Clearly understanding a video presentation’s purpose is the most critical factor in developing a successful video presentation. A given product video presentation should have one of the following as its primary purpose with one or both of the others as possible secondary purposes.

One- all product video presentations should be designed to provide useful information to the listener. Presentations vary by the amount and level of such information according to the needs of the audience and, for customers, where you are in the sales cycle.

Two-all product video presentations have, as a goal, to enhance the value of the product as perceived by the listener. Depending on the circumstance, some video presentations will be more overt than others in persuasion style. For example, even in situations where a customer wants “just the facts and no sales pitch,” there is the opportunity to present to the customer the facts along with their benefits.

Connect with your customer

In a video presentation to a prospective client, I prepared a sample of the product they would eventually use in their program. After a preliminary discussion, I handed my prospect the item his team would be using on a daily basis – instead of telling him about the item I placed it in his hands. He could then see exactly what the finished product would look like and was able to examine it in detail. He was able to ask questions and see how his team would use it in their environment.

Also, remember to discuss the benefits of your products, not the features. Tell your customer what they will get by using your product versus your competitors.

Time is money – Make the point at the shortest duration

Today’s business people are far too busy to listen to long-winded discussions. Know what your key points are and learn how to make them quickly. I remember talking to a sales person who rambled at great length about his product. After viewing his product and learning how much it would cost I was prepared to move ahead with my purchase. Unfortunately, he continued talking and he almost talked himself out of the sale. Make sure you know what key points you want to discuss and practice verbalizing them before you meet with your prospect.

Believe in your product or service

Without doubt, this is the most critical component of any presentation. When you discuss solutions, do you become more animated and energetic? Does your voice display excitement? Does your body language exhibit your enthusiasm? If not, you need to change your approach. After all, if you can’t get excited about your product, how can you expect your customer to become motivated enough to buy?