HARDISON’S TIPS – SEPTEMBER 11, 2020 – 19 Social Media Tips for Car Salespeople (Pt. 4)
14. Share success stories.
I’ve always believed that this is the most valuable way to sell a car: by using images and video to ‘tell the story’ of your current customers’ experiences.
In advertising, the store may speak of providing exceptional service or you may be highlighting some impressive features of your specific vehicles. But because they get bombarded by so many ads everyday, prospects have a hard time trusting what’s being said.
If you wish to earn the trust of potential customers, use social media to showcase proof that will backup your claims.
This proof would ideally be the success stories and reviews from your existing customers. Examples like these:
Create custom images with a photo of the customer with a brief summary of the results they achieved with your help.
Share links to the success stories published on your website, blog or LinkedIn.
Do a full-fledged video interview with a customer.
15. Be responsive to customer feedback.
Social selling isn’t about aggressively promoting yourself on social media. Rather, it’s the way you directly and indirectly promote yourself through your social media behavior.
A quick response (just like being the first to pick up the sales call) gives you the best chance to convert inquiries into leads, and leads into sales.
16. Use customer feedback to identify referral opportunities.
Referrals from existing clients are one of the most effective ways to generate new business.Don’t be shy or hesitant about it, even if you secretly feel a little uncomfortable. The fact is, most customers won’t refer you unless you specifically ask them to. It’s not that they don’t want to be helpful.
Most people are busy and distracted and it simply won’t occur to them unless you ask them directly.
17. Post vehicles and specials on local Facebook marketplaces.
Local “Buy, Sell, Trade” Facebook groups and pages can be a goldmine for car salespeople. Here are the steps:
Explore and join groups
Post select vehicles
Monitor likes, tags comments and shares
Respond timely (pretend they are on the lot!)
Set appointments to take things offline
18. Ensure follow up messages are always about your prospect.
Does your follow up pass the “WIIFM” (What’s in it for me?) test?
If a prospect asked you a question, answer it. Then, ask them a question back to help learn more about their needs.
Can you help them overcome a key challenge?
Follow up with an introduction video to help them feel more comfortable.
No sales pitch here, but if the time is right, do ask for an appointment.
19. Be prepared to take things offline.
Social media is a great way to establish that warm connection with a prospect. Social selling = lead generation. The ultimate goal is to convert inquiries into real life customers.
Once you’ve established a back-and-forth conversation with someone on social, it’s easier to suggest a phone call, text, or email to deliver more info, send an introduction video and/or to set an appointment.
Think about it: an email with a subject line referencing your Facebook conversation will be more likely to get opened. Now it’s up to you to make sure your real-life persona is just as great as your digital one.
The best way to get started in social selling is to try. After you’ve put together your plan, jump in! It’s not enough to “dip your toe in” so make the commitment to yourself (and your future self). Social media tips for car salespeople do not mean instant gratification. It takes time like all business relationships so be patient and don’t forget to have a little fun!
Make It A Champion Day!