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:
Digital Marketing Director
Douglas Auto Group
430 Morris Ave.
Summit NJ 07901