Digitization is gaining momentum and expanding across borders and continents. With buyers spending countless hours on the internet gathering all the information they possibly can, there's no denying the fact that they are now much more aware than they ever were. To cope with the increasing customer awareness, marketers need to modify their strategies and change the way they position and display their products. They need to bring every facet of their inventory above the fold. They need to know what drives sales. A simple set of changes today could have a huge impact on your sales a few months down the line.
Slowly selling inventory is a pain for every automated dealer and is something everyone has encountered at least once. Keeping the inventory moving is absolutely essential. And how do you that? You bring the products to the customers and not the other way round. For every vehicle in your dealership, there are thousands of buyers out there and it's up-to you to go out and find them. If not you, at least hyper-targeted advertisements can. Take an omni-channel marketing approach and distribute internal listings across highly trafficked websites like Facebook. Further, specifically target the buyers living in close proximity to your dealership. These personalized advertisements deliver extremely relevant traffic to your VDPs. With various solutions available these days, you get to create dynamic advertisements based on intended buyer's particular Google searches. Since the ads are not pre-designed and based on the information the buyers are seeking, they tend to be more fitting and increase the click-through rate.
When people land on Vehicle Display pages, make sure that they do not leave empty handed. Simply put, VDPs should be engaging enough because buyers tend to have very cramped attention spans. They would not hover around your website if they do not find what they came for. Some important points to consider:
- Do not use stock photographs
- Make sure that your inventory is priced. Inquiry increase by as much as 381% when inventories are listed with prices. Modern inventory pricing tools can be very helpful in ascertain the appropriate price.
- Use consistent and high-resolution photos.
- Videos are a rage: Buyers seeing their next vehicle is motion is extremely powerful.
The leads you get from the VDPs should be converted into phone calls and E-mails. And then comes the most serious part that is dealership visit. Now this process involves human animals more than technology. Your sales are only as good as your hired employees. Your staff needs to be productive, technical, detail-oriented and dependent. It's preferred that you hire the right people rather than spending time grooming them. Put yourself in the buyer's position and work hard to make that experience as unique and as special as possible.
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