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Chapter Four

Video selling strategies to crush your quota

Video is a powerful tool for individual reps. But when the entire sales organization coordinates its video selling efforts, it can elevate mere tactics into a revenue-crushing digital sales strategy. For example, automation rules can alert reps when prospects watch their videos, managers can coach salespeople on how to best use videos, and the entire organization can see how their videos drive pipeline.

For best results, try a video prospecting software

Most sales team will need a video platform that makes recording simple, stores the team’s videos, provides analytics, and integrates with the existing sales tech stack. Vidyard’s video prospecting software, for example, offers a Chrome extension for quick recording, includes a suite of analytics, and integrates with the most popular CRMs, marketing automation platforms, and sales tools such as SalesLoft, MixMax, and InsideSales.com.

Learn more about Vidyard for sales teams.

Empower your reps to do more selling

Video platforms can pass data directly to the CRM and marketing system, allowing teams to trigger alerts for when prospects have watched videos, or watched a certain percentage of the video. Marketing teams can score leads and accounts based on how much of the videos they’ve watched and better personalize their account-based marketing campaigns.

To start out, all sales teams should:

  • Set alerts for when leads watch videos
  • Set alerts for when accounts watch videos
  • Incorporate video data into their lead scoring rules

Measure sales success

Video platforms provide analytics that allow teams to measure the metrics that matter:

  • Email opens: How often do prospects open emails that contain videos?
  • Response rates: Are prospects responding to video messages?
  • Meeting book rates: Are video messages generating meetings?
  • Win-rate: Are videos helping the team win more deals?
  • View time or percentage: How much of each video do prospects watch?

Sales leaders can add video reports to their CRM dashboard to see how individual reps perform. For example, do a handful of reps generate the lion’s share of meetings booked? Or does a single rep earn an abnormally high response rate? You can dig in to view their videos, see what they do differently, and coach the rest of the team based on what you find.

To test video’s effectiveness, try rolling it out to one particular team, or just a few individuals, and see how it alters their performance compared to the rest of the organization.

Leaders can also view video performance for the entire team, and ask questions such as, how do videos influence deals? Where do they show up in deal cycles? Business development managers can see how video influences responses and meetings booked. Sales managers and customer success managers can view win rates, renewal rates, and even measure the dollar-value video adds to pipeline and revenue.

Sales enablement organizations also benefit. They can see which videos work best at each stage, and advise sales reps. The data is as granular as they’re interested in getting: Sales enablement teams can view which parts of videos individual prospects view, skip, or repeat, to fully understand how they consume video and how the team can use it to drive more sales.

Tips from the Pros
How do you crush your quota with sales video?
The key is to maintain the mindset of continuous testing and measurement. Look at how individual teams or reps are using video and how many meetings they’re booking. If one person is sending a lot of videos and their engagement rate is low, I want to know what’s happening. Same with someone who sends fewer videos, but gets higher response rates. Analytics can help you discover pockets of excellence on your team, and when you find something that’s working, you can immediately share that across your team.
Jamie Shanks

CEO, Sales for Life

In the next chapter, learn more about how to get your team started with using video.