2003 Training Pilot Final Dealer With FordDirect Input June

F O R D
M O T O R
C O M P A N Y
I N T E G R AT E D M AR K E T I N G B U S I N E S S O P P O R T U N I T I E S
F O R D
M O T O R
C O M P A N Y
Pittsburgh Region
F O R D
M O T O R
C O M P A N Y
Welcome Ford &

Lincoln Mercury
Dealers
Dan OConnor
District Manager
F O R D
M O T O R
C O M P A N Y
Ellen Nowacki
Ford Division
Retail Trade Cycle Management
Brand Manager
F O R D
M O T O R
C O M P A N Y
Today is a Training Preview

Overview of what will be covered in
detail with your sales teams over the
next two days. This is designed to help
you manage them to your desired results
Two part presentation:
1. eBusiness
2. Retail Trade Cycle Management
F O R D
M O T O R
C O M P A N Y
Agenda Part One

eBusiness
Assess your current performance

Maximize sales with the growth of eBusiness
Your current Customers
Awareness of tool enhancements
What to look for from your Management
Take advantage of next steps
F O R D
M O T O R
C O M P A N Y
Agenda Part Two

Retail Trade Cycle Management
Changes & Improvements
Increased Ford Motor Company support
Your Current Performance
New LSI Enhancements and Solutions
Best practices from Dealerships today
Take advantage of next steps
F O R D
M O T O R
C O M P A N Y
How is BDC training different

than RTCM and eBusiness
Training?
Retail Trade Cycle
Management
Unsold
Follow-Up
Prospecting
Inbound
Phone
Internet
Showroom
Service
BDC
F O R D
M O T O R
C O M P A N Y
Action items for you

Increase your closing rates on eBusiness
and Retail Trade Cycle Management by
signing up for the advanced in-dealership
training today
Jump start that training by sending your
people to the FREE seminars over the
next two days
Enroll in FordDirect / DealerDirect for both
new and used
F O R D
M O T O R
C O M P A N Y
Bill Cress
Reynolds Consulting Services
11
F O R D
M O T O R
C O M P A N Y
Part One
eBusines
s
12
F O R D
M O T O R
C O M P A N Y
eBusiness
1. How are you performing now?
New Dealer Overview Report

New Lead Details Report
Review top performing Dealers metrics
How to get more sales from the opportunities you
have
13
F O R D
M O T O R
C O M P A N Y
Question: Is this a good lead?

Customer asked for a price on a specific vehicle
on your lot
Had a Ford to Trade
Provided complete contact data
Lived within 15 miles of your Dealership
Would you respond

to this customer?
14
F O R D
M O T O R
C O M P A N Y
eMystery Shop Data

Pittsburgh Region
15
F O R D
M O T O R
C O M P A N Y
eMystery Shop - Study Setup

Cobalt shopped 211 Pittsburgh Region FordDirect
dealerships
Created 202 fictional shoppers with addresses within
15 miles of the dealership
Sent one NO CHARGE VIN specific lead to each
dealership using the Search Inventory form on
FordDirect
Leads sent between 10:00 AM and 2:00 PM
dealer local time Monday through Thursday
Shopped Explorer XLT or Eddie Bauer where possible

Included 2001 Explorer trade-in
16
F O R D
M O T O R
C O M P A N Y
eMystery Shop - Scoring

Approach
Dealer had up to 48 hours to respond
The first personalized response was scored,
Auto-response not included.
Each Dealership was scored on response time,
quality and contact information
eBusiness Index scores developed from points for
response time, quality, contact information
What percentage of leads in your dealership that meet
this criteria are responded to within 48 hours?
17
F O R D
M O T O R
C O M P A N Y
FordDirect eMystery Shop

Pittsburgh Region
Level of Overall Participation (Email or Phone Call)
NO Response
Received
Response
Received
Area of Opportunity: 64 of 204 dealers did not send an email or call the customer
18
F O R D
M O T O R
C O M P A N Y
20
F O R D
M O T O R
C O M P A N Y
Contact Quickly
20% Higher closing ratio with Dealer who respond within 15 Minu
Closing Ratio Index Source: AutoNation
21
F O R D
M O T O R
C O M P A N Y
Content of Response
Quality and Contact Information
22
F O R D
M O T O R
C O M P A N Y
FordDirect Mystery Shop

