Beute Ethan - Rehumanize your business: how personal videos accelerate sales and improve customer experience

1. Chapter 1
2. Chapter 3
3. Chapter 4
4. Chapter 5
5. Chapter 6
6. Chapter 7
7. Chapter 8
8. Chapter 9
9. Chapter 10
10. Chapter 11

I love this book for three reasons. First, I see it as a practical guide to selling with video. If you want to be emotionally effective, embrace video in your process. Second, it's fun to read. It made me realize that customers are tired of dealing with faceless salespeople; they love authenticity and the trust it builds. Third, this book made me realize that sales automation pushes salespeople to act like human doings while video empowers them to think, act, and sell like human beings. An eye-opening read!

Gerhard Gschwandtner, founder and CEO of Selling Power, Inc.

When we need to turn leads into appointments, appointments into sales, or sales into referrals, we use personal videos. Nothing else gets a faster or better response. This book gives you the blueprint for adding videos to your business, the right way.

Chris Smith, cofounder of Curaytor and best-selling author of The Conversion Code

Rehumanize Your Business is a smart and thorough guide to using personal videos to enrich your digital communication. It doesn't just tell you why, but how.

Professor Andrew Brodsky, PhD, McCombs School of Business at The University of Texas at Austin

Who knew video would be one of the most inspiring and innovative ways to build trust, rapport, and relationships? Throughout my career, nothing has been more important to my own success and the success of my peers and mentors than relationships, and when you can't be there in person, video on your webcam or smartphone establishes that much-needed personal touch. Ethan Beute and Steve Pacinelli capture this very well in Rehumanize Your Business. It's on my bookshelf and should also be on everyone's reading list.

Asher Mathew, vice president of Business Development for LeanData, Inc

Ethan is one of the most genuine, thoughtful, and brilliant humans I've ever met. When I found out he was writing this book with his colleague Steve, I thought to myself: there's nobody better suited to talk about restoring humanity in business. Every interaction I've had with him, I've walked away feeling known, appreciated, and a whole lot smarter. It's rare to find someone so intelligent and strategic who also cares so deeply about fostering rich and meaningful relationships but that's exactly what you get. I'm convinced that this book will not only make you more effective in business, but it will open your eyes to a more authentic approach to living life.

James Carbary, founder of Sweet Fish Media and cohost of The B2B Growth Podcast

ETHAN BEUTE + STEPHEN PACINELLI

Copyright 2019 by John Wiley & Sons, Inc. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.
Published simultaneously in Canada.

No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600, or on the Web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, or online at http://www.wiley.com/go/permissions.

Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Neither the publisher nor author shall be liable for any loss of profit or any other commercial damages, including but not limited to special, incidental, consequential, or other damages.

For general information on our other products and services or for technical support, please contact our Customer Care Department within the United States at (800) 762-2974, outside the United States at (317) 572-3993 or fax (317) 572-4002.

Wiley publishes in a variety of print and electronic formats and by print-on-demand. Some material included with standard print versions of this book may not be included in e-books or in print-on-demand. If this book refers to media such as a CD or DVD that is not included in the version you purchased, you may download this material at http://booksupport.wiley.com. For more information about Wiley products, visit www.wiley.com.

Library of Congress Cataloging-in-Publication Data:

Names: Beute, Ethan, 1973- author. | Pacinelli, Stephen, 1977- author.
Title: Rehumanize your business : how personal videos accelerate sales and improve customer experience / Ethan Beute, Stephen Pacinelli.
Description: Hoboken, New Jersey : John Wiley & Sons, Inc., [2019] | Includes index. |
Identifiers: LCCN 2018060340 (print) | LCCN 2019001723 (ebook) | ISBN 9781119576280 (ePub) | ISBN 9781119576273 (ePDF) | ISBN 9781119576266 (hardcover)
Subjects: LCSH: Internet marketing. | Internet videos. | Customer relations.
Classification: LCC HF5415.1265 (ebook) | LCC HF5415.1265 .B487 2019 (print) | DDC 658.8/72dc23
LC record available at https://lccn.loc.gov/2018060340

Cover Design: Ava Gretzinger and Leah Von Fange

To our families, to our team members, and to everyone who values relationships over transactions.

One of the themes throughout this book is that our personal and professional successes result not just from our own efforts but through others' efforts, too. Our true wins come with, through, and for other people. We'd like to acknowledge Conor McCluskey, Darin Dawson, and the entire BombBomb teamevery person in every seat in every department. This book would not be possible without you. We thank all of the personal video pioneers who allowed us to share their stories in this book and all of you whose stories we'll have to tell in blog posts, on webinars, and from stages. Thanks to every one of our customers and our critics; you inspire us to work harder and be better every day. And thanks to Richard Narramore at Wiley to whom the concept felt a little early but still had the vision to bring this to market.

FROM STEVE: Thank you, Gretchen. You made me the person I am today through the kindest heart I've ever known. Thank you, Grant and Owen, for showing me what it's like to overcome any obstacle. Sophia, thank you, for completing our little, big family and for bringing so much joy and laughter. Dad, Mom, Jennifer, Aimee, and the rest of my family and friends, thank you for providing all the love, warmth, and support a person could need. And finally, Ethan, you are a true role model in business and in life. I strive to be more like you. Thank you.