Why Dealers Should Allow Salespeople to be on Social Media

I recently had the opportunity to be on Auto Dealer Live with a few other auto sales professionals and was asked to talk about allowing salespeople on social media.  There are many reasons why not only dealers should allow sales professionals to be on social media, but to ENCOURAGE it.  Here are just a few:

1. It’s not going away.  Just like the internet 20 years ago, social media is only going to get more and more popular as time progresses.  I personally predict that in 5-10 years, all dealers will accept social media as a form of prospecting on the same comfort level they see sales professionals mailing letters and passing out business cards everywhere.
2. You can build genuine relationships with clients.  I am friends with many of my clients on Facebook,  Twitter, Linkedin, and Instagram.  Instead of calling every 3-6 months asking how they are doing, how about congratulating them on a new job promotion on Linkedin, like a picture of their new baby on Instagram, replying to a comment on Twitter they made or liking a post they did on Facebook talking about a hobby they are passionate about?  You have a REAL opportunity to engage GENUINELY with your clients using these mediums that would be harder for you to do by not using social media.
3. The clients get to know you as well.  We all know that when we go into this business, we have to accept the negative stigma of a car sales professional.  By allowing clients to follow you on different social media platforms, they can see you as a human being and not somebody that is out to take advantage of them.
4. A salesperson can build credibility easily.  Salespeople can develop a large following by having videos online that answers the most common questions about vehicles that potential clients have.  I can personally attest to getting calls (and selling clients) because of videos that I posted on YouTube.