As you know, videos are essential in marketing, both to develop brand awareness and to attract visitors to your pages and convert them into contacts. But have you ever thought of including them in your sales process? Have you ever considered using them in your communications for commercial purposes, whether made through social media or by email? Here are some ideas to improve the sales process.
The first reason that often pushes sellers to prefer more “traditional” communication systems (calls, messages, emails …) is that videos take time to be designed, produced and published. The second reason is that selling, especially in B2B, is not a standard process and, considering that making a corporate video requires relatively complex production, this means spending time and energy on a single standardized content, not necessarily suited to responding to all the questions of the potential customer.
All true! (Almost)
In fact, the videos you make specifically for selling should be one-man shows, shot in a few minutes and sent directly to the recipient. You don’t need stellar productions, just a webcam, a lit environment, a few minutes to reorganize your ideas and you’re ready to shoot!
There are many useful ideas to understand what to include in your video: are there, for example, frequently asked questions that you answer frequently? In these cases you can think of producing a more challenging video, or simply shoot a standard video that you will use when needed. What you do for textual content, you can do it even for visual ones!
The reasons why you should use videos to sell are pretty obvious:
A video is a visual content: I imagine you prefer to watch a video rather than read a text block. And as you would do, your prospect would do it too.
A video is more interesting: starting from the assumption that the vast majority of companies use emails to contact their prospects, it is likely that these are already bombarded by many textual emails of other sellers. Focusing on video content, therefore different and more dynamic, means increasing the probability of opening your email and interacting with the proposed contents.
A video is more human: expressions, tone of voice, gestures … these things are not perceived through 2 or 3 paragraphs of text. The moment a prospect sees your face, he is more likely to trust you, even if it is the first time he sees you.
A video is more memorable: how many videos do you usually find in the emails you receive? And how many of these are customized for you? I imagine few, or even one! Think instead of the advantages of creating videos specifically for your prospect: surely you would remember, and this would positively influence what you think about yourself, your product and your company.
How to make a video for your prospect?
As I told you before, there is no need for stellar productions. But keep in mind:
Keep it short: as one of your prospects doesn’t want to read long emails like novels, in the same way he doesn’t want to see hours of video. If you have to give only a hint or a quick note, 30 seconds is more than enough. If you need to explain a concept, illustrate your product or give a live demo, try to stay under 3 minutes.
Take care of the environment: you don’t need cinematographic backgrounds and studio lights. Going to the office, even to your desk, is fine. Eliminate objects that could distract your attention from what you are saying (because they are positioned out of place or too flashy), and choose a bright environment.
Customize the content: it seems strange to do in a video for a potential customer, but you could personalize it and make it more unique, for example using a slate with its name. So the prospect will understand that you have packaged it exclusively for him.
Fit to the sales process
As you can imagine, based on what you are doing for your prospect, you will need to model the script to make it even more effective:
First meeting: At this stage you have to capture his attention, and therefore be brief and interesting (1 min / 1.5 min maximum). Remember that it is the first time that you have seen it, therefore proved authoritative and reliable. You can give advice about its challenges, an idea on how to deal with them, or simply how you can help it.
Follow Up: Make a recap of each meeting you have done together (including each call), and inform them of the next steps you will take. Here too, keep the video short, and write down the main points that help him follow what you are saying (or make sure he can recover them without regards to the video again).
Proposal: When it comes to signing a quote, several people may need to sign. Having content that can be shared with all decision-makers helps to streamline the process and eliminate any misunderstandings. A video in this decisive phase must set the objectives to which it points well and give expectations, taking into account the context, so that the viewer can focus on the numbers that matter.
After Sales: As Manuel explains that the customer is not an output. Once you have purchased, you have the opportunity to be the promoter of your company. And that’s why in the post-sales video, besides thanking you for the purchase, you can offer yourself as a resource and / or reference for other possible challenges. All this, in addition to cementing your confidence in you, will encourage research on you, positive reviews and more possibilities for renewing the contract.
Not just Email
Emails are the most direct tool to support your sales process through videos. If you have HubSpot, you can take advantage of the integration with Vidyard to add videos to your emails. Vidyard is a video hosting platform, which allows you to insert videos in your pages and in your emails effectively and without the tedious distractions and publicity that you could find by embedding a video from YouTube. In addition, you also have the option of inserting forms and CTAs to add excellent conversion mechanisms to your videos.
If you don’t have tools like HubSpot and Vidyard, you can also take advantage of social media! More and more companies and professionals use social media to generate contacts and customers. LinkedIn, Facebook and Twitter offer you all the tools to share, with your selected prospects, videos useful to your potential customers, in a more informal and direct environment than simple emails.