Digital Dealer - October 2019 - 32

M A R K E T ING & ADVERT ISING: So cia l Medi a

By Kathi Kruse
Founder,
Kruse Control Inc.

10 Social Media
Tips for Car
Salespeople
The car industry is
changing, as are
automotive salespeople too.
Some have recognized the
opportunity to leverage
social media to their
advantage. Many are
looking for proven social
media tips to help themselves get more appointments.
I'm here to present my
case that "social selling"
(using social media as a
lead generator) is the most
powerful tool salespeople
have to close more sales.
But it doesn't happen easily
or quickly.
One thing we know for
sure: Building a recognizable professional brand
opens up lead opportunities.
Every time you are online,
in a meeting, at a conference, networking reception,
even a backyard BBQ or
any other event, remain
mindful of these two things:
1. What others are
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, are evaluating you
(consciously and subconsciously). When you're
32

OCTOBER 2019

solid in your professional
brand, there is no difference
between #1 and #2.
For those new to this idea
of a professional brand,
it can get challenging.
However, when you start to
see yourself living through
the "lens of a brand," your
perspective will change.
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
consistently deliver to those
whom you are serving.
You've probably heard a
million reasons why you
should use social media in
your sales process. Studies
have shown that 79 percent
of salespeople who use
social media as a sales tool
outsell those who don't.
If there's one idea I'd like
you to take away from this
article, it's this:
Social Selling =
Lead Generation
Each one of the follow-

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

ing social media tips is a
pathway to create leads.
Each one gives you a step
towards your goal, even
though some may seem like
busy work. It's all in how
you approach it. Those who
have been successful at
selling cars by using social
media as part of their sales
process know that it takes
hard work... but the payoff
is worth it.
1. LOOK YOUR BEST.

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 mind.
 Write in the first person,
not the third.
 Share your contact info.
2. BUILD AUTHORITY,
CREDIBILITY, AND
TRUST WITH THE
RIGHT CONTENT.

What are your customers' most frequently asked
questions?
What are the obstacles
keeping them from buying?
Publishing content on
your social channels that
addresses their concerns,
needs, and desires will help
you build credibility and
authority.
3. COMPLETE YOUR
LINKEDIN PROFILE.

There is no excuse for not
taking advantage of free real
estate to promote yourself.
LinkedIn will guide you to
"Create your Profile" (if you
don't have one already) and
to complete it.
You'll need a "banner" as
well as a profile pic. I recommend a free tool called Canva to create your LinkedIn
banner. Sign up with Canva,
then choose "LinkedIn Banner" from the social media
design templates. You can
upload your own images or
use theirs for a small fee.
NOTE: When you select a
profile pic, use the same image for all your social media
profiles. That way, people
will recognize you when they
see your image wherever
they are.
4. DO FIVE THINGS
EVERYDAY.

There can be a lot of
"downtime" on the sales
floor. Make use of your
time by committing to doing
five things everyday that
will further your value with
prospects. Here are some
examples:
 Like a post.
 Share something newsworthy.
 Comment on a post (but
it must provide value to the
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