For most Customers the pinnacle part of our sales presentation is the Demonstration Drive.  This is where they are given a chance to take the car for a spin and hopefully take mental ownership of the vehicle.  The problem is that we rarely give the Customer a chance to actually do that.  A typical Demonstration Drive takes them on a pre-designated demo route that usually goes around a block or two and then comes right back to the Dealership.  All of this is done while the Salesperson sits in the passenger seat or the back seat telling the Customer where to turn next while trying to convince them that this is the perfect car for them.  Not a pretty picture when you get right down to it and most Customers realize this.

In my experience few things in the sales presentation offer as much potential for success as the Demonstration Drive, but it must be one that is all about the Customer.   You want to give a chance to let the car speak for itself in the type of driving situation that fits the Customers normal driving routine.  The best way to do that is to let them go where they want to go and for as long as it takes to give them a total experience with the vehicle. If it takes 40 minutes, then so be it, it’s not a big deal!  The more they drive the car, the better the chance that they will fall in love with it and want to own it for themselves.

But here’s the clincher!  The Salesperson must sit there silently the whole time and let them enjoy the experience without interrupting or trying to use a bunch of Trial Closes to reel them in for the kill.  The only time the Salesperson should speak, is when they are spoken to.  Other than that, they should keep their mouth closed and take mental note of the things that the Customer seems to be most excited about.  After that, when they return to the Dealership, they will know just what things to focus on when they give their dynamic external walk around.

The longer the Customer drives the car, the greater the odds for a sale.  The longer the Customer drives the car, the greater the gross.  Increase your odds and you will be thankful you did.