During uncertain times, we must rely heavily on a digital presence to capture consumer attention and convert them to a sale. Gone are the days where a consumer began their search process the moment they walked into your dealership. Now, consumers spend hours, days, weeks, and even months researching their next purchase. More than 75% of your potential customers are conducting internet research before generating a single lead and consulting over 24 different touchpoints on their path to purchase, it is more important than ever that your dealership remains top of mind throughout this process.
We’ve created this step-by-step guide to help your dealership attract online customers, engage with them, and ultimately successfully generate revenue.
1. Start at the zero moment of truth. This refers to the time when a consumer first opens up their device to begin the buying process. At this point, the consumer recognizes that they have a need or demand for your unit. Be sure to be as transparent as possible and provide all of the information a customer may need. Build value by anticipating the questions consumers have before they are asked. Your ultimate goal is to provide value and cultivate relationships through the messaging you use, the information you provide, and how responsive and timely you are.
2. Create listings that get you P.A.I.D. Your listings should provide all the information a consumer needs to make an informed decision. Be transparent and do not leave any questions on the table – these questions could lead consumers to look elsewhere. To do this, remember the acronym P.A.I.D.
P: Include the exact price of your listings
A: Include keywords so your listings appear when people search,
I: Provide at least 25 images and don’t forget videos,
D: Use technical descriptions that paint a vivid picture of your unit
3. Drive engagement digitally. While shopping online, consumers may have a hard time committing since they aren’t physically at your dealership. Take advantage of online tools to help engage with your audience to create a more interactive experience. For example, instead of just using photos, provide walkaround videos of your units. Videos are more engaging and can help build rapport and trust. Then, spread the word by not only posting these videos with your listings, but also try sharing them on social media. Interact with your audience on social sites and ask them what units they would like to see or features they would like demonstrated. Just because you are online does not mean you cannot create the same personalized, unique experience that you would deliver at your dealership.