We all know that more brick & mortar businesses can advantageously replace part of their showroom square feet by a bigger and better internet presence. If clients don’t walk in, go to them where they are, wherever they are. Logically, Rossmeyer’s Harley-Davidson, overwhelmed by the number of used bikes they took in trade- in and repos on unpaid loans (at any time they state that they have 500 used bikes in stock), is moving its sales force front of the computer screen. Mike Watts, internet sales manager at Rossmeyer’s state that the company will host 24-hour live vide auction on a monthly basis (the 1st one happened 2 weeks ago).
In a statement he made to the Daytona News Journal I noticed that Mike Watts made 2 mistakes by stating 1- “That we hope to change the way people buy used motorcycles”. Really? I think it’s all the way around. It’s consumers who changed the way businesses sell their ware. Rossmeyer’s, like others, just try to adapt. Never heard of eBay? 2- “That their website(s) have 1 million of hits”. Who cares the number of hits? A hit is not a visit to a website but the number of graphics & pictures downloaded when you open any internet page. If you open a page with 40 graphics or images, it’s 41 hits (one hit for the page + 40 hits for the images). But still only 1 visitor. Multiply by the number of pages visited by the same person and you have a ton of hits for still only 1 visit. Mike, the only important thing is the number of unique visitors, the number of pages visuted and the time spent on each page. Among other things, the reason why the first online auction was not a success is because of poor announcement and poor internet traffic for a company the size of Rossmeyer’s (I checked). It’s what Rossmeyer’s should work on first. Rossmeyer’s Harley-Davidson.