ADP Dealer Services has introduced a new "Solution Sets" marketing strategy which was initially unveiled at NADA in Las Vegas in Feburary: "Today's ADP."

"In an effort to understand the direction we wanted to take, Keith Pigues,

vice president of marketing, did extensive market research with our customers," Dana Fredrickson, ADP's director of communications and events, told F&I on March 22.

"We asked them their perceptions of ADP and its products and services," Fredrickson said. "We

found valuable feedback and discovered the overriding concern that we had been 'out-marketed' by our competition. Through this research we identified 'Solution Set' areas that resonated with our dealer audience and

addresses their concerns."

According to Fredrickson, those areas are:

- Profiting from the Internet today

- Finding, selling and keeping customers (including an eCRM initiative which will be detailed in the April/May 2001 print issue of F&I Management and Technology Magazine)

- Managing for maximum profit

- Technology leadership (includes ASP, networking and ADP's Next Generation product)

According to Fredrickson, these Solution Set areas are combined with ADP's new ProfitPoint Group which is comprised of the following four consulting companies:

- Performance Incorporated (PI)

- Traver Technologies

- Mike Nicholes, Inc. (MNI)

- Automotive Service Consultants (ASC)

"This will continue to differentiate ADP from the rest of the market," Fredrickson said.

For more information on ADP Dealer Services, visit www.adpdealer.com.