Close More Deals With Video Storytelling Techniques

There’s really no way you can blow your credibility with buyers faster than the four words, “But wait, there’s more!” We all know what’s about to follow: Listeners are going to be sold something.

Nobody likes to be sold to—they want to feel engaged, respected, and treated like rational human beings with many options and the right to walk away. Yet, when salespeople are new to video, they can come across like late-night infomercial hosts pitching some sort of slap-chopping kitchen appliance.

To hook your prospects and actually close deals using sales videos, you’ll have to learn the nuances of video storytelling.

5 video storytelling techniques for sales teams:

1. Hey! Start with an abrupt lede

David Ogilvy, father of modern advertising once said, “Five times as many people read the headline as read the body copy.” The same principle holds true for storytelling, where people really do judge books by their cover, and for video, where research shows that you only have a matter of seconds to capture your viewer’s attention. Hook them early with a powerful lede.

What makes a great lede? It should be abrupt, attention-grabbing, concise, and talk benefits, not features. Here’s an example:


2. Show, don’t tell

Who’s more credible, you or a research firm like Forrester or Gartner? Our point precisely. Let them do all the talking and rather than telling customers how they’ll benefit with phrases like “I promise you’ll see results,” or “It will work for you,” show them by citing research. Use statistics and quotes in your video, and even highlight them on your whiteboard.


3. Omit ‘filler words’

Umm…well…like…these are what linguists call filler words and people use them to fill conversational gaps while they think. These words are perfectly natural—practically everyone defaults to them—but they can slow your storytelling to a crawl and make it difficult for viewers to understand you.

Eliminate fillers from your vocabulary by recording and watching yourself over and over, and learn to be comfortable with pauses. In your head, silence may feel like it lasts for an eternity but when you watch yourself, you’ll find that it looks quite normal. You can even emphasize these pauses as a storytelling technique to create anticipation right before or after key points. To see this in action, watch how the late Alan Watts punctuates his speeches with silence:


Once you think you’ve got it down, have all the other salespeople around you commit to calling each other out when they hear filler words. You can even create a communal ‘filler word jar’ for frequent offenders.

4. Foreshadow

Great storytellers keep audiences interested by introducing questions through foreshadowing, or hinting at what’s to come. Will Luke finally confront Darth Vader? Will Jay Gatsby ever win back his lost love? Will this movie about emojis ever come to an end, please oh please?

You can create the same addictive anticipation in your sales videos by describing the problem and the benefit but leaving out details on how that actually works. For example, saying “Healthcare companies like yours struggle with compliance, but that’s why we help them reduce paperwork and liability through a proprietary technology.” What technology, the listener wonders? Well, they’ll have to schedule a call to know more.

5. Use analogies

Great storytellers move the narrative along by shortening things up with analogies and you can do the same with sales videos. Analogies break complex topics into very simple ideas that anyone can grasp instantly. It’s why entrepreneurs sum up their companies as “the Uber for this” or “the Airbnb of that,” or screenwriters pitch their scripts as “The Godfather, but set in X” or “This generation’s Casablanca.”

What’s a well-known product, service, or idea that you can relate your company’s service back to? Come up with an analogy and instead of saying “It’s a business-focused multi-sided software platform,” just go with, “It’s Amazon for business.”

All good stories come to an end

How do all good stories end? Right where they began. Frodo returns to the Shire, Simba becomes king of the savannah, and all great sales videos summarize the lede that they began with and offer a call-to-action. Be specific with the date and time that you’d like to connect, and even tell them when you’ll reach out again if you don’t hear back (a little foreshadowing, anyone?). Once you’re done delivering your message, say thanks and sign off. As long as you’ve told a great story (and aren’t selling some slap-chopping piece of kitchenware) there’s no need to ask them to wait—this time, there isn’t more.  

Want to really master video sales? Watch 3 Sales Leaders Give Their Video Selling Secrets.

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Arm your Support Managers with Surefire Sound Bites

Unfortunately for customer success organizations, information unravels as it travels. The larger they are, the harder it is to keep everyone on-message, which is why many companies spend so much time on codifying processes. They write scripts, publish decks, train on scenarios, record and replay calls, and launch computer-based training platforms, and yet 44 percent of customers still report that they get the wrong information from support managers (CSMs).

How can you arm your success managers to deliver messages that include the right answer? With surefire sound bites.

Video communicates a wealth of nonverbal information that’s critical to CSM training

Surefire sound bites are short, 1 to 3 minute videos where your best support leaders and managers record the perfect messaging to train CSMs on common scenarios. For example, do customers always ask for ‘a little extra’ during renewal? That’s a sound bite. Do users call complaining about your software when it’s their internet provider that’s to blame? That’s a soundbite. Any common scenario is fair game.

These videos should be quick and dirty—feel free to use a webcam or phone—but make sure that it’s recorded in the office during work hours when the video’s author is warmed-up and feeling inspired. That’s how you’ll capture the tonality, phrasing, and gestures that are critical to training.

