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Fleet Leads Cities Series

For A Sustainable Competitive Sales Advantage

A Multi-Client Program
For Non-Competing Suppliers
To The Commercial Fleet Market

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Havill & Company, Inc. 3178 N. Republic Blvd. Toledo, Ohio 43615 (419) 841-2244 FAX (419) 841-2211

How The Cities Series Works

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The FleetLeads Cities Series is a start-to-finish multi-client marketing

program for generating sales leads and acquiring new customers in key cities
and states across the U.S.
Our FleetLeads Cities team builds a comprehensive database of fleet prospects
in each city from multiple lead sources.
Interviews are conducted with fleet administrators at these firms to identify the
purchase decision maker and confirm business and vehicle demographics.
Qualified prospects are sent an informational white paper on behalf of subscribers.
Quarterly marketing campaigns nurture prospects until they are ready to buy.

Qualified leads are ported to a private database set up for each client on our
secure FleetLeads web server. There, clients can
Permit sales reps and channel partners to access their leads for sales follow-up.
Manage all aspects of the sales pipeline from lead follow-up to closing the sale, or
Download prospect data and interview notes to their CRM system.
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Havill & Company, Inc.

How FleetLeads Increases Sales

Productivity

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When marketing fails to generate enough inquiries to fill the sales pipeline,
sales reps and channel partners resort to cold calling.
Market research studies show that it is difficult to communicate the complexities of
B2B Features, Advantages, and Benefits (FABs) through advertising.
As a result, reps carry the burden of marketing before selling; that is, identifying
qualified prospects, explaining the value proposition, and setting appointments.
This is doubly expensive because you are paying a costly resource to do a clerical
task AND you are losing profit on sales the rep could have made with good leads.

FleetLeads solves this problem by providing a technology platform for

outsourcing the marketing activities that generate sales leads.
By their very nature, CRM systems are not well suited for outsourcing because of
company policies restricting access to sensitive customer data.

By sharing leads among non-competing subscribers, the Cities program cuts

the cost of generating interested prospects by 80% or more versus sales reps
prospecting on their own.
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Havill & Company, Inc.

How Clients Achieve Meaningful Cost

Savings

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The Cities program represents a breakthrough in lowering new customer

acquisition costs since fees are shared among non-competing clients. These
savings are on top of productivity gains from
The FleetLeads data warehouse a productivity gain up to 40%.
Lead qualification a productivity gain up to 17%.
Sales process automation and prospect nurturing a productivity gain up to 23%.
Havill Consultants has one-of-a-kind capabilities for improving the sales
performance of suppliers to the commercial fleet market
Since 1993, our consultants have conducted tens of thousands of market research
and lead qualification interviews with commercial fleet administrators.
Since 1996, our company has built comprehensive fleet marketing databases.
Since 2000, the web-based FleetLeads technology platform has enabled clients to
provide integrated sales support to their sales reps and channel partners.
Today, FleetLeads supports clients selling through more than 25,000 locations.
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02/11/16
Havill & Company, Inc.

 FleetLeads Data Warehouse

FleetLeads

draws from multiple data

sources to build a comprehensive,
accurate, and targeted marketing file.

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Typical Marketing Database

The largest available single-source

marketing list with vehicle data only
identifies about 1/3 of the total market.
When reps have access to an in-house
CRM file the data are frequently
inaccurate and incomplete.
Our

database methodology yields

productivity gains of 40% by

Merging data from best available lists.

Purging duplicate records.
Geo-coding and tagging to locations.
Applying U.S. postal standards.
Appending credit data (optional).

Fleet Leads Database

Customers

Good Prospects

Ineligible

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 Lead Qualification

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Lead qualification saves the sales

rep time because nearly half of all
prospecting calls add no value

Ineligible contacts
Leaving messages
Referrals
Refusals
Disconnected numbers
Out of business or moved

The Cities interviewing team identifies the purchase decision maker,

verifies business and vehicle data, sends an informational white paper on
behalf of subscribers, and facilitates quarterly nurturing campaigns.
Sales reps and channel partners access qualified and interested prospects
by logging into their own private FleetLeads system, increasing active
selling time by up to 17%.
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 Sales Automation and Prospect

Nurturing

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Using FleetLeads, sales reps and channel partners have access to their
qualified and interested prospects plus all of the collateral materials and
sales tools needed to manage their sales pipeline.
Prospects not closed are not forgotten. FleetLeads is designed as a
collaborative web-based tool that enables the Cities team and the
subscriber to conduct quarterly campaigns to nurture prospects until they
reenter the sales pipeline.

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Why Nurturing Campaigns Are ImportantPage 8

Prospects are reluctant to engage in meaningful dialogue until the sales rep
has established:
Relevance communicating to the prospect that the sales rep understands their
problems and has had a lot of success providing solutions to businesses like theirs.
Interest pointing out Features, Advantages, and Benefits (FABs) that the sales rep
can deliver that are important to the prospect.
Call to action a reason the prospect should act now.

