In these times, B2B sales growth is more important than ever. Sales teams invest a lot of their time crafting the right sales letters and funnels. The reality is that the process gets more complex. Why? Buyers are more saturated. Salespeople have no time. With this, sales productivity continues to present challenges for all organizations.
From for-profit to non-profit, every single organization relies on other people giving them money.
This makes sales enablement a C-level priority and not a commodity anymore.
Back in the day, using video as part of the sale cycle was for sales visionaries.
This is not the case anymore.
New research from Forbes Insights and Brainshark reveals 71% of C-level executives believe sales productivity is key to achieve sales growth.
This is why enablement managers are adding video to their stack.
In a recent study, almost 94% of respondents reported that video converts the same or better than any other content form.
And this makes sense.
Again. Your prospects are saturated.
They need easy ways to engage in a sales process with your sales force.
But, let’s face it. Videos are not as easy to create as emails.
In B2B sales, most salespeople use email as their main channel. Email is easy to scale, cheap, and still highly effective to start sales conversations.
So, how can you create relevant sales videos for your prospects and still improve productivity?
In this article, I’ll share a few tips to help you increase sales productivity using personalized video sales letters at scale. You’ll learn how to use technology to create them automatically and add them to your sales cycle with ease.
What Are Video Sales Letters
Video sales letters are videos that pitch prospects on your offering. Since multimedia content is a richer media experience, they are easier to consume. Another advantage is that videos are easier to understand and remember than traditional sales letters.
We all love video.
The preference for video content is not just limited to entertainment purposes anymore. Video is not audience-specific at present.
Studies show that 54% of consumers want to see more video content from a brand or business they support.
A report by Marketing Chart showed that users worldwide are predicted to consume up to 100 minutes of video a day in 2021.
Video sales letters leverage our willingness to easily consume multimedia content and capture our attention.
This is why this type of video content is highly effective. Even, the use of videos can help you to either start a conversation or ask for a sale.
It makes conversions and conversation easier.
It is easier to share a message through video. You can adapt your tone, intensity, body language, and more.
With this in mind, sales managers are looking to utilize and increase video content production for their sales strategy.
They are making videos a natural step in the buying process to help viewers engage with a brand or an individual.
The Problem Of Using Conventional Video Sales Pitches In B2B Outbound Sales
Traditional personal or one-to-one video sales pitches are hard to scale. The main reason for this is that sales professionals have limited availability. As B2B sales prospecting switches towards personalization, quality becomes more important than volume. Sales efficiency and effectiveness win over quantity.
At the same time, no one can argue that it is critical to see an increase in sales. This is often related to higher sales activity hand by hand with quality human connections.
Therefore, should you focus on more sales interactions or fewer with more quality?
In B2B, sales productivity tries to find a balance comprising the sales funnel, process, cycle, and goals.
Choose the Right Type Of Video for the Right Sales Process
If you sell a high ticket product or service, chances are that your sales process is slow. Also, it is possible that you are targeting decision-makers within a niche industry.
If your offer is for a low ticket price, your audience is wider. This also means that you need to constantly add new people to your sales funnel. As many as you can.
You’ll probably use more digital tools to scale this process and will allocate fewer resources per prospect and lead. In this scenario, ROI is a pressing matter.
If you are in the middle, well, you need to find the right mix that works for you. A constant fight between quality and quantity. At times, the quantity will win (special promotions and deals).
The problem with manually recorded video sales letters really depends on the number on the bandwidth your sales team has to record, send and follow up on the videos they send.
So, what challenges manual personal sales videos bring to the table?
Commonly, if your sales team deals with many prospects and leads on a daily basis, recording videos will be time-consuming.
So, yes, the videos will be more effective, but not more efficient. Your team will need to limit their activity goals. You need to find the right balance.
From Generic Sales Videos To Fully Personalized Videos
The use of personal video as part of sales and marketing processes has exploded. Growth went from 7% in 2019 to 40% in 2020. And there is a reason for this. Personalized videos are 116% more effective for sales growth than generic ones.
A personalized video is a video that is automatically made and customized using structured data. Thanks to automation, the use of this type of video makes your process more efficient.
Examples of structured data are:
- Company name
- First name
- Last name
Because you can make these videos with automation at scale, you don’t need to worry about time management. As I’ll cover later, the use of technology comes quite handy.
Distributing Personal Videos Through Email
What about distribution?
