and making educated decisions about their purchases, so when they're coming to your store, they're looking for quality and expertise, all at a reasonable price. You know your stuff. You have the "local" connection. Take advantage of that with every customer, every time. - Make sure you know your products
and why your product knowledge and quality stand above the rest; then, promote that in your dealership. Details matter. Show that you're a certified, authorized dealer for the OEMs you represent. Display your technicians' training certificates to demonstrate their qualifications. It's the little things that add up to completing the big, comforting picture about the quality and expertise of your business. - You should also promote your
expertise online. Beyond the basics of demonstrating your team's experience in the "About us" section, provide detailed product information that makes consumers
come to you — not your local competitor or a big-box store — to learn more and buy now. Include product comparisons, reviews and ratings, as well as Do-It- Yourself instructions and videos. Making your site a resource will keep visitors' attention longer and keep them coming back to purchase.
- Finally and most importantly, if
you want to keep your local and online customers, you have to stay in touch after the purchase. It shows that you care. Check in, thank them, and include them in future, relevant email campaigns about maintenance tips, special offers, and any other dealership news that may interest them.
In today's marketplace, customers have plenty of options to choose from when it comes to buying equipment and having it serviced. It makes doing business more complicated and more competitive. That said, most customers will come back to you if you're efficient and helpful, giving
them what they need, when they need it — fast. And that often depends on how you maximize the tools you have in your dealership to retain customers and grow your repeat business.
Catherine Lukas-Ter Horst has more than 15 years experience delivering innovative solutions in product development and management; online marketing and
distribution; training and development; and Web-based technology. As Product Manager at ARI, Catherine works closely with the company's management, sales and development teams to launch and enhance products designed to help dealers sell and service equipment more efficiently. She can be reached at (414) 973-4548 or Terhorst@arinet.com.
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