How to Amp Up Your Sales Process with 1:1 Video

Amanda Sleger on May 05, 2021

Written content has been the primary means of communication on websites since Geocities was a thing. But in the past few years, video has become more and more accessible and essential in our communication with prospects and customers.

Software like Vidyard (our personal favorite) and Loom have made it easy for brands that are looking for a more personal way to connect with their audiences through 1:1 video. In the sections to follow, we'll take a look at what 1:1 video is, how you can use it in your sales process and how to get started.

Also, check out my interview with Ali Hammoud at Vidyard on using video in sales. 👇

 

What Is a 1:1 Video?

Although most videos are made to express general ideas to a group of people, 1:1 video is recorded with only one person in mind. It's the video equivalent of a personalized email. Not only does this type of video allow you to tailor a message to the person you’re addressing, but in doing so, it creates a more natural connection with the recipient, especially when you can’t meet them face-to-face.  

Why Use 1:1 Video in the Sales Process?

The use of video for sales prospecting and customer engagement has increased 93% from 2019 to 2020. Of those who have made the switch, a whopping 94% say video achieves the same or better results than any other format. Why? 

Have you ever tried to solve a frustration with a client or vendor over email? Chances are you have. It’s also likely you’ve jumped on a quick call with that person and found the issue to be much less frustrating than you thought. You were probably even able to solve the issue right then and there. That’s the power of non-verbal communication. When you only communicate through text, you leave your tone out of the conversation, and tone is everything. Just think about how a child my respond to “Don’t touch that it’s hot” vs. “DON’T TOUCH THAT IT’S HOT!” 

Video’s personal nature helps book meetings and close sales not only through the content you convey, but through the medium itself. Video allows the viewer to see your facial expressions, hear your voice and feel like they know you. It’s hard to get that from a text-based email. Those connections are an important part of the sales process because they help establish trust in your brand.

With 1:1 video, you can go through a contract and explain its key parts one by one, completely tailored to the prospect you’re working with. It's a far more engaging way to convey the value proposition you'll need to close a sale. 

3 Ways to Use 1:1 Video in the Sales Process

When COVID-19 first hit, field sales agents suddenly couldn’t interact with customers the way they always had. They needed to somehow shift their tactics so they could safely get in front of their clients. This is when the whole world quickly learned the power of video-conferencing to replace in-person meetings. 

1:1 video serves much the same role. To capture your audience’s attention, anything you could do in-person could be transformed into a 1:1 video instead of just a boring email. Here are some common use cases:

  1. In introductory emails. When you first contact a prospect, you can immediately establish a personal connection by sending a video introducing yourself and putting a face with your name. 
  2. To explain services in a proposal. As mentioned previously, video is a great way to explain something complex to a prospect or customer in an engaging way.
  3. In follow ups to sales meetings. Follow ups are going to include information about the meeting. Plain emails can get the job done, but 1:1 video allows the same level of personalization in a format that's more likely to build connections.

Using Vidyard

There are several options for 1:1 video on the market, but we really like Vidyard. Its integration with HubSpot Sales Hub makes it an ideal choice for any business built on HubSpot products. There are tons of features that make it an excellent choice for sales growth, including a few of our favorites:

  • Analytics and tracking - This is a big one. The ability to see where someone stops watching your video or which areas they watch most frequently can tell you a lot about how they’re receiving the video, which can help you tailor your future communications accordingly. For prospects who don't watch at all, you can reach out to them another way or give them lower priority than people who are consistently engaging.
  • Branding tools - Just like payment pages or any other third-party service, some of the “wow” factor of a video is lost when it isn't properly branded with the rest of your site. Vidyard can easily match your branding to give your videos that extra bit of polish.
  • Calls to action - Every sales rep knows the importance of a good call to action. Vidyard allows you to send one right along with a video, helping to increase engagement.
  • Security features - Sometimes, you want to ensure only the intended recipient can view a video. The Vidyard software allows you to password protect the videos you send.

Getting Comfortable on Camera

“Video seems great, but I’m awkward on camera.”

Everyone is nervous the first time they do something, so it's perfectly natural to be apprehensive about using 1:1 video in your sales process. But the more you repeat a task, the more comfortable you’re likely to feel. The same goes with 1:1 video. Diving in can be scary, but we promise the water’s fine.

If you need to get more comfortable seeing yourself on the screen, the key is just to practice!. I know, I know, you wanted the “magic bullet” to fix your awkwardness, but I don’t have one. 

You can use tools like Vidyard for free, so it’s easy to run as many takes as you need. At first, you may feel a bit silly or struggle to get your words out, like you’re presenting in front of your 9th grade class on WWII and you forgot about the assignment until last night.

The best advice I can give is just to do it anyway! I use video every day and sometimes I still feel a little awkward on camera. But you know what? My leads still give me tons of positive feedback. So don’t let your nerves affect your success! 

Video is Here to Stay

Every good salesperson is looking for ways to stand out from the competition, and 1:1 video is a fantastic tactic to do so. With its growing popularity, sticking to your text-based emails is only going to feel more “vanilla” as time goes on. And who wants vanilla when they can have butter pecan. 

With so many valuable options out there, now is the perfect time to adopt this tool into your pipeline. If you need help figuring out how to use 1:1 video or just want to talk shop about your marketing, contact us! We love talking to people, and we’ll even send you an intro video before we meet. :) 

Amanda Sleger
Amanda Sleger
Amanda dreams of a world where everyone can be found on Google and the leads flow easily. Dream big, right? She is working to make this a reality by helping companies envision what clear messaging and a strong digital presence can do for them. And then after a virtual handshake (a.k.a. a signed contract), introducing them to the Lone Fir Creative gurus that will start them on their journey to lead-abundance.

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