3 Things to consider when creating videos in your sales process


It’s not revolutionary for salespeople to use quick, easy, inexpensive tools to send videos to their prospects and customers. My sales team and I have been doing this for a while and the figures speak for themselves. Here I want to unravel 3 things to consider when creating your videos to create a more engaged customer audience that ultimately leads to more conversions.

All videos should be

  1. Meaningful, not just personalized
  2. Helping the customer
  3. Have a clear outcome when watching the video

7 reasons to include video messaging in your sales process?

  1. Better click-through rates and improved response rates
  2. Higher CTR for video emails compared to traditional emails
  3. More meetings booked, higher conversions, and faster deals
  4. More fun and memorable for your prospect
  5. You become a person your prospect can relate to and trust. It’s harder to ignore a real human
  6. Visibility and data for sales coaching
  7. Notifications when a prospect watches your video

Coming closer to the year-end of 2020, we’re all on information overload. Our customers are receiving sometimes hundreds of emails per day. That’s a crazy amount of information to take in! A video message is a fast and clear way to deliver a message. But with everyone jumping on the bandwagon of producing videos in their sales process, I like to make sure all my videos are relevant and meaningful for our customers. And that’s what I think is key to differentiate my videos from the rest.

📝In a case study conducted by video recording software company BombBomb, they found

💬an enterprise sales team saw a 56% increase in replies to cold emails with video 💬

Whether you send your prospects or customers a video via

  • Email
  • LinkedIn InMails
  • Twitter DMs
  • Direct mail using video cards

start by ensuring your videos are Meaningful, not just personalized.

A video can allow you (in a way a written message can’t) to show your personality to the customer by using tone in your voice, body language and that is a way to build rapport, trust, and connection too. This builds on customer relationships and these relationships are what can help you win deals. It’s not enough to simply name the customer in the video. I want the person to have a great reason to listen to me.

Before making a video there is a lot of research that goes into the account to give a deep knowledge and understanding of how I can present the product in a meaningful way that would strike a chord with the prospect. That way I might hold their attention and want to learn more.


Helping the customer

Busy people don’t want things that are going to interfere with their day. That’s why I create videos that will be helpful to them. If the information on the video can add value by explaining how it could make their job easier or better then they have a good reason to hear me out. When we can deliver solutions to the challenges our customers face it is more likely to get their attention. Anything that adds value to your video messages by helping the customer can boost your results.

Justin Doornbos, a BombBomb Enterprise Account Executive says

💬Video prospecting is the ability to get face to face with prospects faster via video, and show them what your value proposition is 💬

Have a clear outcome when watching the video

My aim when sending a video is for it not to get lost in a flurry of cold calls that ping into a prospect’s inbox every day. I want the prospect to watch it! When the video has a good reason to view it, with a clear message that you want them to take away then this should help the customer stay connected with you and develop a human connection. Ending with a clear call-to-action in your videos makes them more inclined to take your next call, or agree to a demo meeting.

Next steps

8 Final tips on where to use video messaging in your sales process

  1. Prospecting Initial Outreach
  2. Post-sales follow-up
  3. Inbound Prospecting
  4. Follow-up after a meeting or call
  5. Answer your prospect or customer questions
  6. Introducing to other members of your team
  7. Reigniting old deals
  8. Coach your sales team

To find out more about coaching your sales teams click here