Data
Topic
Yes
No
Quoted Price
34.9%
65.1%
Offered Next Steps
88.7%
11.3%
Confirmed Vehicle in Inventory
58.5%
41.5%
Offered Alternative
7.5%
92.5%
Dealer Differential
31.1%
68.9%
6.6%
93.4%
Provide Reason to Act Quickly
23
F O R D
M O T O R
C O M P A N Y
From our surveys we find a lot

of information about customer
wants.
Question: Did the dealer have the exact match
to what you wanted?
Answer: Usually answer No.
Question: Were you offered an alternative
vehicle?
Answer: 93% of the time the answer is
no; however when answered yes, the
next question is:
24
F O R D
M O T O R
C O M P A N Y
From our surveys we find a lot

of information about customer
wants.
Question: Was the alternative vehicle close
enough to your wants and needs?
Answer: Yes - 85% of the time
25
F O R D
M O T O R
C O M P A N Y
Metrics
Where are the metric reports?
Online - FMC Dealer
Mailed - FordDirect Dealer Value Statements
What are the reports?

Dealer Overview Report
Lead Details Report
Lost Sales
Where do Ford sourced leads come from?

DealerConnection Website
FordDirect Website
FordDirect Affiliate Partners
26
F O R D
M O T O R
C O M P A N Y
27
Lead Details Report
F O R D
M O T O R
C O M P A N Y
Dealer Name & Web Address
29
F O R D
M O T O R
C O M P A N Y
Items to look for
30
F O R D
M O T O R
C O M P A N Y
Items to look for
31
F O R D
M O T O R
C O M P A N Y
Lost
Sales
32
F O R D
M O T O R
C O M P A N Y
Customers online do
purchase vehicles
33
F O R D
M O T O R
C O M P A N Y
FordDirect Dealer Value Statements
New Vehicle Services

mailed monthly
Used Vehicle Services

emailed monthly
3 to 5 calls for every lead sent

34
F O R D
M O T O R
C O M P A N Y
Sales Match
How closing ratios are
calculated!
35
F O R D
M O T O R
C O M P A N Y
When a customer submits a request
36
F O R D
M O T O R
C O M P A N Y
Customer
Information
captured when
lead is submitted
Held for 180 Days
Ford Source Only
37
F O R D
M O T O R
C O M P A N Y
Customer
Information
captured when
lead is submitted
Held for 180 Days
Ford Source Only
Vehicle Sold and Sale is Entered

Match Fields:
Name
Address
Phone Number
Email Address
Business name
No Match
Customer buys Used Vehicle
Sales reported after close
38
F O R D
M O T O R
C O M P A N Y
The Best Way to Ensure Better

Closed Sales Matches
Make sure that the customer e-mail
address is submitted with the Retail
Delivery Form when sale reported
this step insures a match
39
F O R D
M O T O R
C O M P A N Y
Lead Details Report
85% Online customers submit only one

lead
40
F O R D
M O T O R
C O M P A N Y
Lead Details Report
Customers are in your own market

41
F O R D
M O T O R
C O M P A N Y
Customers will accept alternatives

42
F O R D
M O T O R
C O M P A N Y
Time between request date and sale date varies

greatly
Can be up to 8 weeks or more
43
F O R D
M O T O R
C O M P A N Y
Total Ford Salespoint Internet

Leads
Q1 2003 Leads = 455,050
Up 38% over 2002
Lincoln Mercury leads are on a similar growth trend
March
March
March
*(3rd Party, New, Used, and Dealer Leads Combined)

44
F O R D
M O T O R
C O M P A N Y
Ford Division
Year over Year Internet Sales*
Q1 2003 Sales = 39,707 Vehicles
2003 up 87% over 2002
2001
2002
2003
13,874
14,000
12,000
Lincoln
Mercury sales are on a similar growth trend
10,000
8,173
8,000
6,000
4,407
4,000
2,000
0
Mar
*Sales based on CKS sales match to unique Ford/FordDirect leads only

