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I N TE G R A T E D M A R 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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Today, we will Discuss

RTCM Level 2 Changes &
Improvements
Challenges in the Marketplace
Increased Ford Motor Company
support
New LSI Enhancements and Solutions
Best practices from Dealerships today
I N TE G R A T E D M A R 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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Challenges in the Marketplace

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
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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 an accelerated
rate

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What Does Ford Provide?

Newly enhanced quarterly manifests 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!
Subsidized In-Dealership Training Earnback
based on Retail Sales and RCL volume NEW!
Marketing Point Opportunities and
Enhancements

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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)
Sales Delivery Type, Other Promotional Offers
NEW!
# of F/L/M vehicles in Household NEW!
A, X & Z Plan NEW!
Email addresses COMING SOON!
I N TE G R A T E D M A R 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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RTCM Sales Headlines

March 2003 22,590

March 2002 3,772
Difference

+18,818

600% Increase
Based upon actual sales to Customers on the RTCM
Manifests
I N TE G R A T E D M A R 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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RTCM Regional Close

Rates
Northwest
6.3%

Boston

Twin Cities

6.6%
New York

6.9%
Chicago
5.7%
Denver
California

6.9%

Kansas City

6.2%

Detroit

Pittsburgh

7.8%

Philadelphia

7.7%

6.1%

Cincinnati

7.0%

7.1%
Washington
DC

6.6%
Memphis
Southwest

March 2003

7.1%

6.5%

Atlanta
7.9%

8.0%

Average Close Rate

7.1%
I N TE G R A T E D M A R 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

Orlando
7.3%

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Assessment

Your Current
RTCM Process

Self Evaluation
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Peopl
e

Pay
Plans

Retail Trade Cycle

Management
Level 2

Plac
e

Process

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People
Do you have dedicated personnel to
manage your RTCM process?
Are they full time or part time?
Have they been trained on the
process, scripts & LSI or other
software solution?
Is it the right person(s)?
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People

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Place
Do you have a private area to make
calls?
Do you have a designated place to
meet with your Customers?
Do you have a dedicated PC with highspeed Internet & DMS access?
Do you have a color printer?

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Process
Get Ready
Do your People know how to download
Customer manifests?
Are they downloading from FMC Dealer on a
regular basis?
Are they downloading from your DMS system?
Are they using LSI or another Software
Solution?
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Process
Contact
Are they following the Scripts?
Do they send a Post Card?
Do you utilize email?
Are they making appointment
Confirmation Calls to improve show
rates?
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Process
Sell the Vehicle
Does your Sales Team have the Customer and
Vehicle information at their fingertips?
Does your Sales Team develop a strategy prior
to the Customer arriving at the Dealership?
Is the Customer Experience the same for a
Scheduled Appointment and a Walk-in?
Are you using the Value Added Worksheet?

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Process
Follow-up
How do you Track Results and
Measure Success?
What is your Sold Follow-up process
after a Customer takes delivery?
What is your Follow-up process for
Customers that did not Buy?
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Pay Plans
Does your Pay Plan drive your
Goals?
Do you Bonus on Appointments
Kept in addition to Sales?
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Best Practices
People
Assigned people whose primary
responsibility is RTCM
Assigned a Manager to help prioritize
contacts
Sales experience may not be required
Work hours included weekends and
evenings
Paid a salary plus bonuses for
Appointments Kept and Sales generated
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Best Practices
Process

Sent a letter or postcard before calling

the Customer
Used LSI or another software solution
Used all Ford Customer lists
(DealerDirect, Marketing Point,
TermTracker, etc.)
Downloaded Sales & Service Customers
from their DMS
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Best Practices
Track Results
Management involvement in tracking
performance was key
Measured Calls Made, Appointments
Kept, and Sales Generated
Utilized Automated Tracking tools to
simplify and standardize reporting
Accountability was a critical part of their
process
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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 & Aftermarket opportunities
Dealership personnel calling Personal touch
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3 Elements
Proces
s

Technolog
y

Trainin
g

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4 Phases of
Retail
Trade Cycle
Managemen
t
Level 2

C O M P A N Y

Phase

Get Ready

Phase

Phase

Follow Up

Contact

Phase

Sell The Vehicle

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Phase One GET READY

Ford Provided Data

Prospects

DMS Data
Sales and Service

Download and filter data

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RTCM 1Q FC Customers in Market - NO Equity

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NEW! Prospect Follow-up

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NEW! Service Follow-up

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Customers In Equity 2002 1Q

M O T O R

C O M P A N Y

Reynolds
ADP UCS

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NEW! Lookup Multiple Years, Makes or

Models by putting a ; between the names.

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Phase Two CONTACT

Reconnect /
Appointment Call

Send Postcard
Before or After

Appointment
Confirmation Call

Management
Strategy
Session

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NEW!

Automated
Follow-up

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Good timing, they were thinking about a new vehicle

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l
i
a
Em

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NEW!

