Automotive Digital Marketing

Professional Community for Automotive Marketers, Car Dealers, OEM and Suppliers

Loading... Be Patient!

Video Readiness and Well Honed Skills Save A Deal at Douglas VW!

Video Readiness and Well Honed Presentation Skills Save A Deal Sunk by Bogus Used Car Inspection!

Ken Beam of Douglas VW in New Jersey recently shared one of the most impressive and compelling sales scenarios I have ever heard about that proves the business case for how valuable it is to develop processes for creating and sending video presentations to customers. A little bit of learning time, some practice and using the Internet along with a $250 investment in a Flipcam has paid off many, many times for Douglas VW in Summit, New Jersey…

In my opinion, the way Ken Beam handled the situation described in this story is a superb example of "creative problem solving" ingenuity applied to a “Save A Deal” challenge by using a good quality high resolution digital camera and a decent HD video camcorder such as Flipcam's Minos HD... Then, combining those tools with Ken Beam's well practiced video presentation skills.

Here's how the story unfolded... Douglas VW had successfully used the Internet to acquire a prospective used car customer who lives in Montreal, Quebec. The Canadian woman was interested in purchasing a 2009 Audi A4 Convertible that she found in the Douglas VW inventory in the Internet. After contacting the sales department at Douglas and working out the numbers to her satisfaction, she contracted for a local "Used Car Inspection" Service to have them go to Douglas VW, perform a thorough inspection of the Audi and provide her with a written evaluation of the car before she finalized the deal so she would have peace of mind. In the mean time she used her credit card to put a good faith deposit on the almost brand new Audi so Douglas VW would mark it sold and allow her inspector to come in and look at the car.

After the "Used Car Inspector" spent half an hour inspecting the 2009 Audi with full factory warranty remaining and only 8K miles on it, he wrote up a report that rated the almost new car as if it had 150,000 miles on it and needed every wearable part replaced! It was unbelievable to the salesman and the manager on the deal that this inspector would have written up such a horrible (and misleading) report on such a clean, low mileage almost new car... Everybody else who checked the condition of this vehicle remarked about what a gorgeous Audi it was and had barely been used with only 8,400 miles on the odometer, as well as being locally purchased new and traded in at Douglas VW.

It wasn't long after Inspector McGoo sent the bogus report to the customer in Montreal when she contacted her Douglas VW Sales Representative and said she wanted to cancel her order on the car because of the Inspector`s report! Everyone involved at Douglas VW was shocked and upset over having a deal blow up because of some idiot "Used Car Inspector" who obviously wrote up a BS report... That's when the manager asked for Ken Beam to be alerted to the situation and when Ken first found out what was going on...

Ken listened to the situation, quickly developed a plan and started to get involved...

First, Ken contacted the customer in Montreal and told her that he would put the Audi under the bright lights in the shop and then take multiple very high resolution photos to send her... He also informed the woman that he was going to record a video and send it to her. The video he would create would also zero in and focus on the specific areas the bogus inspector had written about in his report, thereby addressing what the inspector claimed to have seen on the Audi.

Next, Ken proceeded to invest more than four hours of work on the "Used Car Inspection" debunking project, but it turned out to be well worth it, at least for the salesperson selling the car!

The customer reviewed the photographs and watched the video, which was filmed at the same time so that it showed Ken taking the photos! After reviewing the detailed high rez images and watching the "Evidence Videos" that showed the photos being taken and live action of Ken addressing each untrue aspect of the inspection report, she went to her bank and wire transferred the full amount to Douglas VW's bank account!

The customer went on to say that she felt completely confident in purchasing this 2009 Audi AFTER she saw the videos of both the car and the taking of the high resolution photos that allowed her to "inspect" the Audi with her own two eyes!!

Now, the big question I had for Ken was "Did you get half a deal?" and all I got back was him laughing about it, so I am not sure, but I think the original salesperson may have kept the whole deal and commissions to himself!

Let's at least hope he takes Ken Beam out for a nice steak dinner, or an evening at the Sopranos' Bada Bing Club...

