On the road to a sale there are two very important steps. One we covered in the last issue of DEALER magazine and that is the presentation. The other is the demonstration drive. My feeling is that the demonstration drive adds validity and credibility to everything the salesperson told the prospect during the presentation. If a salesperson can get a customers head going up and down in an, "Oh yea, I see want you mean," type of way, they are close to selling a car. Feel free to copy this page and distribute it to your sales people,
Here are my seven steps to an
effective demonstration drive:
1. You drive first. I don't think this is crucial but I think it is a good habit to get into. New and used cars off your lot sometimes don't run well. Not because they're not good cars but because they don't get driven. The manager rearranges the lot every three days (or should), so they start up the cars, move them 50 feet and shut them off. New cars sometimes don't get driven for a month or longer. They all need to be warmed up well.
The other reason for you to drive first is to get the customer comfortable. This is a new and strange experience for them. Let them get comfortable with the car by watching you and listening to you first.
The exception to you driving first would if the customer is sitting behind the wheel and says, " Let's go for a ride!" I wouldn't want this customer to lose that enthusiasm by dragging him out and putting him in the passenger seat. And then doing it again half way through the ride.
2. Know your route. Have a planned route with a little of everything - highway, bumps, quiet streets, lots of right turns, etc. The only exception I would have to a planned route is if the guy lives across the street from your dealership. He knows the area, so let him drive. If your demo driving a one-ton big duelly with helper springs, I wouldn't recommend railroad tracks on the demo!
3. Obey the laws. Don't speed, wear your seatbelt and tell the customer to do the same. If the customer speeds, tell him to slow down. He will.
4. Sell the benefits. While you drive, take a little time to point out certain benefits and why they are unique to this car. You're looking for nods of approval and understanding from the customer.
5. The customer drive. At a predetermined spot, away from the dealership, pull the car over and let the customer drive. Do it in a nice parkway or quiet street. I am not a big fan of doing it in some shopping center parking lot where there are lots of other cars around to distract them. How about his driveway if he lives near the route we're on? The best thing you can do when making the switch is to stop and take a moment to point out one little thing about the car. You both meet at the front of the vehicle and maybe you show him the air-dam or mention the energy absorbing grille. Something to help him take a little mental ownership.
6. Be observant, do a lot of listening and watch for buying signals. While the customer is driving, don't feel compelled to talk. Just sit there and listen, answer any questions succinctly and watch. If he is touching the dash or looking over the controls, these are good signs. You don't have to explain anything about these things unless he asks.
7. Maintain control at the end of the ride. You maintain control by parking as far away from the customer's car as you can. We'll go into why in the next issue regarding transition but for now just try to park near a window by your desk or in the back of the dealership.
Many managers feel that the demo ride is a good closing office. You are in the customer's space, they are a captive audience and you should try a close on him. I'm not a believer in that. There is one really good closing question that we all use. "If I could, would you?" If I use that line, he says yes, and I can't pull out a contract, I may lose him between here and the time we get back to the dealership. He could get hit, or worse yet, hit something himself. He could see a car he likes better. The car could break down or run out of gas. Anything! So don't waste this line on the drive.
He will say something like, "Will you take my car in trade?" or "What would my payments be on this car?" When he does, you must first realize that he just bought the car. All I need to do is get him a good trade allowance or a comfortable payment. Instead of saying, "Sure!" which most salespeople do and it does nothing to move the sale forward. Or some salespeople will say, "Would you if I could?" This is better but not what I would recommend. The right response should be, "Sir, we take in nice cars like yours all the time. Just turn right at this corner." Or "We have a complete business department that can help you with all you financing questions, turn right up here." After a few blocks you say, "Turn right at this corner."
Two right turns and we are heading back to the dealership!!! This guy is sold and ready to buy.
Next month: Why don't salespeople go along on demo rides?
Good Luck and Good selling. Visit us at our Website. www.youcansellcars.com