I have been on several auto dealership interviews over the past two weeks. This is what I have learned about how the dealerships feel about social media marketing.

Every one of the dealerships was fascinated by the subject but they have no idea how to handle social media or how to train the staff on the basics of social media marketing.

They asked me questions like this: Why are we doing terrible with our dealership social media? Why is this sales person doing better than the dealerships? Why is this person posting regularly but getting no traffic?

They want sales staff to educate them selves, on their own, on this subject. Yet they have training classes every morning on how to sell cars the old school way.

Many of them want their sales people to get on social media, but dealership after dealership had a bunch of sales staff waiting for an up outside or the sales staff was buried in the BDC calling old leads with a less than 1% close rate.

They have no accountability to check on every new post every day. Some of the posts were garbage and some were spectacular. The sales staff must be trained on this new way to generate leads.

A sales staff at two dealerships in San Antonio TX who generated over 800+ posts, videos, and reels in the first month of traing. These two dealerships werw reaching a whole new group of people than they had ever reached before. This dealership said they were spending around $500 in advertising per sale. Yet they would not pay the sales person extra if they generated that sale with their own social media marketing. The cost per social media sales to the dealership = $0

Every dealership that I talked to about this was very interested in social media marketing for the sales staff. Yet they did not want to train them, make them accountable or pay them extra for these leads, appointments and sales.

The average salesperson who is active on social media will sell 3–8 extra units each month. Many typical sales staff can do this with a little social media training.

The top salespeople can sell 20 to 30+ extra units a month like Russ Flips Whips here is How He Sold 31 Cars In One Month. 

The elite influencers can sell 50–120+ units per month from their personal brand Like Frank Crinite who Sells 120+ Cars A Month.

How is it at your dealership? Do they train the sales staff to do social media marketing? Do they hold them accountable? Do they pay them extra for leads, appointments or sales from their own marketing? Questions? Contact Vincent Hoss