marketing

Bridge the Gap Between Online and On-the-Lot Sales with Video

By Tim James

Change happens at an ever-escalating pace. Think about how you are currently reading this blog; on your computer or a smartphone that you purchased just a couple of years ago, that is likely already three models outdated. It can be hard to stay on top of these updates and changes and to know when the best time is to catch up.

The same goes for technology and consumer behavior in the auto business. Car shopper behavior has changed in the last decade. When the world of dealer inventory became visible to every person on the planet via online listings, things fundamentally changed. As new “layers” are added, consumers and dealers are naturally attracted to the next shiny object. The things that make life… easier. We’ve moved on from a sales process that was essentially 100% in person at the dealership to a process where the car is delivered to their home. However, when it comes to purchasing a car, most people still prefer to see, touch, and feel a vehicle BEFORE buying it.

Technology is great if used properly, to help (note the word “help”) sell a car. However, ultimately, the customer still needs to develop an emotional connection to your dealership and a certain vehicle. With a zillion Honda Civics for sale, how is YOURS going to make enough of an impression that the potential buyer becomes attached? Add to that the number of dealerships (franchise and independent) and the question becomes ‘how you can make YOURS the one they want to do business with?’ If you can succeed in making both of those connections successfully, you have probably earned yourself at least one sale if not repeat sales, service revenue, referrals, etc.

So exactly how do you connect with an anonymous car buyer looking at your website –when you don’t even know exactly who they are? Through video.

Look, it’s not rocket science. I would say that we are straying too far away from the “basics” and forgetting why we have “steps to the sale” in the first place. Because they work! While a lot of steps to the sale are now online, the ones that absolutely cannot be replaced are developing a relationship (meet/greet, build rapport, etc.) and getting a customer HOT on a car (showing them a vehicle that fits their needs and wants. Doing a walkaround. Getting their butt in the seat and doing a test drive.) THOSE are the things that some dealers are missing in their online presence. Through video, you can do all of the aforementioned things and still maintain the rest of the steps to the sale by using other digital tools. Utilize video/360s to replicate the ability to view a vehicle parked on your lot. Provide new model test drive videos so shoppers can get that exciting feeling of driving a new car they are interested in. Utilize video email and texting in your lead follow-ups so you get that face-to-face connection when answering their questions. The list goes on and on, but the answer to bridging the gap between online sales and on-the-lot sales is video.

Think of it like this: What if you see a customer on your lot and nobody steps out to help them? Say they browse around, look at some cars then leave? Or you see a customer and go and say “hi,” but never land them on a vehicle or get them to do a test drive? We all know the importance of the “on the lot” sales process. How important it is to “sell the dealership”, “sell yourself”, and then “sell the car”. We all know the emotional attachment that takes place during the test drive. We also all know that consumer buying habits have changed as technology has made it easier for them to shop and experience products via the internet in much the same ways as they previously did in person. The science of emotional attachment didn’t change because of technology, it simply moved from requiring “in-person experience” to “online experience”.

The tools are there for you to satisfy the consumer’s quest for information while simultaneously duplicating that emotional connection to the vehicle, salesperson, and your dealership —video!!. No matter how many people want to shop online, you will always need to use tools to make those connections and the best, easiest, most affordable way to accomplish that is through video.

Social Listening with Video

by Tim James

It is a well-known fact that video marketing is the most desired and powerful way to engage customers. There are many ways to use video to engage customers including explainer videos, video walkarounds of vehicles, live interactions, and more. Most of these are either customer-initiated engagements via a submitted form or an inquiry to dealers. A good best practice is to send all leads video introductions. But… what happens if they don’t respond to your video introduction? If you aren’t working with a technology provider that allows you to have real-time alerts when someone views your delivered videos, then you won’t know if or when the consumer opened it, and you won’t know when the best time to follow up with each individual is.

A friend of mine had an interesting experience recently that truly shows the power of video. They had purchased a Buick from a dealer that was one hundred miles away. The salesperson delivered the car to his house, it was after dark when it arrived and the salesperson did a poor job of explaining the features. Six months go by and the weather starts to get colder. The friend decided to tweet that he had just discovered (by accident) that the Buick had a heated steering wheel and he was excited! A local dealership replied to his tweet with a message along the lines of, “Isn’t that cool! Here is a video walkaround explaining all of the features you may not know your Buick has.” Even though he didn’t buy the car from them, eventually it will need to be serviced. Out of all of the competing dealerships that he COULD take his vehicle to for service, which one do you think will be top-of-mind? Now fast forward a few years when it is time to purchase another Buick. Who do you think my friend “likes” and “trusts” more, the Buick dealership 100 miles away, or the local dealership that went out of its way to assist him, even though he didn’t purchase from them?

