Amazing things can happen when you know the right people, and getting out of your comfort zone allows you to network better to make those important connections. On today’s show, Jim Fitzpatrick speaks with David Burkus, best-selling author, speaker, and leadership expert to discuss using networking and personal marketing at your dealership to boost sales.
Jim first asks why networking is important when trying to grow your customer base. David’s answer is simple, he says, “The truth is, especially in a sales business right, who your current customers are and who they can refer you to is the lifeblood of your business.”
You can invest in various marketing techniques to bring people in, however, it’s through the network of existing customers and their friends and family, that will really fuel your business.
So, how do you make a connection with someone without coming off as aggressive? Statistically, the number of people you meet that know someone in the market for a car is a whole lot bigger than the number of people that just happens to be in that buying stage. Jumping right into the sales pitch is where that perception of aggression comes in.
So, it’s really about getting to know a broad number of people and looking out for the customers who will think of their friend or family member, that is looking for a car. Then, they can get referred to you. The sale typically comes from the friend of a friend, not the direct contact. Reach out to customers through social media a couple of times in little small non-aggressive ways to stay on their radar.
Usually, people think their network is really small because they’re only thinking of their immediate contacts, and are ignoring their ‘dormant ties’. Dormant ties are the people we know but haven’t talked to in a while. That’s those most fertile ground to get started in. That’s where you will find referrals, leads, and new information.
In David’s latest book, A Friend of a Friend, he highlights the modern shift in networking strategy. Dealers tend to think of a network as a list of contacts, but your customers are embedded into a much larger network. This where the dealer’s focus should lay.
You can purchase David’s new book, A Friend of a Friend today right here.