Video Selling: The Newest Trend in Sales Automation
October 9, 2020

Up until recently, selling via video has been a nice-to-have. With more companies going remote, video selling has gone from experimental to seen as the next best thing to meeting in person. With fewer opportunities for face to face meetings and in-person networking opportunities, companies are now investing in video as a legitimate channel for sales outreach. This article will go into what video selling is and how it could work for your sales efforts.


Video Selling

Today, video dominates more than 75% of all of the world’s internet traffic. Let that statistic sink in–it means that video is now the primary way to consume information online. Cisco’s Visual Networking Index predicts that by 2022, videos will account for a whopping 82% of all internet traffic. The popularity of video isn’t going anywhere anytime soon. 

When it comes to sales and marketing, letting potential customers put a face to your name and brand establishes trust and legitimacy. When selling via video conference, a salesperson can diagnose problems and uncover pain points to keep the buying process moving forward. 

Over the past few years, increasing amounts of businesses have started to notice the video’s value. Today, 87% of marketing & sales teams use video regularly, which shot up from just 63% back in 2017.


Why videos work in sales

What makes video a useful addition to your sales strategy: 

  • Videos capture attention and drive behavior. We all feel compelled to click a play button when we see it. Inserting video into cold messages is a great way to capture the attention of prospects who might click play even when they won’t read what you wrote.
  • Videos can show your personable side. People do business with people—not companies. Give your prospects the ability to see you, your expressions, and body language via video. 
  • Videos lead to high conversion rates because they stand out. A recent study took 290 of the most successful cold sales emails and found that just 13% included multimedia of any kind, and only 6% included video.
  • Video aids sales efforts by simply explaining complex topics. To sell is to communicate, and video allows customers to understand your products’ value with minimal effort.


Ways to use videos to sell

Nation-wide shutdowns have made selling via video conference the new norm. As anyone in business development will tell you, capturing the attention of new prospects isn’t easy. Using video in sales can now help you with prospecting efforts and lading those one-on-one meetings in the first place. 

  1. Recording personalized videos for leads. Sending a recorded video to your prospects is so personalized, it’ll be hard for your prospect to miss. It also successfully cuts through the noise and stands out amongst the sea of emails or voicemails they receive.
  2. Use video to connect with leads on LinkedIn. Currently, only 51% of the marketing and sales teams take advantage of LinkedIn’s new video feature. For the time being, sending video messages is an untapped resource for B2B sales opportunities. 
  3. Include videos in your sales emails. Emails containing videos increase click-through rates by 4X! Don’t miss the opportunity to include video in the email sequences or drip campaigns to target prospects.


Best practices for creating sales videos

Your sales videos don’t have to be professional. The more expertly produced they look, the less they’ll look personalized. Just focus on being well-spoken and concise. To ensure your videos are appealing to watch, follow these tips: 

  • Lighting: Lighting can make all the difference. Make sure your video is bright and that you’re visible. When recording, position yourself facing a window with daylight, if possible.
  • Sound: Make sure you’re in a silent room, and all background noise is limited. Speak directly into a microphone or headphones for the best sound quality. 
  • Location: Use a background that’s appropriate for your target audience. Brick walls or open floor plans are a great background when targeting startups. For enterprise or upscale clients, large office spaces or cityscapes are a good fit.

Most of all, ensure your video is interesting. Adequately produced video cannot take over for messages that don’t resonate with your audience. 

Be mindful of your:

  • Thumbnail: Does your video thumbnail entice prospects to click? Try using GIFs to capture their attention.
  • Message: Know that prospects are asking, “What’s in it for me?” Cut to the chase and explain why you’re reaching out to them specifically. Explain why you’re reaching out now. Explain the benefit they’ll get from agreeing to a call with you. 


Bottom Line

Now that companies are relying heavily on video conferencing, it makes sense that the usage of sales videos will soar. Your sales team can record personalized videos for sales leads, use LinkedIn’s video feature to connect instantly, and insert them in emails for higher conversion rates. Videos successfully engage prospects because they stand out, tempt prospects to click, and build familiarity to warm up cold outreach. When done right, sales videos can be a compelling, worthwhile investment. 

Ali Spiric