7 Ways Sales Team Can Use Video to Close More

Human attention is a scarce commodity. With overflowing inboxes and constant notifications, it’s really hard to stand out. But there’s one medium that cuts through the clutter: Video.

Video helps people connect 4-8 times more than other mediums like email or text. And in sales, it's a game-changer. 

Don’t take our word for it. Here’s what sales professionals say about the impact of video, according to a Wyzowl report:

• 84% of sales professionals say video boosts buyers' confidence. 
• 94% say video helps them overcome objections during the buying process.
• 87% say video has directly increased sales.

The results aren’t surprising. Sales is about human interaction, and videos capture human emotions, tone of voice, and visual cues that written text simply can’t convey. 

So, if your team isn’t making the most of video, you're missing out. Let’s look at 7 effective ways your sales team can use video to close more deals and build stronger relationships with customers.

1. Prospecting

Prospecting is tough. Reaching out to potential clients through traditional emails often means your message gets lost in the crowd — even if it’s spot-on for the recipient.

SDRs are increasingly turning to video to break through the noise and deliver personalized messages to potential clients.

Video allows for easy personalization and scalability in your outreach efforts. A brief, tailored video demo can effectively showcase how your product can benefit the prospect, reducing uncertainty and questions.

This general prospecting video from our resident AE Daniel Shadburne is a great example:

Lean on these handy tips when using video for prospecting:

• Keep it Short and Relevant: limit your video to only a few minutes. Address the prospect's specific challenges and explain how your product can resolve them.
• Personalize the Greeting: begin your video by addressing the prospect by name to immediately capture their attention.
• Show Your Face: a friendly face is the first step to building a connection. Smile and use expressive body language to convey enthusiasm and confidence.
• Demonstrate key features: provide a quick overview of the most relevant features of your product that will benefit the prospect.
• Include a clear call to action: conclude your video with a clear call to action, such as scheduling a call or signing up for a free trial.

2. Follow Ups

Following up is crucial, whether you do it once or 48 times like Steli Efti from Close. 

Each follow-up is an opportunity to advance the conversation, so make it count. 

Plain text emails just won't cut it. Instead, use video to recap your call, outline the next steps, address common objections, and share customer success stories.

Here are some video-specific tips for follow-ups:

• Make it Relevant and Concise: focus on the prospect's specific needs and keep the video brief, ideally under two minutes.
• Recap Key Points: summarize the main points from your last conversation and highlight the critical takeaways.
• Clarify Next Steps: clearly outline what the next steps are and how the prospect can proceed.
• Tackle Objections Head-on: address common objections or concerns to alleviate any doubts the prospect may have.
• Highlight Success Stories: share brief testimonials or success stories from other customers who have benefited from your product.

3. Discovery Call Reminders

Everyone, including your prospect, has a packed schedule. 

Even if that first meeting gets booked, there’s no guarantee they’ll remember to show up. In fact, no-show rates at the mid-funnel stage can soar as high as 40% for B2B sales calls with discovery and demo prospects.

To prevent this, send a quick video reminder prior to the meeting. 

In your video, express your excitement about the upcoming meeting and briefly outline what you’ll be discussing. Keep it lively, spontaneous, and engaging to ensure they remember and look forward to it.

Here are our best tips for your discovery call reminder video:

• Show Excitement: let your enthusiasm about the upcoming meeting shine through. It’ll make your prospect more eager to attend.
• Mention Key Topics: quickly go over the main points you’ll be discussing to remind them why the meeting is valuable.
• Keep it Brief: a 30-second to 1-minute video is ideal for a reminder. Keep it short and sweet.
• Add a Touch of Humor: use a friendly tone and a bit of humor to make the reminder more memorable and fun.

Example of a reminder video script:

"Hey [Prospect's Name], [Your Name] from [Your Company] here. Just a quick reminder about our call scheduled for [Date and Time]. I’m really excited to talk about how we can help you streamline your workflow and boost productivity. We’ll cover how our tool can save you time and money, and I promise it’ll be worth your while. Looking forward to it!

Oh, and don’t worry — there won’t be any pop quizzes, just some great tips and insights. See you soon!"

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4. Post-Discovery Recap

After a discovery call, share insights with your team through a quick video recap instead of a long email or a Slack message. This way, your team gets all the relevant information in a more engaging format.

Use your video to cover everything you learned about the prospect, including their pain points, needs, and any key details. This saves you time and ensures everyone is on the same page about the prospect’s needs and next steps. 

You can even host this video in your CRM for easy access and reference.

