fordpros

The Official Magazine of the National Truck Club

Focus on Personal Development

Issue 9 Spring 2009

Ford don’t wait!

Dominates
2009 NTEA!
 National
Office
JOE HUGHES
Joe Hughes is the President
of the National Ford Truck
Club, serving for the last
two years as the visionary
driving the development of
this grass-roots professional
membership organization. Joe has been with
Scarff Ford in Auburn, Washington, for over
eleven years and loves selling Fords. Five years
ago he and four others started the Northwest
Ford Truck Club in the Seattle area. Joe’s goal
is to bring Ford Fleet and Commercial Manag-
ers together and collaborate to become better
at what they do.

DR. CHRISTINE ROWE

Dr. Christine Rowe is the
National Ford Truck Club’s
Benefits Officer and Ford

T he National Ford Truck Club (NFTC) was founded to

provide Ford Fleet and Commercial Managers and re-
gional Ford Truck Clubs with professional support and ac-
cess to resources at a national level. The organization is
open to all Ford Fleet and Commercial Professionals, the
area clubs, upfitters and suppliers to the industry.
The NFTC does not charge a membership fee. The NFTC
does mail, at no charge, individual copies of FordPro, the
organization’s quarterly news magazine, to every Ford
Fleet and Commercial Manager for whom they have a
name and address.
The NFTC also provides and maintains a free resource
web site at www.nationalfordtruckclub.com, with
updated information, links, referrals and best practices.
The NFTC would like to thank the sponsors mentioned
in this issue, past sponsors, and the Ford Motor Company
for providing support for this effort. Today the NFTC is
being developed and managed by three dedicated ‘virtual
volunteers’. (Read about them under “National Office’). As
the organization grows new partners and supporters will
be introduced in this magazine, and on the website.
Please, feedback from you is invited and welcome.
Pros’ Operations Manager.
She applies her 20 years’
success with membership
organizations and small businesses to develop
strategic, leading-edge opportunities for com-
mercial/fleet professionals. She is anticipating
2009 as a year of innovative solutions with
enhanced professional, sales and collabora-
tion resources for NFTC members. Christine
is coordinating the upcoming 3rd Annual Na-
tional Ford Truck Club meeting in Chicago at
the NTEA. If you have any questions, contact
her at 253.670.2900 or
Christine.Rowe@FordPros.com.
KATHRYN SCHIFFERLE
Kathryn Schifferle is the Ex-
ecutive Director of Market-
ing and Sales for both Ford
Pros Magazine and the Na-
tional Ford Truck Club. She
is passionate about Ford’s
uniquely American Brand Equity as the foun-
dation to building a superior commercial truck
association. She is also committed to devel-
oping user-friendly, effective marketing tools
for the dedicated Ford Pro. Kathryn is working
on the FordPOWERPros and FiTT Program trial
and Spring Launch. She is also the editor and
publisher of Ford Pros Magazine.

2 spring2009 FORDPROS
 ISSUEHIGHLIGHTS
6 NFTCMeeting
Ford Pros Magazine is the official publi-
cation of the National Ford Truck Club.
It is published quarterly and mailed
free to all Ford Fleet and Commercial
Managers in the United States.
Ford Pros Magazine is a collaborative
NTEAFollow-up 12
effort and could not be provided to the
industry without the support of the
National Ford Truck Club Sponsors, Ford
Motor Company, National Ford Truck
Club members and the National Office.

Special thanks for this issue to:

14 TransitConnectCo-op
Reading Truck Body
America’s Body Company (ABC)
Adrian Steel
ROUSH
Commercial Truck Success
SVE-MidBox
Transfer Flow
Terry’sBlog 19
National Truck Equipment Association
(NTEA)

In addition we would like to

acknowledge contributions from:
Len Deluca
Director Commercial Truck
Larry Gach
Commercial Sales FMC
Terry Minion,
Commercial Truck Success
Editor/Publisher:
Kathryn Schifferle
Graphic Design:
Carla Aoyagi
CrocodileMoth
crocodilemoth@gmail.com
TABLE OF CONTENTS
Letter from the President.....Control......................................4
Eric Guenther.........................Introduction................................5
NFTC Meeting.........................And the Winner Is...........................6
Larry’s Sales Strategies.........Don’t Wait....................................8
Ford Pro-file............................Phil Tidwel................................10
Club Snapshot........................Houston.....................................11
NTEA Follow-up......................Attendence Up............................12
Transit Connect Co-op..........Joe Hughes of Scarff Ford............14
Targeting Sales.....................Customer ‘Experience”................16
FiTT.........................................Trade Report.............................17
Terry’s Blog............................Personal Development Pill.............19
New Products & Partners......From the NTEA..........................20
CBM Spotlight........................Jody - Windy City CBM..................22

