Get the test drive. It’s just as simple as that.
Many dealerships know that when they get customers in their cars, the dynamic of the buying cycle changes. A “probably not” suddenly becomes a “maybe”, a “definitely not” becomes an “in the future”, et cetera. We all know this. We’ve seen it time and time again in our own dealerships.
If you’re using automotive direct mailers to promote your dealership, you can start securing the test drive before your customers even get into your car. When it comes to securing the test drive, use those messages in a way that will incite customers to come into your dealership.
A strong call to action.
A strong call to action should incite your customers to act in some way. Some good test drive calls to action might include:
- Drive a Lexus today, and you’ll be convinced.
- Get no money down – we’ll sell you with the test drive!
- Test drive a Mercury today and experience the difference.
Your test drive materials should also manage to match the imagery you’re putting out there. If you sell luxury cars, you’re going to need to make sure you have some sales copy to match. You’ll want to incite customers to drive cars because they deserve a luxury car. Saving money isn’t always a good call to action for a BMW promotion, for instance.
What makes your promotions unique? How can you weave a test drive into the special offer that you’re giving away? Tell customers that if they take a test drive, you’ll automatically discount any car they get into. There are so many different ways to start your test drive funnel at the automotive direct mail point. Then do your hard sell when your salespeople get customers into the car for a test drive.