Does this ever happen to you? You clearly delegate a specific procedure. You explain exactly how you want it done. You stress the importance. And, you stress the importance again. Then, like any good owner, you count on it getting done right – the 1st time!
Or, conversely …
Maybe you’re a smaller dealership and you’re running flat out all day long (larger dealers too!). You run a tight ship. No room for dead wood around your shop, no margin for error. You just can’t get to every little thing. So, you choose your priorities. Hey, you do what you can. You get the important stuff done.
But, How Do You Decide What’s Important?
At your bricks & mortar location, you’re open long hours – probably 6 days a week. But online, you’re 100% “on duty” 24 / 7 / 365.
At your location, you carry the best brands, all the units on your lot are clean, well merchandised and you’ve got a really good group of sales people to handle lead info capture, RV demos, and features / benefits / real-life-stories presentations.
Your online ads NEED TO show – as well – if not better than – the inventory on your lot shows. Your ads are THAT important.
As more and more RV consumer shopping activity moves online, you should never under-estimate the importance of …
The look and feel of your ads.
The quality of the photographs of your RVs.
The descriptions of your units and how they are created / put together and published for buyers to read and take action on.
And stay in constant touch with your Internet leads over the long term
The Internet is here for keeps. Don’t take any part of your Internet Department for granted. Your ads make a difference. Your people count. And, you’ll soon find, the biggest winners of all are your customers.
Author: Chris Mapson
Chris Mapson | RVT.com | RV Sales Maximization Specialist. Chris is RVT's Lead Generation, Lead Management and CRM professional. He works closely with RV dealers and manufacturers across N. America. Chris helps "optimize" RV ad listings and implements out-of-the-box Lead Generation initiatives that increase dealers' RV sales. Blog: RVAdvertiser.com. Private consultations: Visit RVT.com/Sessions.
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“Another great article. Thanks for sharing with us. I always look forward to what you have to say regarding RV marketing. Please keep up the good work… it’s greatly appreciated.”
Director of Marketing
Winter Garden, FL