Want to improve sales communication?
Recent research supports the idea that visual communication is more powerful and persuasive than verbal communication, suggesting in many instances that people learn and retain information that is presented to them visually much better than that which is only provided verbally.
These are welcome findings to anyone in sales. Even more welcome is the news that today, sales people have more resources than ever available to them for creating and displaying visually compelling information that their customers and prospects are looking for.
It is safe to say that most of us are at least familiar using either email (written) or voicemail (verbal) in our daily activities. It is also safe to say that many in sales are not that comfortable or familiar with how to incorporate graphics and video into our communication.
It is a fact that the MOST effective way to communicate is with visuals, yet most sales professionals are hesitant to get started.
Some of the excuses for ignoring video and images to improve sales communication include:
- “I don’t have a good camera.”
- “I do not have the software or tools to create graphics or video.”
- “I don’t know how to use the tools I have.”
Let me quickly remove those hurdles for you. Every laptop, tablet and smartphone made in the last 4-5 years has a built in webcam and microphone. They work very well for most needs. PowerPoint is everywhere in business and other software that makes video conversations easy include Skype and Google Hangouts.
Video does not always mean you are in front of the camera. For many sales needs, using a screen-capture tool like Camtasia Studio or Snagit will be most effective.
Another reason that I hear that sales has not embraced the power of video is:
“I focus on the executive level and they do not watch videos!”
Consider this:
75% of executives told Forbes magazine recently that they watch work-related videos on business websites at least once a week.
The results they gathered also taught us that:
- 50% watch business-related videos on YouTube.
- 65% visit the sales person’s website after viewing a video.
The evidence is clear – people not only communicate visually more than ever, they also communicate better when they communicate visually. This is an important revelation to those in sales who need to provide information as compelling and effective as possible. The psychologist Jerome Bruner of New York University has described studies that show that people only remember 10% of what they hear and 20% of what they read, but about 80 percent of what they see and do.
Training materials used by the federal government cite studies indicating that the retention of information three days after a meeting is six times greater when information is presented by visual and oral means than when the information is presented by the spoken word alone. Other studies by educational researchers suggest that 83% of human learning occurs visually.
Not only do we know that visual aids help customers remember what you are sharing at a much higher level than other means, researchers at the Wharton School of Business compared visual presentations and purely verbal presentations and found that presenters using video were considered more persuasive by their audiences, 67% of whom felt that presenters who combined visual and verbal components were more persuasive.
So, to review – – there is no longer any argument that adding graphics and video is more memorable and impactful for your customers. It also makes you 67% more persuasive.
Are you still willing to ignore the power of images and video?
Don’t forget — Customers remember:
- 10% of what they hear.
- 20% of what they read and
- 80% of what they see and do.
- Including graphics and video into your communication yields improved results
