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Want Perpetual Direct Leads? Start Your Dealership’s Employer Pricing Program Today!
There is some debate among Powersports dealers about the best way to get prospects to opt into giving away their information.
You have a lot of different options. Some dealers go with content pieces like infographics or videos that can only be accessed once a lead has entered their name and email address.
Those are great! But they will eventually need to be updated. What if we told you there’s a way to keep leads coming in...and you only have to set it up once and then let it generate leads - indefinitely?
It sounds too good to be true, but it’s not. All you have to do is set up an employer pricing program.
Why offer employer pricing incentives?
MAP regulations can make it difficult to compete on price for your vehicles. But you don’t have to alter the advertised price to give your customers a deal.
Instead, you can implement a basic employer pricing program.
It provides a way to give many of your customers a discount without violating MAP. And oftentimes, feeling like they got a good deal is a huge incentive for someone to buy from you rather than your competitors.
How to start your own employer pricing plan
Employer pricing incentives are simply a discount given to anyone who works for a company on a particular list of businesses in your area. It’s a great way to reward people for buying from a local or regional dealership.
Just gather a list of big employers near you, and make a page on your website that displays the list, as well as the amount of the discount provided for employees of these companies.
Research shows that price is still a top factor in why consumers choose to purchase at one website over another.
Here’s the important part about why you want to do this on your website though. In order to access the page, you need to create an opt-in button that takes them to a form. When the lead enters their name, email address, and phone number, they are added to your email list. In exchange for this, they get access to the special pricing list.
That part is crucial -- you need to exchange value. The opt-in transaction is not one-sided. You get their information for sales follow-up, and they get access to potential discounts.
What does the opt-in button look like? It's a clear, linked image that says something like, “Click here to get employer pricing”. A button that only says “Click here” will be less effective because it doesn’t tell prospective leads why they should do that.
Where to put the opt-in
Your website probably has multiple pages, so how do you know where to put these buttons? The best place for opt-in buttons is on VDPs (vehicle details pages). Prospects on these pages are already looking at a vehicle they like, and they’re looking at the details and advertised price. It’s the perfect moment to give them a little nudge!
Find out more about why every Powersports dealer should have an employer pricing program by downloading our guide to getting great web leads into your dealership.