My source for this article:
Ken Beam
Digital Marketing Director
Douglas Auto Group
430 Morris Ave.
Summit NJ 07901

Views: 344

Tags: Douglas VW, Ken Beam, Presentation, Save A Deal, Save Deal, Summit New Jersey, Used Car Inspection, Video, Video Readiness, Well Honed Skills


Oops... You need to stop "Lurking" on ADM and become a more genuine Automotive Professional by completing your membership registration. As a registered ADM Member, you can post comments, publish your own articles (be a star!) and start Forum discussions. Stop being an online "Peeping Tom" and JOIN ADM RIGHT NOW!

Join Automotive Digital Marketing

Comment by Ken Beam on March 28, 2010 at 4:44pm
@ Todd - Thanks a lot! *Glad you appreciated it. Maybe it`ll inspire a few younger ADM`ers on here. *I will definitely be touching base with you in regards to ActivEngage in May my friend.

Thanks again,

Comment by Ralph Paglia on March 25, 2010 at 10:02pm
@Ken - As you can see, it is all of us here in the ADM Community who wish to thank YOU, Mr. Beam! The story you shared with me, and allowed me the honor of authoring in this post represents the pure essense of what many of us envision for this community... A place where we can celebrate those moments when our skills, experience, technology mastery and leadership come together to make Business or success happen. Many of us have had the privilege of rallying our resources to work as a team and make or save a deal. And the victory is sweet, often times it is the memory of these victorious moments that get us through those long 12 hour days, or the pain of when nothing seems to work. By sharing your story, I hope we can prompt other ADM members to share theirs... So we can all experience a little bit of that sense of accomplishment that comes when any ADM Community member takes action and becomes a hero, if only for a day.

Ken, you remind me of a very dear friend of mine named Aaron Bickart. I first met Aaron 10 years ago after he joined Cyber Car. I was heading up an elite team sold as the TAS Consultants, who commanded a higher daily rate, were paid more and only accepted the most advanced dealers as clients. Very challenging to get on the TAS Team becaus it was by invitation only and there were only 7 of us. Several people came to me and complained about a new Cyber Car consultant named Aaron... He was quoted as saying he would take over leadership of TAS within 6 months. Eventually I had to meet this guy with bowling ball huevos! When I met Aaron for first time, we were at a conference in Orlando. Within an hour we were doing shots and showing each other VERY interesting stuff on the Web! I brought Aaron onto the TAS team and we have been best friends for 10 years.

What I found out was that Aaron was actually as good as he said he was, maybe even better... And so is Mr. Ken A. Beam!
Comment by Ken Beam on March 25, 2010 at 6:12pm
@ Ralph - Mr. Paglia...... thank you for taking the time to write this really nice Blog about the "2009 Audi A4 Experience" - I really appreciate it Ralph!

Thanks again,

Comment by Ken Beam on March 25, 2010 at 6:10pm
@ Ed & Todd -

*Glad you both enjoyed this little story that I shared with Ralph last week.
LOL! & Ralph is 100% correct in his assumption...... I didn`t take anything(& wouldn`t take) anything from the Sales Rep....... My position is to help anyway I can in order to get the job done.
Comment by Ed Personius on March 25, 2010 at 7:50am
Beautiful! The power of hi-res video in action as a direct selling tool. This strategy, if readied and implemented effectively, could become a priority sales method for internet sales where the customer is at distance.
It's also a great example of leadership: selfless, energetic and solution-oriented.
Comment by Todd Smith on March 25, 2010 at 5:46am

This is example ready hits home the fact that rolling up your sleeves and using your brain can pay huge dividends. Most people who have just let this sale fade away or worse become confrontational with the shopper. I have to say that your effort here Ken will be used as an example whenever I talk with a dealer who expresses that Internet shoppers are difficult and they don't know how to makes deals. Great Job!!!

Todd Smith

Automotive Marketing Network and Exchange for Car Dealers, OEM Managers, Advertising and Marketing Practitioners seeking improved results.

Please Consider Automotive Marketing Professional Community Sponsors

ADM Badge


Based On Your Interests...

ADM Consulting, LLC

Onsite/Offsite Combination ADM Consulting & Coaching
Select the maximum amount you want to pay each month
Sign up for

Automotive Marketing Tools

Get ADM Toolbar

Click here to take the ADM Member Survey

Getting too many emails from ADM? Click mailbox below to control which types of alerts and updates you are sent......


Share the Best Content w/AutoMarketing Community

© 2018   Created by Ralph Paglia.   Powered by

ADM Badges  |  Report an Issue  |  Terms of Service