Whose Used Equipment are You Selling?
Yours? Or Everybody Else's?
Here at EDM, our perspective is that your website should be drawing attention to the used equipment on your lot, not the total number of units of that make and model nationwide. Why compete right on your own website?
We use marketing channels that direct buyers to your website. We're putting attention right where it belongs - only on your dealership and your lot. We accomplish that with website organic reach, and through Google Ads when we think paid advertising would help.
Organic traffic is most effective for prospective buyers who are closer to your locations. Paid ads, however, increase your reach, which is especially useful for used equipment and parts.
But traffic generation is only the beginning. How do your visitors respond once they land on your website? Do they sense that you're unique and different, or just another one-of-many?
And what actions do they take? Do they make a phone call or fill out a request form? How much information are you providing them? Do they begin to trust you from their first impression? (Think curbside appeal when you sell your home).
Let EDM build you a site that helps bring traffic to your door and money to your till.
Convince Your Buyer of The Used Equipment Value
How are you advertising these days? Classified ad publications? Online classified websites? Auctions, inventory sales or private sales?
No matter where you advertise, you've got to present a clear, complete, and accurate description and plenty of good images - or videos if you have them - of whatever item you're selling.
Sounds simple, right?
So why do so many people mismanage this process? Sometimes sellers feel rushed, or can't take good photos and just use whatever they can. And some sellers don't do a great job of description. But it seems obvious, right? Effective presentation of your inventory is what ultimately sells your used equipment.
On the other hand, poor images or inadequate descriptions undermine your credibility as a reputable seller. This results in fewer leads. Fewer leads produce fewer offers. Fewer offers mean selling at a reduced price.
Part of our services to you include writing quality content that describes your products, including manufacturers specs as needed, and providing the very best quality images we can source. If you provide images, we optimize them to look their best. And we source manufacturers videos to help demonstrate the product to the viewer. Less is not more in advertising, but what you offer needs to be top quality.
Buying and Selling Used Equipment Online: The New Way to Increase Your Sales
Traditionally, used ag equipment has been bought and sold at local auction, though a local dealer, or in the classified ads of regional newspapers. Now the Internet is becoming one of the best places to look for agricultural equipment. And EDM can help you sell your used equipment online.
Of course, there are important factors to consider before purchasing or selling agricultural equipment via the Web. Farm Industry News asked farmers to share tips about how to use the Internet to sell and buy equipment. Here are a few of the most important responses:
- Good photos. This means good lighting, sharp images, and a variety of photos to illustrate specific areas of interest, such as tires, chains, wear points, paint and general appearance.
- Clean equipment. Believe it or not, a good wash job on equipment can generally produce a 10 percent greater return. Once the equipment is clean, place it in a location like a clean shed on a well-kept property (which is also a great place to take good photos, providing there is enough light).
- Price. Price your equipment reasonably well. Check current auction information to help determine current market pricing. Remember, though, that in most instances, a buyer is never going to pay the asking price.
- Equipment details. The history of the machine is important. Make sure to provide as much - or more - information than you would provide in a classified ad. Also, be sure to provide a way for buyers to contact you with questions.
Ready to start moving more used equipment through your website? Give us a holler and let us share some of our proven ideas.