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California Region

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Rome Murphy
Ford Division

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Welcome California
Ford & Lincoln
Mercury Dealers

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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. Retail Trade Cycle Management
2. eBusiness

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Over the Next 2 Days

Tuesday
RTCM
Tuesday
9:00 am 3:00 pm

eBusiness
Tuesday
9:00 am 3:00 pm

Wednesday
RTCM
Wednesday
9:00 am 3:00 pm

eBusiness
Wednesday
9:00 am 3:00 pm

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Debi Bruchwalski
Al Mullins
Reynolds Consulting Services

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How is BDC training different

than RTCM and eBusiness
Training?
Retail Trade Cycle
Management
Unsold
Follow-Up

Prospecting

Inbound
Phone

Internet
Showroom

Service

BDC

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How does eBusiness/RTCM Training

Differ from BDC Launch Training?
eBusiness/RTCM = focus on improving close rates
Metrics
Best Practices
Short Term & Long Term Processes

BDC Launch = installing a new department

People
Technology
Facility

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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
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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 a
accelerated rate

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RTCM Regional Close Rates

Northwest
5.2%

Boston

Twin Cities

6.7%
New York

6.4%
Chicago
5.8%
Denver
6.1%

California

Kansas City

6.3%

Detroit

Pittsburgh

8.0%

Philadelphia

7.3%

6.1%

Cincinnati

6.6%

7.2%
Washington
DC

5.5%
Memphis
Southwest

July
April2003
2003

Average
Rate
Average Close
Close Rate

6.3%

6.9%

Atlanta
7.4%

6.9%
Orlando
7.0%

7.2%
7.2%
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RTCM Sales Headlines

SALES VOLUME
July YTD 2003 RTCM sales - 152,025
July YTD 2002 RTCM sales - 38,381
296% increase in sales year-over-year
CLOSING RATES
July YTD 2003 Closing Ratio 7.2%
July YTD 2002 Closing Ratio 5.9%
1.3 ppt increase year-over-year
Based upon actual sales to Customers on the RTCM Lists
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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

Metrics for retained and lost sales NEW!

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3Q RTCM List Volume

Ford Credit Customers in Equity 256,000
Ford Credit Customers - No Equity
258,000
No Equity/Non-Ford Credit Customers 678,000

Are you getting your share by following up

with these 1,192,000 prospects?

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Information on Customer
Lists Name / Address / Telephone
Customer
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!
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Dealer Name & Web Address

Dealer Overview Report

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ABC Ford Close Rates

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What does this mean to ABC

Ford?
Using the previous metrics, if

74 captured sales x $520 =

$38,480
(Potential advertising dollars spent)

76 lost sales x $1,760 PNVR=

$133,760
(Average loss of gross profit)

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What could this mean to

you?
Using the previous example

Your captured sales x Your cost per

sale = (Potential advertising dollars spent)
Your lost sales x Your
PNVR
=
(Average
loss of gross profit)

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Your Dealership
Captured Sales Advertising Cost

_____________

$____________

RTCM Lost Sales Average PNVR

profit
_____________

$____________

Potential Ad $ spent

$_______________

Avg Loss of Gross

$________________

What is RTCM worth to You?

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RTCM Sales Details Report NEW!

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Technology
1. Integrates & Combines Data from all
Sources
2. Handles both Inbound & Outbound
Processes
3. Automates Initial & Ongoing Followup
4. Targets Opportunity Customers
5. Centralized Calling Solution
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Technology
6. Scripts for Customer Contact
7. Templates for Post Cards, Letters
& e-mail
8. Bulk Mail, e-mail & Export
Capabilities
9. Sales Presentations
10. Reports that identify Key Metrics

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Reynolds
ADP UCS
Customers In Equity 2002 1Q

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Marketing Point Import

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What would happen if

Ford & L/M announce a new program for

Explorers & Mountaineers
For the next 30 days:
$3500 Customer Cash
Additional $1000 Dealer Cash
60 months at 0.0%
What will most Dealers do?
What could You do?
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l
i
a
e-m

