Put Your Salepeople Where Your Customers Are

Transform Employees into Brand Ambassadors

Put Your

Salespeople

Where Your Customers Are

Reputation Revenue It pays to be recognizably unique!

© 2010 Reputation Revenue - All Rights Reserved.

@SayMyName2 www.reputationrevenue.com

Phone: (503) 303–4699 Email: [email protected]

#CarPeople

The Car People Coach 01


Renee StuartCertified Professional Coach

Bona fide Change Agent

Personal Brand Evangelist

I Love Car People

30 Years Auto Experience

Reputation Revenue It pays to be recognizably unique!@SayMyName2

www.reputationrevenue.com Phone: (503) 303–4699

Email: [email protected]

#CarPeople

The Dealer Knows Their Business Best! 02


DEALER: Everyday I ask myself the same 4 questions…

Customers: How can we drive more traffic and take excellent care of our customers?

Product: How can we acquire the best selec:on of inventory to offer our customer?

Talent: How can we support our team & help them experience success every day?

Loyalty: How can we engage our people so they want to stay long term?

PURPOSE

VISION

PASSION

VALUE




#CarPeople

OEM vs. Dealer vs. Employee 03


RESPONSIBILITY for making a positive impact on the Brand, Company & Customer

OEM: Brand Discovery, Target Audience, Market Analysis, Product Posi:oning, Crea:ve Adver:sing

Dealer: Unique Selling Proposi:on, Market Posi:oning, Community Involvement, Local Adver:sing Partners

Salesperson: Sell More Cars…




#CarPeople

Team Silos 04


Top 10%

Lone Wolf:Consistently sells the most number of units each month to maintain the top posi:on on the board.

Mid 70%

People Pleasers:OOen experiences the dreaded “W”-‐ Does everything they can to stay out the boTom. They will panic if they get close

Bottom 20%

Plans Lunch:Reminisces about the way is was “back in the day” before the economy crashed and ruined their life.




#CarPeople

Stop Expecting Start Sharing 05


NOW WHAT? WHAT NOW?




#CarPeople

Personal plus Corporate 06

Eliminate US vs. THEM

The Principle


When employees are clear about who they are and what makes them excep:onal, and they have been educated with an understanding of the corporate brand objec:ves, they can apply their unique skills and exper:se to ac:vate the corporate goals.

The most successful companies help employees understand their personal brands, and capitalize on the integra:on of these individual traits with the broader corporate objec:ves.




#CarPeople

Consistent Brands Don’t Hire Conformist 07


DEALER

OEMEMPLOYEE

Prospect Owner

Audien

ce

PERSONAL PRODUCT

BUSINESS

BRAND STORY

BRAND STORY

BRAND STORY




#CarPeople

BrandAc:vate Talent

Include

The Brand Ambassador Philosophy 08


Vibrant




#CarPeople

Put Your Salespeople Where Your Customers Are 09


WHYWHATWHEREHOW

WHEN

Brand Ambassador Program?

Brand Ambassadors Accomplish >

Brand Ambassadors Share >

Brand Ambassadors Help >

Brand Ambassadors Take Ac:on >

BenefitsGoals

NetworksProcess

PlanBrand Ambassador: Predominantly known as a posi:ve spokesperson appointed as an internal or external agent to boost product/service sales and create brand awareness..




#CarPeople

The Benefits: Brand Ambassador Program 10


Brand Awareness

Reach millions of addi:onal conversa:ons on social media

Employee Loyalty

Iden:fiable contributors to the company’s overall success

Product Experts

Mo:vated brand advocates that your customers trust

Be A Social CompanyThe company culture needs to reflect and support the goals of the brand ambassador program. The company will need to be inherently social and rid itself of any social media taboos that may exist in the workplace. Social advocacy programs need to become part of the work life. Managers should not expect employees to only par:cipate in their free :me.




#CarPeople

Set Common ‘Goals’ With Your People 11


Transparency

Loyalty

Engaged Employees

Vehicle Acquisi:on

More Leads




#CarPeople

Social Networks 12


Professional: Meetups, Masterminds, Associa:ons, etc.

Personal: Sports, Coach, Scouts, Arts, Music, Dance, etc.

Community: Volunteer, Board Members, Fundraisers, etc.

Do what you LOVE in the service of people who LOVE what you do! ~Extreme Leader Credo

Employee Interests




#CarPeople

The Responsibility Formula 13


Talent DevelopmentEducate Team: What does

the company stand for.

Professional PositioningLikable Expert: Discover

Your Best Professional Self

Educational MarketingShare informa:on to support

your CoBranding efforts

Co-Branded TeamworkCul:vate a workforce that

shares the company core values




#CarPeople

Action is the Reward! 14


New Audience

More Trusted

SM Intelligence Community

Leadership

Lower Risk




#CarPeople

Brand Reach on Social Networks 15


Youtube 29 subscribers

VIDEO

Website 250 Visits

BLOG

Facebook 804 Friends

UPDATES

Instagram 467 Followers

PHOTO’s

TwiUer 1901 Followers

LINKS




#CarPeople

Case Study 16


Mike Correra Sales Manager at Raceway Ford

Muscle Cars Passion since he was a child

Photos Had a habit of taking photo’s of cool cars




#CarPeople

Evidence Manual 17





Case Study 18


Kevin McCarthy Internet Sales at Mike Toler Jeep, Chrysler, Dodge, Ram

Jeep Guy He drives a Jeep. His wife drives a Jeep. Daughter has an electric Jeep. Dog named Wrangler

Video He wanted to deliver a daily message to Jeep drivers they could use & appreciate.




#CarPeople

Evidence Manual 19





ReDiscover What Makes Your Dealership Great 20


Your OrganizaYon: Understand your history, customers, SWOT & Goals.

Your Story: Understand the connec:ons between our stories, both past & present that we can use to engage with customers

Your Products/Services: Understand key differen:ators

Brand Promise

What’s our key message to engage customers

What do we stand for

What’s the essence of our brand

What problems we

solve

What’s our

business model

What channels are used to tell our story

How we reach our customers

How do we measure, correct & reward




Your CompeYtors: Understand what they do & how we compete

#CarPeople

01. Write Employee Ambassador Plan

02. Select Your Program Champion

03. Establish Key Performance Indicators

04. Brand Ambassador Training

05. Provide Engagement Tier Levels

06. Create Organiza:onal Awareness

07. Roll Out For All Employees

7 Steps to Activate Your Team 21





#CarPeople

Contact Me 22


Renee StuartCertified Professional Coach

Mobile: (503) 310-‐9263E-‐mail: [email protected]

Office: (503) 303-‐4699

LinkedIn/ReneeStuart

Podcast on iTunes

Follow @SayMyName2




FB.ReputationRevenue

#CarPeople

Renee Stuart, CPC ELI-MP


Thank You !“Be yourself, because an original is worth more than a copy”




Put Your Salepeople Where Your Customers Are

Automotive

Transcript of Put Your Salepeople Where Your Customers Are