How can you distribute or share these videos in a way that is not time-consuming?
My recommendation is to make them adapt to your sales reps’ current process.
The reason for this is that as a sales manager, you don’t want to disrupt their system. You want to make it smooth, fast, and efficient.
This is one of the key reasons why most businesses and sales reps use email.
The fact is email is 40 times more effective at getting new customers than Facebook and Twitter combined.
Most modern sales tools have made email the core of their offering. It is a channel easy to manage to increase sales rep activities.
How To Create Personalized Video Sales Letters Automatically
Since video selling is highly effective, technology is your best friend. It helps you scale the creation of sales videos automatically. Software like Pirsonal helps you create personalized videos automatically.
These videos are made using cloud software and require no video editing skills.
Even better, these videos for sales can be triggered by anything on your side. From a new contact added to your CRM, to a change in a spreadsheet or even marketing automation events.
Watch the video below to learn how to make personalized videos using a spreadsheet. The same process applies to any data source.
From a sales operations perspective, personalized videos adapt to your particular workflow. This makes using video in sales an achievable strategy no matter the skills.
Personalized videos are generally used in sales automation workflows and customer experience strategies. In both strategies, response time and scalability are critical aspects to take into account.
To create a personalized video for sales or many of them automatically, you need the following:
- Cloud platform to create personalized videos: You want a system that allows you to create hundreds or even thousands of videos. This process needs to be automated. Software that integrates with both, your data source and your communication systems. It needs to be scalable since you want to avoid reps creating videos one by one.
- Video production and video template: Your creative team, a third-party agency, or the tool of your choice will take care of the design. Tools like Pirsonal Editor can help you put a template together in a matter of minutes. Pirsonal Editor is an easy video editing software to create personalized video templates from your own browser.
- An easy way to trigger the creation of the videos from your favorite app: This platform should provide integrations with the software you use for your marketing and sales. For instance, if you use Hubspot, the platform should allow you to automatically create sales videos every time you add a new sales lead to a list.
In the following video, I explain how an interactive video player can add personalized calls-to-action to any video.
Interactive videos are really effective. If you add a personalized call-to-action to each video, you’ll increase the direct response sales ratio.
In fact, they can help you increase your Click-through rate by 200%.
With Pirsonal Player, you can also add personalized calls-to-action to each and every video sales letter automatically. This works in real-time, regardless of the volume of leads.
This also works with generic videos since you can still add fully personalized CTA to them at scale.
9 Video Sales Productivity Hacks
Here are some sales productivity hacks to improve your direct response sales ratios and automate your sales funnel:
- Use buyer personas and record different clips of videos
- Once you have mastered buyer personas, data gathering, and personalization, move towards augmented buyer personas.
- Segment your audience and offering to create a video personalization strategy that makes your audience react.
- Combine these video clips with other dynamic content based on CRM data. Listen to this podcast episode to learn more about structured data.
- Automate this process by connecting your CRM and the interactive personalized videos through Zapier and Pirsonal.
- Want to keep the process simple and lean? Start with a no-code tool like Google Sheets to create videos automatically in batches.
- Use personalized thumbnail in your emails to improve email click-through rate (CTR).
- Create automated remarketing and retargeting campaigns based on video and email views and CTR (Pirsonal Player allows you to track individual video stats for personalized videos).
- Combine this approach with tools like Facebook Pixel.
- If you don’t have a personalized video template, use a generic video from your marketing team but add personalized calls-to-actions automatically and at scale.
The Bottomline: Video Sales Letters Will Help You Improve Sales Efficiency
More than 40% of salespeople say prospecting is the most challenging part of the sales process. Closing (36%) and qualifying (22%) are also key headaches sales professionals face.
With these hacks, the use of customized video in sales becomes a no-brainer. Sales managers don’t need to constantly think about crafting video sales letter scripts anymore.
You can create personal videos automatically based on templates. These templates automatically populate with your assets to create the sales videos on behalf of your team.
Sales leaders can now rely on the use of technology to create relevant content in the form of video. They can automate the entire process to overcome sales efficiency.
From product demos to sales prospecting and followups, video doesn’t become a waste of time. Video can boost your sales productivity when and become an ally.
Your not-super-secret sauce is to align your personalized marketing automation with email and your sales process. Use video technology to scale the production of personal videos.
Consequently, it will not only save time but will also help you get more sales with automated video-based interactions.