Seven Steps to a Sale. Step Four: Test-Drive
—Salesman’s Goal: Create “Ether.”
The test-drive is the fourth step in the sale process. The salesperson will almost always inform the customer that the dealership’s insurance policy will require a dealer’s employee to drive the vehicle “off the lot.” In reality, salesmen say this so they can maintain control and then drive to a location that will enable the customer to have a longer, more effective test-drive. If the customer begins the test-drive from the dealership, he will usually only drive a short distance because he doesn’t want to feel obligated to the salesperson. Salesmen know they can increase the odds of a sale if the customer takes a long test-drive.
Also, salesmen are instructed to be aware of the customer’s “hot button.” This is something in which the customer has expressed interest during the “Walk-Around,” like performance, safety, and comfort. Salespeople will generally insure that the test-drive will highlight the customer’s “hot-button.” For instance, if the customer has concerns about safety, the salesman will make sure to have the customer perform a “brake-test.” Or, if the customer is interested in performance, the test-drive will include curvy roads and a freeway. The vehicle should create the “ether.” However, without a properly crafted test-drive route, the customer may not really experience the car and then have a desire to buy. Once the customer arrives back at the dealership, the salesman must now attempt to get him to commit to buying that day. To do this, the salesman performs the fifth step: the “Write-Up.”