Congratulations to our December Partner of the Month, Longo Toyota of Prosper. Michael Lankford, Sales Manager, has been in the automotive business since 2014. He understands the impact of video in automotive and has implemented it at his current store motivating his team, leading to an increase in cars sold each month.
Give us a quick intro. Tell us about your store, your career in automotive, and what you do now at your dealership.
“Our store, owned by Penske, a customer-oriented company, always focuses on guest care. Penske goes above and beyond, ensuring guest satisfaction, even if the guest isn’t always right. I’ve been in the auto industry since 2014 with Toyota and Hyundai. This store is owned by Greg Penske, with the same principles as Roger Penske’s group. It’s a tight-knit, family-oriented company, which is why I chose this Toyota store, the only one owned by Penske in the area. I’ve been here about 7 years, building our community reputation.”
What were you doing or using before starting with video?
“Previously, we used a built-in video system without a call to action, resulting in fuzzy or inaudible videos and no engagement prompts like scheduling or confirmations. Since adopting Video for Sales, engagement and customer trust have increased. Customers appreciate confirming a vehicle’s presence, which builds trust and opens communication with the dealership effectively.”
How did you get your team on board with sending videos?
“It’s a little easier when you’ve used it. I was honest, saying when they first released it at the other store, I thought, “Oh no, not another app when we already using so many others and taking time away from other things.” We were forced to do it, saw results, and thought, okay, it works. They even offered a bonus for the most videos sent in a month. I sent a bunch of intro videos to every customer, new leads, and sold customers. I sent over 1,000 videos in a month, usually selling 20-25 cars a month, but hit 36-37 that month. 12-15 were people who saw the video, knew we were there, and found everything they needed.”
How do you measure success with sending videos?
“We always do early manager events, introducing ourselves and asking how customers found us, as we’re newer to the area compared to others here for decades. Out of 10 customers, three or four say, “We saw the video you sent; it engaged us more.” Others send generic emails, leaving them unsure if it is a person or a robot. Seeing or hearing a person in the video gives comfort, knowing there’s a car and a person to talk to at the dealership, versus being swarmed by 100 people. Customers appreciate the comfort level, so we just talk to the guests.”
How are the results compared to before using video?
“Video for Sales is significantly better. I’d have to run a report, but last month, the first full month we’ve done it, we sold 25 to 30 more than usual. I’d say 20 of them were from the video. So, at 10 to 15% if not a little bit better. So that’s good.”
How has your experience been working with the TradePending team?
“I’m on a call once or twice a month with the TradePending team. They are interactive, engage with us, and send emails here and there, not too many, not too little. It’s a sweet spot. They say, “I know you all know how to use it and work it, but here’s a refresher, some tips.” You don’t get scripted interaction; you get genuine, personalized support. That’s a big plus.”
What does the future hold for your dealership?
“We’re growing, going upwards. Like any new business, there are bumps, but it’s just about finding better processes. For example, with TradePending, we used videos for CRM like DealerSocket, but when that didn’t work, we switched to TradePending. It’s a big growing area, so we’ll get more customers and sales soon, and it’ll be busy for sure.”
Congratulations again to Longo Toyota of Prosper!