2003 Training Atlanta Pilot Final Dealer Meeting

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
Atlanta Region
F O R D
M O T O R
C O M P A N Y
Welcome
Brian Bell District Manager
Jessica Heckner Zone
Manager
F O R D
M O T O R
C O M P A N Y
Please Welcome
Robert Keller - Ford Trade Cycle Manager
Leo Hillock FordDirect COO
Kim Biechele L/M Trade Cycle Manager
F O R D
M O T O R
C O M P A N Y
Bill Cress
Reynolds Consulting Services
F O R D
M O T O R
C O M P A N Y
We bet you are

wondering
What is Integrated Marketing?
Developing a consistent marketing message
utilizing the people and tools you have available
today, to sell and service more vehicles less
expensively.
How Can We help?

Utilizing and integrate the training opportunities
Ford & L/M have to move you to the next level
F O R D
M O T O R
C O M P A N Y
2003 Integrated Marketing

Training
Combine RTCM Level 2 with advanced

eMarketing
Incorporate FordDirect message
Combine tools and processes
Link classroom and in-dealership
Shared accountability message
F O R D
M O T O R
C O M P A N Y
Integrated Marketing Agenda
How are you performing now

How to grow sales
How can eTools increase productivity
How to manage your eBusiness
How to utilize RTCM to retain your
customers
F O R D
M O T O R
C O M P A N Y
Your opportunities
Improve your processes and increase your
profits
Enroll in FordDirect / DealerDirect for both
new and used
Increase your closing rates on eBusiness
and RTCM by signing up for the advanced indealership training today
Jump start that training by sending your
people to the free seminars over the next two
days
10
F O R D
M O T O R
C O M P A N Y
Integrated Marketing
By the end of this meeting, you will be able to:
Review Metrics monthly at management meetings

Integrate your web sites with your advertising
Empower your team
Respond quickly
Implement long term follow up
Utilize tools and training available
11
F O R D
M O T O R
C O M P A N Y
eBusiness
1. How are you performing now
Question??
New Dealer Overview Report
New Lead Details Report
Review top performing dealers metrics
How to get more sales from the opportunities you
have
12
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
Has a Ford to Trade
Provided complete contact data
Lives within 15 miles of your Dealership
Would you respond

to this customer?
13
F O R D
M O T O R
C O M P A N Y
eMystery Shop Data
14
F O R D
M O T O R
C O M P A N Y
eMystery Shop - Study Setup

Cobalt shopped 257 Atlanta 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
15
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?
16
F O R D
M O T O R
C O M P A N Y
FordDirect eMystery Shop

Atlanta Region
Level of Overall Participation (Email or Phone Call)
NO Response
Received
Response
Received
Area of Opportunity: 113 of 254 dealers did not send an email or call the customer
17
F O R D
M O T O R
C O M P A N Y
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.
18
F O R D
M O T O R
C O M P A N Y
Content of Response
Quality and Contact Information
19
F O R D
M O T O R
C O M P A N Y
Number one
customer want
Out of 254 dealers, only 43 stated a price for the vehicle
20
F O R D
M O T O R
C O M P A N Y
108 dealers included next steps in their response
21
F O R D
M O T O R
C O M P A N Y
Over half of the respondents (64) gave status of the vehicles availability
22
F O R D
M O T O R
C O M P A N Y
Most dealers (110) did not offer alternative choices

23
F O R D
M O T O R
C O M P A N Y
Many of the dealers (89) did not give a reason to buy from their
dealership (i.e. didnt offer special or additional services, etc.)
24
F O R D
M O T O R
C O M P A N Y
Metrics
Where are the metric reports?
FMC Dealer
What are the reports?

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

DealerConnection Website
FordDirect Website
FordDirect Affiliate Partners
25
Lead Details Report
F O R D
M O T O R
C O M P A N Y
29
F O R D
M O T O R
C O M P A N Y
30
F O R D
M O T O R
C O M P A N Y
Customers on-line do purchase

vehicles
31
F O R D
M O T O R
C O M P A N Y
32
F O R D
M O T O R
C O M P A N Y
Sales Match
How closing ratios are
calculated!
33
F O R D
M O T O R
C O M P A N Y
When a customer submits a request
34
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
35
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
36
F O R D
M O T O R
C O M P A N Y
Words of caution regarding

closing ratios!
No Match due to:
Customer buys Used Vehicle
Sales reported after close
Names do not match
Make sure that e-mail address is submitted
when sale reported insures a match
37
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
38
F O R D
M O T O R
C O M P A N Y
Customers are in your own market

