A third-generation dealer, Paul Sansone III has turned social media efforts into success, hitting more than 200 sales at Sansone Jr’s Keyport Kia in New Jersey.
Sansone III, who is referred to as PS3, and his sales manager, Billy Sherman, explained how they take a fun approach to using social media to generate leads during an appearance on Daily Dealer Live Monday.
Driving the news: Upon taking on the store, PS3 set the goal to sell 300 cars per month, with the motto, Road to 300, or #RT300. And immediately, he hired his wingman, Sherman, who shared his dedication to social media.
He partnered with an advertising and marketing agency, Social Butterfly.
PS3 wanted to make their social media advertising light and fun, as shown in a video inspired by MTV Cribs, inviting customers into the dealership.
“I just believe if you treat people well and have fun in the process of doing it, more people will come,” Sansone III said. “We’ve grown tremendously, and we’re the No. 8 Kia dealership in the eastern region right now. I think it’s a big part of it is social media, Google reviews and how we treat the customer.”
Zooming in: Sherman is the sales manager and generates excitement and hype for the dealership.
He brought a following to the dealership and appreciates the Sansones allowing him to be himself, which he describes as a bit “crazy and nutty.”
To illustrate the point, he smeared a bagel and cream cheese on his face in his first week in a post.
“I’ve been the boring Billy and get no views. I’m going to give the people what they want,” Sherman said.
ROI on efforts: Sherman quantifies how the social media campaigns work by the number of emails he’s received from people wanting to come in and buy a car.
He points out that with each post, you are building a relationship with the customer.
Also, he works with staff to get them comfortable on camera and offers incentives.
“We reward behaviors we’re looking for. We adjusted the pay plan,” Sherman said. “It’s so funny when you tell people their expectations are 15 videos or posts a month, how quickly everybody starts posting.”
Not all fun and games: Along with the social media, the dealership works each lead with customers getting a personalized welcome video, utilizing their CRM Drive Centric.
To get to 100% on the videos, salespeople have five minutes to work a lead, or it moves on to the next salesperson.
The dealership averaged 18.5 cars per salesperson last month.
Salespeople go through the store’s BDC training and boot camp to learn the culture and how to work leads.
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Bottom line: PS3 points out he is doubling down on the marketing and their style, bringing commercials in-house as they continue to grow.
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