Go all-in on video — with Tom Boston

When it comes to creating a personal brand using video, there’s no one better than Tom Boston from SalesLoft. Let’s find out more about Tom and how he uses video to stand out.

Back in February, we staged another of our exclusive SDR-only events, in partnership with Venatrix. Every talk at this event was aimed at helping SDRs be as good as they can be, bringing value to the 100+ SDRs in the audience. Based on these talks, we’ve put together some articles. Even if you couldn’t be with us at the event, you can still get inspired.

Tom Boston

Tom Boston is an SDR at SalesLoft. He has been there since July 2019, having previously spent time at Hootsuite. He’s very proud to be one of the few SDRs in London who is in his 30s!

Tom is all-in on video. I’ll let him explain.

‘Every single person that I speak to gets a personalised video from me. It’s less than 60 seconds because people don’t want to listen to me ramble on! But they’ll be able to see that in an email and put a face to a name.’

For Tom, this is what makes him stand out. Most SDRs are not doing this. It’s allowed him to create a personal brand, grow his network and achieve stunning results at Sales Loft.

Here are Tom’s three tips to becoming great at video.

1 — Learn as much as you can before you go live

Personalisation is critical to Tom’s video strategy. When you create something that’s just for that individual prospect, it sticks in their memory and gets them to act.

‘They go. ‘Wow! This person has actually spent some time and they’ve reached out for a reason.’

How can you get granular with personalisation?

Learn everything you can about your prospect before you record their video. Go on LinkedIn and find out their backstory. Look to find a connection.

‘My colleague Jack uses his knowledge of football. He finds out which team they support. I don’t know anything about football, but I’ve got a good knowledge of obscure northern towns.’

Alternatively, look for a pain point you can relate to. Then, you can show that you know what they’re going through and position yourself as the solution.

2 — Don’t be nervous

You might watch someone like Tom and think, ‘No. I could never be as good as that,’ and never experiment with video. Stop. Don’t limit yourself. Make a start and improve from there.

‘Was it bad when I first started doing prospecting videos? Yes. It was really bad. I’d watch it back and I’d be like, ‘I do NOT want to send that.’ But it does get easier. I persisted. And let me tell you, when you’re booking meetings off videos, that’s a great thing.’

3 — Be different

Not every salesperson is using video to sell right now, but when they see what people like Tom are able to achieve, you can bet they will be going live very soon. That means you have to stand out. You have to be different.

Think about what makes you you. What are you better than everybody else at? Tap into that for your video outreach.

‘Now I’m a bit silly and daft, so I’ll do silly. But don’t feel you have to go into comedy! Play to your strengths. If you’re really knowledgeable in an area, make a video about that to show your prospects. They think, ‘Oh. This person really knows what they’re talking about.’

Authenticity is everything.

Over to you

Thanks to Tom for that great talk. Now, we want to know what you think.

Are you all-in on video?

What are your tips for effective video prospecting?

Let the Sales Confidence community know down in the comments.

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