How to Use Video to Improve Sales Enablement


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We hear the buzz word ‘sales enablement’ often, but what does it actually mean? According to Forrester, sales enablement refers to an ongoing process that equips all client-facing employees with the ability to consistently hold a valuable conversation with the right set of customer stakeholders. In other words, give your sales reps the tools they need to sell more. With proper sales enablement strategies in place, your sales team can be equipped to be successful and optimize your ROI.

According to CSO Insights, companies that report having a strong sales enablement program are witnessing 15.3 percent growth. However, other statistics show that only one in five CRM systems actually increases revenue. So, what’s the issue?

One of the key factors in effective sales enablement is the ongoing training of a sales team to meet the needs of their clients. What many businesses neglect to understand is that the way people learn best (and sell best) is no longer about formal training — it’s about perpetual training. In other words, continuing the learning process throughout your sales representative’s career — not just initial, one-time training or classroom training during the annual sales meeting.

Considering the challenges of perpetually training your sales teams, we have found that using video is vital to successful sales training and sales enablement.

Why video?

As we all know, our products/services and the competitive landscape are constantly evolving and the rate of change appears to be increasing each year. This is why many companies are turning to video as a way to keep their sales teams trained and informed. With the right video platform, video is easy to produce, access, and update. It can save your sales enablement team (if you are fortunate enough to have one) time and money when product updates or new product launches occur.

So if you’re still not sure how video can impact your sales enablement programs, take a look at the following benefits of using video.

Video can be viewed on-demand. This accessibility saves time for your sales team. Videos can be accessed anytime, anywhere. And your video doesn’t have to only include product training — allow accessibility to the latest demonstration videos, company updates, industry updates, all while on the road.

Video is more timely and cost-effective than print materials. Although there will always be a need for print materials including electronic versions, video provides updated information when you need it, where you need it. Video also provides an opportunity to explain complicated material more effectively than printed manuals. Because videos can be created with a variety of devices (iPhones, webcams, or screen capture software), it’s relatively easy to produce and update on a limited budget. This shortens the time and budget needed to get updated or new sales materials to the field.

Video enables user engagement, user-generated content, and feedback online. If you choose a video platform with social video features, these features will enable collaboration and communication between your sales team around your video content, even when travelling. These social tools can include elements like chats, discussion threads, and feedback surveys, that enhance your videos, making them more collaborative. This is a low-cost way for you to constantly gather feedback and engage with your sales team.

Video is supported on a variety of devices (i.e., mobile devices, tablets, computers). Mobile compatibility allows your sales team to access video content and communicate at any time. If an iPad is easier than a laptop to lug around, your video can be viewed using either. Today, well-equipped sales reps are reviewing the latest product demonstrations on their iPads before heading into the “big” meeting.

Video provides consistency in your sales materials. The same material delivered live a few times will often not be 100% consistent. Using video to deliver your sales training and other sales enablement tools will allow you to deliver them with consistency. Video allows your entire sales team to showcase the same how-to videos, product demonstrations, sales tips, and interviews with existing customers or company leaders. This consistency can improve the overall effectiveness of these programs.

Effective sales enablement can be one of the keys to a successful sales team. With all of the challenges that sales enablement teams face including limited resources and budgets, video is a great way to give your sales teams the tools they need to sell more and beat the competition.

Would you consider integrating video into your current sales strategy?


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