New buying habits call for new ideas about how to structure the sales cycle. As a proven and trusted Ford supplier for over 20 years, and as creators of ford.com, Ford’s original website, ChannelNet knew exactly what to do: create a web sales channel program designed to drive qualified leads into dealerships.

1. Case Study
ChannelNet® drives more qualified
leads into Ford dealerships.
HIGHLIGHTS According to J.D. Power and Associates, Driving more business by empowering
89% of all vehicle buyers “shop” for cars the customer.
• Gives prospective customers all on the Internet before setting foot inside a
the information they need about dealership to actually make the purchase. As a leader in customer-focused marketing
six Ford Motor Company brand This is a radical change from the days when and user-centered design, ChannelNet
vehicles. people drove from dealership to dealership, approached this problem by asking the
looking for the shiny new car of their dreams, question, ”What are car buyers looking for
• Shortens the sales cycle by knowing nothing about pricing beyond the when they shop for vehicles and service on
allowing customers to easily MSRP stickers on the windshields. the Internet?” As it turned out, the answer
compare makes, models, was, all the information they need to make
features, options and prices New buying habits call for new ideas about a purchase decision or have their vehicle
online. how to structure the sales cycle. As a proven serviced conveniently.
and trusted Ford supplier for over 20 years,
• Sends a more educated, readier- and as creators of ford.com, Ford’s original ChannelNet responded with its signature
to-buy customer through the website, ChannelNet knew exactly what to do: approach of strategic thinking, creativity
doors of Ford dealerships. create a web sales channel program designed and technology. We built DealerConnection.
to drive qualified leads into dealerships. com to not only send buyers to their local
• Generates approximately $93 dealerships, but to provide them with
million in monthly revenue for This web sales channel, DealerConnection, everything they want to know before they
Ford. is now generating approximately $93 million walk in to buy or service a vehicle. This
in monthly revenue for Ford, with an average includes:
daily profit of $750,000. For over 10 years
now DealerConnection, Ford’s multichannel • A full set of shopping tools that lets
solution, has consistently delivered the customers check vehicle prices; scope out
highest quality leads across Ford’s 6 brands various makes, models, features and options;
of dealers, generating an average closing rate search dealer inventories for the new or used
of 30%.
© 2006 ChannelNet. All Rights Reserved.

2. vehicles they are interested in; and compare Qualified leads translate into higher
vehicle models, prices, features, mileage, sales and revenues.
options and more against each other.
Ford has benefited greatly from this program
• A payment estimator that enables by having their sales cycle shortened, their
customers to quickly figure out the purchase branding reinforced, and their need for
or lease cost of a new or used Ford vehicle. collateral reduced, even as more qualified
leads are arriving at Ford dealerships ready to
ABOUT CHANNELNET
For 21 years ChannelNet has created
multichannel solutions that help
companies sell complex products and
services through traditional sales
channels. Each solution is developed
with its patent-pending software
• Information on incentives and financing buy. A survey by Avenue A/Razorfish reported
product, ChannelNet SiteBuilder™,
offers at local dealerships to drive sales of that 79.4% of respondents were able to find
which significantly reduces the costs
and development time of custom particular makes and models. “everything they were looking for” on the
solutions. As a full-service company, DealerConnection website.
ChannelNet also offers expert • Information on the trade-in values of
professional services for everything customers’ current vehicles, so they can get At the same time, ChannelNet designed a site
from multichannel sales strategies
the full picture of what a new vehicle will cost. that gives individual dealerships significant
and best practices to dedicated
solution support. The privately- control over their local marketing and sales
held company is based outside San • The opportunity to schedule test drives efforts. Dealers can quickly and easily change
Francisco in Mill Valley, California, and get quotes online, without having to call prices, offers and incentives; update new and
with offices in Detroit, Michigan. dealerships or talk to salespeople first. used inventory; and add promotions to their
web pages, without having to go through slow
ChannelNet DealerConnection supports Internet-based and expensive IT departments.
sales and marketing for a worldwide network
100 Shoreline Hwy of over 5,300 dealers across six brands in 29 The results of DealerConnection speak for
Building B, Suite 300 countries and 10 languages. All for a fraction
Mill Valley, CA 94941 themselves: a 30% increase in visits to the
of what it would have cost—not to mention site in one year; leads up 60%; an overall
Tel. 800-677-6858
Fax 415-332-1635 the time it would have taken—to build close rate of 30%. And more satisfied
individual sites for each of these dealerships. customers rolling vehicles off the lots, who
Email: sales@channelnet.com will doubtless be visiting DealerConnection
www.channelnet.com
again when it’s time to service their vehicle or
buy the next one.
© 2006 ChannelNet. All Rights Reserved.