Mastering Powersports Challenges: A Digital Marketing Approach

In the dynamic realm of powersports, dealers face an array of challenges that require innovative solutions. Let's dive into three key hurdles: the relentless rise of interest rates, maintaining margins in a competitive inventory landscape, and equipping and training your sales team. We'll also introduce a game-changing approach to reaching more customers through digital marketing.

Unleashing Your Digital Marketing Arsenal

Rising interest rates are shaking the powersports industry, but they can become an opportunity for those who adapt. One powerful solution is to harness the potential of digital marketing to reach a broader audience and inspire action.

Begin by establishing a strong online presence. Invest in a user-friendly website that showcases your inventory, financing options, and customer testimonials. Ensure it's optimized for search engines, so potential customers can easily find you when searching for powersports dealerships. I’m sure that most of you are already using DX1, Dealer Spike or one of the other providers that makes this easy. If not I highly recommend reaching out to one of the above.

Embrace the power of social media. Create engaging content on platforms like Instagram, Facebook, and YouTube. Use these channels to showcase your inventory, share customer stories, and provide insights into the powersports lifestyle. Paid advertising on these platforms can be a game-changer, allowing you to target specific demographics and interests. Most of us are enthusiast. The reason we love this industry is because we are riders. Use this to your advantage and post photos and videos of you and you staff out on the trail/street/water actually using what your selling.

Content marketing is your secret weapon. Create blog posts, videos, and infographics that offer valuable information about powersports, maintenance tips, and product comparisons. This not only positions your dealership as an industry authority but also helps with search engine visibility.

Don't forget email marketing. Build a database of interested customers and send them regular updates about new arrivals, promotions, and events. Personalize your messages to make recipients feel valued.

Digital marketing is not only about acquiring new customers but also retaining existing ones. Leverage email marketing and social media to engage with your current customer base and offer loyalty programs or incentives for referrals. If your searching for someone to help you with please reach out to me or visit - www.motorsportsmarketinggrp.com

Dominating the Inventory Arena

In an industry marked by ever-changing inventory, maintaining margins is a balancing act. However, a robust digital marketing strategy can be your guiding star.

Highlight the unique features and advantages of the models with the highest profit margins in your online content. Use your website and social media channels to educate potential buyers on why these machines are worth the investment.

Implement an online inventory management system that helps you keep track of your stock, ensuring you don't overcommit and maintain healthy margins.

Engage in data-driven marketing. Use web analytics and customer behavior data to understand what inventory is in demand and adjust your stocking strategy accordingly. Tailor your online advertising efforts to promote the models with the highest potential for profit. We use DX1 and it allows us to see which products are most viewed on our website.

To stand out in this competitive landscape, focus on value, not price. Elevate your dealership by offering top-tier customer service and unwavering post-sale support. Make sure your customers know that they're not just buying a machine; they're investing in a partnership for their powersports journey. When you provide unmatched value, customers won't hesitate to pay a premium.

The Digital Training Revolution

How many of us have heard the term “The covid sales person”? Meaning someone who started on your sales team that crushed it in terms of the selling of major units between the years 2020 - 2022. Iv often heard them being slandered for not having any real sales skills and that they “wont make it” in the real world. But is that really how we should look at it? What about the old saying “you don’t know what you don’t know”? They only know what they have seen. So we can either not help them at all, we can train them or we can fire and hire new help in hopes they will be better. But I’m going to bet that you will spend more money and wasted time firing and hiring new.

Training these team members and even training all sales team members will be the one thing you can invest in that will help sustain and grow your business in the next 12 months.

Equipping and training your sales staff in the digital age is essential for success. The digital landscape is constantly evolving, and your team must stay ahead of the curve.

Invest in digital sales training programs. There are several options out there for this. It only takes 15-25 minutes per day for this to be effective and if they are super comited they can even do it on their on time.

Ensure your sales team understands the principles of online marketing and lead generation. Equip them with the skills to convert online leads into customers effectively. They need to know where the leads they are getting a coming from. There are lots of various lead sources. For example a form fill Facebook lead is not the same as web lead submitted from a customer shopping your website. Just as a call in lead is different than a walk in lead.

Leverage digital tools for lead management and customer relationship management (CRM). These systems can help your sales team stay organized and responsive to potential buyers.

Train your team to utilize virtual communication platforms for sales presentations and consultations, making it easy for customers to engage with your dealership from the comfort of their own homes.

We have seen a major shift in how we communicate with the consumer since covid. On average a person only visits 1-2 dealerships before making a purchase. This means we have to be communicating online and our online showroom and presence is crucial in todays world.

In conclusion, rising interest rates and maintaining margins remain critical challenges in the powersports industry, but digital marketing offers a powerful solution to reach more customers and navigate these hurdles. By establishing a robust online presence, leveraging social media and content marketing, and embracing data-driven strategies, your dealership can thrive in the digital era. Moreover, equipping and training your sales staff in the digital realm ensures they are well-prepared to engage with today's tech-savvy customers. It's time to embrace the digital age and dominate the powersports industry. Are you ready for the ride?