The car sales process often gets a bad rap for being lengthy and tedious. But what if we could inject a bit of fun into it? What if we could make the purchase experience not just informative, but engaging and memorable? Enter the magic of video. Video is for more than just marketing; it can be used throughout the entire sales funnel, from initial interest to post-purchase support.
As most of you know, when you’re in the car business family and friends often turn to you for advice and help. My Grandpa recently purchased a brand-new Genesis SUV and was struggling to figure out some features. For example, he didn’t like the seat moving back when he turned off the car. Fortunately, my wife has a Hyundai Palisade with a similar dashboard, so I made a quick video that showed him how to set the feature that makes his seat stay put.
This type of simple, personalized video is exactly what salespeople should be using to improve the purchasing experience for customers.
Timing is Everything
Imagine you’re buying a car. You’ve spent over three hours at the dealership, made it through the finance office, and now all you want is to go home and grab something to eat. This is not the ideal moment for an extensive demo of the new car’s features. You’re tired, hungry, and your attention span is dwindling.
Even if the customer has time for a demonstration, it’s likely that the salesperson is also tired, hungry, or eager to move on to the next deal. As a manager, it’s difficult to ensure that every salesperson gives a thorough demo every time.
That’s where post-purchase videos come in handy. Instead of overwhelming customers with a flood of information during delivery, send them personalized videos afterward. These videos can cover everything from setting up the driver’s seat memory to mastering the entertainment system.
Here is the general concept: “Hey Mark, it’s Ben here at ABC Mitsubishi. I’m sitting in your freshly detailed car, and I want to show you a few things you can do when you get home. Let’s start with setting the memory for your driver’s seat and then move on to the entertainment system.”
This personal touch not only makes the customer feel valued but also ensures they have the information they need when they’re ready to absorb it.
Mimic the BMW Genius Approach
BMW has taken a unique approach by employing technology experts called Geniuses to help customers select and understand their vehicles. Salespeople are often focused on closing the deal and might not be the best at delivering detailed car instructions. Instead, they might flip the keys to the customer and direct them to a manual. But that’s not enough. Customers need to know how to use every feature of their car.
Sending post-purchase videos is a way to mimic the Genius approach. By recording and sending personalized demo videos, you show the customer your appreciation for their business and dedication to their satisfaction.
An alternative option to a pre-recorded video is to schedule the customer’s demonstration via a live-streaming video call. This can be done at the customer’s convenience and provides a more interactive format for questions and answers.
Training and Team Building
Creating vehicle-focused tutorial videos is an excellent training tool for your sales team. Make it a fun, team-building exercise. If some team members are camera shy, designate someone comfortable in front of the camera to make the videos.
The finished videos can then be shared and used by the entire team. Salespeople can add a personal touch with voiceovers or picture-in-picture video inserts.
By incorporating video into your post-sales support strategy, you will create a more enjoyable experience for both your customers and sales team. So, let’s put the fun back into the sales funnel with video and watch your customer satisfaction soar.
Keep those cameras rolling!