45
F O R D
M O T O R
C O M P A N Y
eBusiness
2. How to grow sales
Grow Traffic and lead volume

Increase Closing Ratio
Long Term Follow up
Integrating with other Marketing Efforts
46
F O R D
M O T O R
C O M P A N Y
Grow Traffic and Leads

Advertise your web address
everywhere
Enroll with FordDirect New
and Used
Post Photos of your used
Inventory
Coordinate all your marketing
efforts
47
F O R D
M O T O R
C O M P A N Y
48
F O R D
M O T O R
C O M P A N Y
49
F O R D
M O T O R
C O M P A N Y
Affiliation Strategy & Lead Filtering
~18% Marked
as Invalid
Filter
Improve Lead
Quality
De-Duplicate
Validate
Dealer
50
F O R D
M O T O R
C O M P A N Y
everywhere on the
Internet that buyers
shop!
51
F O R D
M O T O R
C O M P A N Y
52
F O R D
M O T O R
C O M P A N Y
Why Market Used Vehicles

Online?
Used vehicle sales are growing (Adesa)
Franchised dealers gained market share over
independent dealerships. (Adesa)
About half of all late model used-vehicle
buyers use the Internet during their shopping
process. This equates to an estimated 18.8
million used-vehicle sales annually. (J.D. Power)
53
F O R D
M O T O R
C O M P A N Y
Automotive Internet Usage

Among Used Vehicle Buyers
54
F O R D
M O T O R
C O M P A N Y
55
F O R D
M O T O R
C O M P A N Y
Enroll today and youll get your first 30 days Free
56
F O R D
M O T O R
C O M P A N Y
Missed
Opportunities
Customers
dont
always
send a Lead
57
F O R D
M O T O R
C O M P A N Y
We recognize that the

Internet is part of our
customers decision making
process today!
More than 75% of customers visit the web,
Some will click and send a request.
Some will call.
Some will print and walk in with the info.
58
F O R D
M O T O R
C O M P A N Y
How many people

are visiting your
website?
59
F O R D
M O T O R
C O M P A N Y
61
F O R D
M O T O R
C O M P A N Y
62
F O R D
M O T O R
C O M P A N Y
63
F O R D
M O T O R
C O M P A N Y
Best practice example

of Integrated Marketing
64
F O R D
M O T O R
C O M P A N Y
$500.00
Military Rebate Offer
65
F O R D
M O T O R
C O M P A N Y
Same message in each media
66
F O R D
M O T O R
C O M P A N Y
Extended Long Term

Follow Up
Bulk Email with existing content to help
capture an additional 50% of your sales
67
F O R D
M O T O R
C O M P A N Y
Press Send
Pick your template
68
F O R D
M O T O R
C O M P A N Y
Integrated Marketing
3.
How do eTools increase productivity?

Salespoint Highlights
DealerConnection Web Site
Site Integration
69
F O R D
M O T O R
C O M P A N Y
Salespoint Highlights
Schedule in advance a birthday,

maintenance message for each of your
customers
Automatic Lead De-duplication and
Assignment
Enhanced
Calendar functionality
70
F O R D
M O T O R
C O M P A N Y
Create custom specials

with Coupons
71
F O R D
M O T O R
C O M P A N Y
Unique phone number to

your Internet Department
72
F O R D
M O T O R
C O M P A N Y
f
o
s
e
g
a
p
0
8
t
r
n
e
v
e
t
o
n
o
o
t
c
k
n
i
L
73
F O R D
M O T O R
C O M P A N Y
eBusiness
4. Training
L2e Web Based

TAC Technical Assistance Center
Internet Managers Seminar
In Dealership
74
F O R D
M O T O R
C O M P A N Y
75
F O R D
M O T O R
C O M P A N Y
(TAC)
Technical Assistance Center
800-357-7932
Toll Free eTools Support
Conference Call Training
Registering your web address (URL)
76
F O R D
M O T O R
C O M P A N Y
FREE Internet Managers

Seminar
1.
2.
3.
4.
5.
6.
Dispel common eBusiness Myths

Increase your lead volume
Your metrics, where you stand
Missed opportunities
Best practices for process and eTools
Next steps and where to go for Help
77
F O R D
M O T O R
C O M P A N Y
In-dealership training
Includes eBusiness and Retail
Trade Cycle Management
Enroll at the end of the Seminar
78
F O R D
M O T O R
C O M P A N Y
eBusiness Action Items

