FastLaneNovember2020 - 15

TEST DRIVE TIPS
Second, experiential detail beats specs. If people were robots? The cubicfeet of a car's cabin and cargo area might provide all the info needed
to decide which crossover is best. But people aren't robots and vehicle
usage is often far from logical. So when possible, highlight the little
details often missed by the black and white specs. Make sure to highlight
features like one-touch fold-down seats, key-in-your-pocket access, the
capacity for the family pet carrier, or how easy it is to secure a load of
soccer gear. That's what buyers really want to experience.

Third, always remember the target market. As a lifelong enthusiast,
outstanding driving dynamics are a must-have attribute for my personal
vehicles. And when I'm evaluating something sporty like the 2021 Supra?
I tap into my desire for athleticism and agility. After all, that's what drives
people to purchase two-seater sports cars. But I'm not going to get hung
up on something like numb steering in a full-size SUV with a rear-seat
entertainment system and a cavernous cargo hold. Because the target demo
is thinking about the run to school, not an afternoon on a twisty road.

At the end of the day, a good test drive evaluation
comes down to the Sales Associate knowing not only
the product, but the Customer. Because as much as cars
are about practicality, facts, and figures, it's important
to help buyers see how a specific vehicle will make their
lives easier. And that means being ready with details
you'd never find on a spec sheet.

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FastLaneNovember2020

Table of Contents for the Digital Edition of FastLaneNovember2020