The Dealer Playbook
The Dealer Playbook

Episode · 7 years ago

Andrew Myers: The 5 Step Automotive Video Sales Process

ABOUT THIS EPISODE

 

Video is hot with consumers and we all know it. You, us, everyone is engaging in online video most likely on a regular basis right? 

 

So many of us today are using video "in our business" but are we really using it "in our business"? 

 

It is one thing to have a library of good videos, then it is a whole other having a solid strategy on what to do with those videos.

 

DPB session 18 we sit down with Andrew Myers of What's Next Media, a automotive video firm to talk not so much about video creation but more so video strategy. 

 

The reason why Andrew is perfect for this session is he has a easy to implement video strategy and dealer can execute on their own. 

 

This proven strategy is 5 steps that Andrew reviews in detail on the session

 

1. Introduction - 3rd Party Vehicle Listings

2. Short Story - Your Webpage/Presence

3.Presentation - Your First Response/BDC

4.Close - The In-Store Experience

5.Rehash - CRM & Remarketing/Retargeting

 

Do those steps sound familiar? Well I should hope, it is only the showroom sales process that has been trained by many for many years. 

 

So why not do that exact same strategy, but use video to provide the experience? 

 

Hit the download button and get dialed into this value packed session about video strategy. 

 

So you have some videos now?? What are you going to do with them? 

 

Get more from our friend Andrew Myers from What's Next Media at the links below. He is all in when it comes to video for sure. 

 

Whats Next Media Website

 

Andrew's Facebook 

 

Email Andrew 

 

We want to hear from you

 

Sound off below with questions, opinions, facts, ideas, hate, whatever it is we love to hear from ya :)

 

The Dealer Playbook loves you for spending some of your valuable time with us. 

 

Keep Making Things Happen. 

 

 

See you next week, close the month strong!

You're listening to the dealer playbook podcast, episode nineteen. Here we go. You're dialed into the dealer playbook podcast, where it's all about winning auto dealer strategies that deliver proven results. And now your hosts, Robert Weissman and Michael Cirillo. Hi there, Michael Cirillo and Robert Weisman here, Robert, how you doing? A man, I'm doing great. Everybody. Welcome to the dealer playbook absolutely, episode nineteen of the dealer playbook podcast. Today we're going to be talking all about the impact that using video in a five step sales process can mean for your dealership, in in translating into more money, lower cost per lead acquisition. And you know something that you, Robert, can attest, who is providing a better experience for automotive shoppers where they are already shopping for vehicles. Now you you know, we hear a lot about the value of doing video at the dealership level as well as from a personal standing, a personal branding perspective. But I know from my own personal experience that producing video can sometimes be a daunting task. But I also know that there are very few things in the online world that can deliver such impact and value, and that value, I mean, translates into, like I said, money for Your Business, and that's like video. I mean that's one of the things that myself and you, especially Robert, definitely know for sure that that doing video and doing it in the right places and in the right sequence can translate to profitability. It's all only good can come out of good videos with a good strategy, though, and that's key, and that's what our guests today is going to talk to us about. Yeah, so we, you know, in thinking about video and how to use it strategically, we couldn't think of anybody better to speak on the topic, and that's why we've invited, you know, video creation and production expert, our friend Andrew Myers from what's next media, to be on our show today because, you know, honestly, we've never seen the quality of video production like what he does, but, more importantly, the ability he has to penetrate the market on behalf of dealerships with this five steps strategy that we're going to talk about today. Now, this, of course, is not a sales pitch for anything, but really there's just so much value that we're going to deliver and that Andrew is going to deliver so that you can build greater awareness about your your products, your services and your dealership by using video. And just like that we are here sitting down with good friend of mine and a guy that you know, can probably maybe even talk more than me. Definitely, Andrew Myers from what's next media in Seattle, West Coast Rington. Is that where that...

