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Social Selling: What is it and what are the benefits for automotive dealers?

If your dealership is not using social selling, it is time to start.

Car dealerships have always been good at selling cars. But in recent years, how people buy cars has changed dramatically. So it shouldn’t be a surprise to you to hear more and more people are using social media to research and purchase vehicles. This shift has created a new opportunity for car dealerships: social selling.

But what is social selling? Simply put, it’s using social media to build relationships, develop referrals, get leads and sell products or services. For example, in the context of a car dealership, dealerships can use social selling to connect with potential customers, share information about vehicles, and ultimately drive sales.

Since communicating with your customers through social media is here to stay, your dealership needs to be as successful with online relationships as in person. So, let’s look at why social selling should matter to you.

Increases your car dealership’s customer base

There are many reasons why social selling matters for car dealerships. First, it allows dealerships to reach a wider audience. With over 302 million active social media users in the US and an expected increase to 327.22 million by 2027, automotive dealers can get a vast potential customer base through social selling.

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For example, a recent study found that 95% of car buyers use digital when researching a vehicle purchase. This means that if a dealership is not using social media to sell cars, it misses out on a critical opportunity to reach potential customers.

Social selling allows you to build relationships with potential customers. Your salespeople can be available for advice on live blog chats, expert advice sites, and vehicle walk-around videos on your site or YouTube. There are many avenues where you can connect with customers and get to know them better while making them more likely to buy from you.

Social selling provides value

Social selling allows you to provide value to potential customers before they even make a purchase. For social selling, a top salesperson will need to have these five qualities, according to Salesforce:

  1. Empathy
  2. Fluency in Data gathering and analysis
  3. Customer knowledge and research abilities
  4. A consistent virtual presence
  5. Ability to build relationships

The best car dealerships and salespeople will use those skills to understand the customer’s needs and adapt the sales process to meet them. You’ll then be able to provide meaningful, helpful, and targeted content.

By sharing helpful content and engaging with them in meaningful conversations, you can establish yourself as a trusted source of information and an expert in your field. This can make potential customers more likely to do business with you when they’re ready to buy.

Dealership social selling is cost-effective

Social selling is a cost-effective way to sell cars since you can create and maintain a presence on social media platforms for little to no cost. Traditional marketing methods, such as TV and print advertising, can be expensive. On the other hand, social media is relatively inexpensive and provides a quick way to connect with potential customers.

Increased closing rates

Social selling can help you close more sales and boost your bottom line. By building relationships with potential customers and providing value before they buy, you can increase the chances that they’ll do business with you when they’re ready to purchase.

If your car dealership is not using social selling, it is time to start. By leveraging the power of social media, you can reach a wider audience, sell more cars, and do so cost-effectively.

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Steve Mitchell
Steve Mitchell
Steve Mitchell is a contributing writer and reporter for CBT News. He earned bachelor's degrees in Marketing and Television from the University of Texas in Austin and a Masters of Theology study from Dallas Theological Seminary in Dallas. His passion for automobiles lead him to become a creative director for automotive marketing ad agency. Most recently, he was the manager of interactive marketing for Mitsubishi Motors, NA.

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