We have left the digital era and entered the digital only era. At least for now. And the industry likely will never return to “normal”. And while we will be happy to say goodbye to 2020 and physical restrictions, there are some ways of working that we will take with us. The primary one is video.
A friend showed a screenshot of their Microsoft Teams meeting recently. There were hundreds of people on the screen.
“Normally, I'd have to travel to see every single one of them in person”, he said. “Now I just run this meeting once a week.” Instead of driving all over the country, he saves hundreds of hours of time using video conferencing.
The construction industry has embraced Zoom and Teams for daily meetings because it helps us stay in touch and saves us from writing lengthy emails.
Similarly, more and more building products businesses and manufacturers are starting to use video in their sales process. Instead of sending emails with chunky bits of boring text, they record a short video of themselves and include it in the email instead.
This may be new to you. You may think: “I hate being in front of the camera”.
But perhaps it’s time to ask your nephew, who constantly records Tik Tok videos, how it’s done. Because, like it or not, video sales is taking off.
Video for construction sales is already helping companies grow.
What’s the benefit of video for construction sales?
Here are some stats:
- 76% of companies who use video said it helped them increase sales (Video for Sales)
- Click through rates increased x2 - 3 (Why Video is a Must Have Sales Tool)
- Response rates increased x3 (Why Video is a Must Have Sales Tool)
- meetings booked increased x5 (Why Video is a Must Have Sales Tool)
These figures show that people are much more willing to engage with video content than written content. It also provides a greater motivation to take action. This should inform how we go about sales in the future.
Beyond the numbers
The numbers are quite compelling, but they are only part of the story.
The real reason video works is this: People buy from people and video builds trust more quickly.
You can introduce yourself and people immediately know what you sound like, what you look like, who you are and what you do. They may even get an impression of why you do it. Especially if you let your passion for your business come through.
So, the first tip to video marketing is: just be yourself. You’re not trying to win a Bafta. If you try and be too polished, you’ll lose the power of video sales to give people that glimpse into who you are as a person and the passion you have for your business.
This is the first of a series on the future of construction sales, so if it didn’t answer all your questions, stay tuned.
You may not be comfortable in front of the camera, but we’re all learning new skills. We’re all getting comfortable with things that seemed strange only a few short months ago. And a future where sales outreach is more fun and more personal is more fun for all of us. Not to mention the power of video sales to help our businesses grow.
To learn more about video for sales, book a meeting with Will Morris.