People buy from people, right? We hear it all the time, but in this day and age where digital is evolving and lives are getting busier for us all, how can you bring your dealership to your customers effectively and keep your customers engaged throughout their car buying journey and far beyond?
The one thing that most of us have in common is we own a smart device, most generally a cell phone. It’s the one thing we carry all the time and are lost without, so it makes sense that dealers take advantage of this technology and embrace the one thing that 82% of consumers will be used to in 2020 — video!
Did you know that a video is worth 1.8 million words? When you come home from a busy day are you more likely to read a book or watch TV? It goes without saying that the average consumer is more likely to take in more information when watching a video over reading an email or just looking at pictures. Where else can you express passion, sight and sound in the same way?
The way that car buyers want to interact and the type of content they’re consuming is changing and dealerships need to look at these changes to avoid being left behind and keep up with the competition. A survey showed that 67% of people wanted video included as part of the purchase process.
Personalized videos are helping to change the stereotypical perceptions of a car dealership by allowing the sales staff to interact with the customer in a pressure-free and non-sales environment. More than half of car shoppers feel anxious or uncomfortable at dealerships; video enables you to provide the trust and transparency customers crave with the added ability to show the vehicle from all angles. If there’s anything that the customer wants to know or specifically see, this can be included in the video.
Personalized Videos
Video platforms allow dealers to send personalized videos to potential customers, helping build greater levels of trust and bridge the gap between the online and offline experience with interactive and engaging capabilities. Car buyers no longer have to rely on the word of a dealer in a written email or a description given over the phone. Manufacturers have been building the video experience for years, just look at the ads on TV and YouTube. So why are we following up with words?
A quarter of the population of consumers see no difference in the “standard” vehicle. It’s classed as “sameness” to them. By this, we mean that the consumer feels that they are surrounded by dealer brands that look and feel the same with the same promises. So how are you standing out from your competitors? Visually emotional connection and brand passion cannot be copied.
Consumer research also suggests that a customer is more likely to come to the dealership — either for a pre-arranged appointment or out-of-the-blue — if they’ve been sent a personalized video. They spend an average of 59% of their time online researching, so they want to see the vehicle that they want to take home. What’s more, they’re likely to be more relaxed about the experience because they will already know what their salesperson looks like; the relationship has already been built. The physical visit to the dealership is mostly about taking the car for a test drive and confirming that it’s the car they want to buy.
In addition, dealerships that are using video relationship management software have recorded a marked increase in customer satisfaction ratings and referrals by using software that creates the instant interaction between the salesperson and the customer. Personalized videos can be used throughout the sales process: as an introductory tool, to answer any ongoing questions, confirming appointments and to thank the customer for their business once the car has been handed over.
It’s worth noting that 54% of consumers said that they would buy from a dealership that offers their preferred experience, even if it didn’t have the lowest price.
And I haven’t even touched on lease renewals, marketing existing prospects and service. The possibilities are endless. All you need is content, and what is content? It is just awareness, it’s a simple as that.
So, what are you waiting for? Let video do the influencing for you.
Max Farrell
