8 Essential Elements of a Sales Training Video

Employees spend an average of 8 hours per week on company-sponsored learning and development. If you’re like most sales organizations, you might be wondering what tools and channels to use for your employee training and development efforts. Video has emerged as a leading tool for content delivery since it’s now accessible everywhere with the proliferation of high-speed internet networks.

Sales training video

Video is also an effective sales and  sales leadership training tool for your salespeople. It has already been written about the benefits of using short videos to drive sales effectiveness, but how can you create a sales training video? Here are eight essential elements that go into any successful corporate video.

1. Be Concise

Keep your content to less than 5 minutes – shorter is better! Most people lose interest after 2–3 minutes, so keep it tight and interesting by breaking long narration into separate sections with captivating visuals. Sell more business through visual imagery, not lengthy words or dry dialogue.

Use closed captioning if there are foreign accents or mumbling in your script (although it’s recommended to re-record rather than rely on subtitles).

2. Use Strong Branding at the Beginning of the Video

A spiffy intro sequence with a logo will make your brand stand out, and the sales training video will look professional. Keep it short – 2 seconds at most.

3. Showcase a Client Success Story to Build Credibility Early on

Your prospects are primarily concerned about how you can benefit their business, not what problems you’ve solved for other customers.

If you have a substantial case study that shows accurate results from an industry leader similar to your target buyer persona, feature them as soon as possible after the intro to provide social proof of your value proposition.

4. Feature One Spokesperson Throughout the Video

Use one person speaking directly to the camera – nobody likes “talking heads” – so choose someone with attention-getting charisma and a relatable demeanor. If possible, use visuals to demonstrate how to maneuver through your product/service – no explanation necessary! Your audience should be able to follow along without too much detail.

5. Keep Simple and Personable Throughout the Video

Keep your conversational tone not too formal – like you’re putting on a presentation for investors – and avoid using industry jargon that only insiders would understand. It’s okay if the message is technical at times, as long as it’s broken up by short sections of plain language that explain things in terms that any layperson can understand.

Keep sentences simple and concise for better flow, and include subtitles or captions when applicable (like those with heavy accents). Use casual phrasing and simple sentence structure so that it’s easy to follow.

6. Make the Script Relatable and Engaging Your Audience

The best way is to use stories and anecdotes from past customers who faced similar challenges, so they can relate more readily to what you’re saying. Whenever possible, describe the daily common problems or problems people typically face while dealing with your product/service category.

Be sure to weave in tactical instructions about how the viewer can take immediate action by using your product/service themselves or giving specific calls to action at the end of each video section. However, be careful not to make any unsubstantiated claims. Your sales training video should provide proof of the points whenever possible, even if it’s just a testimonial from a satisfied customer.

7. Make Your Videos Interactive

Conduct a survey and edit the video so that you’ll have good engagement data to work with. Encourage viewers to participate by asking questions throughout the video and responding with a link at the section’s end to submit their comments or feedback.

It is essential because it provides valuable insights into what your prospects find interesting, what they don’t understand, where they’re getting stuck in the sales cycle, and how to improve your product/services offerings based on this feedback.

8. Include a Closing Message or Call-To-Action Near the End of Each Video

Remember that viewers will only watch a certain number of minutes before they lose interest – usually less than 5 minutes – so make strong use of it.


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