What stereotype do you think of when someone says “car salesman”?
A sleazy car salesman, right? Someone not entirely trustworthy, someone with a hidden agenda – someone trying to get his “lemons” off the used car lot.
If you’re a car salesman, this is not good news, is it?
When you’re looking to buy a new car, who is your trusted source of information? Who do you ask for recommendations? Who are the people who have no agenda either which way?
Not normally your local dealership car salesman. (Please let me know if I’m wrong here)
Friends, family and colleagues? People you implicitly trust. People you know and like, and have a relationship with. Obviously.
What about motoring websites? Yes, they’re chock full of great info, technical specs and unbiased journalistic reviews and are a good place to do research.
So where does social media like Facebook and LinkedIn come into this story? I’m glad you asked.
Trust. Authenticity. Influence.
I’ve looked high and low for a car salesman who uses LinkedIn (the merits of this platform are beyond the scope of this article, but you can read my perspective here) to it’s full potential, and I’ve failed to find one who is creating any of the three attributes I mention in the heading above. The guys I do come across brag about how many cars they’ve sold this month (they must be good).
Some are sharing posts provided by the marketing departments at their franchise, or from the marque they represent – without adding any context themselves.
I’m getting to the point, I promise.
If a car salesman, or even better, a whole team of salesmen at a single dealership, or franchise group for that matter, used LinkedIn properly, they could be authentic, foster trust and build influence within their target customer demographic. Sounds like gold doesn’t it?
Car salesmen (and women), here is how you should go about it:
- Make a good first impression – just like you’d shower, shave and put on an ironed shirt before going to work, strive to make a good online first impression. Sort out your profile.
- Have a good headshot taken (that looks like you – and isn’t a selfie with your cat)
- Write a headline that puts your customers first
“I help people buy the car of their dreams.” and not “Salesman at AutoGroup”. - Brand your profile accordingly by using a relevant banner image that makes sense.
- Complete all aspects of your profile, from experience to education, and get happy customers to leave you a recommendation.
- Grow your online network with the relevant people.
- Follow past clients and invite them to connect with you.
- Search for people who look like ideal clients and invite them to connect with you.
- Give your prospective connections a good reason to accept your invitation. Send a personal note and offer them something in return.
“Let’s connect – I share content about Brand X cars.”
- Through content sharing, convert followers into fans.
- Do NOT sell on social media. Just don’t.
- Regularly and consistently share original content which your followers want to consume – interesting, helpful, informative.
- Write about your customers, not about yourself.
Your profile tells your followers where you work and what you do – there’s no need to spell it out. Simply serve your followers and they’ll grow to know, like and trust you. By then you’ll have built influence.
Eventually they’ll ask you for recommendations, or simply come and buy from you, because you’ve already helped them in their car-buying research.
If you’re still reading this I must be making sense. So what now?
As a car salesman, sales manager or dealer principal, you have the power to educate and influence car buyers at every step of the buying journey – before they step foot into the dealership and long after.
Will you be the first automotive social salesman?
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