Fleet Leads Cities Series For A Sustainable Competitive Sales Advantage

1. FleetLeads Cities Series For A Sustainable Competitive Sales Advantage A Multi-Client Program For Non-Competing Suppliers To The Commercial Fleet Market

2. How The Cities Series Works 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.

3. How FleetLeads Increases Sales Productivity 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.

4. How Clients Achieve Meaningful Cost Savings 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.

5.  FleetLeads Data Warehouse • FleetLeads draws from multiple data sources to build a comprehensive, accurate, and targeted marketing file.  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). Typical Marketing Database FleetLeads Database Customers Good Prospects Ineligible

6.  Lead Qualification 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%.

7.  Sales Automation and Prospect Nurturing • 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.

8. Why Nurturing Campaigns Are Important 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

9. FleetLeads City Series Cost Comparison • 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 Cities Series

10. Cities Series Benefits 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 world’s 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.

11. 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.

12. Cities Series Deliverables (cont’) 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 subscriber’s 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.

13. Cities Series Prospective Subscriber Survey 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.