Chapter Six

Getting your sales team up and running with video

Once the sales organization is sold on the idea of using video, create a detailed rollout plan, launch it, measure it, and incorporate feedback.

Create your video rollout plan

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:

  • IT support: an integration contact who will integrate the video tool with the CRM and marketing platform
  • Marketing support: the team will design branded sharing pages, video CTAs, and starter video content for reps to share

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.

Consider creating a video certification program to make sure sales reps all know how to nail the production basics—lighting, sound, and location—and can send a video that passes muster. Don’t have time to build out a certification program? Use our video certification practicum.

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.

Tips from the Pros
How do you get sales up and running with video?
Sales has always been about combining art and science. If you are adding video to your modern selling toolkit, you need to keep that in mind. From a science perspective, your formula must include: what types of videos to create, when to consider using them during the sales process, and best practices for things like video formats, length, and thumbnail images. But on the art side, you’ll want to let your creative side fly free and to ensure your personality shines through. Science + Art + Modern Selling = More Revenue!
Trish Bertuzzi
Founder & CEO, Bridge Group

Resources for sales reps to get started using video

Sample messaging: Involve leadership and the marketing team in crafting video scripts and templates that speak to buyers’ needs.

Drafting a resource kit for your sales reps? Get started with these free sales video scripts and email templates!

Download Now

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.

Want to build a video-first sales culture?

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:

  • Foster feedback and discussion
  • Document video best practices
  • Coordinate collaboration and training sessions
  • Request feedback and gauge satisfaction
  • Create a library of best practice videos for inspiration
  • Learn and succeed as a team

Practice until video becomes second nature

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.

Looking to give your sales team a head start? Send your team through Vidyard’s free video sales course, Video Academy.

Time to get started

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.

Happy selling!