Merchandising RVs – quickly and effectively – is the guts of your business. And, you’re good at it. Yes, you move units. Lots of units.
But, still somehow … just like John D. Rockefeller when he was asked, “How much is enough, John?” you often find yourself answering the very same way Rockefeller did … “Just a little bit more.”
So, here are a couple of simple “tweaks” you might want to consider. These could help you sell … just a little bit more …
Question: Are the verbal descriptions on your RV ads helping you – or – could they actually be hurting you?
Let’s have a look. Put yourself in the RV shopper’s shoes and go have a look at the descriptions on your ads.
Go. Look now. At how your descriptions appear on your ads.
Do They Look Like This?
“DESCRIPTION: 2013 FOREST RIVER CEDAR CREEK SILVERBACK 29RE, THREE SLIDES, REAR ENTERTAINMENT CENTER WITH A LCD TV, AM/FM/CD/DVD STEREO, ELECTRIC FIREPLACE, AND STORAGE CABINETS. THE MAIN PART OF COACH HAS TWO CATHEDRAL SUPER SLIDES, DOOR SIDE SUPER SLIDE HAS A FREE STANDING DINETTE WITH FOUR CHAIRS, AND A GUNSLINGER LEATHER AIR MATTRESS HIDE A BED. THE OPOSING SLIDE HAS TWO GUNSLINGER LEATHER LA Z BOY RECLINERS, OVERHEAD CABINETS, AND PART OF THE KITCHEN. LIVING AREA ALSO HAS ARCHED CEILINGS, CENTRAL DUCTED 15K BTU A/C, CEILING FAN, THREE SPEED ATTIC FAN, AND FLOOR DUCTED FURNACE. THE KITCHEN COUNTER HAS SINK WITH COVERS, HIGH RISE FAUCET, PULL OUT SPRAYER …”
… and, it keeps rolling for another 22 lines!
6 column inches wide x 7 inches tall.
Completely illegible. Get the point? Who can read a description like that?
Or Are Your Descriptions Like This:
“Length: 30 FT.” (Virtually no description.)
” ” (No description at all.)
So, Herein Lies The Rub for The RV Dealer … errr … The RV Merchandiser
Merchandising is of course, a process. It’s a defined series of steps, steps you take consistently, like a formula, so you get optimized / predictable results. (I.e. sales.) But descriptions like those above will not “optimize” much – especially sales.
Preliminary Ideas to Try …
The greatest RV descriptions leave shoppers anxious to come and see. It’s not a long walk for you to get there, but it will require some change.
1. Avoid ALL BLOCK CAPS as the human eye just cannot read ALL BLOCK CAPS as easily as upper / lower case. Plus, in the digital world, all caps is often interpreted as yelling.
2. Make your list of features more vertical by adding returns. Avoid long run-on sentences.
3. And, what about all that sales training you give your people? Shouldn’t your descriptions contain benefits along with every feature? Plus a story perhaps?
Your RV Classified Ad Is Your Online Salesman.
4. Limit features to those key, distinguishing features you know are highly valued in the marketplace.
5. If your description is well laid out, easy to read, informative and compelling, don’t be afraid to ask your ad viewers / readers to be in touch with you.
- Request they call you.
- Ask them to email you or drop by and see the unit.
- Mention your dealership’s promotions.
- Make the buyer an offer.
- Great RV Classified ads incorporate a clear and professional Call-To-Action (CTA) directly inside their well crafted descriptions.
A Powerful Force Improving the Pull of Your Ads
Descriptions have power to persuade, the ability to incite action, to compel prospects to move ahead.
You want GREAT descriptions. Move your good descriptions to great. (I’d love to work with you on this. Set benchmarks now, make necessary improvements, track the increased leads you get, and do the math at the end of the year. Let me know. Here to help.)
All you have to do is systematize the creation of great descriptions. Start by incorporating Steps 1 to 5 above into your merchandising procedure. Train it. Delegate it. These small changes alone will convert ad-lookers to ad-responders and mean more leads for your team.
Several additional mission-critical, lead generation imperatives regarding the descriptions on your ads will be discussed in future RVAdvertiser posts. Stay tuned. (Make sure your entire team is subscribed so you do not miss out!)
NOTE: If you absolutely cannot wait to learn more, remember, “descriptions” is one item we go over in depth in RVT’s RV Sales Maximizer Sessions. These no-cost professional consultations are available to any RV dealer – or manufacturer – whether you are a customer or not. So, keep an eye out for future posts or … call and schedule a convenient time to discuss.
The way you describe your RVs will help you sell … just a little bit more.