1. This case study examines the results of a dealership's internet sales department before and after undergoing consulting from Reynolds Consulting Services over 5 months. 2. In April 2002, the dealership was selling 71 units per month but had a low closing ratio of 5-7.7%. 3. After consulting, the dealership improved key metrics like leads, show rate, closing rate, internet sales, and total volume. Internet sales increased from 71 to 122 units per month over the 5 month period.

1. Traffic
Interactive
Web Site
Process
Sales
19,000
(4.8%) 918
LEADSLEADS
(18.5%) 170(69%) 118
(60%) 71
CLOSESCLOSES
7.7%7.7%
Closing %Closing %
Case Study #2Case Study #2
Houston, TXHouston, TX
AppointmentsAppointmentsAppts. ShowAppts. Show
This case study focuses onThis case study focuses on
results from leads coming inresults from leads coming in
from all sources. Thefrom all sources. The
numbers shown on the wheelnumbers shown on the wheel
reflect results from 3reflect results from 3rdrd
PartyParty
Leads AND leads coming inLeads AND leads coming in
from the dealer’s own webfrom the dealer’s own web
site.site.
In April of 2002, the dealership felt they were getting “good” results fromIn April of 2002, the dealership felt they were getting “good” results from
their Internet Sales Department because they were selling from 50 to 71their Internet Sales Department because they were selling from 50 to 71
units per month… However, their average closing ratio was between 5% tounits per month… However, their average closing ratio was between 5% to
7.7% each month. Reynolds Consulting Services positioned themselves to7.7% each month. Reynolds Consulting Services positioned themselves to
provide TAS consulting that would grow the dealership’s sales results beyondprovide TAS consulting that would grow the dealership’s sales results beyond
71 units per month by increasing the closing ratio on leads received.71 units per month by increasing the closing ratio on leads received.
Strategic Processes inStrategic Processes in REDRED were notwere not
executed by the dealer at this point inexecuted by the dealer at this point in
time. Items intime. Items in GREENGREEN were accepted andwere accepted and
executed by the dealer…executed by the dealer…
1. Leads coming from a variety of sources:
• Dealer’s own web site
• Manufacturer sites
• AutoByTel
• CarPoint
• AutoVantage
• CarsDirect
• AutoTrader.com
• Plus Others…
2. Internet Marketing Budget over $10K/month
3. 8 Internet Sales managers who all reported
to the Director of retail Operations (GSM)

2. Traffic
Interactive
Web Site
Process
Sales
19,000
(4.8%) 918
LEADSLEADS
(18.5%) 170(69%) 118
(60%) 71
CLOSESCLOSES
7.7%7.7%
Closing %Closing %
19,200
Case Study #2Case Study #2
Phase 1Phase 1
AppointmentsAppointmentsAppts. ShowAppts. Show
One day of StrategyOne day of Strategy
WorkshopWorkshop
with Management Team atwith Management Team at
offsite location…offsite location…
Management started to “seeManagement started to “see
the need” for processthe need” for process
improvement when resultsimprovement when results
were immediately receivedwere immediately received
by inviting customers fromby inviting customers from
33rdrd
party leads to visit theparty leads to visit the
dealer’s web site.dealer’s web site.
Strategies inStrategies in REDRED were not executed by the dealer at thiswere not executed by the dealer at this
point in time. Items inpoint in time. Items in GREENGREEN were accepted andwere accepted and
executed by the dealer…executed by the dealer…
1. Market Strategy
2. Marketing Budget
3. Advertise Internal Customers (Vendor & Staff)
4. Advertise Customer Base
(Direct Mail, Telemarketing, Bulk Email)
5. Advertise Market (URL Everywhere)
6. Showroom Merchandising
7. Direct 3rd
Party Leads to Dealer Website
8. Search Engine Strategy & Active Management
9. Signage throughout Dealership

3. Traffic
Interactive
Web Site
Process
Sales
19,000
(4.8%) 918
LEADSLEADS
(18.5%) 170(69%) 118
(60%) 71
CLOSESCLOSES
7.7%7.7%
Closing %Closing %
19,200
Case Study #2Case Study #2
Phase 1Phase 1
AppointmentsAppointmentsAppts. ShowAppts. Show
1. Easy Navigation – Manufacturer’s Site
2. Research – Toyota Technology
3. Find a Car (Inventory pooled from TMS)
4. Used Vehicles Photos & Prices Posted
5. Trade Evaluations (KBB)
6. Financing (Toyota Technology)
7. In Stock Weekly Ads updated with
additional effects & references
8. Lead Forms Customization
9. Site Text customized
10. Pop-up Window Coupon customization
(4.8%) 929
(19.2%) 178(69%) 123
(60%) 74 8.0%8.0%
ClosingClosing
3 Days of eBusiness3 Days of eBusiness
WorkshopsWorkshops
at offsite location with ISM’sat offsite location with ISM’s
using PC workstations forusing PC workstations for
“Hands On” Web site utilities“Hands On” Web site utilities
training andtraining and
eBusiness processeBusiness process
development and role-playingdevelopment and role-playing
to establish comfort andto establish comfort and
execution skillsexecution skills

