2003 Training Pittsburgh Pilot ISM ISR Meeting 6 20 03

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
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
F O R D
M O T O R
C O M P A N Y
Pittsburgh Region
F O R D
M O T O R
C O M P A N Y
Welcome
Please Introduce yourself. Tell us:
Name
Dealership
Position
Time on job
What do you hope to get out of this
meeting?
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
Agenda
eBusiness
Assess your current performance

Maximize sales with the growth of eBusiness
Your current Customers
Awareness of tool enhancements
What to look for from your Management
Take advantage of next steps
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
in-dealership training today
Jump start that training by sending your
people to the free seminars over the next
two days
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
10
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
11
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?
12
F O R D
M O T O R
C O M P A N Y
eMystery Shop Data

Pittsburgh Region
13
F O R D
M O T O R
C O M P A N Y
eMystery Shop - Study Setup

Cobalt shopped 211 Pittsburgh 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
14
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?
15
F O R D
M O T O R
C O M P A N Y
FordDirect eMystery Shop

Pittsburgh Region
Level of Overall Participation (Email or Phone Call)
NO Response
Received
Response
Received
Area of Opportunity: 64 of 204 dealers did not send an email or call the customer
16
F O R D
M O T O R
C O M P A N Y
17
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
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
FordDirect Mystery Shop

Data
Topic
Yes
No
Quoted Price
34.9%
65.1%
Offered Next Steps
88.7%
11.3%
Confirmed Vehicle in Inventory
58.5%
41.5%
Offered Alternative
7.5%
92.5%
Dealer Differential
31.1%
68.9%
6.6%
93.4%
Provide Reason to Act Quickly
20
F O R D
M O T O R
C O M P A N Y
Metrics
Where are the metric reports?
Online - FMC Dealer
Mailed - FordDirect Dealer Value Statements
What are the reports?

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

DealerConnection Website
FordDirect Website
FordDirect Affiliate Partners
21
F O R D
M O T O R
C O M P A N Y
22
F O R D
M O T O R
C O M P A N Y
23
F O R D
Lead Details Report
M O T O R
C O M P A N Y
24
F O R D
M O T O R
C O M P A N Y
Dealer Name & Web Address
25
F O R D
M O T O R
C O M P A N Y
Items to look for
26
F O R D
M O T O R
C O M P A N Y
Items to look for
27
F O R D
M O T O R
C O M P A N Y
28
F O R D
M O T O R
C O M P A N Y
Customers online do
purchase vehicles
29
F O R D
M O T O R
C O M P A N Y
FordDirect Dealer Value Statements
New Vehicle Services

mailed monthly
Used Vehicle Services

emailed monthly
3 to 5 calls for every lead sent

30
F O R D
M O T O R
C O M P A N Y
Sales Match
How closing ratios are
calculated!
31
F O R D
M O T O R
C O M P A N Y
When a customer submits a request
32
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
33
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
34
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
35
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
36
F O R D
M O T O R
C O M P A N Y
Discussion Point
What does this data mean to you?
What can you do to influence the
metrics?
37
F O R D
M O T O R
C O M P A N Y
Customers are in your own market

38
F O R D
M O T O R
C O M P A N Y
Customers will accept alternatives

39
F O R D
M O T O R
C O M P A N Y
Time between request date and sale date

varies
40
F O R D
M O T O R
C O M P A N Y
Discussion Point
Does this give you a different perspective
on your customer?
What will you do with this information
when you get back to your dealership?
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
Discussion Point
What does this survey mean to you?
What can you do to influence the
metrics?
How can we relate this to what we do on
the showroom floor with walk-in
customers?
48
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)

