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Boat & Motor Dealer - Dealers need to treat their Web sites as additional locations Dealers need to treat their Web sites as additional locations In this context, a dealer's Web site should be treated as an additional location, often more important than its brick and mortar presence, because more people visit the Web site compared to the dealership. A compelling Web site should combine several elements to engage prospects and convince them to take action. Intuitive design Prospects should never be more than one click away from the information they're looking for. That's why Web site solutions providers call "intuitive design," which means that the architecture is designed to quickly and intuitively point visitors to the desired content, generating more leads, faster. For example, the main section of one's Web site - inventory search, financing, events, etc. - should be accessible from any page. Think of it this way: the less work prospects have to do while browsing the site, the better chances they'll stick around and take action. When it comes to intuitive design, dealers should leave this function to Web site and lead management solutions providers. They should consider e-business companies that specialize in meeting the unique needs of marine manufacturers and dealers. The results of "intuitively-designed" Web sites are stunning. Jeff Truesdale, General Manager of Chesapeake Bay, Md.-based Clark's Landing, said that using a proven solutions provider to upgrade the dealership's Web site has turned it into a more user-friendly marketing tool. "As a result, we're increased our Web traffic by 60%, and we've been receiving over 50 qualified leads a month, a 30% jump compared to our results before we partnered with our solutions provider." Angie Aures, Marketing Director at Colony Marine in St. Clair Shores, Mich., echoes Truesdale's comments. "Having proven Web site and lead management solutions tailored to our industry and our business has helped us reach customers beyond our city limits," she says. "The jump in traffic, both in our showrooms and our Inbox, has been unbelievable." Eye-pleasing content The most critical aspect of any dealership's Web site is its new and used boat inventory. These listings have the potential to generate more leads than any other Web site content. Dealers would do well to think of their Web sites as online showrooms. Inventory listings should be updated at all times, feature appealing pictures, and include complete and well-written boat descriptions, as well as options and pricing. Dealers should offer a variety of high-quality and enticing pictures, and more is better. The goat of the Web site is to make prospects "see" themselves in that boat, to turn dreamers into owners. In this regard, listings without pricing are often ignored and do not generate leads. Therefore, dealers should include prices. Specify the MSRP for new boats and include the selling price for used boats, together with a comparable price set by NADA or other valuation company. Dealers can and should look to solutions providers for help with their inventory listings. "The advantage of partnering with a leading solutions provider is that they do the hard work of design behind the scenes," says Candice Nelson, Marketing Coordinator at Dry Dock Boat Sales in Las Vegas, Nev. "They make it easy and quick for me to update and maintain our Web site, and this is especially important for our online inventory." As for other sections of the Web site, dealers should pack the "Calendar of Events" with both sales and fun events, including holiday, end-of-season specials, boat shows, new-to-boating only events, and so forth. The "News" section should feature the dealership's latest accomplishments, boat arrivals, and fun activities for their boats. Think new boat lines, industry awards, expansion, fishing trips and more - always with lifestyle pictures that sell the dream. Take MarineMax for example. Its Web site generates a lot of business because of its calendar of events and news section, which are always full and constantly updated. It makes prospects come back for more. And don't think that one needs a MarineMax marketing budget to fill the calendar and events pages. A strong Web solutions provider should make it easy to update these sections.  Thunder Marine, in St. Petersburg, Fla., does a terrific job with its news section, which features holiday-related events, "Ladies at the Helm" seminars, fishing trips with customers, and more - all with engaging pictures that demonstrate the joys associated with boating.A local authority A compelling Web site brands the dealer as a resource for prospects, positioning the dealership as a true partner rather than "just another business who wants their money." Dealers can do this in variety of ways, such as featuring on the Web site the top five spots in the area for a day on the water with the whole family or recommending a couple of top fishing sports, depending on location. Boat Tree, a multi-location dealership based in Florida, has taken this effort a step further. It has created a Cruise Club with two locations, one for Jacksonville and one for the area covering Orlando, Sanford/Lake Mary, Melbourne, Port Orange, and Daytona Beach. The Cruise Club is free for owners of Carver, Regal, or Silverton boats and brings together customers with other boating enthusiasts for cruises, brunches, and so forth. Call to action Dealers should note that not all Web site leads are created equal. The millions of prospects doing their homework online range from hot leads to long-term buyers who are "just looking" and everything in-between. That means that the dealers' Web site should have something for everyone. For example, invite prospects with little to no boating experience to come and experience boating firsthand. In this