...is? That where we're? That's nice. Exactly where we're going to be. Yep, rain on my window. If you need proof, Oh really, and all of us, everybody. If you I don't know if there's time to sign up, Michael, you probably know better than me. Or You, Andrew. You guys are both presenters. Jim, our friend, Jim zigglers. Internet battle plans going down out there in the next couple weeks. We're going to be in you know, guests in your town here soon and we're prompt. I'm pumped and you guys will absolutely love it. We've got a twohour workshop on the third day at the Internet battle plan, at least capt part, and I to go over this whole process. So how not just to a lot of what we're going to talk about on a call here today? Actually, this is going to be a little bit of a free preview. Awesome, awesome. So then I'll be able to take a nap at that time then, because your I'm already going to get it right now, right reporting it either. I'll be there, no doubt. Wait you can map out. So again, answer. Thanks a million for taking the time to to get to you know, sit down with us, man. We appreciate it definitely. So we you know, we talked in the pre show a lot about you know, there's lots of people out there talking about how to optimize video and how to get it ranking and search engine and all that kind of stuff. But I think you know, the unique angle that that you come from, Andrew, is that there's a strategy that you have behind video to, like we mentioned in the pre show, have enough of an impact on the market and on automotive consumers to turn them into paying customers. So that's really I guess the first question for you is, let's let's talk more about the strategy that you have that's proven and tested. Instead of, you know, talking about how to create great quality video, what is the first step to attracting or having an impact on the market with video? Perfect question. I know this that in old school marketing. The first question that was asked that any time they got together to build a marketing brief was who's our target customer here? And there's a big difference between a customer that you're trying to attract into your funnel and a customer that's already in your funnel and already wants a car that you sell. You just got to get out of your own way. So the very first difference for us is just a philosophy difference, where I don't want to see everybody, but almost everyone that pitches themself as a video company is selling the opportunity to get new people in your funnel with video. So first and foremost, I think that from a dealer's point of view, the focus with video is how do I build products? How do I design products for people who already or in my funnel, already on my website, already watching my listings, already contacting my BBC, possibly already even test driving my cars? So how do I take video and make it for those people were a it doesn't cost anything to show it to them and be it has the greatest tractionable difference because these are people who are basically already potentials of yours, and so is there a step by step to making this happen? So I mean if somebody, like somebody, already...

...has a lot of these prospects in their funnel, what types of videos should they be creating to catch them? So everybody already has these types of these types of these types of prospects in their funnel. I mean there's not a dealership out there that doesn't receive web traffic or or doesn't, you know, receive vdp openings on their listings. So for the most part, what we try to focus on is videos that would give the customer a reason to buy from you. So if you come on on the lot, you know you don't want your sales guys talking just about how Great Chevy is, because that customer isn't being given reasons to buy from your store. So we want to focus on video that's that's great content that the customer wants to talk about already, so that it's not advertising. But then make sure that it's offered as presented by offered to you by the simplest answer to your question is making sure that the dealership can claim ownership over that content so that they could offer it as something that they give. So when you give you an example, at least cap part are new regional branding manager, everybody knows that she used to have a drink machine that was in her right there at her station selling cars, and she didn't do that because she didn't want our customers to be thirsty, because the dealership has a drink machine. Also, she did it because she wanted credit for being the one that solved their first so if you look at videos the same way, I would say no matter what type of videos you make, whether it's testimonials or brand statements of value or department statements, what matters is that you can present the video as something that you made for them and perhaps a reason to buy from you if they like the content. Okare I mean makes complete sense, and I mean basically a lot of the things you mentioned. Answer question is going to be Badans. Yeah, well, and not only that, but there's ways to say this is for me and ways not to write. So if you're leasing content and you just saying, well, I got a video already, or if it's a nongeneeric or if it's a completely generic video that you're sending out, then you're just solving that. Customers Thirst for information, but you're not getting credit that you solved that. You went the extra mile to be the reason they're not thirsty. Fair enough, fair enough, I got you. So and then you said something about is their steps. You know, there's been a proven five step sales process. You know, from Jim ziggler to Joe Verty to everybody forever about how to slow the customer down and avoid price and see the custos. See to see the process as a five step process. So introduction, short story, presentation, close and then the second sale, obviously, with a fifth step being rehash, rehashing of a customer. So we try to break the digitally the dealers, and this is what our workshops about. We try to break those digital funnels down into those same sort of steps, with your introduction being your listings and your third party vehicle listings, the short story opportunity being your actual website where you tell a little bit more about yourself. The presentation is actually above your dealership, not of the product, because they're shopping for the same product from five or six dealerships. So we called a presentation...

