Video Prospecting 101: How to Use It For Sales
Getting responses from cold outreach is hard! Video prospecting makes it easier by helping you engage prospective customers and book meetings.
The average employee receives an average of 120 emails per day. That’s a lot of messages to compete against. You can differentitate your sales outreach and break through the noise with video.
Read below to learn about using video for prospecting best practices, several examples, and how to get started.
What is video prospecting?
Video prospecting uses video messages as part of an outreach strategy to reach prospective customers and increase responses. It’s a simple process using a sales video tool and a brief script to record and send your sales pitch.
Videos can be sent via email, social messages, and even texts.
Although video for prospecting is mainly used to reach prospective customers, many sales reps also use video throughout the sales process. Video is a powerful communication channel for sales, whether the first touchpoint, recapping a meeting, or reviewing a contract.
The ideal format for video prospecting should be short, simple, and succinct.
When done effectively, using video for prospecting yields countless benefits, such as increased open rates, more sales conversations, and higher revenue growth.
Why start video prospecting?
Today, prospects get a bunch of sales emails in their inbox. It’s hard to determine which emails are important and which ones to reply to.
With such a crowded inbox, how do you break through the noise of sameness and catch your prospect’s attention?
That’s where video prospecting steps in.
Sales videos allow you to get creative with your outreach strategy. You can use video to differentiate yourself as an essential part of a sales sequence strategy. People prefer video because it is easier to consume than just text.
Research has found that 65% of the population are visual learners, meaning they need to see information to retain it.
A happy face on a video also creates a great first impression. Prospects will gain familiarity with you, and it helps build rapport. So, when you follow up again, they’ll remember your face and are more likely to reply. In a sense, video prospecting humanizes sales.
What are the benefits of video prospecting
Video prospecting is powerful because it immediately captures attention.
An email with an embedded video is a pattern interrupt and is a breath of fresh air for your prospects.
Think about how you consume information. Is it easier to read and follow a 30-page instruction manual? Or, watch a 5-minute video explainer?
You likely will gravitate towards an image or video instead of text-based communication. It’s more engaging and eye-catching, which works in favor of sales reps.
- Increase open rates: Omnipanel was able to increase open rates to 68% and click rates to 35% by using video prospecting compared to plain text emails.
- Increase reply rates: According to a study by Salesloft, video prospecting increases reply rates by 26%, which starts more sales conversations.
- Close more deals: according to Gong.io, opportunities are 127% more likely to close when a video is used at any point in the sales process.
- Engages more senses: video prospecting is far more interactive and immersive than traditional sales outreach such as email or cold calls. It engages your prospect visually and through audio.
- More accessible to digest: Using video for prospecting allows you to record and send a personalized sales pitch. If you’re picking your product, it’s easier to digest a video demo than text.
- Humanizes sales: Inject energy and fun instead of text-based emails. Prospects can see your face, which makes it more memorable and better for recall.
Using video prospecting tools also gives you insights into watching your videos and for how long. This valuable information can help you promptly follow up at the right time.
When to use video prospecting
Video prospecting is used as the first contact with a prospective customer. Videos are used in tandem with personalized emails, calls, voicemails, and social media touchpoints as part of a holistic sales cadence strategy.
Sales reps use video prospecting to introduce themselves and their company and give a sales pitch about their product or service. It’s also a great way to visualize your product.
Here are several scenarios where you can start using video for prospecting:
- First contract with the prospect
- Re-engage old prospect that went dark
- Create an easy-to-understand demo
- Walkthrough marketing content
- Share recent news with a prospect
- LinkedIn connection request
Here’s a video prospecting example of a sales rep demoing their product.
Best practices for video prospecting
1. Research your prospect
The first rule in sales is to know your prospect.
Before recording a video, research your prospect online to know who you’re reaching out to. It’ll help you learn what pain points or goals will resonate most.
For example, look up their LinkedIn to see their job title, description, responsibilities, and content they’ve interacted with. See if there’s anything that you can use to personalize your video. Such as mutual connections that you both may have. Or that you’ve worked with many customers in similar job functions.
Then use the research you’ve found to personalize your video prospecting script. Keep it brief yet personal so the prospect recognizes that you filmed a video for them.
2. Get creative with video format
Before filming, think about what video format would get the highest open and response rates.
If you’re using the same sales script often, you can use a pre-recorded video instead of creating a new one every time. In contrast, you can send a personalized video if you’ve done your research and have a very customized message.
Here’s a fun example from Sam Kean at Fresh Relevance, who uses his dumbbells in his videos to sell a prospect that sells weights online.
You can also get creative with video prospecting. For example, you can wear a jersey of the prospect’s favorite sports team. Or, if you’re selling a physical product, you can show it off in a video. Get creative with your environment, film a video outside, or dress up in a costume.
3. Have a clear and coherent script
Write a video script before you press record.
If you have a cold call, voicemail script, or talking points, you can repurpose them for your video. Figure out how you can add visual elements to your typical sales script. It can be a prop, a whiteboard with the prospect’s name, or a walkthrough of your product.
Here’s a framework on how to script your message:
- Introduce yourself
- The reason why you’re contacting them
- Present the value of your product or service
- End with a call-to-action
- Thanks and gratitude
Better yet, use it in your video if you have a talent like singing or playing an instrument.
Here’s a sweet pitch by Joanne Munekawa at LinkedIn, who used her ukulele to engage a prospect.
4. Keep it short and sweet
Record a brief and impactful video to get the most replies. Prospecting videos should be no longer than 60 seconds. Shorter messages perform better, and it respects your prospect’s time.
Don’t forget to smile during your video.
5. Include an engaging email message
Incorporate text into your email message before and after your video.
The first line should introduce yourself and inform your prospect why you’ve recorded a video specifically for them. Ensure your email message encourages them to click and watch the entire video.
Then end your email with a clear call-to-action on what you’d like your prospect to do next.
6. Include a CTA at the end
Like any sales outreach, you should always include a call to action.
End your video with a clear and direct call to action on what you’d like your prospect to do. Whether it’s asking for a meeting or a response–always give your prospect’s a clear next step.
Be specific. For example, instead of asking for 15 minutes, ask specifically if they’re free Thursday or Friday afternoon.
7. Make the first frame engaging
The video thumbnail catches people’s attention and ensures they click play.
When you’re finished filming a video, find an appropriate video frame to use as a thumbnail. Or you can use video prospecting tools like Vidyard to automatically create a gif of your video and use it as the thumbnail.
The thumbnail should be friendly and welcoming, so it’s essential to have a smile. Additionally, you can hold up a sign with your prospect’s name, so they know your video is personalized for them.
8. Measure results
Consistently measure results and optimize your video prospecting efforts.
Analyze the top videos to understand what’s working and what’s not. For example, video data can help inform you on what subject lines, video scripts, or video format works best.
Get started with video prospecting
Now that you’ve learned how video prospecting can break through the noise and engage your prospective customers, what are you still waiting for?
Videos are a great way to humanize your sales approach and make a memorable first impression. Keeping these video prospecting best practices in mind, you can increase your reply rates, book more meetings, and speed up your pipeline.
