They Ask, You Answer, 2nd Edition

39 The Selling 7 7 Videos That Will Immediately Impact Sales and Closing Rates

As we’ve already said, inducing trust is the main reason for a business to use any form of selling video. But once you move past trust and pose the question of “why,” the answer should always start with sales, not marketing.

That’s right. Video is a sales initiative.

Whether you’re B2B, B2C, service, product, e-commerce, or whatever, your goal is to induce enough trust to make more sales for your organization. This is why your sales team should feel as if almost every video you create is another tool in their toolbox that will lead them closer to their goals. Fact is, they should be thrilled when they hear another video has been produced.

Sadly, too often when companies produce video content, they don’t focus on what actually generates the greatest ROI and trust. As a result, the sales team often believes those videos are “marketing fluff,” presenting little to no use in the sales process.

For example, the number one video we see companies invest in and create first is the “about us” video. “About us” videos may be nice, but when was the last time your sales team said: “I can’t wait to start using our new ‘about us’ video in my sales pitch!”

Likely never.

What sales is looking for, as you know, is content that will overcome prospect concerns, address common fears, and clearly answer buyer questions. If we were looking at this in terms of the traditional buyer’s funnel, we would focus on the types ...