Once the sales organization is sold on the idea of using video, create a detailed rollout plan, launch it, measure it, and incorporate feedback.
Identify the teams that will drive adoption
List the primary roles who will use video, such as sales reps and their managers, as well as secondary roles who will need to be involved.
These will likely include:
Identify willing participants in each group who can act as champions and help lead others.
Identify one or two initial use-cases for sales videos
Video is versatile, but don’t overwhelm your team. Select one or two use-cases, such as prospecting or proposal review (more on this in Chapter 1), and the formats that suit them, such as webcam and screen share recordings (more on this in Chapter 2). Start with these, and scale up once they’re successful.
Set organizational expectations
Set a goal for the number of videos you expect reps to send each week. Start slow and account for some ramp-up time to allow reps to grow comfortable using video. If your organization uses a points system for tracking rep activity, assign points to creating videos and give them more weight during the rollout.
Leave time for learning and experimentation
Adopting a new practice may create a temporary dip in reps’ productivity, and your plan should account for that. If reps are expected to make 50 calls per day, they can’t keep that up and do a good job of learning video.
Create channels for feedback
Give reps and managers a place where they can give feedback on the video program and the rollout. This can be as simple as a shared Google Doc and as complex as a formalized survey.
Identify major milestones in the rollout
Set expectations for how much video you want your team to be creating and the impact you want it to have in the first 30 days, six months, one year, and beyond. Use these milestones as check-ins to decide whether to scale up the video program. For example, as the team successfully adopts video, increase the number of video use-cases, the number of teams using video, and the number of videos per rep.
Sample messaging: Involve leadership and the marketing team in crafting video scripts and templates that speak to buyers’ needs.
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Record example videos: Have top reps record the gold standard for what each video format should look and sound like. For inspiration, check out some great examples from the Vidyard community.
Record demos of how to use the video tool: Leave no room for ambiguity—walk reps through using your chosen recording tool and platform step-by-step.
Create a weekly tracking log to activity goals for each rep: Follow the video rollout plan and make sure each manager is helping reps hit their goals. Be sure to collect and assess qualitative feedback on how things are going and what can be improved.
In a video-first sales culture, teams have fully adopted the use of video and rely on it at all stages of the buying cycle. To lay the foundation for video excellence in your sales organization:
When reps see themselves on camera for the first time, it can be strange, but it’s no different than cold calling. They get used to it and it becomes second nature. Remind reps that the goal isn’t to record perfect videos, but to get results. Tell them to give each video two or three takes, after which they should send it and move on. Too much preparation can even be harmful. If you sound scripted, you may come across as disingenuous. Far better to be imperfect, but a real, relatable person.
There you have it! Everything you need to prepare your organization for video sales and to roll it out successfully. Once your team is up and recording, you’ll notice a subtle shift in how prospects respond—sales becomes personal again.
Prospects will become familiar and feel connected to your sales reps because they’re seeing their faces and hearing their voices right from the beginning. They’ll feel appreciative of what feels like high-touch service, and they’ll speed through the sales cycle when reps show, not tell, how their product can help. Video quickly becomes an unbeatable advantage for sales teams.
So, want more conversions, responses, and closed-won deals? Evolve beyond video conferencing and explore the world of asynchronous video. Your team’s prospects and your quota will thank you for it.
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