Last updated on 10th January 2024
Sales teams have long been using video to support their efforts, and for good reason.
Video marketing is an incredibly powerful tool that can help you connect with potential customers, build trust, and close deals throughout the buyer’s journey.
In today’s world, video is more important than ever in the sales process.
Customers and buyers are increasingly using video to discover and research products they’re interested in purchasing.
According to our own research…
What does this mean for sales teams? It means that if you’re not using video, you’re missing out on a huge opportunity to connect with potential customers and close more deals.
So in this post we’ve pulled together 20 of the best sales videos we could find. We’ll lay them out and explain exactly what we like about them – giving you a number of lessons to learn and take away for your own brand!
Let’s start by looking at a few different ways to use video in the sales process.
A video sales letter, or VSL for short, is a type of video that’s designed to sell a product or service. They’re usually between 2-5 minutes long and feature a professional voiceover, images, and sometimes even animation. They also typically follow a similar structure: an attention-grabbing opening, a strong call to action, and a risk-free offer.
Here’s a great video that will help you create (or improve) your video sales letter.
A product demo video is a short, educational video that demonstrates how a product works. Product demo videos help in the sales process by providing potential customers with a valuable resource that they can use to learn more about the product and make an informed purchasing decision.
Selling is a tough gig – a sales rep always has to bring their A-game. Sales motivation videos are designed to help motivate salespeople and get them pumped up for their next sales call or presentation. These videos typically feature high-energy music and fast-paced editing, and often include inspirational messages from top sales leaders. This won’t be everyone’s cup of tea, but it’s a way to use video to enhance the sales process – so we decided to include it!
Sales training videos are an excellent way to improve your sales skills or those of your team. These videos help develop new techniques and strategies that will help your team close more deals.
You’ve probably seen customer testimonial videos before – they’re the ones where a company’s past customers speak about their experience using the product or service. And there’s a good reason why customer testimonial videos are so popular – they help in the sales process by increasing trust and credibility.
Sales reps love personalized videos because they help to break the ice and establish rapport with potential customers. They’re a great way to increase sales and conversions because they add a uniquely personal touch to the sales process – showing you care about your customer enough to create videos (and follow ups) just for them.
As the name suggests, explainer videos are designed to, well, explain your product or service. They’re typically short (2 minutes or less), and they use a variety of visuals (like animations, graphics, and on-screen text) to break down complex concepts in a way that’s easy for viewers to understand. They’re a great way to introduce your brand to potential customers, and they can be used at various points throughout the sales process, from raising awareness to generating leads to closing deals.
Brand videos are designed to tell your brand’s story and build an emotional connection with your target audience. These videos typically feature a mix of footage (like customer testimonials, product shots, and behind-the-scenes footage) and on-screen text or a voiceover narration. Brand videos can be used at various points throughout the sales process, but they’re especially effective at the top of the funnel, when potential customers are just getting to know your brand.
Lyft has a series of these videos, and they are nothing short of inspirational! The videos help to humanize the brand and show exactly why people choose LYFT. With over 2 million views (and counting) lots of people may have been introduced to LYFT because of this video and that’s powerful.
This short and engaging and engaging video from Puls shows exactly what their product offering is. A prospective customer gets enough information in 28 seconds to know if Puls is right for them, allowing them to feel confident to take next steps.
This product demonstration from InVison shows all of the value propositions that a salesperson needs to tell a customer. But, it’s not just practical, it’s also entertaining! It gives viewers a flavour of what to expect from InVision and does it in an engaging way.
The cost video from Sheffield Metals is a little longer than the others on this list, but that works for this type of video. The company has different product offerings and people want to know the prices of them. The video uses a mixture of live action and engaging animation to keep viewers interested for the full video, ensuring they are informed and ready once it’s over.
This product demonstration video hits the nail on the head in many categories. It’s short, concise, entertaining and gets people excited about the product. The showcase of the different screens of the software mixed with the modern glitchy effects is a winner.
Bitpegs used video to show prospects exactly what they could do for them. This value proposition video entices users by showing exactly what Bitpegs can do for them, leaving them curious and interested.
AppToPay’s video spells it out and shows exactly why you should download the app! It shows what the app does, why it’s useful and where to download it. Nothing is left unsaid!