4. Traffic
Interactive
Web Site
Process
Sales
19,000
(4.8%) 918
LEADSLEADS
(18.5%) 170(69%) 118
(60%) 71
CLOSESCLOSES
7.7%7.7%
Closing %Closing %
19,500
Case Study #2Case Study #2
Phase 2Phase 2
AppointmentsAppointmentsAppts. ShowAppts. Show
1. Achieved Management “Buy In”
2. Identified perceived weaknesses of
current program by dept. managers
3. Each department’s eBusiness objectives
were identified and documented
4. Established eBusiness performance
metrics that all managers agreed on
5. Defined consulting process requirements
6. Internet Marketing Director position
created and Scott Hanna promoted
(4.8%) 935
(21%) 197(70%) 138
(60%) 83 8.9%8.9%
ClosingClosing
Days of In-Dealership consultingDays of In-Dealership consulting
hat included meetings with allhat included meetings with all
anagers on a 1-to-1 basis.anagers on a 1-to-1 basis.
stablished expectationsstablished expectations
or eBusiness programor eBusiness program
nd defined whatnd defined what
uccess would be.uccess would be.

5. Traffic
Interactive
Web Site
Process
Sales
19,000
(4.8%) 918
LEADSLEADS
(18.5%) 170(69%) 118
(60%) 71
CLOSESCLOSES
7.7%7.7%
Closing %Closing %
19,500
Case Study #2Case Study #2
Phase 3Phase 3
AppointmentsAppointmentsAppointment ShowsAppointment Shows
(4.8%) 938
(24%) 228(88%) 201
(60%) 122 13%13%
ClosingClosing
0 Days of In-Dealership eBusiness0 Days of In-Dealership eBusiness
rocess consulting that includedrocess consulting that included
complete overhaul of allcomplete overhaul of all
ead response processesad response processes
nd creation of a newnd creation of a new
esponse flowchartesponse flowchart
upported by emailupported by email
emplates, phoneemplates, phone
cripts & content.cripts & content.
1. Confirmation Call
2. Confirmation E-Mail Template:
• Map to Dealership
• Custom Directions
• Links to Automark web forms - streamlined buy
process
1. Lead Management – Process
Definition and Training on how to
execute each day
2. Auto Responder w/links to online
features
3. Personal Responses w/links to info
site features and specific site
functions
4. E-Mail Templates – Improved verbiage
5. 2-Way Pagers
6. Phone Contact using scripts &
training
7. Personalized response that includes
selection & price quotes on 4
vehicles in stock
8. Established a bonus plan based on
appointments made that show up at
dealer

6. Traffic
Interactive
Web Site
Process
Sales
19,000
(4.8%) 918
LEADSLEADS
(18.5%) 170(69%) 118
(60%) 71
CLOSESCLOSES
7.7%7.7%
Closing %Closing %
19,500
Case Study #2Case Study #2
SummarySummary
AppointmentsAppointmentsAppointment ShowsAppointment Shows
(4.8%) 938
(24%) 228(88%) 201
(60%) 122 13%13%
ClosingClosing
0 Days of In-Dealership eBusiness0 Days of In-Dealership eBusiness
rocess consulting that includedrocess consulting that included
complete assessment of allcomplete assessment of all
ead response processesad response processes
nd development of newnd development of new
ead response processad response process
Sterling McCall ToyotaSterling McCall Toyota
Houston, TXHouston, TX
Website: Third Coast MediaWebsite: Third Coast Media
Lead Management: CarClientLead Management: CarClient
RTS Catalyst: 53 days (5+48)RTS Catalyst: 53 days (5+48)
April, 2002 Internet sales = 71April, 2002 Internet sales = 71
August, 2002 Internet Sales =August, 2002 Internet Sales =
122122
August, 2002 Total Volume =August, 2002 Total Volume =
1,1431,143
Owner: Group 1 AutomotiveOwner: Group 1 Automotive
GM: Bob CannonGM: Bob Cannon
IMD: Scott HannaIMD: Scott Hanna
Before TAS
Consulting
After 5 months of
TAS Consulting

7. Traffic
Interactive
Web Site
Process
Sales
19,000
(4.8%) 918
LEADSLEADS
(18.5%) 170(69%) 118
(60%) 71
CLOSESCLOSES
7.7%7.7%
Closing %Closing %
19,500
Case Study #2Case Study #2
SummarySummary
AppointmentsAppointmentsAppointment ShowsAppointment Shows
(4.8%) 938
(24%) 228(88%) 201
(60%) 122 13%13%
ClosingClosing
0 Days of In-Dealership eBusiness0 Days of In-Dealership eBusiness
rocess consulting that includedrocess consulting that included
complete assessment of allcomplete assessment of all
ead response processesad response processes
nd development of newnd development of new
ead response processad response process
Sterling McCall ToyotaSterling McCall Toyota
Houston, TXHouston, TX
Website: Third Coast MediaWebsite: Third Coast Media
Lead Management: CarClientLead Management: CarClient
RTS Catalyst: 53 days (5+48)RTS Catalyst: 53 days (5+48)
April, 2002 Internet sales = 71April, 2002 Internet sales = 71
August, 2002 Internet Sales =August, 2002 Internet Sales =
122122
August, 2002 Total Volume =August, 2002 Total Volume =
1,1431,143
Owner: Group 1 AutomotiveOwner: Group 1 Automotive
GM: Bob CannonGM: Bob Cannon
IMD: Scott HannaIMD: Scott Hanna
Before TAS
Consulting
After 5 months of
TAS Consulting