I’ve been in the automotive industry since I was 18 years old and the one thing that has remained the same, no matter what technology has been introduced, is the value of a test drive. Our research proves that including a test drive into the sales process is imperative. But lately test drives have been taking a beating. From the idea that millennials want an entirely online transaction without the test drive, to the kidnappings in recent news, test drives are getting a bad rap. We’re seeing safety concerns ramp up in our industry, from vehicles stolen during the test drive to a recent situation where a salesperson was actually kidnapped and physically harmed. While the safety of employees should be first and foremost on the minds of dealership management, we cannot let this critical step fall through the cracks of the process out of fear. If we stop giving test drives, our salespeople will be missing out on the biggest value builder available to them.  So much so, that only 4% of in showroom shoppers (walk-ins and appointments) purchase without a test drive.  

With that in mind, here are a few common sense approaches to keeping this very important step in place, while protecting the salespeople:

Manager Introductions – I’ve said it before, and I’ll say it again, manager introductions are not only good for selling vehicles (this simple step can increase your closing ratio 20 percent!) but should also be taken as a safety precaution on behalf of your employees. By introducing a manager at the beginning of the sales process, the sales person has someone other than themselves assessing that prospect. And if there are any concerns before the test drive begins, action can be taken. Perhaps the manager goes along, or another salesperson is assigned to ride. At the very least, from a safety perspective, manager introductions mean another person now has “eyes” on the transaction and the person buying the vehicle if something goes awry.

CRM Entry – Again, as important as this is for the sale, the gathering of customer information can also act as a safety measure. By the very act of taking the customer’s contact information, the salesperson is lowering the chance the driver will act irresponsibly. Ensure your salespeople get a copy of driver’s license and matching proof of insurance card before heading out on the test drive. Fake IDs can be a common occurrence, but few of those armed with a fake ID will be expecting the request of proof of insurance. As an added safeguard, if proof of insurance is given, the salesperson or manager can call the insurance company listed to verify before taking the test drive. If, by chance, something does happen during the test drive, at least the dealership now has a starting point for finding the driver.

Geo-Fencing – While the two tips above help mitigate a potentially dangerous situation, geo-fencing can actively thwart a test drive gone awry. As soon as the geo-fence is broken, the system can automatically start tracking the drive. Now you can track everything from the route, to the rate of speed, even the time spent on the test drive. A “route overlay” feature can alert management when, and where, a test drive goes outside of the pre-designed route, in real-time.

Designated Stop Points – This is such an easy step to implement and yet it could help your salespeople immensely when it comes to test drive safety. Designate stop and “switch driver” points on your test drive routes and go over these points with your team. Make sure that your sales team understands the importance of only stopping at these designated locations.  By pairing this safety step with a geo-fencing solution you have an extra layer of protection. With geo-fencing, an alert to management can be set-up when an unplanned stop occurs, helping notify dealership personnel sooner if a test drive is not proceeding as planned.

These are just a few, simple but effective ideas to help amp up the safety of your test drives. While none of us want to see anyone in the industry harmed, it would be a shame to let one of the most critical steps in the car buying process go to the wayside out of fear.

Clint Burns is CEO and Founder of The Next Up and can be reached at Cburns@Thenextup.com. 

I’ve been in the automotive industry since I was 18 years old and the one thing that has remained the same, no matter what technology has been introduced, is the value of a test drive. Our research proves that including a test drive into the sales process is imperative. But lately test drives have been taking a beating. From the idea that millennials want an entirely online transaction without the test drive, to the kidnappings in recent news, test drives are getting a bad rap. We’re seeing safety concerns ramp up in our industry, from vehicles stolen during the test drive to a recent situation where a salesperson was actually kidnapped and physically harmed. While the safety of employees should be first and foremost on the minds of dealership management, we cannot let this critical step fall through the cracks of the process out of fear. If we stop giving test drives, our salespeople will be missing out on the biggest value builder available to them.  So much so, that only 4% of in showroom shoppers (walk-ins and appointments) purchase without a test drive.  

With that in mind, here are a few common sense approaches to keeping this very important step in place, while protecting the salespeople:

Manager Introductions – I’ve said it before, and I’ll say it again, manager introductions are not only good for selling vehicles (this simple step can increase your closing ratio 20 percent!) but should also be taken as a safety precaution on behalf of your employees. By introducing a manager at the beginning of the sales process, the sales person has someone other than themselves assessing that prospect. And if there are any concerns before the test drive begins, action can be taken. Perhaps the manager goes along, or another salesperson is assigned to ride. At the very least, from a safety perspective, manager introductions mean another person now has “eyes” on the transaction and the person buying the vehicle if something goes awry.

CRM Entry – Again, as important as this is for the sale, the gathering of customer information can also act as a safety measure. By the very act of taking the customer’s contact information, the salesperson is lowering the chance the driver will act irresponsibly. Ensure your salespeople get a copy of driver’s license and matching proof of insurance card before heading out on the test drive. Fake IDs can be a common occurrence, but few of those armed with a fake ID will be expecting the request of proof of insurance. As an added safeguard, if proof of insurance is given, the salesperson or manager can call the insurance company listed to verify before taking the test drive. If, by chance, something does happen during the test drive, at least the dealership now has a starting point for finding the driver.

Geo-Fencing – While the two tips above help mitigate a potentially dangerous situation, geo-fencing can actively thwart a test drive gone awry. As soon as the geo-fence is broken, the system can automatically start tracking the drive. Now you can track everything from the route, to the rate of speed, even the time spent on the test drive. A “route overlay” feature can alert management when, and where, a test drive goes outside of the pre-designed route, in real-time.

Designated Stop Points – This is such an easy step to implement and yet it could help your salespeople immensely when it comes to test drive safety. Designate stop and “switch driver” points on your test drive routes and go over these points with your team. Make sure that your sales team understands the importance of only stopping at these designated locations.  By pairing this safety step with a geo-fencing solution you have an extra layer of protection. With geo-fencing, an alert to management can be set-up when an unplanned stop occurs, helping notify dealership personnel sooner if a test drive is not proceeding as planned.

These are just a few, simple but effective ideas to help amp up the safety of your test drives. While none of us want to see anyone in the industry harmed, it would be a shame to let one of the most critical steps in the car buying process go to the wayside out of fear.

Clint Burns is CEO and Founder of The Next Up and can be reached at Cburns@Thenextup.com.