Best Known Beats Best Out
By Dee Terrnigian
The biggest problem with the average showroom salesperson today is simple — no one knows who they are.
You can be sharp, knowledgeable, and able to close a deal in your sleep, but none of that matters if no one’s reaching out to you in the first place. In today’s market, attention is the new currency. You can’t dominate in this business unless you’re visible, memorable, and connected — unless your name means something to your customers before they ever shake your hand.
It’s nearly impossible to rise above the competition if you’re invisible. The truth is, being great at closing or product knowledge doesn’t matter much if no one ever calls your phone or walks in asking for you by name. And while that might sound like marketing-speak, it’s actually the reality of modern auto sales.
But what if you’re not the type who wants to dance on TikTok or post flashy videos online? What if being on camera just isn’t your thing?
That’s okay — but you still need to be known.
Because in this business, the best known will always beat the best out.
Building a Personal Brand That Works
According to Indeed, there are more than 305,000 car salespeople in the U.S. as of 2025. The average one makes about $75,000 per year. But averages don’t define success — effort and exposure do. If you want to rise above average, you have to invest in yourself.
When I first started selling cars, I quickly learned that success wasn’t just about how hard I worked on the lot — it was about how much reach I had outside of it. Back in 2016, I looked around at the leadership in my organization and realized something: it was every man for himself. There was no roadmap, no real marketing system, and no structured way to build a customer base beyond cold calls and walk-ins. So, I decided to create my own system.
I built my first click funnel and started running Google Ads targeting customers with challenged credit. At the time, not many local dealers were focusing on that segment. It wasn’t glamorous, but it worked. I became known as “the bad credit guy.” That name alone started driving traffic, calls, and appointments my way. Within months, I was selling as many as 45 units in a single month and averaging around 30 — all because I branded myself and stayed consistent.
Why Being Known Matters More Than Ever
The modern car buyer doesn’t just wander onto a lot anymore — they arrive with research in hand. They’ve read reviews, watched videos, compared payments, and already formed opinions before they meet you. If they don’t know who you are before they start that process, you’re already behind.
That’s why personal branding has become the new lifeblood of the auto sales industry. It’s not about ego — it’s about equity. Your name, your face, your voice, and your consistency all build trust long before the handshake. When a customer searches for a salesperson they can trust, they’re more likely to connect with someone they’ve already seen or heard from.
And in an era where attention spans are shorter than ever, being “known” doesn’t happen by accident. It happens through intentional marketing, consistent follow-up, and a clear message that tells people exactly who you are and what you stand for.
Marketing Yourself Like a Business
I’ve learned that every successful salesperson has to think like an entrepreneur. You may work for a dealership, but your results depend on how well you market yourself. That means taking control of your image across multiple platforms — not just relying on floor traffic or dealership advertising.
Running targeted Google Ads, Facebook campaigns, and Instagram promotions can create a steady flow of inbound leads. Landing pages and click funnels can help filter those leads, so you’re spending time with serious buyers instead of tire-kickers. The technology exists to help every salesperson build a pipeline — the difference lies in who’s willing to learn it, use it, and stick with it.
You don’t have to be a social media influencer to get leads, but you do have to commit — commit to a message, a market, and a strategy that keeps you in front of people. Whether you focus on first-time buyers, specialty vehicles, subprime financing, or luxury imports, your marketing should make your name synonymous with your niche.
Turning Consistency into Currency
Branding doesn’t happen overnight. It’s built through repetition — the steady drumbeat of content, service, and authenticity. Being consistent with your messaging and communication reminds your community that you’re in the car business and that you’re the one they should buy from.
I’ve seen too many salespeople fade out because they treated marketing like a short-term project instead of a long-term investment. They’d run a few ads, make a few posts, and expect instant results. That’s not how this works. Marketing isn’t a campaign — it’s a commitment. It’s about showing up every day with professionalism and persistence.
When you put in the effort to be visible — through ads, follow-ups, events, and digital touchpoints — something powerful happens: people start reaching out to you. They remember your name. They tell their friends. They tag you on social media. That’s when you shift from chasing customers to attracting them.
The Power of Authentic Visibility
What separates genuine professionals from social media noise is authenticity. Your marketing shouldn’t feel forced — it should feel real. Whether you’re doing walkaround videos, customer testimonial posts, or educational content about financing, it should reflect who you are and what kind of service people can expect from you.
Being well-known isn’t about being the loudest — it’s about being the most trusted. In every community, there are people who will only buy from someone they feel comfortable with. Your reputation, your follow-through, and your visibility all work together to build that comfort.
When people think of buying a car in Columbus, Ohio, I want them to think of Dee Terrnigian — not because I’m the flashiest, but because I’m consistent, honest, and easy to reach.
Staying Ahead in a Changing Industry
The auto business is evolving faster than ever. Digital retailing, online financing, and AI-driven marketing tools are changing how customers interact with dealerships and salespeople. But these changes don’t make personal branding less important — they make it more important.
As automation and technology take over parts of the process, the human connection becomes the differentiator. Buyers still want to work with someone they trust, someone they’ve seen deliver for others. The salesperson who can merge digital efficiency with personal connection will always stay ahead.
That’s why I encourage every serious salesperson to view marketing not as a cost, but as an investment in their future. Your personal brand is your business card, your handshake, and your reputation — all rolled into one. The more visible you are, the more opportunity you create.
The Best Known
In the auto industry, talent and work ethic matter — but visibility wins. You can be the best closer, the best negotiator, or the most knowledgeable product expert in the room, but if nobody knows who you are, you’ll always be limited by obscurity.
So build your brand. Advertise. Post. Follow up. Engage. Be consistent. Don’t wait for opportunity — create it.
Because when it comes to success in sales…
The best known always beats the best out.
As always, you can contact me at 614-377-7964 for assistance with any of your dealer, private, or specialty auto sales needs.
If you’re ready to dominate in 2026 and need a mentor to show you how to take your marketing and performance to the next level, check out our partners at BizApp247 or call 888-919-1160 to get started.
