Using Video to Sell to Savvy Prospects

In today’s increasingly competitive B2B marketplace, sales organizations must be creative in order to stand out from the competition and make lasting impressions on prospective customers.

At the same time, buyer behavior is also changing. Buyers are becoming more knowledgeable, seeking in-depth information about products and companies even before they reach out to a sales representative. According to a survey of 1,400 B2B customers by CEB, 57% of a typical purchase decision is made before a customer even talks to a supplier.

So what does this mean for your organization’s sales reps? This enlightening article from Business 2 Community details several ways in which salespeople will need to rethink the way they sell, including learning to manage the impressions that prospects form of your company during their online research, and creating personalized interactions for each prospect that meet their individual business challenges.

Example Video for Sales Enablement - Panopto Video PlatformHowever, ensuring that sales reps have the information and tools they need to have meaningful conversations with savvy prospects means providing them with strong sales enablement resources. For forward-thinking companies, video provides the perfect medium to help their sales reps communicate amongst each other more effectively, differentiate themselves from competitors and be more memorable to prospective customers:

  • Effective knowledge sharing among reps: With as little as their smartphones, sales reps in the field can quickly capture and share ideas, new information, best practices, meeting recaps, and more. Team members can take advantage of each other’s expertise, learning new approaches and picking up pointers anywhere and at any time.
  • Customized pre-sales messaging: Using a modern video platform, sales reps can quickly and easily create custom product demonstrations, presentations, and lead-nurturing communications. Studies have shown that customers are 85% more likely to buy a product after watching an explainer video.
  • Data-driven lead scoring: Using web tracking and lead monitoring technology along with video analytics, reps can learn which videos their prospects are viewing, exactly when and how many times the prospect viewed the video, at which point the prospect stopped viewing the video, which interactive features the prospect engaged in, and more. This data can help reps determine how interested their prospects are, and which product use cases or features interest them the most.

ICON - Sales Enablement - Break ThroughInterested in learning other ways that video can help your sales team stand out?
To learn more ways that video can quickly and affordably improve sales enablement in your organization, read our whitepaper, Break Through: 18 Ways You Can Boost Sales Enablement with Video, and sign up for a free 30-day trial of our software.

Published: November 04, 2014