With the omnichannel experience now more important than ever, dealers must adapt to meet buyers’ evolving needs, or risk sales and service customers going elsewhere. By creating engaging video communications, dealers can drive real results – capturing and converting customers before they even set foot in the dealership.
What are the Benefits?
- Build trust with customers – whether sending a personalised video tour for a car they’ve enquired on, or highlighting recommended work to upsell in a friendly Vehicle Health Check video.
- Upsell more Vehicle Health Check work.
- Make listings stand out online.
- Send personalised responses to enquiries, enhancing the customer journey.
It doesn’t have to be difficult or expensive to improve the quality of video communications, it doesn’t even require a video specialist. By following a few simple tips, as outlined by the DMS experts at Pinewood, dealers can improve the response rates on their videos.
Our Top Tips:
Make it personal:
- Introduce yourself, as though you were meeting the customer in person.
- Greet customers by their name, showing them, you’ve taken the time to respond personally.
- Don’t rush, take pauses and speak clearly.
- Ensure responses are timely – don’t leave an enquiry waiting for days (or longer), or they’ll go elsewhere.
- When highlighting damage in a Vehicle Health Check video, use a torch or laser so the customer can clearly see the issue for themselves.
- If recording indoors, use a lamp to ensure the vehicle you’re recording is easy to see on-screen.
- Avoid recording in direct sunlight – the video is likely to be affected by distracting shadows, bright spots or reflections.
- Turn down any background music or radio noises, which may distract the attention of the viewer.
- Avoid touching the microphone on your smartphone or recording device whilst recording.
- Wait for any loud noises to stop – this may include workshop machinery, transporter vehicles in the background, or even moving ramps.
- Find a quieter time to capture your videos with minimal distractions – both visual and audible.
Use a mini-tripod or gimbal:
- Capture still, steady footage.
- Reach all angles.
- Be conversational – prospects are more likely to listen and engage.
- Keep it concise, or the customer will lose interest.
- Highlight the best features – these are the selling points.
- Finish with a clear call to action.
Try out these video tips today using the built-in video tools in your Pinewood DMS apps.
To find out more about Pinewood DMS or to book a consultant to visit your dealership, please complete the below form.