49
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

50
F O R D
M O T O R
C O M P A N Y
Average Top 1200 Pittsburgh

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
51
F O R D
Pi
M O T O R
C O M P A N Y
s
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g
e
in eal
m
r
D
o
f
n
er gio
p
e
p
R
o
T gh
ur
b
tts
Leads: Received January 1, 2003-March 31, 2003 / Sales: Occurring from January 1, 2003 - March 31, 2003 Reported by April 22, 2003
52
F O R D
M O T O R
C O M P A N Y
Discussion Point
Why do you think some dealers do better
than others?
What is the point of measuring closing
ratios two different ways (dealer and
overall)?
What will you write down as an action
item to do when you get back to your
store?
53
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
55
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
56
F O R D
M O T O R
C O M P A N Y
57
F O R D
M O T O R
C O M P A N Y
FordDirect.com
New Vehicle
Services
58
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
59
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!
60
F O R D
M O T O R
C O M P A N Y
Affiliations
61
F O R D
M O T O R
C O M P A N Y
Affiliations
62
F O R D
M O T O R
C O M P A N Y
Discussion Point
Why do we need to understand how
each affiliate partner works?
What does, Think like a Customer
mean to you?
How will this affect how you answer the
customers questions?
63
F O R D
M O T O R
C O M P A N Y
64
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)
65
F O R D
M O T O R
C O M P A N Y
Automotive Internet Usage

Among Used Vehicle Buyers
66
F O R D
M O T O R
C O M P A N Y
Search Used Vehicle

Inventory
67
F O R D
M O T O R
C O M P A N Y
56
+31
87
contacts
70
F O R D
M O T O R
C O M P A N Y
Missed
Opportunities
Customers
dont
always
send a Lead
71
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.
72
F O R D
M O T O R
C O M P A N Y
How many people

are visiting your
website?
73
F O R D
M O T O R
C O M P A N Y
74
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
76
F O R D
M O T O R
C O M P A N Y
Definitions and Significance

Total Visitors The number of people visiting
a website. Think of them as electronic ups.
The more visitors, the more opportunities for
leads, phone calls, and walk-in traffic
The number of visitors is a direct reflection of
how well the dealership markets their web
address
77
F O R D
M O T O R
C O M P A N Y

Referred From How visitors found the web
site. Indicates where the customer was prior
to coming to the site. Often refers to a link
that they took.
Indicates the path that customers travel to find
the dealer as part of their research
Allows a dealer to see the number of people
who actually use their URL
78
F O R D
M O T O R
C O M P A N Y
79
F O R D
M O T O R
C O M P A N Y

Page Views The number of pages that
people see when visiting a website. Shows
what areas of the site customers are most
interested in.
Inventory is usually the most viewed part of the
dealers site
Often times, pre-owned are the most visited,
depending on the dealers market and
advertising efforts
80
F O R D
M O T O R
C O M P A N Y

Time Spent How long people stay on the
website, listed in minutes and seconds
The longer a customer stays, the more likely
to ask a buying question
Sites with short time spent are usually lacking
content, or difficult to navigate. Website
utilities allow dealers to influence this number
directly
81
F O R D
M O T O R
C O M P A N Y
Lets do the Math

Unique Visitors:
455
Leads from Site:
-15
Visitors who did not click:
430
What did the 430 people do?

82
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.
15 leads + 45 calls = 60
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?
83
F O R D
M O T O R
C O M P A N Y
Discussion Point
If we can get more traffic to our websites,
we will have more opportunities.
Make a list of action items that you can
take to your dealer to increase the traffic
to your website.
How many could you do for little or no
money?
84
F O R D
M O T O R
C O M P A N Y
85
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
87
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
88
F O R D
M O T O R
C O M P A N Y
Discussion Point
How quickly do you respond?
What can you do to increase your
response speed?
Who responds to customers when you
are off?
89
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
90
F O R D
M O T O R
C O M P A N Y
Step
1:
91
F O R D
M O T O R
C O M P A N Y
Step 2:
92
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
93
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
94
F O R D
M O T O R
C O M P A N Y
Funnel Method for

Appointments
So we can make it convenient for you to see the
new vehicle, when would you prefer to visit us
Today
Tomorrow
or
Morning
Afternoon
3:15
or
Evening
4:45
Great, We will see you at 4:45!

