Real Social Selling for Car Dealers (and others) – PART 11
TRANSCRIPT: When you do social selling, you are creating a personal brand. I want to be clear, there is a measure of celebrity that comes with real social selling. There really is. People start to look at you like a celebrity. They do. They see you in a dealership even if you weren’t the one that they dealt with.
I know that guy or they’ll see you at dinner and they’ll come to you, “Hey, aren’t you Joey Book?” I mean there’s a measure of celebrity that comes with social selling and you are, your personal brand is whatever you want to be. Be friendly, be approachable, be funny, be self-deprecating and be honest because it’s your personal brand and you get to decide. Now, of course, remember what buyers are looking for. You want to be that as well. Your brand should reflect that.
For 99.9% of you watching this today, referrals are the best way to maximize your social selling efforts. Without referrals, your audience is a lot smaller. People aren’t working for you, they’re not liking and sharing your posts because there’s no money in it for them. Your network will share more of your information if there are dollars involved. Pay for referrals or not is up to you. It’s up to your state laws but I would talk to my dealership and I’d see if they would pay for referrals.
You don’t need a lot. $100 referral is enough and for your dealership, they might be willing to pay $100 per referral because if you’re doing true social selling, you are driving an up bus for them. You are basically doing free marketing that’s bringing in ups, that’s bringing in business. The average dealer pays something more than $600 marketing cost per car sold. If you can do it for $100 referral, imagine that. Your dealer would want to pay for this but in order to get referrals, you have to ask for referrals.
Now that means physically asking people for referrals. Just like 30 years ago or 60 years ago. After you sell a car, you have any friends or family that might be interested as well and then you give them your card that’s got $100. They write their name on the back and they hand that card to their friend. Their friend comes in and buys a car from you. That’s what we did 30 years ago and then you give them the referral money.
The best ways to manage referrals today is get a sales person out. This is a must have for real social selling. This is like a miniature CRM. This is Joey Book’s ad. With a social media app or rather with an app like this, this little miniature CRM, this social sales app, this will allow you to track feedbacks. It will because you’re going to send information. You’ll be able to see what they do. You’ll be able to gauge their interests.
If somebody sends this app to their friend because they want referrals from you, they want referral money. They want to send you referrals, you’ll be able to see what their friend looks at. All the pages that they look at. You’ll get reports of all of that stuff. Now, not sure if an app is right for you. I did ask Joey if I could share his app because he’s going to get all these reports from you people that log in but if you’re not sure if an app is right for you, download Joey’s app and play around with it.
Sorry for those you selling homes. This app is really just for car and RV, anybody with inventory that’s vehicle inventory. Text MYVEHICLEGUY to 44222 and you’ll be able to download Joey’s app. You’ll be able to play with it. See if you want to use it or not. I don’t make any money off of that. I’m just telling you that if you want to manage referrals, the best way to manage your referrals is with a good sales person app and Joey Book happens to have one that he uses.
All right. Someone wants to buy. All right. What do we do? I want you to set a firm appointment. I want you to set a firm appointment with anybody whether it’s … Obviously, in real estate we do that but RVs, powersports, furniture, cars, whatever, set a firm appointment for them to show up and why do you want that? Because a firm appointment will minimize your split deals. It’ll maximize your closing percentages. It’ll maximize the customer’s experience and all of that because you can prepare for them. You don’t how to set appointments, you don’t know what to do when they arrive, check out stevestauning.com on the right hand side, full series videos going down to creating an appointment culture. That’s where to start.