How to Create An Effective Business Video That Drives Conversions and Boosts Sales

If you’ve ever filled out a lead generation form with your contact information to read a white paper and then dodged a salesperson’s multiple follow-up phone calls, you can relate to the following statistic.

Marketing Sherpa reports that 79% of marketing leads never convert into sales. In fact, lack of lead nurturing is the most common cause of this poor performance.

Lack of lead nurturing + No sales conversions = No revenue and No growth.

Because consumers expect brands to know their pain points and match the best offers to solve their problems, your sales people need to know how to deliver custom content and solutions at each stage of the buyer’s journey.

The lack of a clear sales enablement or sales readiness strategy is often the most significant obstacle to helping your team deliver the right content to the right customer at the right time.

Creating a comprehensive business video will help arm your salespeople with the proper tools to nurture sales leads, build trust with the buyer and increase conversions.

Here are four tips to make your sales training videos more memorable and powerful:

1- Create a weekly sales show. A quick two-minute video highlighting new products, services and news stories will keep your team engaged and empowered. A lively and fun video is an efficient tool for passing on critical information and keeping employees aware of changes and important notices.

2- Show examples of appropriate sales behavior.  Most corporate sales manuals are filled with rules and regulations on selling and product knowledge – but few give hints on proper sales etiquette and behavior.

Don’t rely on your Director of Sales to remind your team how to act on sales calls once or twice a month. Instead, use your training videos to show examples of how people should behave – and the consequences of inappropriate or poor behavior.

3- Separate the sales process into a series of videos featuring manageable steps.  Any process is easier to learn when it is divided into a set of sequential steps. Whether you are selling a complex business technology solution or consumer products, a typical sales process includes the following activities:

  1. Product Knowledge
  2. Prospecting
  3. Sales Approach
  4. Needs Assessment and Customer Analysis
  5. Presenting the Solution
  6. Objection Removal, Transaction and Closing
  7. Follow Up, Ask for Referrals and Facilitate Repeat Business

Increase your sales team’s effectiveness by creating short three-minute videos explaining how to achieve success with the seven steps.

4 -Shoot professional style videos – even if you are an amateur videographer. If your video marketing budget is limited, your videos can embrace professional production techniques using the following tips:

  • Use an external lighting kit to make sure the subject is well-lit.
  • Use a tripod to keep the camera steady.
  • Minimize background noise; make sure your team members are quiet on the set.
  • If your camera has an auxiliary microphone input, use an external microphone to hear the trainer’s words clearly.

The best training is memorable and meaningful. By embracing a video-based training approach, sales trainers are keeping their team up to speed on the latest strategies to delight their customers and sell more products and services.

By creating entertaining and fun videos, your sales team will know more, so they can sell more.

image via KZO

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