Every seller should create good content as a tool to gain leads, grow their business, and increase overall success. Kyle Burt first heard The Sales Evangelist podcast two years ago when we interviewed Alex Berman about using video in sales. Kyle, who once chose business school over film school, went home and started making videos. Massive success Kyle quickly turned his video capability into massive success for himself. Before video, he was using cold calls, email, and "screaming from the tops of mountains," knocking on every door and delivering cookies. When you're starting out, you have to be willing to do whatever it takes. He realized that video provided a good strategy to get leads. But he shifted his focus to making videos because he wanted to make videos. He realized he had a level of value and a perspective that wasn't being shared. Kyle recognized, too, that only the people in his bubble would understand the content he was posting because it was niche content. Coca-Cola He established a weekly schedule because he knew he had to post consistently, and he introduced Whiteboard Wednesdays. It was a chance to introduce different technologies. Maybe 20 videos later, he was on vacation in Cancun in 2017 when he got a LinkedIn message from the VP of technology for Coca-Cola. He assumed someone was pranking him, but in fact, the gig turned into a consulting opportunity with the company. When Kyle realized the VP had seen the very first video he ever posted, the most awkward of the bunch, he knew that he was on to something with video. Objections In the case of objections, sellers often face their own objections to appearing in or creating videos. "I don't look good enough for the camera." "I don't have the right equipment." "There isn't enough time to create videos." The important parts of the content are good audio and good content. [Tweet "When you see something that looks like a commercial, smells like a commercial, and feels like a commercial, most people run. Instead, be relatable in your videos and focus on the message. #VideoContent"] Fear of the comments In my own case, I've been slow to take advantage of YouTube because I'm a little bit afraid of the comments I might get. People can be nasty sometimes. The point is that there will always be the possibility of those comments. Someone once told Kyle he sounded like a little baby. He wasn't even entirely sure what they meant by it, but he had to let it roll right off. You have to be ready to take it on the chin when you put yourself out there. You're going to get some good and some bad. Internalize the fact that nobody has it all figured out, and then realize that people are genuinely good. Most people don't want to tear you down, so don't spend your time on the small number of people who have something negative to say. It's worth noting, too, that stories only survive for 24 hours, so they won't live forever. If you create a bad one, it won't be around for long. Even with LinkedIn, the feed algorithm means that it might technically always be there, but it will be harder to find. Persistence We spent two years trying to get Kyle on the show but we couldn't make it work out because of different schedules. Our recording day is Monday because it's what works best for my team, and sometimes we have to bypass opportunities if they don't fit with that schedule. In Kyle's case, he was persistent. He got early access to LinkedIn Live, which as of this writing is only available to a few people, and he invited me to connect with him. After 18 months of no real interaction, he reconnected with me and we made it work. He grabbed my attention and we ended up recording with him on a day outside of our normal schedule. Disrupt the norm. Create good content that stands out. LinkedIn reach My good friend Stephen A. Hart from the Trailblazers Podcast pointed out recently that there are 9 billion...

Ask this episode

“What did the council decide on item 42?” — answered with the speaker and the moment.

Transcript

Related