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The party was well planned. The dealer spared no expense. Hundreds of the dealership's best customers sent their RSVP saying they would attend.
The arriving guests were met with red carpet and parking attendants. When they entered the dealership, there was special lighting and tables filled with food and several bars offering whatever they wanted. Live music echoed through the room from a local band. It was a great opportunity to socialize with those wonderful people who treated them so kindly when they bought their car.
And there to greet them was… the Internet Manager wearing a logo bowtie. Friendly guy or gal… Nice to meet him or her.
Each customer asks upon arriving, "Is my salesperson here? Is the owner here?"
"No", the Internet Manager tells them. "I am your host tonight. Your salesperson wasn't interested in coming and the owner is way too busy. But I welcome you and will keep you entertained. We value you and want to be friends."
How do you think the rest of night went? This is Facebook.
When one of your sales staff invites a new owner to write a review and visit your Facebook page, do they reciprocate? Do they have a photo taken of their customer and their new car? And then have it posted on Facebook… and then comment under that photo how much they enjoyed working with that customer?
Written by Tom Gorham
Editor, From The Trenches