Outdoor Power Equipment

March 2018

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.

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www.outdoorpowerequipment.com OUTDOOR POWER EQUIPMENT MARCH 2018 25 Make your dealership easy to contact The same rule that applies to your website applies to your online listings: make it easy for customers to get in touch with you. It's important to include your seller profile and contact information (name, address phone number and e-mail) in each listing to make reaching you a breeze. Don't forget to link your listings to the inventory page on your website to help drive traffic and generate more leads for your dealership. Plus, many third-party sales sites have features that allow shoppers to make an offer or request a quote on models in which they are interested. Make sure you respond to those inquiries quickly to capture leads while they're still hot. Test to find what works best Maximize the investment you put into posting your inventory online by finding what works, testing, and changing your strategy. Think about creating A/B tests for some of your larger- ticket items. Maybe you have a new tractor model and you'd like to see what drives more interest. Create two versions of your online posting: an A version and a B version. Use different pictures and different copy, and find out what sells faster. Do this with a few pieces of equipment to come up with a tried- and-true marketing strategy. Keep testing year round. Like most products, your outdoor power equipment has a seasonal sales cycle, and some equipment might move better during one season than another. You'll find the best formula to move the most amount of inventory in no time. Use an inventory syndication tool A what? You read that correctly. An inventory syndication tool helps you manage your inventory, and posts your equipment on top social media and shopping sites such as Craigslist, Facebook and eBay. If your days are too busy to manually update your third-party sales listings, inventory syndication tools such as Auction123 make managing your listings a whole lot easier. It pulls data directly from your website and allows you to quickly and easily upload inventory photos and information to save your staff the time and effort of making updates by hand. Taking advantage of third-party sales sites can help you drive exposure for your dealership, capture more leads and generate more sales. Get your outdoor power inventory found across the entire Internet, and start reaching more potential customers today. Chris Damico serves as marketing manager at ARI Network Services. He's helped hundreds of dealers across the country with their digital marketing, including the content and search engine optimization (SEO) of their websites, social media presence, and advertising and email marketing campaigns. He's dedicated to the mission of helping dealers improve their operations through the implementation of ever-evolving best practices paired with ARI's suite of award-winning data-driven software tools and marketing services that help dealers "Sell More Stuff!" online and in-store. ARI removes the complexity of selling and servicing new and used inventory, parts, garments and accessories for customers in the outdoor power equipment, powersports, marine, RV, automotive tire and wheel, and white goods industries. More than 23,500 equipment dealers, 195 distributors and 140 manufacturers worldwide leverage ARI's website (www.arinet.com) and eCatalog platforms to "Sell More Stuff!" OPE Websites like Craigslist, eBay and even Facebook are some of the first places shoppers visit to find new or used outdoor power equipment.

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