Page 42 - Car Sales Training Manual

!-* !*89 􏰀7.;* ? Session B.1
B. 1–1 of 3
TOPIC: The importance of your customer taking a T est Drive. Explaining the purpose and nature of the Test Drive and why you need to make a photocopy of the customer’s driver’s licence.
AIM: To ensure you achieve a smooth transition from static showroom presentation to road demonstration with every customer.
To ensure that your Dealership’s legal/insurance requirements are met by obtaining a photocopy of the customer’s driver’s licence prior to the road demonstration.
KEY POINTS: • Remember, 99% of customers really )4 want to drive the car before they buy it.
• %4: be ENTHUSIASTIC about taking the drive and showing the enjoyment the car can offer your customer. (eg.,“This is the '*89 part, where we see how well it all comes together on the road.”)
• If you don’t offer and complete a road demonstration, your chance of securing a sale or retaining acceptable profit are reduced severely. Your customer needs to own the car mentally and emotionally before they allow themselves to own it financially.
• It is your aim to keep your customer with you as long as possible. Otherwise, they will use the balance of the day to visit other Dealers. A test drive lengthens your presentation and assists you to build extra rapport and open post sale discussions.
• If you attempt a close without completing a demonstration, the customer will usually need the offer of a heavy discount to bridge the value/desire gap.
• You cannot always rely on your customer having a valid, current driver’s licence. Neither you nor your Dealership can take the risk of an accident involving an unlicensed driver.
• Explain in a non-intrusive, conversational tone that it is a requirement of your Dealership’s insurance company that a copy of the licence be made prior to a demonstration drive.
• Explain exactly what the test drive will entail. (That is, time, route and the driver sequence. You &1<&>8 drive first.)