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I'm often asked whether or not dealership employees such as Internet managers, sales managers, and salespeople should have a separate individual profile through which they do business.
To me, it's yes, and here's why: Car Dealer Facebook Tip 4
This is only one example of the engagement that is possible from a profile and not from a page. My more complete explanation is available on Soshable under Business Facebook Profiles, but really this video here should be compelling enough to at least consider it.
I posted this picture a while ago because I think its funny. One sign says "No Loitering" which means no hanging around right? Then not 2 feet in front of it is another sign telling me That I have to wait here in this line for 20 minutes. Which one am I supposed to listen too? Then it got me thinking. Uh oh right?
If a simple sign at a gas station carwash can trip me up; what do my customers think? I mean a car purchase is the second largest purchase maybe even largest purchase some people make. What am I doing to confuse things? Well in the car business we doALOT of things to make it harder on ourselves. We advertise payments with "No MoneyDown" and then in the small print we put something like does not include taxes and tags or destination or some BS like that. All in an effort to beat our competitors and still hold gross. Now I am not saying holding gross is bad. I will never say that,as a commission paid manager I need gross. (5% of nothing pays nothing) All I am saying is that we need to be a little more clearer in the way we do things.
I have been a manager at my store for a little over a year and have never used those tactics. The first time I went out to buy a car the car dealership did that to me and it pissed me off. All I remember saying is why cant you give me what you said you would? Ihad no idea that 15 years later I would be a sales manager at a car dealership, at that time was delivering furniture for a living.
With social media we can not afford to practice these ways of doing business. They will and do call us on every deceptive practice we use. This is a great time to be in car sales. I really believe (and if you have read any of my previous blogs you will agree) that social media will help the honest dealer and punish the bad ones. A dealership cannot control what other people broadcast about them. You need to take this very seriously. This is not all bad news though. I have personally changed an angry customer into an advocate just by tweeting them! You can use it to help your image too.
It all goes back to the golden rule. Any time I think of a way to sell a car, I ask myself if Iwould do this to/for my little sister. If the answer is yes I know I have something if not it gets scrapped. I am fortunate to work at a dealership with a great owner who shares those same principles.
Mixed signals? If you have them get rid of them. Be clear, Be consistant, and Be confident that if you dont someone else will.
Sean:
I believe in the thought process but the variables of market size, ethnicity, income level, and educational background taint those numbers more than anything else. We have been involved in 20 groups for the past 5 years and I know dealers that print multiple statements (phony financials) to exceed group performance averages. I also know that Dealers need more training and input from the Manufacturers to get a handle on internet marketing and sales.
We need you to work with GM, Chrysler, and Ford to get us caught up and moving forward.
There are no easy answers and thanks for listening,
Dave Walsh
Re:
Dave,
Thank you for your email in response to my article in AutoSuccess Magazine.
I too have sen fictional numbers from dealers but that is what an Internet Sales 20 Group Moderator can filter through... Plus, not everyone is going to be allowed into the 20 group. this 20 Group is ONLY for dealers that want to be successful...
I am excited for our November 20 group, there will be a lot of Dealer Principals, GMs and High Level Internet Directors... These people I personally interviewed before I allowed membership. They are ALL focused on Success.
I would love an opportunity to speak to you and brainstorm some ideas with you.
*** Please sign up for www.automotiveinternetsales.com ITS FREE and it is the technology that supports the 20 Group. I would love to hear your opinion on it-
SVB
If your hairstylist told you they were the authority on marketing, would you believe them? If you tried to cut your hairstylist’s hair, would they let you? The answer to both is probably no, and for good reason. I know that if I picked up a pair of shears, it would be more sheepdog than chic for my unfortunate client. I’m not an expert on haircutting, and my wonderful stylist is not an expert on marketing. We stick to what we know, which is exactly what you should do in social media.
A common social media pitfall is dabbling in the unknown, or what I like to call forgetting your brand. A car dealer should talk cars. A real estate agent should talk houses. Here at TaCito, we talk marketing. But anyway, back to my salon analogy. Whenever I get my haircut, I ask my stylist for her opinion. She references popular culture, shows me pictures, tells me anecdotes. I’m always sold on her opinion, and I let her do whatever she wants to my hair (no small feat for a woman, as most of you know). In other words, I listen to her because she is both authentic and an authority; those traits have changed me from her client to her evangelist.
Social media can have the same application. Why does this matter? Because customers are fickle, but evangelicals are passionate, loyal, and provide powerful word-of-mouth advertising. Somehow, people see you on social media because something has peaked their interest. Take the next step and engage your customer as an authority. People need to know that you know what’s going on in the world (not the whole world, your world. The car world, the real estate world, the marketing world.) They want to see pictures, they want to hear stories, and they want to believe that you are the expert on whatever you are selling. This does not mean sell yourself constantly. Much like I would be annoyed if my hairdresser only talked about how great she is at cutting hair, your customer does not want to hear about how you are the best dealership/agent/marketer. Plus, that’s dull. Show your customers how good you are at what you do, and then allow them to draw their own conclusions. If you’re as good as you say, they’ll be your evangelist, too. Here are some suggestions for being your brand’s authority:
- Be external. Do not incessantly talk about yourself; talk about things that represent your brand. Share photos, links, stories, videos, etc.
- Be conversational. No one likes a know-it-all but they do like new information. Share accordingly.
- Be polite. This means responding to people even if they are criticizing you. 24/7 feedback has its risks, so keep customer service in mind when dealing with someone that is displeased.
- Be interesting. Like I said, it’s not all about you. 85% of information you put online should be external and sharable (see point 1).
For a great example on a company that is an online authority on their brand, check out Anthropologie. Over 200,000 like them on Facebook and they have seamlessly been able to transition the familiar “best-closet-ever” feel of their stores into an online community. http://www.facebook.com/Anthropologie Or, check out To Write Love on Her Arms, a non-profit about supporting people who are at-risk to self-hurt. Almost 800,000 people like them on Facebook, encouraged by not only the wonderful cause but the integration of music, blogs, testimonials, and other media.http://www.facebook.com/towriteloveonherarms?v=wall
Ps- If you’re in the Dallas area and want to be as blissfully happy with your hairstylist as I am, go to Pure Salon in Las Colinas and ask for Ashley. 972.717.9200.