The creation of the information highway has drastically changed the sales landscape. What I mean is that today’s buyer flies under the radar while researching, learning, comparing, and gathering opinions before you even know they want your product or service. In the past, the prospective buyer relied on you, the sales professional, to supply that information while building rapport, trust, and a relationship during the process. As a result of the change in sales landscape, sales and marketing must work together to create a strategic and intentional carrot dangling from a string to lead the buyer to you.

So how do we create this metaphoric dangling carrot? Start by embracing the change. You cannot gain new customers without clearly understanding that by the time the prospect is ready to buy, they are already through 90% of your sales cycle before your first conversation with them. Today’s prospective customers are well versed and know what they want based on the content they have already digested prior to talking to you; now sales has to catch up and identify the road the prospect has traveled to get here.

The most effective way to communicate and build trust with a prospect while they are researching, learning, comparing, and gathering opinions before you speak to them is with video. Utilizing video is the best way to help support and drive revenue for your sales team. What better way to reinforce and demonstrate important points conveyed during the sales call then sending a visual representation through video. Here are some ways you can use video marketing after a sales call on demand, in your drip campaign, on your website, and on social media.

I know it’s a lot to take in, but adopting the technology to keep track of your prospects journey to conversion is a must. Let’s face it, integrated technology, customer relationship management software (CRM), and marketing automation has changed the game. In fact, CRM software such as Salesforce, Microsoft Dynamics, ACT!, NetSuite, and SugarCRM are fully integrated to trigger, send, and report on your video marketing. Additionally, marketing automation platforms like Marketo, HubSpot, Pardot, Keap and Eloqua (Oracle’s Marketing Cloud) all report substantial increase in email open rates, click thru, and conversion rates when videos are used through their platform.

Videos are highly effective tools to help increase the conversion and shorten the sales cycle by bringing the buyer further along in the buying decision faster. When you use video to create that personal touch, you are already connecting with your prospects before your first meeting. We have to put our best foot forward knowing that our next prospective buyer is already learning about our product and services with or without us. Embrace marketing automation and join forces between sales and marketing to deliver the relevant information in the right timing to gain your new customers’ trust.


Kelley Howard

Drive More Sales and Revenue by Building Trust and Improving Communication

6619 N. Scottsdale Rd Ste D

Scottsdale, AZ 85250
United States