Are Dealers Their Own Worst Enemy?

Sunday, 16. May 2010

There is something I feel guilty about as a broker and that is test drives. Customers need to test drive a car before they take them from me but we are unable, as we used to do years ago, to arrange for a car to be sent to the client from the manufacturer for him to test drive. So the client has to visit a dealer knowing that the car won’t be supplied by him, as we have volume arrangements with specific dealers or the leasing company supplies the car via their own tame dealer. So it’s a bit unfair on the salesman but unfortunately we have no alternative to offer. However, I felt a little better when I read a report showing how poor dealers are at following up online requests to test drive cars from people that actually want to buy cars from them. 63% didn’t follow up within 4 days and 45% were still not contacted within 14 days. And I know from some of the talks that I’ve given and responses from attendees that the follow ups after a test drive are abysmal. Ahhh I can finally sleep at night! By Graham Hill