Sales teams often find themselves answering the same ten questions every week. Topics like pricing, objections, competitors, and implementation are frequently discussed. These questions are typically addressed live by whoever is on the call. A video FAQ library allows you to capture these answers once, ensuring every prospect receives the best version every time. Here's how to build one.
Identify the Top Ten Questions
Meet with your top sales reps to identify the questions they encounter in every initial call. Pricing usually comes up first, followed by objections such as security, switching costs, and integration. Then come competitive comparisons and implementation timelines. This list typically includes ten core questions that cover the majority of conversations. Focus on these ten for your video FAQ scope, as they address the most common inquiries.
Record Answers Like a Conversation
When recording FAQ answers, avoid a marketing voiceover style. Instead, speak as if a specific prospect just asked the question on Zoom. Use a direct address, maintain a natural pace, and offer a genuine point of view. Keep each answer to one or two minutes. The most effective FAQ videos feel like a salesperson is in the prospect's office, not delivering a corporate explainer. The more natural the recording, the more likely reps will use them.
Organize the Library into Collections
After creating the ten videos, organize them into Collections within Sales Team Materials. You can group them by buyer stage, such as early-cycle or late-cycle questions, or by question type, like pricing, technical, or competitive. Sales reps can easily share the appropriate collection link in follow-up emails. This approach replaces lengthy email replies and provides prospects with better, more consistent answers.
Transform Repetitive Conversations
The goal of the video FAQ is not to replace sales conversations but to scale the best answers to common questions. This allows reps to focus on unique aspects of each deal during live calls. While the pricing answer remains the same for every prospect, discussions about a specific prospect's procurement cycle do not. By using video for repeatable parts, reps can concentrate on what truly matters.
Get Started This Week
Invite your top three reps to a 30-minute call to list the ten questions every prospect asks. Choose one question to record this week. Use MarketScale to create a Request with that question, send it to the person who provides the best live answer, and add the finished video to a Sales FAQ Collection. Repeat this process weekly for ten weeks. By the end of the quarter, your sales team will close deals faster, as the FAQ handles the repetitive discussions.
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