Lots of sales professionals are capitalizing on the value of video as a sales training tool. In fact, video’s impact is being felt even before the beginning of the sales process. In other words, video as an onboarding tool smooths entry and integration into the company, paying dividends even before a sales rep starts calling on clients. This is because many people learn visually. That means seeing and hearing during training videos helps increase comprehension.

Once new salespeople are on board, it’s in everyone’s best interest to get them on task—as soon as possible. The name of the game is sales force productivity, and the quicker you can train and aim new reps, the better. Want to introduce your company culture and vision in ten minutes? Use video. Is your office downtown on the eighth floor? Walk new hires through parking and accessing the office with a video. Want to overview company policies without boring new hires to sleep? Again, video to the rescue.

Clearly, video is playing a central role at the front end—getting new sales reps introduced to the company and streamlining their training. But savvy sales teams are also finding ways to leverage video at other points within the sales cycle.

1. Lead scoring and qualification.

While you can use research papers, white papers, and the like to capture prospects’ contact info, video’s sophisticated tracking options mean you can look a lot deeper. The how is important. “Videos allow you to look deeper to monitor not only who is viewing your content, but also what they’ve watched and where and when they saw it.

You can even know which parts of your video were watched for how long and if the video was shared. All this data adds up to valuable insights that help you pinpoint which prospects are the most likely to buy. And the benefits don’t end there. By tracking watches and shares, you can determine what content is really hooking your prospects. Study the videos that have high watch and share rates, then use that information to build even better videos.

Worried about the costs of production? Due to advancing technology, video production is becoming easily affordable. So don’t let any of the data go to waste. Always keep looking for new ways to boost prospect response with video.

2. During presentations.

What better way to showcase your product and nail the messaging than to share a powerful clip of video? With the internet simplifying selling on a global level, competition intensifies by the day. In order to increase sales, innovation is mandatory. So what’s one of the best ways to stand above the rest? Once again, video rises to the challenge. People watch videos every day, with over a billion videos being watched daily on a global scale. By combining audio and visuals into one powerful package, video has become one of the most effective ways to present information.

Depending on the content of the video, it can take the pressure off of the sales rep, provide a nice change of pace during a presentation, and showcase your product or service. Often video communicates in a way talking and physical demonstration simply can’t.

3. Communication after the sale.

OK, almost everyone sends a follow-up communication after a presentation from the sales team. Predictably, most of these are emails. An email is generic, straightforward, and easily lost in a messy inbox. So why settle for the predictable?

Separate yourself from the crowd by using video—it’s a great way to personalize post-sale conversations. Use it to share helpful research, explain services, demo products or video with a presentation deck. Your client will be relieved to take a break from long-winded emails.

Video is gaining traction in sales training, but why stop there? Why build fences around its value? Keep looking for more ways to use video throughout the sales cycle. Never stop innovating.