EDITOR'S NOTE: This article has been changed to correctly note the number of new and used vehicles Kunes Country Auto Group sold in 2016. It sold 11,500.
Jennifer Myers, marketing director for Kunes Country Auto Group, mobilizes the group's sales team in a way that some other dealerships have shied away from. She actively encourages the salespeople to develop personal social media platforms -- marketing themselves, and not just the dealership where they work -- to drive sales.
And the dealership group backs up her encouragement with technical and other support, which it pays for.
"Any salesperson who really wants to go all in with Facebook, they have the full power of our marketing department with them," Myers says.
Scott Kunes, general manager of the group's two Elkhorn, Wis., stores, adds: "We encourage our salespeople to brand themselves, whether that be on social media or [via] other branding techniques."
Kunes points out that this added layer of social media outreach does not come at the cost of older, more established methods, such as thank-you notes or Christmas cards. Social media provides an additional avenue for a salesperson to develop their customer base. "This allows them to have their own brand, which they can then market to their own set customer base and build a business within the business," Kunes says.