Fairly new to car sales, and could use some advice in prospecting

Hello!

My name is Tyler and I'm new in the car business. I've done TONS of online research to help me out. I Some advice I found is to get involved in a car salesman forum. Trying to find the most active one led me here.

I've been selling cars for 5 months now. At this point, I'm very good at selling cars. I've already risen to one of the top salesman, but it's summer and I'm completely reliant on foot traffic. We were busy three months - I did awesome. We we're slow two months - I did awful. 

I know it's something that comes with time, I haven't really established myself yet. So I'm trying to get a leg up on referrals and prospecting. I ask for referrals from all my sales and ask them to help get my name out there, make sure they had a great experience, etc. I haven't gotten any referrals through this method or anyone coming specifically to see me.

My prospecting consists of calling Orphan Owners and Sub-primes. I have found this pretty ineffective, and I have yet to get an appointment using this method.

I also have a facebook account that I'm very active one. Here it is: https://www.facebook.com/tylerjoleson.

I have had some little success in people contacting me via Facebook, just a few and haven't gotten appointments out of it yet. So my question becomes: What can I do to effectively generate my own leads? What's the best way to use Facebook to get responses and get my name out there?

I appreciate any advice I can get, thank you!

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Permalink Reply by Clare Vossen on August 17, 2016 at 11:53am

I've been doing this for a month and a half and I've never done it before. I surprised myself when I sold 9 my first month and at the moment at the halfway point in August I have 5.5. I rely COMPLETELY on new traffic. However, I've been giving four to five of my business cards to those customers who did purchase from me (there's also an incentive for them) and my newest customer lives in an area that has good prospecting (golf community).

I'm planning to join a club in the city that was created for networking. It's a bit pricey right now but I believe the outcome will be more than worth it.

One of the other salespeople here picked up the customers from someone who left. He started here two years ago and BECAUSE he called those customers, he had a very successful year - his first year with us. 

My FIL (father in law) has been in the business for 20+ years. His rolodex is huge. Just keep at it, he tells me, and it will all come.

That's all I can tell you...me being more rookie than you... I hope it helps.

Permalink Reply by Steve Stauning on August 18, 2016 at 1:23pm

Hi Tyler,

Facebook marketing for individual car salespeople is hit and miss. A lot of effort for most, with only a few making a living from it. That said, you should look at doing Facebook live videos every morning of anything that is really special on your lot. You have someone else hold your phone and you broadcast every day from the lot or showroom. You make sure they ask for you and you give your number out. (You may also have to share the exposure with your camera person.) 

To help with your Orphan Owner efforts, you might find value in this free video training series: http://stevestauning.com/how-to-set-and-sell-owner-marketing-appoin... 

I certainly wouldn't give up the Orphan efforts while also prospecting elsewhere, as I know dozens of salespeople who are selling more than 30 vehicles a month to Orphans using the right talk tracks and ensuring the appointment is a VIP experience. 

Finally, if no one is working your service drive in the AM, speak with your manager about offering free appraisals to customers waiting for service. You'll want to look for those prospects who are near or in-equity, and give special attention to anyone facing a large customer-pay RO. 

Good selling,

Steve

Permalink Reply by JB Floyd on August 22, 2016 at 9:04am
Permalink Reply by DealerELITE on August 22, 2016 at 9:06am
Tyler our dE members are here to support your knowledge and growth
Permalink Reply by steven chessin on August 22, 2016 at 12:38pm

I have seen some salesmen get medals for doing  things ( such as having their own websites ) that gets them fired at other stores.What one calls a competitive-edge another calls unfair. Proceed with caution. This is especially true with big groups. I was at a group that did not allow social media or Youtube because they insisted upon controlling all content. So my suggestion would be to do some research - including here as a start -  to find vendors that specialize in loyalty - prospecting - or unconventional lead-generation software. Offer to take ownership of one. The CRMs generally have un-utilized functions intended for marketing departments. Prospecting is marketing.

Permalink Reply by Jim Boldebook on August 22, 2016 at 1:13pm

Tyler, the advice posted so far is pretty good.   If I could offer one thought after working with and being friends with some of the best most productive, long term salespeople in the auto business it would be this.   Be proud of what you do and tell every single person you meet about what you do and ask for their business and referrals.  Always have plenty of business cards on you and don't be shy about handing them out.  Never miss an opportunity to talk about the great deals you're making and remember at least one out of every 5 people you come in contact with is probably going to do some kind of deal in the next 12 months.  Talk about how great it is to work at your dealership on your facebook and social page.  Be the 'car guy' who people call for advice on buying, leasing, trading.  Give your cell phone number out to customers.  I've sold cars for some of my salespeople friends by just giving out there name and number to people I meet at the grocery store on a plane in a line at the movies.  Everyone wants a 'friend' in the car business...someone they can trust.  Be that person. 

