We talk to dealers everyday who ask what they can do to get more views online, sell more cars and make more profit. Inevitably, we start with a simple analysis to see how a dealership is doing with the basics. Selling cars is no different than football: The team that wins is the one that executes the fundamentals more frequently than the other team.
Is your dealership executing the fundamentals properly? Here is a quick checklist for your digital fundamentals:
· Have 95-100% of the following:
· 30+ high quality photos
· Compelling vehicle description
· Video of the vehicle
· Competitive market-based price
We run into a growing majority of dealers who have these fundamentals executed properly…on used vehicles. When we look at their new inventory, however, there are “stick” photos, MSRP prices, no video and no comments.
Over the next few months we are going to look at how each digital merchandising fundamental can improve your sales and profit.
Let’s start with Photos. Humans are visual creatures and crave visual input. We want to see what we are shopping for. Tracking your SRP to VDP conversion rate is a key metric for success. If a consumer sees your vehicle and clicks on it to get details, they are one step closer to buying it. The average dealer with no photos of new vehicles on CarSoup.com have less than a 1% conversion rate, while dealers with real photos have over a 5% conversion rate!
The photos you take are a virtual walk around of the vehicle, use it as such; take photos of the exterior, interior and key features. If you do, customers will look at and buy more of your vehicles.
Which one would you rather look at?