Here's how to create 1-on-1 videos that really connect with prospects

You've just started TAYA Mastery and now, as part of it, you need to start creating 1-on-1 videos for your prospects. Pretty exciting, because while you may have years of experience with sales calls, creating personal videos is new to you.

All kinds of questions haunt your mind:

• What exactly should I say in such a video?
• How long can he be?
• How do I make sure my message gets across?
• How do I get the prospect to actually take action after watching my video?

As a head coach at Buzzlytics, I train sales teams in creating 1-on-1 videos. I see in practice what works and what doesn't and help teams successfully integrate video into their sales process. I've been doing this for years and, when I was CMO at a SaaS company, also trained my colleagues in 1-on-1 videos.

When I was gone from there for a year, I came in again and then my sales colleague of the time came out of his office to tell me that he was still using these videos very successfully in his work. So I've seen plenty of evidence that 1-on-1 videos work - provided you use them in the right way.

In this article, I'll explain exactly what a 1-on-1 video is and how to use it effectively in your sales process. You'll learn what types of 1-on-1 videos there are, how best to structure them and what pitfalls to avoid. After reading this article, you will know exactly how to create 1-on-1 videos that will help you close a deal faster and easier.

In a true 1-on-1 video, you tailor the content entirely to the recipient.

A 1-on-1 video is a personal video that you record for one specific person or organization. So you tailor this video entirely to the recipient.

The big difference with AI-generated videos, where only the name is changed, is that with a real 1-on-1 video, the content is also completely tailored to the recipient. You address the other person directly and cover topics specifically relevant to them.

1-on-1 videos have several key advantages over traditional communication tools such as email or telephone. Not only do they help you make your sales more personal, they also make for a more efficient sales process while building trust with your prospects. Below I explain these advantages.

First of all, 1-on-1 videos make your sales more personal by showing that you really take the time for your prospect. By responding directly to his specific situation, you show that you understand his business.

In addition, these videos can replace unnecessary meetings. Not every contact moment requires a live conversation - with a 1-on-1 video, you can share important information without having to make another appointment to do so. This creates a better flow in your sales process.

Moreover, these videos create trust: prospects see your face and hear your voice, which creates a personal connection. An added benefit is that they can share the video with other decision makers in their organization.

With asynchronous 1-on-1 video, you can replace unnecessary live meetings. This creates a better flow in your sales process.

Begin your 1-on-1 video by naming the challenge your prospect is struggling with. Example: "You told me you want to shorten the delivery time of your packaging so you can shift gears better during busy times."

Next, you present the solution. In this section you explain how your proposal or product solves the named problem. Always make the link to the problem you just named.

Finally, you outline the result. By describing the concrete result the prospect can expect, you give him a clear picture of what your solution can do for him.

In the sales process, you can use types of 1-on-1 videos. Below I discuss three that I see our clients getting good results with.

First, there are prospecting videos. You use these in the first stage of the sales process to connect with potential customers. These videos should be short and sweet, between 2-3 minutes. Show your prospect's LinkedIn profile or website on screen, discuss something specific you've noticed about their business and explain how you can help.

The second application is quote videos. You use these to explain your quote. Quotation videos are crucial because they are often forwarded to decision makers who were not present at previous conversations. In these videos, start with the problems the prospect has identified and explain why you are proposing certain solutions. Quotation videos may be a bit longer than prospecting videos, between 5-8 minutes is a good guideline.

Third, you have videos for ongoing deals. You use these during the sales process to answer questions or provide updates. They often replace emails or short meetings. Refer to previous conversations, answer questions point by point and be clear about desired follow-up actions. Length may vary depending on complexity.

Creating effective 1-on-1 videos may seem simple, but there are several pitfalls to watch out for. Being aware of these will ensure that your videos have the desired effect and convince your prospects to actually take the next step.

Here come the pitfalls I see most often in the sales professionals I work with.

A first common pitfall is that the video becomes too impersonal. Many sales professionals make the mistake of only talking about their product without relating it to the prospect's specific situation.

A second pitfall is making videos too long. Keep in mind the type of video and the stage of the sales process - a prospecting video should be short, but an offer video may be longer, as you will have already established more of a rapport with the prospect.

Choosing the wrong topics is also a common pitfall. In a 1-on-1 video, do not discuss new information or sensitive topics that are better discussed live. You then run the risk that your prospect will draw his own (incorrect) conclusions. Think carefully in advance about what message and feeling you want to give the customer.

A fourth pitfall is being too authoritarian immediately. Start with a soothing sentence before asking for direct action. For example, "Suppose you think this is a good idea, schedule an appointment here." This will make your communication more effective. So be sure to balance empathy with authority.

The fifth pitfall is focusing only on the solution, without properly naming the problem first. Always use the aforementioned problem-solution-results structure to reinforce your message.

For a 1-on-1 video, you don't need fancy equipment. A laptop with a webcam will do.

The sixth pitfall is being too formal. It's okay to be more informal in a 1-on-1 video than in a live conversation. This makes the communication more personal and accessible.

An unclear call-to-action is also a common problem. "Let's have coffee soon" is too vague. Be specific about what you expect from the recipient, for example, "Schedule a call this week using this link."

Finally, I often see sales professionals sharing too much information in the accompanying email. If you put everything important already in the email, the recipient no longer has a reason to watch the video. So limit yourself to making it clear why the recipient should watch the video and only include in the mail practical links or documents mentioned in the video.

Good news: you don't need fancy equipment to get started with 1-on-1 videos. A laptop with a webcam, a good Internet connection and a browser in which you have the Loom or Vidyard extension installed are all you need to get started.

For the shoot itself, you don't need to be perfectly dressed and a natural background will suffice. However, always test your setup before shooting important videos.

Most importantly, your audio should be of good quality - this is even more important than perfect video. A clear voice and calm environment contribute to a professional appearance.

With 1-on-1 videos, you can differentiate yourself from competitors who still sell traditionally or only use automated videos.

Creating 1-on-1 videos doesn't have to be complicated. The important thing is to follow the basic structure, personalize your message and be clear about the desired follow-up action.

In our trainings at Buzzlytics, we see time and again that sales teams who use 1-on-1 videos close deals faster and build more trust with their prospects. Making videos personal and focusing on your prospect's specific situation sets you apart from competitors who are still selling traditionally or using only automated videos.

In our sales trainings, we pay a lot of attention to 1-on-1 videos. Wondering what else you can expect from a Buzzlytics sales training? Then also read my articles What can you expect from our sales training and What is assignment selling? Use content to close deals faster.