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Aug 07
2020

Developing Online Video Sales Presentations

Posted by: Steve Marr

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In today’s competitive sales environment, the salesperson faces two significant challenges. First, the Covid 19 pandemic reduces the amount of face time available for selling. Many of us don’t like making client visits during this time and many prospects don’t want to sit across the desk from us even if we went to their office. Second, the majority of people don’t like to read, especially millennials. This includes sales literature, booklets, and website copy. The millennial prospects would rather watch a three minute sales video.

However, the key principles of marketing still apply: lead with benefits and follow with evidence.

A professional marketing video is particularly effective to demonstrate a product. A great example is the Flex Seal advertisement showing the effectiveness of the product for plugging leaks.  The ad shows a basement window where water pours into the house.  Then, the video shows what happens when the home owner uses the Flex Seal product to stop the leak. Marketing a product that requires hands on use is tailor-made for a video presentation. It allows the customer to see exactly how an item works.

 

YouTube shows marketing videos all the time. Some are very amateur; others demonstrate quality and skill. It is important to understand the difference between an amateur and professional video and how each impacts delivering an effective message. If you’re serious about marketing and selling, you need to be professional.

A well executed video provides a running  audio commentary, either recorded at the time of filming or added later. The video must be recorded with a quality lapel microphone. The result in sales will more than pay for a quality sound investment.

When starting the video, lead with the benefit and follow with your evidence. Be careful to focus on the benefit, not the feature. An excellent example are the ads currently running about gutter covers that you don’t have to clean out. Immediately, the focus is on the benefit.  You don’t have to get up on a ladder and clean your gutters once or twice a year. After establishing the benefit, the video can show the key features of the product and how it accomplishes this task. Since customers may not know your unique sales proposition, it is even more important that you start with benefits.

I helped a few companies design sales videos. They don’t need to cost thousands of dollars, but they do require focus and some time commitment.

Generally, I take an hour or two to decide how I’m going to structure the video. I rough out an outline, which is essentially the sales pitch.  Don’t skip this step. Write out a script. Then, memorize it so that you are clear and concise. Avoid the “uh” moments. Generally, it takes 4 to 6 hours to produce one video. However, you can use it over and over.

You must be very clear about what you want the viewer to do at the end of the video. That’s what we call the action step. Great videos with no action steps bring in no money.

While many individuals use YouTube for posting, I generally prefer using Vimeo Plus, which costs $84 a year. Many customers view the Vimeo link as more prestigious.

When the video is complete and goes live, do not make it difficult for a customer to click through to purchase your product or service.  Use a customized link. One great option is the free site Bitly.com. This site allows you to use customized links for each product sold.

Update your videos on a regular basis. As you become more effective at creating videos, you will want to improve their quality. Another way to update a video is to focus on changing the buying habits of your customers.

The marketing video is a tool to put a product or service in front of a customer. Even if you are making a telephone inquiry, you can request an email address and send the video. Some prospects  prefer this because it shortens the phone call and allows them to watch the video on their own. Consider getting email addresses from company websites as well. There’s nothing wrong with sending them the video.

Scripture says: “She considers a field and buys it.   (Proverbs 31:16, NIV) We need to make it easy for our customers to consider buying our product or service. One effective tool is utilizing a quality video in marketing.

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