Case Study

Tim French Superstores Radcliff, Kentucky

Tim French Superstores Case Study 2010 ROI AUTOMOTIVE SOLUTIONS ALL RIGHTS RESERVED

Dealer Background
Tim French Superstores

Owner Tim French has been in automotive retail for nearly

three decades in the Radcliff, Kentucky market. His enterprise has gained considerable good will by virtue of having deep roots, an honorable reputation throughout his community and market.

An independent car dealer, his inventory is comprised of

good - and high-quality, late model, pre-owned vehicles. Each vehicle is subject to a rigorous 100-point inspection conducted by an ASE certified technician. By all objective standards, his inventory is rated eminently saleable. However, periodic swings in the market would result in old and aged inventory placing an undue burden on cash flow and gross profit margins.

Tim French Superstores Case Study 2010 ROI AUTOMOTIVE SOLUTIONS ALL RIGHTS RESERVED

Objective
Tim French Superstores sought to even out and regularize
sales from a jagged line into a repeatable and predictable upward curve.

Scaled to represent general and continuing trends Actual numbers are the private domain of Tim French Superstores.

Tim French Superstores Case Study 2010 ROI AUTOMOTIVE SOLUTIONS ALL RIGHTS RESERVED

Action Plan
Tim French Superstores realizing the undue burden that old
aged inventory placed on the bottom line, and desiring greater predictability in sales and growth, engaged the services of consultant Mark Hilger, President of ROI Automotive Solutions.

The critical first steps were where ROI Automotive Solutions

conducted an in-depth inventory categorizing and qualifying each vehicle on the lot. This enabled the creation of an action plan to liquidate designated units.

Analyze Inventory Identify and categorize

Create action plan to liquidate old age units

Tim French Superstores Case Study 2010 ROI AUTOMOTIVE SOLUTIONS ALL RIGHTS RESERVED

Action Plan Execution

With inventory analysis complete, ROI Automotive Solutions
selected a specific direct mail 8-page, 100 # gloss text catalog mailer with black plastic head, true-cut metal key affixed.

Employing proprietary scrubbing techniques, ROI

Automotive Solutions engages a Managed Demographics approach to list conservation, through which a clients list is constantly renewed and combed so as to never exhaust the freshness of data.

In addition to direct mail to a highly targeted list, it was

determined to staff the event with 3 management and 8 sales personnel.

Management staff consisted of Event Manager, F&I and a

closing specialist. Sales staff consisted of 8 highly screened and experienced sales professionals with established reputations and track records.

Prior to the opening day of the sale, ROI Automotive

Solutions briefed personnel emphasizing the fundamentals of good salesmanship with managers and sales consultants. Included in the review is the foursquare sales process, the importance of follow-up, and that CRM data is collected accurately and completely.

Tim French Superstores Case Study 2010 ROI AUTOMOTIVE SOLUTIONS ALL RIGHTS RESERVED

Outcome
Over the course of two staffed events spaced x months
apart, Tim French Superstores enjoyed results by bringing in over 400 ups for each event, and achieving gross profits of over 100K.

As the result of gathering complete and accurate follow-up

and CRM information, the dealer was able to make additional contact with ups; consequently, additional sales were achieved.

Conclusion
ROI Automotive Solutions staffed sales events reduced old
aged inventory, boosted sales and increased incremental gross per vehicle.

Tim French Superstores continues to experience increases in

market share.

Tim French Superstores Case Study 2010 ROI AUTOMOTIVE SOLUTIONS ALL RIGHTS RESERVED