Learn how sales videos can help you win more deals [Tips, Techniques & Examples]

Victoire Léveilley

December 11, 2023

Remote Works

Hi fellow sales rep! And hello to all those who want to understand how video prospecting and especially sales videos can revolutionize the work of your sales team.

Tired of getting no response to your prospect emails? In fact, they didn't even open your email? The more you think about it, the more you realize that it's been a long time since you closed a deal. You're desperately surfing Google for a miracle recipe for effective customer prospecting?

You've come to the right place. In this article, we take a look at how sales videos can take your sales process to the next level and help you win more deals.

What are sales videos?

Sales videos are short, high-impact promotional videos that support you during the sales process. They can be used at all stages of the sales process (cold, warm, hot contacts, tutorials, new product demos...).

They're a way of replacing impersonal emails that your prospects don't open, or long hours spent on the phone or in meetings to onboard customers.

In a world where more and more business takes place online, using videos helps you build personal relationships with your customers. Trust is the name of the game, especially online. Sales videos give your prospects a face to attach to your brand. The human touch in videos helps in building a personal connection that goes a long way in the sales journey.

What are the different types of sales video?

Sales videos come in various formats, each serving a specific purpose in the sales process. After all, videos aren't just for marketing. Salespeople can benefit a lot from them too.

Here I explain the different types of video that exist. At the very end of this article, you'll find some relevant examples to inspire you.

Introduction videos

Introduction videos serve as a professional handshake in the world of sales outreach.

These videos provide a concise introduction, establishing who you are, your role, and the purpose of initiating contact. These videos add a personal touch to the initial outreach and this can be more effective than impersonal cold email text.

They can be very short and punchy (around 30 seconds) or a little longer to give context. However, they should rarely exceed 2 minutes 30, otherwise the viewer loses interest.

Product demo videos

Product demos showcase the features and benefits of your product or service in action. Thanks to a video recording, you can walk through the product, highlighting key functionalities and demonstrating how it solves a specific problem or meets a need.

Customer testimonial videos

With this kind of video content, you can give a voice to satisfied users sharing their positive experiences with your product or service. You can then share these videos with your prospects when presenting your solutions.

At Claap, for example, we're very proud of the way our all-in-one video platform has helped Revolut cut 20% of their meetings or how Surfe cut 10 days off their sales cycle with Claap.

Having real people commenting on your product in video makes things very real for your future prospects. They can identify with them. Testimonial videos clearly provide social proof and build credibility.

Explainer videos

When complexity needs simplification, explainer videos step in. These videos employ visual aids and concise storytelling to clarify concepts, products or services you want your client to understand.

By breaking down information into digestible segments, they enhance comprehension and engagement.

If I were to introduce Claap to a customer, I'd show them this video to explain the concept of “less meeting, more doing”, for example:

Animated videos

Most often, animated videos are used as explainer videos. They are ideal for demo storyboards.

Animated videos use animation to convey information in a visually appealing and engaging way. They are great for explaining complex concepts or processes. It's almost like watching a cartoon.

Case study videos

The best way to get your prospect to really imagine using your product is to offer them a case study. Case study videos narrate the customer's journey, emphasizing their problems, how your product helped, and the positive outcomes.

How-to videos (tutorials)

You've just developed a brand new feature for your product. Congratulations! But now you need to make sure that your existing customers understand and can use it... What better way than with a good old-fashioned tutorial?

Imagine you're a Claap user and you don't yet know how to take meeting notes with Claap... It's all explained in the video below.

Video Sales Letter (VSL)

Halfway between marketing and sales, video sales letters are the video version of traditional newsletters regularly sent to customers. To the traditional sales letter are added visuals, audio, and dynamic storytelling.

Event recap videos

You've just met a lot of people at a big event with lots of potential customers? A good idea is to put together a quick video recap of the event to summarize key takeaways from your participation.

Such videos can also be a good entry point for a first cold contact.

Follow-up videos

A fun and engaging way to follow up with a customer after a sales meeting is to send them a short and personalized video message. There's no doubt about it: your prospect will remember you.

During this video, thank your caller for their time, recap key points, and address any concerns raised during the interaction.

Team training videos

Let's not forget the training videos. They're not intended for your customers, but rather for your own sales teams.

You're not born a salesperson, you become one, and that takes a lot of practice and training. In particular, your teams can regularly consult the best practices and successful pitches of other team members on their team wiki.

