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This year, invest in your used truck website and make it a major part
Page 55
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of your sales programme.
Kevin Swallow reports.
1 he used trade is not making the most of the internet even though it is becoming an increasingly important tool for potential customers.
That is the opinion of Chris Snook, head of design for website creator Zentopia.co.uk. He explains:"Investment now in your company website will pay dividends because, like it or not, it is the future."
Snook reckons that manufacturers have become the leaders in developing used truck websites, as they want to be the first port of call for operators. However, he stresses that all dealers can benefit from a strong web presence: "Today, before a potential customer puts in a phone call, they arc more likely to go to a dealer's website to see what is on offer— and if they don't like what they sec, they won't call.
"But how do you quantify losing a customer before they even call? The best way is to monitor your website hits and compare them to enquiries by asking every customer who makes contact, including established and repeat customers, where they saw your truck or got your contact details.
Improve the ratio
"As a business you need to improve the hit/enquiry ratio," he points out."Without proper monitoring you won't even know if your website is successful and it will become difficult to justify investment."
Snook suggests improving external links to manufacturers' sites, providing RSS feeds for when new trucks arrive and seeking links with established customers and hauliers. "Every link helps," he says. "Even if it provides just a few more hits, with a better hit/enquiry ratio, it should lead to more business." •