Are You Using Your Dealership Talent to Boost Your Brand?


Mar­ket Your “Brand Within a Brand” With Employee Reviews

Deal­er­ship employ­ees can and should play a huge role in brand­ing. As a deal­er­ship your sales team mem­bers are your brands within your brand. How well are you mar­ket­ing your brands to assure that you get a shot at every sale?

What You Need to Know to Har­ness Employee Impact in the Sales Process:

  • Along with your web pres­ence and mar­ket­ing mate­ri­als, your employ­ees can dra­mat­i­cally impact your brand messaging.
  • Your sales peo­ple are your rep­re­sen­ta­tives and have a huge impact on the cus­tomer experience.
  • When your employ­ees share your under­stand­ing, they help you grow; when they don’t, they dam­age your credibility.
  • Con­sumers do a sur­pris­ing amount of research before mak­ing a vehi­cle pur­chase. Would it sur­prise you to know that they now research the sales team mem­ber that they want to work with before com­ing into your dealership.
  • For a deal­er­ship to be truly com­pet­i­tive in the research phase of the buy­ing cycle and improve its lead-to-appointment ratio, the salesperson’s online greet­ing needs to be as pol­ished as their lot greeting.

Effec­tive Mar­ket­ing Action­ables for Dealer Man­agers to Work on Today:

  • Pro­fes­sional Pic­tures: Ensure that staff page pic­tures on your dealer web­site as well as employee-specific review pages on third-party review sites are pro­fes­sional, clear images and that each includes a phone number.
  • Strong Bios: Encour­age your staff to sell them­selves in the bio sec­tion of your staff direc­tory page and link prospects to their infor­ma­tion. Make it light, fun and engag­ing. Video is a ter­rific medium for an intro­duc­tion. If you don’t have a bio, you don’t have a brand.
  • Each employee should dig­i­tize their “Why Buy Book” or “Evi­dence Man­ual” and use it to win the appoint­ment AND the sale.
  • Make your employ­ees stand out from oth­ers: Spe­cific points of per­son­al­ity or inter­est that make the employee stand out can make a huge dif­fer­ence. What makes this sales per­son some­one the prospec­tive buyer wants to work with?
  • Link to 3rd party reviews:  What have pre­vi­ous cus­tomers said about work­ing with the employee? What will prospects find when they Google the employee’s name?

Ryan Leslie, Direc­tor of Dealer Rep­u­ta­tion Strat­egy at Deal­er­, offer­ing deal­ers employee-specific review pages that serve as the dig­i­tal age equiv­a­lent of an “Evi­dence Man­ual.” Ryan can be reached at For more infor­ma­tion on how to raise your online rep­u­ta­tion, visit our web­site today!