Proudly serving the industry for which it was named for more than 50 years, Outdoor Power Equipment provides dealers who sell and service outdoor power equipment with valuable information to succeed in a competitive market.
Issue link: https://read.dmtmag.com/i/270157
OUTDOOR POWER EQUIPMENT w w w. o u t d o o r p o w e re q u i p m e n t . c o m 14 I t wasn't that long ago when independent outdoor power equipment dealers were the first place that consumers would go when they needed to make an equipment purchase. Consumers would use the Yellow Pages to find the closest dealership and speak to a salesperson whose job it was to educate them about the different products available. The salesperson's role included explaining the pros and cons of each product using glossy, full- color brochures; describing how it solved the consumer's need; and establishing enough trust to ultimately guide the consumer through the decision process and make the sale. A satisfied customer played the important role in generating additional sales through word-of-mouth marketing of the customer's positive experience. Today, the Internet has changed the sales process by taking the power of information out of the hands of the salesperson and giving it to the consumer. Not only are consumers digitally connected through desktop and laptop computers, but also through tablets and smartphones that literally put information right in their hands. In fact, according to GE Capital Retail Bank's second annual Major Purchase Shopper Study, in 2013 more than 80 percent of consumers did extensive research to compare prices right in their own home — and spent an average of 79 days gathering enough information prior to making a major purchase of more than $500, including lawn and garden equipment. Expanding your online presence In today's day and age, having a website is a given. However, having only a website is not enough because it's just like taking that glossy, full-color product brochure and digitizing it for the Web. Consumers like to interact online with the businesses and brands they support and have a sense of loyalty to. Facebook, Twitter, and search engines such as Google and other advertising and social platforms are some of the cornerstones in how consumers share and gather information online. Not all platforms are appropriate for every dealer, but finding out where your customer base likes to get information is an important first step in expanding your online presence. Dealerships that embrace these technologies and platforms are able to reach consumers in new and relevant ways, as well as provide the information they are looking for when and how they want it. Announcing new products, dealership specials, product reviews, benefits for using the dealership, video tutorials, contests, giveaways, customer stories/highlights and safety tips are just some of the ways for dealerships to connect, engage, and establish trust with consumers online much like the old days of in-person, face-to-face conversations. FEATURE STORY By Carissa Gingras Successful online strategies for fueling customer engagement Dealerships that embrace these technologies and platforms are able to reach consumers in new and relevant ways, as well as provide the information they are looking for when and how they want it.