If you’re like many sales reps, you can’t be in front of your base as often as you would like to be. So how do you cut through the noise and keep prospects and customers engaged at each stage of the sales cycle?

This episode of Chalk Talks is presented by Jesse Cournoyer, the Manager of Sales for North America and EMEA at Vidyard. Covered in the session, we learn how video can shorten your sales cycle, improve customer relationships, and help you close more deals. You can check it out below:

Chances are you are facing some of these challenges throughout your sales cycle:

RelationshipsTrustShowing ValueBuying Groups
It’s challenging to build strong relationships when we’re not in front of our customers as often as we’d like to be.If we’re not speaking to our champions in a personalized and humanized way, how are we to build trust with them?Demonstrating value is more powerful than showing so why aren’t we leveraging all the tools at our disposal to demonstrate the goods?Multiple stakeholders are often involved in buying decisions. It’s important we’re reaching the right people, with the right message to avoid a broken game of telephone.

Types of video to use to help overcome these challenges

Personalized video. Create quick, easy, personalized messaging that you can send out using your laptop video camera as easily and seamlessly as you would an email.

Custom screen captures. Make sure that you’re sharing the relevant information that a customer wants to see while still remaining a part of that shot.

Off-the-shelf marketing videos. Chances are your marketing team is creating all kinds of great content that you can leverage throughout the sales cycle.

Custom sourced videos. Questions and concerns often come up throughout the sales process. Being able to source internal subject matter experts to create quick videos to address challenges quickly and in a way that a customer can really understand can make all the difference.

When to use video throughout the sales cycle

Early in the sales cycle, everyone’s looking for that silver bullet. How do you get the message that you want to convey across? Customers are inundated with stuff coming at them a mile a minute. Personal video outreach is your silver bullet. It’s that compelling call-to-action that everyone’s talking about and it’s got a personalized message behind it that a customer can’t wait to hear.

If you’re like many organizations, chances are there are going to be pass offs throughout the deal cycle. Personal intro videos are a great way to create a warm introduction to that next person in the process, for instance, from a BDR to an account executive.

As you move through the sales cycle, you can continue to use video at every step of the process. Think about sending a video before a call to outline the agenda. Then after the call, create a summary video addressing any follow-up questions or deliverables.

Presentations and demos are crucially important and making sure you’re conveying the right message to the right people in the organization is pivotal to moving the deal forward. Why not create a video with the right message that can be shared throughout the org to avoid that game of telephone?

Sadly, we’ve all been to the point where we think we’re about to close the deal, and all of a sudden, the customer goes dark. Well, video can be a great way to revive the sales cycle. If email and phone aren’t cutting it, why not try something totally different and send a video message to different people that you’ve communicated with throughout the organization?

At the end of the deal, executive sponsorship is often key to actually bringing it over the line. Having your CEO or an executive within the organization create a personalized video, sending it out to one of their executives, creates a more personalized connection and can ultimately help win the business.

3 Tips for using video in your sales cycle

  1. It has to be easy. There are so many sales tools out there that you can purchase, but if it’s not easy for people to use, it’ll ultimately fall by the wayside. The good news is tools like the Vidyard Chrome extension are so simple to use that many people actually prefer it to writing an e-mail.
  2. Be authentic. If you were in front of a customer, you’d be yourself. Strive for the same on video. Don’t be scripted. You’re a sales professional for a reason. You’ve got a great personality and video is just giving you the medium to showcase it.
  3. Create shared video libraries. Create playlists of related content for your customers to engage with. Leverage existing marketing videos that are at your disposal–customer testimonials, product, and solution demos.

Erin McAnulty