Her unconventional approach to sales has riled some co-workers. But her boss, dealership co-owner Jeff Kayser, says he wishes he had "10 more people like her. It may not be the way we want to sell cars, but it's going to be the wave of the future.
Indeed, Kayser has tweaked his store's rules to accommodate Mad-ison and now hopes to reshape the dealership to mimic her marketing approach. Madison, a vivacious, 5-footinch, outdoorsy blonde who speaks in rapid-fire sentences, uses unorthodox techniques to build referrals, mainly by tapping social media such as Facebook, Twitter, You-Tube and Pinterest.
About every 60 to 90 days, Madison makes a sale from someone who saw her car, she says.
She writes blogs, posts dealership news, offers tips for test driving and how to achieve good gas mileage and supplies product information, including up-to-date video walk-arounds of new vehicles. Updating her site is a more productive use of her time than, say, brushing snow off cars, Madison says. The site gets about unique hits a day and leads to possible future sales for her.
If a customer goes to the dealership's Web site, toyotaofbozeman.
How to market a car dealership with Facebook ads to sell more cars -
So that's a lead I would lose. She regularly sends notes to her customers saying things like "It's your car's birthday," Madison says. She aims to have her nearly customers hear from her every 60 days and starts addressing Christmas cards in October. It's been really hard," especially "if you're an old-school car guy.
When Madison started in , the store averaged new and used cars a month. This year it will average more than , he says. Madison sells about 20 cars a month, up from 12 when she started three years ago, and Kayser predicts she'll top 30 a month soon.
5 Ways to Sell More Cars on Social Media
In , Toyota of Bozeman ranked fifth in customer satisfaction for sales and sixth in sales retention among the 74 Toyota stores in the region, a Toyota spokeswoman says. In , before Madison arrived, Kayser says, "we were never close to that. We were always in the middle of the pack. Those that try can't keep up.
Already, he has lessened security to allow Madison access to social-media sites during work hours, agreed to let the sales staff set their own schedules and hired a delivery coordinator to handle car deliveries, taking that task off salespeople's shoulders. In late June, the dealership formed a focus group of 12 hand-picked employees from across the company to figure out how to adopt more of Madison's marketing techniques.
Kayser wants Madison to train his staff on self-promotion marketing. The store already has a business development center. Social media is a great way to use the Internet to sell more cars. While you won't be directly selling online, what you'll be doing is creating community around your business, keeping in touch with customers, and generating word-of-mouth referrals.
In this book I'll be focusing on Twitter and Facebook, two of the most popular.
I've included two simple plans that you can use at your auto dealership to set-up, manage and create buzz on these two social networks. Read more Read less. Kindle Cloud Reader Read instantly in your browser.
How Can Social Media Help Me Sell More Cars?
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