Here’s why your sales teams social media networks matter

Here’s why your sales teams social media networks matter

In the ever-evolving landscape of social media marketing, automotive dealerships find themselves at a crossroads. Many traditional and digital advertising methods are no longer sufficient to capture the attention of today’s tech-savvy consumers. As a result, dealerships must innovate, and one of the most untapped resources are the online networks their salespeople are connected to, in particular those on LinkedIn. By equipping sales teams with the tools and training needed to post on-brand, personalised content about the cars they are selling on their personal LinkedIn accounts, dealerships can foster a more authentic and engaging connection with potential buyers. This approach not only enhances individual salespeople’s personal brands but also drives overall dealership success.

Leveraging personal social media connections

In an age where trust and authenticity are paramount, the personal touch that a salesperson brings to the table is invaluable. Consumers are increasingly sceptical of corporate messaging, but they are more likely to trust and engage with content shared by individuals they know through a professional network like LinkedIn.

By encouaging salespeople to share content about the cars they are selling, dealerships tap into a network of warm leads – connections that the salesperson has already built trust with. These connections are more likely to engage with the content, ask questions, and even consider making a purchase. In this sense, a salesperson’s LinkedIn account becomes an extension of the dealership’s brand, humanising the business and making it more approachable.

Learning from real estate professionals

The real estate industry provides a compelling blueprint for how dealerships can successfully empower their sales teams. Real estate agents have long used their personal social media accounts to showcase properties, share market insights, and build relationships with potential buyers. They understand that selling a home is not just about the property; it’s about selling a lifestyle, a dream. By positioning themselves as experts in their field and sharing valuable content, real estate professionals have been able to build strong personal brands that drive their success.

Dealerships can learn from this approach. Cars, much like homes, are significant purchases that are often tied to lifestyle and identity. A car is not just a mode of transportation; it’s a statement about who you are. By enabling salespeople to share content on social media that highlights the features, benefits, and lifestyle associated with the cars they are selling, dealerships can create a similar sense of aspiration and desire in potential buyers.

Social media training and tools

However, simply giving salespeople the green light to post about cars on LinkedIn is not enough. To ensure success, dealerships must invest in training and provide simple to use, online tools to make content creation easy and effective. This could include workshops on social media best practices, access to pre-written social media posts, high-quality images and videos, and even content calendars that align with the dealership’s broader marketing strategy.

Salespeople should be trained on how to use engaging posts that not only showcase the cars but also provide value to their audience. This could involve sharing tips on maintaining a vehicle, insights into the latest automotive trends, or personal stories about why they are passionate about the cars they sell. By positioning themselves as experts and enthusiasts, salespeople can build credibility and trust with their audience, which in turn can lead to increased sales.

Overcoming potential obstacles

Of course, there are challenges to this approach. Some dealership principals may be concerned about the potential for off-brand messaging or the risk of salespeople leaving and taking their personal brand (and network) with them. However, these risks can be mitigated through clear guidelines, regular monitoring, and a focus on building a strong, positive workplace culture that encourages loyalty.

Moreover, the benefits far outweigh the risks. When salespeople feel empowered and trusted to represent the dealership in their own unique way on their personal social meida networks, they are more likely to be engaged and motivated in their roles. This can lead to higher job satisfaction, lower turnover, and ultimately, better sales performance.

The future of dealership marketing

As the role of social media networks continues to evolve, dealerships must adapt to stay competitive. By encouraging their salespeople to harness the power of their personal LinkedIn accounts (and other platform accounts), dealerships can create a more authentic, engaging, and effective marketing strategy. This approach not only builds trust with potential buyers but also positions the dealership as a forward-thinking and customer-centric business.

In conclusion, dealerships should take a page out of the real estate playbook and empower their sales teams to use social media as a tool for success. With the right training, tools, and support, salespeople can become powerful brand ambassadors, driving sales and building lasting relationships with customers. In the end, it’s not just about selling cars; it’s about selling the experience, the lifestyle, and the passion that comes with every vehicle on the showroom floor.

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Did you know?

Our platform simplifies social media content creation, allowing teams to easily customise or publish ready-made posts that align with your brand – empowering salespeople to connect meaningfully with their audience, build relationships, and drive sales. Whether you’re looking to enhance your online presence or engage buyers, Fetch has the tools you need > Get access today.