375 – Taking Video Notes To Close More Sales With Richard White
Accelerating Sales to Scale your Business
Two years ago, making sales remotely sounded crazy for many sales managers. They were very hesitant about their team not being in the room. Fast forward to the present, business owners adapted their sales process and now are taking more calls than ever. But what is better is all the tools that will help you improve your sales.
Paul talks to Richard White, the founder of Fathom and a serial entrepreneur, about this app that will help you enjoy your sales call and not worry about the notes as they are all captured via video. After the conversation, you will learn the easiest way to take notes in a sales call, how you can use that to tailor it to your existing sales process and a cool way of getting a technical question asked live.
3:51 – What are the problems Fathom solve for their customers? It helps to translate the insights from a call into textual notes.
8:10 – How Fathom integrates with CRM platforms? It entries the data you highlight from the call as a summary, contact, objection, and so on.
9:36 – You should share the call with the client. The other side of the call wants the recording just as much as the sales representative does.
14:44 – Where Fathom is headed? It’s not just for taking notes anymore.
20:10 – How to control the meeting inflations. Reduce the number of calls while keeping people in the loop.
25:57 – The Sales Deep Dive. Richard’s sales habits.
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How to take notes and focus on a sales call at the same time?
Fathom is a platform that helps people write better notes once the call is over, automates data entry into the CRM, and gives visibility from the manager’s side. What makes it better is that they still need human interaction to tell the tool what’s interesting and what’s not. Why? People have tried to do AI to pull the interesting parts of the call, but the tech isn’t there today.
But the best part here is you don’t need to put your hands on the keyboard or type something out. Instead, you can completely focus on the call and tell Fathom what you want to highlight with a list of buttons. But these buttons are created to reflect the sales methodology and mark different elements from the call, such as pain points, timeline, questions, action items, objections and more. So whenever you hear one of these things, you click just the button to flag it. And then, you can make it a shareable video clip, generate a call summary for your CRM, and ship that clip to your Slack channel.
How Fathom helps you close more sales?
- When you have the follow-up call, you can just pick up where you left off.
- It helps managers to coach their sales team.
- You can send a clip of the video call to a Slack channel while the call is happening, so your team can help you answer questions in real-time.
- It helps maximize the time you’re on the call.
Remote working vs in-person meetings?
From a hiring perspective, Richard mentions studies done at different organizations, where they find that a third of people want to go back to the office, a third of people will never want to go back to the office, and the last third people want to split time. No matter what you choose, if you’re a big company, you’re going to alienate two-thirds of your employees, so companies are focusing on that.
And when you look at sales, there is an interesting angle. Sales was the last role to go remote because sales managers were very hesitant about their team not being in the room. And the concern is around how the team can recreate the good parts of an in-person meeting and how your team says things in a remote environment. Almost two years into remote working, prove that we can function from anywhere.
Reducing the number of calls and keeping people engaged
One of the challenges of remote working is the meeting inflation, where you tend to over invite people to many meetings. When using Fathom, you can send a part of a call to someone who’s not at the meeting. So you don’t need to invite everyone, but if something relevant comes up, you can mention the people on your team, so they can go and watch that portion of the meeting.
And for the people who need to present a demo or any other proposal, Fathom hopes to add a feature to detect if someone is engaged or losing interest. And that’s one thing people lose over Zoom versus in-person meetings: you don’t get to see the face of the other person. Have a visual recognition tool to warn people if they’re losing their audience so that they can correct course in the middle of the meeting. The goal is for people not to worry at the end of the call if it went well or not or missed something important.
The Sales Deep Dive
What are the sales habits that help you accelerate your sales?
We actually pay people to take meetings with us. It’s a free product, and we pay you to take a meeting with us after you’ve used it once. And we found that super helpful. And for people using the platform, usually, within minutes after your first call, you will get an automated message from me asking you how it went, and I generally respond to them.
What are some of the tech tools you use to accelerate your sales?
We use a lot of automation, and we built out a lot of data warehouse stuff very early on. I feel like, as a remote company, having good automation between your CRM and the rest is essential to make sure nothing falls through the cracks. And I think I’ve been really impressed with HubSpot automation in general.
What’s the best source of leads for your business?
We got very fortunate in that. We’re one of the first apps in the Zoom marketplace, and last time I checked, we’re the number one app in there. So we get a lot of leads from that. The second highest source for us is invites, but we’re also getting our app into more marketplaces and what we’re doing right here. I think podcasts create a source of high-quality leads.
What is one action that someone can take to 10 X their sales today?
I mean, obviously, Fathom.video/pod, skip the waitlist, sign up for our free products. You’ll have so much more time. You’ll save a lot of time per day on note‑taking. That’s my shameless plug. I think I’m allowed one of those.
About Richard White
Richard White is founder and CEO of Fathom.video, a free app that records, transcribes & highlights your calls so you can focus on the conversation instead of taking notes. Fathom was a part of the Y-Combinator W21 batch, is one of only 50 Zoom App Launch Partners, and is one of a small handful of companies Zoom has invested in directly via their Zoom Apps Fund.
Prior to Fathom, Richard founded UserVoice, one of the leading platforms that technology companies, from startups to the Fortune 500, use for managing customer feedback and making strategic product decisions. UserVoice was notable for being the company that originally invented the Feedback tabs shown on the side of millions of websites around the world today.
Richard previously worked on Kiko, a company in the first batch of Y-Combinator, with Justin Kan and Emmett Shear who subsequently went on to found Twitch. Richard is passionate about designing intuitive productivity tools with delightful user experiences.
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