"I would have done [Ford’s program], but I got a little proactive because I needed to do something fast,
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In 2009 Higley’s average per vehicle F revenue for new and used cars was a dismal $198,
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Higley’s success is the result of several changes,
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Established a proper turnover process from the sales department to the F office.

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Reviewed customer rejections of F products to devise a future approach,
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Kept F product offerings small and simple,
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Sold extended service contracts in the service lane,
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Pushed premium extended service contracts more often.

Higley’s success inspired other stores,
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"We always used the excuse we’re a small store, we don’t have the volume to support F says owner Joe Steffensmeier. "He’s a small store,
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Gene Steffy Ford sells 400 to 500 new and used vehicles a year,
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"We knew we were then capable of it, too," Steffensmeier says. Indeed, Steffensmeier says he doubled his per vehicle F revenue since the end of 2011.

"You don’t have to add a big new showroom. F is right there,
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At first,
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Higley’s father, Steve Higley, ran the dealership from the late 1980s to 2006. He initially did not see value in F products.

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To this day, those are the only F product offerings at Higley Ford.

"We were terrible. We sold maybe one extended service contract a month, and I was the only one selling it," Higley says of those early days.

Higley’s father did not push F sales because he believed the store’s vehicle sales volume was too small to make money on F products.

Windom, Minn., is a small town about 150 miles southwest of Minneapolis with a population of about 4,
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After four years of struggling with F sales,
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"But we weren’t pushing the numbers," Higley says. "In 2009,
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