This document outlines a case study of a dealership that implemented strategies over 5 phases to improve sales from their website. Phase 1 involved workshops to increase submission rates. Phase 2 customized the website and search engine strategy. Phase 3 focused on lead management and response processes. Phase 4 implemented confirmation calls and emails. Phase 5 streamlined the buying process. Over 9 months, monthly internet sales increased from an average of 5 to 70, and the closing percentage rose from 20% to 30%, demonstrating the effectiveness of the Automark system and consulting strategies.

1. Traffic
Interactive
Web Site
Process
Sales
1500
(1.7%) 25
LEADSLEADS
(40%) 10(70%) 7
(71%) 5
CLOSESCLOSES
20%20%
Closing %Closing %
Case Study #1Case Study #1
Seattle, WASeattle, WA
Appointments ScheduledAppointments ScheduledAppointment ShowsAppointment Shows
This case study focusesThis case study focuses
specifically on resultsspecifically on results
from the dealer’s ownfrom the dealer’s own
web site. The numbersweb site. The numbers
shown on the wheel doshown on the wheel do
not reflect results fromnot reflect results from
33rdrd
Party Leads whichParty Leads which
are included in theare included in the
Internet Sales SummaryInternet Sales Summary
at the end.at the end.
In October of 2001, the dealership felt they were getting “good” resultsIn October of 2001, the dealership felt they were getting “good” results
from their Cobalt web site because the closing ratio on leads from thefrom their Cobalt web site because the closing ratio on leads from the
Cobalt site were averaging about 20% on a monthly basis… However, theirCobalt site were averaging about 20% on a monthly basis… However, their
average monthly sales were 5 units from the site. Reynolds’ positionedaverage monthly sales were 5 units from the site. Reynolds’ positioned
themselves to provide Automark Web Services and TAS consulting thatthemselves to provide Automark Web Services and TAS consulting that
would grow the dealership’s sales results beyond 5 units per month.would grow the dealership’s sales results beyond 5 units per month.
Strategic Processes inStrategic Processes in REDRED werewere
not executed by the dealer atnot executed by the dealer at
this point in time. Items inthis point in time. Items in
GREENGREEN were accepted andwere accepted and
executed by the dealer…executed by the dealer…
Cobalt Web Site until 10/2001Cobalt Web Site until 10/2001
1. Market Strategy
2. Marketing Budget
3. Advertise Internal Customers (Meeting)
4. Advertise Customer Base
(Direct Mail,Telemarketing)
5. Advertise Market (URL Everywhere)
6. Showroom Merchandising
7. Direct 3rd
Party Leads to Website
8. Search Engine Strategy Development

2. Traffic
Interactive
Web Site
Process
Sales
1500
(1.7%) 30
LEADSLEADS
(40%) 12(70%) 9
(71%) 6
CLOSESCLOSES
20%20%
Closing %Closing %
1. Market Strategy
2. Marketing Budget
3. Advertise Internal Customers (Meeting)
4. Advertise Customer Base
(Direct Mail,Telemarketing)
5. Advertise Market (URL Everywhere)
6. Showroom Merchandising
7. Direct 3rd
Party Leads to Automark Website
8. Search Engine Strategy Development
1800
Case Study #1Case Study #1
Phase 1Phase 1
Appointments ScheduledAppointments ScheduledAppointment ShowsAppointment Shows
5 days of Strategy &5 days of Strategy &
ProcessProcess
Workshops withWorkshops with
ManagementManagement
Team at offsite locationTeam at offsite location
with emphasis on howwith emphasis on how
to use Automark siteto use Automark site
capability to create acapability to create a
higher submissionhigher submission
rate from increasedrate from increased
visitors to site.visitors to site.

3. Traffic
Interactive
Web Site
Process
Sales
1500
(1.7%) 25
LEADSLEADS
(40%) 10(70%) 7
(71%) 5
CLOSESCLOSES
20%20%
Closing %Closing %
2500
(4%) 100
1. Easy Navigation – Launched Automark site
2. Research – Toyota Technology framed into
Automark site
3. Find a Car (Inventory Updated from DMS)
4. Used Vehicle Photos & Prices Posted
5. Trade Evaluations (KBB)
6. Financing (Toyota Technology framed-in)
7. Weekly TDA Ads uploaded (new specials)
8. Site Forms customized for higher submission
9. Site Text customized for search engines
10. Pop-up Window customization
40
Case Study #1Case Study #1
Phase 2Phase 2
Appointments ScheduledAppointments ScheduledAppointment ShowsAppointment Shows
(40%) 40(70%) 28
(71%) 20
11. Automark site w/added custom sections
12. Fleet & Internet section added to site
13. Multiple registered URL’s directed to site
14. Search Engine strategy implemented
Days of TAS In-dealership trainingDays of TAS In-dealership training
nd consulting focused onnd consulting focused on
aximizing Automark siteaximizing Automark site
teractivity, content &teractivity, content &
rms customization.rms customization.

