Have you noticed a gap in your sales process where leads seem interested but somehow never make it to a close? Are your audience’s fears, issues and concerns stopping them from converting?
In the competitive hustle of today’s market, a standout strategy is essential for closing sales. Video has emerged as a game-changer, promising to transform the traditional sales cycle. But how exactly does it bolster your team’s ability to close deals?
This article digs into strategic points within the sales process where video can be interwoven to not only streamline operations but also significantly improve closing rates. From initial contact to the final pitch, discover how video can be the key to unlocking a more effective, engaging, and successful sales approach.
What can video do for me?
Video marketing is not just a trend; it’s the quickest way to supercharge your sales cycle, promising to, at a minimum, double the effectiveness of your communication efforts.
Its dynamic nature allows for rapid absorption of information, 60,000x faster than text, turning complex ideas into quickly digestible content.
By conveying emotions and detailed concepts with precision, video reduces the risk of miscommunication. When videos are created in an unbiased and educational manner, this clarity fosters trust, making customers feel supported and informed.
As your audience grasps information swiftly, your sales team can move leads through the funnel more efficiently, boosting closing rates with visual storytelling.
How can video improve my sales cycle?
Building on this, this section of the article will run you through all the points in the sales cycle when video could be incorporated to increase the efficiency and effectiveness of the whole process.
1. Finding leads
Video streamlines the journey from prospect to lead, making it a powerful tool in your marketing arsenal. Through the creation of educational videos displayed on your website and social channels, you can capture the attention of potential leads with ease.
Considering that 82% of web traffic is propelled by video (CISCO), leveraging this medium is a strategic move for any forward-thinking business. Not only does video attract new leads, but it also distinguishes you in a crowded market, elevating your brand above the competition.
Only 5% of an average company’s website is made up of video, meaning up to 75% of traffic is being missed. This is a significant opportunity for any company willing to jump on the video train.
Videos to attract these leads can come in the form of:
- Educational content about the industry
- Transparent content about your business (including problems and pricing)
- Problem-solving content to support your buyers and build community.
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2. Connecting with leads
Enhancing and streamlining communication and connection is crucial for an efficient sales journey, helping to avoid miscommunication.
Integrating 1:1 or 1: many videos into your outreach and follow-up emails can personalise the experience, build trust, and help the process run smoothly.
When you employ video to engage with potential leads, you establish a rapport and provide a personal touch. It’s about giving your leads a face to connect with, which can greatly ease the initial stages of your relationship. This visual introduction can make your audience feel at ease, as they’re not just interacting with ‘an unknown and potentially untrustworthy salesperson’ but with a real person.
With video, you can convey emotions, demonstrate your genuine interest, and share your passion in ways that text-based communication can’t capture. This can create a memorable impression, setting you apart from competitors and keeping you at the forefront of your audience’s mind when it’s time for them to make a decision.
3. Qualifying leads
Qualifying leads is an integral feature of the sales process, yet it’s one that video can expedite. By producing content that introduces your team and outlines your services, you grant your audience a transparent view of what you bring to the table and your device’s capabilities. This clarity empowers potential users to self-qualify and to discern if your technology aligns with their needs.
This self-qualification process not only saves precious time for you and your sales team by filtering out ill-fitting leads, but it also streamlines your sales pipeline, ensuring that only the most promising prospects are engaged. This strategic approach leads to a more efficient sales cycle, allowing you to focus on leads with the highest conversion potential.
4. Addressing your audience's fears, issues and concerns
Alleviating your audience’s fears, issues and concerns is often the crucial nudge needed to finalise a deal. Where once an email, phone call or in-person visit would have been the go-to solution, video now offers a more compelling approach.
Crafting video content tailored to address your audience’s specific concerns can significantly enhance the sales process. By incorporating these videos on a dedicated page on your website or sending them directly to your prospects, you have the opportunity to pre-emptively answer common questions and dissolve uncertainties in an easily digestible format.
The impact of this will be a move towards productive sales, where 80% of the questions commonly asked by the audience are answered before the sales call.
This strategy not only demonstrates your understanding of their needs but also reinforces the sense of reliability and responsiveness of your brand.
What does this mean for your sales team?
Hopefully, now you have a better understanding of how video can streamline your sales funnel and help increase your closing rate.
As we’ve explored, skilfully integrating video throughout the sales process can dramatically shorten sales cycles and improve closing rates. From the first engagement to the adoption of your technology, the power of video to captivate and convert has never been clearer.
It’s time to harness this medium to optimise your sales strategy, ensuring every interaction is as compelling as it is effective. Implementing video isn’t just a tactic; it’s a transformative move towards a more connected, persuasive, and fruitful sales journey. Take these insights and turn them into action — let the video be the catalyst that drives your sales success to new heights.
To learn more about how customer-centric content can boost your sales team head over to our learning center.
Video with Podymos
Are you aiming to communicate more effectively with HCPs and patients? Do you aspire to deliver high-quality MedTech video campaigns and integrate this into your sales process? You’ve landed in the right place.
Podymos is a dedicated healthcare marketing agency, specialising in downstream medical device marketing. Our services might be a bit pricier than non-specialised agencies and freelance teams, and that’s because our exclusive focus on the medical device space equips us with specialised knowledge and expertise that others might not offer.
For compliant campaigns that align with your business objectives, we’re here to assist. Simply provide your contact details, and we’ll reach out promptly for a no-obligation discussion.
