As front-end margins decrease, many dealerships are placing more emphasis on F&I to make revenue. With digital retailing on the rise and customers shopping from home rather than in the showroom, how does a finance department sell F&I products in the absence of the dealer?
Going under the assumption that home delivery means that the entire deal has already been done as the paperwork must be printed in advance, dealerships are probably finding it difficult to present finance products in the most convincing way.
And that is where video comes in.
Most companies that offer various F&I products have product videos available for your use. The first step to increasing your F&I profit is to package these videos along with your dealership’s value proposition (Why Buy) videos, testimonial videos, and other finance FAQ videos on your website where they are easy for the consumer to find. Consumers know these “upsell” product offers are coming. Provide them with the opportunity to educate themselves on the various products higher in the buying cycle.
The next step is to strategically re-introduce these videos to the consumer as they continue through the buying cycle. After you have used “video messages” when following up with inquiries (leads) and setting appointments, include these F&I videos in the “video experience” that you send to your leads to confirm appointments.
This provides the shopper with another opportunity to view the various F&I videos, and, with the right software, you can enjoy real-time reporting on the exact video content they view. When your shopper shows up for their appointment, you have insight into all the F&I videos they have watched (or haven’t watched). You know if they watched videos about purchasing with bad credit, lease vs. purchase, the impact of a divorce or bankruptcy, and all the extended warranty and other F&I product videos that you offer. Armed with this information, your team can provide a significantly better experience for each consumer, while helping them with any questions they may be afraid to ask. Both your profits and CSI Scores go up.
For the best results, I would suggest having the finance manager make multiple videos of products on an individual basis. This personalization will increase the informational and emotional value of your videos and reward you with an even larger success ratio.
For example, your finance manager could create a video explaining why paint & fabric protection is a worthwhile investment for the consumer. Then another video explaining wheel and tire protection. Then continue to create short videos “selling” products as if the customer is sitting right in front of them. In addition, you could also create a short video with the finance manager summarizing all of the finance products.
Regardless of if you use stock product videos, or your own personalized videos, be certain to include some testimonial videos for each product. Consumers constantly hear how they don’t need the various “upsell” products. Let them hear a few success stories from other consumers who found the product valuable.
As the finance manager is the correct person to explain and adjust payments based on product and accessory choices, it is important for them to have that engagement and to have these product videos handy should the customer prefer to do everything online. The finance manager can then engage the customer with video via email or even live over a “one-click” video call, whatever the customer’s communication preference may be, while the vehicle paperwork is being created and sent to the customer.
Video can be used in every department to increase brand loyalty, vehicle sales, F&I product sales and service revenue. It is a highly effective tool that should be added to your marketing toolbox. However, to truly maximize the benefit of your videos, utilize your video content across multiple touchpoints as an end-to-end video marketing strategy that combines video content with video data. Then you will realize the true value of video.