Bdc coordinator conference

F O R D D I V I S I O N
B U S I N E S S D E V E L O P M E N T M A R K E T I N G 1
Business Development Marketing
BDC Coordinator Conference

Welcome & Introductions

Chuck Sullivan
BDM Initiatives Review

Business Development Marketing
• What is Business Development Marketing?
• Big Picture - Vision
• New Applications
• BDC

RETAIL TRADE CYCLE DEALER WEBSITES
AND APPLICATIONS
OVERVIEW CONSUMER WEBSITES CRM
RETAIL EXECUTION
• Overview
• Like Advertising and C&I,
Business Development
Marketing is an important
part of the Ford Division
Support Team, available and
ready to help
• Consumer Web Sites
• FordVehicles = 50 million
visitors /year
• DealerConnection = 40
million vehicle searches from
dealer inventory
• Minisites to support all new
product launches
• BIC Spanish Translation
•CRM
•35 major campaigns to 13.3 million
prospects
•15,000 incremental sales and $87 million in
incremental profit
•MyFord Magazine circulation of 3.6 million
•MyFord Owner Web Site with 1.0 million
subscribers
•Dealer Assistance with Consumer Privacy,
Do Not Call, No Spam, etc.
•Key Tool for Dealers (MarketingPoint)
• Retail Execution
• 180,000 Vehicle Sales
• Integrated Training – All Ford
Division Regions, and 7,000 in-
dealership days
• BDCs – Launched Nationally, 600
installed by 2005
• Key Tools for Dealers (SalesPoint,
Vehicle Locator, DealerConnection web
sites, BDC Dashboard, Configurator)
• Metrics Reports
• Retail Trade Cycle
Management
• Profile lists of 5 million target
leads provided in 2003
• 300,000 total sales
• Key Tools for Dealers (LSI
and DealerDirect)
• Dealer Web Sites and
Applications
• Dealer Incentive and Claiming
Information
• Lead Response Time
• Dealer Dashboard
• Field Communications Library
• Recall Database
• Contests & Incentives Grids
• "What's New" Message Center
• “Smart Vincent”
• RTOM, SRO II, and CONCEPS

Integrated Lead Management
Background
- Competitive Landscape
- Potential Threats

Customer Retention Capability HighLow
Low
High
CustomerAcquisitionCapability
Deloitte Consulting’s Perception of
Relative OEM Performance
 Most OEMs performed either well on
customer retention or acquisition
capabilities, but not both.
 Customer acquisition capabilities of
OEMs seemed to be generally less
developed.
 The differences among OEMs are
greater around customer retention
capabilities than customer acquisition
capabilities.
1.Customer acquisition: lead generation
and follow-up analysis (information
request), call center contact (cross-
sell/up-sell analysis), configurator analysis
2.Customer retention: owner interviews/
personalized marketing analysis, owner
portal analysis, service retention and
follow-up analysis
Actual Ford Div based
on Lead Follow-Up
Actual Ford Div based
on Lead Follow-Up
Rating for Ford Motor Company, including all brands,
based on external view
Rating for Ford Motor Company, including all brands,
based on external view
* Used with permission of Deloitte (J. Glueck)

Leader (now…)
Strengths
• Strong website integration with
dealers
• Best configurator
• Good CRM integration of online
and offline channels
• Targeted promotions to in-market
owners
• Personalized marketing executed
through targeted channels
• Cross-selling/up-selling initiated
through owner portal and My Ford
magazine
• Call center capability supports
sales initiatives and promotions
Low
High
Low
High
Opportunities
• Reduced spending on web
sites and applications at
same time competitors have
started to invest
• Inconsistent dealer follow-up
with leads
Future Direction?
M
ovem
entin
past18
m
onths

Strengths
• Strong customer focus with owner
portal and personalized marketing
campaigns.
• Good integration of accessories
into configuration process.
Potentially, a BIG Threat
Future Direction
• New Corporate strategic approach to
CRM (5-year CRM roadmap)
• Building a new unified, internal eTool
to replace SalesPoint.
• Portal will be similar to GM
Low
High
Low
High
Opportunities
• No up-selling/cross-selling
through call center
• Limited dealer follow-up to call
center contact …Acura only.
• Marketing and lead management
process does not have closed-
loop measurement.

Additional BIG Threat - DCX
Low
High
Low
High
1
•Recently “Woke Up”
–Reorganized to join CRM & Digital
–Doubling digital ad budget in 2005
from $21 mil. To $43mil.
•Plan to use CRM as a tool, with
new products, to make huge
strides with incremental sales

Biggest Threat
Strengths
• Marketing and lead management
processes are finally closed-
loop.
• Strong support for CRM
initiatives.
• Owner portal provides good
integration of customer
information.
• Saturn and Saab provide many
best practices (i.e. owner portal,
configuration).
• Deployed Siebel Lite @ 5,000
dlrs
Low
High
Low
High
Opportunities
• CRM can not measure campaign
effectiveness.
• Slow at applying lessons learned
(typical GM)
Future Direction
• Consolidating people and decision making into one
large, co-located group
• Investing huge $$ and resources on tools & processes
• Applying Kaizen approach to constant improvement
• Developing a new Corporate strategic approach to
CRM (5-year roadmap)

RFQ Support / Approval
Competition is making major investments in Lead
Management. We outlined a benchmarking project to better
understand our current and future relative positions.
• Revenue Management agreed to the benchmarking
project in February 2004.
• RFQ approved April 29th
, 2004
– Approval from Marty Collins, Steve Lyons, Darryl Hazel, Lloyd
Hansen, Peter Daniel, Jim Padilla and Nick Scheele

Vendors / Selection
•RFQ to 7 potential suppliers on May 7th
:
– (Deloitte, Capgemini, Urban Science, Bearing Point,
ASG, Digitas, A.T. Kearney)
•Received proposals and competitive benchmarking
analysis from 6 suppliers on June 4th
.
•Top 3 vendors presented to a cross-functional team
of 23 people the last week of June.
•ILM Team rated Top Vendors on 20 variables.
•Team selected Deloitte Consulting for ILM Project

Initial Findings
Benchmarking Analysis:
•Gained knowledge of competitive environment
•Confirmed competitive strategies / knowledge
•Ford Division is behind the curve
•Competition is making significant investments:
– Organizations
– Processes
– Tools

Bob Wolfbauer
Regional Objectives

BDC Dealer Performance
Microsoft Excel
Worksheet
Click HERE for Complete Report

Click HERE for Complete Report
Top 1200 BDC Phase I Training Status

Rick Crossland / Ana Dan
Privacy & ConsumerTRAC

Rick Crossland
Customer Relationship Manager
Ford Division
This presentation does not provide legal advice. All questions about your applicable requirements and your
compliance plan should be addressed with your legal advisor and resolved by you in consultation with your legal
advisor.
PRIVACY ISSUES

