Is your sales pipeline slowing down? Sending emails but hearing crickets? It’s frustrating, right?
Let’s be honest—traditional emails often get lost in crowded inboxes. If you want your outreach to stand out, how you approach it matters.
Today, the two top options are video prospecting and cold calling. Both have their perks, but which one works better?
In this blog, we’ll talk about how video prospecting differs from cold calling. We’ll compare both results and help you decide the best way to reach your prospects.
What is Video Prospecting?
Video prospecting is a smart way to reach potential clients using short, personalized videos. Instead of sending boring, generic emails or making cold calls that get ignored, you send a video made just for them.
Here’s how it works: You record a short video that talks about your prospect's needs. You explain how you can help them. Then, you invite them to take the next step.
It’s simple, but it works! In fact, 94% of sales pros say video helps build trust and confidence with potential buyers.
Video prospecting combines the warmth of a face-to-face chat with the speed and ease of online communication. It’s personal, effective, and a great way to stand out.
How Does Video Prospecting Work?
1. Learn About Your Prospect
Find out who they are, what they do, and what problems they’re dealing with. Knowing this helps you make your message personal.
2. Record a Short Video
Use tools like Distribute to make quick, easy videos. Introduce yourself, show how your product works, or explain how you can solve their specific challenges. Keep it short and clear!
3. Send the Video
Share the video in an email, LinkedIn message, or other platforms. Use an eye-catching subject line and end with a clear next step, like booking a call.
4. Follow Up Smartly
Check who watched your video and clicked the links. Then, follow up at the right time to keep the conversation going.
Popular Tools for Video Prospecting
There are some great video prospecting tools out there to make it easy:
- Distribute: Perfect for creating professional, polished videos ready to share.
- Vidyard: Helps you see who’s watching your videos and how they’re performing.
- Loom: Super simple for quick, personal video recordings anyone can use.
- BombBomb: Built for video emails to make your outreach more personal and engaging.
What is Cold Calling?
Cold calling is when a salesperson calls potential customers who haven’t been contacted before. The goal? To introduce your product or service, get their attention, and guide them toward the next step, like booking a meeting or learning more.
Even though cold calling is one of the oldest sales techniques, it still works! In fact, 17% of B2B marketers use it as their main way to find new customers. It’s especially effective in industries where talking to someone directly is crucial.
How Does Cold Calling Work?
1. Find the Right People
Start by researching or using lead lists to identify people who might need what you’re offering.
2. Plan What to Say
Write a simple script or outline with a strong opening and key points. Don’t sound stiff—keep it natural and friendly!
3. Make the Call
Dial the number, introduce yourself, and quickly explain why you’re reaching out. The first few seconds are your chance to grab their attention.
4. Start a Conversation
Ask questions to understand their needs and see if they might be interested in what you offer.
5. Take the Next Step
If they’re interested, schedule a meeting or send more details. If not, plan a follow-up for later.
Key Skills Needed for Successful Cold Calling
To excel at cold calling, you need:
- Confidence: Sound sure of yourself and believe in what you’re offering. People trust confidence!
- Listening: Pay attention to what the other person says so you can respond in a way that makes sense to them.
- Staying Positive: Rejection happens. Don’t take it personally—keep going!
- Thinking Fast: Be ready to answer tough questions or steer the conversation in a new direction.
- Speaking Clearly: Explain what you’re offering in simple, clear words that grab their interest.
Video Prospecting vs Cold Calling: Which One Wins?
If you’re choosing between video prospecting and cold calling, it’s all about understanding where each works best. Let’s break it down!
Engagement
Video Prospecting grabs attention with visuals and emotion. People can watch videos when it is convenient for them, making it easier to get their interest. Tools like Distribute let you see who watched your video and for how long—so you know who’s paying attention!
Cold Calling, on the other hand, gives you real-time conversations. You can adjust what you say based on how the person responds. The tricky part? Many people don’t pick up calls from unknown numbers.
Winner: Video prospecting for attention retention; cold calling for instant interaction.
Personalization
Video prospecting is the best option for personalizing the message. You can say the prospect’s name, discuss their problems, and show a friendly face. Your tone, expressions, and visuals all help make the message feel more personal and relatable.
Cold calling can still feel personalized, but it’s more off-the-cuff. You’re often thinking on your feet, especially at the start of the call. Creating a genuinely tailored experience in those first few seconds is harder.
Winner: Video prospecting is the better choice for creating a personal and memorable message.
Results
Cold calling is the way to go if you’re looking for quick results. It’s great for getting fast answers—whether booking a meeting, moving a lead forward, or even closing a deal. A confident salesperson can make it happen right on the call.
Video prospecting works a bit differently. It’s slower but very effective over time. Videos can get more responses, especially when you’re building relationships and nurturing leads.
Winner: Cold calling for immediate results; video prospecting for long-term impact.
Reach
Cold calling is your best bet if you need to contact many people quickly. It’s a high-volume method that helps you quickly reach a wide audience and spark interest. However, the downside is that making each call feel truly personal can be harder.
