Statistics have always been something I relate to. They are black and white. They are facts rooted in historical data. So, when it comes to making decisions, I like to see what those statistics are telling me. Not only how I have performed in the past, but where I may need to improve and grow. It only makes sense, right? With that in mind, if I were to tell you that only 1% of showroom prospects that DO NOT go on a test drive will purchase a vehicle, would you do anything differently? Of Course You Would!
Back when I was selling carsI had a couple lines I would use to get a prospect into a vehicle. Depending on the rapport I had with the client, sometimes I would go for ol', "The owner requires every vehicle to be driven before we can sign paperwork." With others, I played a different card. "I know you did your homework and know all about the vehicle, but let’s bet a $1, I can show you a feature you DIDN'T know about." I always had a stack of dollar bills on my desk and a few one-liners to get a test drive. The point is, I knew the value of getting that person behind the wheel. It's not luck or creative one-liners. It's fact. Get them on the road and they're statistically more likely to buy.
More Than The Test DriveIt's not just about getting them in the car. What happens during the test drive is just as important to close the deal. Yes, you need to take every client on a test drive. You will sell more vehicles. But, once you start test driving all your clients, you can start keeping track of the results of your performance. This is my favorite part. I like stats…this is fun for me. (No judgement) Start tracking the following with every client:
- Did I take them on a test drive?
- What route did I go on?
- What was my top speed?
- Did I provide them value and information they didn’t know?
- Did I sell the vehicle?
- Where can I improve for next time?