From the beginning

When John called us back in February he was like many others in his shoes, a sharp business owner looking to maximize his effectiveness online. John had seen a video spokesperson on his competitor's website and asked himself why he did not think of that first.

After doing a little research he found our company on Google among a few others on his short list. He initially requested pricing and started to base his decision on what felt like a budgetary consideration. His initial comments to us were:

• "I like your quality compared to some of what i've seen"
• "you seem a little more organized than a few other companies"
• "your actors all appear to be pretty good when I click through their samples"

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The callback

John called us back a few days later with a few questions. He had obviously not made a decision yet, and given our nature we were not going to call him and bother him to death with a pushy sales technique. He said he had been talking to a few companies and got offers close to half of what our prices were. He went on to say that one claimed to have patents on the technology as well and pretty soon they would be the only company in business making videos on websites. After 5 minutes of listening we advised John that we appreciate him calling us back and sharing that information, but we were sure to let him know that if our end product was in any way inferior, or if he felt he was not getting more than he expects from us then by all means to go with our competitor.

• "do you host the video or do we?" - Answer was you do John, and we don't charge any monthly fees
• "do you put your branding on the videos like some companies?" - Never, and we certainly won't start now
• "how about if we don't like the video when it's done?" - We will re-shoot it at no charge
• "really? Have you ever had to re-shoot a video" - Only once in two years of doing business

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His Curiosity

John was happy to hear our answers but was curious as to why we took such a layed back approach. He said he had two sales guys calling him nonstop for his business but never heard a word back from us apart from when he requested information. I remember giving him an example of my first used car buying experience, how at least 10 salesmen swarmed to grab me from the parking lot and force feed me their sales pitch. It was such a turn-off. A big difference compared to my last buying experience at the local Luxury car dealership where I was treated with dignity and calm confidence. They knew I wanted the car, it's in the top of its segment, people aspire to own the luxury brand. So there is no need for a pushy sales pitch.

• "John, we produce high quality videos with professional actors, studio staff and company administration"
• "we give you relevent web tools and add-ons that no other production company offers currently"
• "we make sure that your ideas are discussed, your script is reviewed, your delivery is rehearsed, and you talk to the actor"
• "after each production we grade ourselves on each part of the job and attach scores to your file"
• "we call you later on to get your feedback about your experience with us and ask for recommendations"
• "in other words John, we are on top of our game !! "

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He was sold

John was already sold from the moment he called us back, he just needed a little reasurrance that his decision lined up with his core belief. How do we know this? He later told us about his company and his vision for growth, and how the kind of culture he saw in the way we did business was exactly the kind of stuff he was made of. He was happy to align himself with our organization, not a high pressure, over-promising and under-delivering bargain basement website.

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