In light of the inventory struggles faced over the last year, it seems as if sales seasonality is a thing of the past. As demand continues to soar and supply remains low, it’s easy to become complacent, but there is one major seasonal trend that remains – commercial selling season.
What does this mean to dealerships? Whether you are new to the game or a perennial commercial sales powerhouse, the opportunity to capture search interest and satisfy the subsequent demand is ripe for the taking. Even with limited inventory, commercial sales, also known as business sales, represent a tremendous opportunity to boost year-end business while diversifying your customer base and service offerings. Regardless of where you stack up, getting ahead of the demand is the first step. Start by identifying which product best fits the customers’ needs and how you want to market that product. Once you have determined your strategy, you can begin executing.
Your strategy should begin with communication – contact your agency or the team managing your digital marketing to ensure that both parties are working towards the same goal. With your input and intimate knowledge of the market, ask your agency to identify a few opportunities or budget recommendations to confirm that you are capturing commercial sales interest. Depending on the breadth of your digital marketing efforts, this may span from paid search to video pre-roll or social media postings. This step should include setting the timeframe for any campaign(s), budget allocation and target audience determination.
Once complete, this strategy should be shared with your sales team. When planning to invest in the commercial selling season, your team should be part of that investment. As commercial selling season approaches, questions surrounding rebates, vehicle capabilities, warranty changes and even tax implications may arise. To help prepare, host walk-around challenges, contact the manufacturer for additional resources and continue educating your team to best serve the customer’s needs.
Next, create/update the presence on your 24/7 showroom. Whether a landing page exists, or you need your provider to create one, dealership websites are a tremendous resource throughout the shopping journey. If you are paying to generate traffic and capture search interest, your website should house appropriate inventory, benefits of buying commercial and who to contact with additional questions. This dedicated page should house important resources so that it becomes the only place your customers need to visit to find answers to their questions or pursue their intent to purchase.
Finally, you should make sure your core commercial inventory is front-line ready. Have these vehicles been recently detailed? Are they physically located in an area visible to passing foot or vehicle traffic? Do they have detailed (and updated) photographs on your website with correct pricing? All aspects of merchandising are imperative to capturing the low funnel search interest that drive customers to your site or showroom floor.
In summary, start by creating a strategy, then with the help of your agency or marketing team, identify the key components on how you plan to implement that strategy. Start preparing your sales team and update your website to include all pertinent resources. Finally, ensure your merchandising efforts are in place to capture low funnel interest and drive engagement. While simple on the surface, taking advantage of this opportunity can provide long lasting benefits to your dealership’s long-term goals. For more information, reach out to us at DHGDigital@dhg.com.