Lights! Camera! Action! Adding Video to Your Sales Process

70 percent of consumers turn to YouTube for things like reviews, test drives, or comparison analyses during their car-buying process, according to Millward Brown Digital. Generic vehicle overview videos are a great resource in early research, but the problem is, most dealerships have them. To set yourself apart, integrate personalized videos throughout the sales cycle.  

Here are a few reasons why video is so impactful:  

#1 Video Sticks: Videos elicit emotions and visual elements better than photos and text. They help people feel invested in you, as the salesperson, your dealership, and the vehicle you’re showing them. This makes you and the dealership more memorable to them as they are going through the research process. 

#2 Videos are Authentic: Consumers prioritize authenticity and honest communication when making purchases, especially large ones like buying a house or vehicle. Videos allow you to be transparent about the vehicle and help you build trust with the consumer. Both will set you apart from competitors.  

#3 Videos are Engaging: The last thing a buyer wants is to feel like another tally mark, and we all know the dealership sales world has a bit of a reputation for being pushy in that area. Change that through engaging videos that educate the customer and make them feel valued.  

Here are a few different types of videos to get you started:  

The Introduction Video:  

One of the easiest ways to incorporate video into your process is with a short introduction. It’s easy… just introduce yourself and greet your customer by name. Let them know you’re excited for whatever the next step in the process is. Humanizing your interactions helps strengthen your relationship and creates a lasting bond. 

Example video talk track:  

Hey <Customer Name>, this is <Your Name> here at <Dealership Name>. Let me know if you’d like to schedule a time to test drive that <vehicle>!  

Pro Tip: Don’t forget to smile and wave!  

The Appointment Reminder:  

Sending an appointment reminder is another easy one. Personalize it by calling out the vehicle they’re interested in and highlight a few key features of the car. Hype it up and get your customer excited. 

Example video talk track: 

Hey <Customer Name>. Can’t wait to see you today at <time>. I’ve got your vehicle ready to go. By the way, did you know it has <insert cool feature>. See you soon!  

Pro Tip: Take this recording out on the lot next to the vehicle they are coming in to see.  

The Virtual Test Drive:  

Only 16 percent of customers are willing to forgo a test drive when purchasing a vehicle. Don’t miss your sales opportunity because the customer can’t make it in. Instead, grab a trusted cameraperson to record in the passenger seat and capture an interactive test drive.  

Show off the vehicles’ features and highlight hidden gems, while calling out how it handles behind the wheel. Any additional quirks you can add to these videos will only help the customer feel more connected. This might also buy some time until the customer can make it for their own test drive and keep your dealership in the running for the sale. 

How to Create Videos Efficiently 

The idea of creating personalized videos can feel a bit daunting. You have to find the perfect balance between efficiency and personalization. A video platform will be your best bet to help, but not all are created equal. With some platforms you have to take the video with one app, edit in another, upload to a third, and send with a fourth. This causes unnecessary work and is not efficient.  

A video tool included in your CRM allows you to access all essential customer information and video functions in one convenient location. Your sales team should be able to easily record, edit, and send directly from your CRM.  

Plus, it should be easy for your customer to access. They shouldn’t have to download a large file. Instead, make sure you’re able to send a link for easy viewing. This streamlined approach allows your salespeople to create informative and personalized videos for your customers quickly, helping to shape great experiences for everyone involved. 

Don’t miss the opportunity to engage with your customers in a unique way, whether it’s answering questions, passing along information, or creating a connection. Phone calls, pictures, and text messages are great, but videos help take your interactions to the next level. 

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