Move from presentation to the demonstration drive smoothly:
- Assume don’t ask
- Control the environment by setting the radio to their favorite station, getting the temperature correct.
- You always get in the driver’s seat to explain the interior features.
- Start the vehicle up while describing the features.
- Take off on the demonstration drive. Don’t ask.
- Follow the predetermined demo route, usually all right hand turns.
- Talk in the first half of the demonstration and listen in the last half.
- Get to a predetermined point and let the customer take over the driving.
- Don’t ask; just tell them, “Your turn!”
- Let the customer get comfortable. Don’t rush them
Let your customers take mental ownership of the vehicle during the demonstration drive.
What am I trying to accomplish?
Take customers on a demonstration drive to experience the vehicle.Why do I want to accomplish it?
To let my customers take mental ownership the vehicle.How am I going to accomplish it?
By mostly staying quiet and let my customers enjoy the vehicle during the test-drive.
Above sentence is the purpose statement of this step: Let your customers take mental ownership of the vehicle you are demonstrating.
At the end of the demonstration drive assume the sale and ask customer to park the vehicle into an area away from all other vehicles. Many dealers have SOLD sections. That is where you should be having your customer park. Under no circumstances let your customer take the car back to where you pulled out from.
Before getting out of the vehicle you should find out how they like the vehicle and flush out all vehicle objections.
Do not ask questions like “Will you buy it if the price is right?” Assume the sale and ask commitment questions towards the vehicle not the price. While getting the information off the vehicle ask questions like: “Who will be driving it home, whether or not they’d like to add some accessories, etc.” Monitor responses to your assumptive questions. Have conviction. Use strong voice tone and assume the sale. Start walking towards the dealership. Tell your customers to follow you and you will get them the information they need. Watch their body language. Your customers’ bodies will tell the truth when their mouths won’t.
As you advance through the sale from the outside to inside you must have as smooth a process as possible.
You should always bring your customers in through your dealership’s service entrance.
Everything of value must be sold before you start discussing price and terms. Your dealership’s service and part departments offer tremendous value. You must make your customers aware of all the great things about your service and parts departments: Factory trained/certified technicians, convenient hours, convenient vehicle drop-off and pick-up options, alternative transportation options like shuttle service and or loaners, amenities available in the lounge, factory accessories, etc. Share with your customers how all these things benefit them. Make sure to introduce your customers to a service adviser and/or parts counter person. Make your customers feel like they already are part of your dealership.