The Playbook.
Written for the sales floor.
Play 005 · October 2026
The new playbook for data and analytics lovers
Doug Horner on why three videos per client beats one, and why the one that gets replayed tells you how to follow up.
Doug Horner · Co-owner, CarFilm · GSM, Mercedes-Benz of North Olmsted
Doug recorded this week's video on the way in. The theme is a playbook built for the salespeople who actually look at their numbers. One idea: send three videos per client, not one. The video that keeps getting replayed tells you where the follow-up goes next. Watch 90 seconds, then run the play.
Watch Doug set the frame · 1:27
Doug Horner · Co-owner, CarFilm · GSM, Mercedes-Benz of North Olmsted · 1 minute 27 seconds · The playbook for data and analytics lovers
Read the transcript
[0:00] Here's a best practice for video that's an absolute game changer. What you're going to start doing is sending 3 videos to every new prospect that you get, even old ones that you might be revisiting.
[0:11] You're going to do an introduction video. That's number 1. You introduce yourself, you say the client's name. That way they know you're speaking to them. The next video you're going to take is going to be an exterior video of the car that they're interested in, a small exterior walk-around. That's video number 2. And video number 3 is going to be an interior walk-around of that car.
[0:30] So why do 3 videos? Well, it's all about taking the powerful data and analytics that CarFilm gives you and supercharging them. If I see that the client keeps re-watching the exterior video, then I know that's where their focus is. There's something about the, the interior of that car that keeps bringing them back. If they keep watching the interior video over and over again, then I know that there is something going on there. Maybe it's not the right color, maybe they have a question about something.
[0:57] By breaking these videos apart like this, you get very important information that lets you know where to focus your follow-up. So if you keep getting notifications that they're watching the interior, boom, that's what they're fixated on. If you only do one video, then yeah, you're going to get the notifications that they watched it, but you don't know exactly what part of the video they're watching.
[1:18] So here's the new game plan: 3 videos for each client at a minimum. Watch how it will absolutely change your ability to sell cars.
This week's article
The new playbook for the salespeople who actually read the data.
Most reps send one video and move on. One video, one chance for the buyer to open it. One chance for the follow-up to land. One data point to work with. If the buyer does not watch, you are back at zero and guessing why. Here is the shift Doug is making this week: send three videos per client, not one. Different shots, different angles, same person on camera.
The three to send: an intro video, an exterior walkaround, and an interior walkaround. The intro gives the buyer your face. The exterior builds the first wave of interest. The interior answers the questions they have not asked you yet. Three videos. Three distinct reasons for the buyer to click. Three chances to be seen instead of one.
But the point is not just more sends. The point is the data you get back. Watch which video they replay. The one that gets watched twice is the one that tells you what matters to this specific buyer. If they replay the interior, your follow-up is about the trim and the tech. If they replay the exterior, the follow-up is about color, condition, and photos they want from the lot. The video they replay is the follow-up outline they handed you.
Send three. The data is already in your dashboard. The play is to use it. Watch Doug walk through it above, then run it this week.
This week's play
Three videos per client. Let the data tell you where to go next.
Four steps. One week. No new tools.
The play · run it this week
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Pick five active deals from your pipeline before you go home tonight. Not ten. Not every lead. Five open conversations where the next move is on you. These are the deals you will send three videos to this week.
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Record the intro video. You on camera, 30 to 45 seconds. Buyer's first name, the vehicle you talked about, one specific detail that makes it clear you remember the conversation. This video exists to be opened, not to close the deal.
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Record the exterior and interior walkarounds. Two separate videos, same vehicle. Exterior is the color, the lines, the condition. Interior is the seats, the tech, the trim. Send all three videos staggered across the day or next 24 hours. Three chances to click, not one.
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Watch the data in your dashboard tomorrow morning. Which video got replayed? Which got watched twice? That video is the follow-up outline the buyer handed you. If they replayed the interior, your next touch is about trim. If they replayed the exterior, it is about photos and condition. Let the replay tell you where to go.
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.
Get a CarFilmFrom the floor · Doug
Every month I look at the replay data for my team. Not the sent count. Not the reach. The replays. One video replayed twice tells me more than a hundred sent once. If the buyer went back to watch it a second time, something in it mattered to them. That is what the follow-up is about. Stop guessing. Read the second watch.
Doug
CarFilmer of the Month · October
Taylor Key
RBM of Atlanta · Sales
Taylor Key wasn't officially a CarFilm user. His dealership hadn't enrolled. In June 2026 he signed up on his own, paid for his own license, and started filming. Three and a half months later: 65 videos created, 97 sent to customers, 213 views. Still filming this week.
Taylor is this issue's CarFilmer because he answered the question most salespeople ask by just doing it. If you want to up your game, get CarFilm. His words, this week, on video.
Voices from the floor
"If you want to up your game, get CarFilm… I'm telling you, it actually works."
Sales, RBM of Atlanta · October 2026
New this week · the Doug Horner Show
Season 3 opener · now live
The Man Who Mystery Shopped Hundreds of Dealerships
Doug and Sean on why two dealerships selling the same brand feel completely different, what is actually broken, and what can be fixed.
One video is a guess. Three videos is a conversation. Replays are the answer. Pick five deals, send three videos to each, read the data tomorrow. RUN THE PLAY.
Doug
RUN THE PLAY
— Doug