The new year is approaching, yet many car dealers are still dealing with the effects of the COVID-19 pandemic. Today on Inside Automotive, we’re pleased to welcome back David Kain, President of Kain Automotive and host of CBT’s Kain & Co., to discuss what dealers need to focus on as the industry gears up for 2022.
In 2022, Kain says dealers need to focus on the loyalty of their current customers. Whether it’s good or bad advice, a lot of dealers have curved their marketing budgets. Kain says, if he was over a dealership, he would want to make sure the customers who helped him succeed, know that he cares. At the top of the list, market to your loyal customers.
Kain says when he’s flushed with inventory, he’s always going to give you the best possible deal. MSRP is what’s suggested based on market conditions when the vehicle was designed, built, and delivered to you. He says during the toughest time, customers will remember how fair dealers were to them. It boils down to what your business conditions are and whether you can teach your team to have that conversation.
Most dealers were trained to think, “if they don’t buy today, they won’t buy tomorrow”. Kain says, but they will buy, and you want to give them all the elements to make the right decision for the purchase. He says, we’re starting to see for the first time ever, customers crossing over to modern and digital retailing. Salespeople on the floor are starting to respect the digital process.
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Kain believes 2022 will be an interesting year for BDC. There’s a lot to be said for skillsets. He also says they teach dealers how to grow their business and digital is the path to do that. Kain says it’s important to grow your own brand.
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