Digital Dealer - August 2019 - 35

pushy or overbearing
people are off-putting, but
lack of assertiveness takes
things too far the other way.
When you've spent time
and effort cultivating connections and referrals, "the
ask" is the next step.
It's important to have
confidence in your abilities to make good on your
promises.
5. NO CURIOSITY

People like to talk about
themselves. In the networking-social selling environment, you must resist this
urge to talk about yourself.
In successful social selling,
you must develop curiosity.
Ask questions that will
help you understand people
and their needs. Curiosity
leads to uncovering areas
where you can serve better
and bring even more value.
6. TALKING MORE
THAN YOU LISTEN

People tend to share a lot
about themselves on social
media. There's a lot of value
in being a good listener.
"I'm endlessly surprised
by what new and useful
information I can gather just
by keeping my ears open. If
you aren't listening, you're
missing out." - Sir Richard
Branson.
7. NOT DOING YOUR
RESEARCH

You need to determine
who you'd like to meet and
devise a plan on how to
meet them.
Researching to 1) figure
out who your ideal customers are, and 2) what their
potential needs might be, is
a fantastic way to achieve
the social selling results
you're looking for. Buyers

will be pleasantly surprised
to hear you've done your
homework.
8. VERY LITTLE
INVESTMENT IN
RELATIONSHIPS

Relationships are like
muscles...the more they're
engaged, the stronger and
more valuable they become.
People often ask me
whether social selling is
a worthy investment. Is
having friends, fans, and
advocates who support you
worthy? Relationships are
today's currency.
9. OVER-PROMISE
& UNDER-DELIVER

Establishing and maintaining trust within your
network is crucial. Take the
approach of giving more
than you get. That's how to
build customer loyalty.
10. NO REGULAR
INTERACTIONS ON
SOCIAL NETWORKS

Treat your social network
just as well as you would
your real-life network. Take
the time to get to know
whom you're connected
with. There won't be a spark
with everyone, but most will
remember the effort you
made.
11. OVERLOOKING
CONNECTIONS AT
OTHER LEVELS

More often than not, the
most helpful people are not
the presidents of companies.
12. ABSENCE
OF AN EDITOR

Before you hit send on
any message, meme, video
or other content you share
on social, consider your
ultimate goal of referral and

lead generation.
I like to use the simple
Mindful Approach:
„ Is it true?
„ Is it kind?
„ Is it necessary?
„ Is it helpful?
„ Does it inspire?

13. DISCOUNTING THE
VALUE OF SECONDARY
CONTACTS

Your next great deal
could come from someone you helped achieve
their goal. Introducing
two contacts for a mutual
benefit may not seem like
much at the time but you
never know what fruit these
referrals might bear down
the road.
14. EXPECTING
SOMETHING IN RETURN

Harvey McKay, author of
one of my favorite books,
"Dig Your Well Before
You're Thirsty" says the
Golden Rule of networking is Don't Keep Score.
Reciprocity is a cornerstone
of networking, however,
keeping score is not.
No quid pro quo. Don't
shop for gratitude in your
phone calls or emails. Do
the favor because you
like and respect the other
person and honestly want
to help.
15. FAILING TO
KEEP IN TOUCH

With all that's available
on social media, you don't
have an excuse for not
keeping in touch. Publish
helpful content regularly,
engage with groups and
deliver value, and just say
"Hi, how're you doing" with
individuals and/or customers.
16. NOT TAKING THE

D I G I TA L D E A L E R . C O M

CONVERSATION OFFLINE

Social media is a great
way to establish that warm
connection with a prospect. But the ultimate goal
is to convert these digital
connections into real-life
customers.
Once you've established
a back-and-forth conversation with someone on social, it's easier to suggest
a phone call, text, or email
if you want to deliver more
info or set an appointment.
Think about it: an email
with a subject line referencing your Facebook
conversation will be more
likely to get opened. Now
it's up to you to make sure
your real-life persona is
just as great as your digital
one.
Your professional brand
is the reason buyers
choose you.
Don't damage your
social selling opportunities
by not getting to know
people. Leverage your
relationships by being first
to deliver value, and you'll
earn their business.
KATHI KRUSE is an
automotive social media
marketing expert, blogger,
speaker, coach, author, and
founder of Kruse Control
Inc. Born in the heart of Los
Angeles to a family of "car
people," Kathi's passion for
the car business spans a
30-year career managing
successful dealerships in
Southern California. Kathi
is the author of "Automotive
Social Business - How to
Captivate Your Customers,
Sell More Cars & Be Generally
Remarkable on Social Media."
EMAIL:
kk@krusecontrolinc.com