For inquiries or articles Sponsors:

or to be added to the mailing list:
Information@FordPros.com
530-343-2773
NFTC/FordPros
2485 Notre Dame Blvd., #370-130
Chico, CA 95928
Transfer Flow...........................Auxiliary Tank Systems.............7
Reading....................................Aluminum Service Body...........9
MidBox......................................Bring it, Store it, Secure it!.........11
Commercial Truck Success......Commercial Truck Locator.......17
America’s Body Co....................Green Machines.....................18
Adrian Steel..............................AD Series Cargo Solutions.......23
ROUSH......................................Liquid Propane Injection.........24

FORDPROS spring2009 3
 LetterfromthePresident
Control the Things You Can – Don’t Sweat the Rest
T here is not much that you and I can control PREPARATION
in this economic environment, but there are a With the confidence that this market will turn
couple of critical things we can do. We need to around, I can concentrate on preparing to make
concentrate on them, and let the rest take care of myself ready to serve my customers when it does
themselves. turn.
I will maintain my BPN Master Certification (Prod-
ATTITUDE
uct and Program Knowledge) in order to take ad-
I can control my attitude—and I’m staying posi-
vantage of the many opportunities that my dealer-
tive. It doesn’t matter what the news says, or the
ship affords me.
stock market says, or even what family members
I will keep current on Pool Accounts that serve me,
may say…I can control my attitude! I can choose to
and be current on how to use them quickly.
look at the positive factors that help me…
I will maintain my ability to work up finance op-
- I sell products produced by the only solvent
tions for my customers with Ford Credit, including
American Truck manufacturer
TRAC Leasing. Leasing will become more impor-
- Ford is far and away the leader in sales, based
tant with companies trying to hold on to operating
on the quality of its product
cash during their turnaround.
- Ford is offering new products that are innovative
in the commercial market I WON’T SWEAT THE REST
- This market will turn around, and there will be Nothing else that I can think of is in my control. I
significant demand for commercial vehicles—and have to manage my attitude, and be prepared for
it will be sooner than it seems to us right now! the better business climate. And that keeps me
- If my dealership’s inventory is down, so is just productive and busy—and positive!
about everybody else’s:
o When the “shovel-ready” projects ‘Positively’ Yours,
kick in, there will be a few customers
I can locate vehicles for
o I have be ready to work with the
Ford Pool Accounts for quick product
o The rest will have to wait for orders
to be placed, just like every other
dealer

4 spring2009 FORDPROS
 Introducing

Eric Guenther
A Sense of Integrity and Values

O riginally a corn-fed Iowa boy, Eric Guenther

has been a Ford ‘nomad’ for 23-years. He
has worked in five field offices: Atlanta, Memphis
both the challenges and the opportunities facing
them today, and plans to support their viability.
With such volatile times in the automotive industry,
(twice), New York, Twin Cities and Kansas City, and effort and synergy must be coordinated from the
three times in Dearborn. He describes his career as highest “macro” level down to the smallest entre-
traditional Ford advancement path starting as zone preneurial dealership.
manager, and moving through department manag- Twenty-three years ago, Eric chose to work for
er, general zone manager, marketing manager and Ford Motor Company specifically because of their
finally regional sales manager learning the ropes. In corporate culture, what he describes as a ‘sense
2005 Eric was invited back to Dearborn to join the of integrity and values’. Ford is still his preferred
NA Fleet team as marketing manager. place to stay and work. “Collectively the Ford Motor
So how did he end up as the new Commercial Company and the dealers will thrive in the face of
Truck Marketing Manager? “It is not unusual in this extraordinary times. You can feel it, people are re-
economic environment to hear of a company con- ally starting to believe in and trust Ford. They are
solidating two separate marketing functions,” he noticing our focus on quality, our fuel efficiency and
said about Ford’s decision to blend the fleet and our attention to safety and realizing that we are dif-
commercial marketing into one marketing activity. ferent, we are the best in the industry.”
“What is unique in this case is that after the consoli-
dation Ford actually expanded the subsequent mar- Welcome aboard Eric!
keting resources.” Eric points out that this is Ford’s
investment in the future, along with the superior
concentration of new product offerings.
“Across the board Ford is making a statement
with the new F-150, Fusion, Taurus, Sable
and Mustang on the consumer side, and of
course the Transit Connect, Ford Work
Solutions, F59 Chassis and upcom-
ing new Super Duty.” He points
out that these products not
only provide a competitive
edge against domestics,
but also imports.
Because Eric has
spent so much
time in the field
working directly
with the dealers,
he feels that he
truly recognizes

