“It's good to hear a salesman who knows what he's talking about for a change.”
Those are the actual words typed in by an enthusiast on a dealership YouTube video showing off the 2014 Kawasaki Z100. Please reread that quote and then really consider what it says. The enthusiast just gave a perfect reason for somebody to buy from your shop vs. another dealership. And it’s credible! I will consider that salesman to be worth talking to now because another rider with obviously nothing to gain gave him praise.
And it was free!
And you’re not requiring your sales guys to do walk-around videos of new and used units for what reason? Maybe you’re not requiring this because you’re not 100 percent sure it’s going to lead to unit sales? Is that why?
Here are more actual consumer comments from the same video:
“I'm actually starting to fall for this bike.”
“Amazing bike. I’m really thinking of buying one.”
“I really want one of these now!”
Those are three separate comments on one unit walk-around video that has amassed more than 300,000 views.
Please understand: This video was not done by a professional team with professional equipment that charged the dealership professional (read: expensive!) prices. This video was done by a general manager of a small to medium-sized, multi-brand dealership in Texas who understands the value of video on YouTube. It probably took the general manager about 30 minutes or so to shoot the video.
In return, he has consumers praising his motorcycle IQ and asking him questions about the unit. How many of your salesmen could say the same thing? How many of them have consumers publicly praising them and coming to them for advice? Meaning, your staff member has been magically transformed from “sales guy” to “motorcycle expert.” Which one – the sales guy or the motorcycle expert – would you prefer to buy from?
So why aren’t you requiring your sales guys to shoot walk-around videos?
“Great review, awesome bike. Love your vids!”