The Used Truck Association (UTA) says its recent Digital Sales Best Practices webinar was well received by its nearly 150 attendees.
The webinar was led by Charles Bowles, director of strategic initiatives with Commercial Truck Trader. Bowles says when it comes to selling trucks online, an online presence is only a start. There are many things dealers can do to enhance that presence. He says dealer need to remember the acronym PAID — Price, Appearance, Images, Description.
When marketing trucks online, Bowles says dealers must paint a good digital representation of the trucks they are trying to sell.
“You need to tell the customer if the truck you’re trying to sell them meets their needs. You have to ask yourself if your ad is connecting with your buyers. Smarter ads and smarter advertising will allow truck dealers to sell more trucks, to sell them faster, and create a sense of urgency for customers to buy from the dealer,” he says.
Bowles adds, “If your ad does not show a price or says ‘Call for price,’ what you’re saying is don’t call. Customers want to know as much as possible about your truck from your ad— without having to call about basic questions like what the price is.”
UTA was impressed by the webinar and its response from members.
“Charles did a great job with this webinar,” says Amy Shahan, UTA’s training committee chair. “Charles said show a truck in action — raising the dump bed if the truck is a dump truck as your first picture is smart. I looked at the attendees calling in and people kept joining this webinar. He really made the audience think about what they’re doing with their ads.”
UTA says a Q&A session followed the webinar, giving attendees the chance to have their questions about marketing online answered.
