Pick the right vehicle, find a nice route, and help your customer relax. Some free test drive tips from test drive pros.
With more customers doing their tire kicking online, by the time someone takes the wheel of a vehicle for a test drive, you are well down the sales funnel. How do you convert more test drivers into car drivers?
“You can research models and trim levels, you can compare prices and features and competitors, but you can’t test drive online,” says Vince Palumbo, General Sales Manager at Pine View Hyundai in Woodbridge, Ont. “The test drive is becoming increasingly important, because it’s become the only true ‘physical’ aspect of a process. You can’t take in that new car smell, hear the sound system or feel grip through the corners online.”
Vince Palumbo, General Sales Manager at Pine View Hyundai in Woodbridge, Ont, says that with the growing dominance of the Internet, in the future dealerships could become essentially test drive and delivery centres, which is why the process of the test drive itself is arguably more important than ever.
So when a customer is looking to purchase a new vehicle, from the dealer’s perspective it’s vital that the process goes as smoothly as possible.
“One of the key aspects, is being able to listen,” remarks John Hillock, New Car Manager at Jackson’s Toyota in Barrie, Ont. They often know the package they want but often they’ll come in with a list of questions. It’s up to the sales person to listen to those questions, since it will determine the direction of the test drive process, he says.
“It’s a lot easier than most people think for the sales person to choose the wrong vehicle and the customer to leave the dealership disappointed, because the car doesn’t feel ‘right; or doesn’t drive or incorporate the features they thought they wanted,” says Palumbo. “It’s just so important to understand what the customer’s needs are at the very beginning. If he/she is conscious about visibility, then in our case putting them in a car like a Genesis Coupe or Veloster isn’t going to help.”
Make it the right fit
Yet sometimes, despite doing their research online, a customer might actually find out that the vehicle they originally planned on buying might not fit their needs. That’s why sales staff should be prepared to have alternative vehicles ready for the test drive process, once the customer arrives at the dealership.
“You might get one person who’s looking to buy, let’s say a Toyota Matrix,” says Greg Jackson, General Manager of Jackson’s Toyota, “but all of a sudden they spot [that] Scion tC in the showroom. Purchasing a vehicle is a very emotional process for many and you should take every opportunity to allow them to sample the vehicle, ask questions and take it for a physical test drive.”
Vince Palumbo agrees that you never know which direction a sale might go in. “Sometimes it’s taking that [second] vehicle for a test drive that can seal the deal,” says Palumbo. “That’s the great thing about this business, you just never know.”
Don’t make assumptions
Greg Jackson, General Manager of Jackson’s Toyota in Barrie, Ont., says that the specific test route should be chosen based on the characteristics of the vehicle. “You want to show the car’s best characteristics. Taking an economy car up a steep hill loaded with people, or driving a sports car on bumpy broken pavement is not something you want during the process.”
He says he had an older gentleman who was a loyal customer who always drove big, full-size cars with column shifters. “He was looking for a vehicle and we put him in a [Hyundai] Accent. I wasn’t sure what to make of it at first, because it was just so different from what he was used to. We just took our time and he loved it, so much in fact, that he ended up buying one.”
Which brings up an interesting point when it comes to regular or loyal customers. “It’s very easy to fall into the “comfort” zone,” says Frank Romeo, President and General Manager at Pine View Hyundai.
“Because we know them and have done business with them and their family and friends, sometimes we assume they know the features on a vehicle. However, today more than ever, it’s also important for us as sales people to ask them questions, such as do you know how the navigation system works? Would you like me to show you? It can even be something as simple as power adjustable pedals or a telescoping steering column, which can mean the difference between them being comfortable or not enjoying the test drive because they can’t achieve the right posture behind the wheel.”
Show and tell
Sales and Leasing Representative Tyson Dunlop feels that often one of the best strategies is to make sure the customer is as familiar as possible with many of the vehicle’s features in the showroom before heading out on the test drive.
