Helping Sells Radio
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182 Matt Barnett Says "Automate Processes, Not Relationships"
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182 Matt Barnett Says "Automate Processes, Not Relationships"

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Sales is changing. 90% of people won’t pick up a cold call and 53% prefer researching online. This doesn’t make things easy on the sales executive who is trying to help prospects make improvements in their businesses. How are sales execs supposed to communicate with prospects if no one is picking up the phone? 

Matt Barnett, CEO of Bonjoro, says asynchronous video is the answer.

He created his company to help sales people communicate authentically with prospects. It seems to be working. According to SalesLoft, sales teams that use video have 20% higher close rates AND 30% higher deal sizes.

When I began talking to Matt, I was skeptical. Isn’t video hard? Don’t we need heavy software? Isn’t there editing involved? And what about audio quality? Not everyone is comfortable on video. How is this going to work? 

These were all the questions I had for Matt.

I must admit. He turned me around.

It’s an asynchronous world. We don’t just call someone out of the blue, have them answer, “hello,” and have an 18 minute conversation….like we used to. 

We send messages and wait for a reply. 

We schedule times to do video calls. 

Everything is pre-arranged. 

So why not used this trend in the sales process. 

Matt turned me around with this scenario. 

Imagine the sales executive who wants to get home a bit early to be with his family and friends for an evening BBQ in the backyard. It could be you. You want to beat the traffic home, but you still have a few sales follow-ups to make. 

You decide to leave the office a bit early and get home. 

When you get home, you help your family set up for the BBQ before your friends arrive, then sit down in the back yard and send a few follow-up videos. 

“Hi Lauren, it’s John here. I just got home a bit early today to set up for a BBQ, and I thought of you. Have you reviewed the proposal? I’m asking because there’s a tricky part in section two. And I want to make sure you understand that we can be flexible on that. After you look that over, let’s schedule a time to talk it over. If we get that part right, your ROI will be very clear. Let’s schedule that call on Tuesday.”

Send.

That takes just a few minutes. 

The sales exec [you] can send four or five videos like that, even while the kids are throwing balls at each other in the background. 

It’s real life. 

It’s personal.

It’s professional.

It shows caring in the sales process. 

And best of all, as Matt describes, “It’s not about editing. It’s about being yourself and letting people know you’re there to help. And then asking them to take the next step in the process.”

Sales and marketing are becoming so automated that we might be losing the relationship aspect. 

Video changes that. 

They have a principle at Bonjoro: Automate processes, not relationships.

Anyone who listens to Helping Sells Radio can relate to that. 

More about Matt:

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Helping Sells Radio
Helping Sells Radio
Helping Sells Radio is the enterprise software podcast for people who want to help customers achieve outcomes with software. We talk to technology professionals who work all over the customer journey, from marketing and sales to customer success and professional services, to unpack innovative ways people are taking a helpful approach with customers. Brought to you by ServiceRocket Media.