business trends

Should You be Using Live Video in Your Sales Process?

By Tom Banks

5 minute read.

If you work in sales or marketing, unless you’ve been living under a rock the last few years, you will be well aware that personalization has been the big trend to really get an audience’s attention. Whether it’s marketing emails, newsletters, tailored sales emails, etc. we’ve all absorbed the critical importance of showing people and businesses we understand them personally.

However, there’s a growing problem with personalization: everybody’s doing it in some form or another. There’s a whole host of automation tools we can create seemingly bespoke, never ending streams of emails.

And people are getting savvy to it. Most of us can spot an email that’s been sprinkled with magic, automated-personalization-fairy-dust. That’s not to say that well crafted automated emails don’t still have a place in your sales process. However, the most innovative companies out there have begun to understand that the problem isn’t personalization itself, it's that personalization done in exactly the same way as everyone else kind of defeats the purpose of trying to be personal in the first place.

The logical conclusion then, is to look for other ways to introduce more impactful personal touches to your sales process. And what could be more personal than speaking to people face-to-face, having real-teime conversations?


Live and direct: Evolving the personal sales conversation

Chances are, you or your company are probably using video content in your sales or marketing process already. Whether you’re sharing recorded videos across social media or presenting product or customer case videos on your website or email campaigns, you have some insight on how effective video communication can be. Some studies have shown that up to 4x as many consumers prefer to learn about a product via video than having to read about it [source].

But whilst the utilization of recorded or on-demand video content is now a regular part of many sales teams’ arsenal of weapons of mass persuasion, they could still be leveling-up further by introducing live video communication and getting personal with prospects like never before.

Inside sales teams are often reliant on nurturing leads from emails, distributing relevant content and answering questions, towards getting them on the phone to develop the conversation.

But whilst the utilization of recorded or on-demand video content is now a regular part of many sales teams’ arsenal of weapons of mass persuasion, they could still be leveling-up further by introducing live video communication and getting personal with prospects like never before.

What if you could move the conversation not towards a phone call, but into a video call, or a video meeting when you’re in touch with multiple contacts at the same company? When you can look people in the eye as you talk to them, then it becomes a real, personal conversation. Which is a a golden opportunity for your sales opportunity. 

You can try to read between the lines from what someone says on the phone and their tone of voice, or you can read the room, check people’s body language, their facial expressions and other bits of information to look for buying intent.


A quick guide to adding live video to your sales process

Today, achieving high-quality video meetings with business-grade reliability is easier than many people realize. To make it easy, we have broken the process down into two parts:

  1. Identify the opportunities for adding video to replace or supplement your other channels
  2. Find the right workflow for using video that's easy for you and guests to particpate in 

Below is a quick intro to the key points of parts one and two. Otherwise, if you need to persuade your boss to invest in video, then read our blog post on that very subject, How to Convince Your Boss You Need Videconferencing!

1. Where and when to add live video

There are lots use-cases for adding live video meetings to your sales process at every stage of the funnel. You don't aim to speak to every single prospect on video, but that extra personal connection at just the right time can help turbocharge the journey from prospect to lead to customer. Some examples of when to offer video could be:

  • Replace schedules sales calls to qualified leads with scheduled video calls
  • Offer personal onboarding for free trials/to help upgrade free users
  • Perform live demos to show off your product or service live to individuals or groups
  • Follow up calls after purchase to deliver great aftercare and upsell
  • Run customer surveys


2. How to easily add effective video meetings

Since you’re going to be dealing with external people, look for a video service that makes it easy for anyone to join you on video in a few clicks:

  1. Guests should be able to join from any device
  2. Guests shouldn’t have to be required to download additional software
    • Downloads add an extra unnecessary step
    • Some people don’t like to have be forced to download software to join your meeting
    • Many companies prevent regular employees from downloading additional software or apps onto company issued devices
    • Many people don’t realise they need to download something until they go to actually join your meeting, which will add a nice, awkward delay to the start of your meeting - neither practical nor the way to get a meeting off to the right
    • Software can be optional for an enriched experience, but it shouldn’t be the only option
  3. Choose a service that provides high quality professional video performance! Dropped calls, lagged calls and poor audio will kill your sales mojo
  4. Use a virtual meeting room (VMR)
    • Provides you with a static URL sharable with anybody in seconds
    • VMRs are designed to easily host multiple people on video using any number of different devices at the same time
    • VMRs offer basic conference features such as adding PIN codes or being able to “lock” your room to prevent your next appointment joining your current call by mistake
  5. If you share an office space and there will be background noise, invest in proper headphones. No, the cheap buds you use to listen to Spotify on your phone won’t do:
    • Look for a pair with a microphone and noise-canceling technology that will neutralize ambient noise

  Lastly, but most importantly, make sure you bring your game-face to each and every meeting!


by Tom Banks

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