What Kind of Video Do You Need in Sales Communication?

What Kind of Video Do You Need in Sales Communication?

Interesting Not Interesting Share Tweet “Are Salespeople Relevant to the Modern Buyer?” is the question posed in an article by Tamara Schenck about about CSO Insights’ 2018 Buyer Preferences Study. So, what are the implications for sales communication content, and for video content in sales communication particularly? Well, there’s often a great deal of creativity packed in blog articles, white papers, research reports and the like — traditional mid- and late-funnel content. But it may go unshared. Sales enablement: the case for video in sales communication Sales enablement programs, Schenk argues, should ensure that salespeople have individualized “value messages” — inspiring ideas about the buyer’s issues — for each phase of the customer’s path, and relevant to buyer roles and industries. Video is one of the two most effective content types later in the sales process, according to sales enablement research by Seismic’s SAVO Group. (Here’s a ~30-second video that makes the case for sharing videos later in the sales process.) Research reports are typical “mid-funnel” content. The study finds that charts are vastly more effective in eliminating firmly held “misperceptions” than text. How Technology is Changing the National Sales... Micromanagement: 7 Signs You’re a Micromanager... Why Your Business Needs Video Marketing The Importance of Short Videos in 2017 to Grow... KM – Which “Knowledge Product” Do You... 5 Reasons A Career In Sales Is A GREAT CHOICE What Is Sales Enablement and Why Is It...

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“Are Salespeople Relevant to the Modern Buyer?” is the question posed in an article by Tamara Schenck about about CSO Insights’ 2018 Buyer Preferences Study. At first glance, its results seem to say “Sometimes.” Most buyers only engage with salespeople after they have identified their needs. Many buyers have already identified a solution before engaging with sales. So, what are the implications for sales communication content, and for video content in sales communication particularly?

Schenk’s most telling point is that the later salespeople are engaged, the more they have to catch up. Differentiation becomes difficult because “there is less time and space to inspire with creativity.”

What can inspire with creativity? Well, there’s often a great deal of creativity packed in blog articles, white papers, research reports and the like — traditional mid- and late-funnel content. But it may go unshared. It might be unnoticed because buyers never see this content or don’t immediately recognize its relevance.

Sales enablement: the case for video in sales communication

Sales enablement programs, Schenk argues, should ensure that salespeople have individualized “value messages” — inspiring ideas about the buyer’s issues — for each phase of the customer’s path, and relevant to buyer roles and industries.

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That’s a tall order, but it helps make the case for video in sales communication. After all,…

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