Car dealers go social

Thursday, 01 September 2011 14:10

Q: How many car salesmen does it take to change a light bulb?

A: I am going to work this out on my calculator and I think you will be pleasantly surprised!

Car dealers do not enjoy the best reputation. A quick search on the internet turns up an abundance of uncomplimentary comments from shoppers that have dealt with the more unscrupulous dealers. Contrary to popular belief there are car salesmen out there that act like professionals but you may struggle to find them if they are not making themselves known.

In this day and age there are new tools for selling. The internet has been around for a while and as well as a great source for information and entertainment it is also a great place for shopping. And car dealers are catching up.

A recent report by Jefferson Graham in USA Today explains how many car sales now originate from the web; customers can research the vehicles and contact the dealer to ask their initial questions and all from the comfort of their sofa. Customers are now less likely to drop into a dealership without having done their homework.

Graham goes onto discuss how car dealers in the USA are taking this a step further by also delivering deals and promotions online and ultimately building up a fan base for their brand. Car dealers no longer rely on the traditional methods such as balloons outside the dealership to pull in the customers. Instead they can reach clients through sites like Facebook.

To find a reputable dealer, customers may once have relied on recommendations from a friend, or a friend of a friend but now they can get a whole world of advice from the internet. According to statistics compiled by Socialnomics only 14% of consumers trust advertisements whilst 90% trust peer recommendations. This is the power of social media marketing.

Tempting offers and balloons aside the sales team needs to be professional. If a car dealer has a good reputation then the customers are more likely to set foot onto the forecourt. Going social online and building up a fan base is currently one of the best ways to promote this. Sales work will always be tough but some people may still ‘like’ it. By Anna Livesey

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