Digital Dealership: Getting Practical
Tonight, guest blogger Mets Kramer continues to educate us on all the digital aspects of our business with The Digital Dealership: Getting Practical.
For the past few weeks, we’ve looked at creating a digital dealership and what defines going fully digital. One of the main areas of focus, was changing our understanding of how providing information was a key aspect. Being fully digital, requires being able to provide all the information customers require, about your inventory, in a digital, and typically self-serve way.
Working from current research on purchasing, we know customers are doing 85% of their research, about their purchase, digitally prior to calling a dealer. This means customers want to find the information they need, to make a purchase decision, in your online platform. As a digital dealer you need to provide this information.
To put it into perspective, you cannot call Amazon to ask a question about the product you are looking at, so Amazon provides lots of space for product descriptions, so you can make a decision.
For equipment it’s no different. To provide adequate information to buyers, a digital dealer needs more than a short summary of a couple features and a few pictures. Consider the following as important.
- Specifications, of the machine and model
- Service History
- 10+ images
- 1 or more videos – Operating, walk around, engine running, etc.
- Oil Sample history
- Repair and condition report
- Market and operating cost info
- Attachments and features
In a traditional approach, of digital billboard advertising, providing all this information and making it available on the website, takes a huge separate effort loading data into the site, or an outside system. Furthermore, in all “out of the box” or “off the shelf” platforms, the presentation is standard and doesn’t present the equipment in a way that reflects your dealership.
So, I’m going to put my money with my mouth is;
I would like to show any of you, how manageable taking charge of your own digital presence is. Modern software and website technology makes building a website easy and representative of your dealership. It allows information to flow from your inventory management to your website and back to your CRM. This will allow you to serve up video, images, documents, and detailed descriptions, and even recognize visiting customers.
If you have been following this series and want to see it in action, I’ll provide for you a CRM and a blank website template, linked to your inventory in the CRM. The Site will be a cutting edge Litespeed server with an Oxygen website template connected to the Vizybility CRM and your inventory, using our WordPress plugin. Our team will show you how manageable it is, how you can present your inventory and products exactly how you want. We will work with your team for two months to show you how it will change your digital presence and your customers engagement. We will even connect your customer data from CRM to Mailchimp so you can run standard and drip campaigns to keep your customers engaged. If after 2 months you are not convinced, it’s on me.