32 INDUSTRIAL DISTRIBUTION / March/April 2015 www.inddist.com
The Importance of Video
If a picture is worth 1,000 words, then what is a video worth? How do you incorporate videos
into your business to aid with sales? Here some places to start, courtesy of Johnstone Supply
Regional Sales Manager Darrell Sterling.
Sales people are always trying to convince new
potential customers that their services and
products are better than their competitors’. The
problem, of course, is that every sales person is
making the same claim that their company is the
best. I have found it is more powerful to show a
potential customer a video of one of their peers
singing your company’s praises.
You should have a number of videos of various
customers discussing either the products that you sell
or the services that you provide. You can have videos
attached to your home page or links embedded in your
email. I would also suggest starting a You Tube account
and referring your customers to that site.
A great way to introduce your customers to a new
product line is to send them a link to your video
presentation of the product. It is important to not just
show the corporate video supplied by the manufacturer,
because if that is all that is shown, your customers will not
view anyone local as an expert with this new product. You
should also produce a video using your own personnel
demonstrating the benefits of the new product. The
combination of both local and national videos will
provide a wonderful one-two training punch.
It is very important to have technical training available
for viewing. Imagine your customer calling your help desk
describing a technical problem they are experiencing with
a piece of equipment they purchased from you and your
being able to send them a link to video that shows them
how to troubleshoot and fix the problem. It sure beats
reading them a solution from a manual. It is becoming
quite common for field technicians to carry tablets, so it
would be even more valuable for the technician to watch
the video on his tablet while they are working on the
If you are providing valuable training for your customers,
you should make sure that you video your classes so your
customers can replay them whenever they want. Your
customers, after attending the class, may decide
that it would be wise to share what they have
learned with their staff. Thanks to your video,
they can roll out the training to their employees.
You may also have a number of customers who
wanted to attend the training but were unable to,
but thanks to your video they can watch and learn
whenever it is more convenient.
Facility Video Tour
I would recommend a customer-friendly video tour of your
operations, taking the customer behind the scenes and
giving them a first-hand look at everything that is involved
in getting the customer their products. I would show the
shipping and receiving departments, a tour of the
warehouse, a view of the accounting office, and finally, a
trip inside the office of the manager, who should thank
everyone for viewing the video tour and for their business.
The more videos you produce, the more transparent
your company will become, allowing your customer to feel
a tighter bond with your business because they will have
gained a deeper understanding of what you do and how
you do it.
The biggest mistake people make when it
comes to video is they simply don’t make them,
thinking that they would need to hire a
professional or the production of a video would
take too much time and editing. I purchased a
digital high-resolution camera that also takes
excellent video for under $250. I would also
recommend purchasing a tripod so that the
video you take is stable and clear. I have taken
a number of videos with this inexpensive set up
and it has worked fine and been well-received.
Your competitors more than likely aren’t
showing video testimonials and training videos.
If you want to separate yourself from the rest,
you have to be willing to do what others won’t.
Videos are slowing becoming more mainstream, so now is a great time for you to bring
your customers visual proof of why you are the
best. Your sales people will now have video
proof to back what was once just a hollow