Automotive Digital Marketing

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February 21, 2008

More Resources:

Digital Integration
Ford Lincoln Mercury
North American Sales Operations
16800 Executive Plaza Drive
Dearborn, MI. 48126

Todd Stainbrook
Digital Integration Manager

Kellie Bush
Digital Integration Specialist

Doug Mitchell
Digital Marketing

Ford Digital Marketing Consultants:

Patrick J. Moran (949) 307-2931

Dave Muir (585) 329-5321

Matt Clark (225) 892-0289

Joe Bonincontri (920) 251-5409

Dan Hankins (859) 644-9340

Erik Edwards (480) 282-3115

Ron Vest (330) 697-5711

Steve Jacobs (636) 395-3195
Kansas City

Dan Carty (423)-646-6446

Chris Barbeisch (607) 226-0493
New York

Stephen Martin (425) 280-4395

Lynn Theibert (407) 489-0795

Robert "Ski" Siedlewski (848) 391-2888
Philadelphia/Washington DC

Frank Marr (330) 858-9713

Ron Kelly (832) 978-7717

Ron Nordin (651) 373-0995
Twin Cities

December 2007
Year End
Click HERE to view Top 100 Ford Dealers*

Click HERE to view Top 50 Lincoln Mercury Dealers*

FordDirect Best Practice for Hybird Internet Leads

Question: "Do you have a standard response for customers that are looking for an Escape Hybrid when there are none in stock and all of the allotted ordered Hybrids are already sold? Any suggestions?"

"When a customer inquires about an Escape Hybrid whether it be via email or phone, I will respond by letting them know how hard they are to come by at this point in time and pose another option to them – retail ordering.I let the customer know that retail ordering is a less-expensive option as you only pay for the specifications you require (not any unnecessary options). This usually sparks their interest and then I give them a quote. I’d say this response has a 50/50 chance of going your way."

-- Jillian Sheets, BDC Coordinator, Academy Ford, Laurel, MD

"About 15% of Escape/ Mariner inquires are for the hybrid, and I've found by calling immediately and letting them know that at this time we 'do not have an exact match for their hybrid request, however there are several OPTIONS we can explore.' By then finding out about towing conditions, 4x2, 4x4, driving habits and needs, we begin to get an idea of other models that might be suitable. If unable to reach customer by phone, in the initial personalized email we reiterate what I would have communicated on the phone and letting them know I was not able to reach them personally by phone. And then I follow-up with an email providing comparison of an Escape, Mariner, Edge and Taurus X as possible alternatives. Providing alternate models has been effective for us. I've only had a half dozen or so opt-out or insist only interested in the hybrid. The rest have bought other models or are still in the purchase funnel."

-- Barbara Edmonds, White Ford Company, Inc.

"We have set up a template that compares the cost of five years of ownership. The template includes the MSRP of both the model hybrid they want and a comparable Escape with the same options. It compares how many years it takes to equal the fuel savings to the savings upfront with discounts and rebates. We include the fuel savings, cost of service and even 10 years down the road what they would expect to pay in replacing the batteries. Also show insurance cost and prepaid Ford service. The saving is in the thousands and most 15,000 mile a year drivers, it would take over seven years plus to make up the savings. If you are not trying to switch them based on upfront facts that you can email them directly, they will go to the completion and you will be missing the boat."

-- Cowles Ford, John Prutzman

"When we have that situation occur we send a template that we call 'available, not in stock' and we use it for all vehicle inquiries that are not in stock and when the customer responds, I make sure to call them and let them know that the 4 cylinder Escape gets close to 26 mpg and is approximately $5,000 - $6,000 cheaper option to option the same."

-- Donovan K. Burney, BDC/ Internet Manager, Crown Ford of Fayetteville

"First, I think you need to spend some time with that customer and find out if the hybrid is really the right vehicle for them, and would the payment even be what they can afford. We find that many people don't realize the price and end up talking themselves out of the hybrid anyhow. They begin to wonder if the price is really worth it to them for the fuel that they will save, and they question how long it will take to recoup that money back. We tell the customer that the vehicle is in such high demand that there is a long waiting list."

-- Linda Roberts, BDC Manager, Bryan Ford

FLM Lead Management Screen Saver

Just released - the new Ford Lincoln Mercury Lead Management Screen Saver. Click on link below and be one the first to download.

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eBusiness Metrics Reports announcement
If you attempt to pull data on the Lead Details (Combined Leads) report with 2007 as the start date and 2008 as the end data the report will not load.

The bug has been identified and we are working on a patch to fix it . For the time being please pull your January 2008 data separately from any 2007 data.

Help Directory
FordDirect contact information:
866-550-7812 or
Ford Credit eBranch: 877-350-6148
Dealer Email: 800-790-4357
DealerConnection: 866-762-3673
SalesPoint: 866-762-3673
eBusiness Metrics Reports - Paul Bowers 313-248-5495
Inventory Services: 866-550-7812
ConsumerTRAC: 888-811-8722
Vehicle Locator: 800-790-4357

Click HERE for complete list

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Tags: 2-21-2008, Ford, Lincoln, Mercury, National, Weekly, eBusiness

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