Dealership Social Selling

Your salespeople are already posting. Walkarounds, delivery photos, a quick video of a fresh trade on the line. The real question is whether any of it turns into car salesman social media leads you can see, work, and credit. Dealership social selling turns that everyday posting into a real lead source, with names, attribution, and results you can hold people accountable to. This hub collects short videos from Mike Crothers, CEO of MOTO(acquire), on how stores are doing it.

What Dealership Social Selling Really Is

This is not your marketing department running a brand page. It is individual salespeople, BDC reps, and sometimes service advisors using their own personal accounts to stay in front of people who already know them: friends, past customers, neighbors, the parents from their kid's ball team. People buy from people. A post from someone they trust gets a different response than a sponsored ad from the store.

When a store organizes that effort, gives it structure, and rewards it, you have a dealership creator program. Instead of a few naturals doing it on their own, you get a team posting consistently, with a clear way to capture what comes back.

Why It Matters to Used Car Gross

Social selling usually gets talked about as a way to sell more cars. That is true. For most stores, though, the bigger opportunity is on the acquisition side. Every post reaches people who own vehicles, and some of them are thinking about selling or trading. When a salesperson's post brings in a car from the street instead of the lane, you control the buy and put a car on the lot with room to make money.

The retail side helps gross too. A buyer who came in because they know and trust your salesperson is usually a smoother deal than a cold internet lead shopping several stores. A good car sales social media strategy should feed both sides of the used car department: more retail buyers and more cars bought from the public.

How to Track Car Salesman Social Media Leads

This is where most programs fall apart. A salesperson posts, a friend texts them, they meet at the store, and the CRM shows a walk in or nothing at all. Management never sees what social produced, so it never gets the attention, recognition, or pay plan support it deserves. If you want to know how to track social media leads at a dealership, start with attribution at the individual level.

MOTO(social) gives each person posting on social their own link, with leads attributed in the CRM. When a customer comes in through a salesperson's link, the lead lands where your team already works, tied to the person who earned it.

What to Measure

Leads by person. Who is generating activity and who is not posting at all.
Appointments and shows. Whether social leads are turning into people in the building.
Units sold. Retail deals that started from a salesperson's link.
Vehicles acquired. Trades and street purchases that came from social, and the gross on those cars once they retail.
Consistency. How often each person posts. Steady posting beats a single viral video.

Once you can see those numbers by person, you can coach it, pay on it, and decide how hard to push it.

How the Videos Below Help

MOTO(acquire) works with hundreds of dealers on acquisition and retention, and these videos come straight from what Mike sees in stores. They are short and practical, built for GMs, used car managers, and dealer principals who want answers without sitting through a webinar.

You will find videos on topics like:

Setting up a creator program your team will actually stick with
What salespeople should post, and what to skip
Handling leads that come in through personal accounts
Getting attribution right so the right person gets credit
How social fits alongside MOTO(convert) on your website and MOTO(retain) for past customers
Tying social activity back to used car gross

Pick a video, play it in your next sales meeting, and start treating social as a lead source you can measure instead of something your team does on the side.