Have you been searching for that one sales strategy that every sales leader like you should know? One of the best things about sales is that you get to develop strong, long-term relationships with customers and prospects. That being said, there is a long path to reaching out to that initial prospect to having him or her sign on the dotted line.

Because of this, I want to share the one strategy that every sales leader should know. Whether you are a sales leader at a small company or a sales manager at a much larger one, you can rely on this strategy to help you accomplish your business goals.

That sales strategy? It comes down to video communication.

Video for Software Sales

Why Video Communication is So Important

At Dubb, we are true believers in the power of video. Video communication isn’t exactly new, yet it continues to provide massive value to small and large businesses alike. 

There are so many benefits to video communication. Having said this, I think that one of the most important is that video communication helps us feel people’s personalities. We can feel their presence—even if we aren’t in the same room with them. Even as we were under lockdown or quarantine, video communication let us make those connections with prospects, customers, friends, and colleagues. 

An example is helpful here. Let’s say that you are trying to build interest in a new product or service. The initial launch was good, but you want to sustain the momentum in your niche or target market. One extremely effective way to sustain (or perhaps accelerate) that momentum is to create video testimonials. 

Video testimonials are so impactful because you are taking a customer’s positive opinion about your product or service and sharing it with the rest of the world. Prospects that are interested in your product or service can actually see that individual raving about their experience. Even if the video is only 30 or 60 seconds, viewers can actually feel the customer’s presence. They can tell that the customer genuinely feels that the product or service created value in their life. 

Studies have shown that testimonials can go a long way in helping businesses generate more sales. However, not all testimonials are alike. While text testimonials can generate some of those positive feelings toward your product or service, video testimonials can be much more effective. Not only can you actually see the person talking about the product or service, but you can achieve these benefits at scale

Video testimonials are just one example of the power of video communication. In the end, it lets us build deeper personal relationships with virtually anyone. Especially now, nearly all of us are struggling to have some of that human-to-human contact. As lockdowns are easing and we seem to be getting closer to a sense of normalcy, we are still looking for those heartfelt human connections that make life worth living.

The beauty of video communication is that you can experience that feeling—wherever you are. Through our laptops, tablets, and cell phones, we can feel others’ personalities and preferences. It lets us build deeper, better, and more meaningful relationships. 

Develop Relationships

Applying Video Communication to Sales

This entire discussion is especially important in the sales context. No matter what product or service that you are selling, you must create a positive relationship with your prospect. At a minimum, it has to be a positive short-term relationship, but the real key is making it into a positive long-term relationship. 

While you could attend your fair share of coffee meetings and keep in touch with those customers over the holidays, video communication lets you create—and strengthen—those relationships from the comfort of your home or office. During Covid-19, ambitious sales professionals were leveraging the power of video to maintain (and even build) relationships. They were able to not only maintain those working relationships, but they could check in on prospects and clients as they were experiencing the difficult days of the pandemic. Even if they weren’t generating sales right at that moment, they were creating relationships that could pay off tenfold into the future.

At Dubb, we have seen the powerful effects of video in a sales context. Not only do you get to build closer relationships with prospects and customers, but you get to build a strong reputation in your sector or industry. In fact, we have found that people who dive into video end up leveraging video throughout their entire sales process. From building general brand awareness of their product or service to helping a key prospect across the finish line, these individuals and companies embrace the power of video. They even choose to rely on video when communicating with their teams.  

So how can you incorporate this one strategy that every sales leader should know? While the nuances will depend on your individual company, there are some best practices to keep in mind here.

First, focus on your audience. This is the key to making any kind of content, but it is especially important when you are creating video content. While it is always fun to make content around what interests us or our colleagues, you will find much more success by being laser-focused on your audience’s wants and needs. In some instances, they may want to hear more functional content about your product or service. In other circumstances, they may just want to be entertained. Whatever the case may be, you need to hone in on the needs and deliver content that meets those needs. 

Ultimately, video lets you find your audience’s concerns and limits. This is true even on a one-to-one level. It is through this communication where you can say, “Oh, we can solve that audience member’s problem by, for instance, slowly introducing him or her to our technology through a demo.” That can be the difference between successfully signing on that client or losing him or her to one of your rivals. If you are focused on your audience—both when creating your video content and when interacting with them after creating that video content—you will be much more likely to accomplish your goals.

From focusing on your audience, it is critical to be yourself. It’s a key aspect of this one strategy that every sales leader should know. In the world of creating and marketing video content, it’s all too easy to think that you need to put on a persona or some sort of mask to get the results that you want.

Be True Break Through

Some of this may come from comparing ourselves with others. Logging onto social media, we are inundated with stories of competitors or other business luminaries that are creating high-converting video content. Seeing these sleek, “professional” videos can be discouraging. It can hurt our confidence—especially if we have minimal resources or are starting out with video marketing for the first time. 

This can be a deeply personal challenge. Underlying insecurities may come into play. Having said this, being yourself is the best antidote. We are living in an era where anyone can make high-quality video content for your audience. Better yet, you don’t need an expansive budget to do so. All you really need is a camera, some software, and your charming self. 

