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/65550
FEATURE STORY By Brad Smith, Product Manager – ARI valued-added incentives, such as free service or dealer-installed options, be sure to feature them on your website. Add photos and icons to the description of a special to make the offer more enticing. Bottom line: Remember to keep specials fresh and exciting. These efforts will not only generate more inquiries, but they will also boost your search engine rankings for potential customers looking for service. Again, the right website solution facilitates this process with the same concept as the inventory update: All product information, including features, specifications and photos, is populated, so you can keep up the good work in just a few clicks. News: Current articles and press releases KEEP IT FRESH; KEEP IT SELLING: QUICK WEBSITE MAKEOVER M ost buying starts on the Web. Your website is a 24/7 online showroom — it's one of the first locations that potential buyers visit in search of more information about your products. It's often the first impression you make on prospects. In the blink of an eye, Web shoppers will decide to click or skip, so an informative site is absolutely critical to your dealership's success. The first step to consistently driving traffic is to keep your website content fresh. Make sure that you do so before the selling season kicks into high gear; otherwise, this indispensable effort will most likely slip through the cracks. Following is a checklist that you can use as a reference tool for a quick spring makeover: Inventory: Let's start with this section, as it has the potential to generate more qualified leads than any other. Your new and used inventory must be a true reflection of your actual inventory. Product listings should be current, featuring high-quality pictures, consumer-engaging descriptions, options and pricing. Videos showcasing the units "for sale" on listings are becoming more and more popular. If you are behind on updating your inventory, make a list of the units to be added and gather the best product descriptions and photos available. Take the time to go the extra mile and shoot your own images and videos. Compelling listings increase lead volume and ultimately sales. The right website 24 solution gives you quick and easy access to photos, specifications and information, so you don't have to manually enter the information. It should allow you to simply click on all the features and options applicable to a given model and add descriptions, as well as pictures — all in just a few minutes. Specials: With so much online competition, today's buyers are always on the hunt for the best deal, so make sure that your website mirrors your in-store offers. Specials deserve a tab on your main navigation bar and even a banner ad on your homepage. If you have great deals promoted throughout your dealership, they should also be posted to your online store. Include specials and/ or coupons on individual listings because that discounted price could be the nudge a prospect needs, or expects, to get off the computer and visit your dealership. Post specials on parts and service as well, so both current customers and prospective buyers can take advantage of deals. If you experience writer's block, check out your manufacturers' sites for language on special pricing or visit other dealers' sites and see how they promote specials. Press coverage is also a good source of compelling descriptions: If you're looking at describing an older model, chances are that it's been reviewed by the media. Do a quick Google search using the model name. In addition to specials for a given product or stand-alone service, consider offering packaged deals to sell multiple services at a competitive price. If you are including on your website will encourage prospective buyers and existing customers to come back and keep themselves up-to-date. Organize content starting with the most recent information to keep returning visitors engaged. Be sure to share your accomplishments, including industry awards, sales milestones, company expansion, recent and upcoming events, etc. Take advantage of relevant news available on the websites of the manufacturers you represent, including the press releases they issue and the subsequent media coverage, which will serve as great content for search engines to index and make it easier for prospects to find your website. Industry news sites are also a valuable source of ongoing, fresh content. Sign up to receive e-newsletters from the leading industry publications and associations. Then, choose the articles that would be most relevant to your target market. As a matter of professional courtesy and to avoid any copy infringement issues, always ask for permission in writing (via an e-mail to the editor) to post an article to your website and reference the source at the end of the article. Testimonials: There is nothing more credible than third-party endorsement. Give the "microphone" to your customers to prove how great your dealership is, so prospects can read about the great experiences buyers have had with your team. This will also build loyalty and strengthen the relationship you have with current customers. The more testimonials that you receive and use, the better. If possible, include at least five strong testimonials with a different angle — experience with a product customers bought from you, experience with a staff member they were pleased with, etc. — and update them every couple of months. Inserting OUTDOOR POWER EQUIPMENT www.outdoorpowerequipment.com