95
F O R D
M O T O R
C O M P A N Y
Discussion Point
Why should we use phone scripts?
Role Play the Funnel method.
How do choices help us get
appointments?
96
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
98
F O R D
M O T O R
C O M P A N Y
Best practice example

of Integrated Marketing
99
F O R D
M O T O R
C O M P A N Y
$500.00
Military Rebate Offer
100
F O R D
M O T O R
C O M P A N Y
Traditional Advertising
101
F O R D
M O T O R
C O M P A N Y
On your web site
102
F O R D
M O T O R
C O M P A N Y
In your email
103
F O R D
M O T O R
C O M P A N Y
In the mail
104
F O R D
M O T O R
C O M P A N Y
With Marketing Point
105
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
106
F O R D
M O T O R
C O M P A N Y
107
F O R D
M O T O R
C O M P A N Y
Copy content from your web

site
108
F O R D
M O T O R
C O M P A N Y
Press Send
Pick your template
109
F O R D
M O T O R
C O M P A N Y
Making sure that you stand out

on the web
Path customers take
Making your website stand out using
WYSIWYG
What pages are available
Website integration
110
F O R D
M O T O R
C O M P A N Y
www.ford.com
111
F O R D
M O T O R
C O M P A N Y
www.fordvehicles.com
112
F O R D
M O T O R
C O M P A N Y
Locate a Dealership
113
F O R D
M O T O R
C O M P A N Y
Five Closes Matches
114
F O R D
M O T O R
C O M P A N Y
DealerConnection
115
F O R D
M O T O R
C O M P A N Y
www.yourdealership.com
116
F O R D
M O T O R
C O M P A N Y
WYSIWYG Demo
What Sections do you want to add to your site
when you get back to your dealership?
How will you integrate this into your follow-up
efforts?
117
F O R D
M O T O R
C O M P A N Y
Create custom specials

with Coupons
118
F O R D
M O T O R
C O M P A N Y
Unique phone number to

your Internet Department
119
F O R D
M O T O R
C O M P A N Y
Web Site Integration
120
F O R D
M O T O R
C O M P A N Y
121
F O R D
M O T O R
C O M P A N Y
122
F O R D
M O T O R
C O M P A N Y
123
F O R D
M O T O R
C O M P A N Y
124
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
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
Works with multiple locations and franchises
128
F O R D
M O T O R
C O M P A N Y
129
F O R D
M O T O R
C O M P A N Y
130
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
131
F O R D
M O T O R
C O M P A N Y
Salespoint
New and Future Enhancements
Action Items
Best Practices
133
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
134
F O R D
M O T O R
C O M P A N Y
135
F O R D
M O T O R
C O M P A N Y
Automatic Lead Assignment
Be aware of schedules
136
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.
137
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
138
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
139
F O R D
M O T O R
C O M P A N Y
What's Coming in Version

6.5.1!
The following new features will be included in the new
version 6.5.1:
Incoming Email In-box
View incoming email and unmatched email in one
location
Save email messages as a draft.
140
F O R D
M O T O R
C O M P A N Y
What's Coming in Version

6.5.1!
View, Edit, and send draft email messages
Alerts Box - Users are alerted when a new incoming
email arrives
Expanded Searching Capability - Users can search on
customer phone number
Appointments and Tasks - Users can click directly to the
customer detail from an appointment or task
141
F O R D
M O T O R
C O M P A N Y
Salespoint Action Items
142
F O R D
M O T O R
C O M P A N Y
User Access / Types
143
F O R D
M O T O R
C O M P A N Y
User Access / Types
144
F O R D
M O T O R
C O M P A N Y
Only current employees have

access
145
F O R D
M O T O R
C O M P A N Y
Complete Profile
Your name / Dealership @salespoint.dealerconnection.com

