How to sell on video: A step-by-step guide

Video is an incredibly useful tool at a number of different stages throughout the sales process — in fact, some might even say it has its place at every stage. But it’s not as simple as just blasting sales videos to your leads list and hoping for the best. That’s why we’ve put together these video selling tips to help you better engage with your prospective customers and utilise video more effectively in your sales cycle.

One of the most common challenges salespeople face is getting past the various gatekeepers within a prospective client’s business. Phone calls and stock standard emails can get you nowhere fast, but a personalised sales video can give you that additional edge that you need in order to reach the right person. It’s a piece of content geared specifically towards the individual that they’re able to view at their own pace, rather than having their day interrupted by an unwanted phone call or meeting request. This can help build a connection with the client and turn them from a cold lead into a warm one. A video message is the best way to transfer communications to multiple decision-makers and influencers in the buying process. It’s an easy and impactful way that doesn’t get misinterpreted or lost in translation.

Once you’ve built the initial rapport with your client, you may want to do some customer education around your business and brand. The form this takes may vary, but you might choose to share some marketing videos such as “how to” content, video testimonials and thought leadership interviews. It provides some additional context for the client, and it’s primarily a way to funnel sales back to you. It can be an effective way to not only keep you at the top of the prospective customer’s mind, but share your expertise and knowledge around particular topic areas that are a priority to the prospect you’re speaking with. This shows you are in tune with your prospects core challenges, and are willing to provide additional value where it’s needed without purely pushing a sale. 

Once you’ve got a bite, it’s time to show your prospect exactly what your product can do. This is where video selling can be particularly helpful; product demonstrations have become an increasingly popular way to utilise videos in the sale process. It’s got a number of benefits — for one, you don’t need to take up your time by doing it in person or online. Rather, you can simply provide the prospective client with a clip that they can view at their own leisure and share amongst other stakeholders in the buying process. Everyone benefits, and it enables you to visualise the processes that otherwise can’t be replicated in text or other forms. It also allows you to tell a story in an engaging and informative way while demonstrating your transparent processes. And while you can personalise the clip if you want, it also means you have the footage handy for every future client you engage with too.

Upon sealing the deal, utilise screen recording tools like Shootsta Cast. You can explain a particular product or proposal in further detail, while explaining the elements it offers in further detail.  After you’ve sealed the deal, you can utilise a personalised video to thank the customer for the sale and answer any FAQs you’re expecting now the purchase has been made. Showing appreciation goes a long way in building rapport with a customer, and it can also be an effective resource for them to reference again further down the line once they have been handed over to an Account Manager. 

To maintain consistent communications beyond the sale of a product, reach out as much as you can. Video can be a great tool to maintain transparent, open communications throughout your client life cycle to keep them engaged, create strong relationships, and reduce churn rates. Birthdays, anniversaries, and seasonal holidays are all great opportunities to get in contact but you can work beyond these too. One popular option is providing learning and development opportunities via video; these offer your client a tangible benefit that can be enjoyed at their leisure, while also freeing up your time in the process.  However, this isn’t a cue to simply shoot a video every time you feel like it, either — as with any sales-based communication, you should have a specific intent in mind when reaching out to a client. This will ensure the end goal of your video can be measured.

Personalised videos can improve your selling capabilities and are a great substitute for old-fashioned prospecting and lead generation techniques. They’re great to add to your existing strategy and help turn the tide in your favour when you’re reaching out to someone new.