In 2025, many service departments are still missing the mark by not fully embracing technician videos — a powerful tool that can boost sales, build credibility, and enhance the customer experience. On this episode of Inside Automotive, Jim Fitzpatrick is joined by Jen Suzuki, President of eDealer Solutions and host of Loyalty-Based Sales Strategies, to break down the transformative impact of video communication in fixed operations and how dealerships can implement it successfully.
Despite advancements in dealership operations, many stores have yet to fully embrace technician videos in their service process. Suzuki says it’s not just about adoption, but execution is where most fall short. “A lot of stores haven’t even adopted the video aspect of the sales process,” she said. “And the ones that have? There’s no accountability, or technicians feel like the videos go to waste if advisors don’t sell the work.” That disconnect can stall momentum quickly.
Over the past year, Suzuki has actively trained technicians and is pleased by their eagerness to learn. “They are so hungry for someone to pay attention to them,” she notes. Technicians often feel overlooked compared to sales teams or advisors, but when properly engaged, they’re open to improving their communication skills to enhance customer interactions and income opportunities.
To improve video quality, Suzuki emphasizes the need to address common pitfalls. These include excessive shop noise, shaky camera work, and a lack of visual focus on the issue being discussed. “We’ve got to shut down the music, use wireless mics, and ensure the video clearly shows the problem,” she says. For example, instead of briefly flashing a dirty cabin air filter, technicians should zoom in, highlight specific areas with their fingers, and explain how it impacts the customer, especially during allergy season when clean air matters.
Another key to effective videos is proper structure. Suzuki encourages techs to begin with a brief, professional introduction, highlighting their certifications to establish credibility. From there, they should start with positive news about the vehicle, reinforcing that the customer has taken good care of it. Then, they can flag any necessary repairs in a fact-based, visual way. This method builds trust and removes the guesswork from repair recommendations.
She also shares an example of using tire tread comparisons: “Here’s a brand-new tread, and here’s what’s happening on your car.” This visual storytelling helps advisors explain the need for alignments or rotations in a way that customers can clearly understand.
Ultimately, Suzuki points out that while technicians aren’t responsible for selling the work, the context they provide can dramatically improve close rates. This synergy between techs and advisors ultimately boosts customer trust, loyalty, and dealership revenue.
“We are in a video age. If I’m not using video, and my competitors are, I lose trust, I lose engagement, and I lose customers.” – Jen Suzuki.
