1. Why Sales Should be Using Video
Your prospects receive over 100 business emails every day. That’s a lot to compete with and makes it hard to stand out in their inbox and even harder to get a response. Leading modern sales teams are turning to selling with video because it can have a drastic impact on your team’s ability to stand out, start the conversation, and close deals. In this video book, we highlight five key lessons for how your sales team can start using video as part of their sales cadence.
There are endless reasons your sales team should be using video, but most importantly to stand out, get positive responses with more personalized outreach, more accurately prioritize engaged leads, and ultimately, see more closed deals.
2. How to Add Video Into Your Cadence
OK, so we know that sales should be using video as part of their cadence, but how can video be used in specific roles to accelerate the sales cycle?
Opportunities for Video in Prospecting
Using video for prospecting is a great way for your business or sales development team to cut through the noise and engage with potential customers. The three biggest opportunities for using video in your team’s prospecting efforts include cold emails, call follow-ups, and using video for an account-based sales approach.
In a cold email, your reps can record the video using a tool like Vidyard and then insert the video directly into their email before hitting send. To boost effectiveness even further, encourage reps to add something unique to the prospect in a visual way in the video—like writing their name on a whiteboard.
Using video as a call follow-up is a great way to keep prospects engaged—even if it’s just to say thank you. Reps can take this approach a step further by adding additional content that’s relevant to the call. Content pieces like customer testimonials, demos, eBooks, etc. are all great options to add as part of the overall follow up message.
Account-Based Sales Approach
Your reps can create an account-based video that’s relevant to their target account and can be shared across multiple contacts and personas. This means that they’ll have to appeal to the organization at large. Maybe they talk about opportunities for the target account based on the problem that your offering can solve.
Opportunities for Video in Building Relationships
If you work in an industry where your reps are already familiar with their leads, chances are that they’re not doing much cold prospecting. Instead, they’re focused on building relationships over time and keeping up a regular cadence of touches. So the question is, can video still work for you? The answer is yes! A simple screen capture of your rep walking through a new or existing piece of marketing content is a great way to personalize the experience for your prospect.
- Sharing marketing content with a personalized touch
- Keeping up consistent touch points
- Reaching out to simply say “Hello”
Opportunities for Video in Selling
One of your top goals is to maximize your team’s close rates, right? By this point, you probably understand that video can help you do that, but what’s the best way use video?
3. Best Practices for Creating Videos for Sales
Production Best Practices
Now that you understand why and how you should be using video, it’s time to learn some basic production tactics that will help your sales team create more professional looking videos with minimal or no budget and little time investment.
Three Big Lessons in Video Production
Lighting. Proper lighting creates a bright, professional appearance.
Audio. If your sales team doesn’t have access to a microphone, headphones with a built-in mic work well.
Content and Delivery. The key thing here is to plan the message but don’t script it fully as it will end up sounding too canned.
Video Type Examples
We’ve talked about how to add video to your cadence, but what about different types of video? The videos below highlight some examples of video types that your sales team can start thinking about.
The WebCam Video
One of the simplest types of video to implement with your sales team is the webcam or selfie video. This is where your reps are on camera themselves and share a personal message with their prospect.
The Screenshare Video
A screenshare video is a great option if reps have something they want to share with their prospect on their screen. This could be something simple and personal to the prospect like their social media profile, owned content like their website, or used to capture and share a micro-demo.
Sometimes the best and most efficient option as a sales rep is to let your marketing content do the talking. There’s no need to reinvent the wheel. Chaptered videos are a great way to send content that would be relevant as a follow-up to a call or to keep a regular cadence with prospects.
4. Tracking the Effectiveness of Video & Your Team
Metrics, ROI & How to Find Them
If you’re going to make a dramatic shift in the way your sales org does business, you’re going to want to see and measure its impact. But what should you be measuring?
- Email Opens
- Email Clicks and Click-to-Open Ratio
- Reply Rate
- Video Views
- Attention Span
- Influenced Business
- Time to Close
Evaluating Team Engagement and Effectiveness
Video can be a useful tool in measuring rep productivity and effectiveness. Tracking things like the number of videos created and response and engagement rates for each rep will help determine if they’re actually being effective with the messaging they’re delivering via video.
Once you start tracking metrics for individual reps, you can identify who is engaged by the number of videos they’re creating and even by the production quality and creativity of their videos. This can also be a great way to identify top performers on your team and use their videos and emails as examples to share with others.
5. Video Tools and How to Rate Them
Now we’ve covered the types of video and methods to help your reps add video to their sales cadence, you need to consider the tools you can implement to help get them there. A tool like Vidyard can help your reps easily record and send videos without interrupting their regular process.
4 criteria for evaluating a video tool for your sales team
- Ease of use
- Integration with their regular process
- Access to your whole company’s video library
- Viewer analytics synced with your customer relationship management (CRM) system
So there you have it. Your five lessons on how to enable your sales teams to sell with video. If you’d like to dive deeper, why not schedule a call with one of our video experts?