The way farmers purchase equipment is changing, especially in the used equipment sector. Ten years ago, the average buyer would visit five dealer showrooms when researching and buying a piece of equipment. Today, we’re seeing that number drop to less than two, and that’s being generous. Source: AFDJ eNews
Brian Sullivan is the Strategy and Insights Manager for farmmachinerysales.com, which is part of the carsales network, and a leading online used equipment marketplace in Australia.
Mr Sullivan uses industry research and trends, both domestically and internationally, to provide insights to clients so they can get the most out of advertising and marketing through the carsales network.
“Farmers are doing their due diligence and researching hundreds of machines online without even having to step foot in a showroom,” Mr Sullivan said.
“This shift in consumption habits means that dealers must also change their marketing strategies in order to stay relevant and move equipment. Having good online listings can open the door to hundreds of new potential customers.”
Here’s 5 tips when listing used equipment online
- Good quality photos are a must: Machinery photos are the first touch point for a customer. They also helpbuild trust and transparency around a machine. Brian recommends a minimum of 20 high quality, clear photos.Having this many photos will also help slow people down and encourage them to spend longer looking at your listing. The longer they stay on your listing, the more likely they are to make an enquiry.
- Well-written descriptions: Know your audience and keep them in mind when writing descriptions for an onlinelisting. Remember that they’re making a business decision, so telling them that the machine is up-to-date withmaintenance is more important than telling them about your reputation as a dealer or how long you’ve been selling equipment. Mr Sullivan recommends the 80/20 rule, limiting personal or dealer information to only 20% of your listing.
- Data, data, data: Farmers are used to analysing data. They want accurate and useful information about theirmachines. Be sure to state the machine specs in your listing – from hydraulic lift capacity to tyne strength andtransport width.
- Nurture the lead: The only way to make a sale is to talk to the customer. Mr Sullivan says that industry best practice is30 minutes or less when following up an online enquiry, but understands that this may be difficult for some. Nomatter what, he says the maximum time to let a lead rest is 24 hours. He also noted that it is equally important to have a process in place so that when a lead comes in, you’ll have a map of how and when to conduct your follow up communications.
- Leverage all of your channels: Make sure you have all your bases covered by implementing a digital CRMsystem that can track and manage your leads. This will ensure timely follow up and assist with relationshipbuilding. Make sure the dealership is well-represented across all available channels. Build your eDM list, research online sites and sources for listings, and reach out to your OEM for sales and marketing support. Managing all your assets in the business will help get your products in front of your customers.
Mr Sullivan is presenting at the TMA Conference in July 2017, delivering data-driven information on what we’re seeing across the industry. He will also be on-hand to answer any questions you may have about selling new or used equipment.