stream

Seeing is Believing!

By Tim James

Some dealers miss opportunities to gain acceptance of service recommendations or upsells simply because consumers do not know why they are needed or important. Many advisors share the “canned” description. However, if the customer is not right in front of you it can be hard for them to understand what you are going on about and so they decline the recommendations.

Well, there is an easy solution to better communicate with your customers so they can see why the recommendations are necessary. That solution is video.

Since COVID-19 arrived on the scene video communications have dramatically increased as a way to engage with customers. Think about how norms have changed. A majority of employees are still working at home using video platforms to communicate with colleagues, such as Zoom. And, in those states where the only way to sell a car is remotely, video is a great tool to help build that relationship and sell the car. Video has become a necessary item in any dealership’s arsenal for both sales and service.

When it comes to service recommendations, using either recorded or live video, you can easily show the customer the issue and clearly describe it to them. The customer can then see what the problem is and better understand why it needs to be repaired. Also, they will feel more confident about accepting those repairs and approve the recommendations. Recommended service acceptance rates can increase by as much as three times from an average of 20% to 40% and sometimes even as high as 60%. Recorded or live video recommendations can also help prevent your customers from shopping the competition and ending up at an independent shop.

Use video technology to communicate with customers – whether that be now during the pandemic or afterward once it passes. You will see an uptick in service recommendations as well as increased customer loyalty and improved CSI scores.

Nobody knows how long we, as a nation, will be home-bound. Some people say it will be months, some are saying years.

No matter how long it is, the results of video are timeless and well-proven. Communicating with your customers via video can help you weather this storm and help boost profitability.

Why Face-to-Face Conversations are More Important than Ever

By Timmy James

 

By nature, humans are social creatures. Need more proof? One of the worst punishments our legal system has come up with is solitary confinement. Not only is this dreaded by inmates, but it can also affect their mental health. Whether an introvert or an extrovert, we all crave personal interaction.

Like many of you, I am currently working from home. And, at the end of one day last week I had an impromptu meeting with one of my customers. The meeting started on the phone but, after 15-20 minutes of the call, we decided to switch to a live-stream one-on-one video call. While we continued talking about the business matter, the conversation quickly changed into a personal chat. Just two people who have been working from home for many days now. While we both interact with people throughout the day, most interaction is via the phone or text. When we switched to the live-streaming video call, emotions changed into joy and excitement that we were having a personal, live, face-to-face interaction with an individual outside of our homes.

Even before this health crisis, people wanted to have live interaction. That’s exactly why sales managers are renowned for telling salespeople to “Just get them in.” Of course, at the moment, we have a quandary. Many salespeople are out of work, CRMs are still spitting out the same messages and consumers are still shopping for vehicles… but nobody is answering them.

We’re dealing with a situation unlike anything seen since the measles or polio breakouts decades ago. The entire country is hunkered down, sitting at home with their families. And many are very bored. What do people do when they are bored? They tend to accomplish tasks they’ve been meaning to but have not yet found the time for. And guess what? This could very easily include researching a vehicle purchase. 33 states have either halted or limited vehicle sales forcing salespeople to stay at home. However, in many cases, their CRMs are still receiving leads. OEMs are offering aggressive incentives and interest rates are low.

Car sales are all about emotions. That’s why the standard has always been to get the customer to test drive, kick tires, breathe in that “new car” smell and take mental ownership. However, before any of that can happen, a salesperson or BDC agent needs to create rapport to get that specific customer to choose their dealership.

Customers currently don’t have the luxury of visiting the dealership. But you can approach that level of face-to-face contact with live video chat. It builds the rapport needed for the customer to decide who to buy from and what to buy. Your dealership can interact with these customers in a personal way while building that emotional relationship with the salesperson, the dealership AND the vehicle. And what do those interactions produce when doing this via live-streaming video calls? The same as it produced for me and my customer — Joy and excitement. It helps move that customer down the line to the sale.

