The test drive is one of the most powerful tools in a dealership’s sales arsenal. It’s the moment where potential buyers transition from imagining themselves in a car to actually experiencing it. Done right, a test drive can seal the deal. Done poorly, it can leave customers indifferent or undecided. Here’s how your team can use test drives to turn prospects into buyers.
The test drive experience begins long before the customer gets behind the wheel:
Be Personable: Greet them with enthusiasm and a genuine interest in their needs.
Ask Questions: Understand what brought them in today and what they’re looking for in a vehicle.
Set the Stage: Explain the process and what they’ll experience during the test drive.
A positive first impression creates trust and sets the tone for the rest of the interaction.
Don’t just put them in any car - choose the one that best meets their needs:
Listen to Their Preferences: Size, features, price range, and style are all important factors.
Highlight Features That Matter to Them: If they value safety, point out features like blind-spot monitoring or adaptive cruise control.
Avoid Overwhelming Them: Stick to one or two options that closely match their needs instead of overwhelming them with too many choices.
When the car feels right for them, the sale becomes easier.
A well-prepared car can leave a lasting impression:
Clean and Ready: Ensure the car is spotless, inside and out.
Fuel and Functionality: Confirm that it’s fully fueled and all key features are functional.
Personalize the Setup: If you know their preferences, adjust the seat and mirrors before they arrive.
A ready-to-go car shows professionalism and respect for their time.
A test drive is the customer’s moment to experience the car:
Let Them Drive: Avoid dominating the conversation. Allow them to focus on the car’s feel and performance.
Point Out Key Features: Casually highlight relevant features during the drive, like quiet cabins, smooth handling, or tech integrations.
Answer Their Questions: Be attentive and responsive without interrupting their experience.
The goal is to make them imagine themselves owning and driving the car every day.
The route can make or break the test drive:
Incorporate Variety: Include a mix of highways, residential streets, and turns to showcase the car’s versatility.
Highlight Features: If the car has standout handling or acceleration, choose a stretch of road where they can experience it.
Keep It Comfortable: Avoid overly complicated routes or high-traffic areas that could cause stress.
A well-planned route allows the car to shine in its best light.
People often buy cars based on emotion, not just logic:
Ask Open-Ended Questions: “How does the ride feel?” or “Can you picture yourself driving this to work every day?”
Let Them Visualize Ownership: Use language that places them in the driver’s seat long-term: “Imagine taking your family on a road trip in this spacious SUV.”
Stay Positive: Reinforce their excitement without being overly pushy.
Emotional connections make it harder for them to walk away.
Objections during a test drive are an opportunity to build trust:
Be Empathetic: Listen carefully to their concerns.
Offer Solutions: For example, if they mention a lack of a feature, point out an alternate model or how the dealership can help.
Reassure Them: Highlight the car’s strengths to counter minor objections without being dismissive.
A well-handled objection can reinforce their confidence in the car and your dealership.
The conversation after the test drive is just as important as the drive itself:
Ask for Their Thoughts: “What did you like most about the car?” or “Does this meet your expectations?”
Reiterate Key Features: Remind them of the standout aspects that match their needs.
Guide Them to the Next Step: Offer financing options or discuss trade-ins to move the process forward smoothly.
Keep the energy and momentum from the test drive alive.
Your sales team needs the tools and skills to maximize test drives:
Role-Play Scenarios: Regularly practice handling different customer types and objections.
Educate on Features: Ensure the team knows the cars inside out, from safety features to tech integrations.
Provide Scripts (But Keep It Natural): Offer guidelines for key talking points, but encourage genuine interactions.
A well-trained team will always make the most of test drive opportunities.
Use digital tools to make the process seamless:
Pre-Book Test Drives Online: Allow customers to schedule test drives through your website.
Use Digital CRM Systems: Track customer preferences and follow up with tailored communication.
Virtual Test Drives: Offer videos or VR options for customers who prefer a digital experience first.
Technology adds convenience and shows your dealership is forward-thinking.
A well-executed test drive can turn an interested customer into a buyer. By focusing on preparation, personalization, and creating a memorable experience, your team can boost sales and build lasting relationships. Empower your dealership with tools like HeyAuto Business Suite to streamline the process and make every test drive count.
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