BUSINESS EDU Show and Sell: Tips for Using Video as a Sales Tool – by Cathryn Castle Garcia, Owner, ClearStoryCoach.com, The Azores Cathryn Castle Garcia is a writer, business strategist, & co-owner of C2G2Productions.com, a multimedia production company.
In last month’s article on truth- telling as a sales tool, I mentioned mar- keting expert and author Marcus Sheridan’s book, The Visual Sale, in which he and co-author Tylar Lessard identify video as a highly effective way for businesses to explain complex ideas and build trust with customers.
looking at a still image or reading a block of text. If we want customers to pay attention, video is proving to be the winner. Let’s say you have a new client interested in learning to dive. They’ve stopped in. Of course, you chat them up about scuba lessons and capture their contact information. Now, you can text them a message with a video link, saying, “Thanks for stopping by earlier. It was great to meet you. Here’s a video of our ‘Try Scuba’ ses- sion we talked about. We’ve got one scheduled next Sat- urday. Space is limited. Call me and I’ll reserve your spot.” 4. It saves time and adds value to a conversation. If you create short videos that illustrate various frequently asked questions (FAQs), the next time someone calls, in addi- tion to answering their questions in real time, you can get their cell number and text them the appropriate FAQ video, with the message, “Take a look. And then let’s talk some more.” Tips for Getting Started
If you’re not already using videos to promote your business, this article can help you get started. If you’re already posting videos, you might pick up a few tips that will improve and streamline your video production process. Why Video? We’ll answer this question in four parts: 1. Speaking directly to your potential clients via video lets them see your face and hear your voice. It helps quickly
establish a personal connec- tion that builds trust. I’ll bet you have a favorite video podcaster or celebrity you watch regularly. Over time, it’s likely you’d say, “I almost feel like I know them,” even though you’ve only seen their
If you’re thinking you’ll need a substantial investment in tech equipment, rest easy. All you need is your smartphone, a tri- pod or sturdy surface on which to rest your phone/camera, and
videos and haven’t met them in person. You get to know their personality and you develop a level of familiarity. Case in point: I’ve watched interviews of Sir David At- tenborough and heard his nature documentary narra- tions so often that if I ever got to meet him in person, I’d probably rush in for a hug. He feels like family to me. (I just hope his security detail would be understanding.) 2. It’s what potential customers expect and want. Our smartphones make it easy. According to video produc- tion company Wyzowl.com, a whopping 96 percent of customers polled in 2024 indicate they’ve watched an “explainer” video to learn more about a product or serv- ice prior to engaging with sales staffers. Clearly, “no con- tact” consumer searches are a thing. Your potential clients are likely to check you out online before they walk through your door. 3. It improves conversions. Studies are showing video con- tent holds a prospective buyer’s attention longer than just
some good lighting. For best results, make a small investment in a lavalier microphone and a ring light, both of which are easy finds online and at a tech store. You’ll also need an ed- iting tool. Popular free editing tools include CapCut, YouTube Create, and InShot. For Apple users, iMovie is also popular. The next tip comes from one of my favorite YouTube stars, Ali Abdaal, a former doctor who’s now a fulltime YouTuber with over six million subscribers. In his “How to Start a YouTube Channel” video he says, “Get going. Get good. Get smart.” He advises you to get over yourself and just record and post your video content. Never mind if you don’t like the way you look on camera or can’t stand the sound of your voice. Just start, because done is better than good. You will get better at it when you keep at it. Abdaal’s video tutorials on how to get good at making videos are straightforward and packed with useful advice. I suggest you
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