Online shoppers have told us they want specials; that means we should have specials on our websites. Buyers want a deal, and there are a hundred reasons why shoppers think they can get a vehicle for less than what you paid for it. And for every “reason,” there should be a vehicle on your lot that meets their needs.
Good examples of maximizing vehicle specials
Grounded Demos – Demos that have 3,000-5,000 miles make excellent specials. Advertise a dollar figure discount off MSRP. It doesn’t have to be below invoice or minus hold back, just “big savings.”
National Ads – Whatever your OEM advertises nationally makes a good special. And these are good generic specials that don’t necessarily have to be stock number specific. These specials can run for the full month or more.
Car of the Week – This is a great special to run and it doesn’t really matter what it is. The purpose is to get Be-Backs to your site. Be-Backs are more likely to send a lead than first time visitors; it’s a fact. So give people a reason to visit the site regularly.
Specialty Vehicles or Hot Trades – The more rare or unique the vehicle, the more attention it will get, and the further someone will travel to buy it. That’s part of what the Internet does well: advertise your vehicles to people who will never see your traditional advertising.
Consignment Vehicles my personal favorite – When I sold cars (specifically when working the Internet) and couldn’t trade someone out of a vehicle, I’d offer to put their car on our website as a “Consignment Unit.” This way, I kept them from shopping other dealers. I would sometimes earn two clients from one by selling the trade as a pass-through and selling the original client their vehicle. That little tidbit is free!
The point is, Use Your Internet Specials! They work. They’re what people are looking for, and they’re a great way to move cars that you might not move otherwise. My old GM used to say, “There’s a seat for every …. (well, we’ll just say ‘person’ for the sake of good taste).”
Vol 3, Issue 11