It’s no secret that learning how to sell more cars can be quite challenging. In fact, it’s pretty safe to say that selling cars is an art form in and of itself; something that should be left up to the pros at your dealership.
But now and then, even dealers can use a little outside perspective to help them improve in areas they hadn’t thought about yet. In his first guest post, productivity and workflow expert, Robby Slaughter, explains the benefits of salespeople connecting and engaging with consumers over Facebook! We do a lot of process improvement consulting, and many of our clients ask for help with the sales process. I always ask them if it’s a transactional sale or a relationship sale, and they almost always choose the latter. And then I ask if their sales reps have structured, intentional social connections with their customers online and off, and I get blank stares. This is the oldest selling technique in the world, and yet, one that too many companies miss.
Or to put it another way: of course, Facebook is a key secret to selling cars.
Let’s run the numbers:
- A typical salesperson would love to sell 20 vehicles a month
- People trade in their cars about every seven years.
- Seven years (84 months) times 20 vehicles per month is 1,680 people
- A typical professional gains 250 new contacts each year, or about one a workday.
- 1,680 people divided by 250 is about 7
Therefore, if you stay in touch with the people you meet as a typical professional, you’ll automatically know enough people to keep your pipeline full. Learn how to sell more cars using Facebook!
Okay, It’s Not That Easy
Obviously selling cars is not as easy as hanging around and meeting people. You do have to actually make sales. And we know from the National Automobile Dealers Association that turnover is up to 66% in the first year for sales consultants. It’s not making enough connections that is the hard part of the job; it’s maintaining these relationships and converting them into sales.
This is where good marketing and sales automation is essential. Whether you’re a sales manager, a dealership owner, or you’re out there on the lot hustling, you can get organized and take advantage of modern technology in keeping track of the people you met and staying in touch.
You can run contests, postcard campaigns, emails, or appreciation events. You can call people on their birthday or on the anniversary of their last purchase. But no matter what you do, you need the data. Wait, What Does This Have to Do With Facebook?
This social technology is one of the easiest ways to get all of this information. As long as you don’t use the platform to promote yourself incessantly, most people are happy to be your Facebook friend after meeting you. Once you’re there, you can usually find out their birthday.
You can take a look at their profile to see if they are married, and often the name of their spouse. You can scroll through photos to see if they have children and usually figure out their age in school. They may have pictures of their car. This gives you tons of information about their likely buying habits.
You can even go to the Facebook search box on your computer and type “Firstname Lastname new car” (with their first and last name, of course) and often come across the post where they celebrated their last purchase!
Facebook is an incredible asset for learning about your current and future customers. When you discover something, make a note! Write it down, put it in a spreadsheet, add it your CRM. Save the data so you can look it up later, and act.
If I Shouldn’t Self Promote, What Should I Do?
The worst use of Facebook as a car salesperson is to talk about specials, rates, and promotions. If you put these online too frequently, people will unfollow you. My advice is to never directly promote your dealership or your manufacturer on your personal profile page.
Instead, celebrate your customers. Someone getting a new car as a gift for their spouse? Ask if you can take a photo with them, the vehicle, and an oversized bow. Sending kids off to college? Ask if you share their story. Going to a training? Say why you love your job.
And in general, just be on Facebook. Talk about your family and your vacations. Share what you’re working on and what you’re interested in. Post a photo of the concert you attended and the new baby in your life. Be social, so people can see you. And watch what they are doing and keep a record.
Then when it’s time, act. Or better yet, react. Because people who know what you do, who see you online, you recognize that you are someone they know, like, and trust—those people will seek you out when they want to buy.[/vc_column_text][/vc_column][/vc_row]