The hardest part of rolling out video messaging in a BDC is not the software. Pronto gets a rep from “open browser” to “link copied” in under two minutes. The hard part is the two minutes: what does the rep actually say?
Reps handed a camera with no structure either freeze or ramble. So when Eagle Eye rolled Pronto out across VIP Automotive Group’s 10 stores, the group’s BDC managers wrote five scripts, one per situation, and drilled them until reps could do each in one take. They are below, along with the rules that make them work.
The rules before the scripts
Under 45 seconds. A first-touch video should be 30 to 45 seconds. Longer than that and the customer stops watching before the ask. Pronto shows the recording timer; reps learn to feel 40 seconds.
Name, car, one specific thing, one ask. Every script has the same skeleton: say the customer’s name, say the exact vehicle, say one thing that proves the rep looked (color, mileage, the trade they mentioned), and make one ask (call, reply, see you Tuesday). Two asks is zero asks.
Show the car if it is there. For a first response on an in-stock unit, reps record from the lot with the vehicle behind them. That single move outperforms every polished studio background, because it proves the car is real and here.
Smile before hitting record. Obvious and universally skipped.
Send the link where the customer already answered. If they submitted a form with a phone number, text the Pronto link. If they emailed, email it. Do not make them switch channels to watch.
Script 1: First response to an internet lead
Send within the first hour. Record from the lot with the unit visible if possible.
Hi [First name], it’s [Rep] at [Store] in [Town]. I saw you were looking at the [year make model]. This is it right behind me, the [color] one with [miles / one notable feature]. It’s here and it’s available. I’d love to get you in it. Call or text me back at the number on this page and I’ll set aside a time that works for you. Talk soon.
Why it works: it answers the only question the customer had (is it real and is it still there) and gives them a person to respond to. The Pronto page under the video already has the store’s phone number, so “the number on this page” is a one-tap action.
Script 2: Unresponsive lead at day 3 to 5
Shorter than the first one. The customer is busy or shopping elsewhere; either way, do not guilt them.
Hi [First name], [Rep] again from [Store]. Totally understand you’re busy. I just wanted to let you know the [model] is still here, and if it helps, I can send you a quick payment breakdown with your [trade] figured in. Just reply with a good time to call, or tap the number below. Thanks.
Why it works: it offers one concrete, valuable next step (a payment with the trade) instead of “just checking in.” The Pronto page carries the store’s trade-in link, which makes the offer easy to fulfill.
Script 3: Appointment confirmation
Send the afternoon before. Fifteen seconds. VIP Automotive Group’s stores found this one cut no-shows more than any reminder text.
Hi [First name], [Rep] at [Store]. Looking forward to seeing you tomorrow at [time]. I’ll have the [model] pulled up front and ready. When you get here, just ask for me by name. See you then.
Why it works: a face attached to the appointment makes it a commitment to a person, not a calendar entry. The address on the Pronto page doubles as directions.
Script 4: Service outreach
Service advisors and service BDC use Pronto too. This one runs for inspection due, recall notices, and declined-work follow-up.
Hi [First name], it’s [Advisor] in service at [Store]. I was going through your [model]‘s file and your [NYS inspection / 60,000-mile service / open recall] is coming due. It’s quick, it’s covered under [VIP+ / warranty] if that applies, and I can get you a loaner. Tap “Schedule Service” below or call me and we’ll find a time.
Why it works: it is specific to the vehicle and names the benefit. The Pronto page carries the store’s service scheduling button and the benefits card, so “it’s covered” is visible, not just claimed. Groups running ARGO send these off the ranked morning queue; see unsold ASR follow-up.
Script 5: The dealership wants to buy the customer’s car
Used-car buyers use this for equity mining and orphan-owner outreach.
Hi [First name], [Rep] at [Store]. I’m reaching out because we’re actively looking for a [year model] like yours. They’re moving fast right now and I’d like to make you an offer on it, whether or not you buy anything from us. Tap “Value Your Trade” below or call me and I’ll get you a number today.
Why it works: “whether or not you buy anything” disarms the obvious objection, and the trade-valuation button on the Pronto page turns the video into a lead form.
Rolling scripts out to a BDC team
Three things made adoption stick across VIP Automotive Group’s stores:
- One-take practice. Each rep records each script three times on their first day, deletes them, and records a fourth for a manager to review. After that they stop thinking about it.
- The log is the accountability. Every Pronto send writes rep, customer, store, timestamp, and link to the team’s Google Sheet. Managers see video volume per rep next to appointment volume per rep, which settles the “does this work” debate quickly.
- No exceptions for camera-shy reps. Virtual backgrounds handle the messy-desk objection. The “I’m not good on camera” objection resolves itself after about ten sends, when the callbacks start.
See Pronto with your own store branding
Frequently Asked Questions
How long should a BDC follow-up video be?
Thirty to forty-five seconds for a first response, and as short as fifteen seconds for an appointment confirmation. The structure is the same each time: the customer’s name, the exact vehicle, one specific detail that proves the rep looked, and one ask.
What should a car salesperson say in a video message?
Say who you are and where you are, name the specific vehicle, show it if it is on the lot, mention one detail from the customer’s inquiry (color, trade, payment question), and end with a single clear next step. Avoid pitching multiple vehicles or making more than one ask.
When should a BDC rep send a video instead of a text or email?
On the first response to an internet lead, when a lead has gone quiet for a few days, the day before an appointment, and for service or trade-in outreach. Text and email still carry the link; the video replaces the templated message, not the channel.
Do video follow-ups reduce appointment no-shows?
At VIP Automotive Group’s stores, a 15-second confirmation video from the rep the customer will meet reduced no-shows more than reminder texts alone. A face attached to the appointment turns it into a commitment to a person.
Can service departments use video messaging?
Yes. Service advisors and service BDC reps use Pronto for inspection reminders, recall notices, and declined-work follow-up. The branded page includes the store’s service scheduling button and benefits card, so the customer can book from the video.