FORDPROS spring2009 5
 NFTC MEETING
And the Award Goes to……. NFTC Annual Meeting in Chicago
T he 2009 NFTC Annual meeting was
held March fourth at the NTEA Work
Truck Show in Chicago. The meeting kicked NFTC ANNUAL AWARD WINNERS 2009
off with a luncheon sponsored by Reading
Truck Body for Club officers and Ford rep- Most Valuable Pro
resentatives. The general membership then Rick Moralis
joined the Chicago area BPN Grassroots (Houston Ford Truck Club)
meeting where Ford leadership presented Sponsored by Adrian Steel
inside information on the company’s inno-
vative product strategies, including Ford Most Valuable CBM
Work Solutions and the Transit Connect. Butch Gosline
Then industry leaders; Len Deluca (Ford’s (Washington, DC Ford Truck Club)
Director Commercial Truck), Joe Hughes Sponsored by ROUSH
(NFTC President), Todd Mouw (ROUSH),
Greg Zilberfarb (Propane Education and Most Valuable Supplier
Research Council); Jeri Retzlaff (TBEI) and Scelzi Enterprises, Fresno CA
Chad Fowler (Adrian Steel) walked NFTC
members through new industry develop-
(No. California Ford Truck Club)
ments and took questions from the floor.
Len Deluca offered members a chance to Most Valuable Upfitter Pro
ask him about new product offering such Pete Dondlinger, Auto Truck Group
as the Transit Connect and about Ford’s on- (Chicago Ford Truck Club)
going sales-support activities. Joe Hughes
followed that with a unique exercise dem- Most Valuable Upfitter Pro
onstrating the importance of “Faith in our Geoff Strother, Nelson Truck Equipment
Future with Ford.” (Northwest Ford Truck Club)
The final presentation of the day was the
2009 NFTC Annual Awards ceremony. Each
Area Club had the opportunity to nominate
one candidate for each of the four catego-
ries (see winners’ box). This year the decisions
were so tough that the selection committee ended
up with a tie in one category. The culminating activ-
ity was a lively social hour where FordPros relaxed
and talked with each other and the industry leaders
before heading off to evening events.
A Big Thank you to each of our meeting
sponsors: Reading (lunch); ROUSH (awards
and general meeting); TBEI – Rugby, Crys-
teel, Duraclass (social hour), Adrian Steel
(awards and general meeting) and Ford Mo-
tor Company for their valuable support of the
National Ford Truck Club’s outstanding pres-
ence at this year’s NTEA in Chicago.

