Producing Videos That Sell – Tip #08: Websites Increase Your Sales Cycle, Video (can) Shorten It

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I want you to think back for a second. Before there were websites, how did somebody learn about a business? More often than not, they picked up the phone and spoke directly to a person who was taught about who they were, what they did, and the problems they solved. Today, because of websites, a person never has to speak to anybody when deciding whether a company makes their short list.

As a result, your website acts like a brick wall with a bunch of “flyers” pasted on it. Because everybody thinks they’re smart, this explains why the average amount of time somebody spends on a website is one minute. This, in turn, increases the sales cycle versus being able to simply speak to a prospect.

Great video solves this problem. It keeps people on your website longer, allows you to properly establish your credibility, and human-enables your online presence.  This works because the very first step of the sales process, regardless of what methodology you use, is the getting to know you phase.

Competition is fierce. For a non-commodity product or service, I have to like you before I buy from you and your company.  Video, when done correctly, shrinks the sales cycle by satisfying the getting to know you phase. Additionally, if done correctly, your video will also create curiosity. A curious prospect will engage. A non-curious prospect. . .not so much.

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