Videos and texts go together like peanut butter and jelly. A perfect pair. Videos keep customers engaged and help build rapport. Texts deliver information fast and are hard to ignore. We’re conditioned to listen for that “ping,” so it’s no wonder 90 percent of texts are read within three seconds.
Don’t forget that you must obtain consent before texting customers. Under the Telephone Consumer Protection Act (TCPA), you cannot send messages to consumers unless they opt-in. Ignore this law and you’ll likely turn-off customers and potentially face penalties.
It drives me crazy when employees say they can’t get customer consent. Are they asking for it? Just spit it out at the right time. For example, when a customer is standing in front of you, tell them you are going to send a text and will they please respond right away so the two of you can communicate faster and easier?
When you’re answering questions for a customer on the phone, ask if you can text them when you find more information or have some better pricing. Ask for permission, and follow-up with something of value so it’s a fair trade. Customers will go for it.
Once you have permission, don’t annoy customers with lengthy or irrelevant texts. Keep it simple with a few sentences and videos that are 30-second or less. Get too wordy and you may as well pick up the phone. Send long videos and your customers won’t watch them.
I see a lot of salespeople today doing it right with valuable content that almost becomes like a digital newsletter and sets them up as a customers’ car guy or gal. Here are five examples (with video links underlined):
Hi Sara. This is Phil from ABC Automotive. Are you available for a short call to discuss our new vehicle specials? We’re offering super low interest rates on 2021 models. Check out this video for a quick preview. Please let me know if you’re interested by replying to this message. I look forward to hearing from you.
Hi Mark. This is Phil from ABC Automotive. Hope you’re loving your new car. Here’s a quick video about how to pair your phone to your car via Bluetooth. If you have questions feel free to shoot me a text back. Have a great day!
Hi Hannah. This is Phil from ABC Automotive. I noticed you were checking out the new Dodge Ram on our website but didn’t get a chance to complete the digital retailing steps. Was there anything you didn’t like or were the steps confusing? We’d love your feedback to make the experience better for you and all our customers. Thanks for your help!
Hi Dan. This is Phil with ABC Automotive. We have word inventory is starting to come back and you previously expressed interest in a 2021 GM Sierra. As you can imagine, demand is high. Do you want us to put one on hold for you? Please text back or give me a call to discuss.
Hi Lisa. This is Phil from ABC Automotive. I wanted to remind you about your appointment to test drive the 2021 Toyota Camry on Friday 8/5 at 5 pm. Here’s a map in case you need directions to our dealership. I look forward to seeing you!
All of these messages are pertinent to where a customer is in the buying process, are short and sweet, and deliver value with a relevant video. The videos do not need to be customized to each customer, so you can quickly build a library and re-use videos to save time.
My last tip is to ensure your CRM integrates with texting and video tools so you can track and manage all conversations for quality control and a better customer experience.
Some things just go together – like texting and videos. A short, relevant text matched with a video that offers value will engage customers, help build rapport, and lead to more sales.