Spotlight: How one account executive
transformed his sales with AI video
Waymark's spotlight series shines a light on real stories of trailblazing account executives and media sales representatives who've mastered the art of AI video sales.
John Hefner, an account executive at NPG, was all too familiar with the roadblocks that could slow down a sale. "The biggest challenge for me as an account executive working on new businesses is getting to a decision maker," he shared. "Getting past gatekeepers. Just getting a conversation started about getting them started."
Even when John managed to connect with a prospect, the traditional sales process was time-consuming. "Once you have a meeting, then you set up a production meeting with one of the station’s producers. The producer works on a script and a storyboard. You have to get the script and the story board approved by the client. Then you shoot the commercial."
The back-and-forth could stretch a sale out for weeks, if not months. This changed when John started using Waymark, an AI-powered video ad creation platform. Impressed by the quality of the ads and the speed of the process, John eagerly put Waymark to the test.
Changing the game
"What I have been doing is identifying a prospect. Then I find the email for the business and send them a spec spot with a specific offer," John explained. "If they are interested, this gets them thinking about the creative and what changes they would like. Then we move to the schedule."
This approach paid off in a big way during the pandemic when John reached out to an outdoor patio furniture store that was having a moving sale.
"I said, 'Please give me your email address, I will have a spot for you in two hours.' I sent him a spot an hour later. He made two changes...I got a new direct order for $2,150."
"I spoke to the owner. He said he was closing in three weeks. He said to me that I could not get a spot produced in time." Undeterred, John saw an opportunity. "I said, 'Please give me your email address, I will have a spot for you in 2 hours.' I sent him a spot an hour later. He made two changes. We were good to go. I got a new direct order for $2,150."
Restarting relationships
"An RV Dealer was having a show at one of the local casinos. The show was in three weeks. My co-worker created a spot. It was approved. They put in an order for $3,950."
John also used Waymark to reignite relationships with lapsed clients, like an Irish-themed restaurant and bar. "The owner told me in May of 2023 that she was not going to come back on the air until January of 2024." So, John took a creative approach. "I decided to make her a new Waymark spot with Irish music in the background in September. She loved the new spot. She signed up for an order for $1,900. That would not have happened without the spot.”
Spreading success
John's success with Waymark quickly caught on with his team. "An RV Dealer was having a show at one of the local casinos and they wanted to use television. The show was in three weeks. My co-worker created a spot. It was approved. They put in an order for $3,950."
The impact on John's sales process has been transformative. "The conversation starts with working on the creative. I have eliminated many steps. It is such a game changer." In just a few months, John generated $30,000 in new business using Waymark.
In just a few months, John generated $30,000 in new business using Waymark.
For AEs looking to incorporate AI video ads into their sales strategy, John offered this advice: "Waymark is so user friendly. If someone can copy and paste a website address, they will have a usable spec spot in a matter of minutes."
By leveraging the power of AI video ad creation, John and his team have found a way to bypass gatekeepers, engage prospects more effectively, and close deals faster. "Waymark has changed the way we approach sales conversations," John reflected. "It's a total game-changer."
Waymark’s AI-powered video creator makes it fast and easy to create compelling commercials that help you shorten sales cycles and close more deals.
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