Video Education

To Script or Not to Script? That Is the Question

When making videos for your dealership, it can be easy to get so caught up in the “What should I say?” that the video never gets made.

Some video marketing experts advise that scripts are the way to go as the person on camera then knows what to say. But that may not be best for everyone.

The person that is making the video, doing the talking and/or the subject of the video, ultimately is representing the dealership. Of course, everyone wants their videos to be professional. But you should also want them to be genuine (sincere) and engaging to the customer. Have you ever seen a video where the person speaks in a monotone or without emotion because they are reading from a script? It’s not very engaging, is it?

To that point, in this blog, I’d like to cover a couple of best practices that can help when executing different types of videos for your dealership that will more effectively engage your customers.

1. Walkaround videos – Whether for general merchandising or personalized emails, it is essential to be knowledgeable about the vehicle. Managers expect that their salespeople know their product. If your salesperson has to read a window sticker to do a walkaround in person, that certainly is not acceptable.

Well, the same holds true for video walkarounds. Customers get excited about vehicles when the salesperson is excited. If a salesperson can knowledgeably explain to a customer while emotionally engaged why a vehicle is excellent and/or why it’s right for the customer, the customer is much more likely to trust and engage with the salesperson. This is especially important when a customer is still in the “Is this vehicle right for me?” stage. If a salesperson can’t correctly show a car without a script, they should not be showing cars period — much less doing walkaround videos.

2. Personal email videos – The whole purpose of a personal email video is to convince a customer who inquired about the vehicle that your dealership cares about them on an individual level and that they should do business with you. Scripted videos can take the personality out of the equation, come off as dry and uninteresting. Ultimately, they could even be counterproductive to the primary goal – getting the customer to like the salesperson or BDC agent.

While it is OK to train employees on what they should say in general, to engage the customer, employees must be able to take those basic talking points and integrate them into the message using their personality. Just as customers can tell whether an email response is a template or an actual communication from a person, customers can also determine if a video response is genuine or just someone reading from a script.

It is definitely okay to write your thoughts down on paper and organize your thoughts to prepare for your personalized video. But when the camera starts rolling, put the script down, make eye contact with the camera, and let your personality shine.

Ensure that your salespeople and BDC agents are knowledgeable enough to make personal videos for customers without having to read a script. They should display who they are and showcase their own individual skills and personality. Customers will be more engaged, the message will come across as genuine and, ultimately, your dealership will see more success.

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.