Digital Dealer - June 2019 - 29

EVERY SUCCESSFUL SALESPERSON POSSESSES
THE COMMON TRAIT OF EMPATHY. IN SOCIAL
SELLING, IT'S THIS QUALITY THAT DETERMINES
WHO WINS THE SALE... AND WHO DOESN'T."
experiencing about you.
2. What you want others
to experience about you.
In each of your engagements, your customers,
peers, and even friends
and family, evaluate you.
When you're solid in your
professional brand, there
is no difference between
#1 and #2.
Being new to this idea of
a professional brand can
be challenging. However,
when you begin to see
yourself living through
the lens of a brand, your
perspective will change
and you'll become more
mindful about how you
approach the professional
brand you are trying to
define...and aiming to live.
A professional brand is
about making a full-time
commitment to the journey
of defining yourself as a
leader and how this will
shape the manner in which
you will serve others.
Your professional brand
should represent the value
you are able to consistently deliver to those whom
you are serving.

2. BUILD YOUR
SOCIAL PROFILES

Success with social
selling begins with professional and well-optimized
profiles.
Your image is just as
important in the digital
world as it is in the real
world. Online, your profile

image is the first thing prospective clients will see.
Make a good impression
with a professional image
that isn't too stuffy, but still
makes you look trustworthy and friendly.
The copy in your bio on
any social network has to
accomplish everything a
greeting, handshake, and
an elevator pitch would
do in person. Write every
word with your prospect in

connections need a car.
LinkedIn is a good
choice too, especially for
beginners. Please consider the paid option for
LinkedIn - it delivers more
robust search results and
pays for itself when you
close just one deal.

4. SPEND AT LEAST
30 MINUTES EACH DAY
PROSPECTING

Look around, see who
you know and participate

SOCIAL SELLING
SUCCESS COMES FROM
A PLACE OF IMAGINING
WHAT IT'S LIKE FROM
YOUR CUSTOMER'S
STANDPOINT."
mind and write in the first
person, not the third. And
be sure to be very clear
about sharing your contact
info. Share multiple avenues if there is room.
3. FOCUS ON WHERE
CUSTOMERS SPEND
THEIR TIME

Pinpoint the social
networks your ideal
prospects occupy the
most. If you're comfortable
with Facebook or
Instagram, use your
personal account to start
(instead of a business
page). Your friends and
family know you and
it's important that they
remember you when their

in conversations by liking,
commenting, and sharing.
You'll get more and more
comfortable every day.
Go easy on yourself in
the beginning. Pick the
platform you feel the most
comfortable with and keep
your expectations low.
Determine who you
know and who you want
to know. Does your store
have a vehicle that's ideal
for a particular customer or
group of customers? Make
a plan to connect with that
individual or group and begin to provide your value.

5. COMMIT TO
PUBLISHING RELEVANT,
HELPFUL CONTENT

D I G I TA L D E A L E R . C O M

ON A REGULAR
BASIS

The quality of the
information you publish on
social media drives your
results. What you post
will determine how people
perceive you and the level
of help you can provide.
As a social selling
beginner with a customer-centric mindset, follow
this framework:
 Always represent
your professional brand
 Know your customers
inside and out
 Answer customers'
frequently asked questions
 Show what it's like to
do business with you by
sharing customer success
stories.
6. ASK FOR REVIEWS

Choose a platform
(Google, Yelp, DealerRater, etc.) to begin to build
your credibility and trust
with consumers.
Here's my script for
asking for reviews. You
can use this in person, of
course, but also in emails
and text: "My business is
based on referrals, and
I would really appreciate
you sharing your feedback
about your experience
working with me. Here's
where you could do that..."
(provide them a link to
your profile on the review
site).

Continued on pg. 30

JUNE 2019

29
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Digital Dealer - June 2019

Table of Contents for the Digital Edition of Digital Dealer - June 2019