6 spring2009 FORDPROS
 ntea ‘09

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 Don’t Wait!!!!
The excitement over the Transit Connect launch
continues to grow. Everyone’s expectations – from
the press to our prospects are being exceeded thanks
to EPA estimated 22 mpg City and 25 mpg Highway
fuel economy and the varied possibilities on how
the Transit Connect can be utilized. Of course Tran-
sit Connect is a tried and true product with proven
durability and a sales history on 5 Continents; the
“other
Transit Connect has already won 10 awards in Eu-
rope including the
Most Reliable Van
and Best Light Van. The Transit Connect has all the
So don’t wait to
sell it. Get out of the light van options totally
beat with 1600 lbs of payload,
700 lbs more than the HHR.”
building and meet
with vocations that
have interest, but
don’t even know it
yet! In this environ-
ment the Transit Connect gives you a perfect reason
to introduce yourself to new prospects and a reason
to talk with them about finding solutions for their
business needs.
There are over 200,000 Astros in market today be-
ing used by small businesses – these units are over
10 years old! We are going to support your sales
efforts by doing a large mail drop to these prospects
as well as to 300,000 more small businesses (by
SIC code) in May. You know how marketing works:
it takes time for an advertising message to sink in.
With the awareness we are raising through Auto
Shows, press releases, trade shows and the like, it
won’t be long before this “White Space” Ford of-
fering starts to click in the minds of busy business
people. Plan to use the May mailing as a validation
of all that you have been saying to them.
The Transit Connect has all the other light van op-
tions totally beat with 1600 lbs of payload, 700 lbs
more than the HHR. You can tout the great fuel
economy, which is 40% better than a full-size van,
and remind HHR users that they would have to make
2 trips to deliver the same size load that “Connect”
can deliver in one trip! In addition, the 39’ curb-
8 spring2009 FORDPROS
to-curb turn radius it is
only 1 foot larger than a
Honda Accord.
I could go on and on
with all the features and
comparisons, but the most important point is that
this is a dedicated commercial vehicle for small
business owners and entrepreneurs that drives like
a car and is Built Ford Tough! At the recent Chica-
go Auto Show, Ford announced a commitment to
electrification beginning with a BEV Transit Connect
which will be available next year. In all, 4 electric
vehicles will be available from Ford by 2012.
The Ford Commercial Truck division is fully com-
mitted to providing you with the support you need
to take the Transit Connect out into the market-
place and capture new opportunities in new voca-
tions. You can read later in this issue of FordPros
about specific small businesses that are enthusi-
astic about the Transit Connect, and ‘listen’ to the
benefits they see to this new tool; how it will help
them deliver their services to their customers more
efficiently, effectively and at a lower cost.
Those of you that were able to attend the Nation-
al Ford Truck Club in Chicago had a chance to talk
with Len Deluca about the excitement this launch
is generating, and saw first hand his, and our, com-
mitment to listening to you, and supporting you,
in developing a broader sales base with this game
changing vehicle. The time to sell Transit Connect
is now!
Larry Gach
Commercial Sales FMC
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Phil Tidwell is celebrating his 30 year anniversary
as a Ford man this year. A self-proclaimed ‘motor-
head’ he truly enjoys the mechanics of it all, how-
ever this is only one of Phil’s assets in the Commer-
cial Truck business. Phil grew up in Georgia as one
of seven boys who all helped out in their family’s
dry cleaning business after school. They ran laun-
dry routes, worked the counter and learned how
to deal with the public. He also learned quick-
ly that the real crux of service is to understand
someone’s needs and then service those needs.
Although Phil started down the path to become an
architect, he soon realized that he wasn’t happy
sitting behind a desk all day. He took his family-
bred entrepreneurial spirit and a love of heavy
equipment and started a business which he ran for
a number of years. Eager to get back to working
directly with customers, one day he stopped by a
dealership that
was advertising
an open posi-
“There are always the good and the bad.
tion. The dealer I guess I just wanted to be a
promised him
that he’d be a good example.”
manager within
10 spring2009 FORDPROS
Phil Tidwell
weeks. Now Phil knew
that this was a slippery
slope, and even his wife
cautioned him about the
reputation of used car
salesmen. “There are al-
ways the good and the
bad. I guess I just want-
ed to be a good example.”
Now Phil works for Akins Ford in Winder, Geor-
gia, because ‘they do what they say they’re go-
ing do.” Akins has 55 acres and X
warehouses, and are specialists in
the wrecker and carrier trade. They
actually do the upfitting there, in-
cluding the cranes, electrics and hy-
draulics. They can even create cus-
tom solutions, and have seven parts
vans for customer support.
Phil believes in customer retention,
in fact around 80% of his customers
are original. He doesn’t work the
lot or take phone calls; most of his
new clients come from WOM (Word
of Mouth). Phil is a Shriner and a
Mason, and was pleasantly surprised
when the Shriner Hospital called and
invited him to put together their
fleet proposal because of how highly
he was recommended.
Phil’s advice for these times is to be in front of
your customers; making personal, face-to-face
calls, sharing a few minutes with them, “This is
more important than ever before. Of course this
means that you might have to pick and choose as
well.” Phil is real busy, and that just about says
it all.
 CLUBSNAPSHOT
Left To Right:
Bill Wunderlich
(HTC VP),
Matt Smela,
(Navistar Int)
Phil Salinas,
(HTC Pres.)
T he Houston Truck Club began in 1973; with
Phillip Salinas (Joe Myers Ford) serving as
President for the past 5 years. One memorable
club event was when 40 plus members and spouses
toured the “Brickyard” during the time trials for The
Big Race, in Indianapolis. Their ears have never
been the same since! One member noted,
“It sure was nice of them to air condition
the whole state while we visited!” (May in
Houston is in the 90’s!). Dick Simons was
their fabulous tour guide and Scott Good-
year was the guest speaker at the banquet held in
their honor. Scott missed winning the 500 that year
by less than 1 second; “even with us back in Hous-
ton, screaming at the TV — cheering him on!,” said
Philip Salinas, who offered a big “Thank You” to
both Navistar and Ford Motor Company for invest-
ing in the lives of everyday sales people!
Pam Hester
(HTC Sec.)
Randy Cox
(HTC Treas.)
“Our quarterly evening meetings are held at a
wonderful local restaurant with prizes offered com-
plimentary to paid members thanks to the event
sponsor,” reported Pam Hester, HTC secretary (Joe
Myers Ford). “We especially want to thank Navistar
International, Supreme of Texas, Batterson Truck
Equipment, Executive Motor Sports, Maaco Col-
lision, Houston Area Power Stroke Club, TX Auto
Trim, C.U.A.C., General Truck Body, Extreme Tint,
Adrian Steel, Manning Equipment, Dallas Com-
mercial Lending, Mateco Truck Equipment, Reading
Equipment, Royal Truck Body, Knapheide, Ameri-
can Body, Commercial Van Interiors, Morgan Truck
Body, Tri Van Truck Body Texas and Auto Trim.”
All Ford salespeople and vendors in the greater
Houston area are invited to contact Phillip thru his
email at phillipsalinas@hotmail.com for information
on membership and/or sponsorships.
11
 NTEA FOLLOW-UP
Attendance Up 18%!
Nearly 8,500 work truck industry professionals attended
The Work Truck Show 2009 and 45th Annual NTEA(National
Truck Equipment Association) Convention held March 3-6 in
Chicago. Not only is this an increase of 18.5% over 2008, but
it is the second largest turnout in this event’s 10-year history.
At the show, 490 exhibitors covered nearly 500,000 sq. ft.
with new vocational trucks, components and equipment. Vis-
it NTEA.com to view more highlights and photos from North
America’s largest work truck event. Even the weather in
Chicago was welcoming at a sunny 60 degrees.

