3 Secrets Behind Top-Performing Reps’ Sales Videos

October 3, 2017

Here at Vidyard, we’ve seen a gross sales video or two. Or three. Or truthfully, tens of 1000’s.

With over 23,000 gross sales reps utilizing Vidyard around the globe, we’ve had an opportunity to research the whole lot about how gross sales reps document movies. We’ve discovered that they’ll document anyplace, from rooftops to cafes to malls, bars, and boats. They’ll document rain or shine, good lighting or dangerous, regardless of wind, sleet, hail, janitors vacuuming, or somebody peeking into  the convention room to see if it’s free. (It isn’t.)

In the midst of all this, a number of high sellers and their movies stand head and shoulders above the remaining. We interviewed as many as we might to search out out  what makes them so particular. Here’s what we found:

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3 secrets and techniques behind high performing gross sales reps’ movies:

1. They wing it

They what? Yes, that’s proper. They forgo the script and easily say what’s on their thoughts, often in a single take. But for them, the precise efficiency—the video recording—is just the tip of the iceberg. It conceals a unprecedented quantity of preparation.

First and foremost, they closely analysis their clients. The entire level of personalised movies is to interrupt out of the spammy, programmatic-sounding mass emails that persons are so averse to. These gross sales reps know that the easiest way to get seen is to personalize. They research the whole lot from executives’ tweets to the corporate’s most up-to-date 10-Ok.

Top reps additionally deal with their movies like performances and apply endlessly. According to the traditional thinker Lao Tzu: “An amateur practices until he gets it right. A master practices until he cannot get it wrong.” Top reps go nicely past a number of easy check movies and document themselves for a whole bunch of hours, bettering their cadence, eliminating filler phrases, and honing their craft.

“An amateur practices until he gets it right. A master practices until he cannot get it wrong.” – Lao Tzu

When high reps step as much as the webcam, they’re in a position to ‘wing it’ as a result of the whole lot they want has been internalized. They’re now not self-conscious and that enables them to return throughout as breezy, unscripted, and pure. They speak about what they’ve discovered about their buyer and it’s music to their viewer’s ears.

2. They deal with what clients need

Top reps speak about themselves and their firm much less typically than most salespeople. Like, lots much less. That’s as a result of even whereas they’re winging it, they’ve deeply internalized the concept that they should preserve issues attention-grabbing for his or her viewer.

“Remember that customers don’t care about your product until you prove that you can provide value to them,” wrote Toni Bennett, Vice President of Sales at Terminus, on the Vidyard weblog. “The key is to speak to how you can help that person and organization, NOT to simply tell them what you do.”

Terminus boosted gross sales responses by 3x with video. See how.

Toni’s group has had some groundbreaking success integrating this precept into their coaching and have discovered that it has another advantages. For instance, when a video is about serving to the shopper resolve an actual drawback, they don’t preserve it to themselves. Customer-focused movies get circulated all through shopping for committees and grow to be an artefact of their discovery course of.

By specializing in what clients need, high salespeople earn the title of trusted advisor and provides themselves a leg up within the shopping for course of.

3. They use video to prioritize their time

Top gross sales reps aren’t the very best just because they’re higher sellers (although some actually are), however as a result of they’re masters of prioritization. They know the place to spend the least quantity of effort for the best outcomes. Many use video to optimize their time.

Top sellers solely document as a lot video as they should. If the advertising or product group has stated it higher, they snag that pre-recorded clip, add it to a playlist, after which splice in a customized introduction which explains why it’s related. Then, slightly than ready for a reply, the flip to the information for insights.

Video analytics are uniquely helpful to salespeople as a result of they go a lot deeper than views. Views solely let you know that someone noticed one thing however present no perception into what they considered it. Take emails, for instance. Sure, you will get a learn receipt that someone opened it, however did they soar for pleasure? Did they spit out their espresso, curse, and shut their laptop computer? You don’t know. With video, nevertheless, you at the least get a touch.

People watch movies linearly. That means salespeople can monitor how a lot of the video prospects watched, the place they paused, what they rewatched, what number of occasions they returned to it, and whether or not they shared it. Sales groups can deduce what worth propositions or merchandise resonated most with the prospect primarily based on the place they targeted their consideration.

Top salespeople companion with their operations and advertising groups to put in writing lead scoring guidelines that incorporate this knowledge. It’s the final word perception. Rather than surprise “do they love me, or do they love me not?” salespeople know whether or not to recycle the lead or hammer the telephones, all in actual time.

There’s no secret to good old school effort

Top sellers aren’t on the market sending the best variety of movies, however they’re recording it. They’re huddled in convention rooms, honing their craft and learning their buyer. When it comes time to movie, they speak when it comes to “you,” not “I,” and so they create simply sufficient video to view the information and prioritize their leads. These sellers are those whose movies come throughout as genuine and real and construct the human connection that’s so important to gross sales. And should you’re trying to shut extra offers, that’s not a nasty place to begin.

Want extra video promoting ideas? Visit the Vidyard video promoting institute for all the recommendation you could grow to be a high video vendor!

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Chris Gillespie

Chris Gillespie

Chris Gillespie is the author and founder behind Find A Way Media which helps nice companies create killer advertising content material. Based in Brooklyn, Chris spent years promoting SaaS know-how options and now helps these firms craft their content material advertising methods.

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