More and more car and truck buyers make their initial contact with your dealership via an inquiry over the internet. This trend is growing and many dealerships are already realizing a substantial percentage of their business originates this way. It is an irreversible trend.

Inquiries come from people. Because these inquiries come to us in the form of words on a screen we respond in kind. We’re set up to trigger autoresponders sending a “personalized” message via templates (form letters) customized by increasingly complex software packages.

Even when not relying on an autoresponder the reliance is on form letters (templates). No “connection” is made with a customer. You are just like everyone else. Don’t believe it? Inquire with your competitors and you’ll see it’s true.

Put the “people” element back into the equation. Utilize video email. You’ll get greater open rates and set more appointments. It is a fact that the combination of audio and visual stimulus increases comprehension and retention of your message. They will remember you.

People do business with people they “know”. With video email they’ll “know” you before physically meeting you. The difference between making a sale and losing one could be as simple as that “human” element and video email enables you to “connect” with your customer rather than merely trade words on a screen.

Experts say that national email open rates are somewhere in the 10% to 15% range. The graphic below demonstrates the open rates regularly achieved with video email.

Video email is 300% more effective in relation to open rates. This example also shows that the messages are viewed more than 1 time. High percentages of the inquiries convert to appointments set. Of the appointments set the percentage that show for the appointment is also very high as is the percentage that convert to a sale.

The image below shows what the recipient sees in their inbox. This is a static image in this article but in the persons inbox it is an animated gif and the salesperson is waving while the words “Click To Play” are flashing.

You can see the actual video by clicking HERE. Both the inbox message and the video make no mention of pricing. Also notice the calls to action (links) on the video itself.

The video email program also notifies the internet sales person that sent it immediately upon viewing. Within minutes he calls the customer. Invariably the person says “I was just watching your video” we say “you’re kidding me” they say “no, really, I just watched it” we say “well I guess it’s meant to be” and go for the appointment.

In addition to high conversion rates the gross per car from these sales is quite good.

It is common for the customer to respond to the video with an email exclaiming how "cool" the video email was. Ever had anyone remark or comment how pretty you made your text based message look?

Mike Stoner

www.quickvidconnect.com

I have ways of making money you know nothing of – John D. Rockefeller