According to this article, 96 percent of consumers have watched explainer videos with 7 out of 10 stating that the explainer video convinced them to buy that product or service.

How do you think this one dealership, out of the many in the United States, found this local person asking a question (or discovering a new feature in this case) and knew he was someone with whom they should interact? Everyone can access social platforms regardless of geography. All platforms use hashtags (in this case #Buick) to read and listen to conversations about those topics. Some can also filter hashtag conversations geographically. In this specific example, going above and beyond and simply replying to my friend’s posting with a video earned this dealership brownie points, and awareness and started a conversation that can lead to brand loyalty.

Imagine using the same hashtag and discovering a post on social media about a horrible experience a customer had at your competition? You could then respond with a personalized video to them, sympathizing with them about the experience and inviting them to your dealership, informing them that they will not have a repeat of that experience with you – that you will take care of them.

Video introductions result in increased response rates and additional engagement, and you start building a relationship between the salesperson and the customer that a text-only email cannot accomplish.

Being “aggressive” isn’t bad if you do it right – with the intent to “help” and not “sell.” The conversation should start around questions asked and include solutions to their problems. Not “buy from me,” but rather explainer videos that you’ve already made that can then be personalized for that person. Listening, caring, and helping are great. Combine that with video and you’ll hit a grand slam.

Posting videos on social media is a great way to have fun and get attention. But posting videos with a purpose will make you money.

How to Use Video to Increase your Service Revenue

by Tim James

Have you ever been frustrated because a customer turned down a service recommendation? Perhaps they hand you the excuse that they need to consult with a spouse, friend, or family member before they accept. The problem is most consumers are pre-conditioned to say “no” to the additional service recommendations. They all know the additional service recommendation is coming, and have already prepared themselves to say no, without knowing the additional services you plan to recommend. But how do you convince that customer who lacks trust that the additional services are truly needed?

VIDEO!

Most consumers say “no” to the additional service because they don’t fully understand what the service is, or why it is necessary. They think you are trying to sell them something they don’t need. It is much easier for people to believe something when they can see it. And while sending photos is better than just sending words on a screen, a video personalized for a customer which explains the service and why their vehicle needs it is a much more powerful tool to add to your service department. A technician (or service advisor) who takes the time to show a customer what needs to be fixed on their vehicle via video – whether it is recorded or streamed live – will make your service department more transparent, create trust, increase CSI, and upsells. And, if hosted on the right platform, can capture invaluable data to make your service marketing more effective.

These types of explanation videos are already incredibly valuable. BUT they become even more valuable when you can get data from them. With the right platform hosting your videos, you can get data on who is watching your videos, whether it is a personalized video for a current customer or a general video on your website. And with real-time alerts, you’ll know exactly when someone watches your video so you can ensure that you are getting the right message to them at the right time… when they are the most interested. Hosting your website/marketing videos on YouTube just cannot provide this level of insight or data.

Humanizing your dealership in the eyes of your customer is also important. Video builds personal engagement with your dealership as well as the service advisor or technician that made and sent the video. And the best part? Your service advisors and technicians can do it. using their very own smartphone.

Create a process for recording the multi-point inspection so it can reinforce what you tell the customer. “Hey, Mr./Ms. Customer, we’ve completed your multi-point inspection and found a couple of things we think you should address to keep your vehicle healthy and have a longer life. Let me show you what those are and explain why they should be fixed.”

If you let the customer leave when they decline a service recommendation, they will forget what you told them, and you will have to remember to remind them over and over again(assuming they return). Or perhaps they just go to another dealership that is already using the technology and strategies we are discussing, who wins their trust a little better.

According to statistics, service acceptance rates increase by 25-35% when customers receive their MPIs via video. And Dollars per RO increase by 35-60% with a 25-35% increase in CSI! Is that worth the effort to integrate video into your service department’s process? If you don’t think so, I’ll come out and do it and you can give me the increase in revenue! That’s how confident I am in the results video will bring to your dealership’s service department.

A lot of technology out there promises more revenue. The bottom line is that video is the most preferred method of content in EVERY area of a consumer’s life. From entertainment to shopping to sales and yes, even servicing a car (plus more). I am not sure a more powerful medium exists to engage a customer and create an emotional impact to sell… well… anything.

