The Dealer's View

Andrew Roberts

General Sales Manager

“It's not a lot of time and effort for the success rate that we get from it. On average we are sending out 10-15 videos a week and are converting over two thirds of them. It gives us an extra edge over the competition and it helps customers to decide that we are the people they want to do business with. Because they can see the car much better than if they were only viewing pictures, we're finding that customers are now much more inclined to pay a deposit over the phone.”

Want these results? Contact us to find out more!

Name

Phone

C It Now Case Study: Budgen Citroen, Shrewsbury

Background

Budgen Motors are an internet-savvy 4 site dealership group, franchising Citroen, Peugeot and Alfa Romeo brands in Shrewsbury and Telford. Their website is exemplary, featuring multiple pictures, video live chat and a “reserve now” button next to each used car, but they wanted a tool to help convert more web visitors.

The Challenge

Over 90% of all car buyers research online before visiting a showroom. They want the ultimate in convenience. No longer will potential customers trawl 5 or 6 dealerships in search of that perfect car. Instead, the average customer will visit less than 2 dealerships to buy, often negotiating on the phone, via email or live chat. The challenge was to improve sales by utilising video in the process.

The Solution

C It Now video technology has been structured into the sales process. Every email enquiry on a new or used vehicle gets a personal video presentation. Within a few hours of the enquiry coming in, a sales executive spends 10 minutes taking the car off the forecourt to the special area at the back of the dealership where they do a quick two-minute walk around the vehicle. The salesperson operates the camcorder as they talk to the prospect directly, and the video is streamed to the internet. Addressing the customer by name and answering their specific questions directly results in a highly personalised video presentation. They then email the link to the video with a short covering note “Hi Mr Customer, thanks for your enquiry, just thought I'd show you quickly around the car to see it it's of interest”...

The Results:

65% Conversion!

Andrew Roberts, the General Sales Manager says “It's not a lot of time and effort for the success rate that we get from it. On average we are sending out 10-15 videos a week and are converting over two thirds of them. It gives us an extra edge over the competition and it helps customers to decide that we are the people they want to do business with. It also works well with telephone enquiries. If a customer sees something in Auto Trader for example and calls us, we can do a live presentation while the customer is still on the phone. They can get a good view of the car without having to drive 40 miles – or considerably more – for a look.”