Automotive BDC Workshop; Retail Trade Cycles

Retail Trade CycleRetail Trade CycleManagementManagement

Retail Trade CycleRetail Trade CycleManagementManagement

RTCM VideoRTCM VideoRTCM VideoRTCM Video

TargetTargetMarketingMarketing

TargetTargetMarketingMarketing

BuildingBuildingCustomerCustomer

RelationshipsRelationships



RTCMRTCMProcessProcess

RTCMRTCMProcessProcess

MetricsMetricsMetricsMetrics

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Video to ComeVideo to Come RTCMRTCMVideoVideoRTCMRTCMVideoVideo

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SalesSalesDetailDetailReportReport


Evaluate and update current databaseEvaluate and update current databaseUtilize Ford RTCM Lists – they are buyersUtilize Ford RTCM Lists – they are buyers

Download program specific listsDownload program specific listsSelect customers based on past trade cyclesSelect customers based on past trade cycles

Send direct mailSend direct mailInclude (Do Not Call) override request in mailingInclude (Do Not Call) override request in mailing

Choose customers with similar vehicles basedon incentivesChoose customers with similar vehicles basedon incentives

Use postcards – they get readUse postcards – they get read

Contact customers by phone – personal touchContact customers by phone – personal touch

Conduct bulk email campaignsConduct bulk email campaigns

Prospect for service or aftermarket businessProspect for service or aftermarket business

Schedule long-term follow-up communicationSchedule long-term follow-up communication

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Science of Target MarketingScience of Target Marketing

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Evaluate and update current databaseEvaluate and update current databaseUtilize Ford RTCM Lists – they are buyersUtilize Ford RTCM Lists – they are buyers








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Evaluate and update current databaseEvaluate and update current database









Utilize Ford RTCM Lists – they are buyersUtilize Ford RTCM Lists – they are buyers

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Dealer ReportDealer Report


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Sales Detail SummarySales Detail Summary


RTCM Customer ListRTCM Customer List # of # of CustomersCustomers

Sales atSales atHometown Ford, IncHometown Ford, Inc..

Sales at Other Sales at Other DealersDealers

3Q In Equity3Q In Equity 11 00 11

3Q No Equity3Q No Equity 33 00 33

3Q Non Ford Credit3Q Non Ford Credit 66 44 11

2Q In Equity2Q In Equity 2121 1010 1111

2Q No Equity2Q No Equity 1313 77 66

2Q Non Ford Credit2Q Non Ford Credit 5555 1616 3939

TotalTotal 9898 3737 6161

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Sales Detail ReportSales Detail Report SalesSalesDetailDetailReportReport


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Hometown Ford Inc. (F22778) RTCM Sales Details

ABC Region

Zone C

Sales for: June 11, 2003-July 22, 2003

RTCM

Customer Past Sale Sale Selling

List Customer Name Address Model Date Model Dealer_______

Q2 CIE____________________________________________________________________________________________________________

Jones, Richard250 Bayside Dr., Tampa FL 33467 Mustang 6/15/03 Mustang Other

Parsons, Christine 401 Spring Ave., Atlanta, GA 30170 F-Series 6/21/03 F-Series Other

Herman, Albert6422 Thomas St., Tampa FL 33467 Econoline 6/23/03 Econoline Hometown

Cohen, Paul 308 E River Rd., Plant City FL 33565 Mustang 6/30/03 Ranger Hometown

Freeman, Patricia P.O. Box 2, Orlando FL 33076 Explorer 7/6/03 Explorer Other

Thompson, Melinda 43 Albright Lane, Bradenton FL 34202 Expedition 7/6/03 Navigator Other

Smith, Victor 168 W Carson DR, Tampa FL 33467 F-Series 7/8/03 F-Series Other

Lyons, Randal 1740 Nascar BLVD, Homestead FL 33403 Ranger 7/9/03 Explorer Hometown

Henderson, Craig 1221 Willow Way, Lakeland FL 33549 Explorer 7/11/03 Mustang Hometown

School, Douglas 2 Grand CT, Shores FL 34446 Explorer 7/17/03 Aviator Other

Convoy, James 335 Citrus Circle, Apopka FL 33809 Explorer 7/21/03 Explorer Other

--------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

List Total 11

Hometown Ford Inc. (F22778) RTCM Sales Details

ABC Region

Zone C

Sales for: June 11, 2003-July 22, 2003

RTCM

Customer Past Sale Sale Selling

List Customer Name Address Model Date Model Dealer_______

Q2 CIE____________________________________________________________________________________________________________

Jones, Richard250 Bayside Dr., Tampa FL 33467 Mustang 6/15/03 Mustang Other

Parsons, Christine 401 Spring Ave., Atlanta, GA 30170 F-Series 6/21/03 F-Series Other

