For some of you this isn’t going to be pleasant. Or at least it may not be if you do what I’m going to suggest.
Regardless of your position in the dealership, owner, new car manager, BDC manager, used car manager or even if you’re not a manager, go click on your website… right now, yes right now go look at your website.
Even if you think your website looks great, I dare you to go look at it. (Don’t be chicken.)
I’m only going to pick on used cars, but if you take the time to click on all your buttons I’m betting you’re going to find some things that will drive you nuts. We all need to pretend to be our own customer and see what works and what doesn’t.
Click on the used car section and tell me what you see. Take it a step further and scroll through a few used cars…keep scrolling…
1. How many photos per car do you see?
2. How many lousy pictures do you see?
3. How many are taken outside?
4. How many have shadows?
5. How many have a factory photo?
6. How many have no photo?
7. How many don’t have a price?
Depending on what you just looked at there’s a good chance you are saying, “What the heck are we doing? No wonder we’re not selling enough used cars. No wonder we’re not making much gross per car.”
Can we all agree that somewhere between 80 and 90% of all customers who shop for used cars look on the Internet? If that’s even close, how do you think you’re gonna drive traffic with photos that look like what you’ve just viewed? (Did you see any with snow on them?)
The concept of a photo booth has been around for years now. Progressive organizations that understand the real world have a photo booth.
You won’t come close to maximizing your sales until you maximize your exposure. You will never maximize your exposure by taking photos outside.
I’m exposing you by daring you to look at your website. Don’t like what you see? Don’t be sad. It’s going to be ok. Just fix it. That’s all I’m gonna say. Tommy Gibbs