Using video not only offers long term and intangible benefits in a sales relationship but it can also provide a very real tactical advantage within the sales process. While many people assume that video primarily helps with the top of the funnel sales activities to create positive sentiment and impressions, it can also add value towards the more tactical bottom of the funnel as well.
It can demonstrate both trust and reinforce credibility, it is a fantastic tool in converting prospects into customers, creating real value for both the buyer and the seller.
Trust Still Rules The Sales Process
It’s clear that technology has changed the B2B sales landscape. Using collaboration tools and sharing information through networking platforms and enterprise communication tools are now commonplace for sales professionals. However, for decision-makers trust is still top of mind; in fact, 51% of them rank trust as the top factor they desire in a salesperson.
The challenge then, for the modern seller, is establishing trust and credibility in an increasingly digital world. Salespeople today need to interact with customers a much broader scale which often means forgoing the traditional face to face interaction. This interaction and connection can be a critical component in converting someone from a prospect to a valued customer. Getting that last step of buy-ins can be hard when your customer does not have a chance to interact with you in person and for them to really see you as credible and trustworthy.
Video is a tool that allows you to share your authentic message, humanises the seller and enables a seller to leverage both technology and trust.
Building Trust and Credibility with Video
Buyers today are bombarded with messages and they often don’t know what and who to trust. Creating video and sharing it with your prospects shows that as a sales professional, you are willing to go the extra step and be there for a customer and their needs.
In LinkedIn’s State of Sales Report, 93% of decision-makers are more likely to consider a brand’s products or services if the communication is personalized. It’s clear that buyers are not just looking for features, benefits, and price but rather a trusted advisor who is aware and cognizant of their needs and objectives.
Using video, especially in the critical step when you’re under consideration builds on this “trust capital” and can help sellers bridge the gap in converting customers
Video can also build credibility and thought leadership within an industry. Decision-makers want to know that they are working with a vendor that is vetted and trustworthy; by leveraging existing relationships through video testimonials and case studies, previous success in conversion can also pave the way for future customers.
GLProUK is a digital marketing agency based in London and Surrey fulfilling the digital content requirements of market-leading brands throughout the southeast of the UK, the US and beyond. Whether your vision consists of podcasts, graphic design or professional video and photography, GLProUK has the expertise and enthusiasm to help get your message out there.
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