...your BTC response and what you're able to impress upon them at that time about why to buy from you. And then the clothes would be when that person arrives at your store and having videos that are on stickers, on cars, on key, on Kias and stuff like that, and then ate it into the sales process of something there and yeah, and that doesn't cost any money. So that's a that's a big, big thing to point out is that when you pay a dealer or pay a vendor to go outside your funnel and try to get new customers, the closing rate on those customers is probably a little, little less than the guy who's already on your lot. But it's free to talk to the guy on the lot. It's free to impress the guy on the lot with video that it can't be left, that can't be undervalued. No, no question. So we're I mean, let's talk to, you know, the dealership who's just getting started with video. Where's a good place for them to start to get into and start making an impact on these in funnel consumers? We've got a Matt, Matt Welch is a good friend of ours out here in Seattle and he did a he did a Webinar with cobalt and you know, he said that it took him really a long time to start to see the first signs of traction, but that, just like pushing a bus, once you got to go at it, it took off a lot faster. So the first place to start is some a place that you'll be passionate about and a place that you can follow through with. You you're not going to do yourself any favors to try out a video idea because you're not likely to have the phones blow off the hook right after you put it online. So it's really about a commitment to it being a strategy less than it is. which video do I make first? You know, if you're interested in and sting rays, you know, go make a five or six part series about the sting ray. Start there. You know, if you just lost a deal because the guy didn't want to drive ninety miles and he wasn't sure you had a good detail process, you know, go talk to your detail guy and have him give a breakdown of what he does on every single car and then splice in a customer, you know, confirming that they drove a far, even if it's on the phone, and they had a good experience. You know, make make a video that will solve a problem or make a series of videos. But the obvious answer is testimonials. You know, customers want to hear a social proof and they want to see that other people had a great experience at your store and they want to hear about it from them. So that's an easy, easy place to II one hundred percent agree with you and being the lucky guy that that does a lot of deal dealership website composits for twenty groups and stuff, that's being the one of my awesome tasks in that it's it blows me away the lack of video testimonials on dealer websites out there, because that is just my famous saying, like what I love to say. That's low hanging fruit. Right there, guys, is is some would that key? Somebody drop a key or something, dropping the key every time you drop something. Oh there, you get that. I get sound like coinsun a fish. Yeah, I mean it's, it's it's he's got the live sounds that you know. There we got the beating drop and stuff. The it's such low hanging fruit on there...

