How to Sell on Video: Tips for Pre-Recorded Video and Virtual Sales Calls
Are you incorporating video into your sales process? If not, you could be leaving revenue on the table. Studies show that salespeople using video are seeing significant lifts in response rates, meeting bookings, and closed/won deals compared to those sticking to traditional channels like phone and email.
Consider these compelling video selling statistics:
- Vidyard found that the number of sales pros using video in their process jumped from just 7% in 2019 to 40% in 2020
- Using a video in a sales email can boost reply rates by as much as 26% (source)
- SaaS companies including video proposals saw a 41% higher close rate vs. those without video (source)
- Reps using video are reporting 4x more success scheduling first meetings (source)
The bottom line is clear – if you want to maximize your sales potential in today‘s virtual-first B2B landscape, video needs to be a core part of your approach. But simply turning on your webcam and winging it isn‘t enough. Like any selling skill, there are proven tactics and techniques to make your videos as impactful as possible.
In this post, we‘ll share tips from top sales experts on how to create winning pre-recorded prospecting videos as well as how to run highly effective live video sales calls. Whether you‘re a video selling novice or a seasoned pro looking to up your game, you‘ll walk away with actionable insights to generate more revenue from your video efforts.
What is Video Selling?
First, let‘s align on what exactly we mean by "video selling." In the broadest sense, this refers to using recorded or live video content and conversations throughout the sales process to educate, build rapport with, and persuade potential buyers.
This can include:
- Pre-recorded prospecting videos – Short, personalized videos sent to prospects to introduce yourself, share relevant content, and book a meeting
- Live 1-on-1 video sales calls – Virtual face-to-face conversations to qualify, demo, negotiate and close deals using Zoom or other video conferencing tools
- Recorded product demos and tutorials – On-demand videos showcasing your solution‘s key features and benefits for prospects to view on their own time
- Video proposals and contracts – Adding video overview to accompany a written proposal or agreement to walk through key points and gain virtual sign-off
- Video references and case studies – Capturing video testimonials from happy customers to build trust and credibility with new prospects
The overarching goal is to create a more personal, empathetic, and persuasive sales experience through the power of face-to-face communication – even when you‘re not in the same room.
Video enables sales reps to use their greatest asset – themselves – to accelerate the buying journey and create a more authentic connection with prospects and customers. And in an era where Zoom fatigue is real and response rates to traditional outreach are plummeting, video offers a refreshing and highly effective alternative.
Pre-Recorded Video Prospecting Tips
One of the highest-impact applications of video for sales is in the early outbound prospecting stage. Instead of a standard text-based email or cold call, reps can record and send short personalized videos to grab a new prospect‘s attention and spark a conversation.
When done right, these 1-to-1 videos stand out in a crowded inbox, put a human face to your name, and demonstrate that you‘ve done your homework – all of which boost the likelihood of a reply. They‘re also easily scalable, as you can create customized videos for your most promising prospects in a fraction of the time it would take to draft dozens of bespoke emails.
However, not all prospecting videos are created equal. To maximize views, responses, and booked meetings, keep these expert tips in mind:
1. Keep it short and sweet
When it comes to grabbing and keeping your prospect‘s attention, less is definitely more. Vidyard found that the "sweet spot" for prospecting videos is between 60 to 90 seconds in length – any more than that and engagement drops off significantly.
Your goal isn‘t to tell your whole story or do a full pitch – it‘s simply to pique their interest enough to book that first meeting. Get to the point quickly, share just enough context to be relevant, then end with a clear call-to-action.
As Marcus Sheridan of IMPACT puts it, "When creating a 1-to-1 video, imagine you‘re speaking to your prospect in passing. You wouldn‘t ramble on for five minutes if you just bumped into them in an elevator, so don‘t do it in your video either."
2. Customize your content and thumbnail
The key to getting your video actually watched is to tailor the content to your prospect‘s specific role, company and industry. Reference a particular trigger event, initiative or challenge that‘s likely top-of-mind for them to instantly communicate relevance.