NTEA Work Truck Show Welcome

Ford Super Duty Repeats Work Truck of the Year Win

Ford F-Series Super Duty once again took
Work Truck of the Year honors at the NTEA
this year. In a special presentation at Ford’s
NTEA Work Truck Show booth, Len Deluca,
Ford’s Director Commercial Truck, accepted
the award from Work Truck magazine Asso-
ciate Publisher Bob Brown and Editor Mike
Antich.

Ford F-Series Super Duty at it’s Best

Green Truck Summit Breaks Records

The Green Truck Summit garnered the larg-
est attendance in its three-year history as 330
industry professionals heard Texas alternative
energy crusader T. Boone Pickens speak. The
Summit featured four courses and 18 breakout
sessions led by industry and academic experts
discussing hybrid and alternative fuel tech-
nologies, applications for commercial vehicles
and results of real-world deployment in fleet
operations.

T. Boone Pickens presented the keynote

address at the Green Truck Summit

12 spring2009 FORDPROS
 Propane-Powered Benefits
The 2009-2010 ROUSH Propane Ford F-250 and
E-250 both received considerable interest among
the attendees who had been looking for a truck
that could offer both lower operating costs and
reduced greenhouse gas emissions. The propane
trucks sustain no loss of horsepower, torque, or
towing capacity as compared to comparable gas-
oline-powered vehicles, per ROUSH

Certain tax advantages exist for alternative fuel ve-

hicles, such as those that run on propane. The Roush
Propane Ford F-250 and E-250 are shown here.

Reading Truck Body Sweeps “Green” and “Editors’ Choice”

Reading Truck Body, LLC (Reading, PA) won two awards
at The Work Truck Show® 2009 last week, both of
which were voted on from a field of nearly 100 products
introduced at the show. The company’s new Aluminum
Classic II service body earned The Work Truck Show
2009 Editors’ Choice Award for New Product Innovation
and the inaugural Work Truck Show Green Award, as
both the most innovative new product at the show and
the one that most advances work truck fuel utilization.

Here, Steve Carey, Senior Director of Operations for the Na-

tional Truck Equipment Association (NTEA) congratulates Jim
Kraschinsky, Senior Vice President of Sales and Marketing for
The Reading Group, and his team on the wins. (Left to right)
Jim Quaglia, Reading Product/Marketing Manager, Brenda Foley, Reading Marketing Coordinator, Carey Kraschinsky
and Hanna Rhamy, Reading Zone Managers.

Produced annually by the NTEA, The Work Truck Show showcases Class 1-8 vocational trucks and
equipment. The Work Truck Show 2010 will be held in conjunction with the 46th Annual NTEA
Convention March 9-12 (Show floor opens March 10) at America’s Center in St. Louis, MO. For more
information, visit www.ntea.com or call 1-800-441-NTEA (6832).

