Selling By Video Isn't Going Away

BY Jessica Helinski
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Selling by video is a technique that came to the forefront of sales strategies in 2020. As more offices shift back to in-​person selling, others are continuing remote selling or a hybrid of both. The COVID-​19 impact on using video selling will be long-​lasting, and reps should continue to hone these skills even if they do start back to in-​person meetings. 

Video selling is crucial because it adds a more personal element to your communication, and helps you create a deeper connection with your buyer,” writes HubSpot’s Lestraundra Alfred. Both pre-​recorded and live video can add a human, personal touch to digital communications like emails. Successful reps will expertly integrate selling by video into their strategies post-​pandemic, creating an even deeper connection with basic digital outreaches.

Selling by video: Pre-​recorded or live

Alfred first defines what selling by video is: 

The use of pre-​recorded and live video elements to engage with prospects in place of other communication methods during the sales process.”

She goes on to explain how to approach each video type and shares best practices for both. 

Pre-​recorded video

Despite its explosion in growth last year, selling by video can still be intimidating for salespeople. But, recording a message to send, rather than doing it live, can ease some of that discomfort. You won’t have to worry about tripping up or making a mistake because you can simply hit “stop” and start again.

Pre-​recorded videos can also provide some pre-​pitching prep for reps. “Not only does pre-​recording your video give you a chance to practice your pitch, but you can also take your time creating video content, which helps you ease into the process,” Alfred explains. “Pre-​recorded videos can be especially beneficial when prospecting and conducting outreach.” Sending out a pre-​recorded video as a first introduction can be a great way to present yourself, kickstart a connection and educate the prospect. 

The following are few must-​do tactics when creating a pre-​sales call recorded video message : 

  • Be concise. Selling by video in this capacity doesn’t require you to delve too deeply. Use a pre-​recorded message as a method of introduction; keep it at a nice length that is easy to digest but still provides value. Alfred reports that “58% of viewers will watch a video from a business if it’s around 60 seconds or less.”
  • Careful with a script. In your video, you want to come across as a personable rep rather than a scripted robot. Use bullet points to guide you so that you stay on topic and hit all the valuable points you want to make. You want to give valuable information without sounding too rehearsed. 
  • Prep with research. “We’ve stressed the importance of building trust early in the sales process, and your initial video should show that you’ve done your research and are well-​positioned to help the prospect solve their problem,” Alfred writes. Familiarize yourself with the prospect, their business and their industry. Be sure to tie in your research with some insights or other valuable content. 

Going live

Interested in learning the best practices for live selling by video? Check out the rest of Alfred’s article to learn when to incorporate this technique and how using tools like Zoom can add even more value to a relationship. As the sales industry will continue to embrace video, reps should keep up with this technique–even if they stop working remotely. As Alfred points out, “Video is going to be an important part of the salesperson’s toolbox for the foreseeable future.”