by Tim James
Part of the vehicle sales process is to learn the customer’s needs and wants. You probably encounter a large number of consumers who don’t know exactly what they want (or need). In fact, it isn’t unusual for an online lead to provide no additional information other than the vehicle they are interested in. Reaching the consumer to learn more about them and their wants/needs can also be difficult. They might respond to you simply asking for a price, and that could be the only information you have when trying to move forward with the sale and relationship-building process. This conundrum makes it more difficult than ever to sell cars, but luckily video is the solution to this issue.
Recently, a dealer asked a question in a Facebook group that was amazingly simple: “What’s the most important thing for you in a car?” As you can imagine, the answers were all over the place. One of the funniest I saw was “an engine,” but many people answered with more interesting responses. The reason they were interesting is that, as a salesperson, you don’t know what a customer wants unless they tell you… and many times they won’t. So how do you sell a car to a customer if you don’t know their needs and wants, and they won’t tell you?
Video walkarounds and video communication. That’s how.
While a growing number of dealerships utilize video in their lead follow up process, many dealerships still respond to inquiries with a simple “give me a call” or “we’ll be in touch soon,” without answering any questions or trying to connect with the consumer on a personal level at all. This approach simply isn’t enough to make your dealership stand out against the lot on the other side of town. Shoppers look for transparency and someone they can trust when going through the big commitment of buying a new car – and you need to show that your sales team and dealership are trustworthy. Dealerships that utilize video communication in their lead follow-up process not only stand out, but they build those valuable trust relationships that keep shoppers coming back and sharing their experience with anyone they know that may need a car. In other words, you go from just another dealership to a trusted source for your shoppers — simply by getting face-to-face with them over a video call and answering any questions they may have.
But… without a great video experience, one that includes video walkarounds, some dealerships might not get much of a response from their shoppers at all regarding their inventory.
By using video to display your inventory, you’re able to make an emotional impact on every shopper and get across all the vital information your shoppers care about the most. When you have a video for every car in your inventory, you get the benefit of humanizing your inventory and your dealership, while giving the customer anything they might want to know in the fastest way possible.
Although photos and vehicle descriptions are extremely important merchandising tools, emotion is what sells. There is no better way to transfer the information the consumer is looking for, while inspiring the emotions that will get the consumer attached to a vehicle, than a good video of the vehicle. With this method, you have a much better chance of selling the vehicle or getting a response from the customer about what works or doesn’t work regarding a specific vehicle. Because of your virtual showroom, once a customer is interested, you know what their needs are and can begin building a closer relationship with them via video communication. Win-win!
Video walkarounds and video communication enable you to better engage the customer, build rapport by selling the vehicle, yourself, and the dealership, and become more of a consultant to them than a salesperson. Don’t simply throw photos of your inventory on your site. Instead, combine video inventory and video communication in your strategy to stand out from the rest.
Think of your presentation like your virtual car lot. Take the customer on a tour of the vehicle via a video walkaround, or personalized video that includes all the selling points you would present if they were there in person – Safety, Comfort, Fuel Economy, Performance, etc.
An equally important note is to, no matter the form of video, use it to also sell yourself and the dealership at the same time you are selling the car. The most important sell is “you.” Introduce yourself and your dealership and let the consumer know that you are trying to learn more about their wants/needs and that YOU will work hard for them and provide them with THE best experience — so no need to shop anywhere else.
Utilizing video in this way, having a video strategy for every stage of the buying cycle, allows you to find out what your shoppers want while establishing yourself as a trusted resource.