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Basic Communication Skills

Sender/Receiver
Connect, Convey & Check
L.A.E.R.
How to better uncover what the customer is
really saying
Help them gain clarity in their wants & needs
Schedule firm appointments

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RTCM Scripts

If this is a good time for you

Same payment vs similar cost of driving
1-10 rate the vehicle
Miles & Maintenance
Verify Customer information
Choice close
Appointments set on the 15 minute mark
Multi-purpose call (Service, aftermarket, etc.)
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RTCM Scripts

Customers
in an
Equity
position

Customers
Not
in an
Equity
position

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Good timing, they were thinking about a new vehicle

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Customer Information
Vehicle/Deal Information

Scheduled Activities
Notes and Contacts
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Situation / Solution

Real life scenarios

Discuss difficult RTCM situations

Group discussions on solutions

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$ 519
3 Months Ago
75.00
600.00
8 Months Ago
6 Months Ago
25.00
12 Months Ago
75.00
Not Yet
Not Yet
775.00 / 12 = 65.00 Per Mo.

Worry Free
Driving

Maintenance
Cycle

Repair Cycle

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Marketing Campaign
Using the recently announced Ford program
Rebate
Dealer Cash
Low rate APR

Which customers to target

What your postcard will say
When to call your customers
What script you will use and what to
modify
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Valuable Reports
Traffic Log
Daily Work Plan
Call Results
Appointment Results
Sales Results
Active Prospects
Prospect Sources
Prospect Locations
Survey Results

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FREE RTCM Beyond Level 2 Seminar will cove

Status of RTCM in todays market
Internal & External Obstacles and Solutions
Your current metrics and how to improve them
today
Real life scenarios alternative ways to handle
them
Basic communication skills
All RTCM scripts thinking and when to use them
Using multiple lists and additional sources for
customers
Value Added Worksheet presentation
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10

Minute Break
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Part Two

eBusines
s
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Doug Mitchell
Reynolds Consulting Services

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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

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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?
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eMystery Shop Data

California Region

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eMystery Shop - Study Setup

Cobalt shopped 131 California Region FordDirect
dealerships
Created 31 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

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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?
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FordDirect eMystery Shop

California Region
Level of Overall Participation (Email or Phone Call)

NO Response
Received

Response
Received

Total of 131 Dealers Shopped

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Email Response Times

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Contact Quickly

20% Higher closing ratio with Dealer who respond within 15 Minu

Closing Ratio Index Source: AutoNation

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Lead Response Time Project

Background
Lead response time is crucial to successful
selling online
Customers are researching online
Shopping Ford & Competition (40% who buy after
submitting a FordDirect lead buy competitive makes)
Looking to shorten the purchase process

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Lead Response Time Project

Current lead management status
Some independent lead management tools
measure lead response time (i.e. Cobalt)
Some manufacturer lead management tools
measure lead response time (GM, DCX, & some
imports)

Ford cannot provide lead response time to our

dealers

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Lead Response Time

Project

Modify Lead Management tools to measure response times

SalesPoint -- November 03
ALM -- Q1 04
Remove lead data from Quick Quote faxes

Improve Performance
4 & 9 Business hour notice for unanswered leads
Enhanced Lead Detail Report information
Provide required template to ensure response quality

Pilot Program Q4 2003 Q2 2004

California & Kansas City (SalesPoint Users) Q4, 2003

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Lead Response Time

Project
Benefits
Dealers will have response time metrics by sales lead
within 48 hours available on FMCDealer.com
Dealers will be notified when leads go unanswered

Issues
Leads forwarded out of SalesPoint/ALM tool(s) cant be
measured Blackberry, PDAs, Cell Phone, Pagers

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Lead Response Time

Project
Next Steps

Provide dealers updated email templates

Launch Salespoint Dealers November 2003
Kick off FordStar broadcast TBA
Detail program description
TAC Conference call training / CD-ROMs

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Content of Response
Quality and Contact Information

