WHAT ARE WE DOING NOW?WHY DO WE DO IT THIS WAY?HOW CAN WE DO IT BETTER?

OUR BIG PICTURE!

IN-BOUND OUT-BOUND

PHONE • MAIL • eMAIL

100%

The 7 Profit Leaks

FIND SERVE KEEP

#2 PHONE SALES PROCESS

#1 SHOWROOM SALES PROCESS

#3 INTERNET SALES PROCESS

#4 UNSOLD FOLLOW UP PROCESS

#5 SOLD FOLLOW UP PROCESS

#6 SERVICE FOLLOW UP PROCESS

#7 PROSPECTING PROCESS

1stweek

1stmonth

1styear

2ndyear

3rdyear

4thyear

5thyear

6thyear

LOW

HIGH

Phone Contact

Loyalty

Repair Dollars

#6 SERVICE FOLLOW UP

#4 UNSOLD FOLLOW UP

SERVEFIND KEEP

CRC

Walk-In

Internet

PhoneOTHER

Service

Unsold80%

Permission Based Customer Contact

Sell & Service more vehicles profitably!

SOLD

SOLD 20%

- Unsold Walk-Ins- Unsold Phone- Unsold Internet

- Sold - Service - Prospects

Mail, email & phone

Lease

Finance

75%Lost

500

250

100

100

75

400

Profit OpportunityProfit Opportunity

Walk-In Phone Internet

Unsold Sold

500

5%

25

250

5%

12.5

100

5%

5

4005%

20

100

5%

5

67.5 x $1250 = $84,375

12 x $84,375= $1,012,500.

Moving the “NEEDLE” slightly makes a BIG Difference!

We SAW how a CRC could make aDIFFERENCE!

WE Identified the OPPORTUNITIES!Now, we need to APPLY them!

What does it take to go from...

Concept

REALITY?

•Improved Sales, Profit & CSI•Increased Customer Loyalty•Improved Tracking of Information•Better Customer Follow Up•Long Term Customer Relationship

The CRC is the “Insurance Policy” for the DEALERSHIP!

Our CRC Goals

Pre-Sale Sale Post-Sale

Re-Sale

Customer Relationship Center Starters

• Dedicated Place

Promote a Telephone Environment

• Dedicated PeoplePay Plans that Reward activities you wantOrganized People with Computer SkillsDirector/Department answering to GM or Dealer

• Dedicated ProcessesUnsold Follow Up (Daily)Sold Follow Up (Daily)Service Follow Up (Daily)Internet Management (Daily)Inbound Phone Calls (Daily)Lease Renewal Follow Up (Weekly)Prospecting (Weekly)

• TechnologyTake advantage of technology

Customer Relationship Center

Technology

How will/do you DECIDETo manage YOURINFORMATION?

Internet Lead Management:Contact Management

SalespointOutlook

Customer Information Mgmt:Contact Management

Prospecting:Manufacturing Lists

Third party sitesDealer database management

Reporting:Microsoft Excel

Contact ManagementDMS

Can you Utilize CRM Process and Applications Daily to:

Daily Relationship Management

•Capture Customers - Live•Record Activities•Manage Daily Tasks•Organize Information•Communicate to Customers•Manage Concerns•Report ResultsSELL MORE

VEHICLES

CRC Report - MAY 2008

AUTOMARK PAGE STATS

Unique Visits 5,562

Page Views 11,473

DEALERCONNECTION PAGE STATS MTD

Unique Visits

Page Views

Average Visit Length

CRC ACTIVITY MTD

Outbound Calls Sales & Service 616

Inbound/Outbound Leads 553

Internet Leads 312

Appointments Made Sales & Service 325

Sales & Service Confirmations 308

Appointments Showed Sales & Service 182

Appointments Showed Sales 141

Unsold Follow Up Sales 17

TOTAL - Unit Sales 59

Our CRC Results

With our CRC Reports We Track:Outbound CallsInbound CallsInternet OpportunitiesWeb Page StatsAppointmentsUnits SOLD

