6 Tips: Building Your Personal Brand as a Car Salesman

Can we all agree that a huge part of selling a car, well… isn’t about the car at all? 

So much of selling has to do with the story you tell, the trust you create, and the value you convey. That’s where your brand comes in. With a little muscle implementing our tips below, you’ll have half the battle won before you even meet the customer. 

Before we dive in, here are a few brainstorming questions you might consider...

    •    Who are you as a car salesman? Personality, Passions, Skills/Expertise
    •    How do you want to be perceived? What do your peers and customers say about you?
    •    Who is your target customer?
    •    Would you buy a vehicle from you? Why or why not?

“All of us need to understand the importance of branding. We are CEOs of our own companies: Me Inc. To be in business today, our most important job is to be head marketer for
the brand called You.”  -Tom Peters in Fast Company

1. Persona. Here’s something to think about…  If someone was recommending you to their neighbor or friend, would they remember a name like Sally Miller or a name like Subaru Sally? Kevin McCarthy or Kevin the Jeep Guy? Mike Smith or Mazda Mike? Creating a nickname or persona increases credibility and recognition, let your name do the talking! 

2. Website. Let’s face it, you know you need a website. You’ve probably heard it all before - increase your search ranking, build your brand, increase exposure, all your customers are online, show off your credentials, 24/7 exposure, easy sharing, easy connecting… getting the hint? 

No doubt you can sell cars, but your website can too. Chances are, you think that creating one is more of a beast than it actually is. Even creating a one-page site is a million times better than nothing. Here are a few easy resources to get you started...

                                            Wix.com                         Weebly.com

                                    Squarespace.com              GoDaddy Coupons

3. Be [on] Social. So valuable, and so free. 74% of consumers cited relying on social media to make purchasing decisions (15 Social Media Statistics That Every Business Needs to Know). 

Being on social is just as much for you as it is for your followers. One of the most underutilized features of social media is the ability to gather data about your customers and prospects - name, age, location, and what they like about your service. You can use these insights to steer your brand decisions and reach out to new leads.  

4. Add Value.  Providing real value to your customers as a car salesman is something that can set your brand apart in the auto sales industry… bad rap for the industry, but good for you to capitalize on. In order to differentiate your brand from your competitors, finding out what your target customers value is crucial. 

What do you bring to the table that is more valuable than your competitor? A great example is becoming an authority in your field. If people think most car salesmen don’t know a lot about cars, make them regret asking about the fuel injection. If most people think car salesmen are slimy, con artists, break through the stereotype and offer them behind-the-scenes info. 

“If people like you they will listen to you, but if they trust you, they’ll do business with you.”  -Zig Ziglar

5. Insert Your Brand. Don’t stop exposing your brand at your website and social media, every interaction should be a homogeneous flow of brand representation. This includes your sales cycle. From calls to emails, video to face-to-face... represent. Email signatures, business cards, voicemails, etc… all golden opportunities to let your customers know who they’re dealing with. 

A great example is personalized video and texts. Sending a branded video like this one helps you stand out among competitors who send out boring automated emails. Here’s how you can build your brand with an Authntk “Lone Ranger” package.   

6. Network. The best way to create a buzz around your brand is to network. Anything goes, from grabbing a one-on-one coffee to attending a major networking event in your city. The opportunities are endless, mostly free, and not to mention ample chances to present in front of peers in your area. Contact your local Chamber of Commerce for networking resources and events in your area. Also, check out meetup.com and eventbrite.com.


Check out a few examples of car salesmen with personal brands here.

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