Q: Having been in the high street retailing business for many years, we are looking to produce a set of videos that will aid in the sales training of our staff.
We want to emphasise the importance of creating sales opportunities and help our employees sell to our customers in way that is friendly and natural.
Can you offer any advise?
Head of Sales
UK High Street
A: The current economic downfall has not been kind to the high street. Only the best will attract, keep and sell to customers.
Online retail is a major threat to your sector – which is why you have correctly identified your ace card as being your sales staff.
A customer would rather speak to a person than a computer.
A friendly in-store team – from checkout operators to meet-and-greet assistants – is vital.
Your in-store staff need to both attract customers and keep them coming back.
A video is a good way of teaching them this.
Producing a retail sales training video requires the following considerations:
- Use professional actors as representatives of how your staff should be. The actors can be the presenters of the video, thereby showing your staff the best way in which to address people.
- Use graphics effectively. Graphics in a video include the use of green screen (for a superimposed background), titles to re-emphasise important points and animation to give your video a bit of a ‘wow’ factor.
- As well as using actors, use staff. Using staff will add a realism that the trainees will pick up on and relate to.
- Acted out example scenes should be followed up by an interview. These could be with staff and already satisfied customers. Or even your good self!
- The vision and sound of the film must be of the highest quality. This will both impress your staff and make them feel that they are part of an organisation that appreciates its members. Shoot in Widescreen HD.
- Though the video has been shot in HD, edit it in both high definition and standard definition (SD). This will stop the quality of the video being compromised if and when it is played on an SD display.
- Use camera stabilisation units, such as gyroscopic tripods, a crane and a steadicam. This will allow for tracking shots of your store as well as overhead shots to show how the shop floor operates on a standard day.
- Do not just rely on the lighting you already have in store. It is very unlikely that it will provide a level of exposure that is suitable for your HD video. Externally sourced studio standard lights will probably have to be brought in.
- Before you shoot, make sure your pre-production is completed and approved by all involved. By pre-production, I mean the script, storyboard, shooting schedule etc.
I hope this helps.
For more information regarding the production of staff training videos, why not contact us.