Four Videos That Build Customer Trust

At a dealership, it’s important to establish customer trust on two different levels; trust in your dealership brand and trust in your individual employees, because they are the front-line representation of your brand.

Videos are an ideal medium for building that trust. Videos bring your dealership brand and your employees to life, making it easy to convey your values, expertise, and professionalism.

To build customer trust, create four types of videos and post them on your website, social media platforms, and use them in your email marketing.

Inventory and Walkaround Videos

Credibility builds trust, and the key to being credible as a salesperson is product knowledge.

Most Vehicle Display Pages (VDPs) I see on dealer websites are pretty standard. They include photos and a basic description. They’re great for displaying your products, but they do little to display your product knowledge.

Take your inventory videos up a notch by creating walkaround videos with personalized voiceovers. Use these voiceovers as an opportunity to display your product knowledge.

Most salespeople have a good sense of what car shoppers like about a particular make or model. Don’t just explain what features a vehicle has; explain why those features are so important.

Value Proposition Video

Value proposition videos help to build trust because they share your dealership’s story without trying to sell the customer. I recommend creating several value proposition videos, including:

Sales: how you treat your customers, the experience they can expect
Service: expertise matters, the importance of vehicle care
Your dealership’s story and history
Highlight your community involvement
Dealership mission statement and core values

The reason why you should make more than one is because each video should be approximately one to three minutes in length and you want a chance to go in-depth with each one.

Staff Introduction Videos

Think about the managers and sales team in your dealership. You hired them for a reason. Most dealership employees I meet are likeable, professional, and well spoken. Videos can make all these qualities shine, much more so that a static photo and description.

Take the time to create staff introduction videos for your sales and service teams, including managers. Have your employees follow this format:

Introduce themselves with their name and position
Give a 30-second summary of their career experience
List credentials or certifications (especially service techs), and any awards they have won
Explain why they’re passionate about what they do and/or working at your dealership
Share a personal anecdote; this could be a favorite sports team or hobby or a statement about how important their family is to them

These videos don’t have to be perfect; in fact, imperfection can be endearing. However, your employees must appear professional and energetic, so schedule the video shoots accordingly. The ideal time may be in the morning right after a cup of coffee.

Customer Testimonials

Nothing builds credibility like having someone else sing your praises. You can never have too many customer testimonials, so build “the ask” into your sales and service processes.

Whenever you make a sale or complete a service appointment, ask your customers if they’re willing to give a quick testimonial—assuming they had a positive experience, of course. Have your camera equipment set up and ready to go.

To make it as easy as possible for your customers, ask specific questions such as “Would you recommend us to your friends and why?” and “What did you like most about your experience today?”

Not everyone will want to go on camera, but you’d be surprised how many customers will do it if they are asked.

Building customer trust is essential to creating loyal customers and repeat customers, so it’s worth a little extra effort. Try using these four types of videos to build instant trust and credibility with your sales and service prospects.

Home is Where the Money Is

By Tim James

As we head into 2022, a dramatic shift has occurred in online consumer shopping behavior, according to an article in Forbes. While online shopping was growing, COVID hit, forcing an increasing number of consumers to do their shopping online. Shoppers started buying more than books, but necessities such as groceries, household goods (remember the toilet paper shortage), pet supplies, and more.

Due to the pandemic, for most everything a consumer needed, they looked online – and businesses had to adapt. Even big-time movie production companies changed strategies to online content. As consumers were so worried about being around others and as restrictions were in place, Warner Bros. teamed up with HBO to deliver first-run movies on HBOMaxx the same day as the official theatre release.

Another example is real estate. The most expensive purchase most consumers make in their lifetime. Due to Covid, people didn’t feel comfortable visiting multiple properties in person — so what happened? Real Estate Agents adopted video walkthroughs, drone footage, and more!

Let’s now talk about the second most expensive purchase that consumers make in their lives — vehicles. Videos are extremely valuable in the car-buying process. What do industry disrupters that operate completely online do? They use video to make the emotional attachment that is missing when a consumer can’t visit their lot! Through an aggregate of data on our platform, we’ve seen a huge spike in video usage by dealerships as well as a marked increase in consumer consumption. It’s convenient. It can be done remotely. It inspires significantly more emotion than photos alone, and consumers don’t have to visit multiple dealerships to buy a vehicle.

