How To Sell More Cars Using Social Media Direct Messaging

Statistical Facts On Follow Up and Engagements:

Emails Have Approximately a 2-4% Read-Open Rate

Many automotive sales professionals like to focus on outbound emails.  However, did you know that emails have a 2 – 4% read-open rate?  That means that out of 100 outbound emails, about 2-4 people will actually open the email. That doesn’t necessarily mean they will actually read it, click anything or do anything. It just simply means that they will open the email.

Outbound Phone Calls Connection Ratio is About 8-10%. 

Phone calls are always a great way to attempt to contact a customer.  However, did you know that outbound phone calls only have a 8-10% connection rate?  That means if you make 100 outbound calls each day, you will only have 8-10 conversations. By the way, our clients do a minimum of 120-130 calls per day! 

The Average Prospect Is Reaching Out To 9 – 11 Other Dealerships. 

Prospective customers are spending more time than they ever have online. Did you know that the average prospect is reaching out to 9-11 other dealerships.  But keep in mind, it is not just dealerships. Prospects also reach out to other websites, third party lead source providers, and other automotive sources. This is before they ever step foot onto a lot. This is also well before they commit to working with one particular dealership or sales consultant.

With all of this in mind, you need to assume you are NOT the ONLY person or dealership to receive that internet purchase request. You have to assume that there are at least 9 competitors  Whether they are nine other car salesmen or dealerships, you have competition. That competition has the same opportunity.  More importantly, they are following up with the same traditional ways: emails, calls, and texts.

Using Social Media to Sell More Cars: DMing Increases Engagements & Sales

You do not want to be a hamster on the wheel, just randomly calling, emailing or texting prospects. Just to get very little engagement and conversation. It is simply not the best way to optimize time and resources. It also is not the best strategy to sell more appointments and more car sales. 

The name of the game is conversations & engagements. You need to escalate as quickly as possible to a conversation or an engagement with a prospect. There is a direct correlation between engagement and closing ratio. The faster you actually engage with a prospect, the higher the closing ratio!Â

The Problem With Texting

The Telephone Consumer Protection Act 

Yes, text messaging is very good, but you have to be compliant. The FCC has created the rules of engagement called the Telephone Consumer Protection Act (TCPA) guidelines.

You have to make sure that you are following the TCPA rules or you can put your dealership at risk.  Each violation is $1,500 per infraction! There have been many dealerships and dealer groups that have been penalized and even fined millions of dollars!  

The Bottom Line About Follow Up

Dealers and car people follow up with prospects and clients through email, phone calls and text messaging. The problem is, email and phone calls have such low levels of connections. And texting is very serious, with strict state and federal compliance guidelines. Believe it or not, but a lot of dealers and automotive sales consultants do not utilize texting.

Think of it this way, following up with prospects is already congested. The average prospect has 9 – 11 dealers and car people following up with them. That means the average prospect has 9 – 11 people calling, texting, and emailing them.  Do you want to be just another one of the 9 – 11 people, or do you want to be different and stand out?

Social Media DMing: Improve Engagements & Sell More Cars To Younger Generations

Social Media Direct Messaging Will Give You A Competitive Advantage

Dealers need to create and implement additional strategies to follow up and engage with their prospects. For example, with Millennials and Gen Zs rising into the market, we need to communicate with them on their preferred method of communication. That very well may be their Instagram DMs. 

This is one of the reasons why social media direct messaging is such a powerful and unique strategy. It will give any dealership and/or automotive sales professional an unfair competitive advantage. 

Social Media is the #1 Form of Communication & Will Help You Sell More Cars

Social media is the #1 form of communication on the planet! Almost everyone has a smartphone. Additionally, just about everyone who has a smartphone will likely have some form of social media. 

Social media platforms vary, and each generation has their favorites. Unlike text messaging, there are no FCC or TCPA rules for DMing prospects. It is like the Wild, Wild West! If all of your competitors are emailing, calling and text messaging a prospect, but you are the only one utilizing social media, you will have the upper hand.

