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The Video Revolution – Part 3
Using Video for Sales
When we think of the work that salespeople do, we generally think of one-on-one selling. For anything that is not a commodity, a salesperson will speak face-to-face to another person and “pitch” a product or service. The ‘traveling salesman’ is the quintessential image of sales. But, obviously, that kind of selling is limiting. It is limited by how much time and how much distance a salesperson can cover. Even in dense cities like New York, Chicago, or San Francisco, a salesperson can only make so many sales calls in one day. And in cities or metropolitan areas that are more diffused, such as Los Angeles, Atlanta, Triangle Park or Miami, traveling from place to place for sales meetings can consume huge swaths of each day.
Because of that, sales teams have always looked for ways to compress the sales cycle and use technology to assist in the sales process. Call centers. Robo-calling. CRM systems. Email. Text messages. And now, video is emerging as a useful sales tool as well. When done right, videos can speak directly to prospective clients and guide them through the sales funnel. But some still wonder if video can really be effective in the sales process. And there are many questions surrounding how to construct sales videos. Should a video sales pitch focus on a product / service features or should it focus instead on the benefits / solution? Can a sales video or series of sales videos help move the sales process more quickly toward the close? And can a sales video actually close a deal? If sales videos are effective, can a company just create sales videos and not have salespeople? Here are what the experts think.
Do Sales Videos Work?
Let’s start with the key question: can sales videos work? Sales videos have been found to be effective when done correctly. They can move the sales process through the sales funnel more quickly. But sales videos generally do not close deals or replace salespeople. Well done videos can assist and accelerate the process. The key is creating good sales videos. A combination of sales videos that discuss both products and benefits, strategically placed along the client’s journey, can strike the right balance.
How to Create a Sales Video
Let’s start with who should be involved with creating sales videos. Even if a vendor is hired, the marketing team must manage the process to ensure the brand is properly represented. That said, even if the marketing team is managing the technical part of video development, the sales team should be involved in the content creation process. Who better than the sales team to provide a deep understanding of how potential customers think and what issues concern them. Salespeople can help create videos that not only entertain or evoke emotion, but also inspire action.
To help salespeople get in the right frame of mind for the task, they should ask themselves these questions before assisting with the creation of sales videos.
- What are my clients’ hot buttons? Fears? Concerns? Frustrations? Problems?
- How do I typically address those issues in my sales message?
- Can I replicate my sales message in a video? If so, how?
- Can I package the message so that clients will find the video useful? If so, how?
- How do I keep my target audience engaged?
These questions can be discussed to brainstorm ideas for a sales video.
Four Types of Sales Videos
There are different kinds of sales videos that are customer-focused and effective in moving potential customers through the purchase process.
Use Sales Videos to Educate
While top-funnel content – usually generated by marketing departments – aim to capture interest and build a base of contacts, mid-funnel sales videos should educate solid prospects and justify a purchase. To do that, such sales videos must include content that furthers a prospect’s evaluation process. The goal is for the video to help the customer determine if the product/service is the right fit.
The goal is for the sales team to create detailed product or service demonstrations that showcase how a problem is solved for the client or how a client benefits. Likewise, tutorial videos show how to use the product or service. Tutorial videos can also show a demonstration of the most worthwhile product features. These sales video can be featured on the company’s website. Such sales videos function like virtual “educators” who are “on the job” 24/7.
Use Sales Videos to Qualify
A lot of time can be spent determining qualifying prospective leads. But sales videos can actually be used in the sales process to help determine exactly when a lead is “sales ready”. For example, if a buyer’s sales path at a company includes five steps, then five sales videos can be created that align with those five stages. Each video would lead into the next and so forth. A prospect could then be qualified based on how many of the videos were watched. If a prospect watched three of the five videos, they would score higher than someone who only watched half of the first video. This would allow the salesperson to know which prospects to target first. Salespeople could have triggers within the CRM system that would let them know when a prospect had watched a certain amount of the sales videos, such as perhaps 60%. The salesperson could then engage with that prospect while the company and its services or products are still top of mind.
Use Sales Videos to Share a Success Story
There’s nothing more persuasive and customer-centric than a compelling client testimonial video. It is a back-door sales video. This kind of social “evidence” gives credence to everything a salesperson says to a prospective client. But this content does not need to be as specific as a product demo or answer questions like a tutorial. And instead of going into features, this kind of video focuses on how the client’s benefited from the company’s product or service.
The best time to utilize a success story sales video is when justifying the need for and cost of the product or service. It shows how the solution scales within the potential client’s specific situation. If the company’s services cater to various industries or audience, create storylines that speak specifically to each.
Create General Nurturing Sales Videos
Something has to catch a person’s attention and interest to get them to watch sales videos in the first place. The sales and marketing teams should work together to develop humorous, compelling or adventurous short videos to use in email drip campaigns, blog posts, newsletters and trade show displays to nurture potential clients. These can serve as door openers and stepping stones to get people to be willing to watch other sales videos later.
Quality sales videos can be very effective. While engaging top-funnel marketing videos are needed to reach the masses, there is also a need to create sales videos as a way to be practical and proactive about pushing forward the sales process. A good ratio is that about 30-40% of a company’s video content should target mid-funnel sales efforts. Ready? Set. Action.
Quote of the Week
“My favorite sales videos are always the ones that clearly demonstrate the idea and get you excited for participating.”
Andy Karuza, Brandbuddee
© 2017, Written by Keren Peters-Atkinson, CMO, Madison Commercial Real Estate Services. All rights reserved.