It wasn’t so long ago that the limit of in-car technology was a cassette player (remember those?) and an LCD clock. But over the last two or three decades, the cars we buy and drive have changed completely, and in many ways are now computers on wheels.
While all this technology contributes to making driving easier, safer, more efficient and more enjoyable, there’s now so much of it in many models that it can be bewildering for the driver. Most manufacturers use their own proprietary systems, with their own functions and unique names for different modes of settings. So unless a driver is already familiar with the system from one of their previous cars, it can be difficult for them to know where to start.
This is where a good sales team proves their worth, by guiding and advising customers on the practicalities and benefits of the tech in the cars they’re selling. But as customers are less able to receive a thorough demonstration from the dealer due to social distancing, how can buyers still receive this vital information? Video can be the answer, in three key areas:
When a buyers’ interest is first raised by an advert they see online, they want as much information as possible so that they can make an informed decision. Just as they would want to know about the condition of the car, how it looks on the inside or how economical it is, they will also want some insight into the car’s technological capabilities. It’s therefore important, where possible, to include details of a car’s technical features in the ads you publish. A 60-second video is said to be worth 1.8 million words – and with technological features often hard to demonstrate through still images alone, video can be a really useful tool here.
Following an inquiry, video can also be used to send the customer a personalized look at the technical features on offer, especially if they’ve made reference to certain aspects of the car’s tech in their original inquiry. Watch the CitNOW Award-winning video above for an example of how tech can be highlighted in your personalized walkaround videos. What’s more, with the Live Video feature now available, this demonstration could even be two-way. Via the same CitNOW app you are already used to using, a live video call can be set up and the salesperson can run through all the features – while the customer can ask questions as they go.
Giving the customer the personal touch is an essential element of aftersales care. They want to feel that they were more than just a transaction, and that the dealer has an ongoing interest in their enjoyment of their new purchase. With face-to-face contact being limited however, a comprehensive vehicle handover is challenging. Both live and recorded video will have roles to play in maintaining that positive post-sale feeling with the customer.
Pre-recorded video can really help to detail all the key tech, where to find specific features and how to use them. Even better, being pre-recorded the customer can watch back as many times as they like. Our recent Star of the Month video is a great example of this in practice.
Alternatively, Live Video can work in a similar way, but using two-way communication to hand over the vehicle and explain all the in-car tech – alongside all the other great features the vehicle has. What’s more, if a customer is having trouble with the system on their new purchase, they can arrange a live video appointment where the retailer can see the problem for themselves and work through the solution with the customer. If the same issue crops up with a number of different customers, then a recorded troubleshooting video can be created and made available, either on the dealership website or as part of the overall aftersales package.
The role of technology in improving safety on the road is a two-sided coin. On one hand, many innovations rolled out in modern cars have helped reduce the risk of accidents, therefore saving lives and preventing serious injuries. But on the other hand, some of the user interfaces are so complex that it’s easy for drivers to become distracted as they navigate various menus, therefore increasing their risk of a crash in the process.
Dealers can help mitigate this risk through recorded educational videos that show drivers how to use certain systems in a quick, safe way. This could include general tips about using in-car technology safely, or it could comprise tips on how to activate commonly-used functions (such as the radio or sat-nav) as efficiently as possible.
For more tips on how you can use video in your contactless sales processes, take a look at our How2CitNOW video series on YouTube.