Why Your Buyer Ghosted You (And How Video Can Stop That)
Why Your Buyer Ghosted You (And How Video Can Stop That)
Hoo boy: Your prospect already decided they don't like you.
Not because you're a bad person. Not because your product sucks. But because Karen from Procurement watched your competitor's CEO explain their entire value prop in 87 seconds while eating her sad desk salad, and now she "feels like she already knows them."
Meanwhile, you're over here clutching your 47-slide deck like it's the Holy Grail, wondering why nobody's answering your emails.
The Cold, Hard Truth About Human Connection in B2B
This week on the podcast, I sat down with Robert Weiss from Motivation Digital, and this guy has produced over 1,600 videos for everyone from solo entrepreneurs to Fortune 500 companies.
The man has seen some shaet.
And here's what he told me that made me want to flip a table: Your buyers are doing their research without you. They're Googling you at 11 PM in their pajamas. They're stalking your LinkedIn. They're reading your terrible case studies that read like they were written by a compliance bot.
And you know what builds trust faster than any of that? Watching your face move while you explain things.
I know. Revolutionary.
"But Karl, I'm Not Ready for Video!"
Yeah, and I wasn't ready to launch a podcast, but here we are.
Robert absolutely torched this mindset. You know what he said? "You do not need to be perfect. You're not an actor."
Drops mic
Look at us right now. We're having a conversation. I'm probably saying "um" and pausing and not hitting every point with Oscar-worthy delivery. And you're still reading because I know my stuff, and you can feel that.
That's exactly what video does for your business relationships. It shows the humanity, the confidence, the expertise—the stuff that makes someone think, "Yeah, I'd grab a beer with this person" (or a green juice if you're one of those health tech people).
The $480K Video That Changed Everything
Here's a story that'll make you want to start recording immediately:
Robert worked with a startup that was pitching VCs. Standard nightmare scenario—you're company #7 out of 15 that day, everyone's PowerPointing each other into a coma, and half the room is checking their phones.
This company made a 1 minute 27 second video.
Within four months, they had $480K in the bank.
Why? Because instead of death-by-deck, they showed the video and jumped straight to page 14—the actual meat everyone cared about. Nobody interrupts a video. Nobody pulls out their phone. Everyone stays focused.
Think about that for your next board meeting, product launch, or when you're trying to get a decision from a committee where half the people couldn't make the meeting.
The Framework That Actually Works
Robert broke down a brilliant approach for a tech company with an innovative (read: confusing) new product:
High-level overview video explaining the product, benefits, use cases
3-4 FAQ videos answering the most common questions right there on the landing page
Boom. Suddenly prospects are pre-qualifying themselves because they understand what you do AND you've anticipated their objections.
This is proactive relationship management at its finest—meeting people where they are, accommodating their different learning styles and schedules, building that know-like-trust factor before you ever jump on a call.
The Mistakes That Are Killing Your Video Strategy
Robert called out the big ones:
Mistake #1: Waiting until you're "ready" You're never going to be ready. Start anyway. Video is a marathon, not a sprint.
Mistake #2: Writing scripts and trying to be perfect. Stop it. You don't have a script when you meet clients face-to-face, do you? (If you do, that's... concerning.) Use bullet points and talk like a human.
Mistake #3: Making one video and slapping it everywhere. Different channels need different content. LinkedIn isn't YouTube isn't your sales deck. Plan for repurposing, but be strategic.
Why This Matters for Your Scaling Startup
In an increasingly transactional world, authentic client connections are your competitive advantage. Your buyers want to feel like they know the humans behind the business—not just the thing they're buying.
And video is how you rebuild that human fabric in business relationships at scale.
Because let's be real: Your competitors are probably still hiding behind jargon-filled PDFs and generic stock photos. While they're doing that, you could be the face your prospects see at 11 PM when they're doing their research, building trust while you sleep.
That's relationship-driven revenue growth, baby.
Go Watch the Damn Episode
Seriously, Robert drops so much more gold in the full conversation about streamlining communication, building trust faster, and why being perfectly polished actually hurts your credibility.
And then maybe, just maybe, turn on your webcam and record something. It doesn't have to be perfect.
It just has to be you.
P.S. If you're still clutching that 47-slide deck and wondering why deals are taking longer to close, I can't help you. But if you're ready to try something that might make your prospects feel like they already know you before the first call? Robert's your guy. Just don't blame me when your sales team starts asking why video wasn't part of the strategy two years ago.
Karl Pontau hosts The Human Connection Podcast, where we talk about the stuff that actually matters in business: the humans running it. Because whether you're B2B or B2C, it's really H2H, human to human. Subscribe so you don't miss the next episode where we probably say something that'll make your HR department uncomfortable.
