Ljudi ne čitaju. Nije li to užasno reći? Kao blogeru to je posebno uznemirujuće, ali moram priznati da ljudi jednostavno ne čitaju. E-adrese, web stranice, blogovi, tehničke informacije, saopćenja za javnost, funkcionalni zahtjevi, ugovori o prihvaćanju, uslovi usluge, Creative Commons .... niko ih ne čita.

Zauzeti smo - samo želimo doći do odgovora i ne želimo gubiti vrijeme. Iskreno nemamo vremena.

Ova sedmica je za mene bila maratonska, napisala sam marketinški materijal, odgovorila na e-poštu, napisala dokumente sa potrebama za programere i postavila očekivanja s izgledima za ono što možemo isporučiti ... ali većina toga nije potrošena tačno. Počinjem prepoznavati koliko su slike i priče mnogo utjecajnije na prodajni ciklus, razvojni ciklus i ciklus implementacije.

Postalo je očito da su dijagrami neophodni za stvaranje fizičkog otiska u pamćenju ljudi. Možda je to jedan od razloga zašto Common Craft je tako uspješan sa njihovim videa.

Prošli mjesec proveli smo dan i noć na RFP gdje smo odgovorili na desetke pitanja o našem proizvodu i njegovim mogućnostima. Prelili smo formulaciju, napravili sjajne dijagrame i imali nekoliko sastanaka s kompanijom, kako lično, tako i telefonom. Čak smo distribuirali interaktivni CD koji je predstavljao pregled našeg poslovanja i usluga.

Na kraju procesa nalazimo se na drugom mjestu.

Zašto?

Iskreno govoreći, svi glasovni razgovori, marketinški materijal i dokumentacija na kojima smo proveli sate još uvijek nisu pojasnili sažetu sliku klijentu da imali smo ključnu karakteristiku što su tražili. Jesmo ... ali u svim hrpama dokumentacije, sastanaka, razmjene poruka itd. Ta se poruka izgubila.

Nije ironično da je kompanija na prvom mjestu imala priliku da u potpunosti demonstrira (u vlastitom laboratoriju) s klijentom o isporučenom. U postupak smo uvedeni mnogo kasnije i nismo insistirali na internim demonstracijama. Bili smo uvjereni da smo ih u potpunosti priopćili potrebna rješenja.

Pogriješili smo.

Povratne informacije klijenta bile su da je naša demonstracija bila previše tehnička i da joj je nedostajalo meso onoga što je klijent tražio. Ne slažem se - definitivno smo cijelu prezentaciju usmjerili na tehničke aspekte našeg sistema s obzirom na to da je kompanija imala bijedni neuspjeh sa svojim prethodnim dobavljačem. Znali smo da naša aplikacija stoji samostalno, pa smo željeli postići to kako je naša tehnologija diferencijacija koja im treba.

Oni to nisu znali.

Osvrćući se na to, mislim da smo vjerojatno mogli ispustiti tonu poziva, dokumentacije, pa čak i dijagrama, te jednostavno sastaviti video kako je aplikacija radila i premašiti njihova očekivanja. Znam da u posljednje vrijeme puno pišem o video zapisima na svom blogu - ali zaista postajem vjernik medija.

7 Komentari

  1. 1

    Doug,
    I talked to Mark about this today at Basketball, and the first thing I asked him was “did you draw pictures with the client?” In my experience, nothing brings business and technical discussions together better than a live “white board” discussion where you get all the linkages, systems, reasons, users, etc. out on the board in a live discussion with the customer. I agree with you that no one reads anything. If I write something, I like to read with with the customer word for word – so that demands that the documents be short.

    Sorry for the long comment, but you hit a hot button with me, and I got pulled into the conversation today…
    -scott

    • 2

      Hej Scott,

      Your conversation with Mark definitely encouraged this blog post and I agree with you. Given the volume of material we needed to push to this particular prospect in a short period, I even think going beyond images would have been necessary – perhaps a mix of images, recorded demonstrations and live demonstrations.

      We were definitely put at a disadvantage from the start – the other company already being embedded without our knowledge – but the fact that we have the better product would have stuck out much more had we left all of the participants with the vivid memory of our products’ better capabilities.

      Thanks for the inspiration!
      Doug

  2. 3

    Sorry to hear you didn’t make the sale. Your honesty is very much appreciated. It’s a humbling experience to be 2nd on something important. It sounds like you have hit the nail on the head with your insight on the video medium. If you think of a sales presentation as an educational experience for the customer, you will remember that people learn in different ways. Teachers know that some people process learning by listening, some people process learning by reading, some people process learning by doing. If you can provide a variety of learning experiences, you’ll reach your goals of educating. You can always have multiple presentations with different styles prepared in advance, and gauge your audience during the presentation. If they give you little clues like saying “I hear you, Doug”, or “I’m not seeing where whe’re going here”, you can gain a little insight into their learning style….. and then go in that direction. Good luck with the next presentation. And thanks for the cool little video on Blogs on the Commoncraft site! That was so fresh! And also thanks for the backlinks from a previous comment… I am placing your blog on my list of blogs with the no-nofollow on my site!

    • 4

      Thanks Penny! Your comment hits on something very important – that our goal was to obrazovati the client. Had that been a classroom, our students would have flunked. We need to be better teachers!

  3. 5
  4. 7

    There are two basic rules that any marketer should follow:

    Rule #1 (from journalism) — The average person has the reading level AND attention span of a 6th grader. Use short sentences and small words. The important information goes first, the less important goes last.

    Rule #2 (from marketing) — We are bombarded by more than 30,000 persuasive messages per day (this is more than just advertisements). To cut through the clutter, even for smarter people, you need to follow Rule #1.

    A good RFP is only a couple of pages and will only address that particular need the client has, not talk about the responding company, their process, or include lots and lots of materials. If you do, include them in an index, but only include the materials you absolutely must have.

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