How To Close More Deals By Using Video In Your Sales Process

How To Close More Deals By Using Video In Your Sales Process

Video is a powerful tool throughout your sales process, enabling you to convert leads, build relationships and to help you stand out from your competitors, but how should you use it?

Izak Jackson

4 min read

Selling doesn’t always come naturally to everyone which is where a great sales process can help. A sales process usually consists of 5 to 7 steps, taking your prospects from the early stages of awareness to becoming a paying customer.

A typical sales process consists of the following 7 steps:

  • Prospects
  • Connect and Qualify Leads
  • Research
  • The Pitch
  • Handling Objections
  • Closing the Deal
  • Nurturing and Continuing to Sell

In this blog, I’m going to focus on 4 key areas of the sales process where videos can be used to help close more deals.


The first stage of your sales process is prospecting, the process of finding new leads. This first stage is linked closely with the awareness stage in your sales funnel. You need to research where you’re most likely to reach your target audience, whether that’s at local networking groups or on social media platforms.

It’s important that you are creating inspiring, educational, and entertaining video content that will help your brand get noticed by potential leads. The type of videos that work well at this stage include:

  • Tutorials, guides and reviews
  • Interviews with industry leaders
  • Behind the scenes of your company
  • Social media adverts

You can also prospect by asking existing clients or colleagues to refer individuals who might be interested in your products or services. Send them a video outlining who you’re looking to work with and thank them for their help. It’s a quicker way to explain who you’re targeting and is something they can refer back to time and time again.

If you already have a company in mind that you’d like to work with, get in touch with them directly via a personalised video. Introduce yourself, tell them why you’re getting in touch and ask for a meeting. Keep it short, sweet and to the point and don’t be too pushy. A personalised video like this is more likely to get noticed vs another sales email. It’s a great way to get across your personality and it will help you stand out from competitors.

The Pitch

For most businesses, your ‘pitch’ comes in the form of a proposal. You’ve spoken to your prospect, got to know each other and it all hinges on the proposal getting the green light. I often talk to businesses who send off their proposal in an email and it then becomes a waiting game. Many wait days for a response or never receive one back at all.

If you can go through your proposal with the prospect, you have a much higher chance of converting them, but if you don’t have the time for a face-to-face meeting, the prospect doesn’t want one, or a global pandemic moves everything online, the next best thing is a personalised video. In this video, you should explain what they can expect when reading through the document, what certain aspects mean and why you’ve proposed what you have.

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Handling Objections

It’s normal for a prospect to have questions or objections to certain aspects of your proposal, the important thing is how you handle them. When qualifying the lead, carrying out company research and proposal preparation, you should be able to identify and anticipate potential stumbling blocks whether that’s cost, time scale or service offerings.

Video case studies or short documentaries are a great way to reassure prospects and help answer their questions. They are also a great way of telling the story of other businesses you’ve helped. Make sure these videos identify pain points, how you solved that problem and the value you added to those businesses. Videos like this will help to sell you and your business.

If their objections are something specific, send a personalised video that directly addresses their worries or questions. Videos are often much easier to understand vs large wordy emails. This helps you to clearly get your point across and it adds that personal touch.

You can also build up a library of videos where you answer FAQs, which will not only be great in this situation but for finding new leads to join your pipeline.

Nurturing and Continuing to Sell

Once your prospect has become a paying customer, a personalised video can really sweeten the deal. Everyone likes to feel like valued customer vs being just another sale. Thank your new client for their time and tell them how excited you are to be working with them.

We all know existing clients are some of the easiest to sell to, so make sure to continue to nurture that relationship. Maybe congratulate them on a work anniversary or send a thank you video for their continued custom and support.

Adding that personal touch will start to build trust and a stronger relationship, which will make them want to continue working with you. It can also make it easier for them to refer you, it’s a win-win!

Want more tips on using video in sales and marketing? Head to the Volta Media Youtube Channel for tutorials, reviews and behind the scenes vlogs about all things video production and video marketing. Don't forget to hit that subscribe button!


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