VEHICLE DETAIL

NEW - Units Sold FE Gross BE Gross Total

Cars 17 $13,496 $13,172 $26,668

Trucks 25 $23,880 $26,308 $50,188

Total 42 $37,376 $39,480 $76,856

USED - Units Sold FE Gross BE Gross Total

Cars 7 $15,926 $10,095 $26,021

Trucks 10 $19,389 $18,299 $37,688

Total 17 $35,315 $28,394 $63,709

TOTAL - Units Sold FE Gross BE Gross Total

Cars 24 $29,422 $23,267 $52,689

Trucks 35 $43,269 $44,607 $87,876

Total 59 $72,691 $67,874 $140,565

INTERNET   FE$ BE$ TOTAL

NFVG 20 $26,781 $29,847 $56,628

UFVG 6 $14,236 $8,425 $22,661

TOTAL 26 $41,017 $38,272 $79,289

Our CRC ResultsFE and BE Grosses

CRC EXPENSES

Internet Leads $ 2,190

Website Fees

www.rich-ford.com $ 901

richardsonfordsales.com

www. Rich Ford.net

www.Rich Ford NM.com

autotrader.com $ 5,500

$ 8,591

Software Fees

Know me/Visible Customer $ 3,100

Contact Management $ 1,930

LSI/Dealer Connection/Call Bright $ 1,092

Other Expenses

Mail/Marketing $ 895

Office Supplies $ 675

KBB License $ 83

Google Adwords Online $ 5,047

Advantix Media (Website Placement) $ 1,000

ebay listing fees $ 402

Microsite Management (5 sites)

CRC Salaries $ 14,349

CRC Bonuses $ 2,868

Salesperson Commissions $ 18,173

Total Expenses $ 58,205

Net Income $ 88,041

Our CRC Results

CRC Expenses

Net Income

Our CRC ResultsOVERALL TOTALS (MAY 2008) WK MTD

SALES    

Leads 75 553

Appt 44 250 45.2%

Confirmations 44 245

Show 27 141 56.4%

Sold 8 59 41.8% 23.6%

SERVICE

Appt 17 75

Confirmations 10 63

Show 7 41 54.7%

July to December 2007 January to June 2008New and Used Advertizing New and Used Traditional Ad Budget at same

Traditional budget only Dollar levels and added digital media campaign

($38,250 more for 6 months)

Generated 3,156 Terrestrial Radio Spots during prime drive time (8,609,529

impressions)

Traditional New and Used Promo Traditional new and Used Promo + Online

Campaign ($27,750 more for 6 months)

Generated an additional 15,190 clicks to our

web site (69,540,557 impressions)

Digital Marketing has Measurable Properties

Last 6 of 2007 First 6 of 2008

Total CRC Vehicle Leads 4016 3425Total CRC Vehicle Appts 2063 51% 1554 45%

Total CRC Vehicle Shows 1039 50% 879 57%Total CRC Vehicle Sales 463 45% 382 43%

TOTAL DEALERSHIP RETAILSALES (YTD) 2003 1906 (-5%)

NATIONAL RANKING FOR FORD #46 #32

REGIONAL RANKING FOR FORD #6 #1

METRO RANKING FOR FORD #1 #1

METO MARKET POSITION

RICH FORD IN OUR “OWN BACKYARD”

2008 VS. 2007 YTD

TOP TWO FORD COMPETITORS:

RICH FORD SALES RETAIL SALES VOLUME -5%

COMPETITOR #1 RETAIL SALES VOLUME -17%

COMPETITOR #2 RETAIL SALES VOLUME -19%

*2008 JUNE YTD NATIONAL SALES FORD -12.9%

Obstacles to ANY CRM Success• Total Dealership Support

– Are You COMMITTED or INVOLVED? (GM/Dealer)

– Is there ACCOUNTABILITY?• What do you do with the information?

• Salesperson/Showroom Acceptance– Can you show “WHAT’S IN IT FOR THEM”?

– Will you TRAIN them to SUCCEED?

• Paradigm Change− Your CUSTOMERS are CHANGING...are YOU?

− Do you believe in “What, Why and How?”

• Technology− Will you SHAPE Technology, or will Technology SHAPE You?

− Will you HIRE and PAY people who UNDERSTAND Technology?

• Expectations− How will you define SUCCESS? (Crawl, Walk, Run)

− How will you deal with OBSTACLES?

Our Current Active OpportunitiesOur Current Active Opportunities

• Retail Trade Cycle Management• Service Reminders• Phone Process• Appointment Process• Sales Process• Follow Up of Sold Customers• Follow Up of Unsold Phone Customers• Follow Up of Unsold Internet Customers• Follow Up of Unsold Walk-In

Customers

• Inbound Internet Process• Service Follow Up• Orphan Follow Up• Prospecting• Concern Resolution Process• Lease Renewal Follow Up• Service Prospecting• Digital Advertizing/Marketing

Where are your OPPORTUNITIES?

How will you capture more than what you are currently?

IN-BOUND OUT-BOUND

SALES • PROFIT • CSI • LOYALTY

1. “EAT THE ELEPHANT ONE BITE AT A TIME”

2. WHAT IS YOUR PROCESS FOR YOUR “LEAK?”

3. HOW WILL YOU MEASURE YOUR PROCESS

4. WHO WILL BE RESPONSIBLE?

5. INSPECT WHAT YOU EXPECT (DAILY/WEEKLY)

6. CRAWL, WALK, RUN