Utilize your Signature file
146
F O R D
M O T O R
C O M P A N Y
Task Automation
Auto Receipt / Response
Lead Notification
Back-up warning based
on your standards
147
F O R D
M O T O R
C O M P A N Y
Task Automation
Credit Leads
Incoming Email
148
F O R D
M O T O R
C O M P A N Y
Email Templates
149
F O R D
M O T O R
C O M P A N Y
Email Templates
150
F O R D
M O T O R
C O M P A N Y
Help with Email Templates

Third party evidence for pricing
Window stickers
Links
Guide the consumer in their purchase process
151
F O R D
M O T O R
C O M P A N Y
Pricing
Without a pricing policy, how can Internet
Managers quickly answer the question How
much is it?
Pricing policies insure a fair profit as long as
the price is within expectations of the customer.
Our job as consultants in not to set the price,
but help the dealer make decisions that
empower their ISMs.
153
F O R D
M O T O R
C O M P A N Y
Pricing What do customers

expect?
Visit Edmunds.com What is TMV?
Visit CarsDirect.com What is their price?
What is the dealers average on the showroom
floor
Convert all of them to a Percentage.
154
F O R D
M O T O R
C O M P A N Y
Pricing - What does the dealer

average?
Convert the average gross to a percentage
Deduct 3 % for holdback
Example:
$1200 / $24000 = .05 ( 5%)

5% - 3% = 2% over invoice
155
F O R D
M O T O R
C O M P A N Y
Pricing Matrix
Taurus
Explorer
F-150
Vehicle Line
Specialty
%Margin
Taurus
Focus.
Mustang
Crown Victoria
F-150.
F-HD.
Explorer.
Escape.
156
F O R D
M O T O R
C O M P A N Y
Best Practices Time

Share best practices that your dealers are
doing regarding pricing.
What can we do if the dealer refuses to answer
the price question on-line or by phone?
What happens if we as dealers refuse to
answer the price question?
157
F O R D
M O T O R
C O M P A N Y
Pricing
158
F O R D
M O T O R
C O M P A N Y
Pricing
Pricing
Used Vehicle Appraisals
Finance
Why would we send a
customer here?
159
F O R D
M O T O R
C O M P A N Y
Pricing
160
F O R D
M O T O R
C O M P A N Y
Pricing
Direct link to Ford pricing
http://www.edmunds.com/t
mv/new/ford/index.html?
tid=edmunds.n.tmvmainind
ex.content..0.Ford*
161
F O R D
M O T O R
C O M P A N Y
Pricing
163
F O R D
M O T O R
C O M P A N Y
Help with Email Templates

Third party evidence for pricing
Window stickers
Links
Guide the consumer in their purchase process
164
F O R D
M O T O R
C O M P A N Y
Email Templates
165
F O R D
M O T O R
C O M P A N Y
Email Templates
166
F O R D
M O T O R
C O M P A N Y
Email Templates
167
F O R D
M O T O R
C O M P A N Y
Pre-Approval
http://www.gregreeford.com/pages/present/flm/notlocalized/creditpreapproval/default.asp
168
F O R D
M O T O R
C O M P A N Y
Window Sticker
From your
DealerConnection web
Site
Vehicle Locator
No Dealer Information is
displayed
169
F O R D
M O T O R
C O M P A N Y
Detailed Inventory
Information
http://www.xroadsford.com/pages/present/flm/notlocalized/searchinventory/vehicledetailsnew.asp?orgid=606&vin=1FMYU93113KE17261#
170
F O R D
M O T O R
C O M P A N Y
Driving Directions
http://www.xroadsford.com/pages/present/flm/notlocalized/locateus/default.asp
171
F O R D
M O T O R
C O M P A N Y
Driving Directions
172
F O R D
M O T O R
C O M P A N Y
Payment Estimator
173
F O R D
M O T O R
C O M P A N Y
Extended Service Plan

