To hook your prospects and actually close deals using sales videos, you’ll have to learn the nuances of video storytelling. 5 video storytelling techniques for sales teams: 1. What makes a great lede? Show, don’t tell Who’s more credible, you or a research firm like Forrester or Gartner? Let them do all the talking and rather than telling customers how they’ll benefit with phrases like “I promise you’ll see results,” or “It will work for you,” show them by citing research. You can even emphasize these pauses as a storytelling technique to create anticipation right before or after key points. To see this in action, watch how the late Alan Watts punctuates his speeches with silence: Once you think you’ve got it down, have all the other salespeople around you commit to calling each other out when they hear filler words. Well, they’ll have to schedule a call to know more. Use analogies Great storytellers move the narrative along by shortening things up with analogies and you can do the same with sales videos. Frodo returns to the Shire, Simba becomes king of the savannah, and all great sales videos summarize the lede that they began with and offer a call-to-action.
There’s really no way you can blow your credibility with buyers faster than the four words, “But wait, there’s more!” We all know what’s about to follow: Listeners are going to be sold something.
Nobody likes to be sold to—they want to feel engaged, respected, and treated like rational human beings with many options and the right to walk away. Yet, when salespeople are new to video, they can come across like late-night infomercial hosts pitching some sort of slap-chopping kitchen appliance.
To hook your prospects and actually close deals using sales videos, you’ll have to learn the nuances of video storytelling.
5 video storytelling techniques for sales teams:
1. Hey! Start with an abrupt lede
David Ogilvy, father of modern advertising once said, “Five times as many people read the headline as read the body copy.” The same principle holds true for storytelling, where people really do judge books by their cover, and for video, where research shows that you only have a matter of seconds to capture your viewer’s attention. Hook them early with a powerful lede.
What makes a great lede? It should be abrupt, attention-grabbing, concise, and talk benefits, not features. Here’s an example:
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2. Show, don’t tell
Who’s more credible, you or a research firm like Forrester or Gartner? Our point precisely. Let them do all the talking and rather than telling customers how they’ll benefit with phrases like “I promise you’ll see results,” or “It will work for you,” show them by citing research. Use statistics and quotes in your video, and even highlight them on your whiteboard.
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