Digital Dealer - June 2019 - 30

M A R K E T ING & ADVERT ISING: So cia l M e d i a Continued from pg. 29

SOCIAL SELLING ALLOWS YOU TO CONNECT WITH
PEOPLE ON MORE THAN JUST THE TRANSACTIONAL
LEVEL."
PRO TIP: Add your
profile image and obtain
at least 5 reviews on
DealerRater so that you
can unlock the "Employee
Ranking" on your profile.
Online review sites have
very high page rank in
Search so reviews with
your name included in
them are great to build
your online professional
brand.
7. STICK TO A
PROVEN SOCIAL
SELLING PROCESS

If you've been in sales
for any length of time,
you know that having a
process always helps
you sell more. The same
is true for social selling.
Proven social selling
process includes:
 Connecting with
customers when it's
appropriate
 Being the first to
provide value in the
relationship
 Paying attention to
engagement opportunities
 Participating in
conversations
 Creating your own
content
 Scheduling Facebook, Twitter, and LinkedIn
updates in advance with a
tool like the Buffer app
 Like, comment on
or share other people's
content
 Actively seek out who
you'd like to know and who
can refer you
 Recognize leads as
30

JUNE 2019

they happen and offer to
take your conversation
offline
 Remember to ask for
the sale when appropriate
 Ask for online reviews
or testimonials
8. EARN TRUST BY
SHARING SUCCESS
STORIES

I've always believed that
this is the most valuable
way to sell a car: by using
images and video to tell

The best way to get better at social selling is by
learning from your existing
efforts. Collect insight from
your current efforts and
see what's effective as
well as what isn't. Based
on this data, ask yourself
what you should be doing
differently and what you
can do better. This can
help you gain a clearer direction of how you
should change and adapt

SHOW
UP TO GIVE, LOOK
FOR OPPORTUNITIES
TO HELP SOLVE YOUR
CUSTOMER'S PROBLEMS,
AND BUILD A PIPELINE
TO CONVERT MORE
CONNECTIONS INTO
BUYERS."
the story of your current
customers' experiences.
Your store advertising
may speak of providing
exceptional service or
highlight some impressive
features of your specific
vehicles, but because
prospects are bombarded
with ads every day, they
may not trust what your
ad is saying. If you wish to
earn the trust of potential
customers, use social media to showcase proof that
will back up your claims.
9. TRACK YOUR
SOCIAL SELLING
EFFORTS

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

your efforts to deliver even
better results.
Track these metrics
and set personal goals to
improve:
1. Inbound connections
and network growth
2. Content engagement
rate (how many people
interact with your content
each week)
3. Quality of followers
who find and engage with
your content
4. Prospect referrals
5. Lead activity
10. TAKE IT OFFLINE
FOR THE SALE

Social media provides

an opportunity to establish a
warmer connection, but the
ultimate goal is to convert
these digital connections
into real life customers.
Once you've established
a back-and-forth conversation with someone on
social, it's easier to suggest
a phone call, text or email
to deliver more info or to set
an appointment.
Think about it: an email
with a subject line referencing your Facebook conversation may be more likely
to get opened. Now it's up
to you to make sure your
real-life persona is just as
great as your digital one.
Social selling allows you
to connect with people on
more than just the transactional level. Show up to
give, look for opportunities
to help solve your customer's problems, and build a
pipeline to convert more
connections into buyers.
KATHI KRUSE is an
automotive social media
marketing expert, blogger,
speaker, coach, author, and
founder of Kruse Control
Inc. Born in the heart of Los
Angeles to a family of "car
people," Kathi's passion for the
car business spans a 30-year
career managing successful
dealerships in Southern
California. Kathi is the author
of "Automotive Social Business
- How to Captivate Your
Customers, Sell More Cars &
Be Generally Remarkable on
Social Media." EMAIL:
kk@krusecontrolinc.com
http://www.DIGITALDEALER.COM
Digital Dealer - June 2019

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