EP 8:11 New Car Saleswoman Gains Massive Success in the Post-Pandemic Market by Mastering Video Communications

In this powerful episode of the Millionaire Car Salesman Podcast, Host Sean V. Bradley, CSP interviews Brenna Chinn, a product specialist at Koons Woodbridge KIA. Brenna shares her success in the automotive industry on how she worked up to selling over 20 cars in less than nine months! She attributes her success to her use of video in her sales process, specifically video emails and video text messages. By sending personalized videos to customers, she is able to build rapport and excitement before they even come into the dealership. Brenna emphasizes the importance of being personable and enthusiastic in the videos, as well as asking strategic questions to understand the customer's needs and provide a customized value proposition.

Chinn also discusses the challenges of selling cars in the post-pandemic market, including high prices and interest rates. She suggests overcoming these challenges by offering financing options, exploring leasing, and highlighting the value of the vehicle. She also recommends leveraging social media and online communities to generate referrals and engage with potential customers.

In addition, Chinn receives valuable advice from Sean V. Bradley, CSP, on how to further enhance her sales approach. He encourages her to create videos for a video strategy, including car walkarounds and comparison videos. He also advises her to establish a strong online presence through platforms like TikTok and YouTube, and to target specific communities, such as first responders and medical professionals, to generate referrals and build trust.

Key Takeaways

Using video emails and text messages can help build rapport and excitement with customers before they come into the dealership

Being personable and enthusiastic in videos is key to engaging customers and standing out from the competition

Asking strategic questions can help understand customer needs and provide a customized value proposition

Overcoming challenges in the post-pandemic market can be done by offering financing options, exploring leasing, and highlighting the value of the vehicle

Leveraging social media and online communities can help generate referrals and engage with potential customers

Creating videos for a video strategy, including car walkarounds and comparison videos, can enhance the sales process

Targeting specific communities, such as first responders and medical professionals, can generate referrals and build trust

"The more videos that I send, the more responses I get!" 

- Brenna Chinn, Koons Woodbridge KIA Product Specialist

"Stop trying to sell cars like everybody else! Be the Disruptor.”

- Sean V. Bradley, CSP

About Brenna Chinn

Brenna Chinn is a dynamic product specialist at Koons Woodbridge KIA, bringing a fresh and vibrant energy to the automotive world. With just nine months in the industry, she has already established herself as a rising star, showcasing exceptional talent and dedication! Brenna's passion for cars goes beyond the showroom, as she is committed to providing an outstanding customer experience. Her ability to connect with clients on a personal level, coupled with an in-depth knowledge of Kia's lineup, has resulted in impressive sales achievements.

In a remarkable feat, Brenna consistently exceeds expectations by selling over 20 cars in a single month! Her commitment to excellence, coupled with a genuine enthusiasm for the automotive industry, sets her apart as a standout professional.

As she continues to grow in her automotive journey, Brenna Chinn remains a shining example of how passion, knowledge, and dedication can drive success in the competitive world of car sales.

The Power of Video in Automotive Sales: Insights from Brenna Chinn

Introduction

In the fast-paced world of automotive sales, standing out from the competition is crucial. With customers bombarded by messages from various dealerships, it's essential to find innovative ways to engage and connect with potential buyers. One strategy that has proven to be highly effective is the use of video. In this article, we will explore the power of video in automotive sales, drawing insights from Brenna Chinn, a successful product specialist at Koons Woodbridge Kia. We will delve into the various ways she utilizes video to build rapport, overcome challenges, and ultimately close deals.

Building Rapport through Video

One of the key advantages of using video in automotive sales is the ability to establish a personal connection with customers before they even step foot in the dealership. Brenna emphasizes the importance of introducing herself and the vehicle through video, allowing customers to see her personality and get excited about their upcoming visit. She believes that this initial interaction sets the stage for a positive customer experience and helps differentiate her from the competition.

According to Brenna, "Hi, my name is Brenna Chinn, and I'm a product specialist at Koons Woodbridge Kia. I wanted to take a moment to introduce myself and the Kia Telluride, which I think you'll absolutely love. I'm here to answer any questions you may have and make your car-buying experience as smooth as possible. I look forward to meeting you soon!"

Brenna's video strategy extends beyond just internet leads. She also sends videos to phone-ups, appointment confirmations, and even third-party leads. By providing a face and a voice to the customer, she creates a sense of familiarity and trust, which leads to increased engagement and response rates. Customers appreciate the effort she puts into personalizing the experience and are more likely to reach out with questions or schedule appointments.

Overcoming Price Objections

Price objections are a common challenge in automotive sales, and Brenna has developed effective strategies for addressing them. When customers express concerns about the price of a vehicle, she takes a two-pronged approach. First, she highlights the value and features of the vehicle, emphasizing why it is worth the price.

As Brenna explains, "The Kia Telluride offers an incredible value for its price. It comes with advanced safety features, a spacious interior, and a powerful engine. When you consider all the benefits it offers, the price is definitely justified."