AUGUST 2019

35


http://www.DIGITALDEALER.COM

Digital Dealer - August 2019

Table of Contents for the Digital Edition of Digital Dealer - August 2019

Digital Dealer - August 2019
A Message from the Show Director
Generational Leadership
Leasing Is Now - Know the Maintenance Requirements or Else
What You Don't Know Can and Will Hurt You
The Customer Buy Center: A Better Way to Build Inventory
Level Up: Drive a Better Clicks-to-Bricks Connection
Interview with Titus-Will Toyota
Inside Digital Dealer 27
Reaching for High-Star Ratings
You Keep Talking, But Are Your Customers Listening?
16 Ways to Damage Your Professional Brand & Fail at Social Selling
Why Public Relations Is Essential for Your Dealership
Using Facebook to Jumpstart Your Loyalty and Retention Programs
‘Medium and Message’ Magic!
3 Simple Ways to Communicate Better with Your Customers and Increase Sales
The Push for Increased Fuel Economy Continues: How Can Fixed Ops Contribute?
Digital Dealer - August 2019 - Digital Dealer - August 2019
Digital Dealer - August 2019 - Cover2
Digital Dealer - August 2019 - 1
Digital Dealer - August 2019 - 2
Digital Dealer - August 2019 - 3
Digital Dealer - August 2019 - A Message from the Show Director
Digital Dealer - August 2019 - 5
Digital Dealer - August 2019 - Generational Leadership
Digital Dealer - August 2019 - 7
Digital Dealer - August 2019 - Leasing Is Now - Know the Maintenance Requirements or Else
Digital Dealer - August 2019 - 9
Digital Dealer - August 2019 - What You Don't Know Can and Will Hurt You
Digital Dealer - August 2019 - 11
Digital Dealer - August 2019 - 12
Digital Dealer - August 2019 - 13
Digital Dealer - August 2019 - The Customer Buy Center: A Better Way to Build Inventory
Digital Dealer - August 2019 - 15
Digital Dealer - August 2019 - Level Up: Drive a Better Clicks-to-Bricks Connection
Digital Dealer - August 2019 - 17
Digital Dealer - August 2019 - Interview with Titus-Will Toyota
Digital Dealer - August 2019 - 19
Digital Dealer - August 2019 - 20
Digital Dealer - August 2019 - 21
Digital Dealer - August 2019 - 22
Digital Dealer - August 2019 - 23
Digital Dealer - August 2019 - 24
Digital Dealer - August 2019 - 25
Digital Dealer - August 2019 - Inside Digital Dealer 27
Digital Dealer - August 2019 - 27
Digital Dealer - August 2019 - 28
Digital Dealer - August 2019 - 29
Digital Dealer - August 2019 - Reaching for High-Star Ratings
Digital Dealer - August 2019 - 31
Digital Dealer - August 2019 - You Keep Talking, But Are Your Customers Listening?
Digital Dealer - August 2019 - 33
Digital Dealer - August 2019 - 16 Ways to Damage Your Professional Brand & Fail at Social Selling
Digital Dealer - August 2019 - 35
Digital Dealer - August 2019 - Why Public Relations Is Essential for Your Dealership
Digital Dealer - August 2019 - 37
Digital Dealer - August 2019 - Using Facebook to Jumpstart Your Loyalty and Retention Programs
Digital Dealer - August 2019 - 39
Digital Dealer - August 2019 - ‘Medium and Message’ Magic!
Digital Dealer - August 2019 - 41
Digital Dealer - August 2019 - 3 Simple Ways to Communicate Better with Your Customers and Increase Sales
Digital Dealer - August 2019 - 43
Digital Dealer - August 2019 - 44
Digital Dealer - August 2019 - 45
Digital Dealer - August 2019 - The Push for Increased Fuel Economy Continues: How Can Fixed Ops Contribute?
Digital Dealer - August 2019 - 47
Digital Dealer - August 2019 - 48
Digital Dealer - August 2019 - Cover3
Digital Dealer - August 2019 - Cover4
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