How To Create A Sales Training Video Series: A Guide

Here it is–the preeminent, authoritative, go-to guide on how to create a sales training video series. Read on, enjoy the ride, reap the insights we offer, and apply them uniquely, making your brand stand out from the pack.

Introduction: Harnessing Your Expertise Through Sales Training Videos

Anybody reading this guide has one particular thing in common. 

We’re not talking about the products or services your company sells. Nor are we referring to the exact contents of your training course. 

Neither are we referring to your approach to teaching or passing on knowledge.

The commonality you all have–the trait you all share–is a specific attribute you possess that you’re trying to turn into a commodity. What is that attribute—that one-of-a-kind trait separating you from the pack?

Simple. It’s your expertise in sales. 

You’ve figured out the closing formula, tweaked it, molded it, and made it into a living, breathing entity that makes money. Those who can figure it out and massage your philosophies and tactics into their own unique approach to sales can fly to the moon if they apply your lessons just right.

This preamble leads us to another commonality that our readers might all share. More accurately–and ominously–we’re referring to the curse of your knowledge and talent. For whatever reason, while you may have had success teaching and training your sales style to others, the message doesn’t seem to be spreading as it should. 

There’s a disconnect. A gap exists between the proven merits of your method and the ability of others to execute at the volume and scope they should.

What’s the solution? You must streamline your message, lessons, and nuts-and-bolts know-how to reach the masses.

Does that mean doing a national tour in conference rooms across all the Holiday Inns from New Hampshire to Newport? It could mean that. And it has in the past. 

But it’s 2023. There’s a far more efficient way to do what hundreds of in-person sales seminars and their taxing travel demands can do in a fraction of the time at a modicum of the cost. 

Namely, you can film and publish a series of sales training videos.

Why Make A Series Of Sales Training Videos?

 Let’s first address the nature of the above question. After all, we aren’t talking about one sales video. We’re talking about an entire SERIES of videos. 

We’re planning a whole saga before we’ve even hammered out the first script.

The logic behind this approach is simple enough. Can ONE video contain all the necessary lessons you can teach in sales? Even if it could, can those crucial practical and theoretical tips be appropriately absorbed after watching one video?

A series of sales training videos lets you layer your message and break up your lessons into more digestible chunks. It helps reinforce teachings from previous videos while interweaving them with new concepts. 

There’s a more bottom-line philosophy as to why a series of training videos make sense. 

Sales training videos can be commodified and sold as products. 

You may not want to commodify your training, but it’s an option–and many choose to leverage the opportunity. In which case, there’s a reason why there isn’t only Star Wars: A New Hope or why Marvel didn’t stop after Iron Man. More content (that offers inherent value) means more financial returns coming your way.

Now, let’s say these sales training videos are strictly for internal purposes, and you’re not going to sell them. 

In the above instance, you can replace the dollars made by sequels with staff buy-in. Each video is a chance to earn more commitment, dedication, and applied practical know-how from your team. So–why would you stop at one?

A Matter Of Impactful Branding

You’re an expert in your given area of sales. This notion rings true for an influencer training their audience or a district manager teaching their lessons to cross-company sales teams. So, how do you want to brand that expertise? 

There’s something about in-person seminars that–while time-honored–doesn’t quite tie a bow around the whole visual presentation and resulting perception. The live and tactile human element is always subject to errors, clunkiness, and a lack of fluidity. We’ve all seen or experienced when a Powerpoint presentation goes awry–it’s a bad look. 

Conversely, a series of sales training videos give you the luxury of preparation. You can massage every detail, use any number of editing tricks, and present your content in a manner that proves your vast sales knowledge.  

In other words, videos help design and manufacture your brand as an expert.

Branding yourself as a sales expert has benefits both immediate and long term. 

Your audience–whether subscribers, customers, or your sales team–will view you as such, solidifying your expert image. Furthermore, you’ll see yourself as even more of an expert–building your confidence.

