It’s all moving so fast!
With technology evolving at unprecedented rates and a new advancement in AI seemingly happening every other day, it’s tough for sales teams to stay on top of the latest trends, offerings and products in their own organisations, let alone the wider market.
Sales enablement and sales excellence teams do their best to keep teams updated and in the know, through regular F2F training, powerpoint cascades and newsletters but pages of text and pre-recorded webinars aren’t the most inspiring way to engage and educate a sales audience. Sales teams who really excel do so when they’re learning directly from their peers.
Video is a fantastic resource for sales enablement/success teams – it’s engaging, quick to digest and when used correctly, a powerful tool to promote P2P learning. Here are 3 crucial considerations before you utilise video.
Before producing/commissioning any video content take time to consider…
Message/subject matter
Successful peer to peer learning is best when it’s insightful, engaging and is upskilling and/or promoting behavioural change. With this in mind, consider – what’s the information you want to share with the wider sales team and most importantly, what’s the lifecycle of this information? Is it going to date rapidly? If so, video may not be the best solution. If it has a longer shelf life – a team member talking about how they elevated their sales cycle through engaging with other business units for example – is far more suited to video.
Form
Closely linked with subject matter is the form that the content will take. Are you producing a large collection of 60 second top tips? Then capturing recordings with members of the sales team next time there all in one place is a great use of time and resources. Is it a deeper dive into a complex product or offering? An animation could be ideal, but the production time and cost is likely to be higher. Consider the best way of sharing your message with your audience in a way that’s engaging and educational, yet also fits into their busy working days.
Delivery and success
Talking about busy working days, how are you sharing the content with your audience? How will you ensure it doesn’t get lost in the deluge of wider business comms? Have a plan in place that’s aligned with the team’s comms calendar and also the wider business. How are you measuring success? There’s far more to video metrics than view count – how are you going to collate honest feedback and generate success metrics? More on this in a future email.
It doesn’t stop there!
Remember – what’s the message/subject matter, what’s the best form for them to take and how are you going to deliver it to your audience? One of our clients had the content play out at 3 sales conferences across EMEA, then sent them out via email, sending audiences to the online portal they were hosted on! Bravo! Find out more about the project here.
If you want to more info, get in touch.