Permalink Reply by Jonathan Dawson on August 22, 2016 at 9:36pm

Become Googleable so you rank on the 1st page of a Google search. This is rather easy to do and can be accomplished within a week with a unique and personally branded #hashtag.

Also:

  • Get Reviews from every sale
  • Build a YouTube channel
  • Get a minimum of 25 referral leads per sale
  • 1) Ask for the list
  • 2) Creating the video endorsement
  • 3) Sending the video
  • Build a Facebook audience:
  • 1) Build your network
  • 2) Engage with them
  • 3) Market to them
Permalink Reply by Jonathan Dawson on August 23, 2016 at 1:38am

Here's more to my response:

What kind of marketing and prospecting strategies are you really looking for?

1) Personal branded Website
2) Social sites marketing

  • a) FB ads
  • b) FB Fan page
  • c) FB video marketing
  • d) FB search marketing
  • e) Instagram
  • f) Snapchat
  • g) Twitter
  • h) Live stream: Periscope, FB live
  • i) LinkedIn

3) Email marketing
4) Sales funnels
5) Splash pages
6) Drip campaigns
7) SMS marketing
8) Networking events
9) Speaking events
10) Preferred Business programs
11) Affiliate programs
12) Lead capture
13) Lead conversion
14) Video marketing
15) Referral generation
16) Follow up to sold customers
17) Service conversion
18) OEM lead handling
19) In-bound phone
20) Out-bound phone
21) Personal branding
22) Branded merchandise
23) YouTube marketing
24) Google ranking
25) Review capture & ranking

I could go on...

Which of these do you need the most help with?

For now... here's some answers that may give you hope.

"HOW CAN I GET MY NAME OUT MORE AND GENERATE MORE OPPORTUNITIES?"

Let me offer some counsel to grow your sales by 25%:

...

1) Learn to ask for referrals in a proactive way that gets you real-time workable leads. As an example, when you sell a car get a list of friends and family members that the customer thinks will like you if they were in the market.

Your list should be at least 20-50 names collected per sale. This list of cell phone numbers will be great for prospecting since according to NADA 65% of customers know someone in the market within 60 days from purchase.

Google: "Sellchology Referrals" to learn more.

2) Learn to build a compelling personal brand for your business. Building a personal brand is a way of separating yourself from everyone else in the market. It will make you unforgettable and remarkable.

The stronger your brand the more likely you are to get referrals and keep repeat customers coming back to you. A brand can be built based on an aspect of your personality, your professionalism, or some personal area of interest. Branding builds confidence in the consumer and establishes you as a unique choice.

Google: "Sellchology Branding" to learn more.

3) Learn to generate leads and opportunities through networking and community marketing. Prospecting and networking is a critical strength that every sales pro should develop. The goal is to get your name in front of hundreds and thousands of people every month.

Connecting through niche marketing allows you to build a business by creating a following of people who will celebrate you and not just tolerate you.

Google: "Sellchology Self Promotion"

4) Get inside the head and heart of your clients faster through Psychology and TLC (Think Like a Customer) selling. The faster you can get a client to connect with you emotionally and intellectually the faster you will sell them. This happens when you learn to introduce objections rather than overcoming them.

This happens when you speak from their perspective and use true empathy to sell. Empathy is the ability to see through the eyes of another. Once the client is convinced you understand them they will no longer resist you.

Google: "Sellchology Objections" to learn more.

If you want my personal help doing any of this, join my automotive only Facebook group: https://www.facebook.com/groups/SixFigureSalesStrategies

Once you are a member, use the search feature from a desktop and search "Prospecting" or "Facebook Marketing".

Permalink Reply by Mike Elliott on September 16, 2016 at 11:43am

Hi, Tyler.

For some good suggestions about prospecting, I suggest you google these sales trainers:

Mark Wayshak

Kendra Lee

They are not specifically in the automotive industry, but they have a lot of god advice posted, including some short videos.

Good luck.

Mike Elliott at Lower Dealer Cost

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