How to Use Video to Improve Sales Enablement Part 2: Getting Started


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In my last post, I discussed sales enablement and how video can be a vital tool for successful sales training and communication, subsequently giving sales reps the resources they need to perform well. From the ability to view video content on mobile devices to enabling user engagement, video can be the key to a successful sales enablement program.

How exactly can video be used to create this success? And how can you begin? Here are places to start with video that will impact your sales enablement process.

Product training
One of the most beneficial uses of on-demand video for sales enablement is the ability to train your sales teams on a product, especially those that are more technical. In addition, video becomes particularly useful when your sales teams are in the field since it helps them to acquire valuable product knowledge while not taking them away from clients and prospects.

For instance, let’s say you were head of a technology company and you wanted your sales team to quickly get up to speed on a new product launch. A video tutorial can be created that details all aspects of the new product, how it compares to the previous product, and the competition. Today, many product training sessions are conducted using live conferencing tools. While these are good platforms, they often result in the product marketing team delivering the session multiple times to meet the time constraints of sales teams. With on-demand video, the product expert records the session once and sales reps can view the video when they have free time. A series of these product training videos is a valuable tool for all sales teams.

Communication to the field
Communication to sales teams who are in the field is an important part of any sales leader’s job. For example, a sales leader may attend an industry conference where new best practices or standards have been presented. What is the most efficient way of communicating this information to a team and creating a sales tool that can be used over the next few months? On-demand video gives the sales executive the opportunity to convey these best practices or standards, providing visual aids and details not always possible in email or phone calls.

With certain video platforms, you can include accompanying resources such as links to articles, whitepapers, or slideshows, which enhance the video content. This combination gives sales teams the information and resources they need, while giving the subject expert a simple, yet effective, way to communicate.

Encourage video communication from the field, too
Sales teams in the field can also use video to get information back to the sales leadership team and their peers. Sales reps, with the help of a webcam or mobile device, can record their experiences, successful pitches, client success stories and technical best practices — all while they are on the road. Video is a great way to record these and easily share them with the rest of the team.

Recorded customer testimonials are also an important sales tool. They can help your sales close the prospect who wants third-party validation of the product or company. Sales representatives can also capture experts in the field, either backing up the benefits of your product or relaying why your product or service is superior to the competition.

Integrating video into enterprise sales applications
There are two challenges with using video for sales enablement. The first, developing relevant content, was covered above. The second, the challenge of making the content accessible, is an often overlooked but important element. By integrating video content or your actual video platform into your existing enterprise applications, you can provide sales teams with a convenient library of sales videos that is easy to access and search.

Many video platforms are already integrated with CRM, Learning Management Systems (LMS), and other enterprise applications like SharePoint. This is a convenient way to distribute sales training and communication video content to your entire sales team.

Video can quickly enhance your sales enablement program if you address the challenges of producing content that is relevant and easily accessible to your sales teams.

What do you think? What are some other ways to get started with video for sales enablement?


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