In today’s digital-driven market, it is crucial for dealerships to establish a strong online presence in order to capture consumer attention and successfully convert them into sales. With consumers spending days or even months researching their next purchase and consulting multiple touchpoints on their journey, it is more important than ever for your dealership to remain top-of-mind throughout this process. To help you effectively attract and engage with customers online, and ultimately generate revenue, Cycle Trader has created this comprehensive 6-step guide to Achieving Digital Sales Success.
Start at the Zero Moment of Truth
The Zero Moment of Truth marks the moment when a consumer first accesses their device to begin the purchase process. At this point, the consumer recognizes their need or desire to make a purchase at your dealership. It is essential to provide transparent information that addresses potential questions even before they arise. The ultimate goal is to provide value by nurturing relationships through effective messaging, comprehensive information, and prompt responsiveness.
Craft Listings for Maximum Impact (P.A.I.D. approach)
Your listings should be optimized with ample information and strong SEO to capture the attention of potential buyers. Transparency is key, leaving no room for unanswered questions that could lead consumers elsewhere. Follow the P.A.I.D. acronym:
P: Clearly state the exact price of your listings.
A: Incorporate relevant keywords to improve your listings’ appearance in search results and enhance your online presence.
I: Enhance your listings with a minimum of 25 images, as well as videos.
D: Write detailed descriptions that vividly illustrate the features of each unit.
Promote Digital Engagement
Leverage online tools to facilitate interactive engagement and enhance the consumer experience. In addition to static images, integrate walkaround videos of your motorcycles. Videos increase engagement and foster trust and rapport. Share these videos on your listings and across social media platforms. Actively engage with your social media audience, encouraging requests for specific demonstrations or units they would like to see. The online sphere offers the potential for personalization similar to an in-person dealership experience.
Cater to your audience’s preferences by being available through chat, text, email, and phone calls. In a recent survey of our site visitors, 43% of respondents listed email as their preferred method of communication with dealers. Quick responses are crucial – chat or text inquiries require near-instantaneous attention, while email inquiries should be responded to within a few hours. Timely communication forms the foundation of successful digital transactions.
Nurture Your Leads
The journey doesn’t end when you receive a consumer lead, especially online. Tracking and attentiveness during the customer’s purchase journey are essential. Respond promptly to leads to maintain their interest. Display professionalism and helpfulness, prioritizing consumer needs over immediate sales. Initiate dialogue to gather comprehensive insights into their preferences, financial considerations, and potential trade-ins. This enables tailored solutions from the beginning.
Exceed Customer Expectations
Adopt a consumer-centric perspective. Understand their potential hesitation in purchasing units they can’t physically examine. Mitigate this concern by providing comprehensive information, images, and videos that replicate an on-site experience. When they are ready to make a purchase, offer delivery options to eliminate the need for them to travel. For casual browsers, maintain engagement by retargeting them with ads of their preferred units, reigniting their interest. This approach also helps boost customer retention.
Digital sales are a long-lasting aspect of the marketplace, requiring adaptive strategies from your dealership. Keep this comprehensive guide accessible to ensure your dealership remains in the best position for continued success.
Looking for more selling tips and tricks? Check out our dealer blog.