Join us next year in St. Louis, 2010!

Terry Minion and Ryan Stone (Commercial Truck Success) decided to hit every booth at the Work
Truck showroom and according to them, it only took about 10 hours of diligent effort. Only. Toward
the end, they admitted they had to wave as they walked by some. Terry says “You’ve got to catch it
when you can since it’s only once a year. There was a lot to catch and we are pleased with what we
found. Can’t wait until next year in St. Louis. “

FORDPROS spring2009 13
TRANSIT CONNECT CO-OPERATION
By Joe Hughes of Scarff Ford
T he Transit Connect is coming fast, with great
opportunities for all Ford dealers. With no US
sales history, nobody knows just what combinations
plan to have the port install too many rack/bins and
headache racks. We’ll get much of that done lo-
cally. However, we don’t have a local distributor
will sell the best.
None of the Ford deal-

numbers to determine which vehicles they would have.

ers in my area has an
best choice of combinations. Dealers then drew
This chart was developed to help calculate the
allocation large enough
to represent all the pos-
sibilities that customers
will want. Even if they
were only available in
white, there are just too
many options – a great
challenge to have!
With that in mind, a
group of us - four deal-
ers - has gotten togeth-
er and agreed to carry
a wide assortment of
Transit Connects, and to
make them available to one another “on the arm” to for Sortimo as yet, so we will get a couple of these
show interested customers. We have also agreed installed at the Port.
that we will not dealer trade them for a period of The spreadsheet assortment shows what we are
30 days, just to give our “team” a chance to show going with on the first round, and quite probably
and sell them. the second one. However, once the Transit Con-
Between us, we have a total allocation of 14 units. nects are here and start moving, we’ll have the in-
So we devised a spreadsheet to show what to order side track on what to order in future rounds.
for the units at the port when they arrive. We don’t Another thing we are planning is a Demo Event at
a neutral site (a Lowe’s Store
parking lot). We will bring all
our vehicles to the site for
one day (tentatively July 10).
We’re sending postcards with
Transit Connect featured on
the front, and an announce-
ment to our customers that,
if they would like to see the
possible arrangements of
seats, racks & bins, win-
dows in doors, etc., they
can come to one site and
see a dozen different com-
binations on that day.

14 spring2009 FORDPROS
 Should be fun, and hopefully generate some real
interest. We’ll invite every florist, caterer, electri-
cian, plumber, hvac, taxi, maid service, window
washer, retailer, handyman, security business,
windshield people…the list is virtually endless!
I’ll let you know how it turns out…but in the mean-
time you might want to get something like this go-
ing where you are!
The diagrams below show how vast the need is for the
Transit Connect in the U.S.
Currently only 3% of small cargo vans are still being
produced! And 75% of small cargo vans in service are
over FIVE YEARS OLD!

2010 Transit Connect

Top Businesses for 2010 Transit Connect
small cargo vehicles Small Cargo Van VIO Market Share
1. Electrical Work
2. Plumbing & Cooling
3. Beer & Ale
4. Soft Drinks Small Cargo Van
5. Telephone Comm Competitive Segment
6. Security Systems
7. Repair Shops Astro, Safari, Aerostar,
8. Misc. Retail Stores Windstar, and Freestar
9. Business Services (UNSPC) are no longer in
10. Auto Parts production
11. Office of Holding Companies
12. Building Cleaning &
Maintenance
13. Cable TV
14. General Auto Repair
Shops 2010 Transit Connect
15. Florists Most Small Cargo Cans are older with few
16. Restaurants options for replacement.
17. Grocery Stores
18. Electronic Parts 50% of the small cargo vans
19. Painting & Paper are 5-10 years old
Hanging (MY ’97—’02)
20. General Contractor
Residential
21. Special Trade
Contractor
22. Electrical Repair
Shops
23. Industrial Machinery
24. Electrical Apparatus
Equip.
25. Radio/TV/Electronic
Stores