Secondly, Brenna explores alternative financing options to make the purchase more affordable. She suggests financing the vehicle instead of paying cash, highlighting the competitive interest rates and the ability to pay off the loan early without penalty. By presenting financing as a viable option, she helps customers see the long-term benefits and opens up possibilities that they may not have considered initially.

Addressing Interest Rates

High-interest rates can be a deterrent for some customers, but Brenna approaches this challenge by providing context and comparison. She acknowledges that interest rates have increased in recent years but assures customers that Kia offers competitive rates. She encourages them to shop around and compare rates, confident that Kia's financing options will stand out.

Brenna states, "While interest rates have gone up, Kia still offers competitive rates. I encourage you to explore your options and compare rates. You'll find that Kia's financing options are among the best in the market."

By focusing on the overall value and benefits of the vehicle, she helps customers see beyond the interest rate and understand the long-term advantages of ownership.

Dealing with Inventory Challenges

Inventory challenges have become more prevalent in the automotive industry, with supply chain disruptions and increased demand. Brenna acknowledges that availability can be a concern for customers, especially for popular models like the Kia Telluride. However, she offers solutions to address this issue.

For customers who are not in a rush, she suggests placing a factory direct order, allowing them to customize the vehicle to their preferences. This option requires patience, as it may take several weeks for the vehicle to arrive, but it ensures that customers get exactly what they want.

Brenna explains, "If you're willing to wait a bit, we can place a factory direct order for your desired Kia Telluride. This way, you can choose the color, features, and options that suit your preferences. It may take a few weeks, but it's worth it to get the perfect vehicle."

For customers who need a vehicle immediately, Brenna leverages her dealership's network and explores dealership exchanges. By reaching out to other dealerships, she can find a suitable vehicle and facilitate a trade, ensuring that the customer gets the car they need in a timely manner. This proactive approach demonstrates her commitment to finding solutions and meeting customer needs, even in challenging circumstances.

Expanding Sales Opportunities

While Brenna has achieved impressive sales numbers through phone-ups and walk-ins, there are additional opportunities for growth. She can tap into the power of referrals and orphan owners to expand her customer base. By providing exceptional service and building strong relationships with existing customers, she can generate referrals and recommendations.

Brenna states, "Word-of-mouth is incredibly powerful in the automotive industry. By providing a great experience to my customers, I've been able to generate a lot of referrals. People trust the recommendations of their friends and family, so it's a great way to expand my customer base."

Additionally, she can leverage her dealership's extensive used car inventory to attract customers who may be looking for more affordable options. By showcasing the value and benefits of pre-owned vehicles, she can cater to a wider range of budgets and preferences.

Conclusion and Future Outlook

Brenna Chinn's success in automotive sales is a testament to the power of video and personalized customer engagement. By utilizing video throughout the sales process, she has been able to build rapport, overcome objections, and close deals. Her strategies for addressing price objections, interest rates, and inventory challenges provide valuable insights for other automotive professionals.

Looking ahead, the automotive industry will continue to evolve, and sales professionals must adapt to changing customer expectations and market conditions. Embracing video as a communication tool and leveraging digital platforms for customer engagement will be essential for success. By staying proactive, building strong relationships, and continuously refining their sales strategies, automotive professionals can thrive in a competitive market. With the right tools and techniques, they can create exceptional customer experiences and drive sales to new heights.

Resources

Dealer Synergy & Bradley On Demand: The automotive industry’s #1 training, tracking, testing, and certification platform and consulting & accountability firm.

The Millionaire Car Salesman Podcast: is the #1 resource for automotive sales professionals, managers, and owners.  Also, join The Millionaire Car Salesman Facebook Group today!

The Against All Odds Radio Show: Hosting guests that have started from the bottom and rose to the top.  Also, join The Against All Odds Radio Show Guests & Listeners Facebook Group for the podcasted episodes.

For more interactivity, join The Millionaire Car Salesman Club on Clubhouse.

Win the Game of Googleopoly: Unlocking the secret strategy of search engines.

The Millionaire Car Salesman Podcast is Proudly Sponsored By: 

Dealer Synergy: The #1 Automotive Sales Training, Consulting, and Accountability Firm in the Automotive Industry! We have been building Internet Departments and BDCs for over two decades! It is this experience that has allowed us to develop the absolute best automotive Internet Sales, BDC, and CRM solutions for car dealerships. We have created the most effective training programs and processes. Phone scripts and rebuttals are our specialties, while CRM action plans, strategies, and templates are our expertise! Dealer Synergy will take both your tools and your people to the next level.

Bradley On Demand: Automotive Sales Industry’s #1 Interactive Training, Tracking, Testing and Certification Platform. With over 7,500 training modules, our platform has everything you and your dealership need to sell more cars, more often and more profitably!

Money Mind Mapp (M3): Visit MoneyMindMapp.com for help in revolutionizing your business to help you sell more cars by tracking, projecting, and forecasting your personal sales goals!