5 Sales Videos That Turn Enquiries Into Buyers

video marketing podcast Nov 06, 2021

Here's 5 Video Hacks Guaranteed To Convert Sales

To turn more enquiries into sales with video, put five short videos where buyers usually stall: a personal reply to their enquiry, answers to the questions they always ask, a video showing what working with you looks like, a walkthrough of your proposal, and a follow-up when they go quiet. Each one keeps your face in their decision.

Key takeaways

Buyers research you on their own after the first conversation, so the job is to give them your input before they go looking.
A personal video reply to an enquiry shows you made an effort, which a typed email can't.
FAQ videos and a what-to-expect video answer concerns before the buyer has to ask.
A proposal walkthrough video can be passed to the decision-maker who wasn't in the meeting.
Play counts on a sales video will be small, so ask buyers whether it helped and adjust from what they say.

Why do buyers go quiet after the first conversation?

Because they go off and do their own research, and they do it without you. In this Get Coached episode, Chris answers a question from Charlene, who has good products, good product videos and a good presence on camera, and still has buyers who enquire and then don't follow through.

"They're going to search websites, they're going to peruse your LinkedIn profile, they're going to go through your social media, that's just the reality." Chris Schwager

You can't stop that. What you can do is get to them first, with something more personal than a brochure, so the comparison they make includes a clear picture of you. Chris's answer is five videos, one for each point where a buyer tends to stall.

What video should you send after someone enquires?

A personal video reply, sent in an email. Chris calls it underestimated, and said it had been great for Ridge Films' own business, because it shows the buyer you've made an effort before they've spent a cent. Keep it short, say their name, and tell them the one next step you want them to take, usually booking a short call.

How Ridge Films does this, script included, is in the enquiry reply video that lifted our own conversions, and there are more examples in personalised video replies.

How do FAQ videos help you close more sales?

They answer the questions before the buyer has to ask them. Chris puts it as being there without being there:

"Be there to answer those questions without being there if you like." Chris Schwager

When buyers can get their concerns answered on their own time, they build rapport and trust with you without a meeting, and buying gets easier. Start with the three questions you get on almost every call, and record one short answer to each. Put them on the pages people visit before they book, and send the right one when the question comes up by email.

What should a what-to-expect video show?

The steps a client goes through when they work with you: your method, the order things happen in, and what they get at each stage. Chris suggests building it from customer testimonials, stories and case studies, so the buyer sees the process through someone like them. It works because it paints the picture of what goes on behind the scenes, which is exactly what a nervous buyer can't see from your website.

Why send a proposal walkthrough video?

Because the person who reads your proposal often isn't the person who signs it. A recorded walkthrough takes the buyer through what they're getting, and it travels: they can pass it straight to the decision-maker, who then hears the offer from you rather than from a forwarded PDF.

Record it with the proposal open on screen and talk through it page by page, in the order they'll read it. If you're stuck on what to say, the free proposal walkthrough script prompt gives you a starting structure, and proposal walkthrough videos shows a few in action.

How do you follow up with video when a buyer has gone quiet?

Send a short follow-up video. It doesn't have to be made for one person. Ridge Films used a general one:

"We use generic videos. And it's really, really successful just keeps that facial recognition in the decision making." Chris Schwager

If your proposal has been passed around an office and forgotten, a face in the inbox is a better reminder than another typed nudge, and it reminds them why they were talking to you in the first place.

How do you know if your sales videos are working?

Ask. A sales video sent to one buyer will show one or two plays, maybe a few more for a bigger team, so the numbers won't tell you much. Chris's advice is to ask the buyer straight out whether it was helpful or useful, then refine the videos from what they tell you.

If you want the bigger picture of where these videos sit in your marketing, the video strategy guide covers the whole plan.

Sales video questions we get asked

Does every sales video need to be personalised?

No. The reply to an enquiry works best when it's made for that person, with their name and their reason for getting in touch. A follow-up video can be general. Chris used a general follow-up video at Ridge Films, because what matters at that stage is keeping your face in the decision.

Which sales video should I record first?

The reply to an enquiry. It's the first contact a buyer has with you after they reach out, it's quick to record, and it shows them straight away that you've made an effort for them.

What goes in a proposal walkthrough video?

What the buyer is getting, what it costs and what happens next, talked through in the same order as the written proposal. Record it so the buyer can forward it to whoever makes the final decision.

How do I measure a video sent to one buyer?

