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!





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