When to Use a Video Brochure Instead of a Sales Presentation

A strong sales presentation can be extremely effective when a prospect has already agreed to give you their time.

As a salesperson, you can answer questions, tailor the conversation to your audience, explain details, and build relationships in real time.

However, a presentation only works after a meeting is scheduled.

That’s where video brochures offer a significant advantage.

Instead of waiting until a prospect agrees to a conversation, a video brochure helps create enough interest to earn that conversation in the first place. It can introduce what you’re selling, explain why it will help their business, demonstrate how it works, and give you a natural reason to follow up.

For many companies, the best strategy isn’t choosing between a video brochure and a sales presentation. It’s knowing when to use one or the other.

Video Brochures Help Meetings Get Scheduled

One of the biggest challenges in sales is getting the attention of someone who hasn’t responded to emails, phone calls, or other outreach.

You might have an excellent presentation ready, but that presentation has very little value if your prospect never agrees to meet with you.

Fortunately, video brochures have proven to help meetings get scheduled.

For instance, a salesperson from CornerStone OnDemand said, “I have been trying to get a hold of (this) company for months now with no luck. Then I sent their CEO the video brochure mailer and he all of the sudden called me to set up an appointment! Yay!”

Something very similar happened for APYX Medical. They created Renuvion, a procedure designed to tighten and rejuvenate loose skin without invasive surgery. But even with an innovative product, their salespeople were struggling to get meetings with dermatologists.

However, after they began using video brochures from MediaFast, their salespeople reported receiving callbacks “before we even got back to our office.”

In both cases, video brochures helped solve the same challenge, which was getting prospects interested enough to respond.

Video Brochures Give Prospects More Context

Sometimes a prospect isn’t actually refusing a meeting. They simply don’t understand enough about a product, service, or opportunity to know why learning more about it would be worth their time.

To overcome that, video brochures can provide that context before a salesperson ever gets involved.

For example, a video brochure can introduce:

• A product, service, or opportunity
• The company behind what is being offered
• Problems it solves
• Important differentiators between competing options
• A demonstration
• Customer success stories
• Personnel they could work with

Topics like those can make follow-up conversations much easier.

For example, here’s what Joshua Sellers from Radian Flex stated after his company’s video brochures were distributed: “They’re starting to arrive to customers and we already have meetings setup to discuss (our) product. Probably best ‘brochure’ I’ve ever seen.”

In that case, their video brochures weren’t simply supporting meetings that were already scheduled. They were helping create a reason for those meetings to happen.

Video Brochures Help Messages Work Without a Salesperson

Live presentations require a salesperson to be present, but video brochures do not.

Whether dropped off in-person or mailed as a video mailer, their message can work whether a salesperson is in the room or not.

Some of the advantages they provide are that recipients can:

• Rewatch their video content
• Share them with other executives
• Bring them into internal meetings
• Learn more from printed info on them
• Keep them to revisit later if now is not the right time

Basically, instead of relying on one person to accurately repeat what a salesperson said, a video brochure can deliver the same message over and over again to anyone who watches it.

And all of that can happen without a salesperson being present.

Showing Is Better Than Telling

Some products, services, and opportunities are simply easier to understand when people can see them in videos.

For instance, a video can show:

• Demonstrations
• Procedures
• Before-and-after results
• Technical details
• Equipment in operation
• Facilities
• Processes
• Real-life testimonials

While all of those things can be shown during a live presentation, the difference is timing.

With a video brochure, a prospect can experience them before deciding whether to meet with a salesperson.

That also gives salespeople an opportunity to demonstrate value before asking for time on a prospective client’s calendar.

For offerings that are unfamiliar, visual, innovative, or difficult to explain with words alone, that can be a major advantage.

Presentations Work Best When Prospects Are Ready for Real Conversations

Video brochures are powerful sales tools, but they don’t replace the advantages of live presentations.

For instance, a traditional sales presentation is often a better choice when:

• A prospect has already agreed to meet
• Questions need immediate answers
• A presentation needs to change based on who will be watching it
• Pricing or proposals are being discussed
• Several people need to work through details together
• A salesperson needs to better understand a prospect’s needs

In those situations, the ability to interact in real time becomes more important.

That’s why the strongest strategy is often not choosing one format over the other. It’s actually using both.

A video brochure can help earn a meeting. Then a salesperson can use the meeting to answer questions, understand needs, and move a conversation forward.

Video Brochures Make Sales Presentations More Productive

When a prospect has already watched a video brochure, a salesperson may not need to spend the first part of a meeting covering basic information.

The prospect might already understand:

• Who the company is
• What their offerings do
• Why they’re different from other options
• What problems their offerings solve
• Why a conversation may be worth their time

That gives the salesperson more time to focus on what’s usually more valuable, such as questions, needs, fit, implementation, pricing, and next steps.

In that sense, a video brochure can do more than help create a meeting.

It can also help a sales presentation begin further along in the buying process.

Why Companies Continue To Use Video Brochures

The strongest evidence about how video brochures perform comes from companies that use them.

For example, Dario Baldoni wrote in a Google Review: “Our sales team loves using the video brochures as a sales tool and our resellers love using them as well.”

That points out how they aren’t meant to replace every sales conversation.

They’re designed to help create attention, communicate value, start conversations, and give sales teams a stronger way to reach prospects before a live presentation takes place.

Use the Right Tool for the Right Stage of the Sales Process

If a prospect has already agreed to a meeting with you to discuss their needs, a sales presentation is ideal.

However, if the challenge is getting them to agree to a meeting in the first place, a video brochure is often the ideal first move.

By helping prospects understand what you’re offering, see its value, and become familiar with your company before a meeting ever takes place, video brochures can make it easier to earn the conversations you want.

If you’d like to experience a video brochure in person, click this link to request a FREE SAMPLE.