“We all like to know how things are operated,” he says. “And the showroom is the perfect location for sitting the customer in the vehicle and going over the features. It’s not affected by weather and it’s an open, clean environment to allow them to test out some of the features, from power seats to the vehicle controls and info entertainment system. Sometimes it can even alter their decision and they might consider options for their vehicle that previously weren’t part of their criteria.”
When it comes to the actual test drive process, once the customer has sampled some of the vehicle’s features, it’s time to head out. In most cases, the procedure involves the sales person taking the wheel and then pulling over to let the customer take their turn.
Although you can’t possibly point out all of the vehicle’s features during the test drive process, highlighting some of the key features and pointing them out via the owner’s manual can reassure the customer especially given the available info/entertainment and other electronic features present on today’s vehicles.
“This is important for a number of reasons,” says John Hillock. “Many dealerships are located in high traffic areas, so if the customer isn’t familiar with the area or with the vehicle itself, it gives the sales person a chance to take the vehicle into a less busy area for the changeover. That way, the customer will feel more relaxed, there’s less potential for accidents and from a sales perspective you’re able to position the vehicle on a test route that will take in a variety of different conditions; that allows them to really experience the vehicle, whether it’s a city street, rural back road, or even highway driving.”
Pick a nice route
Sometimes, finding a scenic route can go a long way to adding to the overall experience. “On one of our test routes, there’s a golf course part. It’s a really picturesque setting,” remarks Palumbo. “On this route, many customers found they really enjoyed the scenery.”
Then again, many dealerships have several routes they can use, since customers will often want to explore different aspects of the vehicle depending on their needs. “If you have somebody who is looking to purchase a car for commuting, then it’s highly likely they will spend a good deal of their time driving on the highway,” remarks Frank Romeo. Because of our location, and close proximity to Highway 400, there’s a great opportunity for the customer to experience true expressway conditions. It’s important because even today, vehicles often behave differently at cruising speeds then they do when driving around town.”
Not only that, but choosing a drive route can give a chance to sample some of the vehicle’s unique technological features, a good case in point being hybrid electric vehicles.
“Several years ago, hybrids were a virtually unknown quantity,” says Greg Jackson, “however we’ve seen them become more popular, with more models entering the market.” Nevertheless driving a hybrid for the first time can be an unnerving experience for the customer.
Make customer relaxed
Our experts say most test drives typically last 25-30 minutes. During that time the sales person should try to resist the urge to talk. Instead, the focus should be on letting the customer soak in the experience.
“When you turn the key and the engine doesn’t start, or when the engine shuts off as the car slows down, it can baffle some customers if they don’t expect or aren’t aware of it,” says Gary Keilhauer, Sales Manager at Donway Ford-Lincoln in Scarborough, Ont. “That’s why it’s so important for them to understand the basics behind it before you embark upon the test drive.”
Another aspect that’s often overlooked can be different driving characteristics, such as the sensitivity of the steering or brakes. “Even today, cars drive differently,” says Sales Representative Benjamin Delgado. “If the car the customer is used to driving has very sensitive power brakes, and the one they’re test driving has more of a sportier feel, with firmer pedal action or stiffer steering, it can take them by surprise, sometimes to the point they might no longer consider it. So you need to indicate that before you head out.”
So there’s a need to listen to the customers’ needs, choose the right vehicle, plan a suitable test route and point out the car’s features and characteristics, but what about etiquette?
From those we interviewed, the general consensus was to listen and respond to the customer’s questions, but during the test drive it pays to be quiet and intuitive, giving them chance to soak it all in.
“If you’re babbling away during the test drive, the customer can easily feel irritated or under pressure,” says Vince Palumbo. “There’s still a stigma that by going for a test drive, the customer is then automatically obligated to buy the vehicle. In reality that’s usually far from the case, but still, the customer who feels less under pressure and is more relaxed and happy during the test drive is the one more likely to buy the vehicle from you. After all, it’s important to remember that they came to your dealership, to drive your car, so why get in the way of building that relationship, especially at what is the penultimate part of the process?”
