Five Videos Every Service Department Needs

by Tim James

As more dealers turn to fixed ops to grow profits, it’s important not to overlook the power of video. Video is a great tool for building customer trust because it allows you to address the perception that dealerships charge too much or try to sell customers unnecessary repairs.

An effective video marketing strategy for your service department includes the following five videos:

1) Value Proposition. This video answers the “why trust us?” question. Many customers are afraid if they bring their vehicle into a dealership service department, the repair will be expensive or they will be taken advantage of.

In this video, address your customers’ fears by featuring friendly service personnel, focus on how your technicians are trained, the quality of your repair work and most of all, emphasize your trustworthiness. Be certain to mention any awards you’ve won and your positive BBB Rating.

2) Service Department Testimonials. Identify several of your most loyal service customers and offer them an extra perk like a free loaner car or free oil change if they agree to make a customer testimonial video.

Before shooting the video, prompt your customer to talk about how long they’ve been servicing with you, what they like about your service department and to comment on the quality of the repair work.

3) Service Personnel Introduction. Similar in tone to a value proposition video, this video introduces the service manager, service advisors and technicians to customers. People choose to do business with people they like, so create videos that display the likeability of your manager, advisers and technicians. Don’t be afraid to brag about their years of experience and awards they’ve won.

4) Service Department “How To.” Select a dozen of your most common and profitable services. Create videos that talk about why these services are important for the health of the vehicle and customer safety. Show a quick tutorial of the work involved with the repair. Discuss the costs of parts and the estimated amount of time it takes to complete the service. The purpose of these videos is to educate customers so they feel more confident they are making the right decision to get the repair work done.

5) Recommended Repairs. When customers drop their cars off for a scheduled repair, one of their biggest fears is an unnecessary upsell. Unfortunately this fear can create resistance to any repair recommendations. A short video created by the service adviser can help to alleviate this fear and provide visual proof that a repair is really needed.

Videos are far more effective at doing this than photos because the service adviser can explain how the old part is worn and compare it to the new part, along with an explanation of how important it is to get the repair done now.

Additionally, advisers can mention the potential impact and cost of related problems that could be caused by not completing the service now.

Recommended repair videos don’t have to be professional. Just use your smartphone with an app that allows you to text the video to the customer. Another option is to have a live streaming video call where the service advisor can show the worn part and explain the repair while talking to the customer live on their smartphone.

All service department videos (with the exception of recommended repair videos) should be featured on your dealership’s website. Additionally, these videos can be used in email campaigns, uploaded to your YouTube channel, featured on your social media profiles and used in digital advertising campaigns.

To get started, find a reputable video marketing host and hire a professional video crew (or find one among your employees). Service department videos are an inexpensive and highly effective way to build customer trust and give your dealerships a competitive edge.

Flick Fusion Receives Honors at NADA

This year’s NADA Convention & Expo in Las Vegas, NV was an outstanding event and one of the busiest NADA conventions we have ever seen!award_blue_300

Flick Fusion received two honors at the show worth mentioning. On the first day of the show, Automotive News featured Flick Fusion in an article titled “7 Things to Check Out” at NADA.

The article featured VidCom, our award-winning mobile communications app that combines the power of VidMail with StreaMe. With VidCom, dealers can text videos to customers and participate in one- and two-way live streaming video calls. This is the perfect app for engaging customers and performing live vehicle walk arounds!

Additionally, Flick Fusion’s Smart Flicks platform received an AWA award for “Best Website Merchandising Software,” presented by PCG Companies.

“Flick Fusion is both excited and humbled to have received both of these special recognitions and would like to thank Automotive News and PCG Companies for their continued efforts in education within the dealership community,” said Tim James, COO of Flick Fusion.

A statement posted on the AWA website summarizes why Smart Flicks was honored with the award:

“As the PCG team researched the newest edition of the Smart Flicks platform, it became apparent that multiple tweaks, customizations, and new apps have been added through the years to make a stronger product. Dealers using Smart Flicks have had direct input to help identify product improvements. Flick Fusion has responded with new iterations, reports, apps, or codes that made Smart Flicks even smarter.

The science and technology of displaying inventory and offers on a dealer’s website is continually changing, along with today’s consumer expectations of their shopping experience. Award recipients in the Website Merchandising category continue to enhance existing products and deliver new solutions to help this area of our industry grow.

We congratulate Flick Fusion for being named a 2018 AWA winner for Website Merchandising and thank them for participating in this year’s review process.”