In today’s digital landscape, social media has radically changed how businesses engage with consumers. It has particularly positive effects on how salespeople connect with customers, making it easier to engage, build relationships, and close deals.
In today’s episode of CBT Now, Shawn Payne, social media influencer and pre-owned director of Schaumburg Honda Automobiles, will discuss his recommendations and share tips on how dealerships can effectively leverage social media.
A digital presence presents an excellent opportunity for sales professionals to brand themselves and extend their reach to connect with thousands – or even millions – of potential prospects. The potential is vast, with several salespeople that Payne has trained moving 30-40 vehicles monthly through social media without the help of traditional leads.
Payne recommends using multiple platforms to build a digital presence and explains what and how to use them for the best results.
TikTok is the best platform for fostering a personal connection with an audience. It’s the best place for salespeople to be themselves and create entertaining content without overtly selling.
Platforms like Facebook and Instagram are better suited for direct engagement and sales, where the focus shifts from building relationships to converting leads into buying customers.
Payne suggests avoiding the biggest mistake when building a digital presence: being too “salesy.” He notes that Gen Z and Millennials, the most active demographics on social media, typically dislike overt promotional material. It’s critical to appear relatable, fostering a sense of authenticity and trustworthiness.
He also highlights the importance of recognizing and accepting that social media success takes time. It’s doubtful that content will go viral; even if it does, people will move on if the other content could be better. Payne recommends that new users stick with it for 90 days, post at least three times a day, use hashtags, and experiment until they find their unique winning combination!
Dealership leaders can take advantage of social media by motivating their teams to step outside their comfort zones. By clearly explaining the benefits, leaders can help their sales teams effectively leverage social media and significantly expand their reach and impact.
"Social media has played a huge role in the way I connect with my customers. It gives me a platform to engage directly with them and build trust in a more personal way." – Shawn Payne
