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.