When we tell dealers to take more photos, write better descriptions, and create better website content, we always hear excuses about how they don’t have time… Your competitors have the time, so you have to make the time too. Otherwise, the customers will stop calling and they’ll buy from your competitors. Watch our latest Tuesday Tip Video Clip for more insight.
Hello again, and welcome to this week’s Tuesday Tip Video Clip. We’re going to talk about something controversial today, and I might upset a few of you, but it needs to be said.
If you had an employee that consistently showed up to work 20 minutes late, what would you do? What excuses have you heard?
Traffic was really bad… Or I had to take my kids to school… Or my babysitter canceled at the last minute… Or I spilled coffee on my shirt and had to change. Or my husband or wife took too long in the bathroom… or my grandma died.
The list of excuses goes on and on. You’ve heard them all by now, right? And what do you say? You might let it slide one time, but if it happens all the time, you’re probably going to fire that employee.
So here’s the hard truth: most of you who are watching this video need to be fired. When we tell you to write original content for your website, take enough vehicle photos, and write vehicle descriptions for everything you have in inventory, do you know what we hear most often? Dealers are always quick to tell us, “I don’t have time.”
Listen – I understand how busy your life is, especially for small dealerships with very few employees. It’s hard. But just as you would say to your constantly-late employee, I’m going to say to you: “Plan for that extra time you need to write descriptions and take vehicle photos, and make it happen. Other dealerships can handle putting that into their schedules, and you just look lazy and unprepared by not managing your time better.”
The first time you sit down to write a vehicle description, it’ll take a little while to get it right. The first time you take a ton of good photos of a vehicle, it’ll take some time to make sure you get the shots you want. But that’s the first time. It’s just like any other chore: the more you do it, the easier it is, and the faster you’ll finish. We even have guides to help you learn how to do it better.
We tell you to write descriptions and take pictures because both of those tasks help you sell inventory faster. Your potential customers are looking at other dealerships in your area too – and if everyone else is taking lots of photos and writing great descriptions and you’re not, who do you think the leads are going to call?
Dealerships that have custom content on their websites, plus unique vehicle descriptions that aren’t just copied from the manufacturer page or an automotive magazine site, plus a ton of great photos will sell more inventory and rank higher in search engine results. It’s just fact. If you don’t have time, and aren’t willing to make the time, then you’re not going to see the kinds of sales that will put you ahead of your competition.
Want to check out our guides on writing for your site or taking vehicle photos? They’re available online in AutoRevo University – just log in to AutoRevo and click the University icon at the top of the screen. If you’re not an AutoRevo customer, you can still see all of our guides – just go to www.autorevo.com/guides.
Virtual high five – you just learned something new. As always, if you have any questions or comments, leave them down below. Thanks for stopping by, and we’ll see you again next week.