Many dealerships are experimenting with virtual test drives and video calling to provide that in-store face-to-face experience right now and having amazing success. But like all sales processes, it must be done right to have the most effective impact. Many of the popular video calling platforms out there require both users to install plugins or download the same apps to assure cross-platform and cross-operating system compatibility. These platforms are great for organized meetings, entertainment, or educational purposes. But when you need to engage a customer or a lead from your website, or for email/texting communications, the best video calling technology to utilize is one that allows a “one-click” audio and video communication to work inside web pages through direct peer-to-peer communication. This eliminates the necessity to install plugins or download apps and ensures an instant video connection; no matter what device or platform the customer or lead is utilizing.  This could alter the entire experience completely and make the difference between a GREAT video experience, and no communication or experience at all (another lost lead).

So, consider using live video chat to have that face-to-face interaction with your customers that is very much desired, especially right now. Combined with good storytelling through strategic vehicle and dealership marketing videos, it could easily slingshot your dealership into a consumer’s first choice. Not just in these times when it is even more crucial to communicate this way, but also when everything goes back to normal. And now is the time to start planning for the future. You don’t want your competition to beat you and take your customers away!  Get that competitive edge and create those loyal customers now!

Islands in the Stream, that is What We Are

Live video is taking over. If you have been on social media anytime lately, you probably noticed the barrage of streaming Facebook Live videos. In addition, videoconferencing has replaced boring teleconferences on just about every major platform. Why? Because, while we supposedly live in a super connected world, people are, in fact, less connected than ever. We communicate via text in short sound bites that are constantly misinterpreted. Emails are frequently misunderstood and social communications via platforms such as Facebook and Twitter are often incorrectly perceived.  This is because the majority of human communication occurs through visual cues such as body language, tone of voice and facial expressions… and you cannot see any of these through text or email.

Why the rise in live streaming with telecommunication companies and social media platforms? Because it’s engaging. Video, in itself, is engaging. But add in another dimension where it is not pre-recorded, but live, and conversations occur in real-time. It takes video to the next level as a communications tool.

If you think this is not already happening, let me tell you, it is. And it could be creating problems for your dealership if it’s happening on a salesperson’s personal Facebook profile or on a Facebook page they created to represent the dealership. First, if it’s happening on the salesperson’s personal profile or a Facebook page they created, there is truly no dealership connection, record of the conversation or ability for oversight. Second, when salespeople are representing the dealership, those conversations with customers belong to the dealership, not the salesperson. What happens if the salesperson says the wrong thing – even innocently?

Now don’t misunderstand my point here as live streaming video is an excellent way to engage customers. The customer can talk to a salesperson as if they were on your lot. The salesperson can walk out to the vehicle the customer is interested in, do a walkaround and interact with the customer live while answering their questions and showing them features they are interested in. It’s like taking a phone call to another level. Live streaming will certainly grow in used, just as video-conferencing has. If you are not doing so already, you would be wise to investigate solutions that allow these types of engagement between consumers and your dealerships in a way that’s measurable, and controllable, while enabling customers to communicate in the way they prefer and find the most productive.

Here are 62 statistics about live-streaming that are important to know. This blog would be a book if I went into all of them, but the key point is that live-streaming is quickly becoming the medium of choice for consumers for brand interaction.

In our era of smartphones with built in Facetime and Google Hangouts, consumers are utilizing real-time live streaming to connect with their loved ones and friends because it’s more intimate and personal. And that is spreading to the retail world. Consumers can gain a more intimate and personal connection with your dealership in the same communication manner. Whether it’s from a one-way video call (the customer can only see the salesperson) or a two-way video call (both can see each other), they are equally effective.

People want to deal with people. This is easy to do via live-streaming, right from the comfort of their home. Salespeople have a much better opportunity to build rapport and trust and help the customer while telling the car’s story. They can show customers what they want to see – all in real-time.

Oh, and just a quick note in closing, as I don’t want to make you work too hard — for those of you too young to remember the Dolly Parton and Kenny Rogers song “Islands in the Stream,” the title is a word play on the title of that song – stream – streaming video – get it?

With shoppers flooding the streams of video, your dealership needs to be the island they can rely on for great content, a personal connection and to get exactly what they want in the format they choose to engage.