Review eMetrics monthly at management
meetings
Integrate your web sites with your advertising
Enroll in FordDirect new and used vehicle
services
Empower your team
Respond quickly
Implement long term follow up
Utilize training available
79
F O R D
M O T O R
C O M P A N Y
10
Minute Break
80
F O R D
M O T O R
C O M P A N Y
F O R D
M O T O R
C O M P A N Y
81
F O R D
M O T O R
C O M P A N Y
Part Two
RTCM
Retail Trade
Cycle Management
82
F O R D
M O T O R
C O M P A N Y
Steve Noonan
Reynolds Consulting Services
83
F O R D
M O T O R
C O M P A N Y
84
F O R D
M O T O R
C O M P A N Y
Why RTCM Level 2

Changes & Improvements
Challenges in the Marketplace
Increased Ford Motor Company
support
New LSI Enhancements and
Solutions
Best practices from Dealerships
today
85
F O R D
M O T O R
C O M P A N Y
Challenges in the Marketplace

There are only 2 ways to grow Sales:
1. Acquire new Customers at a cost of
$520 each
2. Recycle existing Customers at an
accelerated rate
86
F O R D
M O T O R
C O M P A N Y
Challenges in the
Dealership
Time Management
Pay Plans Incentives
Salespeople making calls
Training & Turnover
Product Knowledge during appointment
Dealer & Management support
87
F O R D
M O T O R
C O M P A N Y
What Does Ford Provide?

NEWLY ENHANCED quarterly lists of your previously
sold retail Customers who meet Highly In Market criteria
Expanded lists now contain both Ford Credit and
Non-Ford Credit Customers NEW!
Marketing Point Opportunities and Enhancements
Subsidized In-Dealership Training Earnback
based on Retail Sales and RCL volume NEW!
88
F O R D
M O T O R
C O M P A N Y
Information on Customer Lists

Customer Name / Address / Telephone
VIN, Model Year, Model, Salesperson Name
Contract Date, Sales Price, # of Payments Made
Amount Financed, Unpaid Balance
APR/Term, Monthly Payment, Est. Equity Amount
Pre-Approval (PRO Plus), Other Promotional Offers
NEW!
Sales Delivery Type A, X & Z Plan NEW!
# of F/L/M vehicles in Household NEW!
Email addresses COMING SOON!
Well cover in detail with your team tomorrow

89
F O R D
M O T O R
C O M P A N Y
RTCM Sales Headlines

SALES VOLUME
1st Quarter 2003
1st Quarter 2002
52,374
5,109
CLOSING RATES
1st Quarter 2003
1st Quarter 2002
7.8%
4.6%
Based upon actual sales to Customers on the RTCM Lists
90
F O R D
M O T O R
C O M P A N Y
ABC Ford Close Rates
91
F O R D
M O T O R
C O M P A N Y
Peopl
e
Pay
Plans
Retail Trade Cycle

Management
Level 2
Plac
e
Process
26
92
F O R D
M O T O R
C O M P A N Y
Self Assessment
Do You
Download Customer lists from Ford and your
DMS into a CRM Solution?
Target Opportunity Customers based upon

current Marketing Campaigns?
Have dedicated personnel to contact these

Customers?
Follow a script on Phone Contact?

Know when an Appointment is scheduled, kept
and the outcome?
93
F O R D
M O T O R
C O M P A N Y
Self Assessment
Do You
Call to confirm Appointments?
Develop a Strategy prior to Customer arrival?
Present the Value Added Worksheet?
Follow-up with your Customers until they buy
or request you to stop?
Have a Pay Plan that drives your Goals?

