December 23, 2013
What are you doing to inspire trust in buyers looking for their next car? If you’re having trouble coming up with an answer, video testimonials can do a world of good for your car dealership.
What’s at stake
Buying a car is a huge purchasing decision. Before they even step foot on your lot, buyers are taking advantage of review
sites to see who has the best reputation. At the same time, they’re asking for the opinion of trusted friends, even friends of friends – all before you’ve had the chance to dazzle them with a positive buying experience.
Video testimonials give you the opportunity to control when and how your dealership enters the conversation. When satisfied buyers provide you with video it allows you to enter the conversation much sooner thanks to the ease of circulation. Also, you can hand-pick which testimonials are displayed. That provides a great deal more control over the conversation than if you forgo facilitating the discussion between past and prospective buyers.
What makes a good question?
First and foremost, you’re going to need to get your staff on board before you start receiving testimonials. Without them actively asking happy buyers about filming a testimonial, or understanding what to ask – you’ll have little success getting the initiative going. Take the time to make sure everyone’s on the same page.
Clearly outline what they need to do to incorporate asking into the closing process. Go over the benefits of a successful video testimonial initiative. Once you’ve explained everything so your team has a clear goal of what success will look like – it’s time to do the asking.
Here are some examples of good questions to ask satisfied buyers:
- Why did you choose to buy your car from us?
- What would you like family/friends to know about your experience with us?
- Why would you come back to work with us in the future?
Generally, questions that require more than a yes/no answer do the best. Ask questions that will allow them to touch on factors that will appeal to other buyers. The videos may vary in length but asking one really good question will produce better content than asking a handful of bad ones.
Remember that you’re letting buyers do some bragging for you. So let them! Ask about service, how you found what they were looking for. You’ll get better at knowing what questions to ask based on where you’re placing testimonials. When you’re just starting out, dive in with the basics. You can always expand from there.