Rapidly Changing Business
Environment
• Information Security: Gramm-Leach-Bliley Act
(GLBA) Safeguards Rule (May 2003)
• Telemarketing: Amended Telemarketing Sales
Rule (TSR) and “Do Not Call” Provisions (October
2003)
• E-Mail Marketing: CAN-SPAM Act (January 2004)
• Information Sharing: California Financial
Information Privacy Act (SB-1) (July 2004)

Outline
• Brief Overview / Key Requirements
– GLBA Safeguards Rule
– Amended TSR and “Do Not Call” Provisions
– CAN-SPAM Act
– California Financial Information Privacy Act (SB-1)
• Compliance Thought Starters
• Available Resources
• Discussion / Q&A

Information Security:
GLBA Safeguards Rule

Overview
• Requires specific steps to secure
customer information obtained in
connection with vehicle financing and
finance-related activities
• Does not change the privacy and
sharing requirements already in place –
adds a new requirement of information
protection

Overview
• Examples of Customer
Information Requiring Protection:
– Customer names and addresses
– Social Security Numbers
– Credit Card Numbers
– Lease Agreements
– Credit Reports
– Credit Applications

Key Requirements
• Written Information Security Plan:
– Designate one or more employees to coordinate
the safeguards
– Identify and assess risks to customer information
– Design the safeguards program / plans to monitor
– Select appropriate service providers and require
them (by contract) to implement the safeguards
– Update and revise the plan as necessary

Key Requirements
• Focus on Three Operational
Areas:
– Employee Management and Training
– Information Systems
– Detecting, Preventing and Responding to
Systems Failures

Telemarketing:
Amended TSR and “Do Not
Call” Provisions

“Do Not Call” Provisions
Overview
• National “Do Not Call” Registry:
– Registration of consumer’s telephone numbers
generally means the listed numbers cannot be called
by telemarketers unless the seller has one of few
exemptions applicable to that consumer and seller
– Consumers are empowered to file complaints against
telemarketers who do not comply with the DNC
provisions
– Penalties can be up to $11,000 per call

Overview
• Examples of Covered Calls:
– New or used vehicle sales solicitation calls
– Extended Service Plan solicitation calls
– Unsolicited service calls

Overview
Key Exemptions:
• Existing Business Relationship Exemption
– The consumer has purchased the seller’s goods or services
within the last 18 months of the call
– The consumer has submitted an inquiry / application
regarding the seller’s goods and services within 90 days of
the call
• Written Permission to Call Exemption
– The consumer provided signed and dated written consent
allowing telemarketing calls from the specified seller to the
consumer’s specified telephone number

Key Requirements
• Keys To Creating A “Safe
Harbor:”
– An entity-specific DNC list
– Trained personnel
– Documented processes and procedures
– Proof of adherence to the “Do Not Call”
provisions by both operation personnel and
third-party telemarketers

E-Mail Marketing:
CAN-SPAM Act

CAN-SPAM Act
Overview
• Senders of commercial e-mail should
not mislead recipients as to its source
and content
• Recipients have a right to decline to
receive additional commercial e-mail
from the same source (i.e. the right to
opt-out)

CAN-SPAM Act
Overview
• Preempts existing state laws (some
exceptions)
• Provides for both criminal and civil
penalties
• The Federal Trade Commission (FTC)
has primary responsibility for
enforcement and further rulemaking

CAN-SPAM Act
Key Requirements
• No False or Misleading Header
Information
• No Deceptive Subject Headings
• Mandatory Return E-Mail Address or
Other Opt-Out Mechanism
• Opt-Out Requests Must Be Honored
Within Ten (10) Business Days

CAN-SPAM Act
Key Requirements
• Physical Postal Address
• Identification of Advertisements and
Advertisers
• On the Horizon: Further FTC Rulemaking

Compliance Thought Starters

Thought Starters
People
• Employee management and training
• Selection / management of third parties
Process
• Documented processes and procedures
• Monitor and enforce compliance
• Integration with third party processes
Technology
• Security of information systems
• Integration with third party systems

Available Resources
Federal Trade Commission (www.ftc.gov)
Ford National Dealer Council (
www.fmcdealer.com)
• Information Security:
– GLBA Thought Starter Brochure
– Safeguarding Customer Data Web-Based Training Module
• Telemarketing:
– Amended TSR and “Do Not Call” Provisions Thought Starter
Brochure
– Telemarketing Web-Based Training Module

Available Resources
Coming Soon
• E-Mail Marketing: Pending Further FTC
Rulemaking

California SB-1
Overview
• Adds new privacy requirements – in
addition to GLBA -- on financial
institutions doing business with CA
consumers
• Defines key terms differently than GLBA:
– Financial Institution: Dealers are excluded from the
definition of financial institution provided specified conditions
are met
– Affiliate: The relationship between dealers and Ford (and
Ford Credit) is defined as an affiliate relationship

California SB-1
Key Requirements
• Adds special California consumer-
specific notices and choice
• Requires consumer opt-in for
information sharing between non-
affiliated parties
• Imposes opt-out requirements for
affiliate sharing

California SB-1
Key Requirements
• To continue appropriate information sharing with
CA dealers, Ford Credit is using an opt-out
process based on the CA-defined “affiliate”
relationship
• Beginning July 1, 2004:
– Suspension of information sharing until CA customer
notice and opt out process for existing customers
completed (approximately 75 days)
– Provides CA customers’ opportunity to opt-out of
Company’s information sharing with dealers
– Ongoing all new CA customers will get notice

California SB-1
Key Requirements
• After notice and opt out process completed
modified information sharing to resume
– Sharing of customer information will exclude
customers who elected opt out
– Exceptions may apply for specific transaction
types

Discussion / Q&A

DesignedandPreparedbyS.R.Eisentrout
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Ford Motor Company Confidential S. R. Eisentrout
Region Version
Dealer-Driven Direct MarketingDealer-Driven Direct Marketing
Regional Launch TrainingRegional Launch Training
July 2004July 2004
ConsumerTRAC

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Message Received
• The field said:
– Faster and easier list downloads
– More comprehensive metrics
• The dealers said:
– Custom messaging
– More print options
– Advanced filtering
– Just one tool for lists and direct mail
– LOWER COST!

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Right Tool – Right Price – Right NowRight Tool – Right Price – Right Now
ConsumerTRAC Delivers

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ConsumerTRAC – The Right Tool
• ConsumerTRAC is the perfect method of
contact in today’s ‘Do Not Call’
environment
• ConsumerTRAC delivers high impact
direct mail with multiple mailing
formats, customization, first class
postage
• ConsumerTRAC is the one online portal
for free customer list viewing,
downloading and printing

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ConsumerTRAC - The Right Price
• No charge for customer list viewing,
printing or downloading
• High quality customized postcard at a
low cost
– 48.4 cents apiece (5 ¼” x 8 ¼” size)
– 32.2 cents apiece (4 ¼” x 6” size)
– From 22%- 50% lower than MarketingPoint
• No $5 per list set-up fee as in
MarketingPoint

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ConsumerTRAC - Right Now
• High quality customized postcard
delivered to your customers in 3-5 days
• Lists available for downloading and
printing on demand
• ConsumerTRAC is available to your
dealers today!