FORDPROS spring2009 15
 Kathryn’s Corner
tARGETING sALES
Customer ‘Experience’ in a Recession
M any people think that, in difficult economic By increasing communication with your customer
times, price is all that matters, that customers you improve their customer experience; you build
are looking for the lowest price and will sacrifice customer confidence not only in you, but also in the
everything to obtain it. In the past, marketers used company behind your products.
excellent customer ‘experi- So how do you bal-
ence’ to command premium
prices, generate long-term
Customer Experiences ance the need to spend
more time prospecting
loyalty and drive growth. In a recent survey 80 percent of companies believed with the need to focus
Today, customer experience they delivered a “superior experience” to their custom- on your existing cus-
is more often viewed as a ers. But when customers were asked about their own tomers’ experience?
value defender – to retain perceptions, they rated only 8 percent of the companies The real secret to flour-
customers and control at- as truly delivering a superior experience. ishing in a recession is
trition. Increased customer to be innovative. Are
impatience and demand A new Harris Interactive customer there any new tools
for individualized service experience study reports: that can be used to in-
means it’s more important 87% of consumers stopped doing business with an or- crease your connection
now than ever to deliver ganization after a bad customer experience, up from with your customer in
on customer experience if 80 percent in 2007 and 68 percent in 2006. a truly meaningful way,
you want to differentiate while making your time
yourself in an overcrowded, 58% of U.S. consumers will always or often pay more use more efficient?
competitive market. for a better customer experience, even in a down How do your custom-
So, although you might economy. ers want to hear from
be tempted to minimize you? The simplest way
your investment in cus- 58% of customers recommend a company because of to find out is to ask
tomer experience, beware! customer service, 44 percent because of low price and them. Over the next
This decision will acceler- 43 percent because of top quality products/services. month I will be inter-
ate thinking of your prod- viewing more than 20
uct as a commodity and is 84% of U.S. adults who had a negative experience HVAC owners across
a very risky move. Loyalty with an organization or company indicated that the country about just
takes a long time to build, that and, in our next
they’d spread the word about a bad experience—up
and can be easily lost if the issue, share both the
customer thinks that you from 74% in 2007 and 67% in 2006. Half that num- answers, and some
are skimping on customer ber, recommend companies because of outstanding specific tools and tech-
experience: your commit- service. niques that will help
ment to the relationship you deliver excellent,
will be viewed as shallow 22% of consumers this year have posted negative efficient, customer ex-
and short-term. Your plan feedback on a blog about a company, vs. only 13 per- perience.
will surely backfire and your cent in 2007.
customer will focus only on
cheaper price.

16 spring2009 FORDPROS
FiTT trade report
The MyFordWorks.com site is poised to
launch. Four markets - Georgia, Virginia/
DC, the Carolinas and North West Washing-
ton - have been selected to test this new
tool where tradesmen can view multiple
pictures and the benefits of every type of
up-fitted Ford vehicle specifically designed
for their business/trade.
The participating FordPros will use a spe-
cially designed e-newsletter to connect
with their HVAC customers, as well as to
contact new leads generated at the web-
site. They will track the responses and re-
sults using their own personalized ‘dash-
board’ of data.

We’ll keep you posted!

www.commercialtrucksuccess.com
www.commercialtruckdealersuccess.com
http://commercialtrucksuccess.blogspot.com
www.commericaltrucklocator.com