Ask them. Play counts on a one-to-one video will be tiny, so the useful data is the buyer's answer to a simple question: was that helpful? Use what they say to improve the next one.

If you'd rather not do this yourself

Five videos sounds like a lot when each one means setting up a camera, finding the light and fighting the mic. For a lot of people, that setup is what stops the videos getting made. Ridge Films installs a Desktop Studio at your desk so recording is one button, and coaches you on what to say and how to say it. Book a call and we'll work out which of the five to start with.

Episode transcript

Read the full transcript

Welcome to the Video Made Simple podcast. I'm your host, Chris Schwager. And today's Get Coached question is from Charlene. And Charlene wants to know, what video marketing strategies can she use to help boost her online business sales? And this is a great question, we all want to boost sales. And learning how to engage your audience in the most personal way possible is how you convert them, and turn those opportunities into business. Okay, so let's paint the situation, you have a large supply of goods, you've got great product videos, you got a good on camera presence. But engagement is still scarce, buyers approach you but none of them follow through after initial conversation.

Buyers tend to assess whatever information they get from the initial conversation with you and make their own research and comparison to other products. And they're going to do this whether you like it or not. They're going to search websites, they're going to peruse your LinkedIn profile, they're going to go through your social media, that's just the reality. And something that you don't want them to do on their own without your input first, so you want to grab their attention quickly.

And here are some tips of how you can do that, Charlene, and engage them right through the process using some really great videos. Now, one, make a personalized video call. Underestimated, but a great opportunity for you to get them a video in an email and shoot that back to them. That is just the best thing. It's been great for our business. And I highly recommend it because you're showing that you've made an effort.

Two, record FAQ videos. Be there to answer those questions without being there if you like. If they get access to those and it's all good and you can be able to facilitate a lot of those questions without being involved in the conversation, they're gonna build rapport, they're gonna build trust with you, because they feel like they're getting all their concerns answered, and it's going to make it far easier for them to buy.

Three, make out what to expect video, okay, so this could be alright, when you work with us. These are the steps this could be your methodology, how you work, the process that you'll go through, you know, you can do that by using customer testimonials and stories and case studies to shepherd them through that process. But it's highly recommended because you are painting the picture of what goes on behind the scenes.

Four, send a proposal walkthrough video. This is really great at guiding them through the proposition, through their proposal, what are they going to get, and sometimes particularly if they've got to prove this purchase, write up the change to the decision maker, it's a really great exercise to record that video so that they can pass that on to the decision makers, they get firsthand what's included in the proposal, and what they can expect by purchasing with you.

And five send a follow up video. If you haven't heard from them, what better way to reengage them by using video to do that now that could be personalized, or it could be a generic video, it's up to you. We use generic videos. And it's really, really successful just keeps that facial recognition in the decision making. Again, if they've banded that proposal around the office, and maybe it's been forgotten about, then this is a really great way to reinvigorate that relationship and remind them a why to choose you.

Feed your buyers with personalized messages to make them feel loved and engaged, the more attention you can give them, the more they'll respond to you. And the more that there'll be natural and open up to you. And we all want those personalized relationships in business. A happy buyer is most likely ready to give you good feedback and share the good news. And there's no better way to get that than to ask them about their experience watching your videos and being taken through that process in video form.

Get that feedback, the data is not going to tell you because it's probably only going to be one or two plays, maybe more if it's a bigger team. But get the feedback. Ask them Was that helpful? Was that useful? And in getting that feedback, you're able to refine it and work out what is successful and what needs more tweaking in terms of your videos. This will help establish good relationships with your prospects. Create a good follow up process. People will love, they'll learn more about you and your products, and you'll have a steady stream of income as people will want to heed your call of action.

Talking to people through videos is one of the best ways to compel people to convert. If you want more information on how to do this within your organization, better, faster, everything from one camera training to producing your videos fast and getting videos made just like you're seeing right now then go to ridgefilms.com.au/diy and get access to a DIY Program that might be just the best thing that you can do moving forward because you're going to take a lot of that learning out of the equation.

And Charlene thank you so much for asking your question, what video marketing strategies can be used to boost online sales? If you use these methods of coaching through to generate audience engagement and push conversions, I'm sure this is going to be really great at helping you increase your viewership and boost your sales and for listeners, what has you feeling overwhelmed? Submit your video marketing question to ridgefilms.com.au/question for your chance to get coached by me. Thanks for listening and see you next week.