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Meeting Goal
• Prepare you with enough information
about ConsumerTRAC so:
– You can confidently show your dealers how
to use the tool
– You can help your dealers take action on an
important division-sponsored F-Series
campaign
– We earn your endorsement so you’ll
encourage your dealers to use it
consistently in their marketing strategy

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Meeting Agenda
• What is ConsumerTRAC?
• Demonstrate the tool’s primary
capabilities and functions
• Review the ConsumerTRAC Field
Manager Challenge
• Simulate the dealer visit (step-by-step
example)
• Internal View & Metrics
• Frequently asked questions
• “Hands On” time and Q&A

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What Does It Do?What Does It Do?
ConsumerTRAC

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What Does It Do?
• Dealers use ConsumerTRAC to:
– Customize a direct mail message
– Mail a high quality / low cost postcard
– Download customer lists for follow-up
– Print customer lists for follow-up
– View customer lists online
– Filter lists to meet their needs

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View From 30,000 FeetView From 30,000 Feet
ConsumerTRAC

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Joe
Molly
Bob
Jim
30,000 Feet
CKS Database
Lists
Direct Mail
Offers
Print – Download - View
Customer List
Creative
Assets
Promotional
Offers

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What About The Other Tools?
• ConsumerTRAC becomes the single
source for dealers to work their
customer lists and take action
• ConsumerTRAC replaces:
– MarketingPoint
– DealerDirect
• Lincoln-Mercury plans to launch
ConsumerTRAC in November

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DemonstrationDemonstration
ConsumerTRAC
One-Time Dealer Set-Up

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First Things First
• Each dealership has a Dealership
Security Administrator (DSA)
• The DSA assigns IDs and passwords to
applications like fmcdealer
• Before the dealership can use the tool
the DSA must grant ConsumerTRAC
access to the users
• They do this via the Self Administration
Tool at:
– https://dsa.dealerconnection.com

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How Do I Get To It?
www.consumertrac.dealerconnection.comwww.fmcdealer.com

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Dealer Profile

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Dealer Profile

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Setting the Budget

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Setting the Budget
2500.00

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Budget Confirmation

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Optional Set-Up FeaturesOptional Set-Up Features
ConsumerTRAC
Adding a ‘Seed’ ContactE-Mail Notifications

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Adding a ‘Seed’ Contact

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E-Mail Notifications

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The BasicsThe Basics
ConsumerTRAC

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The Basics
• ConsumerTRAC has many great features
requested by dealers, including:
– Customizing the direct mail message
– Filtering customer lists
– Multiple postcard sizes
– Easy downloading and printing
– No set-up fee, substantially lower cost than
MarketingPoint

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The Basics
• We’ll start by reviewing four basic
functions:
– Mailing a postcard (brand provided message
or dealer customized message)
– Downloading a list
– Printing a list
– Viewing a list

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Mailing a PostcardMailing a Postcard
ConsumerTRAC

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Home Page

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Promotions Page

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Promotions Page

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Promotions Page

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Viewing A Mail Piece
You are a winner and so is the new F-150! We just
received a special shipment of the fabulous Lariat
model and are offering a $50 gift certificate to you
when you come and visit our dealership to see the
new F-150
Please bring this postcard along with you during your
visit and you’ll experience everything you expect
from a dealership and a truck!
Agkl ohlkn oi o lkj l;k ;l;l; ‘lj ;lk lj
EXAMPLE OFFER
DEALER
LOGO HERE
Mr. Truck Buyer
450 Maximum Torque Drive
Leadership, MI 77777
First
Class
Postage

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Promotions Page

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Ordering A Mail Piece

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Order Confirmation

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Reduce Costs – Increase Flexibility
Large Postcard
48.4 Cents
22% Lower Cost
8 ¼”
5 ¼”
Small Postcard
32.2 Cents
49% Lower Cost
6”
4 ¼”

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Ordering Options

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Customizing A Mail Piece

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Customize A Mail Piece

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It is a great time to drive an all new F-Series!
The best selling truck of all time is on sale
now at Crossland Motors.
We’ve just received a large shipment of F-
Series so we’re sure to have one in stock for
you.
The best selling truck of all time is on sale now
at Crossland Motors.
We’ve just received a large shipment of F-Series
so we’re sure to have onr in stock for you.

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Ordering Options

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Order Confirmation

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Ordering Options

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Picking Customers

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Picking Customers

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Order Confirmation

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Downloading A ListDownloading A List
ConsumerTRAC

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Downloading A List

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Downloading A List
Use this one for Excel Use this one for LSI

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Printing A ListPrinting A List
ConsumerTRAC

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Printing A List
The default setting for page
breaks is by salesperson

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Viewing A ListViewing A List
ConsumerTRAC

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Viewing A List

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Viewing A List

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Filtering A ListFiltering A List
ConsumerTRAC

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Filtering A List

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Filtering A List

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Field Manager ChallengeField Manager Challenge
ConsumerTRAC

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ConsumerTRAC Field Manager Challenge*
Program Period: July 20 – December 31, 2004
• F-Series Fast Start: July 20 – September 30, 2004
Program Details Competition for highest postcard fulfillment rate
for all CRM programs posted to ConsumerTRAC
during the program period
• F-Series Fast Start: 100% postcard fulfillment for F-Series program
= +5 bonus points
• Qualifier: 100% Print or Download names for F-Series program
• Payout: Top Zone Manager in each Region will attend the
ConsumerTRAC Summit (Phoenix – January 2005)
• Regional Payout: Regions Achieving 100% postcard fulfillment for
F-Series program will be awarded a TBD team prize
* Specific program details will be communicated via eFC

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Step-by-Step, The Dealer VisitStep-by-Step, The Dealer Visit
ConsumerTRAC

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Before You Do Anything
• Make sure the DSA has granted the right
people access to the tool BEFORE you sit
down with dealer or GM

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Really Strong F-Series Campaign
First Steps
www.consumertrac.dealerconnection.comwww.fmcdealer.com

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Actions to Take
plus 2 3or
View
1

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Ordering A Promotion

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Order Confirmation

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plus 2 3or
View
1
Downloading

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plus 2 3or
View
1
Printing
plus 2 3or1
View

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Beyond the BasicsBeyond the Basics
ConsumerTRAC
Dealer Visit

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Beyond the Basics - Customize
Really Strong F-Series Campaign View

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You are a winner and so is the new F-150! We just
received a special shipment of the fabulous Lariat
model and are offering a $50 gift certificate to you
when you come and visit our dealership to see the
new F-150
Please bring this postcard along with you during your
visit and you’ll experience everything you expect
from a dealership and a truck!
Agkl ohlkn oi o lkj l;k ;l;l; ‘lj ;lk lj
EXAMPLE OFFER
DEALER
LOGO HERE
Mr. Truck Buyer
450 Maximum Torque Drive
Leadership, MI 77777
First
Class
Postage

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The best selling truck of all time is on sale
now at Crossland Motors.
We’ve just received a large shipment of F-
Series so we’re sure to have one in stock for
you.
The best selling truck of all time is on sale now
at Crossland Motors.
We’ve just received a large shipment of F-Series
so we’re sure to have onr in stock for you.

