Social media is an increasingly relevant marketing tool for auto dealerships. Its ability to engage consumers where they socialize today -- and then pull them into the showroom -- is a growing reality.
However, social media at your dealership doesn’t mean much if the sales team is forgetting the basics – those foundational socialization steps known as the road to the sale, customer follow up, and prospecting the household for additional opportunities.
Soliciting friends and followers via Facebook, Twitter or dealer review sites is valuable, but it must be secondary to personal engagement on the showroom floor. As it has always been, selling cars is a process of engagement.
Sales victory is earned by capitalizing on every inch of opportunity. Selling has always been a social process. Dealerships who embrace a culture of selling sociability:
- Engage every customer and are intentional about building value into their product
- Recognize every communication and encounter with customers as part of a social engagement opportunity to boost retention and win new business from customers’ friends and families
- Pursue every up consistently – and re-engage socially with unsold customers to win back two-thirds of them and close between 40 and 70% of them
We have just released a new eBook: Victory by Inches: The Key to Auto Dealers’ Sales Success in a Social World. It shares how dealerships create social selling cultures and convert more shoppers into buyers, whether coming into the store after visiting your website, viewing your Facebook page, getting referred by a friend, or because the store just happens to be in a convenient location.
Victory by Inches: The Key to Auto Dealers’ Sales Success in a Social World can be downloaded for free at: http://www.carxrm.com/files/carxrm-com-eBook-Oct2012.pdf. If you are at Digital Dealer 13 stop by our booth # 817 and pick up a free print copy, October 23-25, 2012, Las Vegas, NV.
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