On this edition of CBT Now, we’re pleased to welcome back David Kain, the president and owner of Kain Automotive, to discuss the upcoming 18th Annual Clients & Friends Digital Success Workshop.
After the prolonged phenomenon of COVID-19, it’s interesting to see what key industry trends continue to resurface within the automotive industry. According to Kain, “the availability of interest rates is causing emotional elements for the consumers.” As a result, OEMs and dealers are trying to lower prices in an effort to revive the market.
If you’re a dealership or manufacturer like Toyota or Ford, for instance, Kain claims, “they’re in the pocket for large inventories.” But, because we are seeing inventories come back, the average customer may see it as a good thing, but to the trained eye- only having one or two products available doesn’t look good, at all. Kain highlights, “For Ford, they have all the F-series vehicles on their lots, and that’s certainly a challenge in itself.”
Major industry trends:
With the advancements in technology, consumers now have access to more information online before even walking into a dealership. Therefore, it is crucial that dealers embrace that part of the conversation and allow the consumer to co-navigate their experience. For instance, at Kain Automotive, its sales team has shifted to measure the qualifications on their sales sheet as a tool to engage with both what the customer found online and to further provide information while in the dealership.
“If I’m speaking to a customer on the phone and am paying close attention to their reactions, then I am an advocate to provide them with the necessary information and encourage them to visit the dealership,” noted Kain. Therefore, when a customer demands the numbers: don’t resist giving out information, rather provide it by giving them a link and walking them through it attentively, and encourage them to do better.
The 18th Annual Clients & Friends Digital Success Workshop will have a large number of automotive digital experts offering methods and tactics to propel the expansion of your firm in 2023. Additionally, this year’s event will include the #1 Podcaster for Automotive Retail and an amazing Automotive YouTube Superstar.
By moving the event from November to April allows the workshop to provide more outside events. To open the workshop, ActivEngage hosts a tour of the gorgeous unique Kentucky Castle. Then, PureCars will have a station alongside the horse races at Keeneland, and great speakers will give this year’s workshops the best experience overall. To register for this event, click here.