Brightstores give prospects a walk through before they even talk to a salesperson. Creating familiarity with the product will help when they are being asked to purchase because they’ve already seen what the software can do for them.
This product tour video for the Nikon Z 7II camera is a 101 in how to create compelling sales content.
With beautiful close ups of the product, paired by snappy text summaries of key features, the video gives you a clear snapshot of what the product is and what it can do. Above all, it grabs your attention – and inspires you to want to find out more.
Some software demos can be dry. Nothing of the sort here! This demo follows a consistent formula of sales videos – introducing/massaging a problem, and then introducing a product as the solution. But it does it with real character – literally! – as we see a wizard interacting with the app. It gives a real flavour of what the app actually does – and the visuals keep things light and entertaining.
This is a great example of a customer testimonial and the impact it can have. With a well-framed ‘talking head’ setup, good lighting and picture quality, we also get beautiful B-roll footage and title screens to thread the story together.
This is a salesy hybrid between an explainer video and a product demo, and we absolutely love it. It introduces HydroMover with a great formula. Again, it massages the problem – and introduces the solution. The whole thing is threaded together with beautiful drone shots and B-roll footage of the product in action, and a bassy voice that will resonate with the target audience.
There’s a subtle difference between a customer testimonial and a case study. This is very much in the arena of the ‘case study.’ It’s a colourful, beautiful video and tells a great story. But above all, it tells the story of a transformation – we inherited situation ‘A’ and we transformed it to situation ‘B’ by doing X, Y and Z. A great video, and a highly compelling addition to the sales process!
We make no mistake for going back a whole decade for this example. In many ways this ad redefined what explainer videos and sales videos could do. In one fell swoop, it introduces a product offer – monthly razors for a fixed subscription price – and differentiates that product from others in a highly competitive marketplace with an outspoken, irreverent tone of voice.
Something a little different here, but we mentioned training videos, so thought we should probably include one! We really like this video, and indeed this model of training, because it’s real. It shows legendary salesperson and motivational speaker Grant Cardone ‘closing’ on a real sales call. If you’re looking for a way to train your team, or even get better yourself, remember that YouTube and the wider web of video marketing gives us all historically unprecedented access to expertise like this!
Big head alert! We’ve given ourselves a shout out here as an example of when we rebranded our logo. By documenting that change, and pairing it with a range of new products and ideas, we were able to turn a rebrand into a sales campaign – driven by this video.
We’ve talked about brand videos already. It’s really important that people feel and experience your brand throughout a sales process. The old saying that people buy from people is certainly true, but increasingly nowadays, people also identify (and buy from) brands. This brand intro by Lenovo is a great way to introduce people to the core strands of their brand – what they stand for, what they do, why they exist and – of course – what they sell.
One of the biggest barriers to sale is often a knowledge gap: prospects not quite understanding how they’d achieve this thing or that with your app.
This example from Squarespace is great – it’s clearly labeled as a 1 minute tutorial so it’s obvious that there’s no huge investment of time for the viewer. And, without a voiceover, it just shows how a particular feature works. Best of all? This is part of a pretty extensive playlist of other features, also represented in 1 minute tutorial form – a great example of how a YouTube channel can act as a discovery vehicle, and sales tool, for your brand.
If a prospect during the sales process asks, how would I do “x”? This kind of video means you can’t just explain it to them – you can show them using a potent media blend.
This is another product demo with a difference – anything that includes the legendary Mr Krabs from Spongebob Squarepants is ok with us! What’s great about this isn’t just its use of character to add levity and colour.
It’s also accompanied by a scrollable demo which is a really fun way for the viewer to imagine how the tool would work with real data as used by a real business or individual.
Salesforce? Superbowl ad? We include this one purely to demonstrate that it’s possible even for B2B companies to reach out right at the top of the funnel and engage with brand storytelling!
We often overlook using video when it comes to sales, because it’s usually reserved for marketing. But as we’ve demonstrated, does have a place within the sales process to help support your sales reps, and communicate with potential buyers in a more concise and fun way – ultimately creating more sales and more business!
If you’re looking to increase your response rates and improve business development, take a look at how video can work for you. Check out our sales video production page and see how video could be your secret sales weapon!
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