Life is tough for modern salespeople. Today’s sellers are facing longer, more complex sales cycles than ever before and buyers that are harder than ever to reach. Not to mention that the idea of buyers and sellers undertaking a single, harmonized journey is a distant memory: buyers frequently come armed with their own research and preconceptions, and it’s up to salespeople to keep up as they jump around to different points in the sales cycle.
But don’t despair—the good news is that using video at strategic points throughout your sales process can help accelerate your sales cycle, ensure buyers and sellers are on the same page and boost closing rates. Doug Davidoff, Founder and CEO of Imagine Business Development, shares his video strategy. Here are his top tips:
Map your sales cycle
First things first—in order to leverage video strategically, you need to understand your own sales cycle. If you don’t already have a “map” or diagram of your sales cycle, now’s the perfect time to make one. What criteria makes someone an MQL? An SQL? At what point do they actually enter your sales funnel? Where do handoffs between team members occur? Jot it all down.
Draft a diagram with arrows between the different stages. It doesn’t matter how rough it is—it’s just to give you an overview of what your process is like.
Got it? Good. That brings us to our next step:
Identify opportunities for video
Now that you’ve got an overview in front of you, it’s time to analyze. In order to determine the areas of highest impact for video you want to look for the following in your sales cycle:
- Repetitive tasks
- High-impact moments
- Areas which require deep expertise
- Stages that involve hard to get influencers/decision-makers
One great example which fits all of the above criteria is a product demo or walkthrough. Your product experts are probably tired of giving the same presentation to customers over and over again, yet this is a crucial, high-impact moment in the buying decision. Make this a better experience for them—and your customers—by recording a video demo instead of booking a meeting. Then schedule a follow-up call for any questions they might have.
Customers love this approach because it gives them time to process before they meet with you—they can replay, rewind, and share with other team members. You’ll find that your conversations are much more in-depth and your sales process moves faster. As an added bonus, it’s much easier to share a video with key decision-makers who might not have a lot of time for an in-person meeting, which also cuts down on time trying to coordinate everyone’s schedules.
“When you introduce video into the process, you’re changing the process—so everything is going to change,” says Doug. He recommends you pick just one high-impact area, whether that’s a product demo, an introduction, or another key moment, to introduce video. After your team has had some time to adjust to the new process, you can consider expanding video to other areas of your sales cycle.
And as for that first video? Doug advises not to dump a ton of money into it. Use the tools you have on hand—even if that’s just your webcam or smartphone—and do the best you can. See how it does and then iterate on your initial video from there.
We hope this blog post has been helpful and has inspired you the think strategically about where you can leverage video in your sales cycle. For more of Doug Davidoff’s tips, check out his webinar.
Are you already using video to get high-impact results in your sales cycle? Planning on it? Let us know in the comments below!