Do Not Rely Solely On Social Media

Social media direct messaging is the best form of communication. However, to be clear, that does not mean to discontinue the traditional forms of follow up. You should continue to utilize emails, phone calls and text messages. The point is that you should also incorporate social media and the power of direct messaging.

Automotive CRM’s Help You Sell More Cars Using Social Media

Social media isn’t going anywhere, and automotive CRM’s know that.  This is the reason why they have integration with Facebook.  Vinsolutions, for example, integrates with Facebook Messenger and Facebook Logs. They, too, realize the importance and power of social media as a communication tool, not just as a marketing resource.

CRM integration with social media will streamline the follow up process.  Additionally, it will keep all of the follow up information for that customer in one place.  This is especially important because if it is not in the CRM, then it didn’t happen.  

If your CRM does not offer any social media integration, it could be a problem.  Not only would you be missing out on the #1 form of communication, but your competitors will also have an advantage over you!  Especially if they use the power of social media to communicate with their leads and customers.

The Official Dealer Synergy Follow Up Protocol Designed To Sell More Cars

Automated Email Templates

Dealer Synergy’s automated email templates don’t suck. They are professionally written and are pretty awesome! Additionally, they have been A/B tested over the past 17 years and have proven to create engagements and conversions.

There are many different ways to format automated email templates. Some will be in plain text and others will be HTML. However, one difference with Dealer Synergy’s automated email templates is the incorporation of video. We are big fans of BombBomb and use them to integrate video and email communications.

Outbound Phone Calls

Outbound phone calls is the next form of communication in t Dealer Synergy follow up protocol. However, we never encourage anyone to call blindly. Dealer Synergy has a full, very strategic outbound phone script; complete with objections and rebuttals. In addition to the outbound script, we also have a variety of voicemail scripts.  Every phone call should have a plan and a purpose.

Text Messaging

Text messaging is a great way to communicate with your prospects and customers. However, they have to opt in to receive text communications. You cant text your leads without their permission. When you do have permission, we have a 20 second rule. If the prospect does not respond within 20 seconds, you should then turn to social media.

Social Media Direct Messaging

The last form of communication in the Dealer Synergy follow up protocol is social media direct messaging. Whether you use Facebook, Instagram, LinkedIn, WhatsApp, Twitter or any other social platform, this step is crucial. You must communicate with prospects where they are comfortable and where they prefer to communicate.

Dealer Synergy’s Follow Up Process Works

Yes, Dealer Synergy clients follow this process for every single prospect. Not only do they utilize email, phone calls and text messages, but they attempt to communicate on social media.  With every single prospect! This is one of the many reasons why Dealer Synergy’s clients sell more cars. They sell more cars using social media.

Conclusion: Sell More Cars On Social Media Through DMs

In conclusion, I encourage everyone to use social media direct messaging to engage with your prospects. You can and will sell more cars on social media because this is where all of your prospects are. More importantly, your competition is not. This will give you an unfair competitive advantage.

Resources To Help You Sell More Cars On Social Media

Sell More Cars with Automotive Sales Training

Dealer Synergy: The Automotive Industry’s #1 Training, Consulting, & Accountability Firm. Additionally, Bradley On Demand is the Automotive Industry’s #1 Training, Tracking, Testing, and Certification Platform.

Sell More Cars with Automotive Sales Support

The Millionaire Car Salesman Podcast: is the #1 Resource for Automotive Sales Professionals, Managers, and Owners.  Also, be sure to join  The Millionaire Car Salesman Facebook Group today!

Sell More Cars with Automotive Sales Mentoring

Lastly, join The Millionaire Car Salesman Club: on Clubhouse

The Against All Odds Radio Show: Hosting guests that have started from the bottom, and against all odds, rose to the top.  Also join The Against All Odds Radio Show Guests & Listeners Facebook Group for the podcasted episodes.

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