David Kain
David Kain was born into the Auto Industry. Naturally groomed to work at his father’s Ford dealership, David Kain is now one of the Auto Industry’s most respected thought leaders on digital marketing. After working at his Father’s dealership for more than 20 years and co-founding FordDirect.com, David developed KainAutomtive.com, a company in which he and his team provide digital marketing consultation, B2C sales and process development training for automotive dealerships and manufacturers.
Recently, I had the opportunity to discuss the state of the auto industry with David. As an expert in digital and telephone communications and sales process, David explained that the most pressing issue face auto dealerships today is, “profitability on the sale of new vehicles.”
“Consumers tend to be motivated by the relationships they have with others. If a person has a positive or friendly relationship with a dealership, he is much more likely to buy from that dealership because he enjoys his engagement with the company even if the price is a bit higher. We still see that every day with our clients. Customers want a competitive price but they also want a great experience.”
“We teach dealerships to improve their processes. One specific process we teach is how to become friendly with customers through any and every form of communication from email, to the phone, to chat and text. That’s why we love ActivEngage chat team members because they fit the bill for friendliness.”
“We train dealership staff to handle live chat conversations as if they were bumping into someone on the lot. After becoming friendly with someone through chat, a dealership can leverage that relationship to engage the customer and communicate in a manner that it is easy for the customer to feel good about purchasing a car from them. Chat is therefore a vital and non-invasive way to befriend customers and earn the right to help them further.”
“Nevertheless, a dealership’s success with live chat relies on its ability to continuously have ready-to-chat staff. I recommend ActivEngage because they offer a full-service and managed chat solution. Dealerships can focus on selling cars on the lot while ActivEngage’s full time staff of chatters engages online shoppers with quick responses.”
“Dealerships generally don’t have the staff, resources or proven process to handle the amount of chats ActivEngage handles everyday. What’s nice about ActivEngage is that they develop friendships between customers and dealerships before the customer even hits the lot.”
David Kain would like to extend a free “Mystery Shop” offer to the readers of this blog. Please email Mysteryshop@kainautomotive.com for more information.
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[...] The experts agree too. “a dealership’s success with live chat relies on its ability to continuously have ready-to-chat staff,” said Automotive Internet Sales Trainer and Digital Marketing Specialist David Kain in a recent interview. [...]