Marketing Campaign

1) Competitor Analysis

2) Maintaining Current Accounts

3) New account acquisitions

Competitor Analysis

A) Secret shopper

B) Follow competitor cars

C) Determine competitors resources

Maintaining Current Accounts

A) Implement 5 day marketing plan

B) Ensure every account is consistently satisfied with service

Acquisition of New Accounts

A) Approach all accounts with “yes” mentality

B) 100% penetration

C) Raise brand awareness

Sales Culture

1. Back to Basics

2. The Application

3. Continual Improvements

Back to Basics

a) 4 steps of the selling process

b) Know your products

c) Sell up

The Application

a) Connect with the customer

b) Ask the right questions,

c) Build rapport

d) Persevere

e) Maintain Confidence

f) Close

Continual improvements

a) Ask Questions

b) Shadow Others

c) Role Play

d) Be Accountable

Management Focus

• Motivate

• Empower

• Follow-up

Uninsured Losses

YTD – 269 (# of units) x $10 = $2,959PYTD – 353 (# of units) x $6= $3,177Goal - To decrease Uninsured Losses to $6 per car

Action Plan• Re-train employees• Hand out Info Sheet:

1) TWIST = Trunk, Walk around, Inside, Squat, Trunk

2) Second opinion

3) Rules

Lowering Costs

• Spread Costs

• Proper fleet mix

• Branch overhead

• Referral commissions

• Prefer Visa/MasterCard

Lowering Costs

Personnel Expense:

YTD: Whole Dollars Down 15% to LY

Goal: 35 cars/person +1

Plan: Redistribute 1 AM, 2 MTs, set schedule, Saturday hours

Lowering Costs

T&E:

YTD: Whole Dollars Up 34% to LY

Goal: $3/Car

Plan: Cost effective marketing

Bad Debt:

YTD: Whole Dollars Down 7% to LY

Goal: $5/Car

Plan: Callbacks, good standing with payable, underwriting, The Run

ESQI: Areas for Improvement

• Current: 78% • Goal: 90%

•Those who respond to “completely satisfied” will return 85% of the time

• Long/Short term perspective:Maintain every customer completely satisfied,while constantly expanding our customer base

ESQI: Cycle of Service-Customer service starts at the phones

ESQI: Maintenance

-If customer was not completely satisfied:Find out if there was anything we could have done better to improve their experience

- Management Role: Motivate employees to deliver outstanding customer service from beginning to end!

- Always finish with ESQI phone call notice

ESQI Commandments

I. Thou must ensure complete satisfactionII. Thou must accommodate all customer

needsIII. Thou must shake thy hand

IV. Thou must smileV. Thou must be efficient

VI. Thou must be presentableVII. Thou must be punctual

VIII. Thou must perform courtesy callbacksIX. Thou must push thy dub!

X. Thou must create thine own enterprise

Wrapping Up ESQI•Things to always be certain of:•Speedy, efficient rental process

•Well maintained car

•Build rapport

•Well informed,friendly employee

•Sell that DUB!

Enterprise Cares!

- In accordance with the “Enterprise Rent-A-Car 50 Million Tree pledge”

- Enterprise will nowprovide yet another service of recycle bins at each Enterprise location