What Sales Teams Get Wrong About Using Video in Sales and How to Do Better

In 2020, video was the most common form of communication. From Zoom calls to Netflix streams, it overtook all other forms.

Video usage for sales teams has increased by 93%. More and more businesses are using video during the hiring process to keep up with the competition.

Using video in sales is an effective tool for connecting with prospects on a personal level and driving more deals. For example, Flight Centre Travel Group closed $42 million in new business after six months of using video across the sales cycle.

One of the most important things about video is that it needs to be used throughout your entire team. Morgan Ingram from John Barrows runs a three-day prospecting training, which includes the basics of using video.

Without internal support, some video programs are doomed from the start. The first few videos take an hour to make.

Using video in sales is a great way to communicate, but only if the team has the support and materials they need.

Using Video in Sales Step 1: Start with an enablement plan

Video is new to many people, and they may not be successful the first time. If you don’t give them instructions on how to use video or examples of what type of videos work best with your company, then their efforts will go wasted.

Start by figuring out where you want to use video and then choose three or four (you can always add more later), for example:

  • First touch
  • Discovery call follow-up
  • Demo follow-up
  • Proposal walkthrough
  • Handoff to a CSM

It’s important to be as specific as possible, so they know what videos are expected at different phases. For example, here is a screen recording video for the first touch phase:

Once you know the different video use cases, start to build a library of examples and implementation ideas. Record videos (at least three per topic) that show how they should be done.

Don’t just give your team scripts to follow; they’ll have an easier time if you also share the ideas of what could be shown on their screen, how to position themselves, and so forth. Emails are important, too – it’s not just about video content.

Before I start a project with a new client, we always have one walkthrough session. This way, they can see what the whole process looks like from start to finish and ask questions. Then at their own pace, they get to play around in my video tool.

Using Video in Sales Step 2: Get everyone comfortable with video

Repetition is key to video success. Ensure your reps have a goal during the initial enablement session. What kinds of videos should they be creating? How many per week do you want them recording? Make goals that are challenging enough, but also achievable so it’s not too hard for them.

To get more comfortable with recording themselves, teams should start by doing screen share videos. In a screen share video, your face appears in the corner of the video, and that’s what you focus on while sharing something else. This could be your prospect’s website or even just an image.

If you want to encourage your team to branch out into selfie videos, here’s an example of one:

Encourage your team to use video internally. This is a great way for them to get used to recording and sending videos, which can help the process feel more natural when they do it in public.

When you first start sending out videos to customers, have your team send it only to the ones that they already know and are familiar with. The more comfortable these people feel, the better their response will be. This early positive feedback can do wonders for a person’s confidence.

Using Video in Sales Step 3: Track your team’s video adoption

Once you have your team up and running with video, it’s important to measure how well they are doing. You can do this by tracking the number of videos they send as well as their response rates.

On the business side, you need to be tracking your analytics, so you know what kinds of videos are driving deals forward. Think back to your three or five use cases and see if there is a difference in response rates with video included at first touch. Videos can help make it more likely for people who were on the fence about buying something from you.

You need to analyze and evaluate the effects of video at each phase. From there, you can refine your approach by giving feedback.

Using Video in Sales Step 4: Give feedback and coaching.

Let your reps take responsibility for their success. Make sure they’re sending the appropriate number of videos and that they meet any goals you set out.

When you have your reps review each other’s videos and give pointers, it shows that they are invested in the company. You can also create a Slack channel for video wins to encourage them to share their best work and learn from one another’s successes.

using video in sales

When you give feedback, here are a few things to keep in mind:

  • The thumbnail is the first thing a viewer sees, so it needs to be engaging and enticing.
  • The length of a video depends on what it is about. Videos that are short and to the point tend to be more effective than videos that go too long without saying anything or providing any information.
  • Is your representative friendly and warm?
  • In a video, it’s important to show that the person sending it is genuine.

Video is an ever-changing thing. You need to constantly update your video strategy, just like you do with any other aspect of the sales process.

It can be time-consuming to work on refining and improving videos, but it’s worth the effort. Experiment with different approaches.

Video is an important part of the sales process, but it only really works if you’re using it well. That means having all the materials and training to set people up for success with your video strategy.


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Editors Note:

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Justin McGill
About Author: Justin McGill
Justin McGill is the Founder of LeadFuze - a lead generation platform that discovers new leads for you automatically. Get 25 leads free.