Authenticity: The Secret To Success With Sales Video
As sales professionals, empathy is our strongest asset. As human beings we all see the world from our own personal vantage point. An effective sales pro quickly understands the prospect’s perspective and communicates within the given framework. By representing ourselves and our company’s brand authentically, with respect to the prospect’s specific needs, we can inspire loyalty and trust in customers that will pay dividends, both monetarily and professionally, for years to come. This messaging must be delivered with self-confidence. That confidence is embodied by all successful sales professionals, and we display it each time we pick up the phone to make a sales call or meet a prospect to sign a contract over lunch.
So why then is it so difficult for us to be comfortable and authentic in front of a camera? Is there something inherently more threatening about a lens than a human being that makes us forget how to simply be ourselves? After all, the stakes are much lower when talking to a camera; a machine may be cold and humorless, but it’s more forgiving than a VP of Sales with a quota on their mind. We have no problem speaking comfortably and authentically to decision makers when thousands (if not millions) of dollars are on the line. But put a camera in front of us and suddenly all of that innate self-confidence disappears while we’re left stuttering and awkward.
Modern sales professionals are some of the most tech-savvy folks I know; we have to be in order to work with so many sales tools becoming available everyday, making our jobs more efficient and data-driven. With that tech-savvy comes a need to comfortably communicate across multiple modes and channels. You probably have no problem representing yourself authentically in an email or over the phone or even over social media. Yet there’s this strange double standard with sales professionals and video, like video is some sort of digital boogie man when really it’s just another powerful tool in the sales arsenal designed to help make our jobs easier and more effective.
The key to success with video is, like anything else, exposure and repetition. Sales leaders must empower their teams to be themselves in the most effective ways. By giving them the ability to make their own videos, sales leaders can open up a world of new possibilities for their teams. After all, sales leaders trust their representatives to be themselves in person and through email or phone. Why not through video?
Understandably, people’s general discomfort on video makes sales professionals uncomfortable with the thought of their representatives forging ahead and making their own videos. What happens when a customer sees that discomfort on video?
Fortunately, comfort with video doesn’t have to come naturally. As sales professionals, we’re used to preparing ourselves before calling a prospect or going into a meeting, and we can prepare ourselves with video as well. By thinking about what it is we want to say and carefully planning our message ahead of time, we can come across as the confident, authentic best versions of ourselves on camera just as well as we do in person. It’s as simple as writing down what we want to say before we say it on camera. Tools like Videolicious’ teleprompter feature make it easy to deliver your message seamlessly while seeming poised and natural on camera.
Being yourself on camera isn’t as hard as we think it is. It’s something we naturally do when video isn’t recording, and learning to be equally comfortable when the camera’s rolling just takes practice and preparation, two skills any seasoned sales professional is already familiar with. With some time, effort, and a little bit of script-writing, you and your reps could be well on your way to making your own videos that will get your company the results it needs.
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Posted on September 15, 2017