Did a Car Salesman Just Send Me a Video?
Straight to the chase - I am here to talk about my beliefs on the best way to utilize video to build consumer trust, really connect with people, and ultimately sell more cars, better. But first, a couple of things to note:
As someone who grew up their entire life in the car business, and raised by two parents who were in the car business for the majority of their lives too, I have seen a lot of fads and gimmicks come and go when it comes to car sales.
I have spent a lot of years in and around dealerships and people who run them. I have formed opinions on what I see that works and what I see that definitely does not. I am also someone who understands I still have a lot to learn (actually I have most likely barely scratched the surface of this industry).
However, here’s what I do know - people like helping people they like. People like buying from people they like and want to support. So the trick isn’t to “sell” anyone anything. It’s to get them to like you so much that they want to “buy” from you because they know your desire is to truly help them.
Disclaimer: You cannot fake wanting to help someone. None of this will work if you don’t actually care about people. You must first decide that you CARE. Then you can begin to employ these strategies to develop more relationships.
Video is not just for the Car Itself.
The 3 cars you see pictured here all sold the same day. All 3 are special vehicles that were sold based upon the videos that we have created to showcase both their condition and functionality. Video is the #1 way that we present our specialty vehicles.
Why wouldn’t you choose it to be the #1 way you present yourself?
So what is the best approach to breaking down the walls between you and your customer so that a true relationship can begin more quickly? So that you can identify what it is they actually need you to do for them?
Engagement.
If you want to be the best at sales in any industry, you need to become the best at engaging with, and helping people. Full stop. This is where the use of Video comes in and becomes a huge game changer in your ability to communicate with people.
Probably starting with YouTube, but now way more common with TikTok and Instagram Reels; people are used to watching videos of other people talking to the camera. Actually, its not just that they are used to it… most people are obsessed with it. They spend hours a day death scrolling on their phones watching video after video and they don’t seem to be getting tired of it.
This is the opportunity: Talk to people over the medium that is most common in their day to day lives. While you can’t post a live tiktok to go through a car deal because that would be weird, you can send them a video in a similar style and it will be pretty hard for them to ignore it.
I think of Video as a more useful version of leaving someone a voicemail. You don’t need to wait for them to answer. You don’t need to block off time with them in either their schedule or yours to have a conversation. You can redo the video as many times as you want before pressing send. Plus, you can convey all the information you need to in a clear and concise manner without anyone interrupting you. All the inflection and tone you lose in an email or a text message is present, which makes for much less misinterpretation, and then best of all you have a camera that you can point at the thing they actually want to look at!
THE CAR!
Video I sent to a previous Customer who is not local to my Store. This is my example of a “first contact” Video.
On top of that, if you are clever, you can drop useful pieces of information for them in your videos that show the car (the thing they care about) with things that will make the entire experience much more enjoyable for them.
Where to park when they arrive.
What you actually look like so they know who to look for.
Where the car will be when they arrive.
Where your desk is located and how to find you.
These are just some of the basics, but boy do they make a difference. Some people get anxious about going to a new burger joint because they don’t know what is on the menu, where to order, or “how it works”. In the car business, people aren’t buying an $8 hamburger, most of the time they are making the largest purchase of their entire lives so far. They are going to be nervous no matter what.
Use Video to eliminate the anxiety from any of the basics and make them feel at home the first time they arrive so that you can get down to the real business of getting to know them and figuring out exactly how you can help them. (since if you have done your job right up until this point, they should feel like they already know you)
Video is for more than just introductions and pleasantries though. I have used Video to go far beyond greetings and have used it to close deals, follow up after the sale, and keep customers updated to anything they may be talking to me about.
I have done tutorials on how to operate certain options on their car. I have used it to show people when their car has been loaded on a transport. Heck, I have even used video to show people how to fill out their title work prior to sending it in to us. Video is a superpower if you know how to use it right. It is the best way to connect with someone who is not standing right in front of you.
However, there is one thing to note: It only works if you are yourself.
Don’t play games. Don’t become the news anchor on local TV. Don’t portray yourself as some robotic customer service representative or project your voice like you are trying to announce an NFL broadcast. Keep it simple and be yourself. Video should be short, to the point, and you should talk no differently than you would if the person were standing right in front of you. You won’t be able to connect with someone if they smell even one whiff of you putting on a show.
At the end of the day, Video is easier for both the customer AND the salesperson. It can streamline communication, eliminate a lot of the “waiting” that happens in sales with peoples busy schedules, and ultimately and fast track your ability for your customer to get to know you as well as they can so they can decide to trust you.
Example of a video I sent to a customer who had purchased a Jaguar from me - where I used video to keep him up to date AFTER he purchased his car.
Implementing Videos in every step of the deal is critical. Once your customer knows that you send videos, they only become more open to the idea of consuming content in that medium.
I have also never once had a customer criticize my use of video or say that it was unnecessary. However, they have explicitly thanked me for taking the time to send them a video. Since it comes across as much more effort than it really is.
Using video is sort of like going to the gym and working out. Is it easy? No. Are you always excited to wake up and workout? Of course not. However, I have never regretted getting up and getting my workout in. The only workout I have ever regretted is the one I didn’t do.
Apply that same ideology to Video and you will find it hard to lose.
Try the exercise of replacing every single email you send with a video. What would that look like? Would it hurt you? (doubt it) Or would it help you? (Probably.)