How to Win More Corporate Video Work

27 May

Corporate video production can often seem like the holy grail of the industry. Big budgets, well-known clients, and steady, reliable work are all enticing prospects. However, transitioning into this space comes with its own set of challenges. Many video producers find themselves unsure of how to position themselves, how to attract corporate clients, and what’s required to deliver the type of work that will win long-term partnerships.

In this post, we’ll break down the key elements of winning corporate video work, understanding corporate culture, and how to position yourself as the go-to provider for business clients.

Why Corporate Video?

If you’re currently working in weddings, music videos, or small business content, you may be wondering whether corporate video is worth the transition. The reality is that every sector of video production comes with its own pros and cons.

Weddings: While there’s a steady market, it’s often emotionally charged, physically demanding, and rarely results in repeat business.
Music Videos & Events: Often fun and creative, but the budgets are usually lower, and deadlines can be intense.
Small Business Videos: Direct interaction with business owners can be rewarding, but the budgets may not always be sufficient, and projects can become overly personal.

Corporate video, on the other hand, offers several advantages:

Higher Budgets: Larger companies generally have the financial resources to invest in high-quality video.
Clear Communication: Corporate clients are often experienced in working with creative agencies and understand project workflows.
Repeat Business: Unlike weddings, corporate clients frequently need new content.
Less Emotion, More Logic: Decision-making is based more on business needs than personal preferences.

However, this space also comes with its own challenges, including strict deadlines, multiple stakeholders, and sometimes conservative creative boundaries.

Understanding Corporate Clients: The Business-to-Business Mindset

One of the most critical aspects of winning corporate work is understanding the mindset of corporate clients. Business-to-business (B2B) transactions are fundamentally different from business-to-consumer (B2C) interactions.

Seth Godin’s Hierarchy of Business-to-Business Needs provides a useful framework to understand what drives corporate decision-making. Here’s how businesses prioritize their needs when hiring service providers:

Avoiding Risk – They want to know they’re hiring a reliable video producer who will deliver.
Avoiding Hassle – They don’t want additional problems; they want a seamless process.
Gaining Praise – They want to look good to their boss and peers.
Gaining Power – The project should enhance their influence within the company.
Having Fun – They’d like the process to be enjoyable, but this is lower on the priority list.
Making Profit – They need the video to generate ROI for their company.

When engaging with corporate clients, it’s essential to demonstrate how you help them avoid risk and hassle. If your pitch only focuses on making profit or the creative aspects, you might miss what truly matters to them.

Building Trust with Corporate Clients

Trust is the most crucial factor in corporate sales. Unlike consumer sales, where emotions often drive purchasing decisions, corporate clients require proof and reassurances before committing. Here’s how to build that trust:

Professional Website & Portfolio – Your website should be polished, up-to-date, and showcase high-quality work with case studies and testimonials.
Client Testimonials & Case Studies – Having social proof from reputable companies builds confidence.
Well-Defined Sales Process – Corporate clients expect structure. A clear proposal, transparent pricing, and well-articulated workflows set you apart.
High-Quality Proposals – A detailed, professional proposal reassures potential clients that you’re experienced and organized.

Mastering the Corporate Video Sales Process

If you want to win more corporate clients, you need a structured sales approach. Here are key elements to consider:

1. Prospecting & Outreach

Identify decision-makers (e.g., marketing managers, internal comms teams).
Use LinkedIn for networking and targeted outreach.
Offer value through content marketing, blog posts, and email campaigns.

2. Discovery & Needs Analysis

Focus on understanding the client’s business goals.
Ask the right questions: Who is the audience? What problem does this video solve? What is the ideal outcome?
Use Ryan Levesque’s ASK Method to dig deeper into their challenges.

3. Proposal Development

Include a detailed breakdown of the project scope, timeline, deliverables, and costs.
Present case studies relevant to their industry.
Address their biggest concerns (risk, hassle, budget).

4. Closing the Deal

Provide clear next steps.
Offer flexible payment terms if necessary.
Reiterate your commitment to making them look good.

Delivering an Exceptional Corporate Video Experience

Winning a corporate client is just the beginning. Retaining them and turning them into repeat customers requires an outstanding experience.

Here’s how to ensure smooth project execution:

1. Set Clear Expectations

Provide a step-by-step overview of your process.
Define roles, responsibilities, and deadlines.
Outline the feedback process and expected revisions.

2. Communicate Regularly

Keep clients updated on project status.
Reassure them by letting them know what’s next.
Provide timelines for each stage of production.

3. Deliver on Time & On Budget

Reliability is everything in corporate work.
If changes arise, communicate them immediately.
Avoid surprises by keeping the client in the loop.

4. Solve Problems Proactively

Be the “Wolf” (a reference to Pulp Fiction). Clients love problem solvers.
If an issue arises, offer solutions, not excuses.

Avoiding Common Pitfalls

Underestimating Corporate Bureaucracy – Decisions often take time and require multiple approvals.
Over-Promising & Under-Delivering – Be realistic about what you can achieve within the given timeline and budget. No need for gimmicks. Just deliver what you promised.
Neglecting Marketing & Sales – Even when you’re busy, continue prospecting so you’re not left with dry spells.
Failing to Follow Up – After delivering a project, stay in touch. Regular check-ins help maintain relationships.

Final Thoughts: Positioning Yourself for Success in Corporate Video

Winning corporate video clients isn’t just about technical skill or creativity—it’s about reliability, communication, and professionalism. By understanding the business mindset, providing proof of your capabilities, and delivering a seamless experience, you position yourself as a trusted partner rather than just another service provider.

If you’re serious about growing your video production business, investing in your marketing, sales process, and client relationships will pay off significantly.

And if you’re looking for guidance on refining your sales approach, crafting better proposals, and positioning your business for long-term success, check out my coaching program at ryanspanger.com/coaching.

Thank you for reading, and I encourage you to take action today. What’s one thing you can implement right now to improve your corporate video sales process? Let’s get to work!

Ryan Spanger