I love dealership sales meetings. I’ve been there both as a salesperson and I’ve led them as a sales manager. While we’re all not part of the “Coffee is for Closers” mentality, these meetings are meant to train, motivate and create enthusiasm.
This week I was asked to sit in a client’s sales meeting to talk about the power of video customer testimonials. It’s a new concept for the sales floor and I’m always happy to show how cool it is to have your customer on tape saying you ‘rock’. During the meeting, the subject of Facebook came up. A few months earlier we facilitated a Facebook page for the store and the sales managers are loving it. They’re excited and enthusiastic about it. Why? Because they’ve sold cars through it.
These sales managers are advocates of Facebook because between them they’ve sold 18 cars. This was done through their networks and having friends who knew they worked in the car business. At dealerships, we’ve known for years that word-of-mouth referrals are the best because they have the highest closing percentage. The sales managers simply used Facebook to amp-up their word-of-mouth campaigns.
Even though some of the guys and gals in the room were skeptical, hard numbers don’t lie. The sales people caught the enthusiasm and are pretty motivated now. They’re starting to jump in with questions about what to do, how to build a network and what content they need to create buzz for themselves. As the saying goes: ABC–Always Be Closing. With a Facebook profile and a little creativity, that’s how it’s done, my friends.