We used to make walk-around videos for our online leads, but it didn’t seem to affect our appointment to lead ratio on a noticeable level, so we eliminated this step in order to focus on other areas of our internet process. Recently the idea came back up in our managers meeting, and I was tasked with overseeing the reintegration of our walk-around videos.
I’m trying to come up with the best way to do this, so I have a few questions for anyone who has had success with implementing walk-around videos in their internet process.
Should I have the salespeople make the videos themselves? While I prefer doing it this way, I feel that with our current sales staff, we’re going to have a lot of videos not being made unless I decide to add babysitting to my job description.
Should I dedicate one person from the BDC to making the videos? I don’t like the idea of putting a BDC rep in front of the camera, since they typically don’t ever meet the customer in person, but at the same time I think this would be the best way to ensure that videos are being made and sent out in a timely manner.
Should every single online inquiry be responded to with a walk-around video? I’ve read some best practice articles that suggest doing this, while others have suggested sending out a video only after a customer has responded. Each of our stores average 500-700 online leads a month. Approximately half of those leads are actual customers who are in the market. It just doesn't seem practical to me to send out a video for every single lead, but apparently it's worked for other dealerships.
What has worked best for you?
Thank you for reading. I look forward to any feedback/advice I get on this.
I’m trying to come up with the best way to do this, so I have a few questions for anyone who has had success with implementing walk-around videos in their internet process.
Should I have the salespeople make the videos themselves? While I prefer doing it this way, I feel that with our current sales staff, we’re going to have a lot of videos not being made unless I decide to add babysitting to my job description.
Should I dedicate one person from the BDC to making the videos? I don’t like the idea of putting a BDC rep in front of the camera, since they typically don’t ever meet the customer in person, but at the same time I think this would be the best way to ensure that videos are being made and sent out in a timely manner.
Should every single online inquiry be responded to with a walk-around video? I’ve read some best practice articles that suggest doing this, while others have suggested sending out a video only after a customer has responded. Each of our stores average 500-700 online leads a month. Approximately half of those leads are actual customers who are in the market. It just doesn't seem practical to me to send out a video for every single lead, but apparently it's worked for other dealerships.
What has worked best for you?
Thank you for reading. I look forward to any feedback/advice I get on this.