Mastering the art of creating compelling inventory videos should always be the first focus for dealerships, as these videos are the meat and potatoes of your marketing and merchandising efforts. Effective inventory videos showcase your vehicles in the best light, attract potential buyers, and set your dealership apart from the competition.
But once you’ve got inventory videos down to a science, what’s the next step?
Train your sales team to use video in the sales process. Incorporating video into the sales process can significantly enhance a salesperson’s ability to convert leads into showroom visits. Videos are proven to increase response rates, build trust and relationships with customers, strengthen your brand, and show prospects that you care.
Here are five essential types of videos every salesperson should master to elevate the sales process:
Face-to-the-Name Video
Every time a salesperson talks to a promising prospect, a “face-to-the-name” video should be sent out soon after the conversation. This video features the salesperson offering a friendly greeting, brief introduction, and summary of the conversation.
The primary purpose of this video is to establish an emotional connection with the prospect, making them more likely to feel comfortable and trust the salesperson. People tend to buy from those they like, and this personal touch can make a big difference.
Additionally, if a prospect is hesitant to provide their phone number, an offer to text them a personalized video can be a great incentive to get that valuable contact information.
Vehicle Walkaround with Questions Answered
As a salesperson, when you receive a website lead or talk to a prospect on the phone, ask the customer specifically what they are looking for and what questions they have about their vehicle of interest.
Then, go the extra mile to create a walkaround video that addresses their questions. This should be personalized and more detailed than the standard inventory video they may have already seen.
For example, if the customer asks about tires on a vehicle, take a video of the tires and discuss their features and benefits. This personalized approach shows the customer that you’re attentive to their needs and willing to put in the effort to help them make an informed decision.
Appointment Confirmation Video
To increase appointment show rates, have your sales team send out appointment confirmation videos. The purpose of these videos is to not only remind the customer of their appointment but also to get them excited about seeing their vehicle of interest.
Send this video via email and text the day before the appointment. If the appointment was made on short notice, send the video out the morning of the appointment or even a few hours before. This extra step can significantly reduce no-shows and keep your schedule on track.
Unsold Showroom Follow-Up
Every salesperson has heard phrases like, “I’ll be back,” or “I need to check with my spouse.” Often, these prospects never return. A follow-up video can keep the connection alive, keeping your dealership and the vehicle fresh in the prospect’s mind.
In the follow-up video, thank the customer for visiting, express appreciation for their time, and highlight the features of the vehicle that they liked. Ask if there’s anything more you can do to help them decide. This personal touch can make a difference in turning a hesitant shopper into a confident buyer.
Sold Follow-Up
Many customers purchase a vehicle and never hear from the salesperson again, which is a missed opportunity.
Make a follow-up video and thank the customer for their purchase. If a feature demonstration was performed at the dealership, reiterate what was discussed and show the features again. Often, customers are eager to leave after the purchase and may not remember everything.
Follow-up videos reinforce the customer’s decision, enhance their overall satisfaction with their purchase, and increase referral rates.
Incorporating videos into your sales process can significantly enhance customer engagement and satisfaction. From initial contact to post-purchase follow-up, personalized videos show customers that you care about their experience and are willing to go the extra mile. By mastering these video techniques, you can boost your dealership’s sales and create lasting relationships with your customers.
