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Laura Madison

A Personal Brand: Why Automotive Salespeople Should Go For It

Personal Brand

A personal brand is an incredibly powerful tool for salespeople to increase visibility with prospective clients and increase sales, so why aren’t more salespeople taking action? Perhaps because automotive salespeople do not realize how creating and maximizing a personal brand can solve two important challenges they face. Here are two problems having a strong personal brand can solve:

Challenge #1 – Leads

A common complaint among car salespeople is there are too few leads to keep them busy. A number of factors can be blamed for this complaint; slow phone traffic, a quiet season, or minimal walk-in showroom traffic.

How a personal brand can solve this challenge:

A personal brand is an opportunity for salespeople to come out of obscurity. Salespeople can use social media sites like Facebook and YouTube to promote themselves and their role selling cars to begin to gain local visibility. Participating on social platforms allows salespeople to connect with prospective customers and ultimately motivate them through the front door. Social media is also a phenomenal way for salespeople to build and maintain relationships with previous customers, so they’ll never forget who to refer and work with on the next purchase.

Challenge #2 – Differentiation

Differentiation may be the largest problem a salesperson faces. Whether the challenge is an inability to differentiate their Toyota store from the one down the street, or the Toyota Camry from the Honda, or differentiate themselves from other salespeople on staff, differentiation is an enormous salesman struggle.

How a personal brand can solve this challenge:

By creating and using a personal brand salespeople are building value in themselves. They are introducing themselves to prospective buyers and utilizing a platform to speak with customers genuinely, on a human-to-human level. An opportunity for an automotive salesperson to speak with prospects about what differentiates himself, his store, and the product is invaluable.

A personal brand puts a salesperson’s face in front of a prospect and begins building trust and relationship. By the time that customer comes into the dealership, he will know how to ask for and recognize his automotive professional and online connection. Creating a quick video, for example, to follow up an incoming internet lead can be an extremely powerful differentiator. If the customer submitted leads to five stores, the salesperson maximizing personal branding will likely be the only who has used something like video to communicate, and begin to build trust with, this customer. Building this type of value can not only earn a sale, but also make a customer fiercely loyal in the future.

In summary, a personal brand can help salespeople create a pipeline outside the walls of the dealership and build value in themselves, their dealership, and their product. That should be enough motivation to begin encouraging salespeople to create a strong personal brand on social media, so get to it!

UV Training

Permanent link to this article: http://blog.ncm20.com/2015/07/a-personal-brand-why-automotive-salespeople-should-go-for-it/