Video may have killed the radio star, but it can also make your sales team more effective than ever.

Whether it’s synchronous video (talking over a Zoom call) or asynchronous video (sending a video you recorded earlier), it’s a format that your sales Playbooks™ needs. Not only do people watch a lot of video in their daily lives – by 2022, video content will account for 82% of all global internet traffic – but buyers actually like it, with 45% saying they feel it’s more engaging than other forms of content. 

How about some cold, hard results? In a study, among successfully closed deals webcams were used 41% more frequently compared to deals lost. On the other side of the table, 74% of buyers say they’ve been convinced to buy or download software by watching a video. 

Heck, even mentioning the word “Video” in an email subject line can boost the open rate by 8x. And by including a video in that email, you can boost the click-through rate by 3x, the response rate by 3x and the number of meetings booked by 5x.

And with video taking its place as the go-to medium for communication for remote sales teams, all of those numbers become even more significant.

The only trick: getting that sales team comfortable – and helping them be even more effective – with video selling. That’s where your remote sales Playbooks™ come in, and here’s what it should include.

Why do your remote sales Playbooks™ need video?

There’s a reason your in-person sales reps excel at in-person meetings: they’re able to establish a connection that doesn’t just sell a product. They build trusting relationships.

But throw them on the phone or sit them down in front of their inbox. Do they perform as well there? Can they build the same kind of trust? 

Video bridges that divide between face-to-face communication and its more distant alternatives:

  • It humanizes conversation: Showing your face gives the person on the other end someone to bond with (and a face to remember later on)
  • It enables non-verbal communication: Your body language – from your smile to your posture – conveys information that gets lost over voice or text.
  • It allows for real-time response: Did your pitch land? With synchronous video, at least, you can tell immediately by gauging the other side’s response… and then adjust accordingly.

Plus, it’s just a valuable skill for everyone on the team to learn:

  • It stands out: Our inboxes seem perpetually full, so anything that breaks through the noise gives you an advantage.
  • It’s sticky: People are more likely to stick around and watch a video than they are to read through even a short email.
  • It saves time: Answering a complex question over a quick Zoom meeting or a short video recording is much faster than explaining things over email or phone.
  • It’s super easy: The only equipment needed? A computer with a webcam. Or a smartphone. We’re not winning any Oscars, but even basic video is effective.
  • It’s shareable: Videos make it easy for reps to share with prospects (think email and social media), for prospects to share information quickly with their purchasing team, and for your reps to share among the team.

Fitting video into your sales process

Believe it or not, there’s a spot for video at every stage of your sales process. Here are our favourite opportunities, from cold-calling to closed deal.

Initial outreach

There’s only one opportunity for a first impression! Rather than copy-and-pasting the same email template, or following the same intro script when they call or leave a voicemail, reps can record a quick video to introduce themselves more personally. Not only is this approach more likely to cut through the dreaded inbox noise, but prospects can watch it at their own convenience. 


Planning a video call for your discovery meeting means reps won’t miss out on vital contextual cues that would otherwise go unnoticed over email or phone. Notice a slight hesitation? Dig into that a little deeper. This is also a great time for reps to build trust, showing they’re actively listening to the prospect and empathetic to their needs.


When it comes to demos, it’s always better to show, don’t tell. What takes 10 paragraphs to explain in an email or 10 minutes to explain by phone may easily be done with just three minutes over video, if you arm your reps with product samples or screensharing options. Get creative with this one by pre-recording a more standard walkthrough and attaching a personalized video upfront if you can’t do it live over a video call.


You know those questions that seem to pop up with every prospect? Why not create short videos that answer them? Even one-off questions can often easily be answered by recording a video and firing it off, and if there’s a lot of back-and-forth needed, hopping on a video call will get it sorted effectively too.


Keep that momentum going with a quick check-in. Not only does video add a personal touch to the message, but it also shows more interest than a quick, faceless “Hey, how’s it going?” delivered over email. It’s an opportunity for your reps to reconnect more with a personal touch, and to reiterate the value your product or service can offer them.


The deal may be done, but the relationship keeps going. Your now-customer has likely spent their time so far with the same sales rep, or a small team of sales reps. Keep that trust going by having those reps personally introduce the next stage in the process, and the next person that customer will be dealing with.

Remote sales Playbooks™ built with video in mind

The best way to make video selling part of your remote sales Playbooks™ is by actually making video a part of your Playbooks™ – we’re talking embeddable, sharable video, inserted alongside your sales process and content. It could be recordings of highly successful calls, explainer videos reps can share with prospects or even internal videos explaining how your sales process works. Get creative, get recording… and get selling!

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