Have a standard set of metrics that you review
regularly?
94
F O R D
M O T O R
C O M P A N Y
RTCM Manager Class

During the managers class well
answer all these questions and
describe what steps your dealership
can take to benefit from this
tremendous opportunity
95
F O R D
M O T O R
C O M P A N Y
Dealer Best Practices

Sent a Post Card before calling the Customer
Utilized non-Salespeople to make Calls
Prior Sales Experience may not be required
Work hours included Weekends & Evenings
Used all Ford Customer lists (DealerDirect,
Marketing Point, etc.)
Accountability was a critical part of their process
96
F O R D
M O T O R
C O M P A N Y
We also Discovered
Customers close to Owning difficult to work
Our best Prospects were not yet in an equity
position
Initial call Reconnect not Appointment call
Consistent on-going follow-up process leads
to Future sales opportunities
Additional profits: Referrals, Service
appointments, Used Car & Aftermarket
opportunities
97
F O R D
M O T O R
C O M P A N Y
3 Elements
Proces
s
Technolog
y
Trainin
g
98
F O R D
M O T O R
C O M P A N Y
4 Phases of
Retail Trade Cycle
Management Level
2
99
F O R D
M O T O R
C O M P A N Y
Phase One GET READY

Ford Provided Data
Prospects
DMS Data
Sales and Service
Download and filter data
100
F O R D
M O T O R
C O M P A N Y
RTCM 1Q FC Customers in Market - NO Equity
101
F O R D
Customers In Equity 2002 1Q
M O T O R
C O M P A N Y
Reynolds
ADP UCS
102
F O R D
M O T O R
C O M P A N Y
103
F O R D
M O T O R
C O M P A N Y
NEW! Prospect Follow-up

104
F O R D
M O T O R
C O M P A N Y
NEW! Service Follow-up

105
F O R D
M O T O R
C O M P A N Y
Phase Two CONTACT

Reconnect /
Appointment Call
Send Postcard
Before or After
Appointment
Confirmation Call
Management
Strategy
Session
106
F O R D
M O T O R
C O M P A N Y
Good timing, they were thinking about a new vehicle
107
F O R D
M O T O R
C O M P A N Y
l
i
a
Em
109
F O R D
M O T O R
C O M P A N Y
Customer Information
Vehicle/Deal Information
NEW!
Enhanced Format
w/Customer Contact
in Bold
Scheduled Activities
Notes and Contacts
110
F O R D
M O T O R
C O M P A N Y
Phase Three SELL THE VEHICLE

Welcome / Walk
Around Vehicle
Demo / Trade
Evaluation
Value Added
Worksheet
Present
Arithmetic
Introduce
Salesperson
Agreement or Exit
Interview
111
F O R D
M O T O R
C O M P A N Y
Current Cost of Driving = $ 463.00

Per Month
Not Yet
600.00
3 Months Ago
3 Months Ago
75.00
Not Yet
6 Months Ago
25.00
6 Months Ago
75.00
Not Yet
Not Yet
775.00 / 12 = 65.00 Per Mo.
Gas and Go
Cycle
Maintenance
Cycle
Repair Cycle
112
F O R D
M O T O R
C O M P A N Y
Phase Four RESULTS & FOLLOW-UP

Review Metrics
Measure Success
Sold & Unsold

Follow-Up
113
F O R D
M O T O R
C O M P A N Y
Valuable Reports
Traffic Log
Daily Work Plan
Call Results
Appointment Results
Sales Results
Active Prospects
Prospect Sources
Prospect Locations
Survey Results
114
F O R D
M O T O R
C O M P A N Y
115
F O R D
M O T O R
C O M P A N Y
Key Software Components

1. Integrates & Combines Data from all
Sources
2. Handles both Inbound & Outbound
Processes
3. Automates Initial & Ongoing Follow-up
4. Targets Opportunity Customers
5. Centralized Calling Solution
116
F O R D
M O T O R
C O M P A N Y
Key Software Components

6. Scripts for Customer Contact
7. Templates for Post Cards, Letters & email
8. Bulk Mail, e-mail & Export Capabilities
9. Sales Presentations
10.Reports that identify Key Metrics
117
F O R D
M O T O R
C O M P A N Y
Free RTCM Manager Seminar

What to look for in Software and People
Best practices for process
How to integrate with other dealership marketing
efforts
How to take full advantage of sales and service
database
How to overcome challenges
Metrics
118
F O R D
M O T O R
C O M P A N Y
RTCM Action Items

