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Why Attraction is Better Than Promotion for Selling Cars

Producing more sales while spending less is the goal of every dealership.  To accomplish this goal dealers can focus on 1 critical component.

  1. Attraction Rather Than Promotions

Frustrated dealers spend time and money promoting rather than attracting.  Promotion symptoms include inflated budgets, slow-moving inventory, high impressions, low conversions and high bounce rates on websites.

The solution is attracting the right buyer, not promoting.  Frustrated dealers invest too much effort and spend too much money for marginal results. Every dealer works hard because selling vehicles is not easy.  Frustrated dealers have 3 options, spend more, deploy a better process, or live with the results.

If you feel you could attract more buyers, schedule a quick discovery call with our inventory experts to compare your process with the AIM Experts way.  AIM’s inventory management platform was built on the belief that attraction works better than promotion.

Click Here to Schedule

The benefits of attracting the right buyers are realized immediately.  Online impressions increase, conversions increase and bounce-rates drop, resulting in faster inventory turns.

3 Keys to Maximize Kijiji Listings

 

How do you compete on Kijiji with dealerships with bigger budgets and more inventory?  Here are 3 expert tips to get the most out of your Kijiji listings.

Kijiji Tip #1:  Think like a newspaper publisher.   If you want to sell newspapers, what do you highlight, the name of the paper or an attention grabber?  Like a newspaper, there’s limited space on the search results page so you must treat that real estate as a valuable commodity.  Ensure your headlines have the features consumers are looking for and displayed in both the headline and the comments.  Offering a bi-weekly price can work like “click bait”.  The goal of the search results page is first to be found and second to generate a click.  Kijiji does not charge extra for robust content, so use it wisely.

Look at the examples below and compare:

Kijiji Tip #2:  Treat your vehicles like a resume.  Have you ever hired someone?  How many resumes did you look at before you called the applicant?  You were likely looking for a very specific candidate and only called a few from all the resumes you received.   You screened your applicants and the resume was a reason NOT to call most of them.   Consumers are doing the same thing on Kijiji, they are looking for a reason NOT to call.   The resume does not get you a job, it gets you a phone call.  Kijiji is not going to sell your cars, it will get you in contact with a local consumer in the market for a vehicle.  When shoppers “Don’t see what they are looking for?”, they can hit the back button and find what they are looking for from your competitor.  

Kijiji Tip #3:  Take Advantage of Segment.  Kijiji does a great job of segmenting their traffic for dealers.  They have “For Sales by Owner” and “For sale by Dealer”.  Why would a consumer select by Dealer?  Likely because they need a service only a dealer can offer, either financing or trade-in, often both.  Using some of the real-estate in your description to offer financing or trade-in will leverage the need of this segment, ignore it and your results suffer.  For example, the results show 93 vehicles matching the search 2016 GMC Sierra 1500, but by clicking “Financing Available it reduces it down to 11.  As if only those eleven dealers offer financing?   


If your dealership is using Kijiji, Trader or Car Gurus it’s critical that you execute properly.  A properly optimized listing will make your dealership more money.  If you calculate the cost of losing just one deal a week from poorly executed listings, you learn why most dealers ignore the problem, because it’s too painful to face.   To learn how AIM Experts consistently delivers listings that outperform contact us today.

AIM Experts Launches Canadian Partner Program

The program was designed to meet the needs of the rapid digital transformation taking place in the automotive ecosystem.  The new program will allow AIM”s channel partners to quickly offer a full portfolio of digital products and services to the Canadian automotive marketplace.

The AIM Expert Partner Program is selectively recruiting independent contractors, lot service providers,  marketing agencies, and independent automotive consultants.  The key elements of the program include:

  • Advanced Inventory Management Software
  • Future Proof Digital Products
  • Comprehensive Training and Support

Companies of all sizes are looking to leverage the digital transformation taking place in automotive.  From a single entrepreneur providing lot services for dealers to a social media agency providing digital marketing, the AIM Platform when combined with hands-on services provides a core premium value to the dealers.

The AIM Partner program provides a plug-n-play digital business for the entrepreneur looking to expand their dealer services.  With this new Canadian program AIM is fully committed to providing our partners the training, support and integration expertise required to create value for the dealer community and enable our partners to be successful.

Creating an Emotional Connection with Car Shoppers

 

As with most things online, looking good is often associated with being good and credible. The more visually appealing your vehicles appear the more trust which is generated with online shoppers. For the most part, online vehicle shoppers are passive receivers of information. To move the shopper towards a purchase requires an emotional connection. Dealers that leverage technology that maximizes the emotional connection will influence online shoppers with measurable desired behaviors.  The desired behaviors dealers want to influence include, impressions on third-party sites, click-through-rates, bounce rates, VDP views, and time-on-site.

Today, the line between the physical product and the online vehicle is so blurred that the online vehicle is the product. When information is missing, the impact is negative, not neutral. The expectation is for transparent and real-time information online. Anytime there is a risk for the consumer caused by missing information, the decision is delayed. Delayed decisions only increase customer acquisition cost for dealers. The goal of every dealer is to generate a boatload of profitable online customers for cheap. But this is not strictly a website based competition among dealers. It includes a mix of the following: personnel, partnerships, and communication, made possible by technology.

 

Below is a display of similar feature vehicles common on most website:

Here is an enhanced with one of our dealers:

With most vehicles, there are often one or two specific features that make one vehicle stand out more than another. But for each individual consumer that combination will be different. For example, one buyer may be searching for a low mileage, one owner vehicle, while the other is looking for GPS and backup camera. It’s one thing to know which vehicles in your market are in demand, but presenting those vehicles online so they become emotionally appealing is equally as important. Today, most dealers utilize a pricing tool, therefore the competitive advantage of the technology decreases as more dealers utilize the same technology. Dealers that avoid telling the story of a specific vehicle look less credible and miss making an emotional connection.

Creating an emotional connection with today’s savvy online shoppers is not getting easier. Tactics that worked in the past become less effective over time. The cost of not connecting emotionally is significant. It shows up on the balance sheet as an increased marketing budget without a corresponding increase in revenue. It can be seen in analytics reports with high impression counts, bounce rates and VDP views without conversions. The cost associated with the remedy is minimal compared to the opportunity cost of living with the problem. Most importantly this is not a problem that will solve itself unless you’re willing to continually increase marketing spend.

AIM Experts is a technology provider that partners with Canadian dealers to create an emotional connection between your vehicles and today’s sophisticated shopper. Our experience shows that dealers who connect emotionally can dramatically improve online results without a comprehensive website redesign.

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