Anatomy of a Sales Video

A good video is a powerful sales tool. It can help your sales staff get more appointments and close more deals. The great thing about video is that you control the message – you get to make your winning sales pitch every time!

In this article we’ll do some digging into the components of a sales video and we’ll using the below video we made for Irish Life as an example. In this project we made around 8 videos, each tailored to the individual salesperson.

 

 

Uses for a Sales Video

There are many ways ways to use a sales video.

  1. To help secure a meeting/call, e.g. by using it on website, social media or in email.
  2. Pre-meeting, to tell prospects what to expect at the meeting
  3. To show during a meeting
  4. Post-meeting, to reinforce trust

The language should be different depending on the exact purpose of the video. It should support your own unique process. In our video example the purpose of the video was to introduce the broker and tell clients what to expect in their first meeting.

 
 

Nail the Message

You know the lines that sell your product, right? You need to be crystal clear about your proposition. In our Irish Life example we worked with a broker who had years of experience at the coal-face. For more information on writing a compelling message, have a read through our article about scripting.

 
 

Customize it to the Salesperson

In our example video we used recorded video footage of each salesperson.
 
Sales Video - Filmed Brokers
 
We also created animated avatars of each salesperson.
Sales Video - Customized animation
 
And each persons contact details were shown.
Sales Video - Contact Details

 
 

Call-to-Action

What do you want the viewer to do? Tell them! Do you want them to call you? Then tell them to pick up the phone and show them a number. Do you want them to click on a link? If so then say it, give them link and set up a video annotation in your video hosting platform. Don’t use multiple call-to-actions. It’s better to pick one and keep it simple. In our video example we end with “Call today, for the future you want” and provide the details.

 
 

Finally

We all know it’s important to make a good first impression when it comes to sales so if you’re going to make a video it’s worth spending the time and budget on making your video a good one. If you are interested in seeing more ways of using video in your business have a read through our article about 12 ways to make more sales with video.