Turn More Browsers Into Buyers With Multiple Pictures
By Bob McCann, Director of Client Education

In a world where consumers can e-mail pictures from their cell phones in a matter of seconds, they simply have no patience or empathy for sellers who don't take the time to showcase their products with multiple, high-quality pictures. Today's consumers want immediate, complete information up front to facilitate their purchase decision.

Unfortunately, too many dealers still think that receiving prospects' requests for additional pictures on a given model is a positive sign of interest, based on the belief that holding back information will raise more hands when in fact they've most likely alienated the vast majority of potential buyers.

Think back to the last time you've browsed the Web for a new home or automobile. I suspect that you didn't spend a lot of time looking at listings with limited, low-quality photos or without images altogether. If you are like most consumers, you didn't bother e-mailing the seller for more pictures either. You simply moved on. And why wouldn't you, when there are plenty of other listings packed with complete information and attention-grabbing photos? The same goes for recreational vehicle buying.

Because the Internet is a visual medium, photos play a critical role in merchandising your inventory, differentiating your dealership and driving incremental sales. Without them, potential buyers will bypass your listing, especially on classified listing sites where the nearest competing model is less than a quarter-inch away.

If a picture says 1,000 words then multiple pictures sell the dream of owning a boat or RV and the many pleasures associated with it. Show off your units and tell a powerful story through a collection of informative and eye-catching pictures to reel high-quality prospects in.

The Next Best Thing to a Test Drive

By combining variety, quantity and quality, your well thought-out collection of pictures tells a full, compelling story, one that builds a crucial emotional connection between buyers and their intended purchase. You want these prospects to get a feel for that vehicle, to "see" themselves in it and ideally come in for a test drive - kicking off the sales process. You also want to answer as many questions as possible up front through these multiple pictures. Think of it this way. The less work prospects have to do while browsing your inventory or some of your listings on classified sites, the better chances they'll stick around and take action rather than move on to your competitors' offerings. Giving them a complete picture is the next best thing to a test drive, driving higher-quality traffic and accelerating the buying cycle. It is especially important during the Winter months, when most boats are shrink-wrapped and stored away.

Easy and Affordable Access to Pictures

For new units inventory, start with the most affordable and accessible source of pictures for your inventory: the manufacturers themselves. Year after year, they invest hundreds of thousands of dollars in professional photo shoots, resulting in an extensive collection of running shots from a variety of angles, lifestyle shots featuring family and friends making unforgettable memories and detail shots of standard and optional features, as well other special amenities. Manufacturers often have a dedicated section of their Web site or a separate Web site altogether for dealers where you can easily download low-resolution (ideal for the Web) and high-resolution (suitable for print materials) shots.

For customized interiors and exteriors, we suggest taking your own shots in addition to the manufacturer's to present an accurate picture of the actual unit. Full disclosure is expected and has the advantage of building credibility for your dealership.

For used unit inventory, take the time to go the extra mile. You're not selling a unit as much as you are selling a lifestyle. Upload your own pictures of the actual unit for sale - not OEM stock photos or images of a similar units as it is a sure way to make prospects walk or click away, especially after they've taken the time to visit your dealership. Consumers are simply not interested in what the boat looked like when it was new.

Start with a clean, tidy boat or RV and accessorize it to make it appealing and sell the dream of owning it. Arrange colorful towels, sunscreen and PFDs in the storage compartments; place beverages in the drink holders; add fish poles and decorate the cabin and galley when applicable. Set the staging area by taking the unit to a green, visually appealing location. Just like OEM stock photos, your collection should include shots from several angles, as well as detail shots emphasizing the many features and amenities the boat has to offer.

The good news is that today's leading Web site solutions providers offer proven tools that can do the heavy lifting for you, enabling your online inventory to consistently remain fresh and appealing, just like your showroom does. This includes providing you with the latest OEM images and product specifications out of the box and not limiting the number of pictures you can include with any given unit of inventory.

Put Your Best Shots Forward