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Beyond the Basics - Sorting
Really Strong F-Series
Campaign

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Beyond the Basics - Sorting

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Beyond the Basics - Filtering

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Beyond the Basics - Filtering

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Beyond the Basics - Autofulfill

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Beyond the Basics - Autofulfill

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MetricsMetrics
ConsumerTRAC
Ford User ‘Internal’ View

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Metrics – Internal View
• Your CDS ID allows enough access to
track dealer usage
• You can not order direct mail pieces for
the dealer with your CDS ID
• You can view, download and print dealer
lists
• Let’s look at what is available to you to
track dealer usage and measure the
effectiveness of the tool

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Ford View – Login Directly
01234
11123
www.consumertrac.dealerconnection.com
Omit the alpha character when
entering the sales code

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www.fmcdealer.com
ConsumerTRAC
Ford View – Login via FMCDealer
ConsumerTRAC

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Emulate Dealer
01234
11123

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Select Division

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Promotions View - Order

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Ford Internal User Restrictions

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Internal Users – Unrestricted Actions
1 2 3
• Un-restricted Actions:
• View the Lists
• Download the Lists
• Print the Lists
1
2
3

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Promotions View - Tracking

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Tracking Dealer Actions

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Metrics – Regional Roll-UpMetrics – Regional Roll-Up
ConsumerTRAC

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Internal Reporting Site

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Available Reports

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Navigation

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Utilization Summary Reports
•Region
•District
•Zone

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Utilization Detail Reports
•Region
•District
•ZoneDealer Level Detail

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Dealer Reports

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Dealer Reports

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ConsumerTRAC Report
Availability
The following reports will be available on the
ConsumerTRAC Reporting site:
• Utilization Report– first report out on July 26, 2003
– Summary & Detail level reports
– Active (prior to Promotion End Date) &
Closed (Post Promotion End Date to Sales
Match End Date)
• Sales Metrics Report - early September 2004
– Summary & Detail level reports
– Active (prior to Promotion End Date) &
Closed (Post Promotion End Date to Sales
Match End Date)
– Includes dealership sales, sales per 1,000,
close rate, lost dealer sales and dealer

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ConsumerTRAC Report
Availability
• Utilization Reports –September/October 2004
– Expands utilization report to include
dealership sales, close rate and dealer
loyalty metrics
• Final Reports - November 2004
– Final campaign results for a specific
campaign
– Available on Division & Region (including
District & Zone/Branch) level
• Dynamic Report Application - October 2004
– Will be available via the “Dynamic Reports”
link on the internal reporting home page

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Frequently Asked QuestionsFrequently Asked Questions
ConsumerTRAC

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FAQ #1
Q. Why is the Division moving away from
MarketingPoint and DealerDirect?
A. Based on dealer feedback.
ConsumerTRAC has flexibility and
speed combined with significantly
lower costs. Also, simplicity – finally,
one place for dealers to access lists

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FAQ #2
Q. How much lower is the cost to send a
direct mail piece?
A. In MarketingPoint the cost was $5 per
list set-up fee plus 0.63 cents per mail
piece (8.25 x 5.25) - There is no per list
set-up fee and only a 0.484 cents per
mail piece cost - > 22% reduction in
cost

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FAQ #3
Q. At that price are dealers still getting
first class postage with ConsumerTRAC?
A. Yes, ConsumerTRAC only uses first class
postage. Dealers can expect their
customers to receive the mail piece in
3-5 days. Plus, for peace of mind,
dealers can have a sample piece sent
to an address of their choosing.

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FAQ #4
Q. Does ConsumerTRAC have any other
mail piece options?
A. Yes, at launch dealers can also order a
smaller size mail piece (6.0 x 4.25) at
a cost of 0.322 cents each - > 49%
reduction in cost when compared to
MarketingPoint. ConsumerTRAC also
plans additional mail piece options for
later release.

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FAQ #5
Q. Does it cost the dealer anything to
filter, view, print or download a list?
A. No, these ConsumerTRAC features are
provided at no charge to the dealers.

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FAQ #6
Q. What if a list is loaded for Explorers
and Expeditions and my dealer doesn’t
have many Expeditions?
A. ConsumerTRAC filters allow the dealer
to select vehicles that they have in
stock – they don’t need to spend
marketing money on vehicles they
don’t have.

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FAQ #7
Q. How is my region being tracked on the
Ford Division F-Series assignment?
A. Regions are tracked based on dealer
action. Dealers must order the mail
piece plus they must print or download
the customer list for the Region to get
credit.

172
Region Version
FAQ #8
Q. What are the dates for the Field
Manager Challenge?
A. Program period is July 20 thru
December 31 with an F-Series
emphasis Fast Start from July 20 thru
September 30

173
Region Version
FAQ #9
Q. What reports are available to tell us
how we are performing?
A. You can track you individual dealer
performance by logging in and
checking individual dealers. Regional
reports can be accessed from a link on
ConsumerTRAC

174
Region Version
ConsumerTRAC Resources
• General Help
– ConsumerTRAC Help Line:
• 1-888-811-TRAC (8722)
• Training
– Web-based
• Link from ConsumerTRAC
• DSA Help
– BAC Help Desk:
• 1-800-790-HELP (4357)
• Ford Division Contact
– Ana Dan

