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Laura Madison

Salespeople Social Selling Under the Dealership’s Umbrella

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Social selling is sweeping the automotive industry. A quick search for the terms ‘social selling’ will bring a bounty of articles, training offerings, and tips for salespeople leveraging social media to win business. All this social media mania is leaving dealerships wondering how to empower and control their employees who want to participate in this social realm.

The best strategy for this social movement is NOT to ignore the power of individual presences on social media or to prohibit salespeople to use social to promote themselves altogether; the best solution, for both dealerships and salespeople, is to create a social media presence where salespeople can participate under the umbrella of the dealership. This allows dealerships to benefit from any brand equity created by salespeople but also contributes to a larger, more cohesive marketing effort. It’s both empowering and controlled.

Uploading Under the Umbrella

Executing on this strategy is relatively simple. For example, a dealership can encourage salespeople to upload personalized videos to the dealership’s YouTube page. Simple videos filmed by salespeople with a smartphone highlighting the best features of a top-selling vehicle or the changes to a recent redesign, can provide great visibility for both the salesperson and the dealership. This upload can be facilitated very simply by a marketing director or whoever is presently running the dealership’s social media sites.

Salespeople can also participate on the dealership’s Facebook page in a number of ways. An effective social media presence highlights the humans behind a brand, so featuring photos of salespeople and tagging them in these photos can be a powerful way to add a human component to a dealership presence and also become more visible to these salespeople’s connections. Another way salespeople could contribute on Facebook is by providing content to post to the dealership Facebook page, like interesting product or customer photos.  Mining salespeople for Facebook updates could add incredible variety to posts and allow a dealership to show the faces behind the business.

There are a few big benefits of executing on this umbrella strategy:

  •  Increased visibility. Leveraging salespeople to create content, including automotive related photos or short videos, can boost activity on social channels and exponentially increase a dealership’s online reach. The more active a dealership can remain on social media the more prospective customers they’ll reach over time.
  •  A human component.  The key to an effective social media presence is creating human connection. Consumers want to know the people, and the story, behind a brand. Incorporating content from salespeople and featuring them in posts adds a dynamic and human component to a dealership’s social channels.
  •  Improved search engine optimization. Increasing videos, posts, and activity on certain platforms can catapult the organic search engine optimization of a dealership’s channels. For example, salespeople uploading content to YouTube will boost the likelihood of those videos appearing on the first page results of a Google search.

This umbrella approach on social media will result in a less fractured, more cohesive online presence for dealerships and dealership employees. Creating an environment where salespeople can contribute to the dealership’s social presence provides a fierce and powerful online visibility advantage in today’s competitive automotive space.

Permanent link to this article: http://blog.ncm20.com/2015/11/8049/

Laura Madison

Humanize Your Online Presence

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The use of social media is becoming mandatory for dealerships. Prospective clients are looking for local dealers’ Facebook pages; they’re searching YouTube for product comparisons and even asking friends across social platforms for recommendations. The problem in the automotive world is: the vast majority of dealerships and individual salespeople are using social incorrectly. Simply being active on a platform does not mean that platform is being effectively used. The key to an effective social media presence is creating human connection.

To illustrate the importance of human connection, have a look at how people in Japan buy and sell cars. Japanese salespeople go door-to-door trying to sell vehicles, rather than waiting at the dealership for the next ‘up’.  Once they find a prospective buyer, face-to-face meetings continue in their home with few Japanese car buyers ever even setting foot in a showroom. Paperwork is drawn up and signed in clients’ living rooms. When the sale is complete, a relationship has been formed that will last far beyond the delivery of the new vehicle; salespeople maintain constant contact with sold clients by calling, writing handwritten cards, even taking their clients to dinner.

What this demonstrates, I believe, and what the Japanese have remembered and we have forgotten is that commerce has always been personal. It has always been about people doing business with other people. This is where we have run into trouble in the digital world. We spend so much money on well-organized websites and so much time attempting to sell using social media but what we’re missing is connection. We’re missing the most critical element of relationships.

Consider for a moment what keeps a customer loyal, it’s not an oil change punch card or a fancy website; it’s relationship. It’s human-to-human connection.

Real connection is key to winning business.

There is some science behind the power of human connection in persuasion. Humans are born with a special part of the brain whose sole purpose is to recognize faces.  It is called the fusiform area and is located near the brain’s emotional center. The fusiform area makes us hard wired to use the human face as a centralized point for information and believability. So, in the case of faces: seeing is believing. In other words, an image of a salesperson’s face posted on social media is infinitely more powerful than a stock image of a new truck.

Fewer people are setting foot in dealership showrooms in 2015 than ever before, which provides a bit of a disadvantage in trying to create relationships. Social media, however, can fill this void by giving us a way to still create human-to-human connection with potential clients who already do all their research and shopping online.

Use this information to begin to dominate with a social media presence. Before your next social media post, consider human connection. Instead of touting an upcoming sale or a low, incentivized lease payment, introduce your followers to one of your salespeople. Keep personal relationships and human connection in mind with your dealership’s social presence—and always remember the power of the face.


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Permanent link to this article: http://blog.ncm20.com/2015/06/humanize-your-online-presence/