There is no such thing as information overload when it comes to businesses giving browsers information on products. This includes Automotive dealers and how they merchandise their inventory.
Here are just a few basic tasks every dealer should be doing or ensuring their vendor is getting done:
Photography – All vehicles should have multiple photos showing all angles and added-on or “differentiating” equipment. A 2016 Toyota Corolla LE is a different car than a 2016 Toyota Corolla LE with Premium Package. Does your photographer or vendor know the difference? Are you making sure the customer knows why 2 cars that look the same have a $3,500 price difference?
Example: The LE ($19,500) adds 16-in steel wheels with plastic covers, keyless entry, cruise control, a 6.1-in touchscreen interface, a rearview camera, automatic climate control and a 6-speaker audio system with Bluetooth audio. LE models also feature a standard CVT automatic.
the LE Premium package ($23,000) tacks on 16-in alloy wheels and fog lights plus SofTex faux-leather upholstery, heated front seats, a power driver’s seat, keyless access with push-button starting, a power sunroof, a navigation system and Toyota’s Entune mobile-app-suite integration.
Videography – Photos are a must, if you do not have photos of your vehicles online you will not get any calls or action on it. It’s a natural consumer behavior to not click on & avoid anything online without a photo. People won’t buy or click on an item that cost’s $10 online, why would they click on an item that cost’s $20,000? With that being said it’s expected to have photos, but you can now separate yourself from local dealers by offering an ACTUAL video of the vehicles you have for sale. The same concept of showing all the features of the car exist in a video the same as they do in photos except with videos you can post to YouTube, FaceBook & other sites to pull customers in the door & engage them.