Maximizing a New Car Test Drive: How to Turn Test Drives Into Sales

For many car salesmen, the new car test drive is the moment. You know what we're talking about. It's the feeling of being so close you can almost taste it.

But this is also the moment when a sale might fall apart. Many commit the mistake of being overeager. You've got the fish on the hook but you're quick to pull the line.

How can you finalize the sale with the test drive? Here are some tips.

The Importance of the New Car Test Drive

The test drive is often the most critical part of the sale. No customer would commit to buying a product worth thousands of dollars without getting a feel for it first.

Here are some numbers: 82% of new car buyers rate the test drive as 8 to 10 of the overall satisfaction with the purchase process. Only 42% were ok with buying a car without a test drive (but with some guarantee). 70% of buyers became interested in a car after seeing test drive videos on Youtube.

Giving customers a feel for the product is a tried and tested way of closing any sale. You establish an emotional connection between the buyer and the car. This will give them a psychological sense of ownership, increasing the likelihood of purchase.

Create a Memorable Experience

Every step of the test drive, from scheduling to the actual drive, should be fun, memorable, and informative.

Let's start with the scheduling. It should be convenient and easy for the customer. 38% of buyers use their phone to book a test drive. Make sure that your potential new car owner has this option for scheduling.

Present Yourself as Trustworthy, Knowledgeable, and Not Abrasive

The test drive involves only you, the car, and the buyer. You don't have to be buddy-buddy with the customer. But you have to earn their trust enough for them to open their wallets.

If they ask a question about the car, you should know the answer. If you can't answer the question, they'll see you as unreliable. Remember, most car shoppers research on the internet before actually going to the dealership.

It's hard to find a balance between being informative and being too talkative. Know when to shut up. The main purpose of the test drive is letting the customer have a feel for the car. Ask some questions, talk about the features, but just let them enjoy the drive.

Pre-Plan Your Route but Allow for Some Leeway

You choose the route to showcase the features of the car. You want to demonstrate to the buyer how the car handles different conditions. Discuss with your customer the route ahead of time and explain why you chose that route.

Most of the time, you'd want to choose roads that are well-maintained. But give the client the freedom to veer off the chosen path if they want to. If you're confident that the vehicle can handle rough terrain, it will be one more selling point to close the deal.

Never Ever Pressure the Buyer into Buying

If you try to reel them in too quickly, they'll get away. The test drive for many is an extension of their own research. Some will not be ready to buy then and there, and that's more than fine.

If you gave them a memorable experience, then the test drive has done its job. And that is to create a feeling of commitment to the customer.

Hook Them With a Feeling

The new car test drive is about giving your customers an experience that will stick to them emotionally. Make the test drive as wonderful an experience as possible and soon the customer will be driving in a brand new car.

For more articles about closing the deal, visit our blog.

by Roger Kalinowski via Everyone's ADM Blog Posts - Automotive Digital Marketing