Are You Marketing the Brands within Your Brand?


By Ryan Leslie

See How to Mar­ket Your Deal­er­ship Brand by Mar­ket­ing Your Employ­ees

Most of us have a pret­ty good under­stand­ing of the impor­tance of brand­ing. We want the pub­lic to have a clear sense of who we are and what we offer because we know the impact this can have on our sales and growth—but have you thought about your employ­ees?

The fact is, along with your web pres­ence and mar­ket­ing mate­ri­als, your employ­ees can dra­mat­i­cal­ly impact your brand mes­sag­ing. Your sales peo­ple, for exam­ple, are your rep­re­sen­ta­tives and have a huge impact on the cus­tomer expe­ri­ence. So when your employ­ees share your under­stand­ing, they help you grow; when they don’t, they dam­age your cred­i­bil­i­ty.

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?

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.

Here are a cou­ple thoughts to help effec­tive­ly mar­ket your brands with­in your brand:  

• Pro­fes­sion­al Pic­tures: Ensure that staff page pic­tures on your deal­er web site as well as employ­ee-spe­cif­ic review pages on third-par­ty review sites like Deal­er­Rater 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.

• Stand out from oth­ers: Spe­cif­ic points of per­son­al­i­ty or inter­est that make the employ­ee stand out can make a huge dif­fer­ence: Does the employ­ee speak 3 lan­guages? Do they ral­ly race the same mod­els the deal­er­ship sells on the week­ends? Do they per­son­al­ly own the mod­el the cus­tomer is inter­est­ed in buy­ing? What makes this sales per­son dif­fer­ent that should make the prospec­tive buy­er want to work with them? Each employ­ee should make the effort to tell their own unique sto­ry.

• 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? Each employ­ee should dig­i­tize their “Why Buy Book” or “Evi­dence Man­u­al” and use it to win the appoint­ment AND the sale. Some third-par­ty review sites such as Deal­er­Rater offer deal­ers employ­ee-spe­cif­ic review pages that serve as the dig­i­tal age equiv­a­lent of an “Evi­dence Man­u­al.” A cus­tomer can buy from a lot of sales peo­ple; the sales­per­son must con­vince them that they are bet­ter than the rest of the pack. In employ­ee email sig­na­tures or staff pages on your deal­er web­site, be sure to include links to employ­ee-spe­cif­ic reviews on third-par­ty review sites.

For a great exam­ple of this con­cept in action from a store that is north of the Bor­der, click on any of their sales team mem­bers on their Deal­er­Rater Page:

Ryan Leslie is Cor­po­rate Ambas­sador at Deal­er­Rater and can be con­tact­ed at



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