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3 Ways Asynchronous Video Can Close the Virtual Credibility Gap with Prospects

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The sales world has transformed in the past year and a half. Now, nearly every part of the sales cycle—from sales prospecting to follow-up—is done virtually. This change has been met with praise from B2B buyers, with 92 percent preferring virtual sales interactions

Even after the pandemic ends, virtual selling (or at the very least, a hybrid model) will be here to stay, but that doesn’t mean it’s without its challenges. As sales organizations have transitioned to a remote model, new pain points have surfaced, such as onboarding new hires and coaching sales teams effectively. But one of the most significant pain points is the credibility gap between prospects and sales reps. 

With buyer interactions now done remotely, reps find it more difficult to connect in a meaningful way with prospects when compared to in-person meetings. According to a study by RAIN Group Center for Sales Research, 88 percent of sellers found it hard to develop relationships with buyers virtually. Since building customer relationships is crucial to closing deals, it’s a vital piece of the puzzle in the virtual selling era.  

Sales professionals need to focus on closing the credibility gap to reach prospects, gain their trust and convert them to customers. Asynchronous video—recorded messaging that can be viewed at any time—is one method that can help sellers leap over this hurdle. 

 

Asynchronous video adds convenience and control to the virtual selling equation

B2B buyers are busy—it can take up to 18 calls to reach them at first. They have limited time to mull over every sales email or phone call that comes their way, especially those needing an immediate response. Asynchronous video can help by adding convenience to the equation. 

With asynchronous video, sales reps can share content on their product or service without intruding on a prospect’s time. Content can be tailored to fit each prospect’s individual needs to make the experience personal, which helps build a relationship. 

Potential buyers are more receptive to information they can absorb at their own pace. Prospects can view asynchronous videos when they want, as many times as they want. This convenience allows them to properly consume the content without feeling pressured or rushed. If prospects choose to engage with a sales professional, they’ll be more receptive during a virtual sales call because they had room to come to their own decision; the groundwork for trust was laid before the meeting.

Asynchronous video also gives prospective buyers time to do their research before deciding whether to follow up with a rep; it provides introductory information and lets prospects do the rest if they’re intrigued by what they see. Once prospects bite, it’s up to sales reps to reel them in and move them further down the sales funnel. 

Because these videos often serve as the initial contact between rep and prospect, they shouldn’t be too long: stick to 30 seconds or less for the first outreach video. Be sure to include enough information to give prospects a basic understanding of your product or service to entice them to follow up.

 

Asynchronous video introduces reps before the inaugural meeting

Prospecting is a vital stage of the sales cycle because it’s the first interaction a salesperson has with a potential buyer. This adds pressure to the initial interaction because a wrong move could cause a rep to miss out on a future meeting and customer. Sellers have a small window of opportunity to attract buyers’ attention, so asynchronous video can help by being a pattern interrupt from traditional sales prospecting methods, like cold calling. 

Part of attracting attention and establishing trust between seller and customer is making the interaction feel human. Prospects don’t want to feel like they’re interacting with a robot who only wants to sell them something; they want to know there’s a person behind the script. Asynchronous video can provide that.

Salespeople can record themselves explaining their product or service, giving them the chance to showcase their personality and demeanor before ever speaking to a prospect. The potential customer will get an early idea of how the rep handles the sales process, their knowledge and their presence. If the prospect likes what they see, they can follow up with the rep.

Reps can also use asynchronous video as an opportunity to show the prospect they’ve done their homework. Nothing is worse than a seller who uses a one-size-fits-all approach to prospecting. All potential buyers are different, and a video’s messaging should be a reflection of that. Reps can demonstrate their knowledge of a prospect’s business before ever meeting with them. This will impress the prospect because the rep took the time to understand their business and customize their asynchronous content to display that, strengthening the rep’s credibility.  

 

Asynchronous video helps streamline messaging before speaking with prospects 

There’s a reason 40 percent of salespeople find the prospecting stage to be the most challenging. They have to contact prospects multiple times (to no avail usually), endure tense conversations and face rejection—an arduous process over time. Part of this frustration comes from meetings that lead to a dead-end, and reps are often to blame for why this happens.  

According to Allego’s “Who Owns Sales Enablement” report, nearly 70 percent of companies say their sales reps frequently stray “off message” when they sell—which only adds to the credibility gap. Prospects can sense when there’s a lack of focus at a meeting and when a rep is flying by the seat of their pants. If buyers take the time to hear a seller out, they don’t want their time wasted. 

Asynchronous video allows salespeople to practice their message delivery before they get in front of the prospect. The advantage of recorded video is that sales reps can watch their own video and re-record it if they’re not satisfied with their performance. They can also share the video with their sales leader, who’ll give constructive feedback on ways to streamline messaging. Because this process occurs asynchronously, reps will have more time to adjust and improve their messaging prior to the next meeting. The result will be a rep who comes to a call more prepared and a prospect who’ll be more open-minded.

 

Conclusion 

Asynchronous video offers a modern way to get through to prospects and eventually convert them to customers. By using asynchronous video as a convenient way for prospects to digest information and follow up if interested, introduce them to reps before the first meeting, and streamline seller messaging, sales professionals will be on their way to gaining a prospect’s trust and closing the virtual credibility gap. 


Allego’s chief revenue officer, George Donovan

As Allego’s chief revenue officer, George Donovan is responsible for achieving the company’s customer acquisition and sales goals. A proven sales leader with over 20 years of sales, marketing, operations and management experience, Donovan is a sales enablement enthusiast who loves tools and systems that empower people. Before Allego, Donovan served as the chief sales officer of Compete during its rapid growth from $30 million to $110 million.

  • Originally published January 5, 2022, updated January 10, 2022