And, word will likely start to spread about your profound lessons and intelligent approach. The more people who believe you’re an expert–or that your company has the most sales expertise–the more the legend (one that’s based on truth) grows. These are all good things.

The Height Of Cost And Time Efficiency

Let’s say your company happens to run the best in-person seminars around. Either you, your district manager or a top sales rep have been going around the country for years, running massively successful training sessions. 

Due to this hypothetical success, you don’t want to fix what’s not broken by switching to a video training series. 

Sadly–through no fault of your own–the system is already broken and needs fixing.

What do we mean? 

For one–the cost of air travel is outpacing the exponential price of inflation. Those costs mount up and cut into your bottom line no matter how dynamic your in-person sales training might be. 

Even if the travel is more locally based, gas prices–while down from the astronomical highs of a year ago–are insanely high. Once again, inflation rears its ugly head.

We haven’t even gotten into per diems, car rentals, hotel rooms, and the mounting list of reimbursements required for business travel. 

Plus, there’s a matter of time–of which, many philosophers and pundits will tell you, is money.

In our scenario, we’ve detailed that you’re sending the same person from city to city to teach the same lessons to different teams. Is that the best way to maximize that person’s time and overall value?

You could theoretically have one MASSIVE conference where your trainer teaches your legions of sales teams at once. But then there’s the matter of COVID super-spreading. 

Plus, all attendees would presumably be partaking in business travel in some shape or form. So, wouldn’t they have to be reimbursed?

Filming a series of training videos takes all those time demands and excessive costs out of the equation. Instead of repeating the same message for different audiences, you record each video once and send it to different audiences. 

Then, the people responsible for doing all the teaching and training can focus on their other core function–which we assume is selling. While their ability to train and impart knowledge is–undoubtedly–a boon to your company, their aptitude as a salesperson brings far more immediate value.

It will serve you well to keep the above factors at the top of your mind as we enter our guide to making a series of sales training videos.

A Framework For Your Training Video Series

Below, we’ll dig into the core components that will make your training video series a meaningful success:

Find Your Star

Traditionalists will make one argument against sales training videos that can be tough to debate. They’ll tell you that recorded video training sessions lack an in-person seminar’s personal appeal.

Look–a pre-recorded video can never harness the personal connection of being in the same room as someone. There’s no getting past that fact–but it doesn’t mean your sales training video series can’t be more effective than the ways of old.

You can beat in-person seminars by embracing their ideology–the need for personal connection. After all–people train people. 

Avoid having a training video with faceless voiceover narration and on-screen. Your audience will connect more with a person because it partially replicates the tactile sensation of in-person training. The viewer can look their teacher in the eyes, see their expressions, and pick up on visual cues based on body language.

Who should that star be? Well, that’s up to you. But we suggest finding someone who shines on camera.

If there’s room in the budget, hire an actor or personality with experience on screen. If not, find the person in your organization who won’t struggle to remember lines while conveying a magnetic presence. We’ll get more into this topic later.

Outline Your Main Key Points Of The Video

With teaching, messaging is most crucial. However, you’ll only get your message across by ensuring it’s focused. Trying to say too much about too many things is a one-way ticket to assuring zero information is learned.

Instead, your video–and its message–must be streamlined, revolving around a few main points. 

Outline those main points as your start scripting. 

An example of a sales video’s key point is your hook. This is the catchy component of the video–whether a theme or line of dialogue–that ties everything together and keeps your audience engaged.

Another critical point in your video is your call to action (CTA) at the end. 

What do you want the audience to do at the end of the recording to ensure your sales training lessons stick? Should they subscribe for more videos? Should they send emails with questions for the next video? There are many CTA options.

Structure & Plan Your Training Videos As A Series

Let’s double back to the previous suggestions for one second. We could understand somebody scoffing at limiting a training video to just a few main points when there is SO MUCH to teach and learn.

Enter one of the primary reasons for making a SERIES of sales training videos. You don’t have to try to cram all the crucial information into one condensed video. You can take your time and marinate over individual ideas, steadily progressing on what came before and what’s to come after.

