The Playbook.
Written for the sales floor.
Play 003 · October 2026
The three-part intro video
Doug Horner on the intro video: their first name first, a thank-you, then answer the question and set the next step.
Doug Horner · Mercedes-Benz GSM · 600K+ followers · Co-owner, CarFilm
Intro videos are easy, and they're the most underused video on the floor. This play is the whole recipe in under a minute: three things, every time. Watch it, then run it on your next lead.
Watch Doug run it · 0:54
Doug Horner · Mercedes-Benz GSM · 600K+ followers · Co-owner, CarFilm · 54 seconds · The three-part intro video
Read the transcript
[0:00] Intro videos are so easy and they're woefully underutilized. There's only 3 things you have to do for a super successful intro video.
[0:08] The first thing, use the customer's first name immediately at the start of the video, so that they know you made it for them. There is no word in the world that captures attention more than somebody hearing their own first name. You'll have their attention, they'll pay attention to what you say next.
[0:25] Next thing, say thank you. Thank you for the opportunity to work with you. And after that, go on to answer their questions, whatever they mentioned in the lead, and then end with next steps.
[0:35] If it's an intro video, the next step should be, I'm gonna go out and find the car that you reached out about, and I'm gonna send you a new video highlighting that vehicle. So if there's anything in particular that you want to see, let me know. Otherwise, I'll go over the vehicle and I'll send that to you in about 10 to 15 minutes. Now they know what to expect and they know what's coming next.
The play
Their name is the first word.
A new lead lands. Most replies open with the store's name, a greeting written for anyone, and a list of features. Doug's intro video opens with one word: the customer's first name.
Say it right away, so they know you made this for them. In Doug's words, no word in the world captures attention more than hearing your own first name.
Then say thank you for the opportunity. Then do the work: answer what they asked in the lead, and tell them exactly what happens next.
Doug's next step is a promise with a clock on it. You're going to find the car, film it, and send it in 10 to 15 minutes. Now they know what's coming, and they're waiting for your video instead of the next store's email. It's video one of the three in Play 005.
The play
Three moves. Every new lead.
Run it on every new lead this week.
The play · run it this week
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Say their first name first. Before your name, before the store's. The first word they hear is theirs.
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Say thank you. "Thank you for the opportunity to work with you." One line.
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Answer, then set the next step. Answer what they asked in the lead. Tell them the walkaround of their car is coming in about 10 to 15 minutes. Then send it.
Want Sam to film one for your store? Send us a car and we'll send you a CarFilm the way this play runs it.
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