4. Traffic
Interactive
Web Site
Process
Sales
1500
(1.7%) 25
LEADSLEADS
(40%) 10(70%) 7
(71%) 5
CLOSESCLOSES
2500
(4%) 100
(45%) 45(70%) 32
(71%) 23
Case Study #1Case Study #1
Phase 3Phase 3
23%23%
Closing %Closing %
AppointmentsAppointmentsAppointment ShowsAppointment Shows
1. Lead Management Tool – Process Training
2. Auto Responder w/links to Automark features
3. Personal Responses w/links to info site
features and specific Automark functions
4. E-Mail Templates – Improved verbage
5. 2-Way Pagers
6. Telephone Contact using Phone Script Training
7. Recruited, Hired & Trained 2 ISM’s
Days of TAS In-dealership trainingDays of TAS In-dealership training
nd consulting focused onnd consulting focused on
rocess and how to respondocess and how to respond
o leads in a way thatleads in a way that
cuses on generatingcuses on generating
ppointments…ppointments…

5. Traffic
Interactive
Web Site
Process
Sales
1500
(1.7%) 25
LEADSLEADS
(40%) 10(70%) 7
(71%) 5
CLOSESCLOSES
2500
(4%) 100
(45%) 45(89%) 40
(71%) 28
Case Study #1Case Study #1
Phase 4Phase 4
28%28%
Closing %Closing %
Appointments ScheduledAppointments ScheduledAppointment ShowsAppointment Shows
1. Confirmation Call
2. Confirmation E-Mail Template:
• Map to Dealership
• Custom Directions
• Links to Automark web forms - streamlined buy process

6. Traffic
Interactive
Web Site
Process
Sales
1500
(1%) 25
LEADSLEADS
(40%) 10(70%) 7
(71%) 5
CLOSESCLOSES
2500
(4%) 100
(45%) 45(89%) 40
7. Updates on Promotions
8. F&I Process – Online Menu
9. Pricing Process – Weekly Grid
10. Welcome Board - Appointments
(75%) 30
Agenda Review upon arrival
Vehicles pre-selected & ready to drive
ISM introduces Sales Specialist
SS works deal – T/O to ISM if no close
“After Best Deal” Coupon
1st
Service Appointment scheduled
using Automark web site forms
Case Study #1Case Study #1
Phase 5Phase 5
30%30%
Closing %Closing %
Appointments ScheduledAppointments ScheduledAppointment ShowsAppointment Shows

7. Traffic
Interactive
Web Site
Process
Sales
1500
(1.7%) 25
LEADSLEADS
(40%) 10(70%) 7
(71%) 5
CLOSESCLOSES
20%20%
Closing %Closing %
2500
(4%) 100
(45%) 45(89%) 40
(75%) 30
Case Study #1Case Study #1
SummarySummary
30%30%
Closing %Closing %
Appointments ScheduledAppointments ScheduledAppointment ShowsAppointment Shows
Before Automark
& TAS Consulting
After 9 months of
Automark & TAS
Toyota of KirklandToyota of Kirkland
Kirkland, WAKirkland, WA
Was: Cobalt (09/2001)Was: Cobalt (09/2001)
Now: Automark (10/2001)Now: Automark (10/2001)
RTS Catalyst: 17 days (5+12)RTS Catalyst: 17 days (5+12)
December, 2001 Internet salesDecember, 2001 Internet sales
= 18= 18
August, 2002 Internet Sales =August, 2002 Internet Sales =
7070
August, 2002 Total Volume =August, 2002 Total Volume =
275275
Owner: Michael O’BrienOwner: Michael O’Brien
IMD: Mark BurshearsIMD: Mark Burshears
This case study focusesThis case study focuses
specifically on resultsspecifically on results
from the dealer’s ownfrom the dealer’s own
web site. The numbersweb site. The numbers
shown on the wheel doshown on the wheel do
not reflect results fromnot reflect results from
33rdrd
Party Leads whichParty Leads which
are included in theare included in the
Internet Sales SummaryInternet Sales Summary
to the right.to the right.