...and in it the like that compared to like the dealer radar like feeds going through and those written testimonials. I mean, I don't how do you present times testimonials in a way that doesn't, you know, make you sound like you know, hey, look at me, Hoity toity. Do you know what I mean? I mean are the testimonials? So you mentioned this five step process, the introduction, the short, solid presentation, close in the Rehash. Can you give us an example of where and what those things actually are in terms that that would make sense for for the listener? Yeah, I mean, I can. I can walk you through them just real quick. I'll give you that this field version here. So introductions, when you first make contact with somebody, if you're selling a normal goods or service, they don't care about you. They don't care about the goods of service. That's the point of an introduction, is to just be attractive amongst the crowd, right. So, using auto trator as an example, you can sort for relevant videos with any given piece of inventory for no additional money than what you already paid all the trader. So let me give you some examples of what that looks like. So this is a dealer that could make a Weieno muscle cars video. Go Into Auto Trador, upload that video takes maybe two minutes and say on new or used, on every single piece of inventory that I sell that has a five point leader va or bigger, show this video and auto trader will do that automatically, instantly every time, for twelve months from the time you upload the video. Wow, so this is a situation where you could get a pre owned muscle car and that's three years old. The office, the people of the office, are able to put it into your back end tool, auto trader pulls it the it's not even out of the detailed bay yet and you've already got relative video content associated with it and the picture guy doesn't even know it's there yet. How many? How many others do you think you're actually doing anything remotely close to what you just said there? All of ours are okay, fair enough. So. So, seventy five or so, I guess cool is really not a lot, but to give you an idea, and there's so much traffic on auto trader, I mean it's that not for nothing like like it. I love it. There's a lot of traffic go on there and a lot of cars on there. So something like that with a that's a super great nugget. I mean something like that with a vide you know of it's going to make you stand apart instantly. You know any well, and not even the video, because they don't see the video until they open your VDP right. So you could even you could even back up another step and say if you get a hundred vehicle opens in a week, that you know how auto trader works. It returns a field of ten and they select the ones they're interested and when you do a search, so you're probably in that field of ten a hundred a thousand times. So that should that's a number that could look like nine hundred unsulds to you if you look at it with the right pair of eyes. So what's important to point out is that when a customer searches for a jeep door, you know, a Durango or something, and they get ten of them, they're almost exactly like what they're looking at. Their inclination is going to be to open the one that's closest to them, the cheapest one and...

...the one with the most content. So you could literally, you could upload, for cat videos to every piece of inventory and your vdps sore and they wouldn't disappointed with something. Try to watch them. It's essentially optimizing your auto trader listings. Is What it comes down to, like to the Max. That's great. Does that? Does that go the same for the CARSCOM and the other the other players? Well, it definitely goes the same for the other players. CARSCOM has been a struggle for me and for a lot of video vendors to deal with. They they have a system that's a little more difficult. You can still associate one video pro one car. You just have to do it manually. What makes auto trader so awesome is you could spend two hours on this and never think about it again for a whole year. I mean and and you could. You can pair these things based on the exact same criteria that you use to search autotrader. So let's say that you wanted to take somebody looking for a tenzero vehicle or less and and hit him with a payment switch video, because that's what that buyer is right. So I mean you can really merchandise the entire thought process of the buyer based on the inventory they're looking at, and not just pair up specific video with a specific model, which is what you can do on a lot of the other types of services and the thing I love about this too is, I mean this is the introduction phase, like we talked about, and I mean what better way to make a first impression online? I mean this is a perfect example of how to do that. Yeah, you hit it right on the nose. You know, you it's easy to look past perception, but it's the first and most important thing and it sets up a relationship with that customer where you're providing more, you're being relevant and you're not wasting their time and their perception is immediately going to be that your dealerships probably a little cleaner there, people probably know the stuff a little better, coffee probably taste a little better. You know, this is something I talked to the team about. To it's or whenever we're, you know, speaking with dealerships, is like hey, look, think about the message you're conveying if you're willing to make the effort. Pretty Sale, do you know what I mean? It's immediately, like you said, it's out. We're cleaner dealership. We respect our people, we are going to take care of them because we're willing to put the effort in before we even know who they are. If I'm looking at an old muscle car and the GM POPs up there and tells me he's a muscle car guy and and they stock more of them and work harder to know more about them a more importantly, they're gonna understand how cool it is that I'm buying this thing that you know that is going to if I'm not interested in the muscle car, I certainly interested in that manager in that dealership now, because they're building a relevant conversation with me already. I mean that's a whole other, whole other, and yeah, end of the spectrum. All right, so well, they done. A second spectrum then, is a short story. Yeah, Short, so short story. I used to sell toys door to door. Short story was the most important one to explain why you're in somebody's face for a coloring book, and it's an important element to just say a little bit about yourself and where you came from. Like the magazine people always told everybody they were from a college and you know. But seeding into who you are and why they should buy from you is what the...