The Cities Series includes nurturing campaigns designed to open up lines of

communication. Market research from The U.S. Commercial Fleet Study is
the basis for quarterly white papers covering topics such as
How Fuel Prices Are Set
Fraud: The Hidden Cost of Fleet Fueling
Fleet Cost Reduction Strategies That Can Be Implemented Now
Election Results: Government Policies of the New Administration
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02/11/16
Havill & Company, Inc.

FleetLeads City Series Cost

Comparison

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Industry consultant Jeffrey Josephson found that the least expensive

marketing methods for bringing interested prospects into the sales
pipeline was twice the cost of the FleetLeads outsourcing model.
By sharing cost among non-competing clients, the Cities program cuts
these FleetLeads costs in half to $23 per prospect or less.

FleetLeads
Fleet

Cities Series

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Havill & Company, Inc.

Cities Series Benefits

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Three unique features increase sales productivity, as much as

40% by building a comprehensive multi-source data warehouse that identifies the
fleet decision maker and confirms business and vehicle demographics.

17% by eliminating wasted time spent by sales reps and channel partners looking
for interested prospects to call on.

23% by automating sales processes and nurturing prospects with awareness

campaigns throughout the year to maintain interest until they are ready to buy.

Additional benefits of subscribing to the cities series

The Cities Series is a low risk opportunity to gain first-hand experience with the
technology chosen by the worlds largest bank and major oil company for growing
commercial fleet sales.
Subscription to one of the cities in the series delivers a private FleetLeads system
that can be expanded to other sales reps and channel partners in other cities at a
low incremental cost.
Cities Series subscriptions are exclusive and not available to primary competitors.
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02/11/16
Havill & Company, Inc.

Cities Series Deliverables

Fleet prospect database
The table to the right shows fleet
statistics from The U.S. Commercial
Fleet Market Study. Our multi-source
approach to database builds is capable
of delivering 60% to 80% of the
available market, depending upon
State privacy laws.
The Cities Series will focus on the top
50 markets since they are important to
most sales organizations.
To deliver the most value, the 80/20
rule is typically employed for building
marketing files. This equates to fleets
operating from about 25 to 1,000
vehicles. Fleets with more than 1,000
vehicles are excluded since they are
well known to most marketers.

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Top 10 U.S. Fleet Markets

MSA

Fleets

Vehicles

Los Angeles--Long Beach, CA PMSA

98,67
5

367,827

New York, NY PMSA

80,72
0

205,615

Chicago, IL PMSA

68,76
7

271,714

Philadelphia, PA--NJ PMSA

63,46
9

214,200

Washington, DC--MD--VA MSA

60,33
0

309,884

Atlanta, GA MSA

59,78
8

271,939

Houston, TX PMSA

48,52
7

182,880

Detroit, MI PMSA

43,65
2

170,137

Dallas, TX PMSA

41,32
4

148,593

Nassau--Suffolk, NY PMSA

39,89
6

100,141

Source: Havill Fleet Market Study

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Cities Series Deliverables (cont)

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Lead qualification the top 2,000 fleets in each city will be contacted to
Identify the purchase decision maker and record contact information.
Validate business and vehicle demographics.
Send an informational white paper on behalf of subscribers.

FleetLeads a secure, private web portal for managing your leads.

Detailed prospect information complete with demographic data and interview notes
is ported to the subscribers FleetLeads system.
Marketing materials, letters, and forms are stored in the merge center.
A FleetLeads consultant adds user names and passwords.

Nurturing campaigns quarterly throughout the year.

Qualified prospects will be flagged in FleetLeads for sales follow-up.
Quarterly throughout the year, a FleetLeads consultant will facilitate marketing
campaigns to maintain awareness and generate inquiries.
FleetLeads consultants provide training and support, as required.
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02/11/16
Havill & Company, Inc.

Cities Series Prospective Subscriber

Survey

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The cost of qualified leads generated by the Cities Series will be shared
among non-competing subscribers targeting the same fleet types.
The survey that follows is designed to gauge interest among prospective
subscribers in receiving sales leads from the Cities Series.
Results from the survey will be used to develop a prospectus detailing the scope
and cost for each City with an invitation to subscribe.
To receive a prospectus, please FAX the completed survey to (419) 841-2211.
Completing the survey IS NOT a commitment to subscribe.

Please call (800)542-8455 to speak with a FleetLeads consultant who will

Answer questions about the Cities Series and prospective subscriber survey.
Offer to give an online demo showing how subscribers receive leads and manage
nurturing campaigns using FleetLeads.
Review cost calculators found at www.FleetLeads.com to compare FleetLeads to
the cost of generating prospects through advertising, trade shows, direct mail, cold
calling, and in-house lead generation.
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02/11/16
Havill & Company, Inc.