Powersports dealerships have access to more information now than ever before. We have incredibly detailed reports that can be reviewed and data that can be downloaded – often at no cost. Our dealerships use much of our marketing budget for advertising through online listing services, search engine marketing, social media marketing, and our CRM data. I have found that many of these services provide sophisticated market analysis, frequently linked directly with our inventory so we can view inventory performance. We can see inventory performance, geographic performance and ad performance all at a granular level that would have been unthinkable ten or even five years ago.
Many dealerships use this advantage sparingly, if at all. The good news is that those of us who utilize these assets can reach more people, market more inventory, and do it all much cheaper than our competitors. The point I want to make with this website is that it is all about reducing costs and working smarter. Some of these concepts will be specific to the software platforms I currently use, but I hope you will find them helpful no matter what systems you have. I have worked with various software vendors, but most core goals have remained the same on all platforms. Work faster, do more with less money, and know your ROI.
For the record, as of this writing, I am using the following:
- Lightspeed EVO
- VIN Solutions (Cox Automotive)
- Cycle Trader (Trader Interactive)
- Autotrader (Cox Automotive)
- Facebook Business
- Facebook Marketplace
- PowersportsTV (Craigslist and Marketplace listings)
- eBay (VMP Platform)
- HostGator (for our cloud server that hosts our SQL Server, DNS Server, and web hosting)
- Google (tools include GTM, Analytics, AdWords, and Business Listings, Vehicle Listings, Merchant Listings)
This list changes, and there are many alternatives out there that have similar capabilities. The main thing to remember is to use the reporting and data features of whatever tools you have to develop a concise picture of your market, track where every dollar of your budgeted spend, and genuinely know what you are getting for the money.