Using ‘Video Selling’ to Stand Apart from your Competition
By Jeremy Mendoza, Founder & CEO of AnnexQ
According to a recent survey from LinkedIn, 96% of decision-makers say they are more likely to purchase the products or services of a brand if the sales professional has a clear understanding of their business needs. The survey results clearly show that in B2B sales these days, showcasing that you understand your prospects’ business challenges is extremely important.
As a sales professional, you have a profound understanding of what makes your product unique and exceptional. You spend a lot of time learning how to best position your product, and use your personality and passion to show how it could make your prospects’ lives easier. Making your sales process a more personal, measurable, and shareable experience through video can help achieve this. Often times it’s not your product that they buy, but it’s you that they buy.
Next to in-person meetings, video is the most powerful tool to help sales professionals sell their products personally and effectively. Video increases the amount of information retained in comparison to other channels of communication. Years ago, a salesperson would be present throughout each step of the prospect’s buying decision process. Nowadays, with advancements in technology and easy access to information, prospects have already gone through 57% of the buying process before even initiating contact with a sales professional.
We all feel compelled to click on the play button when we see a video. And a video message done right from the start of the sales process can have a huge impact on winning a deal. This is because a video can humanize your brand and tap into their emotions.
Benefits of Videos in Sales
HubSpot has included video prospecting in the top 10 skills every sales development rep needs to master. Here are some of the benefits of incorporating videos into your sales process:
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- Videos can break through the inboxes and can provide up to 3 times more response.
- It helps in building a relationship with the prospects at a distance. With video, you can build trust and authority in people’s minds, increasing your chances of getting a response.
- You can convey complex messages much more easily.
Where to Use Video throughout the Sales Cycle?
Videos can be used anywhere in the sales cycle. They can be used at the top of the sales funnel where you are aiming to get their attention. It can also be used in the middle and bottom of your sales funnel where you want to dislodge stalled deals.
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- To Grab Attention
Subject lines containing videos have 8 times more chances of getting opened, and emails containing a video are more likely to get clicks. If there is a motion or GIF thumbnail, the chances of getting a click further increase.Video prospecting is also beneficial in Twitter DMs, LinkedIn InMails, and emails. It is not only effective in driving new leads, but also in cracking into target accounts.
- To explain or clarify complex subject matter
When you have your prospects’ attention, you can explain your point clearly using a video compared to sharing a lengthy PDF or email filled with screenshots. You can share explainer and demo videos. - To move the deal towards the close
Use video reminders to maintain deal momentum. When you use video throughout the sales process, prospects can put a name with a face. They may feel as if they already know you before you even meet in person.Micro-demos are great for prospects who are hesitant about committing to a full demo. You can end the demo video by providing a link to your calendar in case they are interested in seeing more.
Once a verbal commitment by your prospect has been made, you can use videos for contract walkthroughs and handoffs to the customer service team.
- To Grab Attention
Different Types of Sales Videos
Sales videos fall into four major categories:
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- Webcam Video
Videos recorded with webcam are the pillars of sales videos. They offer a one-on-one level connection. Use these videos to build relationships and introduce your team and office to the prospect – the technical sales reps, customer support team, and other customers. - Screen Share Video
These types of videos are used to explain complex topics. They are great for micro demos or answering a prospect’s question about your solution. Record your selfie video or webcam video along with the screen share to get the best results. - Personalized Video
Marketing teams create personalized videos, but salespeople can insert personalized elements like job titles and names based on the recipient. These videos are beneficial when you want a mass campaign but want to add a personal touch. - Video Playlist
With a playlist, sales reps can make a personal introduction to a pre-recorded video. This way your prospects can get all the benefits of a thorough explanation with personalized content. Also, you won’t have to recreate the entire content for every prospect.
- Webcam Video
Best Practices in Video Selling
You don’t need to be a pro videographer to make sales videos but these small adjustments, recommended by professionals, can make a big difference in how your videos turn out:
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- Lighting:
While shooting the video, position yourself facing a window with daylight. - Sound:
Use a microphone and record the video in a quiet place. - Location:
Use a backdrop that agrees with your clients. If your target customers are large enterprises, use cityscapes or large offices. Whereas if the audience is a startup, open office floors or brick walls can be a better choice.
- Thumbnail:
Use motion thumbnail for higher response rates.
- Message:
What is the benefit? Why should they choose your product/service? Start your video by explaining why they should care, then explain how it works. Don’t go too deep and technical. The point of making a video is to keep it interesting enough to keep them engaged and responsive.
- Lighting:
The use of video has been around for a very long time; however, it is still a new enough trend that your prospects will be intrigued, and any of your competitors that are not catching on will likely be left in the dust.