Sales Video Formats Driving Conversions

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Videos have taken the center stage when it comes to connecting with the consumers. The consumption of video content has increased over the time with 1/3rd of online activity comprising of video watching. Videos are not only favored by consumers but also a favorite of marketers. Marketers who use video have witnessed their revenue grow 49% faster than non-video users. Thus, video has become a key communication medium for brands looking to generate tangible results from marketing.

As the popularity of video has grown, brands have deployed videos across the buyer’s journey. Incorporating videos have helped marketers generate 66% more qualified leads per year. Brands have extended this popularity of video marketing in sales to strike a more meaningful conversation and add the much-needed emotional element on the cold calling approach. Cold calling sales has been around decades and only 28% of sales representatives find it effective. While cold calling might be a tad better than the robotic telemarketing, they are both impersonal, pushy and lack empathy.

Including sales videos, enables brands to get the storytelling back into the buying process. Whether the conversation is about a follow-up, educating customers, informing customers, or a product demonstration, using video in sales can be beneficial in generating conversions for the business. This has further been strengthened by data that says nearly 90% of sales report the importance of accessing video viewing data to qualify leads, engage prospects of influence leads.

Let’s dive further in the article to explore the varying formats of sales and the best practices to create a high performing video that increases the likelihood of conversions.

What are Sales Videos?

Before delving into the details of the different sales video formats, it is best to understand the nitty-gritty of the sales videos first. Sales videos are content created with an objective to pitch a product or a service to the prospects. The aim of the video is to generate an interest within the prospect and advance the conversation towards conversion.

The focus of the sales video lies in creating a conviction within prospects for product or a service.

The sales videos should not be pushy, forcing the prospect into buying a product or service. Prospects would not prefer being pushed to make a purchase these days. Hence, it is vital to create a story that addresses the pain point of the prospect. Sales videos that narrate a story providing problem-solution approach tend to attract the attention of the prospect far better than a pushy video.

Knowing the approach of sales videos, here are few tips to build video of sales.

How to Use Sales Videos?

Be concise:

Create short sales videos that are minimum 1 minute or max 2-2.5 mins. Teaser sales videos should not be more than 30-45 seconds. Product explainers or demonstration videos should be kept at three minutes or less. In today’s world where short-form videos have gained prominence, business owners too prefer short videos to understand the concept and thereafter connect with a salesperson for a demo. With time being equal to money these days, lengthy sales videos can deter the prospect in viewing the message.

Personal Touch:

Best sales videos have custom thumbnails created in brand colors that address the prospects business problem. Addressing challenge and providing solution that resonates with the potential client, goes a long way in steering the conversation ahead.

Continued Conversation

Ending sales videos with customized CTA that direct users with an action to read more or connect with sales representative or a form can generate a tangible action from the prospect. Building sales videos that convince the prospect to click the action leads to a continuation in the sales journey. Following up with relevant sales videos, brands can move the prospects further in the buying cycle. Adding CTA based sales videos as a sales tactic, businesses can build a nurture program from awareness to purchase stage for every prospect.
Now, let’s further look at different types of sales videos brands can use to accelerate conversions.

Different Types of Sales Videos

Screen Share Video

When it comes to purchase, feeling of seeing a product or a service before drives the buyers compared to an online repository/picture-based catalog. Screen share videos are great for product explanations, email prospecting and product walkthroughs. Brands can use this video to easily explain complex topics that usually leave the buyers uninterested towards the end.

Sales reps can identify the pain points or challenges the prospect faces and then record screen share explaining why the product or service is an ideal for the prospect. Screen share videos can be made more engaging by adding webcam at the same time and adding the face to the corner of the video. Using screen share videos, reps can highlight a particular product feature, benefit compared to the competition that convinces the prospect and moves them further down the sales cycle.

Additionally, sales reps can customize the video by adding a thumbnail similar to the prospects profile like website/app/LinkedIn profile that gives a sense of familiarity to the prospect. This strategy encourages the buyers to click the video and know more about the product.

Webcam Video

Webcam videos are a step closer to in-person interactions. Ideal video format for introductions, relationship building, and email prospecting. Webcam video involves a sales rep recording themselves on a camera while talking about product features or benefits. Having a human face helps prospect strike a connection in the early stages of the sales cycle.

Sales rep should initiate the video immediately addressing how their product or a service helps the prospect. Introducing themselves and the solution, webcam videos familiarize prospects and elicit the emotional quotient of the sales cycle.

Webcam videos should be relevant to the prospect to generate a response. Reps should intrigue their prospects by adding a layer of personalization with a thumbnail of their signature, or a placard with company’s product name/sales rep name.

Personalized Video

Personalized videos are a combined effort of sales and marketing aimed at driving more sales for the business. Marketers can facilitate the sales rep create personalized videos that appeal to individual buyer segments. Personalized videos are ideal for moving the prospect through the funnel, engaging with multiple similar target audience, and product explanations without a custom demo.

Leveraging video software, marketers can add personalized snippets like names of prospect or sales rep, LinkedIn snapshots, into a pre-recorded video and then culminate the video with a link to the salesperson’s calendar. This leaves prospects with a feeling that the video was created only for them and drives them to book the appointment with the sales rep. Since these videos are built on software, it is easy to replicate the formats and create dozens of videos targeting the many prospects.

Product Video

Product videos are an engaging way to capture the interest of your audience amongst the information overloads. 26% marketers have cited “product how-to-videos” as a top inbound marketing priority for their company. Product videos not only aim at saving time but also demonstrate the product functionality in action.

Creating product videos and including them as part of the buying cycle helps build trust for the prospect. Product video show the reality of the product or service that prospects would like to know before considering a purchase. Combining product videos by everyday use scenarios, can convince the prospects on the benefits of the product far higher compared to a catalogue or a pitch presentation. The only focus of product videos should be communicating the benefits and features, thus ensuring that it is short and engaging and not lengthy.


It is time to include videos in your sales pitches that help in building engagement, trust, and credibility with your prospects. Using a combination of these different formats’ buyers can move the prospect through the sales funnel and create advocacy-led sales videos to attract different prospects. Success of sales videos lies in tying the format with the buyer’s need and the sales rep’s objective. In the absence of a clear actionable expected from the prospect, sales videos lose their impact. Sales reps can use a wide variety of metrics to determine the impact of sales videos like email open rates, appointment booked, deal closure time etc. The key is to have all your homework done about the prospect and the market before implementing sales videos for your business.

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DGsaga is a strategic digital consulting agency that expertise in amplifying your story on digital channels. We build your brand by narrating stories that deepen relationships with your consumer across digital channels.

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