Graphics
Capabilit
y

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Customer Information
Vehicle/Deal Information

NEW!

Enhanced Format
w/Customer Contact
in Bold

Scheduled Activities
Notes and Contacts

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NEW!

Bookmark
Feature

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NEW!

Automatic Activities can

be assigned to a
Salesperson

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Phase Three SELL THE VEHICLE

Welcome / Walk
Around Vehicle

Demo / Trade
Evaluation

Value Added
Worksheet

Present
Arithmetic

Introduce
Salesperson

Agreement or Exit
Interview

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C O M P A N Y

Gas and Go
Cycle

Maintenance
Cycle

Repair Cycle

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Phase Four RESULTS & FOLLOW-UP

Review Metrics
Measure Success

Sold & Unsold

Follow-Up

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NEW!

Traffic Log
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NEW!

Prioritized
Activities

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Thinking Tools Training

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People

Place

Pay Plans

Retail Trade Cycle

Management
Level 2
Process

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PROCESS

M O T O R

PEOPLE

C O M P A N Y

PLACE

PAY PLANS

Retail Trade Cycle Management

Specialist/Coordinator Personality
Profile
Organized and detail oriented

Good telephone skills

People person / Team Player
Able to handle complaints
Works well with structure
Can handle a job start to finish
Not a Manager or Sales Consultant
Needs flexible hours
Diplomatic / Strong Closer
Understands Trade Cycle Technology
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PROCESS

M O T O R

PEOPLE

C O M P A N Y

PLACE

PAY PLANS

Retail Trade Cycle Management

Specialist/Coordinator Job Description

Download lists from Ford into LSI as available
Download customers from DMS into LSI regularly
Purify and update database as results happen sales
Generate letters, postcards, & email
Customer contact using scripts in LSI
- Call customers for appointments Sales, service, aftermarket
- Confirmation calls
- Follow up unsold customers
- Follow up sold customers record profit
- Follow up no-shows reschedule appointment
- Follow up service appointments record amount of R.O.
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PROCESS

M O T O R

PEOPLE

C O M P A N Y

PLACE

PAY PLANS

Retail Trade Cycle Management

Specialist/Coordinator Job Description

Notify necessary people of the appointment
Prepare a Huddle/Strategy Worksheet
presentation
Prepare the Value Added Worksheet
presentation
Prepare information for Management Strategy
session
Present the Value Added Worksheet
presentation
Run daily/weekly/monthly reports
- Call results report
- Prospect Traffic Log report

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PROCESS

M O T O R

PEOPLE

C O M P A N Y

PLACE

PAY PLANS

Place
Dedicated PC with Internet
access
PC should be attached or close
to the DMS
Quiet area to make calls
File cabinet for information
Desktop to hold the computer
and a color printer
Presentation area - preferably
a round table
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C O M P A N Y

Phase One - Get Ready

Who will download Customer
manifests?
Who will download into LSI?
Is there anything unique we need to
do?
What challenges will we encounter?

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Phase Two - Contact

Who will contact the Customer?
What Thank You coupon will we send?
What will the compensation be?
Is there anything unique we need to do?
What challenges will we encounter?

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Phase Three Sell the Vehicle

Who will meet with the Customer?
Who will receive the Orphan Owners?
What will the compensation be?
Is there anything unique we need to do?
What challenges will we encounter?

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Phase Four - Follow-up

What is our Sold Follow-up Process?
Who will follow-up on Unsold Customers?
Is there anything unique we need to do?
What challenges will we encounter?

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Step
s
Next
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InDealership

Training

2 Days eBusiness
.

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InDealership

Training

2 Days RTCM

(Retail Trade Cycle

Management)

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Day 1

M O T O R

C O M P A N Y

InDealership

Training

7:30 9:30 Dealer/Manager Meeting

9:30 12:30 LSI

Customer Contact through Call Center

Role Play Reconnect/Appt script
Make follow-up Calls
Contact actual customers

12:30
1:30
3:00
5:00

1:30 Lunch
3:00 Contact Customers using Scripts
5:00 Enter information into LSI
6:00 Dealer debrief of Accomplishments
and Review Day 2 Agenda
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Day 2

M O T O R

C O M P A N Y

InDealership

Training

8:30 9:00 Sales Meeting

8:30 9:30 Management Strategy Session
9:30 11:30 Value Added Worksheet Role Play
11:30 12:30 Refresher and Q&A with Customer Contact
person
12:30 1:30 Lunch
1:30 3:30 Contact actual customers using Reconnect
/Appt Script & LSI - Run Reports
3:30 5:00 Exit Meeting
I N TE G R A T E D M A R 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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M O T O R

C O M P A N Y

Enrollment Forms

I N TE G R A T E D M A R 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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M O T O R

C O M P A N Y

Thank You
Q&A
I N TE G R A T E D M A R 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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