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/52507
not selling a product as much as you are offer- ing a buying and ownership experience. Be professional and upload your own pictures and videos of the actual unit for sale — not OEM stock photos or images of a similar product, since that's a sure way to make prospects walk or click away. Consumers are simply not inter- ested in what the product looked like when it was new! Most used-equipment buyers want to exam- ine every detail of the actual product. They need reassurance that they're making the right decision, so take the time to accurately and thoroughly display your products. It creates a good first impression and begins to build trust. It also gives you a competitive edge because customers that make their way to your listings are more likely to pick up the phone or come by your dealership. The good news is that today's leading OPE website solutions providers offer proven tools that can do the heavy lifting for you, so you can keep your online inventory as consistently fresh and appealing as your showroom. This includes providing you with the latest OEM images and product specifications out of the box and not limiting the number of pictures you can include with any given unit of inventory. It's time to include videos Videos are becoming another arrow in the salesman's quiver. Contrary to popular opin- ion, shooting video is not that complicated or time-consuming. Today's digital cameras and camcorders allow you to quickly and easily make a video. The main advantage of a video is that it adds depth compared to pictures. With video, you can show how easy it is to operate the 2012 Ariens ST22LE Compact 22-inch two-stage snow blower in tight environments for example. That just can't be done with a still shot. A proven website solution should make it easy and quick for you to embed videos in a few clicks. • Developing a process: Start by assigning someone to manage this effort and determine how often that person will shoot videos. Two types of products should be given priority: new units, so you can introduce them as soon as pos- sible, and aged units that you're looking to move pronto. Create a list organized from oldest to newest units in inventory, and set the plan- ning accordingly. As new units arrive, change the schedule to fit them in right away. • What to shoot?When it comes to con- tent, use the same checklist we suggested for photos. Combine a general overview of the product with an emphasis on special features and benefits. As long as your salespeople are ex- perts in the units you're shooting and they ad- dress the camera as if they're speaking with a customer one-on-one, the video will be com- pelling. Just like with pictures, your goal is to entice the online visitor to come to your deal- ership for a closer look. • How long should the video be?Videos should be no longer than five minutes, includ- ing a wrap-up section where salespeople get to state their name and contact information, which also appear as a scrolling caption. This technique has proven effective for many dealers, as prospects often walk in the dealership asking for that specific salesperson after watching a video online. In addition to presenting the product, videos sometimes have the added benefit of cre- ating a bond between the prospect and the salesperson before they meet in person. Today's successful dealers take the time to develop content-rich listings that hook poten- tial buyers with a full, compelling story. They increase their visibility and attract higher-qual- ity buyers because featuring multiple pictures and great videos gives prospects more of the in- formation they're looking for up front, so by the time they call or e-mail, they are closer to actu- ally buying that product. It's also about facilitat- ing the buyer's often overwhelming research process and creating a positive first impression, which often marks the beginning of the sale. Your inventory is your online showroom. Mak- ing it informative and eye-catching will drive more traffic and convert more Web visitors into buyers. OPE Brad Smith is product manager at ARI, a Mil- waukee, Wis.-based provider of technology- enabled business solutions for dealers, distributors and manufacturers in the outdoor power equipment, powersports, ma- rine and RV industries. Products and serv- ices include eCommerce-enabled websites, lead generation, lead management, Search Engine Optimization, Search Engine Mar- keting, and eCatalogs (parts, garments, and accessories). Smith can be reached at (414) 973-4459 or bradsmith@arinet.com. For more information, visit www.arinet.com. Put your best shot forward • Set the stage. Wipe down the unit and use a spray polish to give it a clean, shiny appear- ance. For units with tires, such as riding lawn mowers and snow blowers, apply tire protec- tant to give the unit some extra shine. When staging the unit for pictures, add any relevant ac- cessories, such as a mulching kit for a riding mower, to further entice prospects and dress up the unit. • Location, location, loca- tion.Make the effort to take the unit to a green, visually ap- pealing location or create a park-like setting at your dealer- ship. The goal is to help poten- tial customers picture themselves using the unit in this ideal setting. • Tell a story:When you're done following your checklist, organize pictures from wide- angle to close shots. For new units, upload multiple-angle pictures followed by detail shots. For both new and used models, detail shots should be organized as if a salesperson was presenting the product to a prospect in-store, highlighting distinctive features. Powerful, to-the-point captions serve as story tellers and information providers. • Get another opinion: En- list the help of a couple of co- workers to go through the listings and put yourselves in the shoes of a prospective buyer: "Am I getting all my questions answered? Does this 'complete picture' make me want to go to the dealership?" Take the time to research your competitors' listings for the same model. Which ones are the best and why? Are you sat- isfied with your listing com- pared to that of your competitors? Have you suc- ceeded in standing out? OUTDOOR POWER EQUIPMENT JANUARY 2012 23