regard, the Web site should have a consistent call to action strategy that pushes prospects to take the next step and raise their hand for more information. A call to action strategy should mirror the traditional marketing funnel, a well-known concept that reflects the buying process - Awareness, Consideration, Preference, Action, and Loyalty. The call to action strategy nurtures leads throughout the buying process, driving visitors from the Web to the showroom. Every page on the dealer's Web site should include a relevant call to action that encourages prospects to find out more and ask questions, e.g. "Request a quote," "Trade-in evaluation," "Buyer's shortcut," "Request Services/Parts," etc. This is where a proven Web site solution comes in handy, engaging prospects to share their contact information. Manage leads Give Web leads the same prompt, undivided attention as prospects that walk into the dealership. In this case, response time is even more importatnt because of competition from other dealers online. This is a dealer's chance to shine because research shows that nearly 60% of online leads go completely unanswered. An automated lead management process is essential to responding to the unique needs of each type of lead at the various stages of the buying cycle. There are lead management solutions currently available to record and capture leads from virtually any source, including Web site, those from Grow Boating, manufacturers, online classified portals, boat shows, walk-ins and phone. "In nine weeks, we've already received over 60 qualified leads and converted 10 percent of those into sales," says Laurie Stalter, Sales Manager at De Feo's Marine, in Greenwood Lake, N.Y. "Customers have been surprised by and happy about the quick response."  Amy Hanske, Sales and Marketing Coordinator at B&E Marine in Michigan City, Ind., says that a lead management solution is a valuable tool. "We use it to communicate fast and get back to our primary focus - selling boats - faster," she said."Our whole team has embraced our lead management solution," says Phil Pearson, general manager of H&H Marine in Oklahoma City, Okla. "We can now track the sales stage, have a great follow-up system, and we are currently building a huge database for e-mail marketing campaigns." From a management perspective, lead solutions allow dealers to quantifiably measure and improve their sales team's performance, while at the same time evaluating the return on investment of individual marketing efforts and lead sources. Bill Fraine, General Manager of Legendary Marine in Destin, Fla., points to specific results. "Our Web site and lead management solutions have increased our leads by 40% from January to July 2007, compared to the same period last year," Fraine said. "The numbers speak volume, and every dealer should take a hard look at proved Web site and lead management solutions to drive sales." Chuck Guthrie, President of Lynnhaven Marine in Virginia Beach, Va., adds his own perspective, "Our Web site represents 23% of our sales today. This number is actually higher as many customers tell us that they first visited our Web site than came to use, but didn't provide their contact information online," Synopsis Small and large dealerships alike are leveraging industry-leading solutions to grow and expand their businesses. It is now possible for all dealerships to develop world-class Web sites that are customizable and cost-effective. Taking full advantage of Web-generated opportunities requires focus and commitment on the part of the dealers, just like opening an additional location. Just as dealers wouldn't open a new store and let inventory get stale, neglect the phone, or send customers to the manufacturer for more information, they should take the same approach to their online presence. Combined with a creative approach to connecting with leads of all kinds, powerful Web site and lead management solutions will enable dealers to increase traffic and sales, turning more prospects into customers over time. Bob McCann is Director of Education for Channel Blade Technologies in Virginia Beach, Va. A 15-year sales education veteran, McCann has developed proven e-Business sales processes to support the company's growing list of clients, including more than 50 leading manufacturers and 2,000 dealer locations world-wide. McCann can be reached at (727) 735-9592 and via e-mail at: bob.mccann@channelblade.com. |
About Channel Blade and ARI
Channel Blade, an ARI company, provides online lead generation, lead management and sales education solutions that drive more leads and sales to manufacturers and dealers within the marine and recreational vehicle industries. Channel Blade supports its clients worldwide with its award-winning, cost-efficient solutions and hands-on education programs -- including 70 percent of Boating Industry's prestigious 2008 Top 100 Dealers.
ARI Network Services, Inc. (ARI) is a leading provider of electronic parts catalogs and marketing services to dealers, distributors and manufacturers in the manufactured equipment markets. ARI currently serves approximately 100 manufacturers and 190 distributors worldwide, as well as more than 25,000 dealers in several markets, including outdoor power; power sports; marine; recreation vehicle; appliance; agricultural equipment; floor maintenance; construction; and aftermarket auto and truck parts. Both of the companies’ products, as well as the websites designed for its customers, have received numerous industry awards, including Editor’s Choice Award for SearchEngineSmart™ in February, 2009 awarded by Powersports Business Magazine and this year’s Best Dealer Website of the Year for MarineMax.com.
For more information on Channel Blade and ARI, please visit www.channelblade.com and www.arinet.com.
Media contact: Lindsay Rapoport, (757) 222-6723; lindsay.rapoport@channelblade.
