Sales Enablement Videos
Sales enablement videos help prospects move from interest to decision faster by addressing objections, demonstrating value, and reinforcing credibility. Unlike static sales decks or email pitches, video engages multiple senses, making it easier for potential buyers to absorb and trust your message.
- Reduces friction in the sales process by answering objections upfront.
- Increases buyer confidence through clear demonstrations and testimonials.
- Boosts engagement and retention compared to text-heavy sales materials.
- Provides a scalable sales tool that can be shared repeatedly across prospects.
Purpose: Educate prospects on your product’s features, functionality, and unique value. When to Use: During product demos, follow-up emails, or on landing pages. Best Practices:
- Keep it short and structured (2-5 minutes).
- Show real-world applications instead of listing features.
- Use screen recordings or live demonstrations for clarity.
- End with a clear CTA (e.g., book a call, start a free trial).
- Embedded on product landing pages.
- Included in sales emails before or after a demo.
- Shared in LinkedIn prospecting messages.
Purpose: Preemptively address common objections that slow down the buying process. When to Use: Mid-funnel touchpoints, before a sales call, or in automated follow-up sequences. Best Practices:
- Address specific objections (e.g., pricing, ROI, integrations).
- Keep it conversational and direct—avoid marketing fluff.
- Use real customer examples to validate claims.
- Keep it under 3 minutes to maintain engagement.
Objection | Video Content Strategy |
|---|---|
“It’s too expensive” | Showcase ROI and cost-saving benefits. Include customer success stories. |
“We already use another solution” | Highlight differentiators and why switching is easy. |
“Not sure we have the time to implement” | Use a short explainer video on the quick onboarding process. |
Purpose: Create a more engaging and personalized approach to cold outreach or prospect follow-ups. When to Use: Early in the sales cycle to establish rapport or as a follow-up after an initial conversation. Best Practices:
- Address the prospect by name for a personal touch.
- Keep it under 60 seconds to respect their time.
- Mention a key insight from their industry or problem area.
- Use a direct CTA (e.g., “Would love to walk you through this in 10 minutes—let me know if you’re free!”).
- Cold outreach email: Attach a 45-second video introducing yourself and referencing a pain point.
- LinkedIn DMs: Send a short video instead of a text-heavy message.
- Follow-up after a call: Thank them and summarize key takeaways.
Purpose: Leverage social proof to reinforce credibility and trust. When to Use: Late-stage sales conversations, proposals, or nurturing sequences. Best Practices:
- Feature real clients speaking naturally.
- Show specific, quantifiable results (e.g., “We increased conversions by 73%”).
- Use storytelling (challenge → solution → result).
- Keep it authentic and unscripted for maximum credibility.
- Embedded on landing pages and in proposal decks.
- Included in email follow-ups for hesitant prospects.
- Used as LinkedIn sponsored content targeting similar industries.
Purpose: Make complex sales proposals easier to understand and more compelling. When to Use: When delivering pricing proposals or contract walkthroughs. Best Practices:
- Use screen recording software to guide the prospect through the proposal.
- Summarize key pricing points and value drivers.
- Keep it focused (2-3 minutes max).
- End with next steps and an invitation for a follow-up discussion.
- Introduction: “Hey [Name], I wanted to walk you through your proposal.”
- Key Value Points: “Here’s what you’re getting and how it benefits you.”
- Pricing Explanation: “Let’s break down the cost and ROI.”
- Next Steps CTA: “Let me know if you have any questions, or if you'd like to move forward.”
To maximize impact, these videos should be placed strategically throughout the sales cycle.
Sales Stage | Recommended Video Type |
|---|---|
Top of Funnel (Awareness) | Product demos, brand storytelling videos |
Middle of Funnel (Consideration) | Objection handling videos, case studies, FAQs |
Bottom of Funnel (Decision-Making) | Proposal walkthroughs, testimonials, implementation guides |
Post-Sale (Customer Retention) | Training videos, onboarding guides |
- Sales enablement videos reduce friction and increase deal velocity.
- Strategic video placement at different sales stages improves conversions.
- Short, direct, and highly relevant videos work best for sales teams.
- Leveraging personalization and social proof maximizes impact.
Book a Consultation With Look Studios
- Think With Google. The Science Behind High-Converting Video Sales Strategies. Retrieved from thinkwithgoogle.com
