customers

[VIDEO] Google’s 5 Auto Shopping Moments – Part 2: Is It Right For Me

In this series of video blogs, Flick Fusion COO Tim James shares Google’s 5 auto shopping moments that every dealership should know and how to take advantage of those moments to lead customers to your dealership.

If a Picture Is Worth 1,000 Words, How Many Is a Video Worth?

If you haven’t drunk the video marketing Kool-Aid yet. Or, perhaps are overwhelmed by the thought of creating and distributing videos, it’s time to consider the advantages of having a video marketing strategy.

There was a time in my career when dealers used to complain about having to take multiple PICTURES of a vehicle. Now, however, most dealers include as many as 40 or more for each vehicle. Why? Because buying a vehicle is an emotional purchase and your online merchandising must transfer information while inspiring emotion. By providing more photos (and a good vehicle description) dealers give shoppers more information and help to facilitate them in becoming emotionally attached to a vehicle.

Once dealers understood that with multiple pictures customers would be more interested and they’d receive more inquiries, that’s all that mattered. And then along came video….

Look, technology is rapidly advancing and consumers are advancing with it. If video marketing didn’t benefit you in the only way that matters — which is to help you sell more cars — I’d be the first to tell you not to worry about it. But, the facts are the facts.

An excellent article published on Business2Community shared a wealth of statistics on the benefits of video marketing for businesses in general. While all of them are impressive, here are some highlights from the article that I thought applied specifically to an automobile dealer:

  1. Including video in an email leads to a 200-300 percent increase in click-through rate.
  2. 90 percent of people say that a video is helpful in the decision making process.
  3. Including a video on a landing page increases conversion by 80 percent, while including one on your homepage can increase conversion by 20 percent.
  4. Video ads increase purchase intent by 97 percent and brand association by 139 percent.
  5. An introductory email that includes a video receives an increase click-through rate of 96 percent.
  6. Video increases organic traffic from search engines by 157 percent.

Think about these statistics. The highest converting (as in sold) leads come from your dealership’s website. Why then, would it not be prudent to increase conversions on your home page by 20 percent? Or how about an 80 percent conversion increase on a landing page (like a VDP)? How many leads are you getting per month from your website and inventory? You do the math. These leads are gold waiting to be mined.

And what about your salespeople sending follow up e-mails to customers? Or replying to leads for the first time which get no response at all? Don’t you think that increasing click-through rates by 97 percent by having the customer watch an introductory video tailored specifically for them would increase engagement?

Give your sales staff (or BDC) an edge with video. The stats are there to prove that you’ll interact with more people. Think of it this way. If you had a lot full of customers, but your salespeople weren’t allowed to interact with them until the customer interacted first, you’d probably sell less cars. Of course, you wouldn’t allow that to happen! But that’s what’s happening with all of those people on your virtual lot!

People can be lazy. Most people would rather watch the movie than read the book. Why? Because it’s easier. We enjoy it more. The same applies to your marketing and follow-up efforts.

Want to increase views, conversions and engagement? Send your customers a video. You’ll see how powerful video content is.

And, before I forget, I’d be neglectful if I didn’t answer the question I posed in the title of this blog. According to Forrester Research, one second of video filmed at 30 frames per second (which means that it has 30 pictures per second) is the equivalent of 10,000 words. This means that a 60-second video is worth 1.8 million when it comes to the amount of information that you can deliver with a video, versus static photos. However, you can’t even begin to measure the increased emotional impact that a video will have versus the static photos…and emotion sells.

Want to make an impression on your customer? Seems as if video says – and produces – more than a picture by far. Take advantage of video marketing. The results will speak for themselves.

To Sell More Cars, You Need to Get Personal

The chances are pretty good that any email lead YOU receive is also sent to competing dealerships. That means the car shopper will get emails and phone calls from other salespeople looking to sell that customer a car. Unless the lead is on a unique used vehicle, your competitors have the same new vehicles in their inventory.

Therefore, reaching that customer quickly and effectively, while at the same time standing out from your competition, is vital in winning that customer’s business. The easiest way to do that is to build a personal relationship quickly – something every successful salesperson learns. While that may be easy in person, it becomes more of a challenge when the customer’s email inbox is barraged by auto-responders and other generic emails.

So, how do you stand out?

Well, personal video email responses are a very effective way to separate yourself and transform your email from just plain old text into a more dynamic, eye-catching and personal introduction.

Something you did on your VDP got their attention, whether that was on your website or a third-party listing site (hint: If you have video included in your listings, you’ll attract more customers). If that customer were in front of you and inquired about a vehicle, you would proceed to sell the dealership, then sell yourself, and then sell the vehicle. You would work to build a trusting relationship with the customer from the beginning. But, how do you sell your vehicle to a customer that’s not present?

The same, exact way!

The great thing about selling cars today is all of the technology that is now available to assist salespeople in facilitating a better online buying experience for the customer. Because of the Internet, customers are visiting less dealerships than ever – it’s now down to just about one dealership visited before the customer purchases, because now the customer can browse inventory in their pajamas at home.

Today, when you receive an Internet lead, video enables you to literally walk the customer around the vehicle explaining its features and benefits in a personalized way .This video can then be delivered to the customer on a landing page that contains your Value Proposition (Why Buy); and testimonial videos to sell the dealership; as well as your own introduction video to simultaneously sell yourself – all while you are selling the vehicle — just as if they were on your lot.

