With an unprecedented pandemic not in hindsight yet, some Nice, we’re meeting once a week for about an hour to share best practices of Zoom meetings once a week instead of quarterly meetings, saying, “It’s been Manufacturers have suspended their policy that the customer has to be in theĭealership to take a delivery, which has allowed us to delivery goodsīoth of Mackey’s management teams have also since adopted
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Touchless deliveries and free deliveries to homes. We’ve been a lot more nimble,” said Mackey. “We make sure we’re compliant with the CDC guidelines, and Might go - less face-to-face shopping and more online and phone sales,” said “The online business and remote-style deliveries that we’reĭoing now is only going to increase. This quarantine we’ve gone full-bore online and social media.”Īlthough some operational changes might become fad onceĬOVID-19 begins to dissipate throughout the overall population, others might The organic spike in web traffic it was really an eye-opener, especially during “We’re making sure that we’reĬommunicating our message consistently across multiple platforms. Media promotion,” said Florida-based Mackey. Once we saw the trend, we did up our spending on SEO, SEM and social Have a system intact doing multiple posts a day to make sure people know we’re “We were posting pretty sporadic before COVID-19, but now we I want everybody to understand that they don’t have to be entirely Getting pictures of all our vehicles posted to show that people are still outīuying. With our marketing guy and dealt with our social media to make sure we started Lot of good deals going on in the market as far as vehicles, but there’s thisįear of making a purchase right now at this time,” said Spanner. There and get more phone calls coming in. “I’ve doubled our SEO and SEM advertising to help get us out Elk Grove Powersports has doubled its SEO and SEM advertising since the onset of COVID-19. “Many consumers had vacations and cruises planned that haveīeen cancelled, and so instead they bought toys for the family.”įor many dealerships, social media and promotional consistency was previously a priority for marketing departments, but it’s now taken on a new level of importance for communication with a customer base in the wake of COVID-19. “Our rural store has tagged along like nothing ever Talking to dealership owner peers across the country. It’s really been a team effort to all get through this.”Īccording to Mackey, rural dealerships have seemingly faredīetter than ones in metropolitan regions. Some of the days we’ve had have been unbelievable, right in the middle of this
“Our team has done an outstanding job as far as pushing through this. Pockets to give guys sales incentives to hit goals and make sales,” said Payroll-wise, which is our largest expense. “We needed to make some adjustments, especially Spanner and his wife also took four-week payroll leaves in order to conserve Maintained a sales staff, despite needing to furlough other employees. Machine they can, but we don’t have an open showroom to just walk in off theĪs an all-hands-on-deck approach, Elk Grove Powersports
If someone still wants to come in to feel, and touch a We’re working hard to work with the consumer so they don’t have Over the phone,” said Spanner of Elk Grove Powersports. “We have a lot of calls coming in - we’ve been closing sales Owner of Cycle of Jacksonville and Interstate Cycles in Lake City, Florida. Seeing - our Jacksonville store is down about 40 percent,” said Greg Mackey, “We’re seeing what a lot of dealers around the country are “essential” by state officials, overall business has also been down for Cycles The staff at Elk Grove Powersports in California has taken an all-hands-on-deck approach to COVID-19.ĭespite an open showroom floor in Florida after being deemed Similar to other dealerships, Elk Grove has also adapted to offer curbside parts pickup and also free shipping within a 50-mile radius. Under California mandate we had to shut our showroom down, but service and parts have remained open… In March we were 10 percent down, and April tracking at 8 percent down,” said Scott Spanner, owner and general manager of Elk Grove Powersports since 2001. Powersports Business staff reporter Nick Longworth checked in with dealerships in various parts of the country to get their take. But for many a caveat has often been maintaining steady revenue streams through parts and service to offset the loss in foot traffic, with a pleasantly unexpected increase in online activity.
With the onset of COVID-19, many dealerships across the nation have seen an overall decrease in business.
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