With more than 30 years of automotive experience, including 20 years at his family-owned dealership, David Kain of Kain Automotive offers a wealth of industry knowledge to the dealers he consults on a daily basis. The DealerADvantage team caught up with David at this year’s NADA Convention, where he shared his perspective on a number pressing issues, ranging from dealership branding and career development to online reputation management and video. Check out our key takeaways below, or watch the complete interview playlist here.

Focus on customer experience

From the look and feel your dealership’s website to the way you treat customers as they enter the store, Kain shared his belief that truly successful dealerships are intentional about the way they interact with customers at each point in the shopping process – and that the combined effect of those touch points are what matter.

 

Develop a “cool” brand

David recommended general managers start by creating an aspirational brand that focuses on letting consumers know how car buying at their dealership will be different.

 

Ask customers to communicate

Kain shared that building positive reviews must start with first being sure your store provides outstanding experiences.

Watch the complete interview playlist here.

What’s your dealership’s brand? Let us know in the comments below!

Related:

Jared Hamilton: Making an impact throughout the consumer journey

Have you met the NEW new-car shopper?

Live from NADA 2013 David Kain helps dealers shares process tips