Video practice provides salespeople a sandbox to sharpen their storytelling, objection handling, presentations, and other sales messaging. The goal is to become comfortable with the many common or critical sales conversations and ensure every customer interaction is effective.
When the camera is on and the sales rep is being recorded it’s stressful. Nothing passive is happening. Short of live role-play it’s the toughest sales training available. It’s also the most effective and the only viable solution to having reps get out of their comfort zone using technology. Nothing brings confidence like learning something new and being able to communicate the information, or point, with personality and assuredness.
The training encourages your reps “be themselves” when practicing on camera. Nobody wants to come across sounding like they are reading a script. If the practice scenario is having reps tell a story about a customer who used your solution to solve a problem, and the resulting success, we want to see the unique energy and style each rep uses. It also helps front line managers get into the mindset of their team to address any skill gaps.
With that being said… it is also valuable to have your sales teams focus on the language and purpose of the message. Take personality and ego out of the equation. By being mindful and bringing intention to every word it helps slow down the presentation and internalize the purpose of what is being communicated.
A benefit to this is showing reps how to have sales conversations as an advisor or trusted partner rather than a bundle-of-energy salesperson. If someone asks for directions to your house you would simply give directions, not sell them on the importance of showing up. If you gave the directions with confidence, at an easy pace (to make sure the listener is following along), focusing on the accuracy of street names and turn directions you ensure the listener will arrive. The same applies to a buyers journey.
An easy example to try this type of video practice would be a scenario asking reps to explain why your company is in business. Have them be mindful of each word they would say in response. How do they communicate the vision or mission so each word is concise and impactful? With the message as the only tool (not personality) how well can they build a bridge?
One other benefit is it helps front-line coaches move away from focusing on subjective intangibles like “style” and focus only on what is being said. Accuracy, pace, and conciseness are simply easier to give feedback on and ensures they aren’t trading these points for charisma.