The temptation to speak during the Demonstration Drive is something that is hard for many Salespeople to control. Since it is just beyond the halfway point of a normal sales process, it is tempting to start applying pressure through things like Trial Closes or overselling the Customer on the features and benefits of the vehicle. This method has long been a part of automotive sales training and it is time to leave it behind and move on to more Customer friendly practices.
The truth of the matter is, you should only speak during the Test Drive when you are spoken to. This is the Customer's time to enjoy the car and explore its great benefits and options. Asking questions, whether they are car related or personal in nature, only deflects from what the Customer is trying to accomplish; that is, whether or not the car they are test driving is the vehicle that they want to purchase from you.
Some Salespeople make a habit of leaning over the front seat if they are sitting in the rear and spend the whole demo drive talking to their Customers. If that is something you normally do, now is a good time to drop that from your process! This takes away the real power of a Demonstration Drive where the customers are supposed to be ‘experiencing’ the car and not talking to the Salesperson. In truth, it is usually more of a nervous reaction because you may be anxious about making the sale.
Great Salespeople know that listening is much more important than talking during the demo drive. This is especially true when there is more than one Customer in the car. A husband and wife will often reveal what they think about the vehicle if you sit quietly in the backseat and become invisible. They will soon forget that you are there and may start discussing their feelings about the car and give you plenty of ammunition for the close by revealing what they like most about the car.
Our training curriculum has long stressed the idea of the Silent Demonstration Drive, and those salespeople who have adapted it have seen a tremendous upswing in their success rates. It really is true that “Silence is Golden” when it comes to the Demo Drive. Try it and see for yourself.
If you want to be the best you can be, exceed your average monthly sales and rise to the top of your dealership, you need to constantly be learning new techniques. At David Lewis and Associates, we offer a variety of methods for training yourself. Contact Mary Mannella today to learn more about what DLA can do for your bottom line at 1-800-374-3314, extension 215.