[caption id="attachment_9789" align="alignright" width="300"] Pat Sherlock[/caption]

As a social selling trainer, I'm not surprised. I often work with sales professionals who are resistant to engaging with prospects on social media platforms.

The problem is that these originators are missing out on a real chance to differentiate themselves and to increase their production. Video is no longer a nice-to-have sales tool but should be an integral component of all origination efforts.

Video is predicted to account for an unprecedented 82% of all Internet traffic by 2020, according to a new Cisco study. Video is not a novelty anymore, but a better way of creating a memorable impression than text-based messages, such as email. The reality is that video provides a more effective human interface than any of the other marketing platforms because real life is lived in pictures.

The excuses I hear from originators who are not using video run the gamut from "I am too busy with my pipeline" to "I don't need to use video because I already do business with them." Some producers say they are simply uncomfortable and inexperienced with the medium. While these excuses seem reasonable, in today's ultra-competitive marketplace, originators must present themselves in unique ways to potential customers.

In our new world of selling where the buyer has all the power, salespeople are challenged to develop trust faster than ever with prospects. The trust of the referral source or consumer in a complex sale is not guaranteed just because an individual works at a large financial institution. Each salesperson is challenged to establish their own credibility within their respective territories. Video messaging can help them build trust faster.

Here are three places that an originator can use video in their sales efforts:

1. Sending prospecting emails. Text-based messages require prospects to set aside time to read and understand the content. On the other hand, a video message is a much quicker way for the buyer to relate to the seller and grasp their message.
2. First meeting. All salespeople recognize that first impressions matter a lot in selling. If a good impression is made in the first meeting, the likelihood of getting a second meeting is greater. For a seller to depend on one's voice or tone to gain trust is a one-dimensional strategy. With video, all the senses are brought into play.
3. Meeting summary. Emailing a two-page laundry list of what's been discussed is asking the receiver to spend the time to read it. A video summary is more likely to be opened and reviewed.

There are many other ways originators can use video to enhance their selling opportunities. It is all up to the imagination of the originator in determining how they want to stand out. If you are not using video in your selling model, you are missing out on a great way to establish trust and make a good first impression.