MBA2043 Guest Teacher – Mike Moll – How to Leverage Video to Generate More Sales

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Hey O welcome to the Hunter RMBA Show. Because in business we take all the help we can get. That's why we deliver daily 10 minute business lessons for the real world. I'm your host, your coach, your teacher Omar Zed home. I'm also the co founder of Webinar Ninja, an independent software company I started with my co founder back in 2014 and today's episode is a guest teacher episode. On our guest teacher episodes we bring on an expert to teach their area of expertise. Today we have Mike Mull and he'll be teaching you how to leverage video to generate more sales. Reaching out to clients, to partners, to people you want to work with via cold email can be incredibly hard to convert. This is where the power of video comes in. Incorporating a personal video message, knowing exactly what to say and how to lead them to the next step is vital to closing more sales. Listen, even if all your sales are inbound and you don't do any outbound sales, this strategy is incredibly useful. If you're trying to work with somebody, partner up, get somebody onto your podcast, do a collab, get partners or affiliates, meet somebody you admire, find a mentor. This works, but it only works if you do it right. So that's why we brought on Mike Mohl today to show you step by Step how he uses video with his outreach to generate more sales. Let's get into it. Let's get down to business.

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Today's guest teacher, Mike Mull, is a marketing coach. He specializes in helping entrepreneurs like you and I charge what we are worth, but more importantly, to remove themselves from the daily operations, to use tools and automation and technology to be able to free yourself up. He focuses on how to build a sustainable business rather than aggressive growth. And he does this by helping you optimize your systems and your pricing. Today, he's here to show you how to optimize your sales or conversions in general using video. I'm going to pass it on to Mike now, but I'll be back to wrap up today's episode and give my takeaways. But for now, take it away, Mike.

Hey everyone, I'm Mike Moll and thank you for joining me today. Today I'll be teaching you about how to generate amazing leads using custom video outreach. So let's get down to business. The reason I'm so passionate about this subject matter is that I have done all kinds of lead generation or lead generation attempts throughout my time in business. That's everything from running ad campaigns, going door to door, making phone calls, sending emails, everything. I've done it all. And this method has worked so much better than anything I've ever done. And so it's a passion of mine to be able to share it with other people so that they can generate not only great leads, but also build great relationships along the way. So in today's lesson, we're going to talk about why building relationships in sales is so important. The ways that you can reach your target audience using video. And then I'm going to give you the exact script that I use to achieve a 60 plus percent response rate to my cold outreach. So let's take a step back and think about why this method is so important. So ever since COVID happened, and I've been using this method since before COVID but ever since it happened, there have been a ton of trade shows cancelled, people are displaced within their offices. So the idea of, you know, setting up a booth at a conference or doing a lunch and learn at an office has become very, very difficult, which means that email sends have increased dramatically. Not only email but outreach on LinkedIn, outreach on Instagram, and people's inboxes have just been flooded with correspondence and people asking to purchase their product or their service. And if you think about how you get contacted, I would say for me it's maybe every 40 to 50% of people that reach out to me is an automated robotic, hey, thanks for connecting message. You know, we do this service, we really want you to hire us. You know, here's my calendly right. And the way that that makes me feel is that this person took no time to understand who I am, what I'm trying to accomplish or anything like that. And it kind of just sets a really bad tone from the get go. And for me, I don't want to be lumped in with another version of this. So I came up with this video methodology to do it. The other piece of this is that working with a new vendor or switching from an existing service provider can be a headache. You know, you don't know that the person that you're going to be working with next is going to be any better than the original person. And so, so there's a built in reluctance from anybody that you're pitching to not necessarily want to go through the process of switching, which may make them not want to take a meeting with you. So there's all these barriers that come. And sending something that's via text, whether that's email or on social media or cold calling, it's just very easy to find a reason to say no and skim through the writing or the copy that that person sent you and just kind of ignore it. So this is a different method and this is a way that I found really impactful. So how can you reach people by video? My personal favorite is by connecting on social media. The simple reason is that when you link a video in an email to somebody, two problems happen. One, the video file is probably too large and it probably puts it into Google Drive or asks you to host it somewhere else and provide a link. Or if you make a video through Bombbomb or Loom, which are really great and powerful marketing tools, the challenge becomes in the email you actually have to put a URL. Now as soon as you put a URL in an email and it's from an unknown sender, I know when I receive it personally I have a reluctance to open it because I don't know if it's a skill. And with the rise of online scams and finching schemes and things like this, I feel that sending a link to someone you don't know. It's probably really difficult to get them to open it. So my preference, if you offer the right type of service, is to connect with the person on LinkedIn or Instagram. Those are my top two choices. LinkedIn being the number one. And I'll go through the reasons why I like, which ones I like, and why. So if you've connected with somebody on LinkedIn, you go through the app on your phone into the messaging piece, and you can actually send them, record a video on the spot. What happens is that video pops up on their screen, and it takes up almost the entire message space, and it's just a big old picture of your face with a play button. Now, there's something undeniable about receiving a video like that.

You.