How can your sales team benefit from sales videos?

Increase your response rates. Your sales/business development representatives may experience higher reply rates with funny engaging video sales than with impersonal cold emails;
Enhance communication. Communication will be easier, because you'll be able to express complicated ideas simply with video content. Communication will be improved both between your company and your customers, and between your product team and your sales team;
Build trust. It will be easier for you to convey a feeling, express a sentiment, communicate impressions... In short, to be human through video. That's how you build a relationship of trust with your prospect;
Save time. You won't need to worry about every sentence to follow up with your customer. Of course, you're not going to say nonsense in a video, but it’s more casual than written content so it will take less time to work on follow-ups;
Better guide the buyers in the sales process. Your account executive will be able to share product demos, customized videos and customer testimonials to better guide clients through its journey;
Efficient onboarding, especially for new hires;
Provide data-driven insights. Video analytics provide valuable insights into viewer engagement. By analyzing viewer behavior, your team can refine their approach, focusing on what resonates most with clients.

What makes a good sales video?

It’s engaging right from the start

Just like in a conversation, first impressions matter. In a sales video, you need to grab your audience's attention from the very first seconds.

To get it right, start your video with something compelling. It could be a surprising fact, a relatable problem, or a visually striking scene: the possibilities are endless with video. This initial hook will set the tone for the rest of the video.

It has a clear value proposition

Viewers should quickly understand what your video is about. As you’re recording a sales video, your viewer has to understand what your product or service is and does, and why it's valuable to them.

How to achieve it? Clearly articulate the problem your product solves and the benefits it brings.

It offers a compelling storytelling

People connect with stories. A good narrative makes your product more memorable and relatable. Above all, video allows you to showcase yourself and your product.

So I advise you to share a story that resonates with your audience. It could be a customer success story, a journey of discovery, or even the story of how your product came to be. Make it authentic and emotionally engaging.

It’s visually appealing

Humans are visual creatures and love videos. You can probably guess, considering the amount of time we waste on Netflix... A visually appealing video is more likely to hold attention and leave a lasting impression.

Use high-quality visuals for your sales video, whether it's product shots, animations, or real-life scenarios. Pay attention to the overall aesthetics, including color schemes and branding.

It integrates a strong call to action

After watching the video, viewers should know exactly what step to take next. Email you back? Sign up for a trial? Send you a partnership request? Accept you on a specific network? A clear call to action guides your prospects in the direction you want.

How to record a sales video with Claap

It’s super easy to record a sales video using Claap. Let's say you want to record both your screen to demonstrate your product, and your webcam to deliver a video message.

Sign-up to Claap;
Add the Claap extension to Chrome and add it to your toolbar;
Click on the button “New Claap” on the top left of your screen to start recording your video (make sure you allow your browser to access camera and microphone);
Give a name tour your video (“product demo US” for example);
Choose to record either your camera only, you screen only or both screen and camera by clicking on the appropriate button;
Click “Record Claap” and pick the tab or the screen you want to record;
Here you go! Go through the script of your product demo as you have planned, of course combining gestures with speech, since you can record your screen and camera at the same time;
Click stop recording;
Share your Claap to your audience, by copying and pasting the link in an email for example. You can choose to share a private link for your team only or a public link for your prospects.

Tips & Techniques for recording an effective sales video

Choose a software allowing you to easily share the video with your audience: With Claap, you can share your videos super quickly via emails to your prospects. You can also attach them to a video library to share several relevant videos with your clients;
Grab attention quickly: Think of it like catching someone's eye across the room. Your video needs to hook people in the first few seconds. Maybe start with a bold statement, a problem they can relate to, or something visually striking;
Tell a story, not a lecture: Nobody wants a boring lecture. Share a story that connects with your audience. Make it personal, show how your product or service fits into their lives like a missing puzzle piece. People remember stories, not data dumps;
Keep it simple: Keep your statement simple and straightforward. Avoid jargon and complicated explanations. If a kid can't understand it, you might be overcomplicating things;
Show, don't just tell: Don't just talk about your product, show it in action. Visuals speak louder than words, it’s the whole point of videos;
End with a clear call to action: Be clear about what you want your audience to do next. Whether it's making a purchase, signing up, or contacting you for more info, guide them;
Remember, it's not about being flashy; it's about being real and relatable: People buy from people they like and trust. So, be yourself, and let your product shine.