Conducting the Test Drive Right

Conducting the Test Drive Right

To maintain profitability, regardless of the economy, you and your staff have to do everything right every time a prospect or customer comes into your dealership. You have to have a system for doing everything right-and you have to follow that system, every time.

One crucial element of a sales system is the test drive, which is the customerês opportunity to experience firsthand all the features and benefits described in your presentation of the vehicle. The test drive can make or break your sale, so it is worthwhile to establish and adhere to certain guidelines.

When planning the demo drive, follow these ground rules:

àAlways accompany the customer.

àCheck the demo vehicle for cleanliness and proper operation.

àUse a preplanned route that highlights vehicle features.

àAvoid heavy traffic where possible. For your own safety, take precautions:

àReview the person’s driver’s license to make sure it’s valid.

àFill out a demonstration drive “agreement” that includes the prospect’s name, address, phone number and details about the demo vehicle.

àInform management of the route you will take.

àIf you’re concerned about riding alone with the customer, take along another salesperson.

àInsist that the customer operate the vehicle lawfully.

When conducting the demo drive, use the following guidelines:

àTake the wheel first, letting the customer observe features and feel the new-vehicle ride.

àRun through the operation of controls and features as you drive.

àFocus on features that match the customer’s expressed expectations and needs.

àChange drivers at a midway point.

àPoint out features as the customer drives.

àAllow a few minutes of silence, then answer any questions or concerns.

àSubtly ask trial closing questions, e.g., “Is there any additional equipment you’d prefer to have in your new car?” or, “Based on all we’ve looked at, would you say this car fulfills your needs?”

This article is adapted from NADA Management Guide SL.36, A Dealer Guide to A Winning Sales System. You may order the guide, published in January 2003, from the National Automobile Dealers Association (NADA) by calling 800-252-6232, ext. 2 or 703-821-7227. NADA members’ price is $10 plus shipping; cost to non-members is $20 plus shipping.