...short stories all about, no matter what you're selling. So in this analogy we call the short story. The dealers actual website and a lot of dealers have websites that are extremely similar to each other, and you, guys, am sure, could speak to this. You know better than I and being unique in being individual and putting social proof right. You said, where do you put the testimonials? You put them right there on that website. And you don't say look at me, you say you know want to hear from your peers or you with an opt in question. Don't trust dealers. You know, listen to the customers. Check it out, but by merchandising, whether it's product related videos like the ones are company makes or that you made yourself, whether it's a why by here video that you've made with the staff member, or whether it's testimonials with guests, all of that content fits great on your website if you don't focus on actually leaving the video itself on a given page, but more a banner that offers the content that video provides. And then you can put a banner anywhere on a website and it really makes it look sleek. You can take your own smiling faces and your own assets that you made these videos and you can put a banner or whether you had, you know, not to pick out anybody, I guess it better or not, but whether you have the worst or the best, you know, website provider, you can put a picture on there. So it makes it so much easier to you know, for an example, cobalt. Every voltswag and dealer has coal ball and you cruise around it look really similar. If you go to some of our clients, it's original assets and its smiling faces and it offers a video and play buttons. And even though Coal Balt isn't great at that, it looks like they are. And we've posted all the imam page. Yeah, right, right, no doubt that out. And that's and and, Michael, I mean how that's that's right on the like talking about like click you know, with clickable banners and more stuff like that, instead of like the video sitting in your front page play, you know, like the little player sitting in there. That's, you know, superstitioned. We yeah, yeah, I mean that. That thing too, is that this is actionable, you know. I mean this is conversion stuff, right, your and brand storytelling stuff, so you're actually putting something on your home page or somewhere on your website that gives people an incentive to click. It's like, yeah, I do want to hear from my peers or I do want to hear about what experiences people are having here, or even from a search engine perspective, when people are searching for reviews about your dealership, to have those relevant pages from your website pop up and, like you said, Andrew, the social proof to say, Oh yeah, this is legit, this isn't you know, a harvested yelp review or a Google Review. And they don't, they don't have to click on it to feel the weight of that person saying you're good. You know, they can pass over it. That's what's also proof is supposed to be. Love it very good. I'm all right. Next, but what's the so we're on the storytelling aspect. Yeah, well, so presentation. So if you came in on the lot, my greeting would be all about eye contact, my introduction, making...

...a good first impression. My short story would be to tell you about this weekend sale and the presentation would be what you know, the meat of the product. So that would be the walk around. So in this instance the presentation is your first initial response from your BEDC that's when you first start selling. So it's important that that that presentation will may point this out first, I think a lot of people think that their BEDC is responding to a honna civic lead and that that that they're trying to sell a Honda Civic, and from my point of view, that couldn't be less accurate. That person probably sent a lead to three other Honda stores. They're sold on the civic. They're trying to figure out about you. So what's important to point out is the presentation is not of the vehicle but of the dealership itself when you send a BETC response, and that is something that I think is lost on probably ninety percent of the beat respond BEDC responses that are going to go out today. That's again, that's good. I mean, I can't wait here. Here you go there, it is boom and you know it, leason. That makes to that better than any band. And I mean, and I was just going to say, you know, at least the way she did her follow up videos, she was presenting, Hey, yeah, you were checking out this vehicle, but then it was also attached to this kind of like, I don't know, montage of testimonials and stuff, and why buy from me? That? That, I think, is where the kind of the success of her process lies in and I think you know, just like you said, you hit the nail on the head there, which is that dealerships aren't thinking of it that way. They're think they they've kind of invested their thoughts into, you know, subscribing to while if the customers asking about this vehicle, then I need to give them information about this vehicle, not realizing how many other competitors that they've already searched out. They're sold on the vehicle. That's why they're asking you about it. Now let's show them why you should buy this vehicle from US and none of the others that you've checked out. Yeah, well, and a Hus if you started today in the car pet business somewhere and they were teaching you how to do a walk around and take ups, you would hear the phrase slow the customer down no less than seventeen times a day for the first ever. Yeah, first year, right. Yeah, I mean everybody addresses that. This is the goal of of a shopper. I mean what my first day selling cars, I was making laps between the guy trying to change lightbulbs and the sales manager trying to get a better price out of both of them until I could put together a car deal. And I didn't understand why, if he didn't want the blue one, I should still bring them inside, why I should sit them down, even though we seem to be a ways the way on price. And you know, as you get in the car business, you learned that that is what we do, is that we turn these doubts into certainties. We slow the customer down, we offer reasons to buy, we even avoid price. I mean literally say that out loud and it we mean it. We avoid price and we slow the customer down. And if you look at a lot of these websites, they are an ice loge covered in Greece, to a price and then an exit sign. That's a good one. I like...

