3 Reasons Your Sales Enablement Strategy Needs Video

3 Reasons Your Sales Enablement Strategy Needs Video
August 16, 2013

three-reasons-your-sales-enablement-strategy-needs-videoA successful sales enablement strategy has many components, numerous contributors, and requires collaboration across an entire organization.  The goal, of course, is to improve sales productivity and effectiveness by better preparing reps with the skills and content they need to be successful.

One key to accomplishing this is identifying an efficient means of training reps.  You also need to provide reps with a reliable method of gaining insight into the interest levels of their prospects.  Additionally, sales enablement efforts must continually support reps by providing the right content at every stage of the sales cycle.  Video can play a pivotal role in each of these areas. 

Let’s take a closer look at three reasons why every sales enablement strategy needs video.

1. Reduced training costs

Live, in-person training is often accompanied by scheduling hassles and expenses incurred as a result of travel and productivity loss while reps are out of the field.  By shifting at least part of your sales training to on-demand or blended learning format, reps can fit training modules into their daily schedules whenever and wherever it’s most convenient for them, without sacrificing valuable time in the field.

By using on-demand video for sales training, managers can combine the desirable elements of in-person training, like higher engagement and interactivity, with the convenience of mobile-ready, on-demand learning capabilities, to deliver a better training experience and reduce training-related expenses.  This affords reps the flexibility to learn at their own pace, test their knowledge and review concepts, while also boosting sales productivity. 

By freeing up time that they would have spent repeatedly delivering live training sessions, on-demand video training enables sales managers to devote more time to identifying and replicating winning sales behaviors across their teams.

2. More insightful prospecting

With traditional prospecting methods like plain text emails, the important points of your message can be easily skimmed over, or the entire message could reach the trash without ever being read. 

Using video for prospecting not only offers a more engaging communication method to help increase the likelihood that your message will resonate, but it also provides reps with a level of insight into the effectiveness of their communication that plain text emails simply cannot.

For example, through a variety of tracking options and extensive analytics with Brainshark, reps can learn who viewed their video, when they viewed, where they viewed, and most importantly how much of that content the prospect viewed.

This enables reps to use insight from analytics to prioritize follow-up by the most interested prospects.  Reps can identify which areas of the videos their prospects spent the most time engaging with so they can better prepare to discuss topics of interest and ultimately serve as a more valuable resource.  By facilitating a more meaningful conversation based on insight from analytics, reps can more effectively advance more deals to close.

3. More valuable communications throughout the sales cycle

Once a rep has identified an interested prospect, it’s crucial to the success of the deal that the rep continually engage in valuable communications with the potential buyer.  It can be challenging to keep the communication going by relying on connecting by phone or in-person meetings, yet (once again) text-based emails often don’t effectively capture the attention of the potential buyer.  

With video, reps can continually communicate with prospects and customers by providing engaging, targeted content at each stage of the sales cycle that adds value to the conversation.  Since video content can be accessed on-demand, the potential buyers can engage with your content at a time when they can best devote their attention to it.

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