A simple delivery-day video strategy can help shape buyer perception, build trust, and extend the sales conversation well beyond the showroom.
Pre-framing is an influence tool that allows you to shape someone’s thought process about an event or topic before directly addressing it.
In other words, pre-framing influences how your message is perceived before the audience even consumes the content.
At its core, it is about influencing a person before they see what you have to sell. When used properly, this approach puts you in control of the conversation — a critical advantage in any sales environment.
When used properly, this approach puts you in control of the conversation — a critical advantage in any sales environment.
If a picture is worth a thousand words, what is a short video worth?
Here’s how this strategy might work in your dealership.
At delivery, the sales consultant or delivery specialist asks the customer:
- “Here at (your dealership), we’ve started a social media initiative because many people use social media to help decide which products and services to buy — and from whom.
- “If you’ve had a great experience with us, I’d really appreciate the opportunity to take a short 30–40 second video of you picking up your new (model) to post on our social media platforms. I’d also like to ask you two quick questions.
- ”Would that be okay?”
Then ask:
1. “Who are you going to show your new (model) to first?”
2. “What did you enjoy most about your experience here at (your dealership)?”
More than 80 per cent of customers will say yes. For those who say no, consider responding with:
- “I understand. With your permission, I’d be happy to send you a link to Google Reviews. If you’ve had a great experience, we would truly appreciate your endorsement. Would that be better for you?”
If the customer agrees to the video, here’s a simple script:
“I’m standing here with Jim and Nancy, who have just taken delivery of their new (model) at (your dealership). Congratulations — that’s exciting.
Who are you going to show your new (model) to first?”
“That’s terrific.
What did you enjoy most about your experience here at (your dealership)?”
“Thank you — that’s very kind. Congratulations again, and we wish you many years of happy motoring.”
Upload the video to your dealership’s YouTube channel under a playlist titled Customer Video Testimonials.
The next day, send the customer a link to their video. Many will share it with colleagues, friends, or on their own social media platforms. Be sure to post all video testimonials across your dealership’s social channels as well.
That’s selling.
