What would happen to the car sales industry if it changed it's focus to begin marketing with the sales representatives, rather than the dealership? According to Auto Alliance, in 2015 there were 1.65 million Americans working at car dealerships. Just think of the the untapped resource of marketing individual salespeople as well as the dealerships.
The majority of time customers spend during the car buying process is with their salesperson, and 71% of customers say they bought their vehicle because they liked, trusted and respected their salesperson, according to Jeff Kershner of Dealer Refresh. Now imagine fostering those relationships before the customers even walk on the lot.
With a personal website, regular blogging, emailing, and social media integration a salesperson can do just that. It is a win for the dealership too, as all leads and sales through their reps ultimately come to them. Failure to encourage and help their salespeople to do so means the dealer is not maximizing their advertising dollars. Remember, buying a car is one of the most expensive and personal purchases that people make, so focusing on building a rapport between a customer and their salesperson is really a no-brainer. Why do you think most dealers don't embrace this potential?