You almost have to watch it. When it's text, it's very easy to just kind of skim over, take a look, and decide, okay, I see the keywords that this person is using. I don't care right now. But when you send a video, there's this curiosity that's peaked. I know that I get that on my end. And you can do this with video or strictly audio. And these can be recorded directly inside of the LinkedIn messaging platform. And when you send them again, there's this temptation that you create. You know, is this person gonna be a weirdo? What do they want? Why is their, you know, why am I seeing their face in my inbox? And so it creates this tension of, you know, this temptation and this tension of, I kind of need to open this. I need to see what this is about. So my next choice is from. There would be Instagram. The challenge with Instagram is if the person doesn't follow you back, your message will go into their message requests. And some people don't check those, so it could get lost. My third option, which I'm starting to use a little bit more, is the Facebook business page. So a lot of businesses will actually have a Facebook business account, and they usually have a social media manager managing it, unless it's a very small business. If it's a mom and pop shop or like an audiology clinic or a dentist's office, the odds are that 50% of the time that those. Those inboxes are not being maintained. But if it's. If it's a company with, you know, five, five plus employees, it is very likely that there is someone on the other end who's managing their social media. And if you send a video through the Facebook business page, then you will have a pretty good chance of opening it. So now let's talk about what you say. So there's actually two ways that you can go about this. One way is that you can create a generic video that does not mention the person's name or the business name and you can send this out to everybody. So there are some drawbacks to this because, you know, now it's, it is a mass message again. And the people on the other end may, you know, there's not that same impact of hearing a name or hearing a company name that lets them know that you've taken the time and the effort to mention them in the video. But the benefits of it are that you can send a lot of them very quickly, right? So if you send one video, you can send that to 300 people and you really, you really just at the mercy of how many messages you can send per day on a, on a given platform. So that's one way, and then the other way is to actually personalize it. And so we were talking earlier about getting a 60% response rate to my videos. That is when I enter the name of the person I'm trying to reach. So, you know, hey, Ted, Hey, Jim, Hey, Sarah. Or if it's going to be somebody's team, you know, hey, this message is for the marketing team at company xyz, you know, so as specific as you can get it, the better. If you can address it to an individual person and send it to that actual person, the impact that they will feel over that is tremendously different and way more impactful. So now how do we actually reach out to these people?

Right?