175
Region Version
Thank YouThank You
ConsumerTRAC
Help Line: 1-888-811-TRACHelp Line: 1-888-811-8722

177
Region Version
Appendix – DSA ProceduresAppendix – DSA Procedures
ConsumerTRAC

178
Region Version
How Do I Get To DSA?
https://dsa.dealerconnection.com

179
Region Version
DSA – Secure Logon

180
Region Version
DSA – Home Page

181
Region Version
DSA – Access by Employee

182
Region Version
SELECT

183
Region Version

184
Region Version
DSA – Home Page

185
Region Version
DSA – Access by Application
SELECT

186
Region Version
DSA – Access by Application

187
Region Version
DSA – Home Page

188
Region Version
DSA – Application Access Report

189
Region Version
DSA – Application Access Report

190
Region Version
Presentation Menu
• Meeting Purpose
• Meeting Agenda
• What is ConsumerTRAC?
• View From 30,000 Feet
• Dealer Set-Up
– Profile
– Budget
– Seed Contact
– E-Mail Notification
• Mailing a Postcard
• Customize a Postcard
• Downloading a List
• Printing a List
• Viewing a List
• Filtering a List
• Field Manager Challenge
• Dealer Visit – Step-by-Step
• Beyond the Basics
• Autofulfill
• Metrics
• Frequently Asked Questions
• Help Numbers
• Appendix – DSA Procedures

Leo Hillock, EVP
FordDirect
Call Tracking Services

Background
• DealerDirect is a joint venture, limited liability company
founded by Ford Dealers and Ford Motor Company in 2000.
Ownership structure is unique within the automotive
industry.
• Ford Dealers control 80% of the voting stock, with Ford
Motor Company having a 20% voting interest in the venture.
• The primary objective of FordDirect is to generate quality
sales opportunities by providing a superior online research
experience for consumers of Ford vehicles and a
centralized electronic direct marketing medium for Ford
Dealers.

Highlights
• FordDirect will celebrate its fourth year anniversary in
August.
• FordDirect Dealers sold over 180,000 new units in ‘03.
Current ’04 sales trend is over 200,000.
• Participation rates reached record levels.
• Launched LincolnVehiclesDirect and
MercuryVehiclesDirect product offerings.

Available Services
• New Vehicle Marketing – 3,135 Ford Dealers
(Top 1200 = 1,144; Midsize = 1,041; Select = 950).
• Pre-Owned Vehicle Marketing – 1,719 Ford
Dealers
(Top 1200 = 879; Midsize = 577; Select = 263)
• Call Tracking – 1,700 Ford Dealers
(Top 1200 = 675; Midsize = 559; Select = 466)
• Call Track-10 – 157 Ford Dealers
(Top 1200 = 114; Midsize = 34; and Select = 9)

Referral Filtering
Improve LeadImprove Lead
QualityQuality
FilterFilter
De-DuplicateDe-Duplicate
ValidateValidate
DealerDealer
~18% Marked
as Invalid

Call Tracking/ Call Track-10

Call Tracking Overview
• Provides a toll-free number on the FordDirect web site that is
specific to a dealership. Allows for placements on additional
web properties, such as DealerConnection or third-party
sites.
• Provides additional sales opportunities.
• Tracks phone referrals and adds consumer data as leads in
SalesPoint (or ALM).
• Records phone referrals for training purposes. Provides
dealers with a tool that can improve phone skills, follow-up
process and ultimately closing rate.

Dealer Benefits –
Overcoming Objections
• Generates more referrals.
– Toll-free number on LincolnVehiclesDirect,
MercuryVehiclesDirect and FordDirect captures customers
who otherwise would not submit an electronic referral.
• Improves your CSI.
– Calls are recorded and easily accessible and can be used to
coach individual salespeople.
• Measures the results of phone referrals.
• Allows for real-time call monitoring and customer
identification with VOIP technology.

Call Tracking Display

Call Tracking How it Works

Dealer Comments
“FordDirect Call Tracking is like
caller ID times 1000. We can see
exactly who is calling, and it
provides information such as yearly
income and marital status. But the
greatest thing about the FordDirect
system is it comes straight into [our
lead management system] so we’re
able to track our phone ups on a
daily basis. They’re automatically
downloaded into the system. We
can’t miss a call.”
-- Kacy Covert, Covert Ford
Austin, TX

Call Track-10 Overview
• Provides 10 unique, toll free national numbers that
dealers can assign to traditional advertising media.
• Enables dealers to know where customers are calling
from and provides customer information on each call,
before dealers pick up the phone.
• $499-per-month with no long-term commitment.

Dealer Benefits –
Overcoming Objections
• Maximizes the effect of advertising dollars -Reallocate
inefficient advertising dollars or cut ad expenses altogether
by measuring where calls are coming from.
• Generate more referrals - Capture customer data on calls
generated by advertising.
• Improves CSI - Use recorded calls to coach team and
improve their phone selling and service skills.
• Integrates with your CRM – Enters customer data
automatically into CRM tools allowing dealers to track every
prospect from marketing source to sale.
• Fits perfectly with dealers’ BDC strategies.

Call Track-10 Display

Call Track-10 How it Works
(800) 555-1212

Call Track-10 How it Works

Dealer Comments
“If knowing the customer is a key to
success, Hodge and his colleagues at
Harrold Ford have hit the jackpot, thanks
to FordDirect Call Track-10 – a
sophisticated tracking program that
provides sales consultants with publicly
available details about their customers even
before a phone conversation begins, and
allows managers to evaluate advertising
effectiveness.
‘I had no idea we were getting so many
sales calls as a result of the Internet
because there was no way to measure calls
accurately,’ Tom Anderson (GM) said.”
-- DealerWorld article, June/July 2004

Enrolling Dealers
• Dealers enroll in Call
Track-10 by
completing the
Dealer Participation
Agreement
contained in your
information package

Questions?

Dealer Assistance Center
Phone: (866) 550-7812
Fax: (313) 206-2750
Email: inquiry@forddirect.com

Tiger Baseball
Transportation Details

Brad Frohn / Ellen Nowacki
BDC Direction

BDC Performance – Jan to MarBDC Dealer Performance January to March
Internet Close Rate 2003 2004 Difference (ppt)
Top 25% BDC Dealers (96 dealers) 7.80% 10.30% 2.50
Average BDC Dealer (382 dealers) 6.20% 6.32% 0.12
Top 1200 Dealer (Less BDC - 818 dealers) 6.50% 6.40% -0.10
New Vehicle Retail Sales 2003 2004 Difference (%)
Top 25% BDC Dealers (96 dealers) 540 627 16.11%
Average BDC Dealer (382 dealers) 309 303 -1.94%
Top 1200 Dealer (Less BDC - 818 dealers) 280 273 -2.50%
ROI (Reported on 1984 statement)* 2003 2004 Difference (ppt)
Top 25% BDC Dealers 41.40% 101.90% 60.50
Average BDC Dealer 15.40% 42.10% 26.70
Top 1200 Dealer (Less BDC) 9.60% 21.10% 11.50
* Note: not all dealers report ROI
RTCM Close Rate 2003 2004 Difference (ppt)
Top 25% BDC Dealers (96 dealers) 7.09% 6.60% -0.49
Average BDC Dealer (382 dealers) 5.03% 4.80% -0.23
Top 1200 Dealer (Less BDC - 818 dealers) 4.03% 4.70% 0.67
Overall Sales Satisfaction @ 3 Months (Viewpoint) 2003 2004 Difference (ppt)
Average BDC Dealer 76 78 2.00
Top 1200 Dealer 77 78 1.00
Overall Sales Recommendation @ 3 Months (Viewpoint) 2003 2004 Difference (ppt)
Average BDC Dealer 85 87 2.00
Top 1200 Dealer 86 86 0.00

BDC Performance
• An increase in retail sales of 25.7% over Q1
2003
• An increase in retail registrations of 19.3% over
Q1 2003
• An increase in dealer ROI of 134.1 ppt over Q1
2003
• An increase in Internet close rates from 7.3 to
10.1, up 2.8 ppt over 2003
• An increase in RTCM close rates from 7.5 to 8.3,
up .8 ppt over 2003

BDC Training Program
• 1. BDC Maintenance Training. If your
dealership has completed the initial 12-day
Phase I launch (Internet, RTCM, Phone) enroll in
RCS maintenance training (call 800-221-4632 to
enroll).

