Use Video to Book More Meetings

October 12, 2022·12 min read

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Sales videos are a powerful way to save time, build rapport, and accelerate deals. This step-by-step primer will equip you with everything you need to know to send your own sales video email.

Why is using video for sales emails a smarter way to engage prospects and advance deals?

Imagine you just bought a new dresser you need to assemble. Would you rather read a dense, 15-page instruction guide or watch a quick 90-second video that clearly shows each step?

Many prefer video as a much easier format to consume information over text. Your prospects are no different. Studies show that the inbox overwhelms us and can put us in a negative emotional state, and video email can help alleviate these negative feelings. Video emails for sales allow your prospects to quickly learn what your company has to offer. Plus a host of other benefits we’ll explain below. Most reps who use video for sales agree that video email outperforms text by a wide margin.

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  1. Contents
  2. 1. What is Video for Sales?
  3. 2. Benefits of Video for Sales Emails
  4. 2.1 Sales Videos Command Attention Because They’re Unexpected
  5. 2.2 Your Friendly Human Face Will Help Build Authentic Relationships
  6. 2.3 Using Video in Sales Emails is More Convincing than Traditional Cold Calling
  7. 2.4 Video Makes it Easier for Your Prospect to Consume Information
  8. 2.5 You Have More Tools at Your Disposal to Make a Winning First Impression
  9. 2.6 Improve Your Sales Videos over Time with Data
  10. 3. Best Practices for Video Sales Letters
  11. 3.1 Craft a Compelling Subject Line
  12. 3.2 Keep It Short and Sweet
  13. 3.3 Build Credibility with Social Proof
  14. 3.4 Use Words and Video to Complement One Another
  15. 3.5 Don’t Be Afraid to Have Fun and Get Creative
  16. 3.6 Always Guide Your Prospect to the Next Step in Their Buying Journey with a CTA
  17. 3.7 Share Best Practices with the Rest of Your Team
  18. 3.8 Front-Load Key Information
  19. 4. Best Video Sales Letter Examples
  20. 4.1 Example 1: Music to Your Prospects’ Ears
  21. 4.2 Example 2: The “Let Me Buy You a Drank” Approach
  22. 4.3 Example 3: Puppy Eyes on the Prize
  23. 4.4 Example 4: Walk a Mile in Your Prospect’s Shoes
  24. 5. Video Sale Letter Template
  25. 5.1 Video Sales Letter Script Template

What is Video for Sales?

Sales videos are when salespeople record videos to send to prospects—via email, LinkedIn, or another channel—to increase responses. This is proven to be an extremely effective way to increase open rates and response rates and grab a coveted slice of your busy prospects’ attention.

To send sales videos quickly and easily, it helps to have a sales video platform built for business. Otherwise, it’s more work to email videos—you have to record, host, and organize videos on your own. Plus, there’s no reliable way to track prospect engagement. Plus, it appears less trustworthy to recipients—your prospects may think it’s a malicious link and ignore it. Or worse, they may mark your email as spam and send your deliverability rates plummeting.

A video sales email tool allows you to one-click record and send via an email where it automatically inserts a thumbnail with a “play” button.

Benefits of Video for Sales Emails

1. Sales Videos Command Attention Because They’re Unexpected

A splash of color and personality will be a breath of fresh air to your prospects in a sea of boring black and white text-based emails. That unexpectedness makes an impact as well. 75% of top-performing sales professionals that use video email say it increases their response rates.

2. Your Friendly Human Face Will Help Build Authentic Relationships

It can be hard to convey personality over traditional emails, especially if creative writing isn’t your forté. It’s much easier to let your natural charisma shine through by recording a quick and casual sales video. It’ll feel high-touch to your prospects, even though it doesn’t take much time or effort to produce a video. It’s memorable and stands out amongst other emails in an overcrowded inbox.

Memorability will become even more crucial in the world of virtual selling. “In a digital-first world where it’s not always possible to meet prospects face-to-face, video is becoming an increasingly important way for sales professionals to build authentic relationships,” says Kirsten Sears, Director of Strategic Sales at ON24.

3. Using Video in Sales Emails is More Convincing than Traditional Cold Calling

Marketers have long known that video email marketing far outperforms other formats. Sales teams would be wise to use a similar approach in place of tired old sales tactics. Think about it: Cold calling only offers audio. Traditional emails only offer text. However, a video sales email offers both, plus moving pictures. Video is more immersive, engages more senses, and is a far more effective way to teach multiple types of learners about your products and services.

4. Video Makes it Easier for Your Prospect to Consume Information

It’s far easier for prospects to watch a video than wade through dense written information. This is a major reason why you’d be hard-pressed to find a corporate website without a product explainer video on its homepage. A sales video email allows you to share your personalized pitch in a fun and easy format to engage with—and lets your prospect retain more of your message.

5. You Have More Tools at Your Disposal to Make a Winning First Impression

You only have one shot at a first impression, and you hardly want that impression to be a “boring wall of text.” “Leveraging video means you can harness the power of non-verbal cues to yield a better first impression,” says Olivia Bodnar, Major Account Executive At Snowflake Computing. “The brain is a curious and powerful thing, and science has demonstrated over and over that our perception of someone’s trustworthiness, power, and likeability often forms in just seconds. Small non-verbal cues, like smiling, leaning in, and eye contact can improve your first impression significantly.”

6. Improve Your Sales Videos over Time with Data

A sales video platform allows you to see if your prospect watched the whole two-minute video on the edge of their seat, or if they bounced after two seconds of watching. This valuable information helps you refine your video sales pitch over time when you see trends emerge of what works with prospects. For example, you may find that holding a whiteboard with your prospect’s name on it increases meeting bookings by 50 percent. Then you know to include it in your sales emails, and you can share this best practice with your entire team to help them meet their quotas.

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