So, okay, we've talked about the, how the, how video will impact the ability for people to pay attention to you. So that's great. You know, having people skim over your text or ignore your phone call, it can be draining, can be difficult, can be very time consuming. So if we now have this tool, this mechanism that we know people are going to watch and actually listen to what we say, what do we say to actually get them to pay attention? So this is the method that I've used. Number one thing is to be friendly. You know, I think people often, especially when they're doing things in mass, they tend to just want to drone, get it over with. They drone through it. They, you know, how quickly can I move through this? But having a smile on your face and saying hello has a really interesting psychological impact. People smile when they see a smile. And so if you start that off that way with a wave or smile or anything, that's Kind of light hearted. That will warm them up quicker than if you don't do that, then the next thing I like to do is, you know, they've now taken the time and energy to add, A, listen to your message and B, connect with you, right? If you sent them a request on LinkedIn or Instagram or Facebook and they've, they've agreed to accept your request, let's, you know, let's thank them for that because they've taken the time and energy to connect with someone they don't know. So I always start with, hey there. Thank you so much for connecting. Now the third thing I like to do is I like to disarm skepticism. So you don't always need to do this, but it is something that I like to throw in there because the people that I tend to reach out to are people that are being reached out to by a lot of people. And you know, someone like myself, I get 30 to 50 inquiries a week about various things. Accounting services, marketing websites, apps. I mean, it is really unbelievable. And most people just send the same generic crap over and over, right? They send these, these, hey, greetings. I offer the service. We are great. Here's a list of all our services. Please contact us. And really, you know, it's kind of lazy and it's kind of boring and I don't think I've ever responded to one of them. But that being said, any message that comes in from someone this person does not know, they're gonna feel like, oh, they're coming to sell me something. So I like to make a bit of a joke about it because at the end of the day, that's what you are doing, right? You are trying to sell the product or service that you offer to someone that needs it. And so I like to disarm their skepticism by saying, hey, listen, I know you get a ton of correspondence every week. I know people bombard your inbox. So what I wanted to do was just stand out a little bit. So it's kind of letting them know I'm not, it's not saying I'm not calling you about sales, it's not that I'm not reaching out about my product or service, but I just wanted to do a little bit more. I really wanted to go the extra mile to show you that you are someone that I, you know, find important. And I want to put the effort in for because that psychological trip is actually really helpful because most people don't put in any effort. And just by you pointing out the fact that you're putting in effort can actually make them, you know, recognize the fact that this is actually a cool, really unique thing that you're doing and recording them a video. The next thing you want to do is you want to tell them what you do, but in the context of how it helps them. Now, that being said, it's very difficult to say, I'm going to do this inside your business, and this will be the result, because that's going to create a bit of a feeling of, you know, rejection, a little bit of feeling of, you guys don't. You don't even know my company or the people that I work for. How do you know that you can do anything here? So what I like to do is I like to relate it in terms of how it's worked for other people. So we help businesses like yours, or we help companies in this space be as specific as possible. We help them achieve this result by doing this action. So your, you know, we help X by doing Y, resulting in Z. You want to throw your statement like that in there. So we help, you know, we help marketing agencies, you know, get past this challenge by offering this service. And so you're telling them what you've done for other people, and you let them build the connection in their mind about how it relates to them. And if they're the same type of business that you mentioned in your statement, then they're obviously going to know that they're in your target market. You may, at this point, want to also include something about a result that you've driven or the length of time that people tend to work with you, or just something that helps bolster your credibility. We've been doing this for this long. We've helped this many people do it. Our clients tend to be really, really happy. You know, we tend to increase the lead flow or the quality of the lead, or we tend to whatever you want to call it, but just some statistic or piece of credibility to help anchor the statement about what you're doing. And then what you can do is explain how you think this applies to them. Now, the point about you thinking that is really, really important because ultimately, people don't like being told what to do. We never did when we were kids, and we still don't. When we're adults, when someone tells us what to do, we just have this automatic rejection of it. We have this rebellious side of us that just goes, oh, yeah, I do whatever I want, so you don't tell me what to do. And it's childish, but we all do it. And it's a funny, funny phenomenon. But that person's going to feel the same way if you say so. Because we do that, we get, we're going to do it for you and it's going to help you. So as soon as you put that assumption, you remove that person's autonomy from the decision making process. It really actually hurts your credibility and them liking you factor. Right. So I would, I always, I always say things like, you know, it seems like your business is similar to the people that we've worked with. You may have these similar challenges and if that's the case, I would love to send you some more information. So you're giving them the autonomy to decide if they associate with these challenges. So things like I think, or it seems like, or from the outside it looks like this, anything like that, that's, you know, pointing them in the direction, direction of this is probably a problem that you suffer from without directly telling them this is a problem that you suffer from. And I know, because ultimately you don't know. You know, they might have an internal team, they might have an external agency, they might actually be really, really happy with where they're at. And when you say that this is a problem for you, you're, you're creating this friction where they now want to argue with you. And so you say, you know, it seems like, or, you know, companies similar to yours that we've worked with and then you give them the autonomy to decide and then the last thing you do is you ask for a meeting. And I think the ask I have in my screen as a bold ask in caps in bold ask. Because a lot of salespeople, they try and be very pushy, they try and push their agenda, they try and force a meeting by giving them a, you know, you know, if one of your options is yes and one of your options is no, then you're going to probably get a no if both of your options are yes. That's people's theory, right? So a practical example of this is people will say, oh, how's next Tuesday at 2 or 4, how's next Tuesday or Thursday? And you, you think you're clever by giving them these, these options that both options result in a meeting for you. What I found and what's worked the best is again leaning into the, the autonomy. So if anything that I said today resonates or sounds familiar or you just want to maybe explore it further, I'd love to jump on a call and tell you a little bit more about it. So again, you're not forcing a meeting. You're providing them the autonomy. And if you follow all these steps and you take this into your next round of sales outreach, I think you'll find that the results will be pretty tremendous. They have been for me and they have been for a lot of my customers. If you want to learn a little bit more in depth about how to use Internet tools to source people, how to pin down your target market a little bit better, I have a mini course available at Go mikemol. M I K E M O L L Coleads. Thanks again for joining me today. Now back to Omar.

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Love Mike's style in delivering his lesson. He's honest, he's true, and he's showing you that you don't need to be a pushy salesperson to convert. In fact, he shows you that doesn't really work. It gets people's backup. I've tried this strategy many times and it really does work because when you personalize the message, especially when you say somebody's name, they love hearing their own name on video. When you mention something about them that shows that you care and know who they are, you get their attention. The other thing is I like to keep these videos as short as possible. I don't like to go too long. If it's like 10, 20 minutes long, people's time is very valuable. So I like to keep it within the three minute mark so they can get to the point where they know what the next step is. I can do more, I can explain more, I can talk more when I get on a call. Here's something that was incredibly surprising when I've done this in the past is sometimes people just reply and say, I'm in. How do I get started? They don't even want to call. They're just sold by the fact that it was a very tight three minute video and then I've personalized the message. Sometimes you just get people at the right place at the right time where they're just, you know, needing your services or needing what you're offering. If you want to learn more about capturing more leads from Mike Mole, just go to Go Mikemol. That's M O L L Co Leads. Thanks so much for listening to the $100 MBA Show. If you love what you hear hit subscribe so you don't miss an episode. Do that right now on your favorite podcast app. By doing so, you get access to over 2,000 episodes in our archives and it's the only way to get access. So go ahead and hit subscribe or follow. Before I go, I want to leave you with this. You know when I say that sometimes in business when you're trying to grow and scale, you have to do things that don't scale. This is one of those activities that don't scale. And you're going to reap the benefits, not only for the actual sale that you'll close, but for years to come because you are building solid relationships you can lean on for years and years in the future. Thanks so much for listening and I'll check you in tomorrow's episode. I'll see you then. Take care.

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