With the average business email account receiving over 100 emails per day, anything that gets more responses is a welcome change. And adding video to your prospecting emails can increase response rates by up to 8x! Not only that, but 75% of late-stage prospects that received a personalized video became closed deals. Sounds awesome, right? But this post isn’t about convincing you that video is the best tool for your sales team to close more deals. That’s what this post is for!
So with that in mind, how do you get the video ball rolling for your sales team? And most importantly, how do you keep them doing it long enough to see real results? I sat down with our sales team leaders to get their take on how to motivate salespeople to start using video, and how to measure and reward them for video selling success!
Land and Expand
Ellen, the manager of our BDR team suggested starting small when it comes to video and working your way up. Pick a pilot group, and help them find success to show your broader team how easy it is. Whether they’re sending webcam selfie videos as a first-touch, or going more in-depth on the prospect’s website to show off how your solution could benefit them directly, showing a few key sales people the ropes is probably easier than trying to get 100 of them going at once.
Ellen also added that a big part of this is practicing what you preach. Even if you’re starting with a super small group, it’s time for you – or your team manager – to join the ranks and start doing some cold outreach yourselves. This provides two big motivators:
- Your team sees that you are learning this new tactic alongside them, so they’re even more motivated to get better at it.
- You get to experience any pain points your team is having in real-time and start coming up with solutions and new strategies right away. That’s win-win for you and your team!
If you’re not in a position to get down into the trenches with your team, there is still a way you can motivate them with your own video experience.
At Vidyard our executives send out company updates via video using the same technology our sales team uses to reach out to prospects. It cuts through the noise in everyone’s inbox, and our executive team can see metrics on whether or not their videos were really engaging. They aren’t high-budget productions either – here’s a screenshot of one our CEO, Michael Litt filmed in one of our meeting rooms:
Is there a meeting or weekly update that you can replace with video?
Tracking Progress & Rewarding Success
The cornerstone of any successful sales program is keeping the team motivated. While I won’t go into suggestions for spiffs — the team at LevelEleven does a fantastic job of that — it is sometimes hard to come up with a way of challenging employees to use a new technology or strategy. Katie, the manager of our business development team, told me she rewards employees based on a few criteria to get them excited and energized about using video.
First is looking at engagement on videos from the people her BDRs are targeting. Early on, she focused on rewarding members of her team based on the total number of seconds watched across all videos. This is a great starting metric as it focuses on getting as many videos out the door as possible, but it falls short as your team gets more comfortable with video, and starts sending out shorter content.
Now our BDRs are rewarded based on the average percentage viewed across all of their videos – so if a BDR sends out two videos, and one is watched until the 50% mark and one is watched until the 100% mark, their average score would be 75%. Building challenges like this gives your team an incentive to put quality over quantity, as it puts the onus on the sales person to make watchable content. This, in turn bubbles up in quantity as sales people get more comfortable with producing their own videos.
Dan Wardle, who manages our SMB team added that his team uses more of a show-and-tell process for their most successful videos. Everyone submits their best video and they discuss as a team what made the video successful. Spiffs are awarded by vote from the team, and the videos are stored in a separate hub for team members to refer back to. The big added bonus to this technique is that you slowly build a library of successful video content that can serve as an internal resource for new hires.
Giving Your Team the Right Tools
Getting started with video doesn’t have to be difficult for salespeople. Whether it’s their first day on the job, or they have been a quota-carrying sales leader for decades, video has never been easier to create, share and track. Our team uses Vidyard GoVideo (formerly ViewedIt) to record selfie-style cold call emails, create micro demos, and measure the response of their video content. The recent Enterprise expansion to Vidyard GoVideo plugs this data into our Salesforce instance, allowing our team leads like Ellen, Katie, and Dan to measure the results of their team. The spiffs I mentioned above depend on it!
When it comes to educating your sales team on how to find success with video, we’ve got that covered for you! Check out the Video Selling Success Kit for resources on personalizing your content, and a cheat-sheet with 7 practical ways to use video to close more deals!