Vidyard‘s Tyler Lessard suggests this simple framework – "State their name, mention something about them or their company that caught your eye and made you reach out, then highlight one thing that‘s currently holding back companies like theirs that your product helps with."
Beyond the actual video content, don‘t neglect the importance of your thumbnail image and text. Use overlaid text that‘s personally addressed to the individual prospect rather than something generic. And avoid a thumbnail that‘s just a boring screen capture – instead, use a friendly, smiling headshot that makes it look like you‘re waving hello directly to them.
3. Don‘t just talk – show
A video isn‘t compelling if it‘s just a talking head on a blank background. Increase engagement by incorporating visual aids into your message.
An easy win is to pull up the prospect‘s LinkedIn profile or company website in the frame behind you as you reference specific details about them. This communicates that you‘ve done your homework in an attention-grabbing way.
You can also splice in quick screen recordings demoing relevant parts of your product or highlighting useful resources as you mention them. Just keep text and images large enough to be legible without being full-screen.
"Think of your prospecting video like a newscast with an anchor on one side and supporting B-roll on the other, versus a slides presentation" says Vidyard‘s Tyler Lessard.
4. Optimize your video settings
Small tweaks to your video setup can make a big difference in perceived quality and professionalism. First, ensure you have a decent-quality webcam and microphone (the ones built into modern laptops work fine) and strong, stable internet.
Position yourself centered in the frame with the camera at eye-level for a natural angle – use a laptop stand or stack of books if needed. Avoid sitting with a window or bright light source directly behind you as this will make you look dark and shadowy.
While you don‘t need a fancy backdrop, do clean up any clutter in your background for a cleaner look. A plain wall, neat bookshelf, or pulled curtain all work well. And pay attention to framing – leave a bit of empty space above your head and keep your eyes in the top third of the frame.
Follow these technical best practices and your prospect will be focusing on your message, not distracted by a grainy picture or echoey audio.
5. Keep it conversational, not salesy
Prospecting videos are for starting a dialog, not closing a deal then and there. Adopt a friendly, approachable tone as if you were leaving a voicemail for someone you met at a conference.
Vidyard‘s Morgan Jacobson advises "Imagine you‘re talking to a friend or colleague that you already know. Don‘t put on your ‘sales voice‘ – just be natural and let your personality shine through."
Avoid launching straight into your pitch. Kick off with a genuine smile and brief pleasantry to show you‘re a real human, not a robotic SDR.
Your enthusiasm will be contagious and help you quickly build rapport in a way that no text-based message can. Prospects can fast-forward or replay your video, but they can‘t have a two-way conversation with it. Always end by asking for a short introductory meeting to connect directly and learn more about ways you can help.
Live Video Sales Call Tips
Once your personalized prospecting video has landed you that all-important first meeting, it‘s time to build on that momentum with a live video sales call. While many of the same principles from pre-recorded videos apply, real-time video conversations have their own nuances to master.
Whether you‘re running a high-level discovery call, in-depth demo, or contract negotiation, here are proven tactics to keep in mind:
1. Set a video-first tone
When inviting a prospect to a live sales call, position video as the default rather than just an option. You can ping them a quick pre-recorded video suggesting some meeting times and asking them to pick one with a link to your calendar, mentioning that you‘ll be sending them a Zoom link since you find face-to-face is the best way to have a productive initial discussion.
By assuming video rather than asking if it‘s okay or giving them a dial-in number as a cop-out, you‘re setting the expectation early that this will be a video-first relationship.
Once you‘re in the meeting, keep your camera on from start to finish, even if the prospect doesn‘t have theirs on. Your facial expressions and visual cues will help keep them engaged and signal that you‘re listening attentively to them.
2. Break the ice with small talk
A key advantage of live video over other virtual channels is the ability to build rapport through informal chit-chat, just like you would in-person. Don‘t launch right into your agenda or discovery questions. Take a minute to comment on their Zoom background, ask how their day is going, or bring up any commonalities.