Get a Quote
174
F O R D
M O T O R
C O M P A N Y
My Ford
175
F O R D
M O T O R
C O M P A N Y
My Ford
176
F O R D
M O T O R
C O M P A N Y
My Ford
177
F O R D
M O T O R
C O M P A N Y
Appraisal Process
Is the biggest obstacle to making
a deal the trade?
How does your dealership
appraise vehicles?
179
F O R D
M O T O R
C O M P A N Y
Overview of appraisal
process
First, we look at your car. We check things like
mileage and interior/exterior condition.
Next we check Kelley Blue book. We also use
a _______ book, and reports from auto
auctions
Finally we see what our experience has been
with vehicles similar to yours in our
marketplace.
180
F O R D
M O T O R
C O M P A N Y
181
F O R D
M O T O R
C O M P A N Y
Options
182
F O R D
M O T O R
C O M P A N Y
Condition
183
F O R D
M O T O R
C O M P A N Y
184
F O R D
M O T O R
C O M P A N Y
185
F O R D
M O T O R
C O M P A N Y
Print Trade Value and

Highlight
186
F O R D
M O T O R
C O M P A N Y
Present Numbers and Explain

Deductions
Give Final Numbers and Agree

187
F O R D
M O T O R
C O M P A N Y
Discussion Point
Are any of you using any of these tools?
What items shown here will you use when
you return to your store?
Are any of you using anything different?
Will this help you close more deals?
188
F O R D
M O T O R
C O M P A N Y
Financing
190
F O R D
M O T O R
C O M P A N Y
Financing
191
F O R D
M O T O R
C O M P A N Y
Financing
What Online Customers Want
What Dealers Want
E-branch Integration
192
F O R D
M O T O R
C O M P A N Y
What Online Customers Want
A simple application
Quicker response
Direct answer and by email
Better explanation of decisioning process
To avoid filling out another application
at the dealership
193
F O R D
M O T O R
C O M P A N Y
What Dealers Want

Capture online customers financing
Know customer when he/she comes to
dealership
Complete information about customers
online decision
To avoid having customer complete
another application at the dealership
Process that links online and offline worlds
194
F O R D
M O T O R
C O M P A N Y
eBranch is our Answer

Staffed and Managed by experienced
personnel
Analysts trained to handle needs of online
consumer
New tools and processes designed to meet
needs of online consumers & our dealers
Integration with Sales Branches, Dealers &
Ford Direct Contact Center
195
F O R D
M O T O R
C O M P A N Y
eBranch Tools & Processes

New Tools Live Person, secured email,
shortened credit application, improved
information and education tools
New Processes dedicated decision center,
extended operating hours, information sharing
with dealer
More to come
196
F O R D
M O T O R
C O M P A N Y
Why Getting It Right Is

Important
61 % of those approved said approval was
very beneficial to the vehicle purchase decision
80% of approvals are closed
197
F O R D
M O T O R
C O M P A N Y
eBranch Integration
eBranch works closely with dealer, sales
branch and Ford Direct contact center to
assure customer is not lost
Pertinent information shared
Deals appear in CreditNet/Credit Web
eBranch decisions, Sales Branch purchases
All eBranch deals count toward dealers
relationship with Ford Credit
198
F O R D
M O T O R
C O M P A N Y
Internet Certificate
These certificates mean real opportunity!!!

199
F O R D
M O T O R
C O M P A N Y
200
F O R D
M O T O R
C O M P A N Y
201
F O R D
M O T O R
C O M P A N Y
202
F O R D
M O T O R
C O M P A N Y
203
F O R D
M O T O R
C O M P A N Y
204
F O R D
M O T O R
C O M P A N Y
Where to go to print your credit

applications:
http://www.dealercreditweb.com
Use the same user name and ID as
creditnet
205
F O R D
M O T O R
C O M P A N Y
206
F O R D
M O T O R
C O M P A N Y
207
F O R D
M O T O R
C O M P A N Y
208
F O R D
M O T O R
C O M P A N Y
209
F O R D
M O T O R
C O M P A N Y
210
F O R D
M O T O R
C O M P A N Y
212
F O R D
M O T O R
C O M P A N Y
213
F O R D
M O T O R
C O M P A N Y
214
F O R D
M O T O R
C O M P A N Y
215
F O R D
M O T O R
C O M P A N Y
Internet Certificate
Process / Best
Practices
I N T E G RAT 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
216
F O R D
M O T O R
C O M P A N Y
217
F O R D
M O T O R
C O M P A N Y
218
F O R D
M O T O R
C O M P A N Y
A Few Words about e-branch

