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Not riding along on the demo is without a doubt the most damaging part of the sales process. If you read my article titled “Trade In, The Secret to the Sale” and you are following those guidelines I give you props!! If you have not read it I would suggest that you read it and make it a part of your process for it tends to help with this step of the process the demo ride and drive.
If I am a sales consultant and I have reviewed the client’s trade first and found out what they like, dislike and what their motives are. I can now grab the keys and start demoing. When I say demoing I don’t mean just drive around the block for 5 minutes and tell them to pull up where we park the sold vehicles. I want the sales consultant to deliver the vehicle first. That’s right deliver the vehicle first. Set the memory seats, set their favorite radio stations and make sure that they understand how to adjust the mirrors and seats. Deliver the vehicle first before the demo ride. You can spend the time doing this because you have identified their some if not all of their motives by examining the trade. Now ask them where they would like to go and if there is anyone who they would like to show the vehicle to. If they do not know where they would like to go just tell them that they are in control and you are just along for the ride. I would suggest the demo to be at least 15 minutes or more. Think about this…How many times have you gotten into someone else’s car and how long did it take you to feel comfortable while driving it? I bet it took over 10 minutes to become comfortable. After the demo ride and reviewing the trade early in the process you will have a much better understanding of what your clients wants, needs and desires are. Do you see where I am going with this? The sales consultant must ride all the time, they must ride along and the demo must last longer than 10 minutes. DO NOT SIDE STEP AROUND RIDING WITH THE CLIENT DURING THE DEMO. Also, they must deliver the vehicle before the demo ride to identify any possible aversion with the vehicle.
As stated previously without a solid and accountable foundation in your sales process you are only hurting yourselves in the long run. Make sure that your staff is well trained and capable of setting themselves and your dealership apart from your competition. Reviewing the trade first and taking the time to make you’re your clients comfortable in the demo is a great way to start.