...that analogy. I'm going to, I'm going to, I'm calling there. It is bom and you know what, and that's exactly what I mean. So many, I don't know where, why and how we've been conditioned to think that that's what the customer wants to hear about, when there's so much that happens in shaping their purchase decision before price is even an issue. I mean, or maybe it is what they want to hear about, but just not what we want to tell them. Well, and I mean well, I think of my own my own experience. I mean my wife and I when we first got married. I'm driving a two door coup but we knew family was going to be, you know, in our future. So thinking, thinking along those lines, I'm looking at my Torq two door coupe and anticipating getting a child, you know, a sleeping child, especially in and out of the back seat of a two door vehicle, you know, packing the thing up. I needed more, you know, I was more focused on features and and benefits to, you know, what vehicle could accommodate a family, you know, safety space, you know all those sorts of things, and it was after I had kind of work through those in my head that I was then looking for. What vehicle and what price or value did I put on those things? And, and I mean that's how it good. I mean initially, like I think initially to how much easier that process would have been for me if, like you said in the very beginning, who are you speaking to in the first place? And then let's get some content out there that speaks and addresses the questions that those, you know, specific customer segments, and a lot of the stuff that I talked about is about customer segments, because, you know, we throw around this pray and spray, you know, terminology all the time, and one of the reasons for that is because we never consider who the people are who purchase vehicles. And for sure, well, and not only that, a lot of people consider all of this stuff in terms of cost per thousand, that they they are playing at stock market game and for gone all the knowledge they learn stemon cards. Yea, yeah, exactly. An example of what you mean by that, Andrew. So, okay, so this is an easy one. You get into Seo, you get into retargeting or remarketing and and they use the term cost per thousands, and you know how many dealers will tell somebody this is a cruise of the most lowthful lethal example of this. Okay, Don you have a tenzero ups coming on your website every month and you're closing one percent of them. So here's my plan to succeed, and immediately it turns into how to get for Twentyzero thousand. Yeah, it's increase the traffic. Not, yeah, it does. It doesn't make any sense, you know, and it makes sense if you're selling a dealer a package where you can get him obsessed on this, on these simple metrics that can be scored. But the fact is eighty percent of dealers are in small market towns and there's no way you're going to make tenzero make it go from tenzero interested for ad buyers to Twenty Tho. It doesn't work that way. So there's an obvious drop off in the quality of the second tenzero. But, more importantly, if you focus on the inmarkt the first Tenzero, it's not this. This is simple map, but it might not be obvious to everybody that if...