Herman, Albert6422 Thomas St., Tampa FL 33467 Econoline 6/23/03 Econoline Hometown

Cohen, Paul 308 E River Rd., Plant City FL 33565 Mustang 6/30/03 Ranger Hometown

Freeman, Patricia P.O. Box 2, Orlando FL 33076 Explorer 7/6/03 Explorer Other

Thompson, Melinda 43 Albright Lane, Bradenton FL 34202 Expedition 7/6/03 Navigator Other

Smith, Victor 168 W Carson DR, Tampa FL 33467 F-Series 7/8/03 F-Series Other

Lyons, Randal 1740 Nascar BLVD, Homestead FL 33403 Ranger 7/9/03 Explorer Hometown

Henderson, Craig 1221 Willow Way, Lakeland FL 33549 Explorer 7/11/03 Mustang Hometown

School, Douglas 2 Grand CT, Shores FL 34446 Explorer 7/17/03 Aviator Other

Convoy, James 335 Citrus Circle, Apopka FL 33809 Explorer 7/21/03 Explorer Other

--------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

List Total 11

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Building Customer RelationshipsBuilding Customer Relationships

• What are your next steps for gettingthose lost customers back?

• What are your next steps for gettingthose lost customers back?





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• What steps could you take to prevent losing future customers?

• What steps could you take to prevent losing future customers?





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• How will you ensure that customers who buy from you become customers for life?

• How will you ensure that customers who buy from you become customers for life?





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• How can you build strong relationships,not just between customers and your Sales Consultant, but between customersand your dealership?

• How can you build strong relationships,not just between customers and your Sales Consultant, but between customersand your dealership?





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RTCM ProcessRTCM Process

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RTCMRTCMProcessProcessRTCMRTCM

ProcessProcess

Download Lists

Download Lists

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ProcessProcess

Direct Mail /Do Not CallDirect Mail /Do Not Call

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ProcessProcess

Script/Data/AppointmentScript/Data/Appointment

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ProcessProcess

Advise SalesDepartment

Advise SalesDepartment

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ProcessProcess

ConfirmationConfirmation

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ProcessProcess

AppointmentOutcome

Call

AppointmentOutcome

Call

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ProcessProcess

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Follow-UpFollow-Up

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MetricsMetrics

•How many contacts?

•How many appointments set?

•How many are kept?

•How many sales?

•How many contacts?

•How many appointments set?

•How many are kept?

•How many sales?

MetricsMetricsMetricsMetrics


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02/07/2004

BDC Analysis Metrics ChartBDC Analysis Metrics Chart MetricsMetricsMetricsMetrics

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3,881 16% 31%

HomeHomeHomeHome

6,861

6,478

2.979

1,502

1,198

1,688

859

633

874

392

13%

6%

53%

52%

46%

55%

57%

57%

56%

43%

23%

25%

13%

2,156

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3,881 16% 31%

6,861

6,478

2.979

1,502

1,198

1,688

859

633

874

392

13%

6%

53%

52%

46%

55%

57%

57%

56%

02/07/2004

43%

23%

25%

13%


2,156

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6,478 1,502 859 392 6% 46% 57% 23%13%

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02/07/2004

HomeHomeHomeHome

3,881 16% 31%

6,861

6,478

2,156

2.979

1,502

1,198

1,688

859

633

874

392

13%

6%

53%

52%

46%

55%

57%

57%

56%

43%

23%

25%

13%

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Best PracticesBest Practices

• Review customer retention metrics regularly• Send (Do Not Call) letter• Generate direct mail campaigns• Download multiple lists• Look for additional profit opportunities• Utilize Welcome Back Board• Make appointment confirmation call• Combine appointment outcome call withtwo-day sold follow-up call

• Review customer retention metrics regularly• Send (Do Not Call) letter• Generate direct mail campaigns• Download multiple lists• Look for additional profit opportunities• Utilize Welcome Back Board• Make appointment confirmation call• Combine appointment outcome call withtwo-day sold follow-up call

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Retail Trade Cycle Management

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Retail Trade Cycle Management

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Automotive BDC Workshop; Retail Trade Cycles

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