39
F O R D
M O T O R
C O M P A N Y
Customers will accept alternatives

40
F O R D
M O T O R
C O M P A N Y
Time between request date and sale date

varies
41
F O R D
M O T O R
C O M P A N Y
24 Hour Customer Survey
42
F O R D
M O T O R
C O M P A N Y
YES
NO
43
F O R D
M O T O R
C O M P A N Y
44
F O R D
M O T O R
C O M P A N Y
45
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:
46
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
47
F O R D
M O T O R
C O M P A N Y
Total Salespoint Internet Leads

Q1 2003 Leads = 455,050
Up 38% over 2002
March
March
March
*(3rd Party, New, Used, and Dealer Leads Combined)

48
F O R D
M O T O R
C O M P A N Y
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
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

49
F O R D
M O T O R
C O M P A N Y
Average Top 1200 Atlanta

Dealer
FordDirect /
Ford Division
Leads
Sales
Closing
Ratio
205
13
6.4%
Purchased from
Other Dealer
Total Leads Closed

by Ford
Lost
Sales
Closing
Ratio
Total
Sales
Closing
Ratio
20
9.7%
33
16.0%
Leads: Received January 1, 2003-March 31, 2003

Sales: Occurring from January 1, 2003 - March 31, 2003 Reported by April 22, 2003
50
F O R D
M O T O R
C O M P A N Y
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
51
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
52
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
53
F O R D
M O T O R
C O M P A N Y
54
F O R D
M O T O R
C O M P A N Y
FordDirect.com
New Vehicle
Services
55
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
56
F O R D
M O T O R
C O M P A N Y
FordDirect is
everywhere on the
Internet
that buyers visit!
57
F O R D
M O T O R
C O M P A N Y
Affiliations
58
F O R D
M O T O R
C O M P A N Y
Affiliations
59
F O R D
M O T O R
C O M P A N Y
60
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)
61
F O R D
M O T O R
C O M P A N Y
Automotive Internet Usage

Among Used Vehicle Buyers
62
F O R D
M O T O R
C O M P A N Y
Have you enrolled in FordDirect pre-owned?
63
56
+31
87
contacts
F O R D
M O T O R
C O M P A N Y
Missed
Opportunities
Customers
dont
always
send a Lead
66
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.
67
F O R D
M O T O R
C O M P A N Y
Larry Kraus
68
F O R D
M O T O R
C O M P A N Y
How many people

are visiting your
website?
69
F O R D
M O T O R
C O M P A N Y
71
F O R D
M O T O R
C O M P A N Y
72
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
Lets do the Math

Unique Visitors:
262
Leads from Site:
-13
Visitors who did not click:
249
What did the 249 people do?

78
F O R D
M O T O R
C O M P A N Y
Some people called

Whos Calling reports that dealers will
receive 3 to 5 times as many calls as
leads.
13 leads + 39 calls = 52
Opportunities
Some
people walked in
Today, 60% of our customers are
visiting the Internet before they buy.
Lincoln Mercury had the largest
increase in Internet use. Are they
visiting your site?
79
F O R D
M O T O R
C O M P A N Y
80
F O R D
M O T O R
C O M P A N Y
You have the
people
You have the
tools
Empower them
to execute
81
F O R D
M O T O R
C O M P A N Y
Four keys to Internet Success

1. SPEEDY RESPONSE
What ever you are doing is not fast enough, and be
sure to include: Availability, Price, Alternatives
2. SELLING THE APPOINTMENT

Using the phone and e-mail, sell appointments
3. SELL THE VEHICLE

At the dealership, not on the phone or e-mail
4. FOLLOW UP
Until the customers buy or ask you to stop
82
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
83
F O R D
M O T O R
C O M P A N Y
Speed is a Key to Internet

Success
Step 1:
Get a e-mail type pager
Step 2:
Set up Salespoint so that a copy of the
auto-response is forwarded to the beeper
Step 3:
Make sure that someone in the store is responsible
for answering the leads, and carries the beeper
whenever your store is open
84
Step
1:
Step 2:
F O R D
M O T O R
C O M P A N Y
1. Speed is a Key to Internet

