BombBomb Sales Action Plan
The Resource Hub Role-Based Content Sales Action Plan

Sales Action Plan

What to say, when to send, and how to see success with video in every sales role

Welcome to the Sales Action Plan.

Sales is competitive, and standing out in this industry is an everyday battle. But video can change everything for you and set you apart — no matter what sales role you’re in.

In this Sales Action Plan, we’ll show you when in the sales process to send video messages and what to say for optimum success in the sales process. Best of all — you’ll be able to watch examples from sales reps — just like you — who are thriving with video!

Let’s get started!

BombBomb is a pivotal tool for what it is that I do each and every day — and that is connecting with my prospective clients.

Dana Duckworth

Regional Account Executive, Zumper

BDRs & SDRs

If you’re a BDR or SDR, odds are you’re making calls or crafting emails all day with the goal of connecting with prospects and setting appointments with them. While you’re doing this, others in your same role are doing the same.

So how do you stand out? With video. And here’s when (and how) you can implement it in different stages of your sales process…

  • Outbound Prospecting
  • Lead Response
  • Appointment Setting

Outbound Prospecting

One of the most effective places to use video is inside outbound prospecting sequences. While many of your competitors will be cold calling and sending out plain-text emails, you will be able to differentiate yourself by “putting a face to a name” and showing that you are a real and trustworthy person.

WHEN TO USE:

Cold outreach efforts, LinkedIn prospecting

In your video, you should…

  • Include a whiteboard with your recipient’s name or company logo. Or use a screen recorder to showcase your prospect’s LinkedIn profile to get their attention.
  • Use the EVA (Empathy, Value, and Action) Framework - Empathize with your prospects, provide value, and include a clear call to action.
  • Keep your prospecting video under a minute long.

TIP:

Keep an eye on your tracking to see when your email is opened or video is played to follow up accordingly.

Lead Response

If you have a form on your website where warm leads can submit their contact information, this is a great place to insert a video. It allows your team to follow up with these individuals in a personable and memorable way. Because speed to lead is key, this video can be done quickly. Your team can either insert a prerecorded video or create a personal video through their mobile device or webcam.

WHEN TO USE:

Responses to inbound lead inquiries

In your video, you should…

  • Start off with a friendly and personalized (if possible) greeting.
  • Tell your recipient why you’re reaching out and how you can help them.
  • Invite them to set an appointment and further the conversation.

TIP:

You can record an evergreen lead response video to use again and again with new leads. Just don’t include a specific name, and you can still create a video that feels personal to each recipient. You can also set up these videos to send out automatically when you receive a new lead inquiry.

Appointment Setting

We get it. In today’s age, people are busy, and they can spot a sales email from a mile away. But with simple video email, your team will have a much better chance of attracting qualified prospects and getting them to agree to set an appointment with you.

WHEN TO USE:

Appointment-setting outreach

In your video, you should…

  • Give a brief background of your previous interactions and conversations with the recipient. Do additional research on each prospect and use it in your video to really connect with them.
  • Make sure your call to action to set an appointment is clear.
  • Say thank you.

TIP:

Once the appointment is set, introduce your prospective customer to their Account Executive in a quick handoff video, like this one.

Account Executives

The appointment is set. Now you, as an Account Executive, need to keep prospective customers engaged until the deal is closed. For this to happen, they need to trust you and know you are there for them every step of the way in the buying journey. Here are the best times you can send video messages to see success in your role…

  • Appointment Confirmation
  • Recap of Demo/Meeting
  • Walkthrough of Proposal or Contract
  • Handoff/Intro to Account Manager

Appointment Confirmation

We already know how painful and time-consuming no-shows can be. Sending appointment confirmation videos is a great way to make sure they don’t happen. It’s an opportunity to reaffirm the value of your meeting, express gratitude, and offer a gentle reminder of the appointment.

WHEN TO USE:

Appointment confirmation messages sent before a demo or meeting

In your video, you should…

  • Use a whiteboard in your animated preview (GIF) with the date and time of your appointment, as well as in the text. Reiterate this appointment time in the video itself.
  • Remind your recipient why the appointment is valuable, and let them know what to expect.
  • Thank your recipient for agreeing to meet with you.

TIP:

Be sure to send your appointment confirmation video at least 24 hours before the scheduled appointment.

