Leads should be nurtured throughout the sales cycle, from first point of contact to post-sale aftercare. Developments in technology mean that this can now be done more effectively and more efficiently than ever before, with the use of online video presentations.
So how can video presentations be used at different stages of the sales cycle to drive leads forward and ensure repeat business? Here we provide some ideas on the type of content you could be using at various stages of a sale.
Generating brand awareness begins with finding a way to make someone who’s never heard of your company before engage with you. Many companies use video as a medium for this, and a brief and interesting video presentation on YouTube that teaches your audience something useful about your industry is a great way to introduce people to your brand.
Now that you’ve got someone vaguely interested in your offering, you need to convince them to give you their personal details. The most popular way to get this information is to offer something valuable in exchange. Whitepapers work well, and a short video explaining why your whitepaper is so useful can increase uptake further. Even better, instead of a whitepaper, offer a fun and informative video that people can sign up for.
Video can also be used in the early stages of the sales cycle to nurture leads you haven’t yet spoken to in person. Useful, informative content, as well as details on offers, works well in video format in place of text emails. A video link can be as much as three times more likely to be clicked than links to the same content in a different format, so this can have a huge impact on your conversion rates.
Introduce Your Salesperson
If you sell remotely, you’ll know how difficult it can be to build relationships over the phone. Even in the early stages of a sale, it can be difficult to build a rapport with the prospect if he or she has never met you face-to-face. Having each of your salespeople record a short introductory video can be a great way to let prospects picture the person they’re talking to, and can start eventual face-to-face meetings off on a much better foot.
Every salesperson knows that when you’re working to break into a new account, sometimes you have to start at the bottom. An intern who’s a huge fan is great, but they’re unlikely to have any influence over buying decisions. So how can you get your message in front of the people who need to see it – and be sure that it’s told well?
Rather than trust your contact to explain your message in the most persuasive way, record a ‘company introduction’ presentation that provides a brief outline of the products and services you offer, and send this to your champion who can pass it on to those who have control of the budget. This way, you get to explain your message in your own words, and can be far more persuasive – making it more likely that the decision makers will take notice.
Similarly, if you have outlined a solution to your prospect, you don’t want them to get confused or forget the reasons why they should buy from you. Sending them a brief outline of the product or service they have expressed an interest in after your meeting will help to remind them of why they should buy it, and keep you fresh in their minds.
Nurturing does not end after the sale. Rather than just ‘touching base’ with your client, provide them with useful content that will enhance their experience. Send them a video that will help them get the most out of your product or service. For example, if you offer e.g. a piece of software that clients must learn to use, sending them an introductory training video can be a great way to provide cheap but affordable aftercare.
Up-Sell and Cross-Sell
Post-sale, video presentations are a great way to follow up with a client and offer up-sell and cross-sell options. Pre-record a set of videos outlining your offerings and send them the ones that are most appropriate to them.
Ultimately, video presentations are a great way to engage with leads, prospects and clients throughout the sales cycle, and when used properly, can really increase conversion and retention rates.