Every day, your average salesperson meets with prospect after prospect. From one meeting to the next, they’re getting asked many of the same questions time and time again.
What is your return policy?
Who runs the inspection?
How do I know when my application has been filed?
What types of payment do you accept?
The repetition isn’t just draining—it’s inefficient. Buyers spend most of the conversation on surface-level details instead of diving into what really matters.
That’s where The 80% video comes in. In this episode of Endless Customers, I sat down with Lindsey Auten, IMPACT’s video trainer, to explain how the 80% video works, why it transforms sales conversations, and how businesses can start creating them today.
An 80% video is a single resource designed to answer roughly 80% of the questions your sales team hears in the sales process. By sharing the video before a meeting, prospects arrive already educated on the basics, freeing up valuable time to focus on their unique needs.
Instead of spending the first 20 minutes answering repetitive questions, your sales team can jump straight into tailored conversations that move deals forward.
According to Lindsey, the power of the 80% video comes down to three key benefits:
Efficiency: Buyers arrive informed, which shortens sales cycles.
Trust: Transparent answers upfront position your business as helpful and credible.
Personalization: With the basics covered, salespeople can spend time on the issues that matter most to the prospect.
A great example comes from Florida-based RoofCrafters, who made 80% videos a core part of their process. The result? They more than doubled their close rates.
You don’t need a Hollywood studio setup to make a strong 80% video. Lindsey recommends starting simple:
A webcam and microphone (or even a smartphone)
Basic editing software
A quiet, well-lit space
The goal isn’t cinematic flair, it’s clarity. As long as the production quality doesn’t distract from the message, your buyers will appreciate the educational value.
If you’re asking, “How do I create an 80% video for my sales team?” the first step is identifying the questions your reps hear on almost every call. From there, script and record clear answers, then test it with your next round of prospects.
Want expert help building your first 80% video? Talk to our team about implementing the Endless Customers System!
Lindsey Auten is a content and video trainer at IMPACT with a background in broadcast journalism.
Learn more about Lindsey from her IMPACT bio
Connect with Lindsey on LinkedIn
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How long should an 80% video be?
Aim for 5–10 minutes. That’s usually enough time to address the most common frequently asked questions thoroughly without overwhelming viewers or losing attention.
Who should appear in the video?
Have the salesperson or subject-matter expert that your buyers will actually meet. Seeing a familiar face builds trust and makes the first live conversation feel more natural.
When should I send the 80% video?
Send it before the first sales meeting, ideally in your confirmation email or as a quick follow-up. This ensures prospects come prepared and conversations move forward faster.