Ten Essential Elements To Ensure Your Video Sales Program Gets Results

By Phillip Wnuk, Roark, Pirsig & Dobie Studios

If you think about the difference between “telling” a story versus “watching” a story, the two have quite a different impact. Take for example, someone telling you about a small school high school in Indiana that goes on to win the state championship against all odds or sitting down and watching “Hoosiers”. The connection is quite different.

With more and more organizations utilizing corporate video as a strong visualization piece whether it be in face-to-face presentations or digital distribution channels, their importance and impact have never been more valuable than today in furthering a company’s image and sales revenue.

All too often though, these sales videos programs fall short, for a number of reasons. Here are ten elements that can help improve the effectiveness of your sales video program.

1.    Engage With A Distinct Message

Have you ever been in a presentation where the faces of the group just gloss over? Your message may seem relevant to you, after all it’s about you and your company, but to them you may just be one of many. The key is to grab them with something that stands out, that’s different, and most important relevant to them. What is it about your company or approach that is truly different?

2.    What You Can Do For Them

Very often sales, marketing, business development, and management teams are very well-versed in their company’s offerings, however getting your clients to open up is the next crucial step in demonstrating how you can provide value. Many times, you see the tried and true “history of the company” or here’s what we do, which does add credibility. In order to improve your success, take it a step further and deliver content that is of interest to your clients and initiate’s dialogue.  Instead of focusing only on what your company does, ask yourself what is relevant to the prospective client.

3.   Sales Context

The first and probably most important question that needs to be addressed is where and how are you going to use the sales video. Is it for social media to give an overview of the company, is it for prospective client presentations, is it to send out to specific targeted customers? Without taking in the context, many companies make the mistake of producing a piece that doesn’t take into effect the audience’s disposition. By customizing your sales video “pitch” to how you are going to use it can make all the difference.

4.    Implementation

Imagine producing a movie only to have it not appear in theatres. Just as important as producing your content, equal time should be spent on how your company is going to implement and distribute your program. Identifying the opportunities; presentations, social media, direct marketing campaigns etc. will determine how effective your return on investment is. This often takes a commitment from the client to integrate the program company wide.

5.   Top-Down Message

Your sales team is probably made up of a collection of individuals who all have a slightly different approach. Each may have a different narrative that they feel is most relevant. One of the benefits of a carefully crafted video campaign is that it provides a consistent brand message from the top-down from management highlighting the essence of your company, its culture, and its mission. In conjunction with the sales team buy-in, this approach is very valuable providing a more structured process from the executive suite all the way down.

6.    Buy-In from Your Sales Team

The sales videos are most effective when used strategically. A key factor in the success of any sales video program is to align your video message so that your sales team sees understands that it a powerful and useful tool. Ask yourself, is the entire sales team on the same page? Do they know how to effectively use it to open up a dialogue? Are they comfortable with the message? Get their feedback and helping them take ownership will go a long way in them using the tool.

7.    It’s Not One Size Fits All

Getting feedback from a sales person who once stated that he doesn’t use the company video because more often than not, the examples were not relevant to the prospective client and actually did more harm to furthering the sale. Determining which examples of your work to feature is very important. By creating industry focused or capability groupings can help as it is not one size fits all. A library of targeted videos provides flexibility that matches the companies’ examples with the prospective client. Fine tune your message by selecting examples that demonstrate your understanding of their particular business and industry is a sure-fire way that shows you bring value.

8.    Create A Library Of Content

Not all customers are created a like. They have different needs and are in different industries. The opportunity exists to produce multiple content to customize your messages to demonstrate your expertise in their business and industry. You may want to create a general brand video that shows how your process works, how you think etc. and supplement that with a set of specific industry related sales video and case studies that is relevant to them. This will also support the sales team in giving them an arsenal of tools to use depending on the client and situation.

9.   Video Goes Deeper

Often you will see the typical “this is who we are” approach. Take it a step further, show them what it would be like working with them. How your company thinks and go a little deeper into how you approach your work. Video is a great opportunity to showcase much more than what you can find on your website, so use the opportunity to delve deeper into your process so they can be comfortable with exploring how you might work together. 

10. It’s Part Of A Process

One of the number of objectives that turn the tide of a sales call and pushes it to the next level is when your prospective client provides information and feedback. Video plays an important role, and when done properly, will pique interest in your prospective client and begin a dialogue about them and their business challenges. If your video is done properly, it should help bring credibility and open up a discussion. Because in the end, helping your potential client “buy” instead of being sold, is the ultimate goal.

Conclusion

Understanding the sales and marketing process, your audience, and properly integrating your program into your overall business process takes a number of variables to be successful.  Most importantly, hire a producer and editor who understands how to sell in addition to crafting a story.

Because the bottom line is producing a program that engages and sells, providing a return on investment for your program, and enhancing your sales process long-term.

Phil Wnuk is a writer/producer/director and as a principal at Roark, Pirsig & Dobie Studios for 25 years has produced successful sales video program, national television commercials, business films, and long format content. www.studiorpd.com