...you spend thirtyzero a month on your ad budget and you close one percent of tenzero leads and you go to work hard on each and every one of those leads and looked at all of them as unsolds when you don't give them the right experience and they don't buy from you, if you budge that to two percent rather than to Twentyzero ups, then you have taken that thirtyzero dollars and doubled its values. So you basically taken thirtyzero of putting it right in your pocket and you and you will mathematically have doubled your internet sales, because dealers survive on one and two percent. To focus on closing at every last prospect that actually does want it for that actually is in your market and treating f every individual sale as a unique opportunity and looking at how many pause you can track your ups one at a time. There's a way to get into your settings and look at them that way and I know dealers. They do it that way and they're focused on just like you would be on the lot if fifteen customers rolled into your dealership and they got a price and they left, wouldn't you at least want to know which door they left out of? So you count lack it, you know, and people don't look at their website that way. You know, they might have one page that's attributing sixty percent of their bounces and they don't. They don't, you know, they don't think about it in those terms the way they would if they had watched two hundred prospects walk off the lot. So I guess my see you when you to want to treat them like a herd or treat them like a group or a metric, but the fact is those are a thousand individual people with a thousand individual situations and no heard mentality will individually close one of them, whereas even if you said I'm for he'll buildings and we say I'm nothing, to trust in it. You might turn off eighty of them, but twenty are listening for real and and exactly. And what you're saying right now resonates with me. I mean it's the concept of, you know, stop focusing elsewhere when there's acres of diamonds in your own backyard, kind of a thing, like they're all really just sitting there. So okay. So we've talked about how to use video in an introduction phase of this five step sales process. We've talked about the the short and the stool story. Yeah, we're store, we're talking. We've talked about presentation and why buy from US using video. What's the next step? So when the customers in your showroom, your goal is not to get them to watch a video and hope that the video sells for you, you ridiculous. The goal and Hab in video in your showroom, it would just step forth closes, is having it as part of the customer experience when they're there test, driving and deciding to buy so the reason that you do that is just a demonstration of value. It's the same reason that you clean your cars. It's the same reason that you put a coffee machine in there and a vending machine, the same reason that you clean the bathrooms and spent two million on a building in the first place. So back to something I said in the beginning about a lease and her in her soda machine. It doesn't the goal is not the coin the customers thirst, it's to get credit for doing so. So to make these content. And you know, we make a product video for most of the major brands that we can put the their license plate on. So, like we we have...

...a lot of customers where this step is the the least utilized step out of all of the ways they use our product, and it drives me nuts because it's so heavy. Yeah, I mean, and these are these are buyers. We filter it out the tenzero down to these ten people who are going to come in today. We want these people to hear look what we made for you be impressed with the money we spent. You know, check check out this, watch this, feel this, not because the video will sell them, but because the perception of who we are will sell the yeah, and it's engagement and it makes it different than the experience down the block. And that's all you can really do except give away money, not less on the car or create a whole experience. So that's that once goes hand in hand and you know, using ipads and a bunch of different ways you can. You can bring that into it. And because some examples they're just quickly rubber. We've got dealers that put stickers on cars. You can texto on Oh and get the stick get the video right on your phone. We've got ipod kiosk next to that car that's in a trade denile. So as you pull that car and you can just switch through the new videos, or it's you sitting there going to get numbers from the desk and you leave a video on for you know, put a couple videos on. But I like I used to demo this a IPAD selling system. I'm not sure if it if it really panned out for the long on or not, but this was early on and I liked it. Just kind of gave me that kind of like apple store feel a little bit. You know what I'm saying. I'm like handing it to people and engaging, and this is one of the IPAD wasn't, as is out there and you know, until it started, you know, going through all the price breaks and stuff, so they didn't see them every day. All right, so give us so for time purposes, man, because this is what we do. We go, we ramble on. Let's hear we still got one more, right that? Well, we do, we do. We do have one more. It's important to point out that the the first for are extremely important because they're free. The fifth one, being the rehash, does leave the funnel att bit. So the fifth one, just simply, without getting into details, is using video to do targeted remarketing, using video to contact customers that have already been on your site and do instream ads and pre roll ads, and then using video in your crm to contact a buyer and bring them back. So having a model video and contacting somebody on their anniversary and having that part of the presentation that you're offering them or showing them your detail bays through your crm. So the fifth way is rehash and it's just simple. The second sale, and we could talk about it for hours, but it's not always as free as the first four steps. So it's just basically using your crm and using paid remarketing and using video that to bring people back the second time. But it's still falls into it, but it's still there. Still are some angles that you can go through that that are for that don't cost you anything to do those, though, right like with the crm and plus, though, when you talk about cost on a lot of this stuff online with videos, you're not talking about a lot of money either to get it. Compared to what the media that dealers do now, I don't know anybody that spends more than two grand a month on retargeting with our videos, and that is to have us put twelve in stream ads in front of every single opportunity that they that hits a...

