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Overcoming Objections
When you’ve done things a certain way for a long time, it can be difficult to wrap your head around a new process. Technicians have been doing multipoint inspections (MPI) the same way for decades. Despite the obvious advantages of implementing a video platform at your dealership, your technicians may be reluctant to change their MPI process no matter how much it will benefit them in the long run.
Over the past decade since TruVideo was founded, we’ve heard many of the same objections to video from technicians. As a result, we’ve come up with several tactics to help you overcome even the most stubborn technician’s arguments.
Technician Objection #1: “I don’t get paid to take videos.”
Even though it will ultimately make their jobs a lot easier, your technicians may complain that they aren’t being paid for the time they spend recording videos. Here’s what you can do.
Remind Them of the Benefits
Inspection videos:
- Increase repair orders by an average of $55, so they’ll make more money
- Fix the communication chain between technicians, service advisors and customers
- Improve response times for a more efficient and profitable service department
Pay Them
- Offer a flat rate, like $3 or $5 per video they record
- Pay 1/10th or 2/10ths of an hour for the time it takes to record a video
- Make this a permanent incentive or keep it just until everybody buys in
Regardless of which approach you decide to take, let them know that you are fully committed to the new video platform.
Technician Objection #2: “Recording video takes too long.”
Some technicians claim that recording inspection videos is too time consuming. In reality, a 2-minute video should take only three or four minutes to stage, record and send. Anything longer than that, and the technician probably needs some training on how to approach video recording.
Videos provide a faster customer response, which allows the technician to be more efficient with their time. In some cases, response time is reduced by up to 40%. Combine that with the massive benefit of speaking directly to the customer through the narration on the video, and the effort involved in recording a video is well worth the rewards.
Technician Objection #3: “I don’t want to use my personal phone for videos.”
To avoid having to record inspection videos, some technicians say they don’t want to put the app on their phones and use it for business purposes, despite the fact that many of them use their phones throughout the day.
You can address this by purchasing devices that can be shared in the shop for around $250. Current Android devices have large screens and high-quality cameras that run video apps.
Some dealerships will purchase one device for every two or three technicians, and they share that piece of hardware. Other shops give each technician their own device.
Technician Objection #4: “I don’t like speaking on camera.”
A lot of people don’t like how they appear or sound on video. That’s natural. But it shouldn’t stop your technicians from recording inspection videos. To help them get comfortable, we recommend that they record a few practice videos to get used to the technology and hear themselves on the video.
- The first video can be pretty short, 15-20 seconds, just to gain confidence
- The second video should be a little bit longer and more detailed
- The third video should look and sound more like a complete inspection video. It should be longer and incorporate the walkaround process, intro and outro script.
We find that after a technician has recorded two or three videos, they start to relax a bit. Sometimes that’s all it takes to eliminate the technician’s hesitancy.
Technician Objection #5: “I don’t know what to say.”
When some people see that red RECORD light go on, they freeze up and can’t utter a word. To keep your technicians from becoming tongue-tied, have them follow this simple plan:
- Introduce yourself, the dealership and what information the video will convey to the customer
- Provide a summary of the inspection results. Include all the major systems on the car, focusing on the items that need to be replaced, such as tires, filters, wipers, lights, brake pads and the battery
- Close the video by reminding the customer who you are and which dealership you’re representing and then thank the customer and wish them a nice day
If they stick to this format, your technicians will get over their stage fright very quickly.
We understand that change can be difficult. It’s human nature to fall back on the ways which make us the most comfortable. But, the fact is, video is here to stay. Those who integrate it into their service department’s daily routine will thrive. Those who are resistant to change will struggle to compete.
Interested in Learning More?
For more insights into what we’ve learned along with details about how to film and narrate inspection videos and overcome barriers to successful implementation, order a copy of our comprehensive book The Ultimate Guide to Inspection Videos.
