automotive bdc workshop; retail trade cycles
DESCRIPTION
Automotive BDC Workshop; Retail Trade CyclesTRANSCRIPT
Retail Trade CycleRetail Trade CycleManagementManagement
Retail Trade CycleRetail Trade CycleManagementManagement
RTCM VideoRTCM VideoRTCM VideoRTCM Video
TargetTargetMarketingMarketing
TargetTargetMarketingMarketing
BuildingBuildingCustomerCustomer
RelationshipsRelationships
BuildingBuildingCustomerCustomer
RelationshipsRelationships
RTCMRTCMProcessProcess
RTCMRTCMProcessProcess
MetricsMetricsMetricsMetrics
Wrap-UpWrap-UpWrap-UpWrap-Up
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Video to ComeVideo to Come RTCMRTCMVideoVideoRTCMRTCMVideoVideo
BackBack NextNextHomeHomeHomeHome
Start Page
SalesSalesDetailDetailReportReport
SalesSalesDetailDetailReportReport
Evaluate and update current databaseEvaluate and update current databaseUtilize Ford RTCM Lists – they are buyersUtilize Ford RTCM Lists – they are buyers
Download program specific listsDownload program specific listsSelect customers based on past trade cyclesSelect customers based on past trade cycles
Send direct mailSend direct mailInclude (Do Not Call) override request in mailingInclude (Do Not Call) override request in mailing
Choose customers with similar vehicles basedon incentivesChoose customers with similar vehicles basedon incentives
Use postcards – they get readUse postcards – they get read
Contact customers by phone – personal touchContact customers by phone – personal touch
Conduct bulk email campaignsConduct bulk email campaigns
Prospect for service or aftermarket businessProspect for service or aftermarket business
Schedule long-term follow-up communicationSchedule long-term follow-up communication
NextNextNextNext
Science of Target MarketingScience of Target Marketing
HomeHomeHomeHome
Start Page
SalesSalesDetailDetailReportReport
SalesSalesDetailDetailReportReport
Evaluate and update current databaseEvaluate and update current databaseUtilize Ford RTCM Lists – they are buyersUtilize Ford RTCM Lists – they are buyers
Download program specific listsDownload program specific listsSelect customers based on past trade cyclesSelect customers based on past trade cycles
Choose customers with similar vehicles basedon incentivesChoose customers with similar vehicles basedon incentives
Use postcards – they get readUse postcards – they get read
Contact customers by phone – personal touchContact customers by phone – personal touch
Conduct bulk email campaignsConduct bulk email campaigns
Prospect for service or aftermarket businessProspect for service or aftermarket business
Schedule long-term follow-up communicationSchedule long-term follow-up communication
NextNextNextNext
Science of Target MarketingScience of Target Marketing
HomeHomeHomeHome
Send direct mailSend direct mailInclude (Do Not Call) override request in mailingInclude (Do Not Call) override request in mailing
BackBackBackBack
Start Page
SalesSalesDetailDetailReportReport
SalesSalesDetailDetailReportReport
NextNextNextNext
Science of Target MarketingScience of Target Marketing
HomeHomeHomeHome BackBackBackBack
Evaluate and update current databaseEvaluate and update current database
Download program specific listsDownload program specific listsSelect customers based on past trade cyclesSelect customers based on past trade cycles
Choose customers with similar vehicles basedon incentivesChoose customers with similar vehicles basedon incentives
Use postcards – they get readUse postcards – they get read
Contact customers by phone – personal touchContact customers by phone – personal touch
Conduct bulk email campaignsConduct bulk email campaigns
Prospect for service or aftermarket businessProspect for service or aftermarket business
Schedule long-term follow-up communicationSchedule long-term follow-up communication
Send direct mailSend direct mailInclude (Do Not Call) override request in mailingInclude (Do Not Call) override request in mailing
Utilize Ford RTCM Lists – they are buyersUtilize Ford RTCM Lists – they are buyers
Start Page
SalesSalesDetailDetailReportReport
SalesSalesDetailDetailReportReport
NextNextNextNext
Science of Target MarketingScience of Target Marketing
HomeHomeHomeHome BackBackBackBack
Evaluate and update current databaseEvaluate and update current database
Download program specific listsDownload program specific listsSelect customers based on past trade cyclesSelect customers based on past trade cycles
Choose customers with similar vehicles basedon incentivesChoose customers with similar vehicles basedon incentives
Use postcards – they get readUse postcards – they get read
Contact customers by phone – personal touchContact customers by phone – personal touch
Conduct bulk email campaignsConduct bulk email campaigns
Prospect for service or aftermarket businessProspect for service or aftermarket business
Schedule long-term follow-up communicationSchedule long-term follow-up communication
Send direct mailSend direct mailInclude (Do Not Call) override request in mailingInclude (Do Not Call) override request in mailing
Utilize Ford RTCM Lists – they are buyersUtilize Ford RTCM Lists – they are buyers
Start Page
SalesSalesDetailDetailReportReport
SalesSalesDetailDetailReportReport
NextNextNextNext
Dealer ReportDealer Report
HomeHomeHomeHome BackBackBackBack
Start Page
SalesSalesDetailDetailReportReport
SalesSalesDetailDetailReportReport
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Sales Detail SummarySales Detail Summary
HomeHomeHomeHome BackBackBackBack
RTCM Customer ListRTCM Customer List # of # of CustomersCustomers
Sales atSales atHometown Ford, IncHometown Ford, Inc..
