29th August 2019
A lot more companies are using a lot more videos and not just on social media.
People are coming to the fact that video has a place throughout the sales cycle and the entire customer journey, from your first contact with a prospect to enabling customer success.
According to the Video in Business Benchmark 2021 report, one-on-one video usage for sales pitches increased 93% in 2020. And why not? More than a fifth (21%) of B2B professionals say they enjoy using video to solve business problems and make decisions. This is the result of research by MTD Sales Training Specialists.
Want to see what video for sales looks like in practice? Check out the video below. I made it just for you reader!
We are proud to be part of this 24%. Since December 2018, the BabelQuest sales team has been using videos to personalize the first time we contact prospects and know what? We saw an incredible response rate!
But don’t take our word for it: using video in the sales process quadrupled the possibilities for HubSpot. And when Trend Scout revised its sales strategy and added videos to its process, it resulted in a 400% increase in new business.
The data speak for themselves. Why do many of us still shy away from the camera?
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Here are five of the most common video objections we encounter – and how you can overcome them.
1. ‘The sales team doesn’t have time for videos’
The most common misconception about video is that it has to be perfectly crafted: no tripping over words, no mistakes. This thinking imagines videos as carefully planned, costly to execute, and time consuming to produce. Fortunately, that’s not the case.
The opposite is the case with personal videos used in the sales process. We want our potential customers to know that we are human and that they can relate to what we say. Basically, we don’t want to fall into the trap of being a corporate zombie with no personality. This is one case where a little less polish works in your favor.
Videos that are played back as if they were at the beginning of a conversation give your potential customers an insight into you and your company’s culture. As your response rates improve, you can save time on follow-up by using videos there too!
2. “We can’t afford to make videos”
Afraid that you don’t have the video skills you need in-house or you have the budget to hire an outside professional to set it all up for you? Do not be afraid any more.
That’s the beauty of modern video technology: it’s accessible, affordable, and often falls into the “pick-and-play” camp.
For example, Vidyard lets you record, crop, and add CTAs to your videos. You can also easily include them in sales emails (and quickly set a GIF as a video thumbnail to grab your recipient’s attention).
3. ‘Video is not converted and (there is no way to track it if it does)’
Remember when I mentioned that you can use a tool like Vidyard’s Chrome extension to easily add CTAs to your video? This is probably my favorite feature in Vidyard.
All of the videos we send out as part of our sales process allow viewers to book time with us directly from the video by embedding our HubSpot Meetings link. They don’t have to go anywhere else to take action, which is much less likely to be discontinued.
If you’re a Hubspot user, here’s how you can add your calendar as a CTA in Vidyard:
- In Hubspot, navigate to Meetings, set up a meeting link if you haven’t already, and click the Embed option
- Copy the code on the screen
- Log in to Vidyard and select “Events” from the content menu
- Add a new event, choose the CTA style (we’ll use full screen), choose the HTML tab and paste the code there
- Record your video (or use one you already have) and add an “Event” in the “Player” view
- You can choose where you want your CTA to appear in the video (most likely at the end).
Of course, having people book meetings right from your video isn’t the only useful feature when it comes to sales. You can get a good idea of how engaged your prospects are throughout the process, as well as an insight into which messages or video styles work best.
For example, using the activity stream in HubSpot to see when the emails will be reopened and Vidyard’s notifications to let you know when the video will be re-viewed will give you insight into the buyer’s interest and at the right time contact with them could be. (Hot tip: it is now.)
We found that calling a prospect within minutes of re-viewing the video resulted in an increase in successful call connections from under 10% to over 60% and an increase in the number of meetings booked from under 10% to over 25% led.
4. ‘Only actors can be in front of the camera’
While it may have been the case in the past that all videos were professionals (at some point in the time when all movies were silent and shot in black and white), nowadays anyone can be in a video.
Perhaps your sales reps are concerned about how they will look on camera. (“But what do I do with my hands ?!”) This is completely understandable and I’m sure a lot of people can relate to it.
We live in a world that bombarded us with polished videos and photoshopping content every day. Most of us can’t stand hearing the sound of our own voices (listening to your own voicemail message? Pure torture!) Regardless, we’ll see ourselves in the movie. We are very confident. However, promoting a video culture can change that.
Just as it is time to stop looking at video as an expensive marketing tool, it is time to stop looking at video as a tool at all. Instead, imagine a team that automatically turns to the camera when they need to explain something to a prospect or walk a customer through a demo.
This type of camera-friendly culture won’t happen overnight, but you can take the time to practice recording, recording, and viewing your own videos in a safe, controlled location.
I’ve been a permanent video attorney since December ’18. But rewind a month earlier and I had never shot a sales video, let alone sent one to anyone, in my life. It doesn’t take long to get comfortable, all you have to do is do it. Practice making videos until it feels as natural as picking up the phone.
5. “Our industry doesn’t make a video”
First, it is unlikely to be true. Video is everywhere from financial services to construction.
Second, if it really is the case that your industry is not making video, it is a competitive advantage for you, not a disadvantage. Be the early adopter. Video can help you stand out from the crowd.
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Chris has over two decades of sales experience and now works at BabelQuest on sales activation, training and CRM consulting. In short, it helps sales teams get better.