How to Sell Video Production Services
Developing an Authentic Sales Process
What’s your relationship with the Sales process in your video production business?
Do you feel confident with it?
Is it something you enjoy?
Or do you treat it like a necessary evil?
Many production company owners have an uncomfortable relationship with Sales.
I did for many years. Because I got into the industry to make films. I didn’t see myself as a salesperson.
Things only changed for me once I worked out a way of selling that was natural and authentic for me.
Transforming Sales in Your Video Production Business: A Comprehensive Guide to Authentic Selling
Sales. For many video production business owners, the very word evokes discomfort. Perhaps you entered the industry to create films, not to sell services. You might view sales as a necessary evil, a hurdle to clear on the way to doing the work you love. That was certainly my mindset for years.
But over time, I’ve learned that sales doesn’t have to feel unnatural or manipulative. Instead, it can become a process that aligns with your personality, values, and vision. This blog post explores how I transformed my approach to sales—and how you can too—by crafting an authentic, personalized system.
Why Many of Us Resist Sales
As creative professionals, we often misunderstand sales. Early in my career, I thought selling meant convincing people to buy something they didn’t need. Images of pushy salespeople using high-pressure tactics filled my mind. Naturally, I resisted.
That resistance wasn’t a lack of confidence—it was a lack of alignment. These traditional sales methods clashed with my personality and values. I didn’t want to interrupt people or pressure them into decisions. And here’s the thing: I didn’t have to.
The breakthrough came when I realized I could create a sales process that felt natural and authentic. Instead of conforming to a stereotype, I could align my approach with who I am.
Sales as a Learnable Skill
Sales isn’t an innate talent; it’s a skill that anyone can learn. Like editing or cinematography, it requires practice, refinement, and dedication. Over the years, I’ve developed a system that works for me—one built on study, experience, and self-awareness.
The key is to move beyond instinct and create a structured process. A good sales system doesn’t just make selling easier—it makes it enjoyable.
The Foundations of Authentic Sales
Shift Your Mindset
Sales isn’t something you do to someone; it’s something you do for and with someone. It’s a collaborative process where you help people move from their current situation to a better one.Understand Your Clients’ Deep Needs
What your clients say they want isn’t always the full story. Dig deeper to uncover their true motivations. As Seth Godin highlights in his "Hierarchy of Business-to-Business Needs," clients often prioritise avoiding risk, hassle, and gaining praise over making a profit.Focus on Pre-Suasion
Marketing and sales are deeply connected. Effective marketing sets the stage for a smoother sales process. By building authority, demonstrating understanding, and showcasing solutions, you can eliminate much of the friction from sales conversations.
The Farmer vs. Hunter Approach
Salespeople are often categorized as either farmers or hunters:
Farmers plant seeds, nurture relationships, and harvest results over time.
Hunters pursue high-value targets aggressively and quickly.
My approach leans heavily toward farming. I focus on building long-term relationships through content marketing, networking, and consistently delivering value. While this method requires patience, it aligns perfectly with my values and yields sustainable results.
Which approach resonates more with you? Or perhaps you’re a blend of both?
The Power of a Thousand True Fans
Kevin Kelly’s concept of "A Thousand True Fans" is especially relevant for creatives. You don’t need millions of clients to succeed—just a small group of loyal customers who love your work.
For example, if your goal is to generate $1 million in annual revenue, you could achieve it with:
1,000 clients spending $1,000 each
100 clients spending $10,000 each
10 clients spending $100,000 each
By serving a focused group of clients exceptionally well, you can build a thriving business.
Applying Carl Rogers’ Core Conditions to Sales
In my journey, I found inspiration in an unexpected source: Carl Rogers’ principles of client-centred therapy. His three core conditions—congruence, unconditional positive regard, and empathy—are just as effective in sales as they are in therapy:
Congruence
Be genuine. Drop the sales persona and connect authentically. Clients can sense when you’re being real, and that authenticity builds trust.Unconditional Positive Regard
Approach each prospect with acceptance and a genuine desire to help. When clients feel valued and respected, they’re more likely to open up about their needs.Empathy
Listen deeply and demonstrate understanding. Empathy shows clients that you truly grasp their challenges and are invested in finding solutions.
The Diagnose and Prescribe Model
Think of yourself as a doctor diagnosing a patient’s needs. Your clients come to you with challenges, and your role is to listen, analyze, and recommend tailored solutions.
This approach isn’t about persuasion—it’s about service. By focusing on understanding and solving problems, you naturally guide clients toward a decision that benefits them.
Building Your Sales System
Success in sales isn’t about winging it. The most effective salespeople follow a structured process. Here’s how to build your own system:
Map Your Sales Process
Document each step, from initial contact to closing the deal. This roadmap ensures consistency and helps you refine your approach over time.Create a Sales Script
While you don’t need to stick to it word-for-word, a script provides a foundation. It helps you navigate conversations confidently and ensures you address key points.Test and Refine
Your system isn’t static. Continuously test different strategies, gather feedback, and make adjustments to improve results.
Overcoming Resistance to Sales
If you find the idea of selling intimidating, start small. Take one actionable step today—whether it’s reaching out to a past client, drafting a script, or refining your marketing materials. Remember, action fuels motivation.
The Rewards of Authentic Selling
When you align your sales process with your values and personality, everything changes. Sales becomes less about closing deals and more about building meaningful connections.
By crafting an authentic approach, you’ll not only grow your business—you’ll enjoy the journey.
Take the Next Step
If you’re ready to transform your sales process and build a thriving video production business, let’s work together. My coaching services are designed to help you create a personalised, effective system that feels natural and drives results.
Visit my coaching page to learn more.
What’s your next move?
Think about one change you can make to your sales process today. Take action, and watch your confidence—and your results—grow.