Using Video for Sales Enablement

Without sales enablement, your company is going to go extinct. The good news, however, is that the future is bright for companies that are using video for sales enablement. Ultimately, video lets the sales enablement team spread their knowledge, win over their sales colleague, and generate more sales. Read on to learn about how you can supercharge your sales enablement productivity with the power of video. 

The Era of Sales Enablement

All of us at Dubb are fully invested in the power of video marketing. We have seen it transform both our clients’ businesses and our business. Video isn’t going away anytime soon and we believe that it will continue to unlock new opportunities to make our businesses more productive, efficient, approachable, and profitable.

Specifically, we believe that using video for sales enablement gives companies an unfair advantage. Behind every movie star, or athlete is a team of driven, hard-working individuals. They often don’t get a lot of press attention or praise from the general public. However, without that hard-working team, the movie star or athlete wouldn’t achieve nearly as much success or public acclaim.

The same is true of salespeople. Sales enablement professionals may be out of the spotlight, but they provide a wealth of value to the sales team. They work hard to ensure that the sales team makes the right choices on the right technology and integrate it throughout the company. 

Ultimately, sales professionals who have been traditionally been behind-the-scenes can now be in the spotlight. Using video for sales enablement is a fantastic way for sales enablement professionals to build their own brand equity and take their organizations to the next level. 

Common Complaints

At Dubb, we often speak with sales enablement professionals. While many of them love their job, we hear some similar complaints. Specifically, these sales enablement professionals provide training and resources to their sales colleagues, yet it is often ignored. Even if the sales team adopts the recommendations, it may take months (or even years) to integrate the recommendations into the company’s sales culture. It can be extremely frustrating. 

Another common obstacle involves meetings. Sales enablement professionals may find it difficult to get all of their sales colleagues to show up in a meeting. Many have told me that it’s like herding cats. Even when you find a time that is amenable for everyone, “emergencies” and other interruptions emerge, causing you to postpone the meeting for another day. 

While these challenges can be truly annoying, we believe there is a solution. We recommend that sales enablement pros use videos for their training. It goes a long way in eliminating the scheduling problem. Instead of trying to gather everyone in a conference room or dial-in to a conference call, you can provide them with a video link. 

But besides this scheduling benefit, video helps people take you more seriously. Colleagues will listen to you more and will find it more difficult to ignore your message (like they would with an email or Slack message). It is the nature of video itself that makes it more likely that you will get a response. The human element of video, including its visual nature and powerful storytelling attributes, will prompt your colleagues to respond, whether it is simply to acknowledge that they enjoyed your video or whether they want to share some constructive feedback. 

Leveraging Video

So how do you do this? Ultimately, this is where you should think about using video for sales enablement.  

First things first. I think that you should record a video preemptively and get it right. Conciseness is key here. Take a thirty-minute conversation and turn it into a six-minute (or even two-minute) video that can train your entire staff. By doing this, your staff can watch the video on their own time and on any device that they prefer. 

You can feel free to appear on camera as necessary, but I think that you should take advantage of a screen recording option. Screen recording is a powerful way to communicate more effectively. You can actually show your audience what you are talking about rather than simply describing it through your words. 

At Dubb, we have noticed that piecemealing training videos are helpful. Information that is cut into smaller pieces and added to a playlist makes it easier to remember. It is also more pleasurable to consume. Doing this, you can also add additional call-to-action (“CTA”) buttons where a viewer can learn more information about a particular topic. 

These are just some quick tips that can help you leverage video when training or informing your sales colleagues. Ultimately, video can go a long way in gaining your audience’s attention and accomplishing the sales enablement team’s goals.  

Integrating New Technologies

Along with training your sales colleagues on new technologies, there is the related question of how your sales team can integrate new technologies. While there may be a learning curve with these technologies, the promise is that they can make your sales team more efficient, productive, and profitable.

The old adage is that you can only get two out of quality, price, and speed. Now, that has changed. All of us at Dubb have a lot of empathy for people who take a chance and try to adopt a new type of framework or technology. At times, their jobs may be on the line. 

When integrating new technology into a sales process, we always recommend that sales enablement professionals use pilot tests. Have one or two people pilot a new type of technology to see its strengths and weaknesses. Get information that is valuable and then disseminate it throughout your sales team. You can scale your victories and wins in a methodical and responsible way. 

Therefore, think about starting small. Launch little pilot programs to see how the technology works. When you have more confidence, you can then expand outward and pitch the new tech to your colleagues. 

Personalized One-to-One Videos

At Dubb, we have been trying to make it much easier and more effective for clients using video for sales enablement. We have discovered that a one-click record solution is ideal, as it lets these sales leaders leverage video with as few roadblocks or obstacles as possible. And while the prior sales attitude has been “always be closing,” the mantra has been changing in the sales industry. 

Now, it’s about consulting. It’s about providing more value and continuously helping your customers or clients solve problems in their lives. To be clear, “customers” can mean everyone from your company’s biggest account to your boss in the sales department. 

One of the best parts about leveraging video with Dubb is that you can build relationships with your target customers or clients without chasing them down. The asynchronous nature of video lets you avoid the aggressive chase and incessant calls that are part of the old-school sales culture. That sales culture turns people off and, ironically, makes it much harder to complete the sale. 

Instead, video lets you build a long-term relationship with your customer or client. Visual communication, especially a screen recording, can let you easily explain complex topics and ensure that you and your audience are on the same page. Whether you choose to include a live video of your face in the corner of the screen or simply your profile photo, you are both building trust and conveying value. By doing this, you get great responses and better sales focus touchpoints (which can help drive the sale). 

And lest we forget, sharing information with video is just more fun. There are really no rules and often, it is easier than typing out a lengthy email. For instance, at Dubb, we like creating and distributing playlists. These playlists let us release content to large groups of people without sacrificing video quality. 

All videos sent from a sales perspective have a quick (five to fifteen second) personalized video followed by an evergreen video that is repeated at scale. You can do this using Dubb’s playlist feature. It presents a great way to combine both personalized and high-quality video content. After gaining your target’s attention with a quick, personalized video, you can offer them a well-thought and produced video that can help them solve a key problem in their job.  

Gaining Trust

One of the toughest things in today’s busy and chaotic world is gaining the trust of others. Most of us know that sales and business growth are built on relationships. Competing on features or price is a slippery slope that most companies can’t sustain.

The best organizations in the world are providing value first. They are essentially approaching prospects as coaches rather than salespeople. It’s an extremely powerful approach, but the only way to do that is to have the right tools to actually coach those prospects.

At Dubb, we are laser-focused on providing you with these tools. We’re passionate about enabling sales leaders and facilitating communication for all of our clients. We want our clients to be able to coach their prospects and quickly build trust with them. To think of it another way, it is almost like turning the marketing funnel on its head. Generally speaking, the latter part of the marketing funnel is when sales associates offer the most value. In today’s day and age, however, we believe that the marketing funnel is inverted. The value must be provided upfront. Only then will a prospect gain more trust in you, thereby increasing your chances of making that final sale. 

Thankfully, it doesn’t need to be that complicated. You can create this upfront value by sending quick videos that you can record from Gmail, LinkedIn, or your other favorite platforms. This all takes place through Dubb’s many integrations (click here to see them all). Along with this, we offer a desktop screen recorder, mobile app, Chrome extension, and a wealth of CTAs. 

You can visit our website to learn more about using video for sales enablement. We strongly believe that our software can help you achieve all of your sales enablement goals.

Originally published at https://dubb.com on March 3, 2020.