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FordDirect Mystery Shop

Data
Topic

Yes

No

Quoted Price

45.7%

54.3%

Offered Next Steps

94.7%

5.3%

Confirmed Vehicle in Inventory

37.2%

62.8%

Offered Alternative

1.1%

98.9%

Dealer Differential

43.6%

56.4%

8.5%

91.5%

Provide Reason to Act Quickly

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Bottom Line
Dealers Shopped
131
Dealers Responded
111

Dealers who Answered

the customers question 51
38.7%
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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:

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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

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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
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M O T O R

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Dealer Overview Report

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Dealer Name & Web Address

Dealer Overview Report

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Items to look for

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Items to look for

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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

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Customers online do
purchase vehicles

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FordDirect Used Monthly Activity

Report
Used Vehicle Services
emailed monthly

3 to 5 calls for every lead sent

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Sales Match
How closing ratios are
calculated!

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When a customer submits a request

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Customer
Information
captured when
lead is submitted

Held for 180 Days

Ford Source Only

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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

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The Best Way to Ensure Better

Closed Sales Matches
Make sure that the customers e-mail
address is submitted with the Retail
Delivery Form when sale reported
this step insures a match

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Lead Details Report

85% Online customers submit only one

lead
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Lead Details Report

Customers are in your own market

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Customers will accept alternatives

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Time between request date and sale date varies

greatly
Can be up to 8 weeks or more
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Total Salespoint Internet Leads

Ford Division
2003 YTD Leads = 1,083,795
Up 51% over 2002

July

July

July

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

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Total Salespoint Internet Leads

Lincoln Mercury
2003 YTD Leads = 87,491

July

July

July

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

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Year over Year Internet

Sales*
Ford Division
2003 YTD Sales = 105,347
Vehicles Up 58% over 2002

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

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Year over Year Internet

Sales*
Lincoln Mercury
2003 YTD Sales = 7,713 Vehicles

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

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eBusiness
2. How to grow sales

Grow Traffic and lead volume

Increase Closing Ratio
Long Term Follow up
Integrating with other Marketing Efforts

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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

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Leo Hillock
FordDirect

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Affiliation Strategy & Lead Filtering

~18% Marked
as Invalid

Filter

Improve Lead
Quality

De-Duplicate
Validate

Dealer

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everywhere on the
Internet that buyers
shop!

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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)

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Automotive Internet Usage

Among Used Vehicle Buyers

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Enroll today and youll get

your first 30 days Free
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New Vehicle Phone Referrals

FordDirect has a new service that will bring you
additional sales opportunities!
FordDirect piloted this service with 26 Ford
dealers from across the country
FordDirect Dealer Advisory Board Members and
FordDirect Board of Directors Members
Referral volume from forddirect.com increased by
as much as 50 percent!

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What is Call Tracking?

Provides a toll free number on the FordDirect website
that is specific to your dealership
Allows you to direct your FordDirect phone referrals to
any phone line in your dealership
Tracks your FordDirect phone referrals and adds
consumer data as leads in SalesPoint (or ALM)
Records your FordDirect phone referrals for training
purposes

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The Call Tracking Launch

Launch Dates
August 15, 2003 Southwest Region
October 1, 2003 Nationally

Launch Details
All dealerships will receive the service free for 60
days
Dealers can call FordDirects Dealer Assistance
Center at 866-550-7812 for questions or to remove
your Call Tracking number from FordDirect.com

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Call Tracking on FordDirect

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Dealer Benefits
Captures high quality FordDirect phone referrals that
increase your lead volume and provide additional sales
opportunities
Measures the results of your FordDirect phone referrals
allowing you to improve the follow-up process
Provides you a tool that can improve your phone skills
and ultimately your closing rate by recording your
FordDirect phone referrals and enabling you to recognize
best practices
Perfect fit with your existing BDC strategy, or helps you
to create one

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SalesPoint Referral

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Call Tracking Pricing

Monthly Subscription rates will only be:
Size
Cost
Top 1200
Mid
Select

$299
$199
$99

No additional fees

No line charges
No per-call fees
No taxes
No set up fee
No air time fee (national coverage)
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What is Call Track - 10

