Getting Buy-In for Video from Your Team, Your Boss, and Others

Last Updated July 30th, 2020

The benefits of replacing some of your faceless, digital messages with casual, conversational videos are more obvious to some people than they are to others.

Getting buy-in within a team or an organization can be a challenge.

Over the years, we’ve helped many professionals successfully adopt video in their businesses. As individuals, small teams, large teams, and even entire organizations.

The team dynamic can be very powerful from initial implementation to long-term and high-level usage. Team training. Best practices. Contests and awards. Private and public praise. Mandated activity levels. You have so many tools and levers to apply on your own and with our help to win with video.

But the first step … is getting buy-in for video and selling your team, your boss, and other stakeholders on the concept.

Here are some ideas to help!

The Three Points You Must Align

No matter the change or transformation you’re undertaking, a shared vision and mutually beneficial outcomes increase the likelihood of success. Those transformations often start with one or two champions who are the people most excited about the idea and opportunity. They can generate some momentum, but that tends not to be enough for lasting cultural change to take hold.

In helping organizations successfully adopt the philosophy and practice of video messages, we’ve seen three specific points that must be aligned:

1. The organization

2. The leader

3. The front-line practitioner

What’s in it for the organization? What’s in it for the leader? What’s in it for the front-line practitioner?

What are the specific motivations of each stakeholder? What are the specific benefits for each? What does success look like for each?

The executive buy-in can be there from day one, but if the people who execute and bring it to life aren’t on board, the initiative’s a cram-down destined for middling results at best.

Team members may be excited and raring to go, but without leadership’s shared enthusiasm and sponsored support, the project fades into frustration or even futility.

Talk about the value and benefit of increasing face-to-face time. Map it specifically to each role and position. How will it help them? How will it save them time? How will it increase results? What are the fears or points of resistance? Why should we work through them?

Don’t leave these important conversations for the rollout. Think about them in advance. Talk about them. And, of course, engage the BombBomb team in the conversation with your organization, leaders, and team members. Every team and culture is unique, but we’ve learned plenty by helping many. This guide is, in part, a result of those efforts.

Selling Video Up In Your Organization

If you’re an individual contributor or a front-line practitioner exploring video messaging to improve the status quo, we’re with you. Historically, the adoption of BombBomb has come bottom-up, rather than top-down, in most organizations. As a salesperson, a manager, or a customer success practitioner, you learn about the opportunity, survey the scene, and start a free trial or request a demo with us. You get going, get results, and then … get questions. What are you doing? Why are you doing it? How are you doing it? Can I do it, too?

Now it’s a thing. Others on the team or in the department are interested and even starting their own trials. It’s a topic in your next one-on-one coaching session with your manager. You’ve got a chance to help lead a powerful, meaningful, and valuable change in your processes and results. The potential for you to be a go-to person on a valuable, new practice is right there.

This is a great scenario for successful adoption, but you may need some support. Front-line practitioners are already bought in. Some have already experienced success and have stories to tell and positive replies and responses from prospects or customers to share. This situation is typically an ROI play. If the leader sees the benefit, it’s easy to invest in a set of team accounts.

Common ideas to share or objections to overcome when selling up:

Your leader or manager is often hiding your best asset.

Your leader or manager is likely to overestimate your writing.

Your leader or manager is probably unclear about the efficacy of video messages.

Your leader or manager is potentially unclear on the benefits.

Your leader or manager is typically in favor of control and standards.

Your leader or manager is still skeptical.

We want what you want: you and your team getting face to face more often to provide a more personal and human touch, to improve customer experience, and to exceed your goals.

Selling Video Out Into Your Organization

If you’re a leader or manager who’s rolled out a new initiative, you know that you should expect resistance and that you should expect excitement. Depending on the initiative, you can predict who’s going to fall into each camp and who’s going to fall into the great middle between them.

You also know your history and culture. Video may be an easy adoption – or it may take some selling. You may need to mandate adoption or you may be able to leverage peer pressure by playing “follow the leader.” We’ve seen several winning approaches.

Some key ideas for selling in:

Your best performers will typically adopt faster.

Resistors and laggards will resist and lag on video more than on some other initiatives.

Be clear about how this will help them in their day-to-day.

The primary goal for the first several months is activity.

Don’t leave adoption up to each individual.

These are obviously broad concepts and frameworks. Throughout, the alignment of company, team, and individual benefits and goals remains critical, as does communication and reinforcement of them. We’re happy to map the right course with you.

Selling Video Through Your Tech, Operations, and Legal People

If you’re in a larger organization, you likely have stakeholders in any technology adoption who are outside the practitioner group. Typically, they’re in IT, operations, or legal, but this information is relevant to others, as well.

Here is wording you can use with these groups:

BombBomb is a secure platform that’s compliant with GDPR, PCI, Privacy Shield, SOC 2 Type 1, and SOC 2 Type 2.

No special equipment is required. 

Videos are not attachments.

Integrations are easy to set up.

The adoption of video will change your relationships internally and externally, improve your customer experience, and benefit your company. If you need help getting buy-in at any level, please talk with us.

Want More Video Buy-In Guidance?

We’ve given you an overview on getting buy-in across your organization when it comes to video. But do you want to dive deeper? The Video Adoption Guide is the resource for you.

In the guide, there’s an excerpt on everything you need to get buy-in for video messaging in your business. You’ll get effective strategies for selling video at every level of your organization.

Get the excerpt below…

Get the “Getting your Organization Bought into Video Messaging” section from The Video Adoption Guide

Ethan Beute | About The Author

Chief Evangelist at BombBomb, host of The Customer Experience Podcast, and Wall Street Journal bestselling co-author of Human-Centered Communication and Rehumanize Your Business, Ethan Beute collects and tells stories of clearer communication, human connection, and higher conversion through simple, personal video messages. BA: University of Michigan. MBA: University of Colorado-Colorado Springs.

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