It always comes back to personal development. It’s about looking inside of yourself, understanding that you can bring a significant amount of skills and knowledge to the world, and then taking action. Even though it may be easier said than done, you should rest assured that being yourself and embracing what makes you you is a great formula to success.

Next, it is important to start small. Oftentimes, we have huge goals. We want to appear on the cover of Forbes or we want our startup to reach unicorn status. There’s nothing inherently wrong with this, but sometimes these daunting goals can cause us to freeze up. We want to get from point A to point B, but even making some incremental progress can seem intimidating. For example, we want to call 50 people or shoot 50 videos in one day. Even though we think we can do it, when we actually start to do it, our sense of optimism quickly fades. 

One great antidote to this is to start small—especially with your video marketing work. You don’t need to start creating super long or exquisite pieces of video content to get benefits from it. Instead of that, you can simply take out your phone, share your thoughts on whatever you want, and then distribute that video to your audience. Start with one video or one call and then go from there. You need to stay patient and give yourself the time to learn how to use these tools and use them properly. 

So ultimately, give yourself a goal that is realistic. Try to find some progress that is small and achievable in the first week. For instance, that short-term goal can be that you will shoot five video messages per day. Those video messages can be 15 or 30 seconds long. Having a small, short-term, and achievable goal on your calendar is a great idea. It can help you leverage this one strategy that every sales leader should know. 

Finally, make sure that you are properly pitching the value of video communication. Even if you believe in the power of video, you are going to need your colleagues to believe it as well. This is also true if you are the CEO or are a sales leader in your company. While you can force your direct reports and colleagues to adopt video, you will get much better results if they have also bought in. 

If you are a sales leader, make sure that you are emphasizing how video can help you and your team meet their goals. Explain how video lets you build better relationships with your prospects and how it can make you more productive. For instance, one of the underrated aspects of video content is that it can be used internally. You may have 70 awesome sales videos in your library. When you are bringing on a new hire in your sales department, you can show those 70 sales videos to him or her. Those sales videos can provide some outstanding examples of what your new hires should do in their new roles. Your training can be much quicker and much more effective. 

Whether you are the CEO or a new hire, think about how you can incorporate video into the sales process. If you find a technology that solves a key problem in your sales process, don’t hesitate to pitch it to your colleagues. Even though you may not be successful every time, getting in the habit of discussing the benefits of video technology will pay off in spades. 

Take Advantage of Dubb

So as you can see, the one strategy that every sales leader should know centers on the power of video. Video can be just the thing that your team needs to accomplish your sales and marketing goals. 

If you want to better leverage video communication in your daily sales work, I highly encourage you to check out Dubb. While I may be biased, I believe that Dubb can offer you an outstanding way to capitalize on this sales strategy and generate more sales. Ultimately, at Dubb, we empower organizations to easily send videos that get results. 


How so? You can click here to view all of the features that Dubb has to offer. That said, here are some of the more prominent features that you can find on the Dubb platform.

  • The Dubb Mobile App: Available on both iOS and Android devices, the Dubb mobile app lets you record and edit outstanding video content away from your desk. With many different editing features and easy uploading to the Dubb platform, you can use the Dubb mobile app to create awesome video content and distribute it to your audience. 
  • Dubb Video Landing Pages: Video landing pages are so powerful because they are a central hub for your video content. Dubb automatically gives you a video landing page for every video and you’re able to customize that page as you see fit. 
  • Calls to Action: On your Dubb video landing pages, you can take advantage of many calls to action. These calls to action can help you move prospects down your sales funnel, thereby increasing your odds of generating more sales. Some of the calls to action that you can leverage include completing a form, scheduling a call on your calendar, or even reaching out to your company via Facebook Messenger.
  • Plenty of Integrations: By becoming a Dubb user, you get to use a wealth of integrations. Whether you are working in your favorite CRM, social media platform, or email client, you can easily access Dubb’s many features. 
  • Detailed Analytics: Dubb gives you granular data about your videos’ performance. Whether you want to get a general sense of how a video is doing or whether a specific prospect has watched some (or all) of a video, you can do so with Dubb.  

These are just some of the features that you’ll find on our platform. We are always adding new features as well. The bottom line? We are obsessed with video marketing and want to help you get the most out of it for your business. 

Taking Advantage of This Strategy

As you can see, this one strategy that every sales leader should know is all about connecting with others through the power of video. Video can do so many things—whether it is staying in touch with an important customer, showing a new prospect how you can offer value, or simply updating your audience on key changes in your sector or industry. 

Whenever a new piece of technology comes out, leaders are able to adapt and leverage the opportunities from that new technology. Better yet, they do it first. When something happens, they are one step ahead of the game. If you aren’t already, I encourage you to be like those leaders and take advantage of video today.

If you would like to learn more about Dubb, don’t hesitate to contact us. You can also click here for a free seven-day trial of our paid plans. 

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