Always call the branch to give them final
numbers to insure that credit level stays same.
Deals can be re-hashed through both e-branch
and dealers branch, but dealers branch will
normally be more flexible.
Customers never receive a reject, only that
more info is required, and they should visit their
dealer.
219
F O R D
M O T O R
C O M P A N Y
Discussion Point
Do you have access to CreditWeb?
If not, can you get it?
How could you use these tools to get more
sales?
220
F O R D
M O T O R
C O M P A N Y
Marketing Point
222
F O R D
M O T O R
C O M P A N Y
Marketing Point
223
F O R D
M O T O R
C O M P A N Y
Marketing Point
224
F O R D
M O T O R
C O M P A N Y
225
F O R D
M O T O R
C O M P A N Y
226
F O R D
M O T O R
C O M P A N Y
227
F O R D
M O T O R
C O M P A N Y
228
F O R D
M O T O R
C O M P A N Y
229
F O R D
M O T O R
C O M P A N Y
230
F O R D
M O T O R
C O M P A N Y
Discussion Point
Do you have access to MarketingPoint?
If not, can you get it?
How could you use this tool for long term
follow-up?
231
F O R D
M O T O R
C O M P A N Y
Steps
Next
232
F O R D
M O T O R
C O M P A N Y
Training Opportunities
L2E Online learning

Technical Assistance Center - TAC
Seminars Jumpstart your training
In-Dealership opportunities
233
F O R D
M O T O R
C O M P A N Y
My Training
234
F O R D
M O T O R
C O M P A N Y
L2e
235
F O R D
M O T O R
C O M P A N Y
L2e
236
F O R D
M O T O R
C O M P A N Y
L2e
237
F O R D
M O T O R
C O M P A N Y
L2e
238
F O R D
M O T O R
C O M P A N Y
L2e
239
F O R D
M O T O R
C O M P A N Y
L2e
240
F O R D
M O T O R
C O M P A N Y
L2e
241
F O R D
M O T O R
C O M P A N Y
L2e
242
F O R D
M O T O R
C O M P A N Y
243
F O R D
M O T O R
C O M P A N Y
244
F O R D
M O T O R
C O M P A N Y
245
F O R D
M O T O R
C O M P A N Y
Technical Assistance Center

1-800-357-7932
Conference call training
Unlimited toll-free assistance
246
F O R D
M O T O R
C O M P A N Y
Seminars
Dealer / GM Seminar
Internet Manager Seminar
RTCM Seminar
247
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
248
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
249
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
250
F O R D
M O T O R
C O M P A N Y
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
of
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.
251
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
252
F O R D
M O T O R
C O M P A N Y
Enrollment Form
253
F O R D
M O T O R
C O M P A N Y
254
F O R D
M O T O R
C O M P A N Y
Thank You!
Questions & Answers
255

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F O R D

We bet you are

How Can We help?

Assess your current performance

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

Closing Ratio Index Source: AutoNation

FordDirect Mystery Shop

Offered Next Steps

Confirmed Vehicle in Inventory

Provide Reason to Act Quickly

What are the reports?

Where do Ford sourced leads come from?

Lead Details Report

Dealer Overview Report

Dealer Name & Web Address

Dealer Overview Report

Items to look for

Items to look for

FordDirect Dealer Value Statements

New Vehicle Services

Used Vehicle Services

3 to 5 calls for every lead sent

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 Pittsburgh

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

Search Used Vehicle

We recognize that the

How many people

Definitions and Significance

Definitions and Significance

Definitions and Significance

Definitions and Significance