...video on their site for two weeks after they leave the site and they still at the end of the month. It's like eight cents per impression. They end up spending one fifty hundred bimings. Forget it. That's that's unbelievable. All right, well, listen, that is about it for us today. Wanted to keep it around like the thirty minute mark. Michael, you got anything to add? No, I think this is such valuable information. If you're not taking away and can we get the key drop here? If we're not, if we're not taken away massive amounts of value from how to use video in the five step sales process, then I don't know what it will Andrew Man, thank you so much. How do people get Ahold of you to learn more about this, because you're clearly an undisputed by to be the first answer, I'll be around all here. Just this year. Yeah, just this year. I'm hoping it that. I'll be done now. Internet battle plan is the first and easiest way to get a hold of us. If you can't make it out to Seattle, you should rethink that. But if you still rethink it and can't, I'm going to be recording our entire presentation and workshop. It'll all be on our website, which is what's next? Stop Pro Dot Prro and people can reach me anytime at a Myers Amy Ers at what's next? Stop Pro and I'll even fill my cell phone out here. It's zero, six, four, seven, eight, hundred and eighty seven two one, no inappropriate sex place. Yeah, and I'll have I'll put everything like that to the that I'll put everything into the show notes for everybody all this contact and stuff will be there and just like that, everybody. That was my friend and you know, video expert, Andrew Myers. Michael, like I mean you and me, we're both, you know, big into video and love everything that has to do with it. And and I know I was picking up a little bit from him there and I can see how, you know, everything he was saying was was really, you know, hitten home and making sense. What would you think? Yeah, I mean, there's no question that he's the guy that knows what he's talking about. I love, like I said in the pre show, the fact that there is a strategy to video. It's not just about, you know, jumping on Youtube and optimizing. I mean those definitely have value, don't get me wrong, but I mean it's like now there's there's a bigger way, on top of all of that, to use video strategically and sequentially to to drive qualified business to your dealership. And and I love what he talked about using what's already in the funnel. And we never really think in terms of that. We always think in terms of new customer acquisition, people that haven't had any interaction yet with the dealership. But to be able to look at WHO's already in our funnel and capture their attention and provide an experience Dans for them that's unparalleled but that they're not going to get elsewhere and drive that that the or give a good enough reason for those people to do business at your dealership. I think that's so powerful. Yeah, now, I...

...agree. I think that, like the auto trader thing, guys like that's that was super valuable. You know, action for you to go back at Internet me, if your Internet manager whatever, or bring that to your team or tell that to that person, bring that idea to the table, because if you're paying for auto trader, you're paying all, you're paying some serious coin. You know what I'm saying. So cost no extra. Do it. So get the most out of your listing. I thought, boom, he's open doors, he's open there. It is all right. Oh Man, buddy, the dealer playbook, episode nineteen, almost at the big twenty. Thank you so much for, you know, sitting down with us today. We're so glad you you made it so in Hey. I mean, you know, just completely grateful and thrilled about all the support we've been receiving in the comments and feedback. We're getting at the dealer playbookcom people are commenting on the show notes and we're engaging with you. I think it's so incredible. Don't forget to subscribe. Fill out your information in that Web box that we have there and subscribe so that you can get the latest episodes deliver right tier in box and until next time, we'll talk to you then.

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