• 2. BDC Seminar. Attend the Phase II BDC
Seminar July 19-21 in Dearborn, MI. Phase II
processes include Prospecting, Showroom
Unsold Follow-up and First Service
Appointment. The seminar will also examine
best practices for Phase I processes.

• 3. Phase II Training Phase II training will help
you launch the new BDC processes plus help
you improve and maintain your Phase I BDC
processes.

• 4. BDC Staffing. During your initial BDC
Strategy Assessment, your BDC Launch
Catalyst from Reynolds Consulting Services
(RCS) provided you a staffing guideline. Our top
performing dealers have invested in their BDC
with the incremental non-selling representatives
recommended by RCS, and they are reaping the
rewards from their investment.

5. BDC Manager Training. We will offer
supplemental BDC Manager Training, July 21-
23 immediately after the BDC Seminar in
Dearborn. This training consists of two
separate one-day courses by RCS and Stuker
& Associates and targets key actions and
attributes your BDC Manager needs to take
your BDC performance to the next level. In
addition, both RCS and Stuker offer five-day
BDC Manager Seminars endorsed by Ford.

BDC Staffing

RCS Enrollment Team
Territories

Ellen Nowacki / Laurie Ash
RTCM
Retail Trade Cycle Management

Barb Roden / Mike Somers
DealerConnection

Tim Aube / Doug Mitchell
Internet

Average Response Time
• eMystery Shop from all
17 Regions
• 1215 Dealers Shopped
• Overall Average
response time - 6 Hours
7 Minutes

eMystery Shop Details

eMail Response Score Sheet
Customers Purchase at a 4
Times Higher Rate
1. Direct Contact
2. Consumer Received
Quote
3. Dealer Confirmed
Availability
4. Dealer Showed Genuine
Interest
5. Customer Contacted
More Than Once

Successful Email Template
Quoting Price
Offering Next Steps
Confirming Vehicle in
Inventory
Offering Alternative
Dealer Differential
Providing Reason to Act
Quickly

Time From Initial Request to Sale
(34,565 Internet Leads Tracked for 6 Months)
5.8%
44.4%
15.6%
7.5%
4.8% 3.6% 2.8% 2.6%
12.9%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Same
Day
Wk 1 Wk 2 Wk3 Wk 4 Wk 5 Wk 6 Wk 7 After 7th
Wk
YTD 2004 (01/01/04 – 06/30/04)

Long Term Follow Up

Without Process
Actual BDC Coordinator without a
Response and Follow up Process

Doug Mitchell / Tim Aube
Salespoint / Lead Response Time

Key Deliverables
Modify Salespoint to provide the following:
• Measure response time
– Based on dealer business hours
• Notify dealer of unresponded leads
– Immediate, 4 hour and 9 hour notifications
• Promote a First Quality Response (FQR)
– 2 “Best in Class” templates provided
• Provide daily and monthly reporting
– Ability to track individual leads and overall
performance

LRT Pilot
• California and Kansas City launched on
December 1, 2003
• Boston launched on May 6, 2004
– Any non-auto response, individual email qualifies
– Best-in-class templates provided
– Re-defined business hours
– Remote capability provided

How does it work?
• LRT applies only to Ford-sourced leads for new
vehicles
– Ford Direct leads (incl. eCoupon, A/X/Z)
– DealerConnection leads (incl. FastQuote and New
Inventory)
• Any non-auto response, individual email
response will “stop the clock”

How does it work?
• 2 Best-in-Class templates are provided to assist
in the creation of a First Quality Response
(FQR) email
• An FQR should include 4 main elements:
– Vehicle confirmation
– Alternatives
– Pricing
– Next Steps

FQR templates
Dear %custname%,
Thank you for your inquiry on the %itemyear% %itemmake% %itemmodel
%. Below you will find the information you requested:
New MSRP:
Our Price:
Below is a window sticker of an available vehicle.
(Paste MSRP sticker here)
Would you like to see an invoice for this vehicle?
Many of our customers enjoy the convenience of being pre-approved for
financing prior to setting an appointment. For Credit Pre-Approval,
CLICK HERE.
If you would like an estimate of what your payments will be, CLICK HERE.
For information on their trade-in, our customers like (Insert evaluation site
name here) for estimating the value on a used vehicle. CLICK
HERE to look up the Year, Make and Model of your vehicle. To get
the most accurate estimate, be sure to use their guidelines for rating
the condition. If you prefer, call me and I will do it for you.
If you would like driving directions to %organization%, CLICK HERE.
I will contact you shortly regarding more information on the %item%. By the
way, I have several other vehicles in stock that are similar to this and
less expensive. I would be happy to let you know more about these
vehicles, equipment options, financing, and anything else that might
help you. Meanwhile, if there is anything I forgot, or anything else
you need to make a completely informed buying decision, please
don't hesitate to ask me by e-mail or calling me at %repphone%.
Sincerely,
%repname%
%organization%
Hello %custname%,
Thank you for your inquiry on the %itemyear% %itemmake% %itemmodel
%. Below you will find the information you requested:
Make:
Model:
New MSRP:
Our Price:
Trade in Appraisal:
*Payment:
If you are interested in comparing this vehicle to something similar, here is
an alternative that you may want to consider to help you in your
buying decision:
Make:
Model:
New MSRP:
Our Price:
Trade in Appraisal:
*Payment:
*Your actual payment will vary depending on down payment, interest rate,
length of financing, and trade-in.
By the way, we have several other vehicles in stock that are similar to these
and less expensive. We would be happy to let you know more about
these vehicles, plus provide information on the value of your car,
equipment options, financing, and anything else that will help you
make an informed decision. Please contact me if you are interested.
My direct line is %repphone% or you can email me at %repmail%. If you’d
like to take a virtual tour of our inventory, click here: www.dealer.com

How does it work?
• Remote Responses
– Dealers are able to forward leads to email capable
tools (i.e. Blackberry), respond to leads and “stop the
clock”
– Responses MUST be sent to Salespoint for re-routing
• Salespoint will automatically calculate response
times based on each dealer’s business hours
– Based on each dealer’s DealerConnection website
– Holidays are excluded
• New Years, Memorial Day, July 4th, Labor Day,
Thanksgiving and Christmas

Email Alerts
• Email alerts will be sent when a lead is received
and at 4 & 9 hours of inactivity
• Encourage the use of an escalation process:
– Immediate: ISR
– 4 hour: ISM
– 9 hour: GSM

LRT Reporting
• Daily and monthly recap reporting will be published and
available from FMCDealer under “eBusiness Metrics
Reports” and the Ford Division Intranet

LRT Reporting
• Dealers who have not signed the Salespoint “Terms of
Use” will not have customer lead details in their reporting.

