Digital Dealer - July 2019 - 33

ONE OF THE SECRETS TO A SUCCESSFUL VIDEO
TESTIMONIAL IS THAT THE CUSTOMER IS EAGER AND
ENTHUSIASTIC ABOUT DOING IT. IF THEY ARE NOT, IT
WILL SHOW IN THE VIDEO."
rience talking and filming
people!
Following are five steps
to help develop a mindset
of seeking and asking for
customer video testimonials.
1. USE YOUR PHONE.

Nearly everyone has
a phone that takes great
videos. There is no need to
get all fancy! You're comfortable with your phone so
why make it harder?
Film your video in landscape mode. Even though
more platforms are ok now
with portrait mode, landscape still looks the best.
2. BE ON THE
LOOKOUT.

Not every customer
will be the right fit or be
enthusiastic about being
filmed so begin with your
repeat customers. If those
are in short supply, choose
someone who you're fairly
sure will be okay with participating.
One of the secrets to a
successful video testimonial is that the customer
is eager and enthusiastic
about doing it. If they are
not, it will show in the video
and nobody has time for
that!
3. DEVELOP YOUR ASK.

Asking for testimonials is
not a simple task. Everyone needs to work up their
mojo to ask for what they
want.
Practice makes profit.

You may remember the
script I shared a while back
on asking for online reviews.
It will work great for asking
for a video testimonial:
"Mr. or Ms. Customer, did
you have a good experience
today?"
(They will nod their head
and say, "Yes.")
"That's fantastic. My business is based on referrals
and I would appreciate it
if you would share your

Keep it simple.
Remember: ONE video
testimonial is a 100% increase over having none.
5. USE A SCRIPT!

Using a script is your
secret weapon to success.
A testimonial video should
last 1-2 minutes (videos up
to 2 minutes long get the
most engagement).
The following script (the
one I give to all my clients)
inspires the customer so

A POWERFUL VIDEO
TESTIMONIAL MAY EVEN
BE THE DECIDING FACTOR
THAT MAKES YOUR
DEAL."
feedback with others who
may be looking for a good
car buying experience like
you were. Would you be
open to filming a short video
testimonial for me?"
It WILL get easier to
ask, I promise. Especially
once you get a few "YES"
responses.
4. SET A GOAL OF
DOING ONLY ONE.

Do not expect miracles
from yourself - that will only
lead to self-judgment.
Remove some of the
obstacles - make it easier
on yourself - by setting your
expectations right. You only
need ONE video testimonial to begin with. More will
come as you get comfortable with your process.

they don't have to think
about what to say on their
own. It also helps you focus
on getting the testimonial
rather than thinking up what
to ask your customer.
Here's my script (it's an
introduction and four simple
questions):
Testimonial Intro: Tell us
about yourself (First name,
city of residence)
1) Is this your first (brand
name)? (or, fill in the brand
they bought if they bought a
used vehicle)
If they say yes: What
made you decide to buy a
(brand name)?
If they say no: What do
you like best about (brand
name)?
2) Why did you decide to
D I G I TA L D E A L E R . C O M

buy your car at (your dealership's name)?
3) What did you like best
about your experience with
me today?
4) What is ONE thing you
would tell your friends/family
about us?
Last step: Thank them!
Pro Tip: If you have an
iPhone, use iMovie to edit
your video (if editing is
needed). It's super simple
and you'll be a pro in no
time!
Action step: Get familiar
with the idea of collecting
customer video testimonials.
Can you see where having
even a few would be very
powerful for your professional brand?
Pro Tip #2: "Be on the lookout" for opportunities to ask
for a video testimonial.
KATHI KRUSE is an
automotive social media
marketing expert, blogger,
speaker, coach, author, and
founder of Kruse Control
Inc. Born in the heart of Los
Angeles to a family of "car
people," Kathi's passion for
the car business spans a
30-year career managing
successful dealerships in
Southern California. Kathi
is the author of "Automotive
Social Business - How to
Captivate Your Customers,
Sell More Cars & Be
Generally Remarkable on
Social Media." EMAIL:
kk@krusecontrolinc.com

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Digital Dealer - July 2019

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