Video During Sales Boost Win Rates, Study Finds

BY Jessica Helinski
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Video during sales is increasingly important, and even if it’s not something you’ve used yet, it’s in your best interest to start. Using a webcam during the sales process can have a big impact on buyers, and now that many prospects are working from home, they may already be utilizing video during sales meetings and calls. And, as use continues during the pandemic and more people become comfortable with video, the more likely it will remain relevant post-COVID-​19

Still not sure about video? Recent findings from B2B sales analysts at Gong Labs back up video’s clout. Devin Reed shares this research in an article, noting that the company looked at and analyzed 12,282 sales opportunities from 2020 to reach these conclusions. 

Data shows that video matters in sales

Having a webcam on during sales communications boosts sales, according to Gong Lab’s findings. Reed reports that “Deals are 127% more likely to close when video is used during any point in the sales process.” Additionally, win rates are higher among webcam users: When salespeople use a webcam, win rates shoot up 94%. 

What is it about allowing the prospect to see you during a call or meeting that drives sales? Reed says it all comes down to establishing trust. “…appearances have a massive impact on how we perceive people, from the clothes we wear to our facial expressions,” he explains. "Now, this isn’t a call to wear your Sunday best every day while WFH …Instead, consider visual appearance as a means to building better relationships with your buyers.”

Nonverbal communication speaks volumes

In addition to demonstrating professionalism with your appearance, video during sales also gives both you and the prospect the opportunity to observe nonverbal communication. “Understanding customers isn’t just about hearing what they say, but seeing how they say it,” he writes. “Think of all the communication outlets we lose when we limit ourselves exclusively to voice.” For example, by using video you can demonstrate, and witness, the following:

  • Body language. Body language can be truly vital to understanding what a person is feeling and thinking. Without video during sales, you have no idea if the prospect is slumped in their chair. Or, if they're staring into space or leaning forward and focusing their attention on the screen.
  • Facial expression. Being able to see the prospect’s facial expressions can clue you in to how different things you say come across to them. Facial expressions can convey so much, such as whether a prospect is puzzled by something, surprised, or delighted. “Did their audio cut out, or are they taking their time to think before answering your questions?” Reed writes. “Without seeing them, there’s no way to know. And misreading these cues can throw off your conversation.”
  • Listening. Many, if not most, nod along to show we are paying attention, hear what they’re saying, and comprehending. This small gesture assures others that they are being heard. Also, seeing a prospect shake their head gives you the assurance they hear you as well. This is so important during a sales conversation, and video makes this subtle conveyance possible. 

Considering how well video during sales helps you and the prospect understand each other, it’s no surprise the Gong Lab research clearly shows the positive impact using webcams has on making a sale. Even if you’ve never tried using video while selling, it should now be clear just why doing so is important. If you’re feeling uneasy or not sure where to start, check out past SalesFuel articles that discuss the topic and provide helpful tips.