You see, video has a major advantage over scripts, decks, and audio recordings. Viewers get to see the non-verbal communication that goes along with the words. This accounts for some 60 to 90 percent of the message if you believe the old studies, and it makes your training vastly more memorable.

Just see for yourself. Which of these is easier to follow?

The Text:

  • Customer: Seems pricey. Any way you can discount it?
  • CSM: We appreciate your business tremendously. That said, it looks like you’re only renewing for a single year, but if your renewal were for two to three, I’d have the ability in the system to apply for a discount. Are you perhaps interested in extending it?

The Audio

The Video


Surefire sound bites arm CSMs with the training they need to deliver better, more convincing, on-message support. To make use of them, however, you’ll have to make them actionable.

How to make your surefire sound bites actionable:

1. Create a sound bite library

We all have different learning styles but for the majority of people, repetition is key. Provide your customer success team a curated library of surefire sound bites that they can listen to over and over again, internalize, and repeat. When everyone in your support organization gets the same verbiage, hand motions, and content from the same source, it puts everyone in lockstep with the same solid message.

2. Include a WIIFM

Whoever said “build it and they will come” had absolutely zero experience with employee portals and internal libraries. These are often a place where good ideas go to be alone, forever. If you want your surefire sound bites to actually help agents, they need a WIIFM (what’s in it for me?) element to entice them to seek out the videos.

You can do this by making sure that the videos offer actual value. Start by naming the videos for the problems they solve for CSMs. For example, instead of titling a video “Response for irate customer,” call it something snazzier like “How to get a ‘10’ NPS score from an already irate customer.” Next, advertise the new library to success teams, encourage their use, and track what’s working and what isn’t with video analytics.

3. Include executives

It’s not just your CSMs who have something to say: Tap all of the greatest talents in the business for the things they’re each best at. Have a sales leader who’s excessively suave and persuasive? Have her record a sound bite on heartfelt apologies. Have a CEO who does a world-class job of telling the company story concisely? Get it on video. Gather sound bites and expertise from anyone who has something to add.

So, what do you do the next time you see a spike in customers who claim they’re getting the wrong information from customer support managers? Arm your team with surefire sound bites. They’ll tighten up the whole success team’s messaging, empower CSMs to resolve issues with confidence, and improve your overall quality of support.

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Traditional Video Hosting Versus New Gen Video Platforms

Using video is more than just a great way to help you tell your story and engage your audience. It can be a strategic driver of value across your entire business. But even if you have the best video content, failing to choose a video platform that’s suited to your business goals will mean that the value of video remains locked away.

My name is Jeff Gadway and in this Chalk Talk, we’ll discuss the differences between traditional Video Hosting

Video hosting solutions are platforms that provide a storage mechanism for video assets. Basic hosting platforms typically store video on a server, and make use of a video streaming technology to serve the video to viewers.

“>video hosting and new generation video platforms and which makes the most sense for you based on your business’ needs.


The old vs. the new

As more businesses adopt video, a growing number of options have become available when it comes to video platforms. You can loosely group them into two categories, traditional video hosting solutions and new generation video platforms. Both have their merits and could be viable options for your business so we’re gonna take a closer look at each one. First up, our traditional video hosting solutions like YouTube and Vimeo. These services offer basic hosting, management, and measurement of video content. They’ll let you <span class="glossaryLink cmtt_Video Promotion" data-cmtooltip="

Placing a video within the HTML code of your website. The video can be played in-line alongside the rest of your awesome content on the page.

“>embed your content on your website and do a good job of playing it back on desktop and mobile devices. When it comes to measurement, they offer basic analytics like video engagement or viewer demographics at an aggregate level. Traditional video hosting is great for businesses that are just getting started with video, for those that simply need basic hosting and playback, or for those in B2C markets using video purely as a brand tool and way to engage audiences on YouTube. But for businesses looking to embrace video as an integrated part of how they go to market, traditional video hosting isn’t equipped to meet their changing needs. A growing number of businesses are looking to video as a way to generate better business results like generating new educated leads from their existing content libraries, improving conversion rates by qualifying leads based on video consumption, improving engagement with content, your website, email campaigns, all through personalized and interactive content experiences, or maybe booking more meetings with personal video emails in selling and prospecting, boosting employee engagement with secure video communications, and ultimately demonstrating ROI by linking video engagement with close revenue and employee productivity.

New generation video platforms are better suited to these goals. Why? Simply put, they’re better equipped with more capabilities than traditional video hosting in three key areas. First, they’re designed to help businesses create and optimize high performance content. Second, they allow businesses to leverage a broad suite of distribution channels more effectively. And last, they track valuable insights on videos, channels, individual viewers, that help businesses to make smarter decisions and optimize business results. We’re gonna dive in to each one of these three areas in more detail and contrast the differences between traditional video hosting and new generation video platforms.

As a business’ Video Library