Six Tips for a Better Video Presentation
In this article, we’ll cover how you can start leveraging video as part of your communication strategy to save time, close more deals, and build lasting customer relationships that will drive your business growth.
- How Video Accelerates the Buyer’s Journey
- Six Tips for Optimizing Video Messages for car sales (preparation)
Table of contents
- Always begin with an introduction
- Make sure you have a good thumbnail
- Follow a fixed sequence
- Create added value
- Refer to reasons for buying in your video
- Finish off with a Call to Action
Tip 1: Always begin with an introduction
Always start a video message with yourself.
- How do you begin when you are making a phone call? You start by saying who you are.
- Greet the customer by name and thank them for the interest they have expressed.
- At the beginning of the video message you should always be in the picture, with the vehicle that it’s all about behind you, somehow or other.
Once you have introduced yourself, you can explain why you are sending this message. Avoid using jargon. So don’t say: ‘I was given your lead by...,’ or even worse, ‘I received your inquiry via our DMS system...,’ because that won’t mean anything to customers.
At the beginning you should always be in the picture, with the vehicle that it’s all about behind you
Tip 2: Make sure you have a good thumbnail
What’s a ‘thumbnail?’ The thumbnail is the first picture of your video. A picture that identifies your video, with the ‘play’ symbol on it. The same picture is included in the email to the customer and also on the video page.
A good thumbnail summarizes the whole video in one picture. This motivates the viewer to actually start the video. As soon as you start recording, the app counts down on your screen from three to zero.
Recording starts at zero. We use the first picture that is recorded as the thumbnail for this message. Bear this in mind.
Make sure you are ready with the vehicle standing behind you. This creates recognition straight away, which increases the chances of the customer actually opening your video message.
A good thumbnail summarizes the whole video in one picture
Tip 3: Follow a fixed sequence
Build up a consistent structure for your videos. Always display vehicles in the same way, so you can be sure you won’t forget something and you can present with confidence. Keep the best parts for last to keep the customer’s attention. Don’t begin with the interior, you can build more attention if you show that last.
In the showroom, vehicles are often tightly packed. The thing you want to avoid is moving the vehicle for the video, because that takes too much time. We advize to follow the walking route on the next page, then you can get a good shot of the vehicle at all angles without having to move it.
Keep the vehicle central and move around calmly. Keep the camera stationary for a few seconds at each corner; this makes the presentation seem less hurried. Use the holder while recording, don’t hold the camera in your hand. If you record hand-held, you will notice that the picture is much shakier than using a holder.
Start your video at the front left with the vehicle in the background. After the introduction, walk towards the hood, halfway through turn around and walk backwards to point 2. Then walk to the right front door, and walk backwards again to point 3. Stop at each of the corners with consistent pacing.
This way, you make a complete lap around the car, then do the interior, and end your video message back at point 1. You should apply this fixed order to make sure you don’t forget anything.
- Throughout the video, where appropriate point with your finger to where the customer should look.
- Do not slam any door or trunk lid. This makes a loud, unpleasant sound. Leave the door (slightly) open.
- Talk in customer benefits. Translate the product features into concrete benefits for the customer.
Tip 4: Create added value
While you are making your presentation you should be adding value. A common mistake is to list all the specifications of the vehicle. But the customer has already seen all those via the internet, before they contacted you.
Now that you have the customer’s attention you need to sell the vehicle and your dealership. What makes you or your dealership unique in comparison with your competitors?
Before you start using video, take a few minutes to think of 5 things that make your dealership or you as a salesperson unique, and refer to these in your video message. The advantage is that you will be making videos which are not product-specific, but which focus on what you have to offer; why someone should buy a vehicle from you.
It’s easier to add value in the case of used vehicles; after all, no two used vehicles are the same. The condition of the vehicles varies greatly between dealerships. This important aspect is often overlooked in the video, which is a shame - a missed opportunity.
"For example, “As you can see, this car has no damage from stone chippings; this car has not been smoked in either.”
How can you create added value? Here are a few suggestions:
- Damage from stone chippings
- Condition of the wheel rims
- Maintenance log book present?
- History of the car (delivered new by you?)
- Type of spare wheel
- Parking damage
- Smoker’s car, pets?
- How will you deliver the car?
- Are you offering a guarantee? What does the guarantee cover?
Tip 5: Refer to reasons for buying in your video
If you haven’t spoken with the customer, then their reasons for buying will not be clear. If you do know these, it makes your video much more powerful.The best sequence of events is to talk with them over the phone first, where possible. Because then you can tailor your video to appeal more to your customer.
Confirmation and experience
The customer has already selected you as a candidate to supply their next vehicle. They are just looking for confirmation. Can they trust you? Is the vehicle how they had imagined it would be? In the showroom you can convince them of this, but first, you have to get them there.
Start convincing them and begin building up that all-important relationship with the customer by showing them everything in your personal video message. Let them actually experience this vehicle. That makes it transparent; it shows that you have really understood them, and that gives them the confirmation that you are a good choice.
The end result: the showroom visit!
Video Tip: If you ask the right questions when you speak over the phone, you will get the right answers. And those are the reasons for buying which you will include in your video message. That way your message will tap into the emotion of ownership.
Tip 6: Finish off with a call to action
When the presentation is finished, step back into the picture. Try to keep the vehicle in view behind you. Thank the customer for watching, and then get them to take action. What you want is for the customer to respond to your message, of course.
So include a “Call to Action” in your video message.Y
ou do this by ending your video with a question. You want to get the customer to do something. You might also want to add a promise to this, for example “I’ll call you back later today, or tomorrow”, then you can be sure that the customer will react.