The Dealer's View

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Andrew Gallacher

General Sales Manager

 

"Essentially C It Now has helped to sell the cars I bring in at the highest possible price, marketing them to the widest possible audience. Since we have been using the C It Now system, our sales have increased by 30%”


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C It Now Case Study: Mercedes-Benz of Hertford


Background

L&L is a privately owned company that operate three Mercedes-Benz franchise dealerships in Hertfordshire, winning the market area territory in 2002.

In 2008 L&L were honoured to receive two high profile awards - Sales Retailer of the Year and Finance and Insurance Retailer of the Year. The latter was also retained in 2009.

  

The Challenge

Customers are increasingly making their decision about the car they want to buy online. “We create three minute video presentations of our cars with links on our website. Our objective is to make them really engaging - not just the usual walk and talk presentation, but something that will connect with the customer emotionally,” argues Andrew Gallacher, Market Area Sales Director

The Solution

Gallacher made the decision to invest in outside help from a training consultant, but one with a unique difference – a TV presenter with many years experience of TV shopping! Coming from a completely fresh angle, the trainer was able to provide some excellent advice regarding the use of video to sell to the invisible web audience. John Thompson who has complete responsibility for C It Now at Hertford, is now providing a stunning range of demonstrations designed to engage and encourage customers to choose Hertford when considering a new Mercedes-Benz.

 

 

 

  

The Results:

Currently Hertford have 100 visitors a month watching their videos. This is expected to rise significantly in the future.  What is interesting, however, is that after training, one of Hertford’s videos is now watched 3 times more, which clearly demonstrates the level of engagement from customers who are watching.  This kind of engagement is also viral - news of good videos spreads and that is exactly what Gallacher is banking on.