Video prospecting, on the other hand, works better for smaller, more targeted outreach. Making each video personal and meaningful is great, but it takes time. That’s why it’s not the best option for reaching many leads.
Winner: Cold calling for broad reach; video prospecting for focused targeting.
Building Relationships
Video prospecting is a great way to build trust. When prospects see your face and hear your voice, it feels personal—like the message was made just for them. That human touch helps them feel valued and more connected to you.
You can still build relationships with cold calling, but it’s harder. Calls are often quick and to the point, which makes it feel more transactional. Building real trust might take a few calls, especially if the first one feels rushed or gets cut short.
Winner: Video prospecting is the winner for building stronger, more personal connections.
Delivery & Script
Video prospecting lets you create a polished message that’s ready to impress. You can add visuals, text, and even re-record until it’s just right. This way, there’s less chance of making mistakes, and your message comes across clearly.
Cold calling is all about thinking on your feet. Scripts can help, but you must be ready to adjust if the conversation takes an unexpected turn or the prospect raises objections.
Winner: Video prospecting for polished delivery; cold calling for adaptability.
Data-Driven Decisions
Video prospecting gives you powerful data to work with. Tools like Distribute show you how many people watched your video, how long they watched it, and even if they clicked any links. This helps determine who’s interested and where to focus your efforts.
Cold calling also provides useful stats, like how many calls were successful or led to a meeting. But the data isn’t as detailed, so it’s harder to know exactly how engaged the prospect is.
Winner: Video prospecting for clear, actionable insights that help you work smarter.
How to Choose the Right Outreach Method?
Picking between video prospecting and cold calling depends on your audience, goals, and resources. Here’s how to figure out the best fit:
1. Know Your Audience
Consider how your audience prefers to communicate.
- Video prospecting will grab their attention if they’re tech-savvy and comfortable with digital tools.
- Cold calling works better for more traditional industries or decision-makers who prefer a personal touch.
2. Define Your Goals
What are you trying to achieve?
- Go with video prospecting if you want to build strong relationships and leave a lasting impression.
- If you need to reach a lot of leads quickly, cold calling is your best bet for fast results.
3. Match It to Your Sales Funnel
Different stages call for different approaches.
- Use cold calling at the top of the funnel to find and qualify leads.
- Use video prospecting to nurture leads and build connections as they move further down the funnel.
4. Assess Your Resources
Think about your time, tools, and team capabilities.
- Video prospecting needs tools like Distribute and time to record and edit videos.
- Cold calling requires a trained team that can handle rejections and stay persistent.
5. Play to Your Team’s Strengths
What’s your team good at?
- If they’re creative and confident on camera, try video prospecting.
- If they’re great at thinking on their feet and handling objections, go for cold calling.
6. Test Both and Compare
You don’t have to stick to just one method. Test both approaches and measure the results.
- Use video prospecting for a select group of high-priority leads and cold calling for a broader audience.
- Track metrics like response rates, conversions, and time spent to see which method delivers better ROI.
7. Blend the Two for Maximum Impact
Sometimes, the best strategy is a hybrid approach.
- Start by warming your prospect with a personalized video, then follow up with a cold call to further the conversation.
- Combining methods allows you to leverage the strengths of both while minimizing their weaknesses.
Frequently Asked Questions
1. Can I combine video prospecting and cold calling?
Absolutely! Combining the two methods can be highly effective. For instance:
- Start with a personalized video to grab the prospect’s attention and introduce your value proposition.
- Follow up with a cold call to discuss their needs further and move the conversation forward.
This hybrid approach helps you leverage the strengths of both methods.
2. Is video prospecting suitable for all industries?
Video prospecting works well in industries where building relationships matters. This includes B2B sales, real estate, software (SaaS), and consulting. It may not work as well in industries where people prefer face-to-face conversations. For example, local retail or traditional manufacturing.
3. What’s the ideal length of a cold call?
Aim for 3 to 5 minutes. Keep it short and focused. Introduce yourself, explain your value, and determine whether the lead is a good fit. The goal is to set up the next step, like a meeting. If the call drags on, the prospect might lose interest.
4. What should I do if a prospect doesn’t respond to my video or cold call?
If a prospect doesn’t respond:
- For video prospecting: Follow up with a reminder email or a quick message highlighting the value of your solution.
- For cold calling: Try calling again at a different time or send a personalized email referencing your previous call. Persistence is key, but avoid being pushy.
5. What’s the cost difference between video prospecting and cold calling?
- Video prospecting: You might need to spend on tools like Distribute and take time to record and edit videos.
- Cold calling: It’s usually cheaper but may require training for your team and tools like a CRM system.
Consider your budget and which method will give you the most value for your investment.
Conclusion
Both video prospecting and cold calling have benefits. Video helps build trust and keeps leads engaged, while cold calling works well for quick outreach and fast results.
You don’t have to choose one. Start with a video to grab attention, then follow up with a call to deepen the conversation.
The goal is simple: connect with prospects, understand their needs, and offer a solution.
Now it’s time to take action and turn leads into real opportunities!
