Auction Boats

It’s 2007. What are you going to do to sell more boats this year? Everyday, dealers across the country are always looking for that one thing they can do to sell more boats. For many of these dealers the answer to their own question is a tool they are already using. It’s the Internet!

It’s true; dealers across the country know that in this day and age it’s tough to be successful if you don’t embrace the Internet and technology. In fact most dealers today advertise their inventory on multiple sites, some upwards of 15 different sites. Those advertising on multiple sites do it for one reason, maximum exposure. The more your inventory is displayed the better chance you have at your phone ringing and your boats selling. Unfortunately most dealers’ phone is ringing on their used boats but they are getting little or no activity on their new boats. If you want to sell new boats you must promote new boats.

One of the keys to selling more boats and catching the eye of buyers online is price. Sounds simple yet many dealers don’t take advantage of this very important aspect of Internet advertising. If you want to sell more new boats you first have to show buyers how affordable a new boat can be. Time and time again I see dealers advertising every new boat they have in stock yet not a single one has a price listed on it. Why? The average consumer is not going to take the time to contact every dealer via phone or email just to find out “how much is that boat.” In fact many will skip right over the ads that don’t display a price on them.

When pricing your new inventory there are a few things to keep in mind. First and foremost you are trying to get your phone to ring or at least an email from prospective buyers. Many manufactures offer multiple packages and equipment for each model in production. When pricing your new inventory price your boats with the least amount of options and equipment possible. This more then anything will show buyers that they can actually afford a new boat. Chances are the customer is going to want more bells and whistles then what this boat offers to them but you now have their contact info and you know what it is they are looking for. If you don’t have a boat equipped that way in stock, use a stock photo from your manufactures website. If the boat is in stock take pictures of it. Dealers will take 20+ pictures of every used boat in inventory while putting their entire new inventory up with a single stock photo or two maybe. Whether the customer clicks on the boat because that’s the boat they are looking for or because the price caught their eye you have do everything you can to make that customer feel like they are behind the wheel of the boat. Take pictures of your new inventory as you do your used and you will see results.

The simple combination of pricing and photos will make a big difference in your response on your new boat ads. While doing this does require some extra time and effort on your part or your online manager’s part it will be well worth it for all parties involved. The Internet is the fastest and easiest way to put your inventory in front of buyers nationwide so before you try and find that one little thing that will help you sell more boats make sure you are using your current resources to their full capabilities.