For automotive salespeople considering social media, going viral isn’t the only measure of success. Raul Tomsa, known online as “Vincierge,” believes consistent content can put a salesperson in front of the right customer, even when a video attracts only a modest audience. The Motor Werks Client Advisor returned to the showroom after more than a decade in management and is using his experience and online presence to build relationships, generate leads and demonstrate another path for dealership professionals.
On today’s CBT Live, Tomsa notes that his return to sales reflects his belief that dealership careers don’t have to follow a traditional ladder toward management. After serving in finance, pre-owned management and other leadership roles, he decided that working directly with customers offered a more compelling opportunity. His experience also gives him an advantage on the showroom floor because he understands vehicle appraisals and deal structure, allowing him to handle much of the process before presenting a deal to management. Tomsa said roughly 95% of his deals are ready for managers to review, reducing the work they need to do.
Tomsa also sees social media as a practical business-development tool rather than simply a way to collect views. He committed to posting videos for 100 consecutive days and had built an audience of about 5,000 followers by the end of that period. His content uses humor to attract attention, while educational and value-driven videos help demonstrate his automotive knowledge. He said social media has generated actual vehicle sales, including an appointment with a customer who wanted to order a new Porsche 911 after finding him on TikTok. He advises salespeople to stay consistent and avoid getting discouraged if their content doesn’t immediately go viral, especially since a video with a relatively small audience can reach a local shopper who is ready to buy.
For dealerships, Tomsa’s experience also shows the importance of supporting employees who build personal brands while setting clear content boundaries. He said Motor Works’ ownership has supported his creative work, as long as it doesn’t embarrass the dealership or misrepresent the company or the brands he represents.
