Never before in the history of B2B selling has buyer behavior been more in sync with remote selling motions. To sell and attract new businesses or take buyers through the sales funnel, remote sellers must include the use of synchronous and asynchronous video. 

This has created the perfect alignment between buyer behavior and remote sales motions. Subsequently, the implementation of video in all its formats is key to keeping the sales pipeline full and ensuring a Return on Investment (ROI). 

Asynchronous videos do not occur in real-time and subsequently, will incur some delay. An email or recorded video, video voicemail, video messages, screen shares, etc, all fall within this category. They’re easier to consume, can be rewatched, shared far and wide, allow for better quality viewing and offer more control. In short, asynchronous sales messaging enables sales people to reach more prospects and start more sales conversations.

On the flip-side, creating videos does take time and a salesperson has to wait for response, once the video has been shared.

Synchronous videos occur at exactly the same time. This form of communication includes video conference calls, phone calls, face-to-face conversations, etc. However, this can cause fatigue, be contingent on bandwidth/internet connections, or result in reduced audio or visual quality. 

Use of video to create empathy and trust 

Video messaging enables a member of your sales team to show compassion and cut through the noise of today’s selling environment to build trust. Video messages or live video calls, can occur via zoom, FaceTime, or Twitter spaces, to name a few, in conjunction with other modes of communication, such as the mobile, chat or email.

The omnichannel remote selling experience is the now the hallmark of modern-selling and part and parcel ofB2B sales. 

For example, a channel sales person can send a video reminder for an upcoming meeting and then a video follow-up after the meeting, to connect at a much deeper level. Alternatively, a prospect can start a conversation over chat and receive a follow-up email with an embedded video specifically addressing a prospect’s pain points or purchasing needs. 

Personalized sales video messaging delivered through email can be tracked and measured, allowing a sales person to more effectively plan the next stage of the buyer journey. Consequently, including a video in sales emails outreach can improve click rates by a staggering 96%. 

In some instances, a client or prospect may prefer to deactivate their camera, but are perfectly comfortable with speaking to sales team member if they are out and about. This connection fosters increased engagement and trust, as the prospect doesn’t have to wait until they arrive at work or reach home for a response. 

Videos can increase a salesperson’s productivity

In today’s world, time zones and schedules matter. People in your team may find it difficult to attend video calls at a fixed time. They might be receiving calls at the expense of their productivity. 

On the flip side, recorded videos allow plenty of flexibility. Your team can watch (at whatever speed they like – they can speed the video up, too) when it’s suitable for them, and even re-watch if required. 

Feedback videos

When you’re not in the office, a salesperson can substitute a feedback loop with a quick video, when they cannot meet a sales colleague in person. This is better than sending multiple texts or emails which not only take time to review, but may not convey what they’re trying to say due to lack of vocal expression. 

Product demonstrations via video increase conversions

Recorded and live product demonstration can supplement showrooms by augmenting the user experience from anywhere in the world. 

In the B2B world, this means that sales are able to provide additional personalization within all their interactions, thereby allowing prospects to take the lead to explore and shape their own experience for the most value. 

• 90% of customers state that product videos help them when making purchasing decisions. 
• 64% of customers are more likely to buy a product after watching a video. 
• Importantly, recorded product videos can be repurposed on a company website, social channels or personal live call, thereby decreasing the cost of sales and maximising reach. 

Video content is easy to consume and allows a prospect to retain more information. A salesperson can convey tone and expression effortlessly to reinforce the intuitu personae so crucial to establish with a client. 

Video streaming services are leading to success

There are many steaming platforms used to showcase a product or service: from social media platforms to Microsoft applications, virtual event apps or Zoom. Therefore, using the right streaming service to deliver a successful campaign is vital. 

Most people are visual learners. Therefore, if a prospect can see your sales person whilst speaking about your product or service, how it works, and how it could benefit them, they are more likely to engage with your sales person in a conversation. Importantly, executives are more likely to take action via a video. A Forbes report: Video in the C-Suite indicates that 65% of senior executives have visited a vendor’s website after watching a video and that 59% of decision makers prefer to watch a video rather than reading an article. It is also easier to retain information, thereby increasing sales conversion. 

Prospecting via video enables a sales person to stand out from the crowd and capture their attention. In this instance, the seller can introduce themselves, provide their value proposition and have a call to action. “These are methods we use for our own prospecting. In a daily life made of multiple solicitations, a video message is much more memorable than lines of text: the pitch is fluid, the seller’s intention is clearly conveyed, intimacy is created,” observes Alexandre Barthel, Global Head of Demand at Webhelp. 

Another popular personalization method is to include a screenshot of the prospect’s LinkedIn profile or website within a video. This highlights the effort a sales person took to research the prospect on LinkedIn and learn more about them.

Harnessing videos in proposals

Remote sellers can go beyond sending an email with an attached proposal and actually record a video outlining each point of the proposal and the next steps. It can even be useful when going over any legal issues and contract details. 

Finally, the seller can create a video thanking the client for their time and handing over the client to the Customer Success manager or other members of the business. 

Video as a training and equipping vehicle

Should you need to guide your team on how to use a particular type of software, or if you need to provide step-by-step instructions on a task, how-to videos are ideal. These types of videos are great for knowledge sharing and are also perfect for reaching out to the B2B audience. 

Video streaming services are leading to success

Although we can’t choose the video steaming platform for you, we can tell you what has worked for our clients to build successful relationships, engagement, and revenue growth. 

Using channels such as video, social and digital marketing to drive sales, meet targets, ramp up new service offerings, track and measure video engagement with prospects, is fuelling the B2B sales pipeline. 

Furthermore, joint content creation between talented, multilingual teams, using video streaming, enables a collaborative and flexible approach leading to new and recurrent sales.​ 

Video plays a significant role with driving sales through engaging social channels and digital marketing platforms, when displaying service offerings, thereby providing the quintessential omnichannel selling. 

Video enables businesses to be innovative and to differentiate themselves amongst their competitors. We believe that understanding the power of technology and a human mindset approach, connects you with your customers to achieve the most value. With video becoming a strong contender due to growing audience popularity within the digital space, we believe it has untold power to deliver a game-changing experience.