Sales at Other Sales at Other DealersDealers
3Q In Equity3Q In Equity 11 00 11
3Q No Equity3Q No Equity 33 00 33
3Q Non Ford Credit3Q Non Ford Credit 66 44 11
2Q In Equity2Q In Equity 2121 1010 1111
2Q No Equity2Q No Equity 1313 77 66
2Q Non Ford Credit2Q Non Ford Credit 5555 1616 3939
TotalTotal 9898 3737 6161
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Sales Detail ReportSales Detail Report SalesSalesDetailDetailReportReport
SalesSalesDetailDetailReportReport
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Hometown Ford Inc. (F22778) RTCM Sales Details
ABC Region
Zone C
Sales for: June 11, 2003-July 22, 2003
RTCM
Customer Past Sale Sale Selling
List Customer Name Address Model Date Model Dealer_______
Q2 CIE____________________________________________________________________________________________________________
Jones, Richard250 Bayside Dr., Tampa FL 33467 Mustang 6/15/03 Mustang Other
Parsons, Christine 401 Spring Ave., Atlanta, GA 30170 F-Series 6/21/03 F-Series Other
Herman, Albert6422 Thomas St., Tampa FL 33467 Econoline 6/23/03 Econoline Hometown
Cohen, Paul 308 E River Rd., Plant City FL 33565 Mustang 6/30/03 Ranger Hometown
Freeman, Patricia P.O. Box 2, Orlando FL 33076 Explorer 7/6/03 Explorer Other
Thompson, Melinda 43 Albright Lane, Bradenton FL 34202 Expedition 7/6/03 Navigator Other
Smith, Victor 168 W Carson DR, Tampa FL 33467 F-Series 7/8/03 F-Series Other
Lyons, Randal 1740 Nascar BLVD, Homestead FL 33403 Ranger 7/9/03 Explorer Hometown
Henderson, Craig 1221 Willow Way, Lakeland FL 33549 Explorer 7/11/03 Mustang Hometown
School, Douglas 2 Grand CT, Shores FL 34446 Explorer 7/17/03 Aviator Other
Convoy, James 335 Citrus Circle, Apopka FL 33809 Explorer 7/21/03 Explorer Other
--------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------
List Total 11
Hometown Ford Inc. (F22778) RTCM Sales Details
ABC Region
Zone C
Sales for: June 11, 2003-July 22, 2003
RTCM
Customer Past Sale Sale Selling
List Customer Name Address Model Date Model Dealer_______
Q2 CIE____________________________________________________________________________________________________________
Jones, Richard250 Bayside Dr., Tampa FL 33467 Mustang 6/15/03 Mustang Other
Parsons, Christine 401 Spring Ave., Atlanta, GA 30170 F-Series 6/21/03 F-Series Other
Herman, Albert6422 Thomas St., Tampa FL 33467 Econoline 6/23/03 Econoline Hometown
Cohen, Paul 308 E River Rd., Plant City FL 33565 Mustang 6/30/03 Ranger Hometown
Freeman, Patricia P.O. Box 2, Orlando FL 33076 Explorer 7/6/03 Explorer Other
Thompson, Melinda 43 Albright Lane, Bradenton FL 34202 Expedition 7/6/03 Navigator Other
Smith, Victor 168 W Carson DR, Tampa FL 33467 F-Series 7/8/03 F-Series Other
Lyons, Randal 1740 Nascar BLVD, Homestead FL 33403 Ranger 7/9/03 Explorer Hometown
Henderson, Craig 1221 Willow Way, Lakeland FL 33549 Explorer 7/11/03 Mustang Hometown
School, Douglas 2 Grand CT, Shores FL 34446 Explorer 7/17/03 Aviator Other
Convoy, James 335 Citrus Circle, Apopka FL 33809 Explorer 7/21/03 Explorer Other
--------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------
List Total 11
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Building Customer RelationshipsBuilding Customer Relationships
• What are your next steps for gettingthose lost customers back?
• What are your next steps for gettingthose lost customers back?
BuildingBuildingCustomerCustomer
RelationshipsRelationships
BuildingBuildingCustomerCustomer
RelationshipsRelationships
BackBack NextNextNextNextHomeHomeHomeHome
Start Page
Building Customer RelationshipsBuilding Customer Relationships
• What steps could you take to prevent losing future customers?
• What steps could you take to prevent losing future customers?
