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Why do sales people constantly ask marketing for more sales and marketing videos?
Because video is the single-most effective sales weapon in their arsenal other than themselves.
Let me explain.
A sales person’s primary function is to sell. They are going to focus on selling more than anything. Salespeople need tools that allow them to sell more efficiently. Resources that prospects can share with their peers are one of those tools.
Second to selling, salespeople earn trust and respect through their expertise on what they are selling.
Video allows these two primary needs of a salesperson to be met. Video is a highly leveraged type of content that is the next-best thing to an actual interaction. And video demonstrates expertise that can be handed off at the click of a button.
Having trouble getting responses to your sales emails? Try combining video marketing with email marketing.
Someone on the prospect’s team missed the sales demo? No problem. Send them the demo video.
Need to overcome a specifically challenging sales objection? Put together a sales and marketing video that clearly and concisely squashes it.
Videos can be viewed passively, allowing prospects to engage in the sales process on their own terms. And because they combine sight and sound, videos are the next best thing to an in-person interaction.
Whether you’re a marketer, salesperson, executive or entrepreneur, a good sales enablement video strategy can accelerate your sales process, improve close rates, and allow your sales team to communicate with more prospects successfully.
That’s why sales and marketing videos are so important.
Producing your sales and marketing videos
There are two main routes for sales videos: agency or do-it-yourself.
Video production can also be in-house, in which case you need a framework for scripting and the right tools to create your videos. With a smartphone, microphone and some basic screen capture/screen recording software, you can put together effective videos on a shoestring budget.
For companies where video is central to the sales strategy, it can be smart to invest in a full studio, with lights, microphones, proper cameras, and a green-screen background.
7 key types of sales and marketing videos
Here are the main important types of sales and marketing videos from a salesperson’s point of view.
If there is only one video you ever make, it should be the explainer video that describes why your company or product exists, who it’s for and what the benefits are. This is your bread and butter video.
A brief, carefully choreographed product demo is #2 on the list for a lot of companies, especially in software and physical goods.
This video should be a supplement to any in-person demoing that your sales team is doing, not a replacement. Remember, face time is precious. This video should be a supplement to any in-person demoing that your sales team is doing, not a replacement.
Remember, face time is precious. Although one step closer is simulating face time with a picture in a picture in your video.
Use your product demo video when you can’t get in front of the right stakeholders, or as a follow-up from an in-person demo. Note that for a services business, this type of video may not apply.
Testimonial or Case Study
Video testimonials and case studies put on steroids what is already very strong social proof to do business with your company. The video format adds a very genuine quality to a testimonial and makes a case study more interesting and exciting.
Different from the product demo, a feature demo video is a brief deep-dive into one problem that your company is solving. In software, this might be one remarkable action that users can take in your product. For other types of goods, these videos explore one aspect of the product that addresses an important pain point.
Furthermore, feature demo videos don’t have to be as high production quality as your other videos. Salespeople can use a handful of these videos because they work to help handle objections and keep leads warm during the sales process.
In-depth look or mini-training
Buyer skepticism is a natural reaction to nicely polished marketing materials.
Sometimes doing an in-depth exploration of a product or mini-training helps remove skepticism from a buyer’s mind. This video puts them in the shoes of someone who was already purchased the product.
It also makes them comfortable with any fears about a learning curve or how the value of the product is delivered. This type of video is very important if the decision maker and the user of the product are different people.
Give the decision maker high-level videos that explain overall benefits. The deep dive is to get buy-in from the user, who often has more specific requirements.
Webinars are a powerful way to establish your thought leadership and expertise in an area.
After delivering value in the webinar, there is an opportunity for a sales pitch. You can record a webinar with a live audience, or deliberately record one independently. Then use these clips to build up some momentum with prospects before going in for the hard sell.
Webinars can be great for cold outreach because they give before they ask.
On this list is training videos for your sales team members themselves. For a variety of reasons, video is a superior format for these trainings. It’s wise to circulate internally a recording of the sales pitch and any meaningful product training.
Try to create training videos specifically with sales in mind. Salespeople are on-the-go and often juggling a lot of information at once. Providing a video gives them an easy way to learn compared to parsing through written documents that take time and require focus.
The best video length to help sales teams
Almost all of the above types of videos should be under 2 minutes long unless there is a good reason (like the video is a recording of a webinar).
Use sales and marketing videos as teasers. They are short enough that people are willing to watch them and long enough to convey a message, but no more.
You want the marketing video to draw the viewer into interactions with a salesperson, not do the selling all by itself. Sales enablement is about supporting sales people and the sales process.
3 steps to rolling out videos to your sales team
After you put the time and energy into producing a sales and marketing video, don’t just email out a link to the team and expect them to watch the video and figure out what to do with it on their own.
Step one: Carefully name all sales videos so that it is very clear which video they are. As you build up a library of videos it becomes easy to accidentally share the wrong one if names and descriptions of videos aren’t clear from the get go.
Step two: Share and tell the sales team how to use each sales and marketing video in their sales process. You may skip this step if the video’s use is self-evident or the video was requested by the sales team.
Step three: Have an organized repository for your videos. This can be a YouTube or Vimeo channel, or a folder in a document sharing apps like Dropbox or Google Drive. Make it very easy for busy sales team members to relocate videos that they know exist.
Bonus step: Share with non-sales team members. These videos can be helpful in helping the rest of your organization understand what you’re selling and how. They’re a quick way to keep everyone in sync.
Your action step from this article is to look at the list of types of sales and marketing videos and determine what video would have the biggest impact for your sales team. Decide if you want to produce it in-house or hire and agency, and put the project into motion.
Your sales team will thank you.