What to do When they test-drive, but don’t purchase

So, your customer came in, test drove but did not purchase a vehicle. Why? Well, let’s talk about a good process to follow up with them via telephone. Following up with a previous customer is really important if you want to still try to earn their business.

What you say matters

Once you have the customer on the phone, thank them for their previous visit. It’s important to start the call off on the right foot and provide great customer service.

Mention your reason for calling and give the details about when the customer was in last. For example “The reason I am calling is because you visited the dealership last Friday and I wanted to know if you are still in the market for a 2016 XYZ”.

This gives you a chance to uncover why they didn’t purchase without asking a direct question of “why did you buy from us”. Give them a chance to reply with either a yes, no or reason as to why they chose to not buy at the time of their visit. Typically if they are no longer in the market, they will tell you why right away.

If they are still in the market and their vehicle of interest is currently available, offer them a second chance to come check it out. Say something like “awesome news, the vehicle is still available! I have openings today or tomorrow for you to come in, which works best”. If it’s been sold, ask some Rapport Building questions to see what else is available within their specifications. Stick to choices, for example: cloth or leather. 

Handling objections

These types of follow up calls typically produce objections, more often than an inbound call. Let’s say for example the customer states they chose to go elsewhere because they saw something similar advertised for less. Often the customer does not do their homework and the vehicles are not 100% identical. This gives you an opportunity to invite them back in and show them what makes your vehicle superior.

Perhaps they just felt now isn’t the time to buy. If that is the case, bring up any sales or special promotions that you have going on. This can help the customer understand if they purchase now, they can get a great deal!

Maybe we didn’t offer them enough money for their trade in. Sometimes this happens. Depending on your policies, you could always offer a second appraisal. Perhaps something was overlooked or the appraisal wasn’t explained properly to the customer.  

Another tip I personally love is to build value in your dealership. Tell the customer what makes you the best place to purchase from, without putting your competition down. Do not come out and say “well we are so much better than them”. Instead say something like “did you know that we offer a powertrain warranty on all of our pre-owned vehicles? There is no extra cost, it’s included with the price and we will cover the powertrain for as long as you own the vehicle!”. Truly think about what makes you the best place to purchase from and write out a value statement. 

Recap

Regardless of why the customer didn’t purchase that day, your goal is to figure out the reason and circle back towards an appointment. Work to offer a solution to their problem (if there was one) in hopes of earning their business. Mention the value your dealership offers customers and invite them back for another test drive! Good luck!