What if a dealer uses an ALM?
• Ford is working with the major ALMs to share
lead response time data nightly for inclusion in
the daily and monthly reporting.
• ALM dealers will be included in the national
launch of LRT.

Reduced Fax Content Example
Fast Quote - FordDirect
To: Maxwell Ford, Inc
Fax Number: (512) 555-8765
Subject: Immediate Response Required
Lead Received: October 16, 2003
Customer Name: Charlie Smith
Vehicle: 2004 Ford Expedition
Go to http://salespoint.dealerconnection.com to respond.
If you require technical assistance, please contact the Technical
Assistance Center (TAC) at 800-357-7932.

Reduced Fax Content
• Capturing a response time requires the use of a
lead management tool.
• Customers prefer e-mail as their first response
after submitting a lead.
• Customer follow-up is easier in Salespoint
• Prevent non-Internet Sales Consultants from
working leads meant for the Internet Sales
Department.
Note: This will require all dealers to use a lead
management tool

Pilot LRT Metrics
California Leads Email Responses Response Time
March 5128 1680 (32.7%) 347
April 6583 1937 (29.4%) 201 (-42%)
May 7665 3279 (42.7%) 239 (+19%)
June 7571 3452 (5.3%) 207 (-13.4%)
Kansas City Leads Responses Response Time
March 4910 1597 (32.5%) 447
April 5258 1889 (35.9%) 144 (-68%)
May 5329 2438 (45.7%) 161 (+12%)
June 5738 2838 (16%) 160
Boston Leads Responses Response Time
May 4190 1501 (35.8%) 153
June 4193 1754 (16.8%) 153

National Launch Plans
• LRT has been reviewed with Field Operations,
Ford Division Marketing and the Select Dealer
Sub-Committee
• National Launch Date is October 4th
, 2004
– Salespoint
– ALM providers

Regional Assignment
• Obtain dealer email addresses for alerts
– Reynolds will pre-populate addresses into Salespoint
• Enroll dealers in a Lead Management tool
– Approximately 250 dealers do not have a tool
• Ensure dealers are comfortable with Salespoint
– 50% of enrolled dealers do not actively use the tool
– eBSC will be available to provide phone-based
training
• Ensure dealers have signed the Salespoint
“Terms of Use”

Regional Assignment - Email
log
Region Zone P&A Code Dealer Initial Alert 4 Hour Alert 9 Hour Alert
A 007 00277 Carey Paul Ford
A 008 04230 Lou Sobh Ford, Inc.
A 009 00412 World Ford Stone Mountain
A 022 00509 Allan Vigil Ford
A 024 00529 Gene Evans Team Ford
A 059 00487 John Bleakley Ford, Inc.
A 061 00369 Courtesy Ford
ALM
ALM
• For each dealer, identify an email address for
each alert type
• Registered ALM dealers have been identified and
do not require email addresses
• Completed logs are due by 9/2

Resources Available
• LRT tutorial
– Available on FMCDealer.com under
DealerConnection/eTools
• FAQs
• eBSC
– Conference call training sessions (Salespoint and
LRT)
– Unlimited call support, 1-800-357-7932
• Dealer Fordstar broadcast – 9/16, Noon (EST)
• Lead Management tool status

Salespoint Feedback

259
Virtual BDC
Benchmarking Results
Tim Aube

260
Virtual BDC
Definition:
• 3rd party service and/or software that permits dealers
to outsource one or more BDC processes
Unsold Follow-Up Prospecting ServiceShowroom
Inbound Phone InternetRTCM/RCL

261
VBDC Benchmarking
We were asked to benchmark VBDC suppliers
and report out
Agenda:
•Benchmark Methodology
•State of the Industry
•Best Practices
•Best-In-Class Integration
•Next Steps

262
Dealer Verification
•Contract terms
•Satisfaction
•Data/Software
compatibility
•Process integration
•Training/Support
•Integration challenges
Dealer Verification
•Contract terms
•Satisfaction
•Data/Software
compatibility
•Process integration
•Training/Support
•Integration challenges
Phase I: Eliminate
Pretenders
•Services marketed
•Core competencies
•Cost
•173 variables
Phase I: Eliminate
Pretenders
•Services marketed
•Core competencies
•Cost
•173 variables
VBDC Benchmark
Methodology
7 Suppliers
Most Useful to Ford/LM Dealers
Phase II: In-Depth Interviews
•Clarify survey answers
•Validate current services
Phase II: In-Depth Interviews
•Clarify survey answers
•Validate current services
Phase III: Correlate With
Ford Processes
•Follow-up survey
•Evaluate services by 7 Ford
recommended processes
Phase III: Correlate With
Ford Processes
•Follow-up survey
•Evaluate services by 7 Ford
recommended processes
27 Suppliers
13 Suppliers
9 Suppliers

263
VBDC Myth versus Reality
Myth
•VBDC suppliers are handling many complex
functions traditionally performed by dealership
personnel
•Large numbers of dealers are utilizing
VBDC suppliers
Reality
•Few VBDC suppliers have direct inbound
phone/internet capabilities – most specialize
in outbound campaigns
•Few dealers utilize VBDC suppliers

264
VBDC State of the Industry
Inbound Outbound
Company
Inbound
Phone
Internet RTCM
Unsold
Follow Up
Prospecting Service
Auto Listener - 7 7 18 18 -
CFM - - 37 21 2 -
DealerHQ - - 10 20 - -
eLead - 13 46 46 44 Piloting
Newgen 41 1 13 25 13 10
The Sales Academy - - 37 9 - -
Who’s Calling - - 5 - 6 9
FMC Dealers Utilizing Virtual BDC Suppliers

265
VBDC Integration Issues
Do Not Call Integration
• Dealers are liable for 3rd
party VBDC actions
• Dealers need to ensure compliance with DNC requests
• 10-day limit
Data Integration
• Integrated back into DMS (varies by supplier)
• Campaign results are usually not automated into CRM
Appointment Processes Integration
• Dealerships need internal BDC processes
• Processes need to be institutionalized – requires dealer
commitment

266
Dealer Feedback
Newgen Inbound Phone
Pilot• Hopkins Ford, Jenkintown, PA – Jack McKenzie
“We discontinued the program because Newgen isn’t ready yet. We
were getting numerous customer complaints… If they called back in a
year, after they fixed the process, I would try them again”.
• Hopkins Ford – Rich Wesser
The key challenges we faced:
• Customers could tell they were at an off-site call center
• Customers felt deceived
• Representatives didn’t have on-line access to critical information
• Liberty Ford, Vermilion, OH – Harry Lum
“Newgen drove traffic to the dealership, but the appointment process
lacked dealership integration”… Our phone customers could tell they
were off-site, and the call center demographics were not aligned with
our customer base”.

