Imagine one of your sales representatives at your store walking up to a prospective buyer on your lot to help answer their questions. The salesman asks the buyer how they can help, and the buyer responds by saying that they are looking for a black truck. With a smile the salesman tells the buyer to follow him and takes them to a row of black trucks. “Here you go” the sales person tells the buyer and walks away.

Now, imagine the same buyer walks onto your competitor’s lot and is approached by a salesman there. The sales person ask the buyer how they might be able to assist them and the buyer responds in the same way as before saying, that they are looking for a black truck. The salesman without hesitation, before ever making a move begins to ask the buyer a series of questions including:

How many doors are you looking for?
Are you looking for cloth or leather seating?
Manual or automatic transmission?
Are you interested in the XL, STX, XLT or FX2 model?

They buyer tells the sales person that they know that the XLT is in their price range, they prefer the truck has automatic transmission and dark cloth interior. Shaking his head the salesman asks the buyer to follow him because he actually has a truck that matches exactly what they are looking for.

Once at the truck the salesman walks the buyer around all sides of the truck pointing out specific features and upgraded packages the truck comes with. After walking around the truck the salesman opens the driver side door and lets the buyer sit inside the truck and look around while he goes and gets the keys to the truck so that they can take it on a test drive. The buyer after a short 10 minute ride decides they want to work up some numbers and see what it would take to drive home in the truck that day.

Now ask yourself which salesperson would you want working at your dealership? I would put my money on number two and would assume that most of you would as well. The same is true when it comes to how your inventory is presented online. Put simply, listings that do not have style specified, high quality images (interior and exterior), custom descriptions and any other level of detail that can possibly be added are no different than the salesman in the first scenario above.

While there are many dealers out there that are doing a great job, I think that the vast majority could be doing even better. The fact of the matter is that if you want to maximize your advertising dollars online you must start with the most critical components of online marketing. We call these at Liquid Motors the 7 steps to success and our dealers that use our system to ensure that all 7 of these steps are achieved across their entire inventory are the ones that are reaping the rewards when it comes to higher hit counts on their advertising sites, more qualified leads, higher conversion rates, and even more walk in traffic to their stores.

To learn more about how we can help your dealership maximize it’s online marketing efforts give us a call or visit to sign up for a demo today.