Technician inspection videos are among the most powerful trust-building tools in the service department, but only when done right. A rushed, shaky, or confusing video checks a box but does not move the customer. With a little effort, a proper technician video turns a multi-point inspection into visual proof that earns approvals and builds loyalty.
On today’s episode of Loyalty-Based Sales Strategies, Jen Suzuki, Founder and President of eDealer Solutions, breaks down how she coaches technicians to record videos that lift service outcomes by 30%.
According to Suzuki, the point of the video is not to sell. But instead, it’s to show the customer what’s happening with their car and let the evidence do the work. A strong video pays off on both sides of the service drive, giving customers a clear picture of the work their vehicle needs. Suzuki also believes a video inevitably protects the technicians who depend on approved work to earn a living.
"Everybody needs to know that putting those videos out there is not only about building a great customer experience, but it's about helping our team members really ensure their income potential is 100."
Be prepared and personable
Before a technician hits record, Suzuki says they must read the multi-point inspection report. That prep work is what separates a video that lands from one that simply exists. From there, Suzuki says the technician should set the tone with a warm, personal introduction that puts a name and a face to the work. For instance, she asserts, “I just want to be sure that I start every video with something really nice and warm. But also I want to make sure they hear your name, and they understand who you are.”
From there, she leads with the positive findings before getting into what the car needs. Opening with good news, she says, lowers the customer’s guard and makes the rest of the conversation easier. “If I hit them with the highlight of something good that has been done, it really allows us to pivot into, you know, what it is that we need to talk about, what’s going on in this report,” said Suzuki.
The trusted voice
The one person in the building that the customer is inclined to trust is the technician, said Suzuki. That is why she says dealers are putting the technicians on camera in the first place. But that trust only holds if the customer understands what they are looking at. Suzuki tells technicians to zoom in, pull out a flashlight or a gauge, and explain what the reading means, since specs alone do not always connect with a customer. Additionally, she suggests using everyday analogies to break things down for the less tech-savvy customers.
Notably, when you find something that needs addressing, Suzuki says to keep your message focused on what the customer gains, rather than worst-case warnings. “I find myself even saying things like.. ‘hey, catching this early like right now is smart, and it’s gonna save you money’… I don’t need to say things that are gonna scare people,” she says.
More importantly, Suzuki urges the technicians to finish the same way they started, with warmth. Thank the customer, keep the video short, and end on a confident note rather than cutting off abruptly. Essentially, the video is documentation of the condition of the customer’s car and the work done. But done right, technician videos can change your store’s numbers.
Nevertheless, the technicians who prepare, lead with good news, and explain problems in plain terms turn a routine clip into the most credible voice in the service drive. Suzuki believes the dealerships that coach those habits are the ones seeing approvals, trust, and the loyalty that follows.