"Always have your prospect‘s LinkedIn page and company website open on your second monitor so you can quickly reference things you may have in common or recent developments to kick off on a personalized note" recommends Gong‘s Devin Reed.
Not only does this help the prospect feel more comfortable on camera, it also eases you into the conversation in a natural way before diving into the more structured part of the call.
3. Ask them to elaborate on key points
In a live video call, you can pick up on a prospect‘s non-verbal cues and use them as an opportunities to probe deeper. If you see them lean forward, nod emphatically, or raise an eyebrow at something you‘ve said, use that as a jumping off point to have them elaborate.
For example, "I noticed you perked up when I mentioned X – tell me more about how that resonates with what you‘re working on" or "I can see you shaking your head a bit when I brought up Y – what concerns do you have there?"
By paying attention to their body language, not just their words, you can uncover hidden needs, objections, or points of alignment that you‘d miss on a regular phone call. Video gives you real-time visual feedback to guide your discovery and tailor your talking points.
4. Screen-share to make your point
A live video call gives you the ability to show rather than just tell. When you get to the part of the conversation where you‘re discussing how your solution can help, bring your product to life with a live screen-share.
Rather than launching into a canned, linear demo, keep the camera view open and pull up specific features or examples that are directly relevant to points the prospect raised earlier.
You can ask them to click around and take control while you walk them through it for a more interactive, hands-on experience. Or highlight a particular case study slide or ROI stat just as you‘re referencing it to reinforce your message visually.
The key is to use your screen strategically to punctuate key moments throughout the conversation versus a non-stop product monologue. Alternate between your face and your content to maintain a personal connection.
5. Collaborate on next steps live
At the end of a video call, don‘t just say you‘ll follow up with a recap email and leave it at that. You have a chance to gain alignment in real-time while you still have the prospect‘s full attention.
Share your screen and pull up a blank document or slide to collaborate on next steps live. As you agree on key points, owners, and timelines, write them down or screenshare a follow-up calendar invite so they can visualize exactly what will happen next.
This demonstrates momentum and accountability while also giving you a chance to address any hesitations or questions they may still have head-on. By co-creating concrete next steps live on video, you‘ll leave with clear buy-in and will be less likely to face delays or stalls after the fact.
Bonus: Embrace the "Zoom mullet"
One extra tip for looking your best on video is to embrace what some are calling the "Zoom mullet" – business on top, casual on the bottom. Similar to the infamous 80s hairstyle, the idea is to look professional and put-together waist-up, but feel free to rock the sweatpants and slippers out of frame.
While you don‘t need to look like you‘re headed into the office, a clean, simple top in a solid color works best on camera. Pair it with a hint of personality like a fun accessory or accent color to stand out.
The goal is to feel confident and at ease so you can focus on the conversation, not worrying about your outfit. Give yourself a final once-over in the camera before joining, then trust that you‘re putting your best virtual foot forward.
Conclusion
In today‘s world of virtual selling, video is no longer a nice-to-have – it‘s a must-have for engaging prospects, differentiating yourself, and ultimately booking more revenue. As more and more sales orgs embrace this medium, those not using video at all will quickly fall behind.
But as with any tool, it‘s not just about using video but using it well. By applying the proven tactics shared here by top practitioners, you‘ll be well on your way to running super effective video sales calls and closing more deals than ever.
Remember, video selling is both art and science. Master the fundamentals like keeping it brief, personalizing your approach, setting the right environment, and maintaining a conversational tone. But don‘t be afraid to bring your authentic personality and style to make your videos uniquely engaging.
There‘s never been a better time to embrace video to connect with buyers virtually – but you have stand out from the sea of generic, self-serving outreach. Follow these tips to become a video selling rockstar and crush your quota no matter where you or your prospects are located.
Now grab that webcam, hit record, and show the sales world what you‘ve got!