To create a great video experience that builds emotion in your shoppers it is important to include personalized videos to the customer as part of your video strategy. These can include “Why Buy from Us”, “Why Buy from Me”, or service-related videos. Selling yourself and your dealership along with your vehicle in your video presentations can build a solid trust relationship just as it does when the consumer is on your lot. People buy from people they like and a majority of all online auto shoppers are looking for a salesperson and a dealership they can trust – just as much as a vehicle to purchase. Use your vehicle video presentations as an opportunity to build that personal relationship as well.

Next, focus on the data. Having the data necessary to continue interaction with a customer is imperative. The data you get from your online videos can continue engagement while informing your dealership that a customer is interested. Think about when an email is sent by a salesperson or BDC agent. Most are never responded to and in many dealerships, it is almost impossible to know if the customer has read those emails or not. If your dealership is using video in an attempt to engage customers and hosting them on sites that don’t provide individual viewer data, such as YouTube, the same result occurs. You’re shooting in the dark and don’t know if you’re hitting the target.

Consumers are getting more comfortable shopping from home, online. Escrow services are even paying notaries to travel to a customer’s house to get the paperwork signed to finalize the sale. Many dealerships are also offering this type of service. There are several ways to “complete” a sale nowadays, especially with the new digital retailing technologies now available.

That being said, no house can be sold, no car can be sold, nor any other high-ticket item, without the consumer being confident in their choice. They also need an emotional attachment to their planned purchase. Even comparatively low-priced items on Amazon have video descriptions and/or reviews and information about the product.

In 2022, resolve to incorporate more video into your marketing strategy and ensure you are hosting on a platform that provides actionable data from those videos. Then you can create a game plan not just for the dealership, but for each prospective buyer.

To your success in 2022 and beyond!

Don’t Let “Writer’s Block” Stop Your Video Marketing Efforts

by Tim James

Most dealerships understand the importance of effective marketing. Heck, you’ve been doing it for years. Every medium, every day and go big on Friday! As online content has grown, so has consumer preference for video. In fact, according to an article on Search Engine Journal, 78% of companies that use video in their marketing strategies said it helped increase sales; 83% stated that it increased consumers’ time on their website, and 86% saw it increase overall website traffic.

Most dealerships know they should create video content to effectively market their dealership, sales team, and inventory. Those dealerships who have experimented with different types of video content rave about the impact that it has on their sales. But even those dealerships often stop creating new video content even though they have experienced the positive impact firsthand.

So, what’s the problem then? Why isn’t every dealership using video?

A recent article on Inc.com has a phrase that I love – Perfection Paralysis. Essentially, it shares how many marketers are so worried about making video content perfect that they end up not making any at all. Striving for perfection is great. However, major league baseball players, NFL stars, and musicians don’t become great overnight. Do you know what they do? They go out and do it! Whatever “it” is. They don’t expect it to be perfect. But what they do know is that the more they practice, the better they get.

If your dealership isn’t utilizing video, a great place to start is with automated inventory videos and 360 spins. These videos and 360s are fast and easy to create, as they utilize your existing inventory feed and then are automatically pushed to your website and online marketing partners. From there, you can continue to build on your video marketing strategy to add in full motion inventory videos and 360s, new model test drive videos, live video streaming, monthly promotional videos, lead follow-up video communications, etc.

You’re never going to improve unless you start. And you can’t expect to go from crawling to running a 5K overnight. Your customers aren’t going to expect your videos to be commercial grade by a professional videographer. I would even argue that, if they did look like they are professional quality, customers may doubt your sincerity.

Many salespeople have made an excellent career for themselves by utilizing video with their customers. They didn’t start as professional videographers and many of them still aren’t. What they did do, however, is recognize video’s potential and, most importantly… STARTED.

Don’t let writer’s (or in this case) video block stop you from actually creating video content. As you start to use it, you will see how customers react to the effort you made to create a video just for them! You will see how much easier it is to engage them when they get a video response instead of a text template email. And the most important part, you will sell more cars!

The Future of Video Marketing

By Tim James

The majority of consumers prefer video content which is why social media and streaming services thrive (and prefer) this form of media.

I remember when it was revolutionary for an inventory syndication company to take still photos and convert them into stitched photos videos

Then we evolved to video walkarounds where an actual video of the vehicle is used (rather than still pictures put together) which increases engagement because the consumer can see the vehicle almost as if they are on the lot This also enables the dealership to produce their own custom voice-overs whereby a salesperson describes the features and benefits just as they would if they were doing it in real-life.

And then we moved on to taking personalized videos of vehicles for a specific customer, answering their questions then emailing the video to them. Take it up a notch and we are now able to use individual shopper data to change the viewing experience for each individual shopper based on their viewing habits and report each viewing experience back to your CRM in real-time.

