Not a huge fan of turning on your video while working from home? You’re not alone.
But, have you ever wondered how turning on (or not turning on) your video impacts your win rates? Well, our team analyzed 12,282 sales calls from 2020 and looked specifically at video — how it’s used and its connection to win rates across SMB and enterprise sales cycles.
Turns out - video (from the seller and the buyer) has a massive impact on win rates.
Here’s the scoop
We’ve summarized the key Gong Labs findings for you - and will show you how to evaluate web camera usage for your team. If you want the full data, take a look at our Gong Labs blog post.
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Camera on.
Win rates are 127% higher when webcam is used on calls. -
Turning on your video will help your deals.
Win rates are 94% higher when the seller uses their webcam on calls. -
Don’t be afraid to ask your prospects to turn on their videos.
Win rates increase by 96% when your buyers turn on their camera
Ok, now that we’ve validated what most of us may have suspected. Let’s dive into how to find and use video details to improve your reps’ likelihood of winning their deals.
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Pick the most important calls to review
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Discovery calls: is your team leveraging video to humanize themselves, build rapport with their buyer, and asking their prospect to turn on their videos?
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Create a call filter or call category for your team’s demo calls based on CRM stage or call title.
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Swing deals: are your reps turning on their cameras in your most important deals?
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Use the Gong account page for your key deals to find the most important calls to review.
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When reviewing these critical calls, ensure that video is on and use the video playback to gauge the prospect’s engagement, body language, and your rep’s approach to the meeting.
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Demo calls: ensure your reps are kicking off their demos with video, and using video to stay engaged with their prospect throughout their calls.
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Create a call filter or call category for your team’s demo calls based on CRM stage or call title.
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Look at video stats when conducting a call review
When reviewing your team’s calls, use the video breakdown at the bottom of the call page to understand how often video, screen sharing, or neither were used on the call.
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Use the Gong API to surface the breakdown (in seconds) of your rep’s call structure:
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‘Browser’: When the video segment shows a web browser.
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‘Presentation’: When the video segment shows a presentation (such as PowerPoint).
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‘WebcamPrimaryUser’: When the video segment shows the webcam of the primary user.
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‘WebcamNonCompany’: When the video segment shows the webcam of non-company participants.
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‘Webcam’: When the video segment shows any webcam.
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Use your findings to coach your reps on their calls.
Follow these best practices to get started with coaching in Gong.