No longer is personalisation a ‘nice to have’ feature within automotive sales processes and customer experiences. It has become an essential expectation, without which some customers are far more likely to feel negatively about your dealership and take their business elsewhere.
For some customers, however, the degree of personalisation required stretches far beyond simply including their name at the start of a video. It has become ‘hyper personalisation’, where a sales executive listens to any specifics that customers mention and ask for, and tailors the entire approach in response to a particular customer’s expectations, potentially with longer and more detailed videos.
In this blog, we’ll explore what this means from the perspective of creating videos, and the factors to consider when assessing what different types of customers will want from their buying experiences.
What this means in video terms
To successfully execute hyper personalisation within sales videos, executives will have to go the extra mile in the quality of the content they’re sending to customers. This may be more time-consuming than previous efforts, but it will be well worth it in terms of increasing interest and conversion rates. And it’s not every time you pick up your device to make a video – it’s dependent on what the customer wants!
For example, a particular customer may want a real in-depth look at every feature of a car, including its technical specification, or already know the make/model they want but be deliberating on the journey to your dealership if you are further out. For this, a normal three or four-minute video may not be enough – but a thorough ten-minute video could make the difference and engage interest enough for him or her to put down a deposit. But we don’t want to put a specific time on it – listen to the customer and assess what will work for them.
With that being said, it would be easy to assume that personalisation always means providing an extra level of detail. But while attention to detail is always important from a video production perspective – as our handy checklist explains – it isn’t always ideal from a content standpoint.
Not every customer will want every detail, and this will vary depending on the type of person, their own circumstances and reason for buying, and on the type of car. Working out these factors from a customer’s initial enquiry is crucial to determining their priorities, so that a video can then be made that focuses on those key areas. This means assessing their level of technical knowledge, the level of detail they request, and so on.
Of course, every customer will be different, but to give you an idea of the kinds of areas to target, we’ve created these three example personas, along with their likely priorities.
The luxury car buyer wants to know about:
- Alloy wheels: if new, what spec are they? If used, what condition are they in?
- Optional extras: what extras are already included, and what can be added?
- Bodywork: what are the paint options, and if used, are there any marks or dents?
- Exhaust: how does the car sound at idle, and under acceleration?
The family car buyer wants to know about:
- Space: how big is the boot and interior, and are there any extra storage areas?
- Accessibility: how many doors, how many seats, and how easy is it to get in and out of?
- Safety: what is the safety rating, how many airbags, where are they, and are there child locks?
- Ease of cleaning: does the interior design and material make cleaning as easy as possible?
The first car buyer wants to know about:
- Insurance rating: how much will the car cost to insure without any no-claims bonus?
- Tax/emissions level: how environmentally friendly is it? And is there any VED to pay?
- Fuel economy: how many litres will a full tank of fuel hold, and how long will it last?
- In-car entertainment: what electronic gadgets are fitted, such as Bluetooth and Wi-Fi?
Taking the time to learn and understand the keys to hyper personalisation will help put you ahead of your competitors, and act as a real trump card in what is currently an extremely hot and volatile marketplace.
Learning to use CitNOW Sales more efficiently can help when adopting hyper personalisation. Explore our learning resources here and learn the skills that can help you reach more customers with better communications, faster.