3 Reasons Video Is a Dealership's Best Friend
With the proliferation of data and varied ways to share information, video is one of the best ways to get information to your customer and build that important initial relationship. So why are you reluctant to bring video into your daily dealership processes?
Who really likes making videos? Not all of us old folks--and by old I mean born before 1975. It feels really awkward to have a phone in my face and staring at myself as a video
In a fast-paced, technologically driven world, we can no longer afford to say “This is how we have always done it.” That statement got us to where we are, but will not get us to where we are going or where we want to be.
I remember the Dewey Decimal System and Brother word processors. That doesn't mean that I think they are still the best way to gain and share information today.
Things change and change quickly. We must be innovative in our responses and connections with potential customers. Meet them where they are, take them to the next level, and give them a reason to get excited. Communicating is the most important aspect of building relationships in sales, and sending an email is generally the first way to reach out to a customer.
Stop sending vanilla, cookie-cutter responses that do not acknowledge the customer’s inquiries, interest, or request. Sending a response telling them when you will get back to them is a waste of time.
Let’s get innovative. Let’s change the way we do business. Here is one simple way to shake up your responses to grab the attention of your customer to let them know you are listening.
Breathe. Don’t panic.
This is not as hard as you think.
The younger generation (technological natives) have spent their lives in front of a camera taking selfies and posting to facebook live, snap and Instagram. For some of us “slightly older” people, it may seem a little uncomfortable. But like anything in life, the more you do it, the better you get. Get over the fact that you don’t like your voice or think you look bad on video. The customer will be happy because they are seeing you--they are meeting you in a way they would not have before. Building relationships is key to building and keeping your customers.
So, no matter what your objections, adding video to your email is going to help your business.
Here is why this is important: People Watch Videos.
That is the percentage of people who are more likely to purchase an item after viewing a video ( according to Andrew Follett--founder of Video Brewery). Adding personal videos are simple and should not be overly formal. It can be a quick welcome from the sales person to the customer or a thank you for a purchase. And it’s easy--you don't need a camera crew and a director. Just a cell phone or a good laptop. Embed it, attach it--however works best. But say hello and introduce yourself.
The YoY growth in automotive video watch time from 2012 through 2015.(Google Research) People are searching automotive videos on YouTube more than ever. Do you have a presence that will drive local people to your dealership?
More than anything, videos change the dynamic of the e-mail. It transforms an email from printed words to a warm, personal welcome. The customer will have a visual for their point of contact, they will hear your voice, and know who to look for when they come in.
You can use the video email as an introduction, a follow-up to a call. a digital in-store visit, or as a closure after the sale. These are all great ways to reach your potential customer, connect, and begin building that relationship.
What are the best videos to make?
- Walk arounds
- Test Drives
According to Google, these are the most viewed videos on YouTube. These will not take the place of test drives or people on lot, but they will give your customers more information and a sense of transparency.
Some Simple Video Tips
- Lighting: make sure you are in a well-lit room or a room with good natural lighting. This will make the difference between a great looking video and a zombie apocalypse.
- Promotion: Find create ways to promote your dealership. Think signage, placement, and your word tracks.
- Speak Clearly and Know The Direction: Think about what you are going to say and be prepared. That will alleviate the desire to ramble or use filler words.
PUT THEM ON YOUTUBE! The average vehicle search includes YouTube searches, up to 14 per search. 71% of all searches are on mobile devices, and YouTube never fails in that area.
Small changes drive big results. This one small change will make you stand apart from everyone else and make you relevant. And it does not matter the age group or status--this works for the 20 something purchasing their 1st car to the 60 something purchasing his 15th. Everyone likes to know who they are talking to. So, start building those relationships and sell some more cars!