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Jessica Kain

Jessica Kain

Author's details

Name: Jessica Kain
Date registered: December 31, 2015
URL: http://www.kain.auto/#!jessica-kain/cjzi

Biography

Jessica grew up in the automotive industry learning from a family of car dealers. More importantly learning from her father, David Kain, President of Kain Auto. She spent many years working at Kain Auto during her college career learning the Automotive Internet consulting business. Before graduating she spent time working in the Internet Department at her family’s Ford Dealership, Jack Kain Ford, where she learned the importance of Internet Development in the dealership.

Latest posts

  1. BDC Bad Habits: Automation & Templates — April 21, 2016
  2. Three Tips to Improve Your Digital Marketing — December 31, 2015

Author's posts listings

Jessica Kain

BDC Bad Habits: Automation & Templates

Old Habits - New Habits signpost in a desert road background

I am lucky enough to spend each week traveling across the United States helping dealers improve their internet operation and, therefore, their overall success.

Prior to each of my visits, I analyze the current processes and communication tactics leveraged by each dealership. After years of review, I’ve discovered an eye-opening truth: Unfortunately, no matter the market, unique background or size of the store, they all seem to share the same bad habits!

Over the next few months, I’m going to review these “BDC Bad Habits.” Keep an eye on the NCM blog to learn what common BDC tactics you should avoid—and why you should replace them—to improve your internet sales department!

Automation is great, but it can’t succeed on its own

Automation and templates can be great tools for small businesses. In fact, they’ve been so successful for the automotive industry, that we’ve become extremely dependent on them.

So, what’s the problem? Well, this trend becomes a bad habit when you pair it with the automotive industry’s rarely changing processes. Unless your templates and automated marketing address current customer needs and pain points, it’s not going to help you close sales. And, if your messaging is too far off the mark, it can be a recipe for low close rates, ROI and morale.

Four steps to fix the automation BDC bad habit

Knowing how to repair the automation problem can sometimes be the most confusing part. Here’s what I recommend: We are going into the summer selling season, which means this is the perfect time to do some spring-cleaning!

First, go through your CRM. Clean out any old templates that are not engaging and have reached their expiration date.

Next, replace your first two days of customer follow-up with personalized responses. Personalization is key to standing out from your competition that is sending template after template to fill a follow-up task. The only way to convince someone to come into the store and buy a car is to get a response, so make it a good one.

Personal sounds easier than it really is, so make sure your team is equipped to do a good job. Here are some great examples from Hubspot to get you started.

Third: call. I continue to see that we have an overwhelming bad habit of not calling the customer and this can play to be extremely dangerous. According to a BIA/Kelsey study, mobile searches will generate 73 billion phone calls in 2018; so phones clearly aren’t dead! In fact, I’d argue that our customers are tired of waiting for us to answer their questions, so they are reaching out directly now. We have to make sure that we are prepared to pick up the phone when that lead hits our system and have a productive conversation with our customer.

Lastly, bring your procedures out of the Dark Ages. If you are not using a proven BDC process, start right now. Every method should be based on 100% task completion but also 100% quality. And you must ensure that your team knows that the process is the connection plan.

Need help breaking your BDC bad habits? Join Jessica Kain for her NCM Institute class, Mastering Internet Sales, for even more insights on how you can improve your dealership’s BDC processes and lead generation.

Permanent link to this article: http://blog.ncm20.com/2016/04/bdc-bad-habits-automation-templates/

Jessica Kain

Three Tips to Improve Your Digital Marketing

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Are you spending a lot of money each month on your digital marketing and internet operation but not getting the return on investment you want? It’s a common problem.

Without the right plan, marketing investments fail

Every day, dealers spend thousands of dollars to improve their website, do search engine marketing and buy every lead source and product in the market. Sadly, though, most dealers struggle to break even on their investments— their close rate is poor and morale broken!

Understand how clients shop to improve your marketing

None of us can argue that 100% of our opportunities come from our marketing; however, all of our results come from having an effective and fail-safe process. Process and communication tactics are not always the shiny objects that dealers chase or want to talk about, but they are the only way we will meet and surpass our goals for our internet operations.

When creating your tactics, remember that the internet has changed the way we all live and operate. And, especially for auto shoppers, the wide availability of information about products has made customers extremely smart and selective buyers.

3 ways to immediately improve your digital marketing

Fortunately, you can capitalize off these trends and make an immediate improvement to your digital efforts with the right strategy.

Here’s what I recommend:

1) Go where they are. There are more than a billion websites, so discovering where your clients spend their time and putting your marketing there is key.

2) Recognize the wealth of information available to them. Buyers research—a LOT— before making a purchase. Your marketing should speak to them respectfully and give them information they need.

3) Be real. Social media plays a large role in the purchasing decision, with most people relying on their social networks to guide their choices. Don’t be afraid to include social media in your marketing mix, but be critical about choosing the right channels and voice for your dealership.

 

If you or your team members are looking to improve your internet or BDC operation for the better, then please join the NCMi and Kain Automotive for a workshop on Mastering Internet Sales. We will provide you with an understanding of today’s digital-savvy customer and how to really read the leads that hit your system. Working together, you’ll learn a proven, fail-safe process to improve digital marketing, and come home with the best communication tactics to engage your customers. The basis of this course is to set your dealership up to better connect, appoint and sell today’s internet shoppers.

Permanent link to this article: http://blog.ncm20.com/2015/12/three-tips-to-improve-your-digital-marketing/