Driving home from the airport late last Thursday night, I switched on some good old’ talk back radio to keep me awake on for the journey… Bad idea most of the time…! But this night, a motor industry expert was on talking about his demise for a car brand and giving his thoughts on how people buy cars these days. 

He made a comment, "most people don’t need to test drive cars before they buy them these days because it’s more about the iPhone and Bluetooth connections and other features."

Whether you agree or disagree with him, as a salesperson, thinking that our customers don’t want to drive our cars before they buy one is a dangerous place to go… 

It’s dangerous thinking because...

                              No test drive = Limited customer emotion

                              No test drive = Limited opportunity to build rapport

                              No test drive = No chance to demonstrate the key selling features 

A test drive is still, and will always be a key component to our sales process and we can’t allow an “expert” opinion or even if our customer initially refuses a test drive to deter us from the opportunity to build emotion, rapport and demonstrate our key selling features. 

So take EVERYONE on a test drive! Or as I like to call them, “Vehicle Experiences”

7 Tips for Outstanding Vehicle Experiences 

1.     Always Drive First

Many customers are more interested in the specs than the drive so still drive them, just make it concise. Others will need some time in the car so you need to be flexible

3.     Vary The Time & The Route Depending On The Car

Have a different test drive route for the different models to ensure the key selling features are being demonstrated.

4.  Tell the Customer Where They Are Going

5.     Get Everyone Driving

Husband & wife, Father & Daughter, get them all experiencing the vehicle for positive affirmation and reinforcement

  
6.     Setup Driving Position

Show ease of entry, accessibility of controls, recommended driving position to build rapport

7.     Think About WOW Features

Pair their phone with the Bluetooth and stream some music, show the ease of parking with Electric Power Steering & the turning circle, setup MMCS with test drive route

I call them vehicle experiences because you want YOUR test drive to be better than your competitors your customer just visited down the road. You want YOUR test drive to be better than just a spin around the block, or like they just rented your car for the day. Make it a “Vehicle Experience”

Great Selling!

Dave Benson