Branding yourself on Youtube is no simple task. Elise Kephart has managed to make her videos so popular amongst those in the auto industry that some stores are using them for training purposes. The Youtube Diva is on the cutting edge as far as incorporating the technology available to us today into her sales process. She’s also become quite good at it; being recognized by the likes of Jim Zigler as far back as 2010. She’s now sharing a lot of her insights at automotive industry conferences and of course, via her YouTube channel.
In the beginning Elise’s videos were very focused on the vehicle, which the customer had stated they were interested in. The vehicle on the lead, whether that was received via email or form filled out on the dealer website set the tone for the entire video. Her videos struggled to hold the attention of the prospect in todays busy world. They contained loads of information up front and rounded out at about 5 minutes run time a piece. Elise found that by pairing these videos down, to focus on starting that relationship with the customer, she had a lot more success and better customer response. Focus on the customer experience and the personal relationship, more than the vehicle and sales pitch right off the bat. You want to put the customer at ease, show them you are a real person and begin a friendship. Including video clip referrals from her past customers has also become a trademark of Elise’s videos which she send out to prospective new buyers.
This process has been tried and tested with exceptional success by Elise. Below is her process for contacting new internet leads step-by-step:
1. From your Office Line, Call the customer at about 9am.
a. Tell the customer that you have “Some Great News” and ask for a return call
b. Keep it short and non-specific but give your hours and contact information
c. Let the customer know that if you don’t hear back from them you WILL try them again later today
2. Send your Video email message immediately after your first call attempt.
a. Introduce yourself and your store
b. Tell the customer briefly what you discussed if you got ahold of them and thank them for speaking with you
c. If you left a voicemail, then give them your vehicle options that match the customer enquiry e.g. “We have the 2013 Honda Accord available in the red or white today”
d. Give the customer your direct contact information clearly and your On Hours in store
e. Make it Personal. Use the customers name and be casual and conversational
f. Keep your video under 90 seconds and under 60 seconds is optimal
g. Ask for the Call back and let the customer know that you WILL contact them again if you don’t hear from them.
3. From your Mobile Phone, Call the customer at about 11am.
a. Do NOT leave a message
4. From your Mobile Phone, Call the customer at about 2pm.
a. Again Do NOT leave a message
5. From your Office Line, Call the customer at about 5pm.
a. Leave a Message again with your contact details and hours in store today
b. Ask for the call back and explain that you WILL call the customer back again tomorrow if you do not hear from them before then
Some people may call this borderline harassment, but the simple fact is that the customer has requested this information, about a car that interested them, from your store. You may get some negative feedback on occasion, however for the most part it is your job to reply to these leads. Furthermore, you aren’t doing your job, if you don’t get in touch with the customer.
The goal is to Set an Appointment. You can’t sell a car if you don’t get that customer on the lot. How you begin your relationship with each lead will determine if you get that appointment set. Treat each lead as Elise suggests above and I bet you set more appointments. It’s our job to sell cars and put the numbers on the board sure, but giving the customer the most wonderful car buying experience should also be high on your personal agenda. Once you get the customer on the lot they can fall in love with the car. Videos and that personal touch will build trust and help the customer to fall in love with your store. It also removes the awkward from your first appointment as the customer feels that they have already met you and you can get straight down to business as soon as they arrive.
What’s your Follow Up Process? Are you utilizing Videos to Prospects? How are you accomplishing this while using CRM? Let us know in the comments below and share this article using the social buttons below 🙂
Original article published on Dealer20.com in late October 2013
Special Thanks to: Elise Kephart for allowing us to interview her and share her follow-up process within this article. Follow Elise on Twitter @theyoutubediva
In an age when you understand that your customer can price shop you in the five minutes you walked away to talk to the desk manager, simply by pulling out their mobile phone, how do you set your store and yourself apart? When price and availability of the vehicles on your lot can be so easily matched or beaten how will you set up not only repeat purchases but referrals from future prospects?
CRMSuite can Help:
- Excellent Customer Support –
You already have the sincere enthusiasm, firm handshake and winning smile locked up. Use CRMSuite to help you respond to Leads, Follow up with Prospects and Make contact with each sold customer long after the vehicle has been driven off the lot.
- Transparency & Responsibility –
You already own your sold customers and make sure that your store is with them from the initial receipt of the lead, through the sale and service, and back to their next vehicle. AutoPencil allows for total transparency during the desking process. Give your customer all of the numbers up front and in a clearly formatted, beautiful template which automatically calculates the payments etc. during the negotiating process. Never leave your customers side to go to the desk, and have your customer sign the deal right from the driver’s seat of the vehicle they love.
- Incentives & Rewards –
OEM Incentives are great, but you want to give your customers a little something extra. Offer rewards for referral leads and use CRMSuite to track the lead sources and note customer rewards.
- Engage & Personalize –
CRMSuite is thee most Social CRM on the Market. Using proprietary algorithms and public information we match customer profiles with your customer records within CRMSuite. View your customer latest activities and recent profile photo right on their record. Link back to customer profiles so you can be prepared to greet them with your common interests and useful information to build value once you’ve set that all important appointment.
- Measure & Analyze Satisfaction –
Make goals for your team and implement ways to measure your customers satisfaction with them. Use the wide variety of reporting and MyDay modules to see all your numbers at a glance, updated in real time and drill down for detail right from your dashboard.