Dealerships that do take the time to shoot personalized walkaround videos for Internet leads see a 20-40% increase in re-engagement, lead to appointment and lead to show rates. Car shoppers love them. They show a customer, whom you have not yet met in person, that you care about earning their business and will make the effort to get them the information they requested over and above the standard “when can you come in” message that exists in most first responses.  Combining personalized walkaround videos with the value proposition, testimonial, and your personal introduction video, will then multiply the emotional impact of your communication and significantly enhance the “trust relationship” that you so greatly covet.

Being forthcoming, providing information and doing so in a personalized way with the use of video, allows you to “sell” the vehicle, build rapport and make the customer feel more at ease and amenable to coming into the dealership.

The customer will still want to inspect, touch, feel and drive the car and they can only do that in person at your dealership. Video, however, can whet their appetite and grab their interest and attention in ways that pictures can’t.

It may sound like a lot of work. Perhaps you are thinking you don’t have the right equipment. But hold on a minute – the fact is that you can use your existing inventory videos and personalize the audio — all from the comforts of your office and without even having to walk out to the vehicle each time you need to shoot a personalized walkaround. You’ll quickly find out that the few minutes it takes you to personalize the audio of your existing video will pay dividends in increased sales and bigger paychecks.

You don’t have to be content with closing rates on Internet leads hovering in the 8-10 percent range. Maximize each and every opportunity you receive, blow your customers away with your responses, and put your competition out of the race by sending Internet leads personalized emails that use the power of video to sell your dealership, sell yourself, and truly sell the vehicle– then sit back and sell cars.

Forget MORE Leads. Focus On More QUALITY Leads.

by Tim James

In the world of automotive retail, dealerships are always searching for ways to increase leads. Whether they choose to pursue that goal through third-party lead providers, increase page rankings through better SEO, or various other ways, if there is a customer in their market who wants to buy a car, dealers want an opportunity to earn their business.

When a shopper shows up to the lot, the sales team is trained to engage the shopper and ultimately get the shopper emotionally attached to a vehicle, even if it is not the exact vehicle the shopper was initially inquiring about. In other words, your goal is to make the shopper want a vehicle the dealership has in stock, regardless of which vehicle the customer came in asking about. This is accomplished with the walk around.

This sales technique doesn’t have to be limited to physical customers at your dealership. Online, a good video will accomplish this same emotional process. A video is the best way to engage a consumer on your VDP Pages and showcase your vehicle. This highly visual medium allows you to deliver the most information while also selling your dealership and the vehicle at the same time.

Getting the consumer emotionally attached to the vehicle and MAKING them want a vehicle you have versus simply HOPING they will want a vehicle you have is how you produce the MOST & BEST leads you can get. They are more likely to re-engage after their initial communication (answer your phone call or respond to your email); more likely to set an appointment; more likely to show for that appointment and they are more likely to purchase.

This whole process is less about the information you have available on your site and more about how you deliver the information.  You could have tons of information and all kinds of pictures, but today’s consumer wants their content delivered via video…which is a “win/win” because with a video you can deliver the information and “sell” the vehicle at the same time.

Make good use of video and ensure that you have full and complete vehicle descriptions. You end up with more quality leads which should translate into increased responses and more productive engagement (less haggling over price), leading to the ultimate goal of increased sales.

Building Rapport Before the Lead Is the Way to Win the Sale

By Tim James

In my last blog article, I discussed the importance of building rapport with leads through the use of “Why Buy From Me” and “Lead Response” videos personalized for each customer. Now I would like to take this one step further — Building rapport should in fact start much earlier than simply upon the receipt of a lead.

Think about the first contact a customer has with your dealership. Chances are good that they either went to your website, or found a vehicle that matched their interest on a third party site. At this point, detailed descriptions, images and video walkarounds can certainly make your vehicle stand out from the others. But how about further increasing the probability that the customer chooses to deal with you over any competition? How about building trust and rapport at this first entry point instead of waiting for them to put in their personal information and enter your CRM as a lead?

Just as you can integrate video walkarounds of the vehicle on VDP pages, you can also integrate your “Why Buy From Us” or “Why Buy From Me” videos into your vehicle display pages, as well as your most visited page on your website – your homepage. Sell The Dealership, Sell Yourself, Sell The Car…This simple rule can have a significant impact on the number of shoppers who see your online advertisements and ultimately trust you enough to reach out to you and inquire about a vehicle. And a HUGE impact on your sales once the customer arrives on your lot.

These actions help to build rapport and establish trust prior to receiving a lead, making the process of contacting the customer and engaging them that much easier when you do receive a lead. The fact is that you can build so much likeability and trust with a shopper that they decide that “you” are the dealership or sales person that they want to do business with, even before they have landed on a specific vehicle. You will even have shoppers who call you, email you, or even just show up at your dealership, without having settled on an exact vehicle, simply because they like and trust your dealership, or one of your salespeople. They thus reach out to you to help them find the right vehicle. Combine the above actions with walkaround videos and personalized video e-mails and you’ll find it much easier to win over a customer, leaving your competition in the dust.

Start creating rapport at the first touch-point, otherwise you could find yourself competing with four other dealers for the potential customer’s attention. A successful sales career is all about building relationships. The earlier in the car buying process that you can accomplish this, the easier it will be to engage a customer, more customers will show up for test drives, and you will haggle significantly less over price. You will get more sales and higher gross, because you are the good guys and the shopper wants to do business with YOU!