Call Track - 10 provides your dealership with 10
unique toll free numbers that you assign to your
traditional advertising media

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Dealer Benefits
Maximize the effect of your advertising dollars by
measuring where calls are coming from
Capture customer data on calls generated by
your advertising
Use recorded calls to coach your team and
improve their phone selling and service skills
Feed customer data automatically into your
CRM or lead management system

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Call Track - 10 Pricing

Special FordDirect negotiated price for 10 Call
Tracking lines is just $499 per month
Thats 1/3 the price of similar services

No contract commitment
No additional fees

No line charges
No per-call fees
No taxes
No set up fee
No air time fees (national coverage)
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Questions?
FordDirect Dealer
Assistance Center
866-550-7812
inquiry@forddirect.com

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Missed
Opportunities
Customers
dont
always
send a Lead

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We recognize that the

Internet is part of our
customers decision making
process today!
Over 70% of customers visit the web,
Some will click and send a request.
Some will call.
Some will print and walk in with the info.

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How many people

are visiting your
website?

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Best practice example

of Integrated Marketing

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Military Appreciation
Rebate Offer

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Same message in each media

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Extended Long Term

Follow Up
Bulk Email with existing content to help
capture an additional 50% of your sales

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$500.00 eCommerce Rebate

Program Description
Ford Division is pleased to announce an additional
$500.00* Internet appreciation rebate certificate.
California Region Spin
$75.00 - $500.00 Spin (BDC/Sales/Internet Sales Representatives)
Override - $25.00 (BDC/Sales/Internet Managers)

Rebate can be used in addition to existing rebate offers on

all new 2003 and 2004 Ford models with the *exception of
2004 F150.
Program period is September 8, 2003 September 30,
2003
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$500.00 eCommerce Rebate

Program Support
Consumer eMail Notification: consumers will
receive an eCoupon via email from Ford Division
advising them of the special offer as well as a link
to FordVehicles incentive programs
Customer List: a list of eligible customers by
dealer will be posted on FMCDealer.com under the
eBusiness Metrics Report Link. (customer list will be
refreshed daily to reflect sales that occur during the program period)

Sample email Template and Phone Script: will

be provided on FMCDealer.com
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$500.00 eCommerce Rebate

Action Items
Download Customer list
Utilize phone script and email template to
reconnect
Send bulk email to eligible consumers
Implement follow up call campaign
Create a sense of urgency
Make money and have fun!

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Press Send

Pick your template

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Integrated Marketing
3.

How do eTools increase productivity?

Salespoint Highlights
DealerConnection Web Site
Site Integration

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Salespoint Highlights

Schedule in advance a birthday,

maintenance message for each of your
customers
Automatic Lead De-duplication and
Assignment
Enhanced
Calendar functionality
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Create custom specials

with Coupons

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Unique phone number to

your Internet Department

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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
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

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eBusiness
4. Training

L2e Web Based

TAC Technical Assistance Center
Internet Managers Seminar
In Dealership

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(TAC)
Technical Assistance Center

800-357-7932
Toll Free eTools Support
Conference Call Training
Registering your web address (URL)

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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

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

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In-dealership training
Includes eBusiness and Retail
Trade Cycle Management
Enroll at the end of the Seminar

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eBusiness Action Items

Review eMetrics monthly at management
meetings
Integrate your web sites with your advertising
Enroll in FordDirect used vehicle and call
solutions services
Empower your team
Respond quickly
Implement long term follow up
Utilize training available
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Steps

Next
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

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Ellen Nowacki
Ford Division

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In-Dealership Level 2
Training
4 Days Integrated Marketing
2 days of eBusiness
2 days of Retail Trade Cycle
Management

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In-Dealership Level 2
Training
What will your dealership realize
Increase Closing Ratio
Increase effectiveness
Develop accountability

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In-Dealership Level 2
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

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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
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Enrollment Form

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Thank You!

Questions & Answers

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M O T O R

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