What do we mean when we use the term video prospecting? This refers to when sales reps use video in their sales outreach, embedding it in emails, texts, and social media.
There’s a reason why more and more sales reps are shifting towards video: it has the potential to instantly grab a prospect’s attention while allowing you to deliver your sales messaging in a more dynamic, interactive way.
Not only that, its use in sales outreach aligns with our day-to-day use of video as a primary form of communication that most of us are comfortable using, accredited to changing attitudes and the accessibility of recording and sharing video on an variety of devices.
Take the business world for example, where remote working has become the new-normal for a range of industries, meaning video conferencing has become commonplace and more important than ever.
At OneMob, we understand the true importance of video and how it can empower your approach to sales. For us, video is a great tactic for engaging with prospects in a unique, memorable and most importantly, human way.
In the following blog, I’ll dive into why you should start using video inside your sales plays, covering the benefits of using video over more traditional channels and highlighting its advantages. I’ll also cover how to get started when creating video for your sales outreach while sharing advice and best practices with insider know-how.
Video Sales: Best Practices
What should you be doing?
As previously mentioned, committing to video isn’t enough on its own. It requires a creative mindset and a good understanding of how the medium can be used to sell.
Even if you’re using the same messaging, adapting this to a written, audio, or video format all require vastly different approaches that can change depending on your prospects and their industry.
A recent study found that 58% of viewers will watch a business-related video all the way through if its runtime clocks in at under a minute. For this reason, your first cold outreach should be no longer than 30 seconds.
But, even though video is a more captivating medium, that doesn’t mean your prospect won’t click away if they get bored or can’t understand what it is you are pitching. This means that it’s even more important to captivate your audience from the very start. The first seven to ten seconds of video are crucial, so it’s important to get creative and naturally engage the viewer from the get-go.
At the same time, if a prospect can see that your video is longer than the time they’re prepared to watch it, this can impact whether they click to play. Animoto states that 59.9% of people will be deterred from watching a video if they think it is too long.
You need to be clear, concise, and confident in delivering your sales messaging. Although any good sales rep can talk about how good their product or service is til the cows come home, this first touch should be short, sweet and get to the point.
As you engage with prospects again at later stages in the sales funnel, that’s when video content needs to be more elaborate and detailed as you highlight the parts of your offering that can help them overcome business needs or highlight the advantages you have over competitors in the same industry.
Where the initial sales outreach should be brief, those prospects at the consideration stage prefer long-form content. This can include webinars in which you demonstrate your knowledge of their pain points and challenges, or demos/tutorials giving them a more in-depth overview of the products and services your company offers.
Founder and CEO of OneMob, a suite of digital tools to drive personalized sales. I’m a seasoned entrepreneur with startup and big company experience that can transform an idea into an established company. Specialities include salesforce.com, social collaboration, ISV and consulting alliances, vertical solutions, front/back office horizontal CRM extensions and getting stuff done!