Success
Speed does you no good if:
Your only response is an auto-response
You dont answer their questions
Dont use choices to promote conversation
87
F O R D
M O T O R
C O M P A N Y
Contact
by phone
Set Appointment
80% closing
ratio on showed
appointments
88
F O R D
M O T O R
C O M P A N Y
Best practice example

of Integrated Marketing
89
F O R D
M O T O R
C O M P A N Y
$500.00
Military Rebate Offer
90
F O R D
M O T O R
C O M P A N Y
Traditional Advertising
91
F O R D
M O T O R
C O M P A N Y
On your web site
92
F O R D
M O T O R
C O M P A N Y
In your email
93
F O R D
M O T O R
C O M P A N Y
In the mail
94
F O R D
M O T O R
C O M P A N Y
With Marketing Point
95
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
96
F O R D
M O T O R
C O M P A N Y
97
F O R D
M O T O R
C O M P A N Y
Copy content from your web

site
98
F O R D
M O T O R
C O M P A N Y
Press Send
Pick your template
99
F O R D
M O T O R
C O M P A N Y
Integrated Marketing
3. How can eTools increase productivity
Salespoint Highlights
DealerConnection Web Site
Site Integration
100
F O R D
M O T O R
C O M P A N Y
Automatically assign leads to your team based on vehicle make
Now SP6.5 can distribute leads based on model and

trim
101
F O R D
M O T O R
C O M P A N Y
SP6.5 uses technology to check incoming leads for
possible duplications
Quickly merge,
deleteor
the lead
on the
accept
new Resolve
Duplicate
Customer page
Spend less time trying to figure out whether that new lead is a
duplicate.
102
F O R D
M O T O R
C O M P A N Y
Enhanced Calendar right on the homepage
similar to Microsoft Outlook
As you work
your leads
SP6.5 will
automatically
insert actions
into your
calendar
Start your day with a complete daily, weekly or Monthly

outlook
103
F O R D
M O T O R
C O M P A N Y
SP6.5 allows you to schedule delivery of e-mails in the
future
schedule in advance a birthday,

maintenance message for each of your
customers
104
F O R D
M O T O R
C O M P A N Y
Create custom specials

with Coupons
105
F O R D
M O T O R
C O M P A N Y
Unique phone number to

your Internet Department
106
F O R D
M O T O R
C O M P A N Y
Web Site Integration
107
F O R D
M O T O R
C O M P A N Y
108
F O R D
M O T O R
C O M P A N Y
109
F O R D
M O T O R
C O M P A N Y
114
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
118
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
119
F O R D
M O T O R
C O M P A N Y
120
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)
121
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
122
F O R D
M O T O R
C O M P A N Y
In-dealership training
Includes eBusiness and RTCM
Enroll at the end of the Seminar
123
F O R D
M O T O R
C O M P A N Y
eBusiness
5. How to manage your eBusiness
Action Items
Review eMetrics monthly at management

meetings
Integrate your web sites with your advertising
Empower your team
Respond quickly
Implement long term follow up
Utilize training available
124
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
125
F O R D
M O T O R
C O M P A N Y
Debi Bruchwalski
126
F O R D
M O T O R
C O M P A N Y
127
F O R D
M O T O R
C O M P A N Y
RTCM Level 2
Changes & Improvements
Challenges in the Marketplace
Increased Ford Motor Company support
New LSI Enhancements and Solutions
Best practices from Dealerships today
128
F O R D
M O T O R
C O M P A N Y

Customer Loyalty and Retention is
diminishing at an alarming rate.
U.S. companies are losing Customers at
10% to 30% per year
Two-thirds of Customers that switched said
they felt neglected by the Company they used
to patronize
129
F O R D
M O T O R
C O M P A N Y

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
130
F O R D
M O T O R
C O M P A N Y
Challenges in the
Dealership
Dealer & Management support

Time Management
Pay Plans Incentives
Lack of Process
Salespeople making calls
Training
Turnover of Salespeople
Accuracy of Data Bad information
Product Knowledge - Salespeople handling appt.
131
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!
132
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!
133
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
134
F O R D
M O T O R
C O M P A N Y
RTCM Regional Close Rates

Northwest
6.4%
Boston
Twin Cities
6.8%
New York
7.3%
Chicago
5.8%
Denver
California
7.2%
Kansas City
6.3%
Detroit
Pittsburgh
7.9%
Philadelphia
7.6%
6.5%
Cincinnati
7.0%
7.2%
Washington
DC
6.5%
Memphis
Southwest
7.0%
6.8%
Atlanta
7.9%
8.0%
April 2003
Orlando
7.5%
Average Close Rate

