How important is it to have your online showroom open & ready for business?
If you take a look at the numbers, it’s EXTREMELY IMPORTANT! In the past decade I’m sure you have seen more than a few customers walk into your dealership with a piece of paper that has been printed off of their computer. This little piece of paper contains the exact vehicle that they want to purchase! How much more basic can it get? When I was on the floor selling vehicles, that little piece of paper was as good as a house deal, in most cases, even better! Gross was higher, the deal was seamless and in a lot of instances, I got a referral from that customer. How did they know exactly what they wanted? Well with technology at their fingertips, they were able to mentally commit to a vehicle before they even walked through the door!
Your local customers ARE searching the web and if you don’t believe that, you’re simply lying to yourself. There’s a reason why all of the major car manufacturers spend huge amounts of money on their online marketing budgets annually. (In the U.S. alone – $5.1 billion on digital advertising in 2013 and that number is expected to grow to over $7 billion annually by 2017) The research also shows, that over 50% of all automotive consumers use the web to search for their next vehicle. If your dealerships website does not give them the information they are looking for, the odd’s of converting that client are drastically reduced. According to the numbers from Ford Canada, if you do nothing to enhance your new or used car listings, your conversion rate between the number of visitors to your site & sales is between (0 – 11%) (12 – 14%) if you put in a tiny bit of effort (pictures only) and a staggering (28 – 39%) if you provide your clients with a fully complete listing! I don’t know about you, but I would rather spend a little bit of time and effort to properly promote my vehicles, if it gives me a better chance to sell them!
If your dealership doesn’t have a defined online strategy, or if you need help getting your online showroom on course – we can help. AIM Experts and our team of automotive online experts have helped countless Canadian car dealerships develop a plan and a simple process for keeping their online showrooms ready for business.
For a free consultation, call us at 1 (888) 955 8777 ext 713