Structuring your training videos as a series begins with highlighting your big-picture “macro” points that you’d discuss in an intro. From there, you’d delve into the more granular “micro” topics that span the rest of the series until the closing, where you’d wrap everything up and connect the main themes and lessons.

One advantage you’ll have is a feedback loop. Encourage your audience to reach out with questions, insights, and concerns and use those to shape your content–within the context of your overarching themes.

Ensure Your Video Naming Conventions Are Logical

Naming your sales training video series offers two advantages:

  • A logical naming approach helps you organize your video series
  • Naming your videos gives them a sense of identity–further bringing them to life

Similar to the previous tip, your video naming convention should apply the overall series structure. Start with the overarching name of the series. Then, the name of each video would be about the specific theme or topic they discuss–like chapters of a novel.

For instance, you could call the overarching video series “Closing Faster Than Ever in 2023.” You’d then break down the videos into smaller, more specific topics like “Cold Emails,” “Marketing Collateral,” “Lead Nurturing,” and “Conversions.” That’s just an example, but you get the point.

On the other hand, your sales training video could be more product based. Let’s say you’re selling the 2023 Toyota Camry–which would be the series’ name. From there, you’d break it down into smaller, easier-to-digest videos with titles such as “Exterior,” “Powertrain,” “Interior,” and “Target Market.” 

You can then create a “Quick Hits” video. This would be a two-minute video highlighting the key selling points of this model that sales reps can quickly review before a customer comes in. 

Define Your B-Roll Footage

First and foremost, let’s define B-roll for those who aren’t film aficionados. 

In short, the terms B-roll and secondary footage can be used interchangeably. It’s the footage that isn’t from your main narrative and is typically applied as a cutaway visual to give additional context to your story.

Typically, B-rolls in movies and television shows are establishing shots of building exteriors, city streets, or anything else that takes audiences away from the main narrative.

The advantage of B-roll is that it adds further meaning to a story and offers a viewer a sense of time and place.

While you might not be making Citizen Kane, your series or training videos can benefit from B-roll footage. It’s a chance to get creative and establish associations with specific words or topics through cleverly curated footage.

Plus, your viewers–like any film viewer–will benefit from having a sense of time and place with their training video. You can paint the picture of that time and place with your chosen B-roll.

If you want the viewer to feel happy, you can show B-roll of happy families with an associated message. If you want people to feel panicked, show EMTs on the move–as long as it fits your narrative. The world is your oyster when it comes to B-roll. 

Inject Humor Into Videos

We’re not saying you need to conjure the spirit of George Carlin and make your training video series a laugh riot all the way through. However, you want to use every strategy to keep your viewer engaged and immersed in every last word.

Dry content is boring, no matter how many valuable insights exist within it. Finding ways to break up your cold hard sales insights with some good-natured fun gives your audience a chance to breathe and reflect on the lessons learned. 

Also, punctuating a vital point with humor can further drive a lesson home. Your viewer is likelier to remember an anecdote or stat associated with a knee-slapper than they are something recited stoically. 

Experts Aren’t Always The Best On-Screen Talents

This suggestion overlaps with the “find your star” tip. 

Specifically, we suggest running auditions for your on-screen roles for your training video series. Recruit people who look and sound good on camera. 

While you might be tempted to cast your company product manager to teach your staff about your latest launch, they might not be made for the camera.

Remember, with filming comes the benefit of scripting and editing. Just because someone offscreen doesn’t know a product in and out doesn’t mean they can’t remember all that information written into a script.

Ideally, product or sales knowledge should be a priority for your on-screen talent because such expertise can be more authentic and natural. Still, projecting oneself well on camera is a talent that only some have–and those select few should be featured in your training videos.

Film In A Big, Dark, and Quiet Place 

Production and filming snafus and mishaps can be the bane of your existence as you try to make your sales training video series. Finding a big, dark, and quiet place to film reduces the chances of those headaches and hiccups.

