The reason dealerships fail when using eBay is because they lack an understanding on how to use it, a process at the dealership and execution. According to Forbes, eBay has 167 million users and it has over 250+ million searches a day.
Here are some tips to help your powersports dealership excel at Selling on eBay and listing your inventory:
- List your auction with a low starting bid. This will drive the most page views and bids for your inventory. Try starting with $1,000 or 10 percent of the total price. This is a tactic eBay educates sellers on that has shown great success for many businesses, especially powersports dealers.
- Maximize the descriptive title: When you list an auction, there’s a main title and a smaller subtitle below it (called the description listing title). This is incredibly valuable real estate. The title is where all the searchable content lives when the buyer is searching on eBay. You can easily increase your chances of selling your powersports vehicles just by utilizing this field and adding keywords like: low miles, clean title, 1 previous owner, color, etc.
- Refrain from using special characters like exclamation points or dollar signs —these are not repeatable search terms; using them makes it harder for people to find your listings. Be cautious of eBay’s rules as it could hurt the end result.
- Photos count! We are visual creatures! So give the people the photos they want to see! eBay lets you list as many photos as your heart desires, so don’t hold back. It’s the easiest way to visually attract the buyers that crave knowing what they are buying.
- Your first six listings are free; eBay covers the insertion fee, and you only pay the flat fee when your inventory sells! Take advantage of this opportunity.
- Create seven-day listings. The cost is the same as a three-day listing, and it will always cover a weekend.
- Consider every bid a lead. Every bid is someone expressing interest in purchasing your inventory. Have your sales team get in touch with every bidder and see what they are willing to pay.
- Ensure your templates from your provider are mobile ready. Over 50 percent of traffic on eBay is from a mobile device. Ensure their shopping experience is mobile too!
- Provide all the pertinent information in your templates like financing information, warranty, terms of sale and any disclaimers you may have for your company.
- Be upfront with everything about the unit. If the bike isn’t perfect, show a picture of the scratch. Since eBay is a community, maintaining a 100-percent feedback score is critical to your success.
Don’t let your company miss out on the incredible opportunities that eBay offers because you are unsure of how to use it.
Jim Jabaay is the vice president of Sales and Marketing for LotVantage, a leader in digital marketing for automotive, powersports, marine and RV dealerships. Jim has grown up in the automotive industry with the family dealership in the suburbs of Chicago. Jim started at Manheim in sales and continued to grow his career running sales teams throughout Texas for nine years. Following Manheim, Jim spent two years at Dealertrack expanding his career in the software side of the business. LotVantage utilizes data to help dealerships understand which inventory to post and when to post it for a local, national and social presence. Jim’s number one goal is helping dealers succeed in an ever growing and changing dealership world.