Want to make your sales training more effective?

Then you need more video in your learning content.

L & D leaders have a tough job developing, delivering, and measuring training. When you throw new learning technologies and modalities into the mix, things can get even more complicated. But they don’t have to.

If you’re prepared, incorporating video into your sales training can be simple. With a little insight and planning, you can empower your sales force and deliver results.

Intensify Your Sales Training’s Impact

Your sales training and development can do more than just impart product knowledge and basic sales skills. Unlock its potential and expand your learning content offerings.

If you’re not using video to train your sales force, you’re behind the curve.

According to Video Arts, “video remains a key component in the learning agenda; 82% of L&D teams use video in their learning, predominantly as part of classroom-based courses (66%) but also for short pieces of bite-size learning (59%), as a stand-alone learning resource (50%) and for informal learning (38%).”


There are a few ways you can use video to boost the impact of sales training.

  • Increase Accessibility — Use video to make learning more accessible for your sales force. Enabling employees to learn at their convenience is one of the primary uses of self-paced, technological modalities.
  • Go Mobile —Mobile learning saves businesses time and money in training. Nearly three-quarters (74.4 percent) of organizations anticipate delivering some of their eLearning programs (both ILT and self-paced learning) to mobile devices in the next 12 to 18 months, according to Training Evolution: The current and future state of corporate learning modalities, a white paper authored by Chief Learning Officer and The Training Associates.
  • Drive Adoption —When you use video as a teaching tool, it helps you get learning to people at the point of need. That can help decrease resistance to attending training events. Video is bite-sized so busy sales reps and younger employees prefer it. Not to mention, learners are more likely to participate in video sales training and it’s cheaper than face-to-face training.

I’ve written about how video learning fits into the four levels of the Kirkpatrick Model and how to promote behavior change with video. To recap some of the benefits in that article, video can offer:

  • increased comprehension and retention of learning content
  • reinforcement of the message
  • an experiential process that reduces the gap between theory and practice
  • time and location flexibility
  • self-directed and self-paced learning.

So how do you get started using video in your sales training?

The First Step to Sales Training Success

Let’s get down to brass tacks.

If you’re goal is to facilitate personal development and help your sales force polish their selling skills, video is a must.

There are a few ways you can use video in your sales training. You can use video for:

  • remote video coaching,
  • on-demand video exercises,
  • mobile learning,
  • or video welcome messages for new hires.

But don’t get intimidated. Using video to increase sales performance doesn’t have to be complicated.

Recently Corporate Visions conducted a survey. They found that:

  • only 41% of companies ask their reps to practice skills and messaging
  • 34% say no one is responsible for coaching and certifying rep proficiency
  • only 9% of sales teams are using video to engage their reps in practice.
So, simply by using video to coach your reps and let them practice sales skills and messaging, you'll be ahead of most other sales teams.

The first step is getting started.

What Does Research Tell Us About Video Learning?

Here are some research-based tips to get you off to a smooth start with video sales training.

  1. Video learning content doesn't have to be expensive. If you're just starting out, simple videos can still improve your training outcomes. After all, 40% of people will respond better to visual information than plain text. (Source: Zabisco)
  2. Video is a perfect fit for accelerated learning methodologies because of visual stimuli and by helping people learn through stories. That's part of the reason for the increase in video learning. Sales organizations are lagging behind other organizations when it comes to using video in training. By 2016, 98% of organizations are predicted to use video as part of their digital learning strategy (Source: Training Zone)
  3. Video sales training can improve the return on investment of training dollars. 42% of leading learning companies say online learning has led to an increase in revenue. (Source: The Ambient Insight 2012-2017 Worldwide Mobile Learning Market--Executive Report)
  4. Use video to help your sales force keep up with business trends. 91% of L&D leaders think learning technologies should enable a quicker response to changing business conditions and organizational challenges. (Source: The Ambient Insight 2012-2017 Worldwide Mobile Learning Market--Executive Report)
  5. Video sales training can be a great complement to instructor-led training. Nearly three quarters (74%) of organizations take a blended approach to learning—augmenting ILT delivery with either a mobile, video, or social component. Blended approaches are now the second-highest modality style in use, just behind standalone ILT. (Source: TrainingIndustry.com)
  6. Use video to delver sales trainng on mobile devices. By 2018 87% of users will watch video from their mobile device and more than 70% of all digital video viewers will be watching on a tablet. (Source: Forbes)
  7. Video can help sales reps retain their sales training. Studies show that people remember:
    30% of what they see
    20% of what they hear
    10% of what they read
    and 70% of what they see and hear (Source: 3M and The Wharton School of Business)

How do you ensure that your learning content is effective? Join the discussion over on Twitter...

Get free guide now

(image credit: Anthony Sills)

Let Us Know What You Thought of the Article.

Leave a Comment Below.