Live Video Presentations: Topping Service in Car Dealer Marketing
I can't believe how much customer service has changed over the last 10 years, since the rise of the internet. Industries now service customers through live video, chat and social media. Listening to this hilarious video of Asda's customer service department in action made me think about all the good and bad customer service examples I have heard about from in car dealers.
Unfortunately customer service in some dealerships is still outdated - there doesn't seem to be enough listening, which is unbelievable when you think a car for most people is the second largest item they will ever buy. Take my own, very first, car dealer customer experience. When I walked in I was immediately told what I wanted and stereotyped as a young man who knew nothing! Listening to customers is still not a well practised art. Don't get me wrong I think the passion salespeople have and the way they strive for sales is good but it has to be for everyone's benefit. Listening is something that seems to happen a lot more in live video presentations and the contrast in the way customers feel they are treated is remarkable (perhaps because they feel they are in more control.) The salesperson dutifully follows instructions, giving the customer their online video demonstration - effectively a live video walkaround the car - and conversion rates are high. Totally different to my car dealer experience! I really couldn't believe how well the online video demonstrations are opened, and the sales treated and closed. As for the shop floor I think outdated sales tactics need to change. After all, when customers are looking for a car these days, they do all the research they can and may know just as much about the car as you!
Submitted by Steve Gleadall
