Webinar with Margaret Henney: Proactive Training Solutions June 2025 Fired Up Webinar

Maragaret Henney, VP of Marketing and video strategist at Covideo, joined our friends at Proactive Training Solutions for the June 2025 edition of their monthly Fired Up webinar series. Proactive Training Solutions offers training and coaching resources to dealerships around the country. And of course, video messaging is a huge part of how they help dealers reach their full potential and maximize sales.

Coming from a sales background herself, Margaret knows video is a great way to build connections and trust, and with a few best practices, it can be easy and effective! Margaret was happy to share some tips with Susan Scheel-Gaytan, Director of Dealer Training and Engagement at Proactive Training Solutions, and the company’s CEO, Michael Renaud. Listen to their conversation in the video below.

Why should dealerships use video?

Michael noted that video is so important currently because consumers have no urgency. The Proactive team alerted dealers that April and May were big months to pull in buyers looking to lock in pre-tariff prices. As we come into the summer, dealers may have to work harder to fill up their reserve of leads as sales cool off.

We can’t control demand. Dealers always want more leads, but video is a great way to increase engagement from the leads you already have.

And at Covideo, we’re seeing great results like these from dealers who incorporate video:

• 38% increase in replies

• 3x more appointments set

• 2.4x more cars sold

While a video tool can be easy to use, having a clear process makes all the difference in seeing real results. On this webinar, Margaret shared five top tips for getting the most out of video at your dealership.

5. Track and tweak

Data is power. You should be tracking your videos to see who is watching them and when. If you are about to implement a new tool, take stock of where you started so you have a clear baseline.

Plan follow-up with alerts

With Covideo, you can receive real-time alerts when someone watches your video so you can know when to pick up the phone and check in with them. Some dealers are concerned about reaching out to someone so quickly, but our experts have seen great success with this strategy. Reaching out immediately ensures you’re connecting with a buyer while you’re already top of mind.

As Michael says, not only have customers possibly reached out to other dealerships, but they also may be distracted by a thousand other notifications and communications on their phone. Cut through the noise wh

Use data for coaching

Analytics also give you insight into what is and isn’t working for your team. If Salesperson A has a high number of video views and replies while Salesperson B is struggling, compare the videos and see what A is doing differently. Use the data to understand what is working and distribute that knowledge across your team.

4. Hit send fast

Speed is more important than polish. (But always consider the balance of mixing speed and quality!)

You should aim to respond to leads with a phone call in 1-5 minutes and with a video within 10 minutes. You’re 100 times more likely to connect and convert leads when you respond in five minutes or less, according to a Harvard Business Review study!

Authenticity always beats perfection—it makes you more relatable and humanizes the buying experience. While scripts can be helpful, you shouldn’t feel like you need to rehearse or use a teleprompter to reach out to customers.

3. Mirror the buyer’s energy

Time equals trust. Pay attention to your leads, learn about them, and deliver an experience uniquely tailored to their interests.

Why it works

Here’s a psychology tip for salespeople: mirroring someone’s tone, body language, and personality can help them feel more comfortable around you. Most people already do this naturally in person. If someone crosses their arms, you might cross your arms. If someone speaks quietly, you may lower your voice.

Pay attention to your buyer’s inquiry. If they seem very detailed or analytical, they probably want to hear the numbers. If they sound causal in their outreach, they may want you to use a more friendly tone. By using video, you can mirror this energy back to them before they even enter the dealership, which gives them a sense of ease and comfort when they do visit.

Make it theirs

Another tip for helping buyers visualize a purchase: refer to the vehicle they’re looking at as theirs, so it feels like they already own it.

For example:

• “Here’s YOUR Nissan Rogue.”

• “I’ve got YOUR car pulled up here.”

• “YOUR new truck just arrived, and it’s looking great!”

This is a method you can deploy over video, on the phone, or in person. In-person communication is always going to be the strongest for making connections. But with digital tools at their fingertips, customers aren’t as eager to stop by the showroom. Video gives you an approachable way to break through when a buyer’s guard is up. You can tap into body language and eye contact via video, which you cannot mimic over the phone.

Don’t underestimate the power of showing your face on video! In this webinar, Michael joked about a GM they partnered with who recorded a video, and now customers recognize him and constantly stop him at the dealership. Now, he has to make time in his day to say hello. They feel like they know him and trust him instantly!

2. Sell yourself, not just the car

Level up your walkarounds. Your customer is not just buying a car, they’re making a purchase based on your selection, your product knowledge, and your commitment to customer service. Be sure to explain how you’ll be with them for the process and act as a trusted advisor. It’s important to build rapport with your customers and not just sell, sell, sell.

Keeping options open

Susan recommends always mentioning new options to buyers. Say something like, “My inventory is updated by the hour!” or, “I have some trades here that I think would be a great fit.” People often come to the dealership and walk away with a different car than they originally wanted to see. No matter what option they choose, make sure they want to work with you.

1. Reuse and recycle like a pro

Reusable videos mean more speed and personalization at scale. You don’t always have to start from scratch.

While you may feel like you’re repeating the same things, everything you say will be new to your customers! In the webinar, Michael remembers working with BDC reps who were leaving a different voicemail to each person. Why would they need to switch up their scripts when their contacts aren’t listening to each other’s voicemails?

Mix and match

With Covideo, you can pin your most-used videos to the top of your library for easy access and use them over and over, like your favorite introduction or a generic appointment reminder.

Then, merge videos together for greater personalization. You can have a welcome or intro video that you mix with ready-to-use walkarounds depending on a car someone is interested in. You can even use OEM-approved, professional videos from WheelsTV, LESA, and other providers and combine them with a personalized hello.

Of course, don’t forget to say thank you after the sale! We find these are some of the most-watched videos from customers, and they’re also a great time to ask for reviews and referrals.

Improve your dealership's video strategy

Ready to try it for yourself? Covideo is the easiest and most effective way for dealers to record and share personalized messages, and it takes no time at all to get started. Request a demo to discuss how this could work for your team.