CHANNEL INSIGHT
generally result in a sale. We’re the first to admit this type of sale is a departure for the more traditional reseller but ideal for the IT literate who use and embrace online technology,” commented Tobin.
To view Tri-Line’s videos in your digital edition of Comms Dealer magazine please go to:
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Continued from page 51 the content is clear, concise and watchable. “If a viewer stops watching after a few seconds the exercise is wasted,” stated Tobin. “Many viewers start out searching for the answer to a particular problem or informational need and if presented properly video can create a need that didn’t necessarily exist.”
Tobin has witnessed such demand creation first hand, with legacy systems being replaced because a prospect accidentally found a Tri-Line video, watched it, and was impressed enough to buy the product. These prospects were not part of Tri-Line’s target audience, but the integration of social media provides a platform for disseminating information via video, making it easier for prospects to access information and act on well constructed videos that generate product interest.
For software products, the web has in many ways turned the traditional sales presentation on its head. Video is the next natural stage of this shift in the buying process. “Traditionally, a meeting may have been booked to discuss business requirements and the reseller brought in as the expert to give advice on ways forward,” said Tobin. “In today’s information age it’s often easier for the buyer to go online and educate themselves before bothering to waste time on a meeting. IT buyers in particular want to touch, feel and use a product rather than engage in a verbal discussion on potential RoI.”
For software-based solutions like Tri-Line’s, video is even more effective as the prospect can be shown the solution in context. “From there it’s a fairly easy step to get them to download and actually use. This will
We see Kay Tobin
video playing a key role in the sales, installation and training process
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COMMS DEALER JUNE 2011 55
According to Tobin, the reality for resellers is that video offers a definite advantage but only when embraced as part of the wider web world. “If a video has been used to introduce and stimulate interest in a particular product the reseller still needs to follow through and discuss the business issues the prospect is looking to address. Most resellers have a comfort zone that they operate best in, video won’t change that overnight,” she stated
Slow uptake
Online video underpins Tri- Line’s go-to-market strategy but a big problem is getting resellers to embrace the concept of video. “It does seem slightly bizarre that most enquiries are from end users asking where they can purchase after viewing the videos online,” commented Tobin. “Resellers seem to be a bit slow to embrace video. We’re not sure if this is just because the concept is quite new or because it takes time for them to upgrade their websites.”
The need to engage the viewer is paramount. A whole generation of people now work on the assumption that information will be delivered in simple bite size chunks. They will either close or skip through any video content that doesn’t deliver. “Content remains king,” Tobin said. “The cultural changes in the way we work are here to stay and we see video playing an increasingly key role in the sales, installation and training process. The real question for resellers is how to embrace and harness the power of video effectively.”
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How Azzurri harnesses the power of video – page 67
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