Navigating Disruption in 2020: Tapping into the Virtual Equipment Consumer-Navigating Disruption in 2020: Tapping into the Virtual Equipment Consumer

Navigating Disruption in 2020: Tapping into the Virtual Equipment Consumer

Video Transcription

Video Summary

In this webinar, Paige Boma from Equipment Trader discusses how to navigate disruption in 2020 and tap into the virtual equipment consumer. With the COVID-19 pandemic affecting businesses and changing buyer behavior, it is crucial for dealerships to adapt and remain successful. Boma highlights the importance of online research and digital presence in attracting and engaging buyers. She emphasizes the need to have multiple lines of communication such as phone calls, emails, live chat, and texting to cater to different buyer preferences. Boma also stresses the significance of detailed online listings that include price, availability, images, and descriptions. Social media platforms like Facebook, Instagram, and LinkedIn can be utilized to engage with customers and humanize the dealership's brand. Additionally, Boma suggests employing virtual retailing techniques such as video walkthroughs, virtual field test drives, and online contract signing to facilitate the buying process during social distancing. The use of reporting tools and analysis of metrics help monitor performance and optimize marketing strategies. Overall, the key takeaways include adapting to digital retailing, maintaining a strong online presence, staying connected with customers, and leveraging social media and video to engage buyers.

Keywords

webinar

virtual equipment consumer

COVID-19 pandemic

online research

digital presence

buyer preferences

detailed online listings

social media engagement

video engagement