One of the most powerful and effective ways to embrace sales video is also the easiest -- adopting one-on-one (sometimes) personalized videos in your sales process. (We say “sometimes” because, when done well, even those one-on-one videos that are technically one-to-many will feel personal to the buyer who receives it.)
What Technology You’ll Need
In order to get started, we recommend installing Vidyard GoVideo, a free Google Chrome extension which will allow anyone on your sales team to make these one-on-one videos without the assistance of a video production team or someone in marketing.
Why Vidyard GoVideo?
We’ll turn it back over to IMPACT Director of Video Training and Strategy Zach Basner one more time to explain:
Wistia Soapbox is another option you can consider, but is it better than Vidyard GoVideo? Here’s our Vidyard GoVideo vs. Wistia Soapbox comparison to help you answer that question.
How to Integrate 1-on-1 Video into Your Sales Process
Once you have the right technology, now it’s time for your sales team to use these one-on-one videos in the sales process. Of course, we know from our experience with our clients that every company’s sales process is different.
With that in mind, we’re going to walk you through the five phases most commonly found in sales processes -- prospecting, connect (managing inbound leads), discovery, proposal submission, and sales-to-service handoff -- and how you can implement one-on-one video at each stage.
Out of all stages in the sales process, video can have the most impact with your prospecting. Why?
Well, imagine this. Instead of sending a blind email to someone you found while researching prospects on LinkedIn, how do you think a prospect might feel if they received a personalized video, and the thumbnail for that video in the email shows their website or LinkedIn profile pulled up, and you’re holding a whiteboard with their name on it?
Here is a screen capture of a personalized prospecting video thumbnail to show you what we mean:
(Not a playable video, just an example of a thumbnail.)
They would probably be very interested to see what you had to say, which means you’ve increased the likelihood dramatically that someone watches your message.
To replicate this, you’ll need a whiteboard, and you’ll want to create a thumbnail with their LinkedIn profile or website pulled up. (Keep in mind, Vidyard GoVideo is the only solution that will give you the ability to have their screen up with you still displayed in the corner.)
Remember to be concise and to the point with your messaging at this stage -- they don’t know who you are yet.
So, quickly explain who you are, why you’re reaching out, share a quick-win opportunity or piece of advice for them that isn’t focused on you, and ask them a question or prompt them to respond -- again, making it about them.
Connect (Managing Inbound Leads)
At this stage, you’re managing responses to inbound leads who have converted on your website or indicated a desire to speak with someone in sales. We recommend using video to make an introduction after the first contact and to confirm any meetings that arise out of these contacts.
Here is an example from IMPACT Client Success Specialist Myriah Anderson:
We also use video at this stage to send personalized day-of meeting reminders, and to facilitate a smooth handoff between Myriah (the initial point of contact for all IMPACT leads) and another member of our sales team, if they are ready to move to the discovery phase.
We recommend each member of your sales team create an introduction video you can send to prospects when you’re making that handoff.
If they say, “Hello!” and act personable in that introduction video without saying the name of the person you’re sending it to, you can use that introduction video over and over again, while still creating a seemingly personalized experience for that prospect.
During discovery, you have an opportunity to discuss your prospect’s goals and challenges more deeply, and for you to share information on how your company may be able to help them.
Typically, we integrate video in the discovery phase after the discovery call has taken place in the form of a personalized follow-up video sent immediately after the call has concluded. In this video, you should express excitement about the prospect of working together, as well as a recap of what you discussed -- including a confirmation of the goals and challenges they told you during the call.
You can also include links to videos (from The Selling 7) that may be relevant to your discussion.
Proposal Submission & Follow-Up
When you’re ready to send a proposal to a prospective buyer, we recommend including a video that walks through the proposal itself. In this personalized video, you should cover:
- What’s included in the proposal.
- Why each item is included.
- How your proposed action plan is going to help them reach their goals and solve their problems.
- Again, how excited you are to help them.
Also, if there are certain sections of the proposal that, without fail, create more questions, address those upfront in the video.
Finally, instead of sending the usual, “Hey, just checking in on that proposal!” email, send a personalized follow-up video that addresses any common questions you think they might have. It’s a great way to stand out with those prospects who require a little extra TLC.
Again, going back to the handoff between the connect and the discovery phase, have your client-facing folks create one-to-many (seemingly personalized) introduction videos. In it, they should:
- Share who they are and what they do.
- Review the next steps they can expect, as well as anything owed from your new client to your team.
- Reveal fun fact that humanizes them and gives a glimpse into their personality.
- Ask your new client to introduce themselves, so they can get to know them better.
You can also create a more “produced” one-to-many marketing video that welcomes new clients to your “family.”
For more in-depth guidance on integrating one-on-one video in your sales process, please read our Ultimate Guide to Video for Sales.