Commercial Truck Success Idea Letter

Email newsletter published every other week, Subscribe at www.comtrk.com

17
21
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TERRY’S BLOG
http://commercialtrucksuccess.blogspot.com/
The Cure Without The Process or
The Personal Development Pill
The business of personal development has be-
come a multi-billion dollar industry. I liken it to the
“diet industry” or “weight-loss industry.” Both the
personal development and weight-loss industries
have very large markets and both have a long and
solid economic future. In our fast food, instant com-
munication world, it has become natural to expect
instant results. Everyone wants the instant cure
without the normal process of working at it. Who
wouldn’t want to take a pill and lose 20 lbs? Who
wouldn’t want to take a pill and have instant wis-
dom and inspiration? I know I do!
All those famous diets like the Atkins, South
Beach and hundreds of others are here
today and gone tomorrow. People buy
them, try them and discard them.
Yet all of them work if people will
stick with them. The problem is
the world around us. It is diffi-
cult to stick to a certain regimen
when the vast majority of the
world around us is not in synch
with that. We break the rules
once, then again, then often, and
then it’s over. It seems that we can-
not have the cure without the process,
no matter how much we want it. Some-
times the process means ignoring what others
are doing.
Personal development is very similar to the weight
loss scenario. Many people want to watch one vid-
eo, read one book, listen to one audio, attend one
seminar and have all the answers they need. How-
ever, just as the weight loss cannot happen with-
out the process, personal development actually is
a process. Just as you don’t go from First Grade to
Graduate School in one step, personal development
is a lifelong process.
The good news is that this process is pretty
easy in today’s world. It is as easy as watching,
reading or listening--no
sweaty workouts, eating
stuff that is so bland it may as well be paper. There
are now so many choices of authors, coaches and
speakers to choose from and all of them have im-
portant things to share. Some will appeal to you
more than others. The key is finding those that ap-
peal to you and listen to them so you can get the
benefits of their knowledge and inspiration.
The best way to find them is to sample enough
to find your favorites. Over the years, I’ve found
several favorites like Jim Rohn, Anthony Robbins,
Zig Ziglar, Harvey Mackay, Brian Tracy, Jack
Canfield, John DeMartini, Bob Proctor,
Jerry & Esther Hicks, Earl Nightingale
and many more. Each one of these
have instructed and inspired me
and many I have read or listened
to for a long time.
Why do I still listen? I need a
regular dose of positive, uplifting
messages to overcome the other
influences that are not that uplift-
ing. It makes a huge difference to
me and how I feel about myself and
what I am doing. I see opportunities
instead of problems. There’s nothing quite
like being inspired. Inspiration naturally moves to
action and the action changes my life. I want to be
inspired every day.
Many are doing as John Mayer’s popular song
states: “Waiting on the world to change.” Don’t
hold your breath. The odds are far in my favor by
not waiting for the world or anyone else, but reach-
ing out and learning on purpose. Until the world
actually does change, I will take charge of my own
personal development. It makes me more valuable
to myself and everyone I meet.
Terry Minion, of Commercial Truck Success, spends his days
helping dealers develop successful commercial departments.
FORDPROS spring2009 19
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20 spring2009 FORDPROS
 MidBox’s
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21
 JODY SLUCKER
Windy City CBM there and prospect. As a business consultant, each

W orking for Ford Motor Company was Jody

Slucker’s very first job after graduating from
Michigan State with a BS in Marketing. For the last
Ford Pro should be generating top-of-mind aware-
ness. It is also equally important, especially in the
changing work environment, to maintain product
ten years she has worked in Chicago as a Zone Man- knowledge. Ford has excellent tools to learn about
ager, Market Rep, and e-business Specialist. While our products: DVD’s, our websites and direct infor-
mation targeted for specific types of customers.”
Pella Trade show. Jody with Jim Schaeffer, Sales Manager from
Jody has personal experience with the relevance
Northwest Ford Truck Center
and market attractiveness of Ford’s new products.
She made a presentation to 50 large companies
during a recent fleet service meeting. “Attendees
were very excited about Ford Work Solutions which
allows companies to track their fleet with full knowl-
edge of how the drivers are actually driving their ve-
hicle.” She is also confident that the Transit Connect
is going to take the Chicago market by storm when
it arrives in early July. “The customer feedback has
been overwhelmingly positive and we already have
many pre-sold orders.”
Jody’s region covers Illinois, Wisconsin, and por-
tions of Iowa, Indiana and the UP of Michigan. She
communicates with her 58 dealers in person along
Jody worked full-time for Ford, she also earned her with weekly updates. She also provides sales
MBA at DePaul University. training support through sales meetings, grass-
Then a year and a half ago, Jody came over to roots meetings, half-day trainings, CTT and prod-
commercial truck. She loves it! uct walkarounds. She is proud of the Chicago Truck
“This is a great group of people; I’ve learned a Club. They meet the 2nd Tuesday of the month at
lot from them.” Jody pointed out that Ford is really the same place and average 75 attendees.
taking charge and going after the commercial truck “The future with Ford
Jody & husband love traveling
business. “We own this market [commercial]. Ford is very promising.
is working hard, continually improving products and We all know that the
delivering cutting edge innovations.” economy will eventu-
Jody spoke about the recent Chicago Auto Show, ally turn around, but
where Ford had the largest and most comprehen- in the meantime, Ford
sive commercial truck display in the United States. is out there being ag-
A few weeks after the Chicago Auto Show, Chicago gressive and captur-
was host to the NTEA Show and Jody said, “Not ing even more share
only did we outshine the competition at the Chicago of the market, includ-
Auto Show but we dominated at the NTEA this year ing Medium and Su-
as well.” per Duty. We are get-
At their Chicago Truck Club meeting Jody spoke to ting better and better
the group about the critical principles of prospect- – and I’m proud to be
ing during a downturn in the economy. “When times part of Ford”.
are slow, it is imperative to be aggressive— get out

22 spring2009 FORDPROS
 For the Way You Work!

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