7.2%
135
F O R D
M O T O R
C O M P A N Y
Atlanta Region RTCM Close Rates
137
F O R D
M O T O R
C O M P A N Y
ABC Ford Close Rates
138
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
139
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?
140
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?
141
F O R D
M O T O R
C O M P A N Y
Dealer Best Practices

Sent a Letter or Post Card before calling the
Customer
Utilize 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, TermTracker, etc.)
Accountability was a critical part of their
process
142
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
Dealership personnel calling Personal touch
143
F O R D
M O T O R
C O M P A N Y
3 Elements
Proces
s
Technolog
y
Trainin
g
144
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
145
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
146
F O R D
M O T O R
C O M P A N Y
Al Mullins
LSI Software
A Division of the Reynolds & Reynolds Company
147
F O R D
M O T O R
C O M P A N Y
RTCM 1Q FC Customers in Market - NO Equity
148
F O R D
Customers In Equity 2002 1Q
M O T O R
C O M P A N Y
Reynolds
ADP UCS
149
F O R D
M O T O R
C O M P A N Y
150
F O R D
M O T O R
C O M P A N Y
NEW! Prospect Follow-up

151
F O R D
M O T O R
C O M P A N Y
NEW! Service Follow-up

152
F O R D
M O T O R
C O M P A N Y
NEW!
Automatic Activities can

be assigned to a
Salesperson
153
F O R D
M O T O R
C O M P A N Y
154
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
155
F O R D
M O T O R
C O M P A N Y
156
F O R D
M O T O R
C O M P A N Y
157
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
158
F O R D
M O T O R
C O M P A N Y
159
F O R D
M O T O R
C O M P A N Y
160
F O R D
M O T O R
C O M P A N Y
161
F O R D
M O T O R
C O M P A N Y
l
i
a
Em
162
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
163
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
164
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
165
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
166
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
Pending Lease Terminations
Pending Lease Extensions
Survey Results
167
F O R D
M O T O R
C O M P A N Y
NEW!
Prioritized
Activities
168
F O R D
M O T O R
C O M P A N Y
Key Technology
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
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
169
F O R D
M O T O R
C O M P A N Y
People
Pay Plans
Retail Trade Cycle

Management
Level 2
Place
Process
170
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
171
F O R D
M O T O R
C O M P A N Y
People
Pay Plans
Quiet
Computer
Phone
Place
Process
172
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
173
F O R D
M O T O R
C O M P A N Y
People
Pay Plans
Goal Oriented
Rewards Results
Drives ROI
Place
Process
174
F O R D
M O T O R
C O M P A N Y
People
Pay Plans
Opportunities
Results
Metrics
Place
Process
175
F O R D
M O T O R
C O M P A N Y
Steps
Next
176
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
177
F O R D
M O T O R
C O M P A N Y
Training
What will your dealership realize
Increase effectiveness
Develop accountability
178
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 / RTCM customer contacts
179
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
Copyright 2002 , SAS Institute Inc. All rights reserved.
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
181
F O R D
M O T O R
C O M P A N Y
Enrollment Form
182
F O R D
M O T O R
C O M P A N Y
183
Thank You!
Questions & Answers

2003 Training Atlanta Pilot Final Dealer Meeting

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F O R D

We bet you are

How Can We help?

2003 Integrated Marketing

Combine RTCM Level 2 with advanced

Integrated Marketing Agenda

How are you performing now

Review Metrics monthly at management meetings

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

108 dealers included next steps in their response

Most dealers (110) did not offer alternative choices

What are the reports?

Where do Ford sourced leads come from?

Lead Details Report

Dealer Overview Report

Dealer Overview Report

Customers on-line do purchase

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

Words of caution regarding

Lead Details Report

85% Online customers submit only one

Customers are in your own market

Customers will accept alternatives

Time between request date and sale date

24 Hour Customer Survey

From our surveys we find a lot

From our surveys we find a lot

Total Salespoint Internet Leads

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

Year over Year Internet

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

Average Top 1200 Atlanta

Total Leads Closed

Leads: Received January 1, 2003-March 31, 2003

Grow Traffic and lead volume

Grow Traffic and Leads

Affiliation Strategy & Lead Filtering

Why Market Used Vehicles

Automotive Internet Usage

Have you enrolled in FordDirect pre-owned?

We recognize that the

How many people

Lets do the Math

Leads from Site:

Visitors who did not click:

What did the 249 people do?

Some people called

Increase Closing Ratio

You have the