Recap of Demo/Meeting

Sending a demo/meeting recap video after you’ve successfully held an appointment with a new contact is one of the easiest and best follow-up videos you can send. You already know all the details about the person you have met with. You know their pain points, their business goals, and you might even know some personal details, like their children’s names or their favorite sports teams. Use that to truly connect with them via video.

WHEN TO USE:

Follow-up after a meeting or demo

In your video, you should…

  • Express gratitude to your recipient for them taking the time to meet with you.
  • Go over specific details of the appointment and address questions or concerns that may have come up during the meeting or demo.
  • Talk through next steps.

TIP:

Show your potential clients that you actually listened by reiterating what you talked about in the meeting — addressing pain points and concerns and answering questions you couldn’t immediately answer during the appointment. This builds trust.

Walkthrough of Proposal or Contract

Proposals and contracts are crucial documents to finalizing your deals. With so many important details to go through, video is a great and reliable way to walk your recipients through the nitty-gritty of each document clearly and concisely.

WHEN TO USE:

To guide people through a complex proposal or contract in detail

In your video, you should…

  • Answer any questions your prospective clients have before signing on the dotted line.
  • Walk them through all the complex details of your proposal or contract.
  • Let them know what to expect once the proposal is approved and the contract is signed.

TIP:

Use a screen recorder to explain the contract or proposal in depth as you scroll through the document in your video.

Handoff/Intro to Account Manager

Your Account Executives spend a ton of time getting prospective customers across the finish line to get the sale. In that process, they build rapport and trust. Then, once they finally get them to sign on the dotted line, they have to introduce someone else into the equation: the Account Manager. This is a great opportunity to create a video that will help that handoff move forward with ease.

WHEN TO USE:

During handoffs of customers to their Account Manager

In your video, you should…

  • Introduce them to their Account Manager.
  • Detail what will happen next.
  • Tell them how much you appreciated working with them.

TIP:

CC your Account Managers on these video emails, so they can follow up with customers with a personal video in which they introduce themselves. Or you can have them join you to record the video together.

Account Managers

Your prospective customers are now actual customers. They’ve signed on the dotted line, but you, as an Account Manager, know that things don’t end here. You want to retain customers for the long haul and expand these accounts.

So, here are instances in which you can use video to do that…

  • Introduction
  • Renewal Request
  • Upselling/Expansion Opportunities

Introduction

Once the Account Executive sends the handoff video introducing you to the client, it’s your turn to introduce yourself and explain how you’ll be helping them going forward. Video is a good way to do this because it makes a great first impression and helps you build trust with each new customer you’re working with.

WHEN TO USE:

After a handoff from an Account Executive

In your video, you should…

  • Introduce yourself, so customers know who they will be working with from here on out.
  • Set expectations with customers.
  • Encourage them to reach out with any questions.

TIP:

Your customers have been working with other sales professionals in your organization for quite some time. Let them really get to know you so you can build a solid relationship with them and provide them with an exceptional customer experience.

Renewal Notice/Request

The time for renewal of your product or service has come. And whether you’re notifying a customer of an auto-renewal or requesting a renewal, video is the perfect way to reach out. With a video message, you’re able to thank customers for their business, show them the great progress they’ve made since they became a customer, and demonstrate the value in them renewing.

WHEN TO USE:

As the time approaches for customers to renew

In your video, you should…

  • Thank your recipient for being a loyal customer and congratulate them on their milestones and progress with your product or service.
  • Notify them that their contract or service is set to expire and will be auto-renewing or requires renewal.
  • Give them a concise call to action to renew or make any changes before auto-renewal.

TIP:

The “thank you” is critical here. Your customers need to feel valued in order to renew their contract or service. Start and end your video with gratitude.

Upselling/Expansion Opportunities

A huge part of your role as an Account Manager is to expand and upsell accounts when the opportunity arises. By sending a video message to do this, you’re able to really showcase how expanding or upselling an account will benefit your customers in the long run.

WHEN TO USE:

Upon identifying customers who are a good fit for an upsell or expansion

In your video, you should…

  • Say thank you to your customer for their continued business.
  • Address upselling and expansion opportunities, and why they are a good fit for them.
  • Include a call to action to further the conversation.

TIP:

Show your customers the value in an upsell or expansion of their account.