By Kathi Kruse, Founder, Kruse Control Inc.
The car industry is changing, as are automotive salespeople too. Some have recognized the opportunity to leverage social media to their advantage. Many are looking for proven social media tips to help themselves get more appointments.
I’m here to present my case that “social selling” (using social media as a lead generator) is the most powerful tool salespeople have to close more sales. But it doesn’t happen easily or quickly.
One thing we know for sure: Building a recognizable professional brand opens up lead opportunities.
Every time you are online, in a meeting, at a conference, networking reception, even a backyard BBQ or any other event, remain mindful of these two things:
1. What others are experiencing about you.
2. What you want others to experience about you.
In each of your engagements, your customers, peers, and even friends and family, are evaluating you (consciously and subconsciously). When you’re solid in your professional brand, there is no difference between #1 and #2.
For those new to this idea of a professional brand, it can get challenging. However, when you start to see yourself living through the “lens of a brand,” your perspective will change. You’ll become more mindful about how you approach the professional brand you are trying to define and aiming to live.
A professional brand is about making a full-time commitment to the journey of defining yourself as a leader and how this will shape the manner in which you will serve others. Your professional brand should represent the value you consistently deliver to those whom you are serving.
You’ve probably heard a million reasons why you should use social media in your sales process. Studies have shown that 79 percent of salespeople who use social media as a sales tool outsell those who don’t. If there’s one idea I’d like you to take away from this article, it’s this:
Social Selling = Lead Generation
Each one of the following social media tips is a pathway to create leads. Each one gives you a step towards your goal, even though some may seem like busy work. It’s all in how you approach it. Those who have been successful at selling cars by using social media as part of their sales process know that it takes hard work… but the payoff is worth it.
1. Look your best.
Your image is just as important in the digital world as it is in the real world. Online, your profile image is the first thing prospective clients will see. Make a good impression with a professional image that isn’t too stuffy, but still makes you look trustworthy and friendly.
The copy in your bio on any social network has to accomplish everything a greeting, handshake, and an elevator pitch would do in person.
- Write every word with your prospect in mind.
- Write in the first person, not the third.
- Share your contact info.
2. Build authority, credibility, and trust with the right content.
What are your customers’ most frequently asked questions?
What are the obstacles keeping them from buying?
Publishing content on your social channels that addresses their concerns, needs, and desires will help you build credibility and authority.
3. Complete your LinkedIn profile.
There is no excuse for not taking advantage of free real estate to promote yourself. LinkedIn will guide you to “Create your Profile” (if you don’t have one already) and to complete it.
You’ll need a “banner” as well as a profile pic. I recommend a free tool called Canva to create your LinkedIn banner. Sign up with Canva, then choose “LinkedIn Banner” from the social media design templates. You can upload your own images or use theirs for a small fee.
NOTE: When you select a profile pic, use the same image for all your social media profiles. That way, people will recognize you when they see your image wherever they are.
4. Do five things everyday.
There can be a lot of “downtime” on the sales floor. Make use of your time by committing to doing five things everyday that will further your value with prospects. Here are some examples:
- Like a post.
- Share something newsworthy.
- Comment on a post (but it must provide value to the conversation).
- Wish Happy Birthday or Happy Anniversary to your connections.
- Publish a relevant story or image.
- Follow an influencer (and comment on their post).
- Google yourself, and then take action on what you see or don’t see.
- Write an article on your blog, Facebook or LinkedIn.
- Ask for a review.
5. Connect with clients, colleagues & other professionals you know in real life.
One of the great myths of social media is that having more connections is better. It’s actually the opposite. One hundred meaningful connections are better than 10,000 vanity connections.
People you’ve met or already know in person are ideal to connect with on social media. They are much more likely to engage with you than some stranger whose profile pic is all you know about them.
6. Create an Introduction video.
One of the best social selling tips I can recommend is to introduce yourself to your customers.
Imagine you have 15-30 seconds to record a video explaining to your customers who you are and how you can help.
It seems like a big challenge to raise someone’s interest within just 15-30 seconds – but it’s really not – and here’s why. When replying to a customer via email or social media, all you need to do is pretend they are right in front of you and speak naturally.
It’s ideal to record a video for each specific customer. Mention their name, and the chances are pretty good that you’ll get a positive reaction.
7. Join Groups.
Participate and engage in Facebook and LinkedIn Groups. You can share your valuable expertise, helpful content, ask relevant questions, and engage with group members to build relationships.
Some of the best conversations happen in LinkedIn industry-specific groups. Check the profiles of your prospects, and see which groups they belong to, and then join them.
8. Ask for reviews and testimonials.
A regular stream of good reviews shows credibility and establishs trust with car shoppers.
I have to confess that when I first began, I felt uncomfortable asking for reviews. There’s just something about it that caused me to retreat every time I tried… until I developed a script for myself to help alleviate my apprehension. Once I had that script down, it became easy. Especially after the first dozen times I practiced it with a customer!
Would you like a copy of my script for asking for reviews? Here it is. It starts with a question that helps guide you into the ‘ask’:
“Mr. or Ms. Customer, did you have a good experience today?”
(They will nod their head and say, “Yes.”)
“That’s fantastic. My business is based on referrals, and I would appreciate it if you would share your feedback with others who may be looking for a good car buying experience like you were. Would you please visit _________, and write a review for me?”
(You can choose which review site you’d like to use to build your testimonials).
9. Post vehicles & specials on local 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.
10. Prepare to take things offline.
Social media is a great way to establish that warm connection with a prospect. Remember: 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 likely get more opens. 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 isn’t about instant gratification. It takes time like all business relationships, so be patient, and don’t forget to have a little fun!