Then we graduated to real-time Livestream video to communicate with customers on mobile devices, whether that be for purchasing questions or simply to let the customer guide the salesperson while doing a virtual walkaround (or virtual test-drive) to show them what they want to see. Imagine a salesperson being able to communicate with a customer just as if the salesperson were standing in the room with them!.

Now we get into the Star Trek zone…

The Cirque de Soleil show, Michael Jackson One, in Las Vegas, has an awe-inspiring feature — Michael Jackson himself appears as a hologram. And the recent Digital Dealer Conference featured an ENTIRE CONCERT with a hologram of Whitney Houston. Let me tell you, it looks like these departed celebrities are really there. They’re dancing next to real-life dancers and singing their songs. It is certainly very engaging.

The point is that video – as well as technology in general – continues to evolve. The technology to bring people in various locations together so they can engage with each other in meaningful ways will only continue to progress. What is the thread that drives all of this? It’s video. And that is how important it is for engaging others.

What’s the next step? Perhaps we’ll be able to just transport a salesperson and a vehicle into the customer’s living room (with their permission, of course.) Now, beam me up, Scotty!

Interactive Video: The Power of Story

by Tim James

Video has taken over as the preferred form of content for consumers. According to an infographic on The Drum, in 2017 only 63% of businesses used videos in their marketing. Fast forward to 2021 and that statistic has exploded to 86%. In addition, 85% of consumers stated that they would like to see even more video content from businesses. But forget about these statistics for a moment and just think about yourself and your habits. Would you prefer to read a bunch of words about a product you are researching, or watch an informative video on it?

In my past blogs I have shared various ways you can use video to engage your customers — but here is another idea:

Most dealerships hold new car-owner clinics designed to welcome shoppers who just purchased a new car to the dealership’s family, introduce them to service, and answer any questions they may have after owning their vehicle. These clinics handle a variety of things from how to set the seat memory function, to how to pair their iPhone with the vehicle’s entertainment system. The clinics are designed to invest the customer in your dealership while encouraging them to continue to do business with you as well as refer their friends and family.

If run well, the clinics show the customer that you care and that they are important to your dealership. This sort of service builds tremendous trust with your dealership’s new customers. The problem is, especially now with Covid, many new car owners don’t show up. Whether that’s because of a scheduling issue, or a feeling that it is not important, varies from customer to customer. What if you could offer a similar experience to your customers through video? It’s quite simple!

Think of an interactive video similar to a choose-your-own adventure-type experience. Do you remember those books? You read a page and then, at the end of the page, decide what you want to do next. How about creating a similar experience for your customers, but with video? As vehicles become increasingly more sophisticated and technology-infused, these questions will become more frequent, and your customers will go online to find the answers to their questions rather than come to you. Why don’t YOU become their go-to resource?

Start with what you want them to see and learn, along with the people you want them to meet, and make videos of those things. Typically, at these events, salespeople answer the customer’s vehicle-specific questions such as how the memory seats work, or how rain-sending wipers are set up.

Then, you need to put these videos where your customers will see them. The best way to get these videos seen is to use video email/text to follow up with your new customers. First, create a video introducing how your process works. Put this video on a landing page that includes videos covering the car-specific topics that you think the customer should see, whether it is features of their vehicle’s infotainment system or unique settings on their seat adjustments. This allows customers to guide themselves through your educational process at their own pace, using the power of video to retain more information and come back to watch whenever they need to.

Finally, offer each consumer the opportunity to Live Stream with you on the fly. I know that we all have become familiar with many live streaming services like ZOOM or Facetime. The problem is that not all live streaming services work on all devices (Apple, Android, Desktop, Mobile, etc.) and scheduling set times to live stream often leads to consumers ditching because something came up at that time. Utilize the new “one-click” live streaming technology that places a “Video Call” button on your landing pages (or any designated page) that the consumer can engage anytime at their convenience. This button will call into your dealership’s system and ring any designated team member who is online at that time. When the call is answered by a dealership employee, the consumer and employee are instantly placed in a live streaming call, and it all happens at the consumer’s convenience. Now your employee can walk through the various features with the consumer, just as if they were at a live event.

Interactive, personalized video engages your customers. It also makes you their go-to resource, helps the customer gain more familiarity with your dealership and staff, and starts the process of building brand loyalty which, hopefully, culminates with a brand advocate. And there is no better, or more profitable, customer than that!

