When companies plan a video strategy, they usually start with the big, visible audiences: customers, prospects, social followers, website visitors. One of the most important audiences tends to get overlooked: the sales team.
Your salespeople are in front of prospects every day. They hear the objections, field the same questions, and watch deals speed up or stall. A video that gives them a better way to do that job is worth far more than another polished piece of brand content that never leaves the website.
Start by Talking to the People Who Are Actually Selling
Before you write a script or book a shoot, talk to the people who sell your product or service. They know things that never make it into a creative brief.
Some questions to ask:
- What questions do prospects ask over and over?
- Which concepts are hardest to explain?
- What do you wish you had a video of to send to a prospect?
- Where in the sales process could video make your job easier?
The answers will point you toward content with a built-in audience and a clear purpose. If three different salespeople independently say, “I’m always explaining how our onboarding works,” you’ve found your first video.
Practical Ways to Involve Sales in the Process
Interview salespeople before developing a content strategy. Make this the first step, not an afterthought. Short one-on-one conversations tend to be more honest than a group meeting, where people often defer to the loudest voice in the room.
Identify common prospect questions and objections. Look for patterns. The questions that come up in nearly every conversation are the ones a video can answer once and for all. Objections are just as valuable. A well-made video that addresses a concern directly, in a calm and credible way, can do work a salesperson may not have time for on a call.
Find opportunities to simplify. Complicated products, services, and processes are where video shines. Motion, visuals, and a clear narrative can make something click in two minutes that might take a salesperson twenty to explain. If your team struggles to describe something, that’s a strong signal.
Create videos for specific stages of the sales funnel. Generic “brand” content has its place, but sales teams need tools matched to where a prospect is in the process. An early-stage prospect might need a short overview that builds awareness and curiosity. Someone in the middle of evaluating options might need a deeper look at how your solution works. A prospect close to a decision might benefit from a customer story or a video that addresses final concerns. When a video fits a specific moment, a salesperson knows exactly when to send it.
Define the desired know, feel, do outcome for each video. This is one of the most useful exercises in video planning. After watching, what should the prospect know? How should they feel? What should they do next? Be specific. “Understand how our process works, feel confident we’ve done this before, and schedule a demo” is a far better target than “learn about our company.”
It also helps to ask a harder question: what can this video accomplish that a sales call, an email, or a PDF can’t? If the honest answer is “nothing,” it may not need to be a video. If the answer is that it can show a process in action, convey a team’s personality, or put a customer’s voice in front of a skeptical buyer, you’ve got a strong reason to move forward.
Get feedback from sales after launch. Publishing the video isn’t the finish line. Check back in with the team a few weeks later. Are they using it? Are prospects responding to it? Is it helping conversations move forward, or sitting unused in a shared folder? This feedback tells you what to refine, what to retire, and what to make next.
Make Something the Sales Team Will Actually Use
The goal is to create something the sales team will reach for because it solves a real problem and helps move a prospect closer to a decision.
When salespeople see that a video was built from their input, answers their questions, and fits naturally into their process, they’ll use it, and they’ll start asking for more.
So, if you’re building a video strategy, begin with a simple question for your sales team:
“What would make your job easier?”
Their answer is the best creative brief you’ll get.
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