Sales Best Practices for Video You Can’t Ignore

April 18, 2022·5 min read

Video for sales isn’t rocket science, but there are a few things you can do to improve the quality—and the impact—of your sales videos.

The more effort you invest in your sales videos, the greater dividends they’ll pay.

Best practices for creating effective sales videos range from the simple (don’t record in a dark closet) to the advanced (tailor your videos to a specific buyer persona).

You should use four key sales best practices to capture your viewer’s eye, keep their attention, and drive them to take action.

It doesn’t take much to get started, so jump in, give it a try, and keep this guide around for when you’re ready for more pointers.

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  1. Contents
  2. 1. Get the ‘Production’ Basics Right
  3. 1.1 Use the Best Lighting Available
  4. 1.2 Get the Clearest Sound Possible
  5. 1.3 Choose Your Recording Location Carefully
  6. 2. Capture Attention with Animated Thumbnails
  7. 3. Always Be Interesting
  8. 4. Tailor Your Video and Your Message to the Buyer Persona
  9. 4.1 Why them?
  10. 4.2 Why you?
  11. 4.3 Why now?
  12. 4.4 Call to action

1. Get the ‘Production’ Basics Right

At the most basic, you need to make sure you’re seen, heard, and taken seriously. A sales best practice you definitely can’t ignore for your sales videos.

You don’t need fancy equipment or tons of video production training to make sales videos. So long as you keep these classic filming principles in mind, your videos will be golden.

Learn From the Pros

Inbound evangelist George B Thomas demystifies the video creation process in his session from Fast Forward. He shares all the tools and tips he uses on a daily basis to not only grow thought leadership, community, and leads but revenue as well. If you’re ready for a simple solution to create amazing videos that will produce positive ROI, be sure to check it out.

Vidyard video thumbnail - click to play

Use the Best Lighting Available

Natural lighting is best and, often, free. Record videos in front of a window in the morning and afternoon to avoid harsh light. If you dedicate a conference room to a recording studio, ensure it has soft lighting.

Get the Clearest Sound Possible

Record in a relatively quiet space or use headphones with a microphone to dampen background noise. (If you’re still getting a lot of extra noise, try using a noise-canceling app like Krisp.)

Choose Your Recording Location Carefully

Any backdrop will do. Part of the appeal of personalized one-way videos is that they contain authentic imperfections.

If a background is too manicured and looks like a movie set, it can actually hurt you. Likewise, a blank white wall is the kiss of death. Not only does it say nothing, it’s also boring.

Try to tailor the background to the situation, and always dress the part. If you’re selling enterprise legal software, don’t record from your kitchen in your pajamas while your cat knocks things off the counter behind you.

Learn From the Pros

When Business Development Rep, Yasemin, traveled to Rome and recorded a series of video snippets featuring the Colosseum in the background. Needless to say, it earned her lots of interested responses.

It’s good advice for other reps: Take advantage of new and interesting locales whenever possible.

Vidyard video thumbnail - click to play

The agency Punch! takes backgrounds to the next level by preparing spaces for its sales team to record. Each conference room at their office sports different wallpaper designed to appeal to each buyer persona, such as wood and brass paneling for startups and more staid cubicles for large enterprises.

While the approach Punch! takes is certainly eye-catching, but it’s not a prerequisite for getting started. A good background can be as simple as finding an uncluttered space with a bit of visual interest, such as a textured wall or a busy office.

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