Dealers urged to offer better test drives to improve conversion rates

22 May 2018

Dealers need to be offering more test drives geared towards customer usage in order to improve conversion rates.

Dealers urged to offer better test drives to improve conversion rates

Coachworks Consulting, the independent automotive consultancy, is urging sales managers to assess the way test drives are offered following What Car? research showing how the average buyer is planning to test at least two new cars before making their next purchase, with 45% of buyers saying they will test more cars than they did last time they purchased.

“The test drive is an increasingly important part of the sales process and with buyers expected to test more cars than before, it has to be experiential for them,” said Karl Davis, managing director of Coachworks Consulting.

Davis said the best way for dealers to engage with buyers is to make sure test routes are tailored to how the car will be used by them.

“Sales staff should take time to find out about the customer’s typical usage and factor that into a test route. When you’re expecting a customer to commit a significant amount of money to a purchase it’s not good enough to offer a 15 minute test drive around the block.

“Dealers should be offering customers a good mix of roads on a route planned, where possible, to include town and country driving. If the customer does a lot of motorway driving then this, or a dual carriageway, should be included as well.”

Davis said test drives can be under-utilised by sales staff who might view them as tying up too much of their time.

“The best dealers are achieving high conversion rates from test drives because they put some thought into the routes and are prepared to invest the time and effort into doing them properly.

“It’s vital for a customer to be given sufficient time and a decent route to make an informed decision. It’s also an opportunity for sales staff to build a relationship with the customer, develop a better understanding of their specific needs and demonstrate features such as park assist which some customers may not have used before.”

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