Sample forms can be found online, from Reynolds & Reynolds (FADA-TSTDRV(2P) & OADA-0302(2P); www.reysource.com, user: demo, password: testuser). The store’s attorney should review and approve the form to make certain it complies with local and state laws. The release should indemnify the dealership.

• Check to make sure demo rides are covered under your dealership’s “shop keeper” or other insurance coverage.
• Make sure the customer interested in going on a demo ride has a valid motorcycle endorsement on their driver’s license.
• Have potential riders sign a demo ride release form which has been reviewed by your dealership’s attorney.

Double Check

Again, senior management should check with the store’s shop keepers’ insurance agent to make sure they are in compliance with any insurance requirements. The insurance company may require that the customer be motorcycle-endorsed, proceed only on a documented and approved route and require a dealership ride-along person, among other things. Some insurance companies may require the prospect to have an existing motorcycle and motorcycle insurance before they can take a demo ride. Often the insurance agent is a useful resource for protecting the store against risk.

Who Should Ride?

Because of the effort required for a quality demo ride, the salesperson should qualify the prospect as a potential buyer. Demo rides are not joy rides. Has the customer expressed an interest in purchasing at some point in the future? It doesn’t have to be “I’m going to buy today” intensity but it should be strong interest. Has the customer ridden recently? Their first motorcycle ride in 25 years probably shouldn’t be on your V-Rod demo motorcycle. We just want to take a moment to amplify this point. The prospect should demonstrate the ability and knowledge of operating a motorcycle. Of course, you’ll have to give them an overview of the controls, but you want to make sure they have riding ability. Statements like, “so how does this shifting thing work again …” could give you cause for concern. And as we’ve stated before, the demo rider must be licensed.

Where and When

Your dealership location will really impact this component of your test ride strategy. Ideally you’d like a course with little traffic, few lights and some decent curves and a bit of highway. This enables the customer to relax and really experience the motorcycle and all of its capabilities.

General Test Ride Best Practices

The salesperson should ride with the prospect — preferably on a separate motorcycle. Doing this protects the store from the prospect abusing or stealing the motorcycle. More importantly, it allows the salesperson to continue selling the bike during the ride. About halfway along the route, they should pull over. At this resting point, they can look the bikes over, talk about how they feel and sound (two powerful senses in the motorcycling experience). They may even switch motorcycles if the prospect was trying to decide between the two bikes. The demo route should include a variety of riding speeds and road conditions. If possible, it should include only right-hand turns so the riders will not have to cross over oncoming traffic. Riding the route should give a person a good sense of how the motorcycle handles and operates in varying conditions. It can include roads with varying speed limits (25 mph up to freeway speeds), stop lights and stop signs. As mentioned above, there should be a safe place along the route where they can pull over to discuss things. A good demo ride takes between 15 and 30 minutes to complete.

One Down, Five Up: A Sequence for Success:

Most have their own style when it comes to test rides and that’s a good thing. There are some factors that you should do no matter who is doing the test ride. Here is a sequence of events you may find useful:

Before:

• Qualify potential riders (inside and outside of dealership)
• Secure the commitment to ride
• Schedule the ride
• Confirm the ride

During:

• Greet the customer
• Go to your office or other private area
• Review the route and expectations
• Talk about halfway point check-in
• Set up post ride review
• Execute necessary documentation and make copies of driver’s license
• Put NPI in safe place
• Grab gear and head outside
• Have a technician make sure pre-load is set correctly
• Frame motorcycle, i.e. compare to existing or previously owned motorcycles.
• Fire it up (creates excitement and allows bike to get warm)
• Review operating controls
• Review plan for route
• Review plan for halfway point
• Ride route; be observant watch for interesting things to talk about on return
• Stop at halfway point and amplify motorcycles strengths and answer any questions. Take customers’ picture with a digital camera
• Finish route

After:

• Park bikes and head to private spot to complete the test ride evaluation form
• Trial close or soft sell send-off message
• Send customer digital picture via e-mail with personal comment of something that was said or seen on the ride
• Follow up (forever!)

Making The Sale

If you’ve received favorable responses on your evaluation form, then ask for the business, if you don’t get the business then, follow up forever. It pays! One dealership had a yearly demo ride event. They had a customer who came every year and never purchased. Every year for nine years … and guess what happened on the 10th? You guessed it … he bought. Smoothly executed, the demo ride can convert many prospects into owners. It is something many stores do not use to its full potential. It is the best way to help the prospect fall in love with not just the motorcycle, but perhaps the sport of motorcycling. Introducing an increased level of excitement and rapport through the demo ride may overcome potential price and availability objections ultimately convincing the prospect to buy at your store.