Review Retail Trade Cycle Management metrics
Assign responsibility / accountability
Utilize software application to capture data and
ensure effective follow up
Take advantage of all customer opportunities
Utilize training available
119
F O R D
M O T O R
C O M P A N Y
Steps
Next
120
F O R D
M O T O R
C O M P A N Y
Ellen Nowacki
Dan OConnor
Ford Division
121
F O R D
M O T O R
C O M P A N Y
In-Dealership Level 2
Training
4 Days Integrated Marketing
2 days of eBusiness
2 days of Retail Trade Cycle
Management
122
F O R D
M O T O R
C O M P A N Y
Training
What will your dealership realize
Increase Closing Ratio
Increase effectiveness
Develop accountability
123
F O R D
M O T O R
C O M P A N Y
Training
How will we do it..
Hands on eTools training
Metrics driven action plans
Demonstrate proven dealer best practices in
actual Internet / Retail Trade Cycle Management
customer contacts
124
F O R D
M O T O R
C O M P A N Y
Why should you enroll?

In-dealership training works -- much better
than expected
Participating dealers closing ratio have
improved dramatically for both eBusiness
and RTCM
Trained dealers get better over time it
doesnt wear off
Bottom Line:
2002 Level 1 In-Dealership Training
increased Internet and RTCM closing
ratios by 2.7ppt and 2.5ppt respectively
125
F O R D
M O T O R
C O M P A N Y
In-Dealership Training ROI

Monthly lead volume
Proven Growth
Incremental Volume
Average Gross
Monthly Gross
Annual Gross
RTCM
200
2.5ppt
5 Units
$1,760
$8,800
$105,600
eBusiness
100
2.7ppt
3 Units
$1,760
$5,280
$63,360
$168,960.00
126
F O R D
M O T O R
C O M P A N Y
Enrollment Form
127
F O R D
M O T O R
C O M P A N Y
128
Thank You!
Questions & Answers

2003 Training Pilot Final Dealer With FordDirect Input June

Încărcat de

Informații document

Titlu original

Drepturi de autor

Formate disponibile

Partajați acest document

Partajați sau inserați document

Opțiuni de partajare

Vi se pare util acest document?

Este necorespunzător acest conținut?

Drepturi de autor:

Formate disponibile

2003 Training Pilot Final Dealer With FordDirect Input June

Încărcat de

Drepturi de autor:

Formate disponibile

F O R D

Welcome Ford &

Today is a Training Preview

Agenda Part One

Assess your current performance

Agenda Part Two

Changes & Improvements

Increased Ford Motor Company support

Your Current Performance

New LSI Enhancements and Solutions

Best practices from Dealerships today

Take advantage of next steps

How is BDC training different

Action items for you

New Dealer Overview Report

Question: Is this a good lead?

Would you respond

eMystery Shop Data

eMystery Shop - Study Setup

Shopped Explorer XLT or Eddie Bauer where possible

eMystery Shop - Scoring

FordDirect eMystery Shop

Closing Ratio Index Source: AutoNation

FordDirect Mystery Shop

Offered Next Steps

Confirmed Vehicle in Inventory

Provide Reason to Act Quickly

From our surveys we find a lot

From our surveys we find a lot

What are the reports?

Where do Ford sourced leads come from?

Lead Details Report

Dealer Overview Report

Dealer Name & Web Address

Dealer Overview Report

Items to look for

Items to look for

FordDirect Dealer Value Statements

New Vehicle Services

Used Vehicle Services

3 to 5 calls for every lead sent

When a customer submits a request

Held for 180 Days

Ford Source Only

Held for 180 Days

Ford Source Only

Vehicle Sold and Sale is Entered

The Best Way to Ensure Better

Lead Details Report

85% Online customers submit only one

Lead Details Report

Customers are in your own market

Customers will accept alternatives

Time between request date and sale date varies

Total Ford Salespoint Internet

Lincoln Mercury leads are on a similar growth trend

*(3rd Party, New, Used, and Dealer Leads Combined)

*Sales based on CKS sales match to unique Ford/FordDirect leads only

Grow Traffic and lead volume

Grow Traffic and Leads

Affiliation Strategy & Lead Filtering

Why Market Used Vehicles

Automotive Internet Usage