A big room ensures the subject can be removed from the background. A dark room provides consistent lighting that maintains overall quality. And a quiet room minimizes unwanted noises that disrupt and detract from your overall audio quality.

Ensure Your Gear Is Up To The Task

The right gear will prove the difference between a video that looks amateurish and a video that makes your brand look top-tier.

Does that mean you must blow your quarterly budget on a bunch of filming gadgets and doohickies? Absolutely not. 

However, it does call for balance–a certain base level of quality is necessary for the appropriate gear. Be mindful that a low-quality video tells your viewer subliminally that your sales training videos are inferior.  

Click here for our list of recommended equipment. 

(Note: prioritize excellent audio and lighting that flatters.)

Dialing Up Energy Levels

The value of keeping energy levels high on camera can’t be overstated. Whoever is the “star” of your training videos likely needs to take what they think is their highest energy level and multiply it tenfold.

Of course, this process might require some tweaking to find the sweet spot. Thus, practicing at 100% energy before hitting the record button is best. This will save you from hours of editing and prevent you from chewing through hard drive space. 

Going full-on with energy levels engages viewers through the entire video with zero lulls to dull your training message.

It could feel weird for the person being filmed to always be at 100%–but it will pay off when you create a superior training video series. Plus, practice makes perfect. The more your “star” projects those energy levels, the more natural it will feel.

Keep Wardrobe, Makeup, And Hair Simple And Straightforward

Wardrobe, makeup, and hairstyle should all be finalized before filming. 

These components are of great significance. We refer once more to books, covers, and how people judge them.

Just because wardrobe, makeup, and hairstyle are crucial doesn’t mean you need to go over the top. In fact, it means the opposite. Ensure anybody appearing on camera isn’t wearing any garish or noisy jewelry or clothing with distracting patterns. 

Anything too loud will distract from your video’s message.

Recording Must Be The #1 Focus During Filming Sessions

We appreciate that your workplace is a living, breathing entity where the action rarely stops. Many business leaders find themselves on call nearly every hour of the day. They must be prepared to jump into action at a moment’s notice.

Yet, during your training video series filming, all those other distractions must be silenced. That means blocking time to film where your emails and cellphone are turned off, and you give recording 100% of your focus. 

Otherwise, your final product will suffer since it won’t have all of your attention. 

Recording Must Be The #1 Focus During Filming Sessions

We appreciate that your workplace is a living, breathing entity where the action rarely stops. Many business leaders find themselves on call nearly every hour of the day. They must be prepared to jump into action at a moment’s notice.

Yet, during your training video series filming, all those other distractions must be silenced. That means blocking time to film where your emails and cellphone are turned off, and you give recording 100% of your focus. 

Otherwise, your final product will suffer since it won’t have all of your attention. 

Leverage The Value Of Video Thumbnails

What’s the first thing somebody usually sees before they click on your video (besides the title)? You guessed it. The video thumbnail.

Your thumbnails provide an initial contextual glimpse into what will be seen in the video and help viewers decide if they want to click through.

Take your thumbnail photos once you’ve set up. Remember that smiling faces often entice people to click. 

Create An Organized System For Your Video Files

If each video in your series is a hodgepodge of files in random places, editing will prove a bigger headache than Excedrin can manage.

Files should be organized into one folder per video. At Salex, we break our file folder structure down as such:

  • Video Name
    • Raw Video
    • Raw Photos
    • Music
    • B-roll and Graphics
    • Finals

Immerse Yourself In The Editing Process

A sales training video series should leave a lasting impact on your sales reps. We’re not saying you’re trying to bring tears to their eyes, but the message left behind must resonate.

It is only possible to make that necessary impact by editing your videos. Separating the wheat from the chaff ensures only the top-qualify content makes it to the final cut. It also provides wiggle room to experiment during filming and determine what works and doesn’t work.

Editing can prove an arduous process, so use software with which you’re familiar. Trying to learn a brand-new program will bog you down in the proverbial quicksand of editing. Provided you don’t know how to edit, consider outsourcing your editing tasks.

