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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Page 23 of 51

24 MARCH 2018 OUTDOOR POWER EQUIPMENT www.outdoorpowerequipment.com WEBSITE SOLUTIONS BY CHRIS DAMICO T he Internet is a big place. Today, more than 81 percent of shoppers navigate the online maze to find research before buying a product; and once shoppers find what they want, 88 percent of them make their final purchase in store. Want to get more online leads and drive traffic to your dealership? Of course you do! Make it as easy as possible for your next potential customer to search your in-stock inventory online by mastering third-party sales channels. Your website is an important tool for your dealership — it's where your customers and prospects go to find out what you have in store. But it's only one corner of a very large online marketplace. Listing your inventory on high-traffic sales channels draws attention to your inventory, helping you reach more potential buyers and gain more exposure for your dealership. Websites like Craigslist, eBay and even Facebook are some of the first places shoppers visit to find new or used outdoor power equipment. With millions of shoppers visiting these websites daily, it's a no-brainer that listing your inventory on these Internet powerhouses will help you generate leads and drive sales. There are a few simple ways to master these third-party sales channels: Create in-depth inventory listings Like I said before, shoppers begin their buying journey online to research products, so give them the information they want. Include every detail you would on the inventory pages of your website, including model, year, price, specs, multiple pictures and more. Instead of using stock manufacturer pictures, take pictures of your inventory from a few different angles right in your dealership to show shoppers what they look like in real life and add a personal touch. Finally, write a description that highlights each model's features and benefits to help shoppers decide if the equipment will fit their needs. Update listings to keep them current Your inventory changes day to day, so keeping your inventory listings up to date is important. You don't want shoppers to find something they want to buy from you only to find out it's already been sold. Anytime you adjust pricing or sell equipment, update your third-party listings to reflect the changes. And when you have a sale going on, put your sale pricing on your listings as well. Everyone loves a deal, and it will help you stand out from — and beat — the competition. Seeing a reduced price might be the incentive a shopper needs to make a purchase from you or find out more about your dealership. Once the sale is over, create a reminder to change the pricing back. Mastering Third-Party Sales Channels IMAGE @ISTOCKPHOTO.COM/CHRISTIAN RUMMEL

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