The Pros And Cons Of Using Video For Sales

When you can’t visit with your clients and prospects face to face, video is a close second. By using video in your sales and prospecting efforts, you can stay visible in an engaging way. Your target audience can see you, read your facial expressions and hear your tone of voice. You can’t convey these things via email, making video a useful tool when you want to establish rapport and connect in meaningful ways.

Erica Schultz, chief marketing officer for RAIN Group, predicts video will become even more popular in this new world of virtual selling. If you want to get started using video in your sales efforts, read on. We share Schultz’s breakdown of the pros and cons of video in this issue of Promotional Consultant Today.

The Pros Of Using Video

  • You build rapport. When people can see you, they naturally feel more connected to you. By seeing your face, they can get to know you on a deeper level.
  • You add a personal touch. When you keep the video on during a meeting, you show your human side. Your clients and prospects see that they are talking to a real human, not a faceless business.
  • You can build trust. People do business with people they know, like and trust. By using video in your sales efforts, you help grow these factors. A Zoom survey revealed that 82 percent of respondents said there was a greater sense of trust with video meetings. Schultz points out that trust is essential in sales, so turning your video on is a smart move.
  • You can mirror. Mirroring is an effective way to build stronger connections and trust. When you and your client both have your video on, you can easily match the buyer’s energy and body language.
  • You can monitor engagement. With video, you can better understand the situation through nonverbal communication. You can see when your client or prospect is nodding enthusiastically and when they are distracted and looking at other screens. Video allows you to check in and adjust to keep engagement levels high.

The Drawbacks Of Using Video
While video offers many advantages for sales reps, you should also take note of some potential downsides.

  • Your energy can get sapped. In this new sales landscape of Zoom meetings, often back to back, be sure to take time to recharge. Schultz recommends always trying to space out your calls so that you do not have video calls one right after the other.
  • Your mistakes are more visible. In face-to-face meetings, you do not sit across from someone and stare at them for an hour. In video calls, all eyes are on you. This means that any mistake you make is much more visible than if you were in a large conference room with many other people.
  • Your background scene reflects upon you professionally. What is in the background of your video calls? Do clients and prospects see stacks of dirty dishes piled up in your kitchen or heaps of laundry teetering on your couch? Make sure you stay cognizant of your background and present a professional image.
  • Your buyers expect professionalism. While you might be accustomed to wearing comfy shorts or yoga pants to your home office, you are wise to dress professionally on video calls. This means dressing your best, fixing your hair, and sitting up straight. Video doesn’t allow room for slacking off.

When you want to establish rapport virtually, start by turning on your video. Just be sure to schedule your video calls in smart increments so you can avoid Zoom fatigue. Also, take note of what’s behind you to present your best self. Relationships are key to making sales, so when you can’t see someone in person, your next best option is to connect via video.

Compiled by Audrey Sellers

Source: Erica Schultz is chief marketing officer for RAIN Group, a global sales training and consulting firm.

filed under July 2020
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