Taking Moment Marketing to a Whole New Level

By Tim James

In a past blog, I talked about how dealers can capitalize upon customer moments in their video marketing strategies. This is an excellent tool for utilizing sales and service customers to acquire new ones without spending hundreds of dollars. A recent article I read by MarTech suggests taking this “Moment Marketing” strategy to the next level. Mainly, utilizing current topics and trends to create marketing that consumers care about on a larger scale, going beyond just the dealership’s internal assets.

I am sure you have seen some examples. Do you remember when the power went out during the 2013 Super Bowl? All sorts of companies capitalized on that including Walgreens, Oreo, Tide, and even Audi taking a shot at Mercedes… and they all went viral.

I realize that your dealership probably does not have the resources to accomplish that level of marketing. However, you may be surprised to learn that many of you are probably already doing it on some level. Think about how most dealerships’ marketing changed during the pandemic to showing how hygienic, clean, and safe their dealerships (that could be open) were. Or how they instituted pickup and delivery services for both service and sales during the pandemic.

Currently, the auto industry is experiencing turmoil in vehicle acquisition and pricing, with some consumers paying MSRP for used vehicles. These acquisition pricing challenges at auction have shifted the marketing focus towards enticing consumers to trade in or sell their cars to the dealer. In addition, dealers are aggressively targeting the end of lease customer 12-18 months before their lease end date rather than the 3-month norm. There are also many consumer-oriented sites advising customers that now is the time to get rid of that vehicle because they can get an extremely attractive trade-in value.

To take a larger view of Moment Marketing, and to produce the most ROI from this marketing, it helps to additionally be aware of what’s going on in your communities, PMA, and the world. Besides using video to focus on how great your dealership is through customer testimonials; consider utilizing video to show how your dealership understands and cares about the exact things your customers do. It’s not a hard concept because every dealer, dealership employee, or even your vendor partners care about a lot of the same things that are going on. Whether that’s unusual or funny things that happened (like the lights going out at the Super Bowl through social media posts); or more emotional things such as the Budweiser Clydesdales kneeling to remember September 11 ten years after the fact, these are things that endear people to your brand by touching their hearts and creating an emotional connection.

There is no way for me to know what’s going on that is important to your local community. Every dealership is going to have its own “moments.” I can tell you, however, that the majority of us know what’s going on in the United States. By being sensitive, identifying what matters to YOU and your customers, and using that information to create sensitive, emotional, funny creative video (depending on the situation, of course,) your videos can transcend the normal “buy a car” type videos.

Create videos that connect your dealership with consumers, build brand awareness and advocate and increase engagement with your content. This will endear your customers and potential customers to you and, when they’re ready, they will choose you over your competition.

Live Video Calling: Carvana’s Kryptonite

Video marketing has been a growing focus in nearly every industry for over a decade. But during the past year-and-a-half, due to a majority of business moving to virtual, video use at dealerships has exploded. While covid-related restrictions have started to ease in recent months, video has taken root and continued to be an essential tool to help sell more cars. This is because not all consumers are ready to venture out, or they recognize the convenience of an online car buying experience.

At the same time, the used car market is exploding, forcing dealers to increase prices on their lots, with few new vehicles to sell because of chip and parts shortages.

As Carvana and other disrupters are making a play to capture even more market share by running anti-dealership campaigns while willing to lose money buying vehicles high and selling them low, consumers are gravitating towards them.

There is a way, however, to overcome the marketing tactics that these online retailers are pushing so heavily: live video calling. The ability to follow up with your leads with a live video call humanizes your dealership. It gives a face and personality to your sales staff that builds the valuable trust relationship that these companies are trying so hard to break.

While vehicle description pages exist, there is no emotion for a consumer to connect with when they look at text on a screen. Your shoppers will almost assuredly seek more information, while also trying to decide if your dealership is a place that they want to do business with. Through live video calling, your salespeople can connect with their customers, show them the vehicle live and answer any of their questions in real-time.

It does not matter if the live video call is one-sided (where the consumer sees you, but you can’t see them) or two-sided (like a Facebook Live video call). You can build rapport with a customer through a live call, show them the vehicle they expressed interest in and reassure them that YOUR DEALERSHIP will be there for them for whatever they need during the car buying cycle.

As the market continues to lean more and more to the digital side, both dealerships and these industry disruptors will continue getting online leads. The good news is your dealership can still have an advantage over these online companies. Through live video calling, you can prove that you are a business that can still be trusted… much more than any multi-story “car vending machine” can.