Pitching products or services through presentations is a key sales activity for many B2B tech or engineering companies.
Presentations allow you to inform customers about what you do and how you can help them. They also allow you to build relationships with your customers, which brings trust. These things are vital to selling complex products and services.
But let’s be frank, presentations can also be a drag….
Daydreaming and sketchpad doodling while on the receiving end of a presentation are things that almost all of us would be guilty of.
However, I know how hard it can be to captivate an audience. During my time working as a technical salesperson, I gave countless presentations to clients. Glazed-over eyes and bored expressions were not that uncommon.
This is not a criticism of my audiences. I don’t blame them. I think PowerPoint slides by themselves are bland, and unless you are an amazing presenter, something extra is needed.
I believe that something extra is—explainer videos. Not intended to replace in-person presentations, but to enhance them. So, in this blog post I will go over 4 reasons you should integrate explainer videos into your client presentations.
1. Explainer Videos Add ‘Wow Factor’ to Your Presentations
Everyone loves a good video.
I was a little surprised when I heard YouTube is now the world’s second largest search engine. But it actually makes sense. Online video has become a large part of everyday life, from making us laugh with cat videos, to giving us the latest news. It’s becoming—if not already—our primary medium for content consumption.
In fact, research by Limelight suggests that people are spending 6 hours and 48 minutes a week watching videos. And it is only increasing! How often do you see people walking blindly because they are paying more attention to the football match on their phone? For me, it’s a pretty regular sight, and it’s one of my pet peeves!
But anyway, hopefully you can see how much we all like video.
Using explainer videos in presentations takes advantage of this love affair. A nice video will impress clients as it shows commitment to engaging them. It shows that you want to inform them.
Videos are also entertaining, which is why they are so popular today. Using immersive visuals, fun sound effects, and tone-setting music in your explainer videos to make them enjoyable to watch. Building a story and including humour can further raise the entertainment value of your videos.
This commitment to inform and entertain through explainer videos creates ‘Wow Factor’.
Ultimately, you want to leave a good impression on your clients when you present. You want to make sure your audience remembers what you do and how you can help. By leaving them with a “Wow!”, there is a much better chance you will pull this off.
2. Videos Help Explain Complex Things And Ease The Pressure On Salespeople
Video conveys heavy content more clearly. Much more so than static presentation slides.
The mix of animated visuals and voice-over in video adds more context and explains dynamics better. For example, a video can explain how an internal combustion engine works. Animation could show how the pistons drive the shaft, and the voiceover could explain valve timing, etc. An animated exploded view could even show how all the parts come together.
In contrast, using static slides would make it much harder to convey the workings of an engine. The lack of moving visuals and in-sync voice-over would require viewers to use a lot of imagination to fill in the gaps.
Videos can also have more emotive influence on an audience. Studies by Nobel Prize winning psychologist, Daniel Kahneman, have found that humans are largely irrational beings: emotions often drive our decisions more than logic. And video can exploit this.
For example, using dramatic visuals and music in your videos can help discourage your audience from doing something you don’t want them to do. Or, if you want to promote your product, an elated tone can support your selling points.
Explainer videos also ease the pressure on your sales team. By autonomously explaining things, videos allow salespeople to present ideas even when they may not have a complete grasp of the details themselves.
The role of the technical salesperson can be tough to fill. It requires both technical knowledge and sales skills. Often, it’s hard to find people who tick both boxes. Even if you do, people move from job to job quickly these days and you will need to train new recruits at times.
However, explainer videos can help greatly with this training. They can also allow you to prioritise sales skills over technical knowledge when hiring, as they make conveying complex things easier.
Client presentations must make your audience wiser. Your customers need to understand your selling points if they are to choose you. Explainer videos help ensure they do and allow your sales team to focus on making sales.
3. Explainer Videos Save Time and Cater for Our Lousy Attention Spans
We live in a busy world. Not only are we busy, but our customers are too.
By making your messages clearer, explainer videos can shorten presentation times. This allows you and your customers to spend more time on other things.
Have you ever had trouble getting in front of a potential client? I know I have, and I suspect it may have been down to time. Some clients may be concerned that a presentation will take up an hour of their day, which they don’t have to spare.
Here, proposing shortened presentations with the help of explainer videos could open more doors for you. Then, following up with more videos for clients to watch in their own time could allow you to get more messages across with minimal disruption.
On top of saving time for other tasks, making presentations shorter with explainer videos can help with keeping an audience’s attention. The limits of attention are subjective: it depends on the person, the topic, and distractions, etc. But it’s pretty safe to say that attention can often struggle around the 20 minute mark.
Regardless of what your audience’s attention span really is, it is always better to err on the side of keeping presentations short and sweet to minimise the chance of people zoning out. If you present for one hour, but no one was listening during the second half, was it worth presenting for that long? I would argue not.
Therefore, emphasis should be on content delivery and not presentation length. Focus on conveying your key points clearly and quickly, rather than cramming as much info in as you can. Videos can help with this and ensure your audience takes your messages home.
We all could benefit from saving time. Once time passes, we don’t get it back. So why not use explainer videos in your presentations to make the most of the time you’ve got?
4. Explainer Videos Make Online Meetings More Engaging
The COVID-19 pandemic has greatly affected the way we work. Virtual meetings over Zoom are now the new norm—even when our customers are only a couple of blocks away.
No matter how the pandemic plays out, virtual meetings are here to stay. They enable long distance dialogue, which is only going to be more necessary in the future. Increased globalisation and flexible working conditions will spread us further apart and make it harder to meet clients in-person.
Therefore, it makes sense to pay attention to your online presentation game as well.
As handy as online meetings are, they have the drawback of being more restrictive in terms of physical communication. In an online meeting, you are typically confined to sitting at your desk and your body language is limited.
The book, Never Split the Difference by ex-FBI lead negotiator Christopher Voss, states that negotiations follow the 7/38/55 rule. That is, 7% of communication is verbal, 38% is the tone of voice, and 55% is through body language! As sales pitches are a form of negotiation, body language is vital here too.
Given this, you may find that you make less of an impact with your clients online.
However, using videos in online meetings can make up for these downfalls. In-person footage will allow for more body language and will give your audience a better idea of who you are. It will make your sales pitches more personable and trustworthy.
How Techsight Can Help
At Techsight, we love making explainer videos for tech startups and engineering related companies.
If you need videos to help you pitch your solutions to clients, contact us here.