Your video game plan

Rich Adams explains how to use video at every stage of the sales process to build stronger connections and close more deals.

Why video works
Videos get 8x higher open rates and 3x more replies than regular sales emails. They build trust, personalize outreach, and show buyers you’ve taken the time to connect.

5-step formula for high-performing videos

1. Grab attention: Start with their name, company, or a specific challenge.

2. State your reason: Reference a goal or event that’s relevant to them.

3. Provide value: Share a quick insight or benefit.

4. Add a call to action: Keep it simple with a clear next step.

5. Personal touch: Mention a shared interest or their activity.

Types of videos for every sales stage

• Prospecting: A short video introduction to grab their interest and book a meeting.

• Discovery follow-up: Summarize key points after a call and reinforce how you can help.

• Proposal walkthrough: Use a screen-share video to explain your solution and clarify any questions.

• Closing touch: Send a personal video to confirm next steps and build excitement about working together.

Mistakes to avoid

• Overproducing videos—buyers value authenticity over polish.

• Overloading videos with too much information—stick to one key message.

• Forgetting to include a call to action—always ask for the next step.

• Not tracking results—measure the impact of video in your sales process.

Quick video checklists

• Before recording: Research the prospect, plan the script, and check your lighting.

• During recording: Smile, maintain eye contact, and keep it under 90 seconds.

• After recording: Send a quick email summary and follow up within 48 hours.

Stop overthinking video outreach

Thibaut Souyris provides a simple four-step approach to start video prospecting, even if you’re not comfortable on camera.

Don’t compare yourself
Forget about perfect edits or amazing presence. High-quality videos work for LinkedIn posts, but prospecting videos just need to be sent consistently.

Stop overthinking and hit record.

Write a loose script
Use a simple structure to keep your message clear:

• Trigger: Your reason for reaching out.

• Problem: A common challenge for your prospects.

• Teaser: A resource or insight to help them.

• CTA: A direct and simple ask.

Example:

• Trigger: “Ara, saw you liked Josh’s post about SDRs being inconsistent.”

• Problem: “Many VPs of Sales I talk to face this issue.”

• Teaser: “I have a checklist to help SDRs prospect daily.”

• CTA: “Should I send it over?”

Use the right tools
Find a quiet spot, ensure your face is visible, and record using tools like Sendspark. If you’re self-conscious, open another tab to avoid seeing yourself.

Don’t aim for perfection—just get it done.

Repeat
Most prospects won’t open your video. Keep going. Treat it like any other touchpoint. Adjust as needed:

• If videos aren’t opened, change the preview.

• If viewers drop out, shorten the video.

Consistency will show you what works. Keep refining.

21% video response strategy

Kyle Asay highlights a powerful outreach method that one of his team members uses to achieve a 21% response rate:

Here’s the script they use:

1. Introduce yourself:
“Hey [name], wanted to send you this video so I’m not just some random name in your inbox.”

2. Give a strong reason for reaching out:
“The reason I’m specifically reaching out is [reason for reaching out].”

3. Connect it to their current goals or challenges:
“Thought this would be top of mind given [company initiative].”

4. End with a question to drive engagement:
“Let me know if this is relevant and worth a conversation!”

Example:

“The reason I’m reaching out is I saw your goal of increasing release frequency to daily instead of weekly. We helped [similar company] increase release frequency by 5x while reducing customer-impacting bugs.”

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