A recommendation from someone else still remains the most-trusted source of information to help buyers when deciding to purchase a vehicle. They reach out to their network on Social Media, they visit Yelp and other review sites and they eventually land on your dealership’s website. They come to your site to peruse your inventory and maybe even chat online to negotiate a deal. It’s pretty powerful to see and hear your loyal happy customers’ video testimonials right there on your homepage. It may be the ultimate factor that makes your deal.
Now for the real-time practical application. In order to obtain the ideal raw testimonial, your dealership sales and service staff need to be developed and trained to ask for and film those testimonials. If you don’t have one already, buy a Flip Cam, it’s the easiest to use with only one button to worry about and the downloads are effortless. I find that when I talk about video testimonials in sales meetings everyone is in favor of it. But when it comes down to actually doing it, some are reluctant. Of course they are–who has much experience talking and filming people? Especially when it’s for the boss, right?
The goal then is to help your staff overcome their apprehensions and this takes a little finesse from management. Here a some tips on how to get your sales and service people to develop the mindset of seeking and asking for customer testimonials. All it takes is a few to buy-in first. As time goes on, and they see other employees doing it, everyone will be on the program.
1. Not all customers will be enthusiastic about being filmed so it takes good communication and guidance from management to help the staff spot the right customer. Manage this like you would a green pea on his first day of work. Invest your time and it will pay off.
2. Sales Department: Give a spiff to the salesperson that’s able to obtain the first video of the day, weekend or week. Motivation and recognition are powerful tools in garnering testimonials.
3. Service Department: Give a spiff to the Service Advisor or Cashier who’s able to obtain the first video of the day or week.
4. Monthly: Have a contest to award the best video of the month. Management chooses the winner. The prize? Visa Gift Card, cash or how about a day off?
5. Here are the scripts we provide to our clients for testimonials. The video lasts 1-2 minutes and it inspires the customer so they don’t have to think about what to say on their own.
Sales Testimonial Intro: Tell us about yourself (First name, city of residence)
1) Is this your first car? If not, ask them if they’ve ever owned a _____________? If they switched brands, ask why?
2) Why did you decide to buy your car at ______________?
3) What did you like best about your experience?
4) What is one thing you would tell your family/friends about us?
Service Testimonial Intro: Tell us about yourself (First name, city of residence)
1) Is this your first time here at _____________?
2) Why did you decide to service your car here at __________?
3) What did you like best about your experience?
4) What is the one thing you would tell you family/friends about us?
I’d love to hear what your dealership is doing to win customer loyalty. If you use video testimonials on your website, what has been the response from your customers?
