With the production of petrol and diesel-powered vehicles banned from 2030, car buyers are turning to electric vehicles in ever greater numbers. Sales of EVs more than doubled from 2020 to 2021, hitting a new annual record of 6.6 million worldwide.
The current spike in fuel prices is leading to a surge in EV interest, too: research says that as many as 38% of car buyers would consider going electric with their next purchase. So it’s no surprise that dealerships are receiving greater interest in new EVs, and that there’s a growing number of pre-owned EVs appearing on retailer forecourts.
Of course, not every customer buying an EV does so because they’re specifically looking to go electric: some are looking for a specific size, brand or type of vehicle, and are then attracted to electric options during the sales process. However, customer knowledge of electric vehicles generally still lags behind their expertise on internal combustion-powered cars. That means it’s up to sales staff to help them understand the ins and outs of EVs so they can make an informed purchasing decision.
In this blog, we’ll cover how you can use video to not only inform your customers about electric vehicles, but also to engage them and make them more likely to buy.
Take your time
Customers will generally need more time to consider purchasing an EV because it represents such a major change from the cars they’ve bought in the past. Some customers will have prior knowledge and experience, but even in those cases, they may need help in understanding the specifics of the model they’re interested in. This means providing the time, information and advice is crucial for every customer throughout the EV sales process.
It’s important to ensure all the bases are covered in terms of both basic and in-depth information, and that customers can easily get answers to all the questions they’re likely to have. Putting yourself in their shoes and asking questions in the role of a customer can help you understand priorities from their perspective. CitNOW Sales is ideal for creating and sending videos that contain answers to all these questions, and for generating feedback through comments and ratings that can gauge how helpful these videos are.
When recording these videos, make sure you run through all the information at a gentle pace, to make it easier for the customer to digest. For the same reason, you should avoid jargon and industry terminology, and only use language that any customer would understand.
Cover every aspect
A good walkaround video will make a customer feel like they’re inspecting the car in person, without visiting the showroom. At a visual level, that means giving them a full view of a vehicle both inside and out.
From an information perspective, there is plenty that needs to be covered – and covered in depth. As well as all the ‘normal’ features on a car, such as in-car entertainment and general condition, there are EV-specific elements to explore as well, such as charging time, charging cables and storage, motor power, and driving range. Comparing where possible to internal combustion equivalents can help customers put this information into better context.
With so much information involved, it’s easy for customers to jump to the conclusion that EVs are very complex. Using video to reassure the customer of the benefits of an EV and show them how user-friendly they can be is an easy way of getting that message across. This especially applies in handover videos, where areas like charging, app integration and charge point subscriptions can be highlighted: this video by Josh Mander of Solihull BMW is an excellent example of how to approach this.
Follow by example
Another superb example of using video to inform customers about EV can be found here, recorded by Ben Humphrey at Sytner BMW in High Wycombe. His walkaround video ticks every box in giving customers everything they need, without overcomplicating the subject matter or running through things too quickly. The key highlights to his video are:
- A friendly introduction of both the speaker and the EV model, engaging the customer’s interest straight away
- A detailed overview of the car’s exterior, highlighting the all-electric features, before moving onto the specifics of the interior
- Clear demonstrations of technical components, including the upgraded dashboard, meaning the customer can process the new technology quickly and easily
- Relevant statistics around charging for this particular model, demonstrating that he is fully researched on the model in question
Additionally, videos at the end of the sales process can give the customer practical information that helps them acclimatise to their new vehicle, such as how to charge the vehicle, conducting maintenance and how to operate in-car tech. If you or any of your sales staff are struggling for inspiration in how to approach EV videos, the examples above should provide some helpful ideas.
Compelling and informative videos can be incredibly powerful in building enthusiasm about electric vehicles. They can:
- Inform customers about models without unnecessary visits to the showroom
- Dispel perceptions that EVs are complicated
- Improve promotion and sales of electric vehicles
- Reduce the daunting prospect of selling new EV lines to customers
By using video as a core part of your EV sales processes, not only will your customers benefit, but you’ll enjoy more success in converting interest into sales.
CitNOW Sales is your perfect platform for creating top-quality, informative videos on electric vehicles. Learn more about how it can help you here.