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Brilliant at the BasicsBack

In a competitive market, basic marketing strategies can often be over-looked in favour of new fads, but the traditional principles of marketing a product still apply today and remain very important when it comes to customer satisfaction.

At Trusted Dealers, we want all of our Members’ customers to return time and time again which often means being brilliant at the basics. Making the right first impression with potential buyers is key and will ultimately lead to a sale if you know how to do it right. Below we’ve outlined four key areas which dealers should focus on to ensure future sales success.

Don’t ignore anyone

Keeping in touch with people has never been easier thanks to the power of email, mobile phone and other tablet devices. In fact, buyers no longer need to be in front of a desktop computer to make a purchase. It is therefore important that businesses recognise the growing need to have sales staff follow up leads that can be generated 24 hours a day in order to cash in on every sales opportunity. It is important to show potential buyers that you can be their immediate point of contact whenever they need you to be.

The power of imagery

A picture paints a thousand words, so it is essential to produce an image that is of the highest quality. A quality image will achieve twice the amount of response so it is well worth investing in training up your team to manage your website photography on a regular basis and make sure that key opportunities to showcase your latest stock are not missed.

How you present your cars can have a detrimental effect on your sales figures as consumers really do buy into an image. In fact, market research has revealed that a car with a photo is at least five times for likely to be clicked on than one without. Making sure you have an up to date website with clear, high-quality images and relevant specification will go a long way towards securing a sale.

Describe stock well

A high quality image looks great, but without the relevant text to accompany it, you could lose sales, so you should spend time considering the best way to describe your vehicles effectively. Mileage remains important, but adding a couple more technical points such as a vehicle’s mpg capability and its insurance group can also be deal-clinchers. It is also a good idea to prioritise a vehicle’s key features, for example, if a vehicle is offering an integrated DVD player or Bluetooth system, it’s well worth pointing this out early-on.

Road test your website

One of the simplest things you can do is ask a few trusted friends to road test your website. Ask them to log onto your home page and provide you with their immediate reaction so you can gauge whether your design and layout is attractive and easy for customers to navigate. We recently revamped the Trusted Dealers branding and landing pages as a result of usability “road testing”, and as a result, visitors are staying 20 per cent longer on the website, 20 per cent more pages are being viewed and the bounce rate has also been reduced.

If you’re getting these four points right, you’ll almost certainly be maximising your return on your online investment.

Posted by Leana Kell on 04/03/2013