UP Your Game, Your Competition Is!

Wow, COVID-19 has changed the automotive sales industry. Am I right? If you have been selling cars for more than a year, you know this to be true. And if you have been selling cars for less than a year, you might not understand how things have changed and more importantly you are probably missing critical steps to the sale because of these changes.

What is the biggest change since COVID-19 changed the world?

Every time I visit a dealership both managers and salespeople alike tell me that more and more customers are buying cars online or over the phone. This is not necessarily a problem with the exception that it lends towards skipping the value building steps of the sales process leaving you with nothing to talk about with your customer other than PRICE. And we all now that if all you have to talk about is price you are going to lose.

How can you prevent this from happening to you?

Easy, Up Your Game by still completing these value building steps of your sales process through the use of video. I recently saw this video posted online by a very close personal friend of mine, Rod Helaire, from Coliseum Lexus of Oakland.

Now, this video is all about generating interest in a unique pre-owned vehicle to a mass audience based upon a generalization of unique features and benefits this car possessed. I happen to know that this vehicle sold for full asking price that very weekend. Sounds great doesn’t it?

This video was shot and edited with a smart phone. It did not take any special equipment or even any special talents in video editing. What it did take was the initiative by Rod to UP his game to make something special happen. I am not saying this video is perfect, nor is it exactly what I would have done. Sorry Rod. However, what I am saying is that it is a great video that worked! It is also more than most of your competition is doing.

Two ways to use video to Up Your Game:

  1. Prospecting – Like the video example Rob put this video out on Facebook and LinkedIn to prospect for customers interested in a special used vehicle like this on. However, you can create prospecting videos about new product, specials, your dealership, yourself etc. Sometime just reminding friends and family that you are in the automotive sales business can pick you up a few extra sales per month.
  2. Value Building with a Prospect – Just like you would present a vehicle to a customer when they are in front of you, you can shot a simple video to build value based upon the benefit to the customer. This has become a majorly missed opportunity for most salespeople because most are not doing this, and it can be a HUGE differentiator between you and your competition.

These are no where near the only ways that videos can be used to help further your sales career. These are only meant to be thought starters to help you get your creatives ideas flowing. If you have a great idea to share or if you would like some advice and guidance on creating your own videos, please reach out to me directly at: joe@ditln.com and UP YOUR GAME!

Joe Caruso

Joe Caruso

Joe may not have been born to sell cars, however when other kids were talking about being a firefighter or an astronaut, all he talked about was being a car salesperson. His commitment was so strong that he managed to sell his first car when he was nine years old. Fast forward to the age of seventeen and his full time career as an automotive sales professional began. Over the next 30 years he went on to hold every position in a sales department, including spending the last twelve as a General Manager, building some of the most successful teams in the area. In 2017, he left the retail side of the industry and founded DO IT TODAY Learning Network in an effort to share his knowledge with the entire automotive sales world.



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