video for sales
TRANSCRIPT
Video for Sales Warner Jones
COO, GetTransparency
Why Video?
Why a Video Pla3orm?
Why Video?
• Goals • How is it used in Service • Best Prac=ces and Samples • How is it used in Sales • Success Stories • Best Prac=ces and Samples
Volume of Information
• Picture = 1,000 words • Video = 10,000 pictures?
• Narra=on • Tone of voice • Body language and facial expressions
Easy
Trust Issue
• Figh=ng a bad reputa=on • Black box in service • Bait and switch in sales
Bring the customer closer
• Service bay • Car lot
Why
• CX • Dollars • Liability • Quality Control
CX - Transparency builds trust
Increased Profit
$100 / RO
30 ROs / day
9360 ROs / year
9360 ROs
$140,400 profit
$20 $187,200 revenue ________ x ____ = ________
= $20 x 26 days x 12 months x 20%
Liability Protection
Quality Control
Video in Service
Who - Service
Technicians
Foreman, Media Guy, Dispatch
Service Advisors
When do you record video?
Warranty Wait
Warranty Non-‐wait
Customer Pay Wait
Customer Pay Non-‐wait
New Customer
Internal
Red
Yellow
Green
When do you record video?
Warranty Wait
Warranty Non-‐wait
Customer Pay Wait
Customer Pay Non-‐wait
New Customer
Internal
Red
Yellow
Green
Changes the Conversation Aber comple=ng your scheduled maintenance today we performed a mul=-‐point inspec=on and found a few issues. You are going to need new ball joints and =e rods. That is the system that connects your front =res to your steering wheel. It is loose and will cost $780 for us to repair that. We also no=ced that your =re tread depth is less than 3/32nds of an inch. Below 2/32nds of an inch and it will not pass state inspec=on, so we are going to want to replace all four =res for $640. That includes balancing each =re. We recommend a four-‐wheel alignment while we are replacing your =res to make sure that your steering system lines up correctly and you don’t have any pulling to one side or the other. It also helps the =res wear evenly. An alignment is $100. In addi=on, we removed your cabin air filter from behind your glove box and it is dirty and needs to be replaced. That is $45. We measured your brake pads on both the front and rear of your vehicle and they are below 3 millimeters on the front and around 2 millimeters on the rear. We recommend new brake pads on the front and back and we no=ced some rust on your rotors, so we recommend replacing those as well. The total for the brake work will be $850. At some point we recommend
Did you see the video?
Video Helps Upsell
$1200
$2000 $800
w/video no video
Increased Dollars per RO
$175 w/video labor hours
.5
Increased CP Labor
$231 $193 $38 18%
2014 2015
Best Practices • Start at the rear • Introduce yourself • Birthday party mode • Use gauges • Describe and educate • Thank you
Intro Script
• Hello, my name is… • I’m a cer=fied technician here at…
• Aber comple=ng your scheduled maintenance, I performed a complimentary mul=-‐point inspec=on and found a few issues I would like to bring to your aien=on
Video is Meant to be Horizontal
Grips can Help
Birthday Party Mode
Green is Good
Time
:90
You Can’t Hear a Pin Drop
Authentic
Closing
• Thank you for bringing your vehicle in for service today
• We appreciate the business
• Please call or text us with any ques=ons
• Have a nice day
Video in Sales
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So that I don’t waste your =me today, let me verify that the vehicle is in stock and that it has the features you are looking for, would that be OK?
When to Take Video
• Internet Inquiry • Phone Up • Be Back • Tes=monial • Pre-‐delivery
Get them in
Get them back
Get them to share
Personalized Sales Video
• Offers Differen=a=on • Builds Rapport • Improves Response • Extends Reach
Differentiates
• Brand new 2015 CX-‐5 • Called three dealerships • One sent a video • Customer purchased from Modern
1
2
3 Rec $
Improves Response
• Pre-‐owned • Several prospects were not returning calls or emails • Sent video to three prospects • Two of the three responded within 10 minutes
Improves Shows by 20%
2 shows
10 appointments / weekend
2 addi=onal shows
52 addi-onal sales
x 20%
x 50% close ra=o x 52 weekends / year
Extends Reach
• Pre-‐owned van with shelving • Sent the video • Customer drove 388 miles
Improves Experience
Get Social
Best Practices
• Staging • Ligh=ng • Angles • Selfies • Intro • Narra=on
Staging
Selfies & Narration
Lighting
Front Angle
Side Angle
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Features
Video in Drive Line Video for Loaners
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Paint the Car
Why a Video Pla3orm?
• How it Works • 14 Reasons you should not DIY
Customer
How
Desktop
App
Speed & Efficiency
• Name, mobile or email • Start • Stop • Save • Send
Quality Control
Customer
OR
Approval
Branding
Branding
TCPA Compliant
• Telephone Consumer Protec=on Act • $1500 fine for non-‐compliance • Wriien permission • “Reply STOP to Opt-‐out” • “Message and data rates may apply”
Links not Large Files
From Main Street Toyota: Your vehicle service video is ready for viewing: bit.ly/AE123B
Privacy
Control
• Phone – recorded conversa=ons • Email – recorded conversa=ons • Video – recorded conversa=ons
Reputation Protection Years
TO BUILD
Seconds
TO BREAK
Forever
TO REPAIR
Auto-Publish to Social
Retention
Reporting
Tracking
Customer
video uploaded
video viewed
call me
Service Advisor
Alerts
Quality Review
Do you want to…
• Build trust with your customers • Be transparent • Improve your customer experience • Grow revenue • Communicate with the highest comprehension
The Reality
• Most of you will choose to send video “later” • You are s=ll in business today doing what you’ve been doing
• Some will see the overwhelming benefits, but start to imagine the hurdles
It’s too hard
Takes too much time
I Don’t Get Paid to Take Video
Doesn’t fit our process
A Window to be Unique
2016
We Have Video!
2017
Everyone Has Video
Transparency Builds Trust