Professional Community for Car Dealers, Automotive Marketers and Sales Managers
Pictures sell things. We see it everyday, when we turn the page of magazine, when we purchase a burger at a restaurant and MOST importantly when a customer purchases a new or used vehicle or even a home. A vehicle is a BIG purchase for a working family. American's are still in love with the automobile. Just like burger picture, a picture of car should be there to ENTICE a customer into looking further into their purchase. You don't know why it looks so good in the picture but it always does. Pictures with trees and sales signs sticking out of the car, overexposed, underexposed, bad composition, bad positioning, crazy messy borders, and other vehicles in the background are TERRIBLE for the viewer. Psychologically they're distracting and take away from the purpose that you're trying to do, which is of course, to sell them a vehicle that's attractive to them. REMOVE all distractions. Help your customer really SEE what they're buying.
If you're in sales it's not a secret that people generally purchase with their heart. You NEED to hit them there first. You have to ENTICE them into the sale. With 8 out of 10 individuals (and I've heard maybe even 9 out of 10) looking on the internet before even stepping foot in your dealership, you must recognize that Your New Frontline is Online™. That's 80-90%!! What does that MEAN exactly??
It means you take all the care in the world when you take in a vehicle on trade or from auction, you spend hundred of $$$ on the vehicle to touch it up, detail it, new tires if necessary, small repairs, etc. Then, you put it out on the point, on the corner where EVERYONE will see it. NO. If 80-90% of people are searching online first, then that is where you MUST BEST REPRESENT THE VEHICLE. Wait you say, can it be that simple?? If you're going to just have a porter snap a few below average photos to help you sell the vehicle online, why take any pictures at all??!
Ask yourself these few questions, and pardon if I'm too candid.
Do your pictures representing your inventory look like everyone else's?
Do you recognize that the new battle for attention when selling vehicles is online?
Do you want the best representation of your inventory online?
Do you want potential customers to click on your vehicles first when searching third party sites for a vehicle in your area code?
If I had more looks on my inventory, could I turn it faster?
Finally, do I want to STAND OUT amongst your competitors?
If your answer was YES, to any or all of these questions then better pictures for your inventory is the solution for all of them. It almost seems too simple doesn't it?
Remember the burger! Your customers should be drooling to get into your store after seeing the car they want! Also remember this, the manufacturers that your vehicles represent spend hundreds of MILLIONS of dollars per year on proper photography and commercials to entice the customer. Why? Because they KNOW that the better image of a car or brand SELLS products. In the age of everyone's a photographer we quickly forget that.
Whether or not Dealer Image Pro™ is the solution to your challenge remains to be seen. I recognize that this blog post could obviously be seen as self-serving. However, whether or not you use Dealer Image Pro™ as your solution or someone else in your area, better pictures for your inventory are most definitely an easy fix.
Thank you everyone for your time, and please contact me if we can be of any assistance.
Peter A. Duffy Jr.
Owner - Dealer Image Pro™
a brief 2 minute video of our services can be found at our website| www.dealerimagepro.com