Jason Harris has over 18 years of experience in automotive marketing and operations. At Cambridge Mitsubishi, through process development, he achieved a closing ratio of 45%, higher than average. In the last 24 months, he has reset his mindset to focus on conversations rather than leads. Effective communication now happens primarily through text messaging and AI can help further improve communication efforts by nurturing, engaging, and qualifying prospects so staff can focus on the customer experience.

1. The Communication Game
Jason Harris
jason@matador.ai

3. INTRODUCTION
Jason Harris brings more than 18 years of marketing and
operations expertise in both Canada and the United States.
A vast range of experience in almost every dealership positions
from Sales and Business Development to Operations, VP of
Marketing and President of Cambridge Mitsubishi.

5. Born
Fall/Stumble
Conned
How we get into the car business

6. Started at GM store

7. Sold my first car

8. ● Made my own website as a sales person

9. ● Got offered Internet operations and BDC

10. ● Moved to Canada during the 2008 recession
General Manager
VP of marketing
Dealer Principal of Mits store

11. 45%
Closing Ratio
At Cambridge Mitsubishi,
we had a 45% closing ratio,
not by luck, great products,
or exceptional sales people,
but rather through processes
development.
Product POD

12. ● Sold the dealership
● Just When I Thought I Was Out,
They Pull Me Back In!

13. Strategy with Jason was born.
Brand focusing on automotive Marketing and
Operations

14. ● Pivot
● Cookie war
● Digital Retailing has become the OEM mandate
● Every Customer is a online shopper
● The Meet and Greet now happens online
● We have learned to do more with less
● Death of the superstar culture
● Customer is now in the driver's seat while we co-pilot
● Communication is now your strongest closing tool
Last the 24 months

15. A mindset reset on Conversations not Leads
Website form rebuild
SMS first approach
Live chat failed I am afraid will do the same
with
Digital Retailing
The changes needed to win at the
communication game

16. ● The average adult in north america has
500 unread emails for every 1 unread text message
● Email has about a 8% engagement rate
● Phone calls have about 15% chance of being answered
● SMS has over 60% reply rate and a 98% open rate
● Over 90% of dealer to customer communications
is phone and email
● If you are not texting your customer you are losing
at the communication game
Communications Stats

17. AI
is
not
a
widget
Next level your communication efforts with AI

18. ● Real AI creates a new workforce that partners with your Staff.
Next level your communication efforts with AI
M
Nurture
Engage
Prospect
.
Qualify

19. ● A good AI gives your trained seasoned staff more time to
focus on the experience and closing deals.
● Currently AI supports less than 5% of dealership efforts.
● AI dealer support will exponentially grow over the next 5
years are you going to be a Leader or a Follower
Next level your communication efforts with AI
Q&EH