Here are expert tips for creating an effective post-discovery recap video:

• Cover Qualification Criteria: discuss the usual qualification criteria and how the prospect measures up. This might include budget, decision-makers, timelines, and specific needs.
• Explain Hand-Over Processes: clearly outline the next steps and hand-over processes. Who will take over the proposal process and what else needs to be done?
• Use the MEDDPICC methodology: MEDDPICC (Metrics, Economic Buyer, Decision Criteria, Decision Process, Paper Process, Implicate the Pain, Champions, and Competition) is a great framework to ensure you cover all bases. Highlight each aspect as it pertains to the prospect, like in the example script below.

Example of a post-discovery video script:

"Hi Team, here’s a quick recap of my discovery with [Prospect's Name] from [Prospect's Company]. They’re looking to improve their workflow efficiency and have a budget of [specific amount]. Their decision-maker is [Name], and they’re looking to make a decision by [timeline]. We discussed how our tool can specifically help with their issues around [pain points], and they seemed particularly interested in [feature].

For the hand-over, I suggest [Team Member] takes the lead on this one, focusing on their need for [specific solution]. Using the MEDDPICC framework, here’s what we know:

(Share what you know here)
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Let’s make sure we’re aligned and ready to move this forward. Thanks!"

5. Sales Proposals

When it’s time to send proposals to qualified leads, the usual method is a digital document or a deck. 

While a written proposal is essential, consider adding a video recording where the sales rep walks the lead through the proposal. This makes the presentation more engaging and personal.

Here are our tips to make your proposal video stand out:

• Lead the Conversation: guide the lead through the proposal, highlighting the main points and value propositions.
• Empower Your Champion: your champion, who is your point of contact within the target company, can use this video to pitch your proposal to the decision makers. This would ensure your narrative is presented accurately and persuasively.
• Enrich The Narrative: Use video to add a voiceover and talk through the proposal. This lets you add information that’s not included in the PDF and helps to enrich the narrative. 
• Highlight Key Details: use the video to emphasize critical points in the proposal that might otherwise be overlooked.

6. Sales Demo/Walkthrough 

Personalized demos based on insights from the discovery can make the difference between a closed and lost deal. 

An engaging demo delves deeper into how your product can meet the prospect’s specific needs and address any questions that came up during the discovery call. 

Use these tactics for creating an effective follow-up to a sales demo video:

• Use a talking head format: People are more trusting when they can see who they’re interacting with. A personalized AI avatar puts you in the frame without the need to film yourself. 
• Address potential questions: Take the opportunity to add context, include quick customer success stories, and answer any questions the customer might have had during the live demo.
• Showcase each feature in detail: In a live demo, you might not have time to cover everything. Use a walkthrough video to demonstrate relevant features in detail, especially those you couldn’t focus on during the live session.
• Personalize based on discovery: Tailor the video to address the specific needs and pain points discussed in the discovery call, showing exactly how your product can help.
• Add Familiarity Elements: Use brand elements from the prospect’s company to help them envision your product in their work environment.

This sample walkthrough video by our very own Sam Humes (AE at VEED) is a good example:

7. Sales Training and Enablement

Training your sales team on new skills and providing context for their work is crucial for success. Instead of relying on traditional static slide decks, use videos to make the training more engaging and effective.

Video can help make sales training more interactive and memorable for your team, helping them to retain information and apply new skills effectively.

Here are our expert tips for creating impactful sales training videos:

• Provide Context: use video to give real-world context to the skills you're teaching. This helps your team understand how to apply what they're learning in actual sales situations.
• Use Visuals: Leverage visual aids to make it easier for your audience to learn quickly and retain information. Use elements like animations, color, and graphs to highlight key information in your videos.
• Include Practical Tips: offer actionable advice and practical tips that your team can easily implement. Break the information into digestible bits to enable micro-learning (instead of overwhelming your sales team with a single, hour-long video).
• Showcase Customer Stories: use examples from successful case studies of other teams implementing whatever is being discussed. Give your team proof of the effectiveness of whatever it is you’re trying to teach or implement.
• Lean Into Role-Play Training: Sales reps can do short video drills on aspects of the sales process like objection handling, process walkthroughs, and closing steps to build confidence and improve their skills.   

Start Closing More Sales with Video

The benefits of video in sales are clear: better engagement, higher conversion rates, and a more personal connection with prospects. While it’s important to consider limitations and bandwidth — like time and availability of your team — the advantages are undeniable.

Tools like VEED make creating professional-looking sales videos easy and efficient. 

In just a few minutes, you can craft impactful videos that will guide your buyers through their journey. 

And the best part? Anyone on your team can do it. You don’t need any training to create pro-level videos with VEED. 

Don’t miss out on the chance to stand out and connect more deeply with your prospects.

Incorporate video today and watch your sales soar.