There is no denying the emerging importance of video components in marketing in today’s business climate. Put another way, in the words of Peter Leto, Google’s head of auto retail, “video is the new showroom.”
Customers want to see the features and functionality of products for themselves before committing to a purchase, especially when it comes to large purchases such as automobiles. This trend lands more old-fashioned dealers in a tough spot as they attempt to catch up to the technology necessary to expand their customer base and sell more vehicles.
With user-friendly apps available that provide even novice video producers with the ability to make professional-quality videos, however, it is easier than ever to provide customers with a customized video experience. Dealers can now provide their sales teams with the tools required to increase their sales and become competitive in their markets by creating appealing videos for consumers.
Just ask Gary Frederick, sales consultant at Smart Toyota. Using a video app, Frederick increased his sales by 40 percent within a year. The video lead responses he sent to prospects went from a monthly average of eight in the first six months of 2016 to 18 in the first six months of 2017. His monthly average of cars sold from January to June jumped from 11 in 2016 to 16 during the same period in 2017. Video lead responses via Internet translate to real sales, and a video that appeals to consumers is the difference between a simple view and a sale. Video can make a difference in improving the customer shopping experience — and this will absolutely help you sell more vehicles.
With access to the Internet creating more savvy customers in every industry, any video designed to sell must be high quality, offer something new to consumers and keep focus on the product. You should find technology that will help you create effective auto videos to generate customers and sell automobiles, with mobile optimization that offers a painless experience for both merchant and buyer.
Smart Toyota reaped the benefits of using videos to sell cars both in person and over the Internet, and dealers will continue to use this marketing technique to sell cars. This is because it is more than a simple sales technique. It is a demand from consumers to be offered content that shows what they are buying before they make a purchase.
It is more effective to communicate with consumers through the channel they prefer. Today’s consumer prefers video. If your dealership is not communicating in this way, you are missing sales opportunities.
Technology makes video easy and you likely already have people on your sales staff who are doing this on their own. Talk to your team. Find those who are already using video and work together to bring the whole team up to speed. There are technology partners available to help as well. Explore the avenues available to you and put video to work for your dealership — and your profits.
For a free copy of “Steps to Start Selling More with Video,” please email with “video” in the subject line.
Tom Gallaher
