Your customers have access to a weapon which is far more efficient and effective than visiting your dealership when looking for a new car. Internet search is wonderful for your customers, less wonderful for you.
The result of all this searching means that your showroom traffic is on the slide but your inbound traffic is on the up. Your salespeople are now doing their meet and greets on the phone or via e-mail these days. That’s great, except the customer now has the upper hand. They’re in control. No matter how hard you try to rectify this situation by appointing them into your dealership, no shows remain high because you still haven’t gained any real commitment through that initial contact.
The point is, all inbound enquiries have one thing in common – information. The reason they’re contacting you is because they’ve got as far as they can get via their online search. Now it’s time to talk to a real person.
We’re not suggesting that you should stop appointing your customers; how else are you going to sell them a car? We have, however, a tried and tested way to fit video into your sales process so that more appointments stick, and more deposits are taken over the phone prior to taking a test drive at the dealership.
Where this process has been implemented by the Sales Manager properly, the results are simply stunning. Do two demos, sell a car could genuinely be a reality in your dealership.
Why does it work?
There are a variety of reasons why delivering a personalised video has such a profound effect. Unintentionally, what happens is the viewer ‘imagines’ buying from you before they visit your showroom. This is really important. Once someone imagines doing this they’ve made a mental commitment. How big a commitment they make depends on how impactful the video presentation of the car has been. That’s why a live appointed presentation is the real winner. There is nothing more powerful than your salesperson being able to answer all of the customer’s questions by showing them what they want to see. It’s the ultimate personal presentation which often works better than when the customer is in the dealership because they don’t feel the same pressure from the comfort of their home or office.
The other strong force at work here is reciprocity. If your salesperson willingly gives all of this personalised content without asking for anything in return, this triggers a psychological need to give something back. So when all of the questions have been answered, what is more natural than to then ask the customer whether they want to reserve the car against a small deposit. That’s when they reciprocate and that’s why you can convert one in two video demos to a sale.
So stop rushing out of the gate to sell them an appointment and start becoming an authority figure by willingly giving them more information even if they haven’t asked you for it.
If you follow our tried and tested process, more times than not, the sale becomes yours to loose.