From the Editors

Spell out your company’s competitive edge online

Karin GelschusIt’s likely you’ve been asked, “What makes your company different than your competition?” Hopefully you’ve asked yourself that question and answered it. Great. Now spell it out for your customers on your Web site. There was more than $177 billion spent on online sales in 2009 and that number is expected to increase again this year, according to the U.S. Census Bureau, so make sure people know why they should buy from you even before they step into your store.

Powersports dealer Cycles! 128 did just that on its “About us” page. At the top of the page it flat out reads in big block letters, “WHY DO BUSINESS WITH CYCLES! 128?” The dealer lists eight reasons with explanations to answer that question.

A few that stood out:


We stock over 2,500 new and pre-owned vehicles year round! We carry new motorcycles, ATVs, personal watercraft, snowmobiles and sport boats from Honda, Yamaha, Kymco, KTM and Suzuki.


We have one of the best motorcycle riding schools in New England on the premises, our M.S.F runs three classes a week which will sure to fit your schedule.


Our delivery specialist goes through every bike with every customer BEFORE you leave the dealership to ensure your satisfaction. We make sure all of your concerns are addressed including warranty, maintenance and safety.

What are your reasons? Does your customer see them on your Web site?

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