267
Dealer Feedback
David Surguine – President, Northpoint Ford, Little Rock, AR
“The bottom line is that we have more control when we keep it in-house.”
Kacy Covert - SM, Covert Ford, Austin, TX
“We’ve used a VBDC supplier for mailers before… but we would never replace
our BDC or have them handle inbound phone calls or internet leads.”
Bob Wheat - GM, Village Ford, Dearborn, MI
“I think of them as the finishing process… we have our own
in-house BDC.”
Brad York - DP, York Ford
“I’ve heard some complaints that they may be a bit too pushy or
are calling our customer too late.”
Brian Chapman - GM, Homer Skelton Ford, Olive Branch, MS
“We’ve experienced some problems with them writing specific software
for our store.”
See Appendix C for more details

268
DMSDMSDMSDMS
VBDC Integration - Vision
2005 Ford CKS
VBDC Performed ActionsVBDC Performed Actions
Dealer Performed BDC ActionsDealer Performed BDC Actions
Dealer / VBDCDealer / VBDC
CRM SolutionCRM Solution
Data SharingData Sharing
ReportingReportingInternet RTCM/RCL Prospecting
Unsold
Follow-Up Service
Inbound
PhoneShowroom
Internet RTCM/RCL Prospecting Unsold
Follow-Up
ServiceInbound
Phone
Showroom
? ? ?

269
DMSDMSDMSDMS
BIC Example: eLeadBIC Example: eLead
Dealer Performed BDC ActionsDealer Performed BDC Actions
RTCM/RCL Prospecting
Unsold
Follow-Up Service
Inbound
PhoneShowroom
Internet RTCM/RCL Prospecting Unsold
Follow-Up
ServiceInbound
Phone
Showroom
VBDC Integration - Today
Internet
2005 Ford CKS
Data Sharing
Reporting

270
Virtual BDC: Ford Next Steps
Pursue Data Sharing Agreements
•Q4/’04: capture inbound phone metrics
•Q2/’05: capture outbound phone metrics
•Ford supplies dealer with sales match report
•2005: list of Ford approved suppliers that
share data we can track
July BDC Phase II Seminar
•General Session presentation
•Disseminate best practices

271
VBDC: Tier II/III Utilization
Tier II: Integrate FDAF campaigns
•Support promotional events
•Targeted solution
•Example: Phoenix FDAF Tent Sale – 622 incremental sales
Tier III: Dealer opportunities
•Dealer supplement to in-house activity
•Example: Galpin
•Utilizes eLead to outsource heavy lifting
• Specialized Campaigns, RTCM, Prospecting, & CSI

272
Appendix A:
Benchmarked Suppliers
• ADI/Automotive Dynamics, Inc.
• All Star Associates
• Atcon
• Auto Advantage Plus
• Auto Listener
• BDAG/Business Development
Automotive Group
• Budco
• BZ Productions/BZ Results
• CFM/Customer Focused Marketing
• Customer Research, Inc.
• DME
• DealerHQ
• Dealer Product Services
• eLead
• Hendrix Marketing
• Intellesys
• Kathy Knight & Associates
• Newgen
• PCheck
• Percepta
• Remarketing Services of America
• Resource Group
• Reynolds & Reynolds
• RPM
• Sales Academy
• Service Marketing
• Who's Calling
Blue indicates those interviewed

273
Appendix B:
Virtual BDC Best Practices
Top Ten Things Dealers Should Know About VBDC Suppliers
• Contract requirements
• Initial set-up cost
• Additional cost for training
• Technical support provided, and it’s cost
• Report Metrics
• Web-based, with real-time reporting capabilities
• Suppliers should use dealer-provided scripts or modify their scripts to dealer specifications
• Suppliers should customize the follow-up timeline to meet dealer processes
• Suppliers must comply with dealer requirements to manage the Do Not Call customer base
• Supplier’s data must integrate with the dealer’s DMS tools, and the dealership should have
access to all the notes entered
Dealership VBDC Best Practices
1.Dealers should define what they want their BDC to do
2.Best use of Virtual BDC is outbound opportunities like RTCM lists and Prospecting
3.Phone Reps incentivized by appointments kept, not appointments set
4.Get and Check dealer references
5.Customize supplier to dealership’s needs, rather than changing BDC processes to suit supplier

274
Appendix C:
Dealership Comments
David Surguine- President, Northpoint Ford, Little Rock, AR
“eLead has approached us and it sounds great, but the bottom line is that we have more control when we keep it in
house. It may be a bit more costly to keep it in house, but it’s worth it to have the information at our fingertips and
know that it is accurate. I think there
is a big difference between a call center that houses 200 reps and doesn’t have a personal touch versus our BDC that I
can walk into at anytime and ask one of our phone reps about specific calls and find out how the day is going.”
Mark Archer- GSM, John Bleakly Ford
“We’ve only been using the service since the beginning of June, but overall I would rate
it a 4 out of 5. We decided to use a virtual BDC rather than install one in-house because
of money - eLead was cheaper.”
Bob Wheat- GM, Village Ford, Dearborn, MI
“I think they’re great - one of the best we’ve used. I think of them as the finishing process, not necessarily a service to
develop business because we have our own in house BDC.”
Kacy Covert- SM, Covert Ford, Austin, TX
“We’ve used a VBDC supplier for mailers before and it helped us to handle the volume.
We use it as a supplement to our BDC, but we would never replace our BDC or have
them handle inbound phone calls or internet leads.”
Brad York, DP, York Ford
“They’re doing our sales and service follow up and I would say they’re pretty good. I’ve heard some complaints that
they may be a bit too pushy or are calling our customers to late.”
Brian Chapman, GM, Homer Skelton
“We use them for sales, service and prospecting. On a scale of 1-5, I would give them a 4. We’ve experienced some
problems with them writing specific software for our store, but I would recommend them to other dealers.”

Regional Needs

Bob Wolfbauer / Katie Barnes
Regional Best Practices

Bdc coordinator conference

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