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To Sell More Cars, You Need to Get Personal

The chances are pretty good that any email lead YOU receive is also sent to competing dealerships. That means the car shopper will get emails and phone calls from other salespeople looking to sell that customer a car. Unless the lead is on a unique used vehicle, your competitors have the same new vehicles in their inventory.

Therefore, reaching that customer quickly and effectively, while at the same time standing out from your competition, is vital in winning that customer’s business. The easiest way to do that is to build a personal relationship quickly – something every successful salesperson learns. While that may be easy in person, it becomes more of a challenge when the customer’s email inbox is barraged by auto-responders and other generic emails.

So, how do you stand out?

Well, personal video email responses are a very effective way to separate yourself and transform your email from just plain old text into a more dynamic, eye-catching and personal introduction.

Something you did on your VDP got their attention, whether that was on your website or a third-party listing site (hint: If you have video included in your listings, you’ll attract more customers). If that customer were in front of you and inquired about a vehicle, you would proceed to sell the dealership, then sell yourself, and then sell the vehicle. You would work to build a trusting relationship with the customer from the beginning. But, how do you sell your vehicle to a customer that’s not present?

The same, exact way!

The great thing about selling cars today is all of the technology that is now available to assist salespeople in facilitating a better online buying experience for the customer. Because of the Internet, customers are visiting less dealerships than ever – it’s now down to just about one dealership visited before the customer purchases, because now the customer can browse inventory in their pajamas at home.

Today, when you receive an Internet lead, video enables you to literally walk the customer around the vehicle explaining its features and benefits in a personalized way .This video can then be delivered to the customer on a landing page that contains your Value Proposition (Why Buy); and testimonial videos to sell the dealership; as well as your own introduction video to simultaneously sell yourself – all while you are selling the vehicle -- just as if they were on your lot.

Dealerships that do take the time to shoot personalized walkaround videos for Internet leads see a 20-40% increase in re-engagement, lead to appointment and lead to show rates. Car shoppers love them. They show a customer, whom you have not yet met in person, that you care about earning their business and will make the effort to get them the information they requested over and above the standard “when can you come in” message that exists in most first responses.  Combining personalized walkaround videos with the value proposition, testimonial, and your personal introduction video, will then multiply the emotional impact of your communication and significantly enhance the “trust relationship” that you so greatly covet. 

Being forthcoming, providing information and doing so in a personalized way with the use of video, allows you to “sell” the vehicle, build rapport and make the customer feel more at ease and amenable to coming into the dealership.

The customer will still want to inspect, touch, feel and drive the car and they can only do that in person at your dealership. Video, however, can whet their appetite and grab their interest and attention in ways that pictures can’t.

It may sound like a lot of work. Perhaps you are thinking you don’t have the right equipment. But hold on a minute – the fact is that you can use your existing inventory videos and personalize the audio -- all from the comforts of your office and without even having to walk out to the vehicle each time you need to shoot a personalized walkaround. You’ll quickly find out that the few minutes it takes you to personalize the audio of your existing video will pay dividends in increased sales and bigger paychecks.

You don’t have to be content with closing rates on Internet leads hovering in the 8-10 percent range. Maximize each and every opportunity you receive, blow your customers away with your responses, and put your competition out of the race by sending Internet leads personalized emails that use the power of video to sell your dealership, sell yourself, and truly sell the vehicle– then sit back and sell cars.

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