Skip to content

If you’re selling a B2B enterprise scale technology platform, or a similarly complex software solution, then you’ll know how easy it is to get buyers interested, yet how difficult it can be to close them.

It’s a double edged sword, as your technology attracts a lot of initial client interest as it solves big problems that cost client’s time and money.

Yet at the same time, onboarding your package means a step change for the client in the way they work, and this is a big risk for them, both for the buyer personally and for the organization.

The net result is that deals grind slower & slower towards the close, after so much initial excitement when the lead first appeared.

A suite of tutorial videos will help you enormously here.

But not just any tutorial videos.

You need Tutorial Videos with the power to close deals in the late stages of negotiation.


How tutorial video closes deals

From a sales point of view, a tutorial training video will enable the buyer to visualise the future using your software

Through your video(s) the buyer can imagine the use of the product, which is something no software demonstration can recreate in such a full & complete way.

It’s this Imagination Factor that generates a genuine Desire-to-buy.

And it’s this Desire that overcomes the difficulties that many potential buyers experience when it comes to putting their job on the line over purchasing a new package.

(Remember, the buyer we’re talking about can be a CIO, CFO, CEO, MD and any level of senior management with responsibility for budgets & performance)

The buyer needs to hear more than just a few sales benefits to feel confident in ordering your solution. From their point of view, if your package doesn’t deliver for any reason, then within the year they could lose their job or their credibility.

Training video is the vehicle that can carry a nervous buyer past this Fear Stage, and generating the Desire needed to move forward and become a fully paid-up user.


What sort of tutorials generate desire?

Workflow videos.

Which aren’t quite the same things as software tutorials.

The average software tutorial demonstrates menu functions, eg, add a record, run a report.

A Workflow video explains Tasks that solve problems.

And this is important as users only ever see their job as a series of workflows, of daily tasks.

So when I see a tutorial explaining menu items, I yawn and my eyes glaze over.

But when I see a video that shows exactly how I could work in the future, solving my particular set of problems with my new software, my eyes light up as at last I can visualise what has to be done.

This visualisation is what makes me want to buy.

It’s The Closer I need to feel confident enough to order.

Remember that up to now your client has probably has very little to visualise how they’ll transfer work from their current system to the new system, and organize all their new work processes. Perhaps they have very little to go on, other than your assurances that the onboarding will run smoothly. It often feels like a shot in the dark. From the buyer perspective.


The differences between workflow and tutorial videos

Workflow videos address the user’s daily/weekly tasks.

Workflow videos talk to the customer in a task-focused way, right from the get-go.

Workflow videos combine a series of actions that accurately depict typical user scenarios.

Speaking broadly, most tutorial videos describe the system menus and their structure, which just isn’t the way a user thinks, any more than you think about grinding raw oats while you’re eating porridge.

By contrast, a Workflow video will describe how tasks are done, and show typical examples if necessary, so the user can fully visualise their work solution.


6 Tips to planning a Workflow video

Planning is all.

Yet many tutorial videos are produced as an afterthought, as if tutorials a fairly trivial minor support issue which “video will fix”, compared to the great strides being made in overall package development.

Here are a number of questions you need to ask yourself, if you’re going to understand the “user story”:

1: How much motivation is required to get each user using, and not grumbling or hiding? Users often ignore new software if they don’t get it instantly, and then go on and bad mouth your product to colleagues. Unfair but true.

> List the bits that users don’t like, or generate the most support issues

2: How attractively do you need to showcase your functionality? Maybe a bare bones video will do to get users started successfully. But maybe you need a little more than bare bones. Maybe you need to show a dozen examples? You need to decide.

> List which areas of your package need a facelift to show it’s chops better

3: How many common daily work practices will my software be replacing? Do I need a video for each work practice or routine? What are the common tasks or opportunities my software creates for the user?

> List all the tasks you replace/create

> List the opportunities your software offers (eg, a valuable report, a faster problem solving technique, greater collaboration, etc)

4: Do you include Quick Tips for everyday jobs. Users love this kind of fast track, insider info.

> List all the quick tips, hot keys etc you know.

5: If you were a CXO approving the purchase of your software, what would you need to see in a tutorial that would clinch it for you, eliminating all doubt as to the software’s effectiveness for your workforce.

> List what the CXO needs to learn about using your package

6: What are the Pain issues your package is solving. Eliminating the pain from regular tasks is why most customers buy software.

> List the users’ key pain areas, then think how a workflow video will set all customer doubts aside and create confidence and delight.

Takehome: If you inject any one of the above ideas into your thinking you’ll produce a better tutorial video, more likely to help you close more effectively in the late stages of your deals.


What you’ll need for workflow video production

Here are some ideas you can use to beef up your tutorials:

1: Screen captures & voiceover: Like any tutorial video your workflow video will focus mainly on showing screen captures, set to a voiceover explanation.

2: Animation: Additionally, you may require graphics and animation to explain the overview of what the user is doing, so they can keep all their new learning in context together.

3: Post production: Your workflow video will need plenty of zooms, close-ups, and highlights so everything looks simpler and clearer.

4: Design: You may need a professional scriptwriter to collaborate on scripts to ensure you maximise your opportunity.

5: Big screen: Ask for a 4K UltraHD version as well as 1080HD mp4 video, as you may want to show one of your workflow videos on a client’s impressive new Ultra curved LED 65” monitor they recently got for their boardroom. Consider pre-sales applications of workflow videos.

6: A voiceover who can speak in a relating manner is critical. No dry authority voice here. More a professional friend whose warm helpful voice you’ll enjoy sitting through for a series of videos.

7: Last but not least, ask your video producer for ways to bring your Key Task workflow video to life. In my own experience, we’ve hired actors to play parts in work cameos, or pulled in experts to speak one liners to camera to underline key points. I even produced a workflow with nothing but cartoons and graphic animated characters to engage audiences more fully when taking their vital first steps.


What about the cost

Workflow video productions can cost double or more the cost of a cheap freelancer-made tutorial. They’re not cheap.

But it’s worth it, if only to use your workflow videos as part of your final presentation in the closing stages of a new deal.

Your secretly anxious audience will understand & approve of the changes in work practice your software demands of them, because they’ll feel more confident & trusting now they’ve seen exactly what the changes will mean at a daily work level.

If money is tight, then just produce 2 or 3 of your 10 planned tutorial videos as high end workflow training videos.



A workflow video is a powerful B2B sales tool if used properly. It’s a lot more than just support.

Whether you’re a developer selling a big ticket enterprise scale package, or a specialist problem-solver package, it’s a big ask to expect customers to take your word for everything.

A workflow tutorial video will show exactly how you make everyday tasks simpler, easier, faster, without causing disruption or worry.

Prove the workflow works with tutorial video, and they’ll snatch the software from your hands.

Leave a Comment