Add On-Screen Text During Editing

Let’s say–once more–your sales training video series is about the 2023 Toyota Camry.

Your on-screen “star” will discuss specs such as “48 MPG Highway” or “V6 Engine.” Provided they’re talking with lots of enthusiasm, viewers will have an inkling of these features’ importance. 

But wouldn’t it be more impactful to add on-screen text to reinforce those key features? 

With text, you’re layering the message and emphasizing the points you need to get across most, leading to a training video that resonates.

Fresh Eyes Are A Vital Tool

Let’s face it. We are all biased. 

It doesn’t matter who you are–it’s simply a fact of life. When you work on something and get down into the nitty gritty, it’s impossible to view it objectively.

So, when you’re done editing the video, find someone with fresh eyes to look it over. Watch them watch it and ask for their feedback on your presentation’s pacing, clarity, and engagement levels. 

Provided someone else does the editing, you can offer fresh eyes. Or, you could find a more objective party. Either way, the video needs an unbiased once-over before the editing process is deemed complete. 

Exporting Your Video

Exporting your video shouldn’t be too tricky–your software has defaults that make it seamless.

Also, know that you can make tweaks and adjustments once you’ve exported your file. There’s always a chance that you and your pair of fresh eyes missed something. Or, perhaps, an unforeseen event happened after filming that made some of the content inappropriate, so you need to make a change.

Therefore, saving your project files is crucial, so you can adjust your edit after exporting.

Host Your Video On A Relevant Platform

If a tree falls in the woods and nobody’s around to hear it, what sound does it make? 

The old adage detailed above applies to your training video series. You could make the most bombastic training video series where you use every editing trick in the book. Yet, it’ll be as valuable as a virtual paperweight if you don’t reach your intended audience. 

Companies making internal videos have the advantage of a more captive audience. An upload on YouTube and an email with the link can do the trick.

However, influencers selling training videos might find themselves with a more difficult challenge. Those selling their videos must perform market research to learn where their target audience watches their online content.

Marketing Your Final Product

Again, this section primarily applies to people selling their training videos and less to internal videos. Although internal marketing campaigns are impactful in encouraging staff buy-in. So, don’t completely neglect the idea of marketing your training video series to your team.

Those trying to sell their sales training videos must create a marketing strategy to spread the word. Otherwise, this whole endeavor was pointless (see: tree, falling, woods, nobody being there to hear it).

Any successful marketing campaign necessitates a firm grasp of your target audience’s behaviors and general inclinations. Know where they spend their time, their goals, aspirations, and what types of messages they respond to. Then create blogs, vlogs, social media posts, email newsletters, etc., surrounding your sales training video series.

BONUS: Maximize Your Effort And Outcome With These Tips

No matter how well put together, a training video that ends with no bells and whistles will feel a bit…well…impersonal. 

Viewers have given their time (and sometimes money) to watch this video. While the insights are undoubtedly valuable, the presentation engaging, and the visuals dazzling, what else have you done to make the viewing experience worthwhile?

Here’s a suggestion: Have quizzes after each video to verify the viewer’s retention of the content. 

Add incentives for good quiz scores. Pay bonuses, certifications, swag, and awards build enthusiasm for the content. 

Moreover, you can further involve your viewer by seeking their input. Survey your audience about how they viewed the quality of the training to learn how you can do it better in the future.

Conclusion: Let Your Sales Training Video Series Take Your Brand To The Next Level

This guide has offered you the keys to the training castle. You, your district manager, or your sales rep don’t need to travel cross-country to teach seminars about selling.

That said, creating a sales training video series is a tremendous undertaking if you’ve never done it before. Yes, it’s entirely possible to learn on the fly. Still, a little help from a pro can streamline the process and contribute to a well-devised system faster than without.

At Salex, we work with companies like yours to create successful sales training videos. Better yet, we help you devise your own video-making process, so you won’t need our help for long!

Get started with Salex today by booking a discovery call with Bear Wade.

Your Sale-Training Video Producers

part of Unify Creative Agency & VidShip