If you’re in the used equipment space, you’re probably setting sales records these days. The market is hot. Demand is astronomical and supply isn’t remotely close to keeping up.
But just because you’re moving units doesn’t mean you’ve mastered the art of selling. You might be riding the market wave. That’ll keep working as the market stays hot, but when it eventually turns, do you want to keep surfing or crash into the beach?
During an educational session Wednesday at the NTEA Work Truck Show in Indianapolis, Charles Bowles with Trader Interactive and Commercial Truck Trader showcased several online selling best practices that can help dealers strengthen their turn rate and position themselves to remain successful for years to come.
Bowles says the first thing dealers need to accept is online selling isn’t a niche — it’s vital and here to stay. He says the pandemic accelerated e-commerce acceptance and digital retail adoption by 10 years in two months. Nearly half of (44 percent) of Commercial Truck Trader customers recently revealed they are willing to buy a commercial vehicle entirely online, and 82 percent of used truck buyers say online listings are vital to their research when purchasing equipment. Commercial Truck Trader user traffic alone was up 102 percent from 2019 to 2021.
Bowles says dealers need to accept and embrace that and build a digital ecosystem to support customers as their online expectations grow.
“It isn’t a good idea to fix the roof when it’s...
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