If it’s been a while since you “secret shopped” your competition, fire back up that clever alias you created, submit a few requests for a trade-in value or a vehicle of interest or test drive or whatever and see what kind of responses you get back.
My hunch is you’re going to see more people responding with video than before.
In the past 3 days I’ve spoken with 10 car sales people, and all of them are using video in some way to communicate with their customers, and with varying degrees of sophistication. Some use a specific video app while others are just using their phone and nothing else.
All of them said their customers love it, and it helps them build a better relationship much earlier in the process, before the customer even sets foot in the door.
The point here isn’t the technology or how many car salespeople use video. The point is, if you’re not using video to connect with your car buyers, your competition is, and they’ve got the advantage, and it may not seem like it right now, but you’re falling behind.
A little secret shopping helps you figure out their approach, and what you do or don’t like about it. When the time is right to start using video, you’ll have some idea of where to start (and we can help). And the time to start is now.
