Technology. Websites. Internal Metrics. Social Media. We live and work in a rapidly evolving world with more online tools than ever before. While some sales principles will always remain constant, success in our competitive industry requires commercial dealerships and salespeople who adopt the digital tools that help sell more inventory.
Welcome to Part 4 of our commercial dealership Successful Selling blog series, produced through a partnership between Commercial Web Services, Commercial Truck Trader, and Equipment Trader. As leading providers of innovative solutions that connect buyers and sellers in the equipment and trucking industries, we’re committed to using this blog series to help dealers reach more customers.
To check out the previous entries in the Successful Selling series, just click on the titles below:
- Part 1: Internal Metrics that Maximize Website Data
- Part 2: How Technology Can Influence Sales Pitches
- Part 3: Utilizing Social Media for Sales
Today we’re talking about creative strategies for getting prospects to visit your website!!
This shouldn’t surprise you, but it’s worth mentioning that if consumers are not buying while in your actual dealership, they’re buying on your website. And even then, buyers in your dealership almost certainly researched you and your inventory via your website before making their visit. Because online traffic is clearly a hugely impactful part of your business, getting prospects to visit your website in the first place is an essential aspect of your sales efforts and requires creative strategies.
A Quick SEO Note: If you’ve ever looked into increasing your website traffic, even for a few minutes, you’ve likely come across the term “SEO”. What is it? SEO stands for “search engine optimization”, and references the practice of increasing the quality and quantity of traffic to your website through organic search engine results. In other words, SEO efforts attempt to boost naturally-occurring traffic to your website, primarily by ensuring that your website shows up higher in search results. This can all get a bit technical, but there are some useful resources for figuring out how you can improve your SEO results, including:
- Stay Visible Online (some introductory ideas)
- Beginner’s Guide to SEO (a helpful, popular, & comprehensive guide)
- Using SEO & SEM Together (how to coordinate organic & paid optimization)
How You Can Personally Encourage Website Visits: While SEO will account for a large percentage of your general website traffic, there will frequently be times when you’re talking with a prospect and want to personally encourage that specific consumer to make their way to your site. To develop a few helpful tips, we collaborated with our frequent partner Ken Taylor, the Founder and President of Commercial Truck Training, a commercial sales coaching and consulting program. Here are 5 tips for creatively getting prospects to visit your site:
Tip 1: Make your website part of your initial presentation and, during the pitch, walk a prospect through the process of finding the right product. This not only showcases the quality of your site, but also teaches them how to navigate the various pages, helping them feel that any subsequent visits would be easy and effective, increasing the chances that they will visit again.
Tip 2: Reference your website on all flyers, newsletters, and other collateral. As we enter the age of Millennials, most buyers want to do as much online research as possible before ever reaching out to a dealer. Collateral that attempts to generate leads should always provide the website, so that those leads can follow their preferred sales path and become warmer as they explore your website on their own. If you’re advertising a specific piece of inventory, include the exact URL for the product, saving a prospect time and providing a better user experience, increasing the chances that they visit the website.
Tip 3: Promote and link your website to all your social media posts. Using sites like LinkedIn and Facebook are great ways to connect with prospects where they are. Cultivating a fun-yet-professional social network presence helps a prospect feel like they really know your dealership, trust you, and are comfortable visiting your website.
Tip 4: Upload supplemental content on your website — such as a blog, whitepapers, or a podcast — that makes visiting your website especially interesting, helpful, and worth a buyer’s time and energy. Quality content not only positions you as the expert you are, but also attracts the attention of prospects, keeps current customers returning, and boosts your overall SEO. (Read more about generating leads through content development HERE.)
Tip 5: Implement entertaining promotions that incorporate visits to your website. Fun events, like a website scavenger hunt that offers a small prize or discount to the winner, can be easy to execute, but highly effective at increasing traffic among specific, targeted prospects.
Convincing a consumer to check out your website could be the difference between making a sale or not. Clearly your dealership should consistently be developing or adapting dynamic strategies for creatively encouraging prospects to visit your site. Of course, for these plans to work best, your website should be modern and dynamic, which is why our next entry will discuss the importance of an updated website, so be sure to check back in for the next entry in Successful Selling!!
About Commercial Web Services
Commercial Web Services (CWS) is a leading and innovative digital marketing provider catered exclusively to the equipment, material handling, agriculture, and truck industries. Its mission is to be the preeminent industry resource that helps commercial dealers and manufacturers establish and grow their businesses through strategic marketing efforts. By truly understanding a dealership’s challenges, CWS is able to deliver first-in-class marketing solutions to their everyday business troubles. Its solutions incorporate the marketing industry’s most sought after services, including website hosting and design, search engine services, social media management, inventory exposure and more. For more information about Commercial Web Services, please visit www.CommercialWebServices.com.
About Commercial Truck Trader
Commercial Truck Trader is the industry leader serving sellers of light, medium, and heavy duty trucks and trailers. With over 1,000,000 monthly unique visitors to CommercialTruckTrader.com, our main purpose is to bring commercial vehicle buyers and sellers together. Additionally, Commercial Truck Trader is committed to providing innovative products to ensure that manufacturers and dealers generate connections, drive sales and maximize profits. For more information about Commercial Truck Trader, please visit www.CommercialTruckTrader.com.
About Equipment Trader
Equipment Trader is the industry leader serving sellers of construction, earthmoving, agricultural, lifting, forestry, mining, and industrial equipment and trailers. With over 800,000 monthly unique visitors to EquipmentTrader.com, our main purpose is to bring equipment buyers and sellers together. Additionally, Equipment Trader is committed to providing innovative products to ensure that manufacturers and dealers generate connections, drive sales, and maximize profits. For more information about Equipment Trader, please visit www.EquipmentTrader.com.
About the Author
Ethan is a Content Curator for Trader Interactive, serving the commercial brands Commercial Truck Trader, Commercial Web Services, and Equipment Trader. Ethan believes in using accessible language to elevate conversations about industry topics relevant to commercial dealers and their buyers.