BuildingBuildingCustomerCustomer
RelationshipsRelationships
BuildingBuildingCustomerCustomer
RelationshipsRelationships
NextNextNextNextBackBackBackBackHomeHomeHomeHome
Start Page
Building Customer RelationshipsBuilding Customer Relationships
• How will you ensure that customers who buy from you become customers for life?
• How will you ensure that customers who buy from you become customers for life?
BuildingBuildingCustomerCustomer
RelationshipsRelationships
BuildingBuildingCustomerCustomer
RelationshipsRelationships
NextNextNextNextBackBackBackBackHomeHomeHomeHome
Start Page
Building Customer RelationshipsBuilding Customer Relationships
• How can you build strong relationships,not just between customers and your Sales Consultant, but between customersand your dealership?
• How can you build strong relationships,not just between customers and your Sales Consultant, but between customersand your dealership?
BuildingBuildingCustomerCustomer
RelationshipsRelationships
BuildingBuildingCustomerCustomer
RelationshipsRelationships
NextNextBackBackBackBackHomeHomeHomeHome
Start Page
RTCM ProcessRTCM Process
BackBack NextNextNextNext
RTCMRTCMProcessProcessRTCMRTCM
ProcessProcess
Download Lists
Download Lists
HomeHomeHomeHome
Start Page
RTCM ProcessRTCM Process
NextNextNextNextBackBackBackBack
RTCMRTCMProcessProcessRTCMRTCM
ProcessProcess
Direct Mail /Do Not CallDirect Mail /Do Not Call
HomeHomeHomeHome
Start Page
RTCM ProcessRTCM Process
NextNextNextNextBackBackBackBack
RTCMRTCMProcessProcessRTCMRTCM
ProcessProcess
Script/Data/AppointmentScript/Data/Appointment
HomeHomeHomeHome
Start Page
RTCM ProcessRTCM Process
NextNextNextNextBackBackBackBack
RTCMRTCMProcessProcessRTCMRTCM
ProcessProcess
Advise SalesDepartment
Advise SalesDepartment
HomeHomeHomeHome
Start Page
RTCM ProcessRTCM Process
NextNextNextNextBackBackBackBack
RTCMRTCMProcessProcessRTCMRTCM
ProcessProcess
ConfirmationConfirmation
HomeHomeHomeHome
Start Page
RTCM ProcessRTCM Process
NextNextNextNextBackBackBackBack
RTCMRTCMProcessProcessRTCMRTCM
ProcessProcess
AppointmentOutcome
Call
AppointmentOutcome
Call
HomeHomeHomeHome
Start Page
RTCM ProcessRTCM Process
BackBackBackBack
RTCMRTCMProcessProcessRTCMRTCM
ProcessProcess
NextNext
Follow-UpFollow-Up
HomeHomeHomeHome
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MetricsMetrics
•How many contacts?
•How many appointments set?
•How many are kept?
•How many sales?
•How many contacts?
•How many appointments set?
•How many are kept?
•How many sales?
MetricsMetricsMetricsMetrics
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02/07/2004
BDC Analysis Metrics ChartBDC Analysis Metrics Chart MetricsMetricsMetricsMetrics
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3,881 16% 31%
HomeHomeHomeHome
6,861
6,478
2.979
1,502
1,198
1,688
859
633
874
392
13%
6%
53%
52%
46%
55%
57%
57%
56%
43%
23%
25%
13%
2,156
Start Page
3,881 16% 31%
6,861
6,478
2.979
1,502
1,198
1,688
859
633
874
392
13%
6%
53%
52%
46%
55%
57%
57%
56%
02/07/2004
43%
23%
25%
13%
BDC Analysis Metrics ChartBDC Analysis Metrics Chart MetricsMetricsMetricsMetrics
2,156
BackBackBackBack NextNextNextNextHomeHomeHomeHome
6,478 1,502 859 392 6% 46% 57% 23%13%
Start Page
BDC Analysis Metrics ChartBDC Analysis Metrics Chart MetricsMetricsMetricsMetrics
BackBackBackBack NextNext
02/07/2004
HomeHomeHomeHome
3,881 16% 31%
6,861
6,478
2,156
2.979
1,502
1,198
1,688
859
633
874
392
13%
6%
53%
52%
46%
55%
57%
57%
56%
43%
23%
25%
13%
Start Page
Best PracticesBest Practices
• Review customer retention metrics regularly• Send (Do Not Call) letter• Generate direct mail campaigns• Download multiple lists• Look for additional profit opportunities• Utilize Welcome Back Board• Make appointment confirmation call• Combine appointment outcome call withtwo-day sold follow-up call
• Review customer retention metrics regularly• Send (Do Not Call) letter• Generate direct mail campaigns• Download multiple lists• Look for additional profit opportunities• Utilize Welcome Back Board• Make appointment confirmation call• Combine appointment outcome call withtwo-day sold follow-up call
Wrap-UpWrap-UpWrap-UpWrap-Up
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ResourcesResources Wrap-UpWrap-UpWrap-UpWrap-Up
Retail Trade Cycle Management
Pages ##-##
Retail Trade Cycle Management
Pages ##-##
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