The more effort you invest into your sales videos, the greater dividends they’ll pay. The tips in this chapter range from the simple (don’t record in a dark closet) to the advanced (how to tailor your videos to a particular buyer persona).
It doesn’t take much to get started, so jump in, give it a try, and keep this guide around for when you’re ready for more pointers!
At the most basic, make sure you’re seen, heard, and taken seriously:
The agency PUNCH! takes backgrounds to the next level by preparing spaces for its sales team to record. Each conference room sports different wallpaper designed to appeal to each buyer persona, such as wood and brass paneling for startups and more staid cubicles for large enterprises. While the approach PUNCH! takes is certainly eye-catching, it’s not a prerequisite for getting started. A good background can be as simple as finding an uncluttered space with a bit of visual interest such as a textured wall or busy office.
As more sales reps are using video to sell, they’re raising the bar for what counts as creative. That starts with the thumbnail. Does the thumbnail make prospects curious? Does it hint at some value concealed within the video? Is it so strange prospects can’t help but know more?
An easy way to capture attention is with motion. With Vidyard, salespeople can use a GIF as their video thumbnail. It’s eye-catching and tells a story. For example, in one video, Bizible’s team hesitantly steps in front of the camera and waves, making viewers want to wave back and, perhaps, click.
Once your video is rolling, you have to sustain the viewer’s interest. Just because they clicked doesn’t mean they’ll stay, and you must get to the point fast, telling them what they’re going to get from the video, or asking relevant and probing questions.
Some reps get fancy, showing off personal talents like playing music, acting up a storm, or writing signs in calligraphy, but talent isn’t a prerequisite: Patrick Sproull from Conga shows us that it’s the idea that matters, not the handwriting (no offense, Patrick). His recreation of a scene from the movie Love Actually landed him a call with the Vidyard team.
Above all, keep experimenting. Hold contests on your team to see who can come up with the most creative way to deliver an effective message while still entertaining.
It’s age-old advice, but it’s true as ever: Always show you’ve done your homework. Don’t reach out to prospects with questions that you easily could have answered by looking at their website. If you talk about your product, do so in the context of their challenges and what it means to them personally—like making them so successful they get promoted.
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Here’s a simple template for your early-stage sales videos to keep them focused on the buyer’s needs:
Why them? In the first five seconds, appeal to the prospect’s ego. Let them know that this isn’t a batch-and-blast message and why it’s in their interest to keep watching.
I reached out because you recently shared a fantastic article…
Why you? Explain how you’re going to add value to their business. Don’t pitch features here, pitch benefits. The goal is to convince them to schedule a call, so leave them with at least a few lingering questions.
We can help you hire better recruits in half the time…
Why now? Explain the compelling event.
Roles are getting harder and harder to fill and the inevitable Q4 hiring freeze is coming up…
Call to action: In as specific terms as possible, suggest a date and time to talk or meet.
Can you chat this Thursday (January 10) at 4 p.m. EST? Let’s book it—my calendar will pop up at the end of this video.
Sales managers, team up with marketing to create video templates that accurately reflect each of your buyer personas’ interests. Have a few of your top reps demonstrate how the template should go, and save them in your sales training video library.
The next chapter explains how to fine-tune your team’s video sales to crush their quota.
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