Continuing our coverage of CDK’s cyberattacks is Jonathan Dawson, Founder and President of Sellchology Sales Training and host of CBT’s Mind Your Own Business.
Takeaways
- The cyber attacks on CDK Global have severely impacted trust within the automotive industry. Jonathan Dawson emphasizes that dealerships are witnessing a drop in online lead submissions and increased phone calls, indicating consumers’ hesitation to share personal information online. This breach has heightened consumer awareness and concern over data security, affecting their interaction with dealerships.
- Dawson advises dealerships to be resourceful and proactive in responding to the cyber attack. He suggests leveraging networks for support and utilizing resources, such as the documents and tools his company compiled. Dealerships should contact vendor partners for assistance rather than trying to solve the issues internally. He also warns against opportunistic marketing strategies that exploit the situation, advocating for a balanced and humble approach.
- Moreover, the interview highlights the necessity for heightened vigilance and preparedness across the industry. Dawson stresses the importance of proper training for dealership staff to handle customer concerns and maintain transparency. He warns against outdated sales tactics that could further damage customer trust and underscores the need for ethical practices. The overarching message is that dealerships must stay vigilant and proactive and maintain integrity to navigate the challenges posed by the cyber attack.
Check out our full coverage of the CDK cyberattack here.
"The number one thing that we've been trying to regain for decades is the consumer's trust... We have violated their trust in some way, which has influenced and impacted how they communicate with us and how they want to interact with us." - Jonathan Dawson.
