Escolar Documentos
Profissional Documentos
Cultura Documentos
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
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Atlanta Region
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Welcome
Charlotte Ford &
Lincoln Mercury
Dealers
Brian Bell District Manager
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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Please Welcome
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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Bill Cress
Reynolds Consulting Services
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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Your opportunities
Enroll in FordDirect / DealerDirect for both
new and used
Increase your closing rates on eBusiness
and RTCM 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
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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Todays Agenda
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eBusiness
1. How are you performing now?
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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NO Response
Received
Response
Received
Area of Opportunity: 113 of 254 dealers did not send an email or call the customer
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84 out of 118 dealers sent an email on the same day the lead was
received
Average response time = 9 hours, 18 minutes / Median response time = 2 hrs,
38 min.
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Contact Quickly
20% Higher closing ratio with Dealer who respond within 15 Minu
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Content of Response
Quality and Contact Information
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Number one
customer want
Out of 254 dealers, only 43 stated a price for the vehicle
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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Over half of the respondents (64) gave status of the vehicles availability
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Metrics
Where are the metric reports?
FMC Dealer
23
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Sales Match
How closing ratios are
calculated!
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Customer
Information
captured when
lead is submitted
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Customer
Information
captured when
lead is submitted
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March
March
March
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2001
2002
2003
13,874
14,000
12,000
10,000
8,173
8,000
6,000
4,407
4,000
2,000
0
Mar
41
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FordDirect /
Ford Division
Leads
Sales
Closing
Ratio
205
13
6.4%
Purchased from
Other Dealer
Lost
Sales
Closing
Ratio
Total
Sales
Closing
Ratio
20
9.7%
33
16.0%
42
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ng lers
i
m ea
r
o
rf n D
e
p g io
p
To a Re
t
n
a
l
At
Leads: Received January 1, 2003-March 31, 2003 / Sales: Occurring from January 1, 2003 - March 31, 2003 Reported by April 22, 2003
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eBusiness
2. How to grow sales
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FordDirect.com
New Vehicle
Services
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~18% Marked
as Invalid
Filter
Improve Lead
Quality
De-Duplicate
Validate
Dealer
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FordDirect is
everywhere on the
Internet
that buyers visit!
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53
56
+31
87
contacts
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Missed
Opportunities
Customers
dont
always
send a Lead
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Larry Kraus
Reynolds Consulting Services
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262
-13
249
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$500.00
Military Rebate Offer
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Traditional Advertising
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In your email
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In the mail
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Press Send
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Integrated Marketing
3. How can eTools increase productivity
Salespoint Highlights
DealerConnection Web Site
Site Integration
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Salespoint Highlights
SP6.5 allows you to schedule delivery of e-mails in the
future
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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
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eBusiness
4. Training
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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)
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In-dealership training
Includes eBusiness and RTCM
Enroll at the end of the Seminar
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eBusiness
5. Action Items
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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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Debi Bruchwalski
Al Mullins
Reynolds Consulting Services
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Challenges in the
Dealership
Time Management
Pay Plans Incentives
Salespeople making calls
Training & Turnover
Product Knowledge during appointment
Dealer & Management support
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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95
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52,374
5,109
CLOSING RATES
1st Quarter 2003
1st Quarter 2002
7.8%
4.6%
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Peopl
e
Pay
Plans
Plac
e
Process
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26
98
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Self Assessment
Do You
Download Customer lists from Ford and your
DMS into a CRM Solution?
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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?
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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
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3 Elements
Proces
s
Technolog
y
Trainin
g
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4 Phases of
Retail Trade Cycle
Management Level
2
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Prospects
DMS Data
Sales and Service
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Reynolds
ADP UCS
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
107
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C O M P A N Y
Send Postcard
Before or After
Appointment
Confirmation Call
Management
Strategy
Session
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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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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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l
i
a
Em
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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
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C O M P A N Y
Demo / Trade
Evaluation
Value Added
Worksheet
Present
Arithmetic
Introduce
Salesperson
Agreement or Exit
Interview
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M O T O R
C O M P A N Y
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
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122
F O R D
M O T O R
C O M P A N Y
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123
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
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124
F O R D
M O T O R
C O M P A N Y
Key Technology
Components
125
F O R D
M O T O R
C O M P A N Y
People
Pay Plans
Place
Process
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126
F O R D
M O T O R
C O M P A N Y
People
Pay Plans
Organized
Team Player
Phone Skills
Place
Process
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127
F O R D
M O T O R
C O M P A N Y
People
Pay Plans
Quiet
Computer
Phone
Place
Process
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128
F O R D
M O T O R
C O M P A N Y
People
Pay Plans
Integrated Data
Scripts
Follow-up
Place
Process
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129
F O R D
M O T O R
C O M P A N Y
People
Pay Plans
Goal Oriented
Reward Results
Drives ROI
Place
Process
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130
F O R D
M O T O R
C O M P A N Y
People
Pay Plans
Opportunities
Results
Metrics
Place
Process
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131
F O R D
M O T O R
C O M P A N Y
Steps
Next
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132
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 RTCM
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F O R D
M O T O R
C O M P A N Y
In-Dealership Level 2
Training
What will your dealership realize
Increase Closing Ratio
Increase effectiveness
Develop accountability
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F O R D
M O T O R
C O M P A N Y
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 / RTCM customer contacts
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135
Bottom Line:
2002 Level 1 In-Dealership
Training increased Internet
and RTCM closing ratios by
2.7ppt and 2.5ppt
respectively
F O R D
M O T O R
C O M P A N Y
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
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137
F O R D
M O T O R
C O M P A N Y
Enrollment Form
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138
F O R D
M O T O R
C O M P A N Y
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139
Thank You!
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