In the current digitally-driven market, it is imperative for dealerships to establish a robust online presence to capture consumer attention and effectively convert them into sales. With consumers dedicating days or even months to researching their next purchase and consulting various touchpoints on their journey, it is now more crucial than ever for your dealership to stay at the forefront of their minds throughout this process. To assist you in attracting and engaging with customers online, and ultimately generating revenue, Equipment Trader has created this comprehensive six-step guide to achieving digital sales success.
Commence at the Zero Moment of Truth
The Zero Moment of Truth signifies the point when a consumer first turns to their device to initiate the purchase process. At this stage, consumers have chosen your dealership as a potential resource. It is vital to offer transparent information that addresses potential questions even before they arise. The ultimate objective is to provide value by nurturing relationships through effective messaging, comprehensive information, and prompt responsiveness.
Create Listings for Maximum Impact (P.A.I.D. approach)
Ensure your listings are optimized with plenty of detail and keywords to capture the attention of potential buyers. Transparency is paramount, leaving no room for unanswered questions that could lead consumers elsewhere. Adhere to the P.A.I.D. acronym:
P: Clearly state the exact price of your listings.
A: Incorporate relevant keywords to enhance your listings’ appearance in search results and boost your online presence.
I: Enhance your listings with a minimum of 25 images, as well as videos.
D: Write detailed descriptions that vividly illustrate the features of each unit.
3. Promote Digital Engagement
Leverage online tools to facilitate interactive engagement and enhance the consumer experience. Alongside static images, integrate walkaround videos of your equipment. Videos increase engagement and foster trust and rapport. Share these videos on your listings and across social media platforms. Actively engage with your social media audience, encouraging requests for specific demonstrations or units they would like to see. The online sphere offers the potential for personalization similar to an in-person dealership experience.
Be Accessible to Your Customers
Cater to your audience’s preferences by being available through chat, text, email, and phone calls. In a recent survey of our site visitors, 51% of respondents listed email as their preferred method of communication with dealers. Quick responses are crucial – chat or text inquiries require near-instantaneous attention, while email inquiries should be responded to within a few hours. Timely communication forms the foundation of successful digital transactions.
Track Your Customer Journey
The journey does not conclude when you receive a consumer lead, particularly online. Tracking and attentiveness during the customer’s purchase journey are vital. Respond promptly to leads to maintain their interest. Display professionalism and helpfulness, prioritizing consumer needs over immediate sales. Initiate dialogue to gather comprehensive insights into their preferences, financial considerations, and potential trade-ins. This enables tailored solutions from the outset.
Exceed Customer Expectations
Adopt a consumer-centric perspective. Understand their potential apprehension in purchasing units they cannot physically examine. Alleviate this concern by providing comprehensive information, images, and videos that replicate an on-site experience. When they are ready to make a purchase, offer delivery options to eliminate the need for them to travel. For casual browsers, maintain engagement by retargeting them with ads of their preferred units, reigniting their interest. This approach also aids in boosting customer retention.
Digital sales are a long-standing aspect of the marketplace, necessitating adaptable strategies from your dealership. Keep this comprehensive guide accessible to ensure that your dealership remains in the best position for continued success.
Looking for more selling tips and tricks? Check out our dealer blog.