June 3, 2021
CSE Quick Tips
CSE Quick Tip #6

TO: Sales Consultants & Sales Managers
SUBJECT: CSE Quick Tip #6 – A Longer Demo Drive Can Improve Close Rates
DATE: June 2021

Studies show that the longer the demo drive, the more effective the drive was at winning a sale. The idea is to make sure you have ample time for a customer-focused experience. By ensuring the route is long enough, your prospective customer can get comfortable with the features that are most important to him/her. Plus, this gives you the opportunity to showcase all that the vehicle has to offer.

The demo drive is a great way for your customer to experience the Kia product and truly feel what it would be like to own a Kia vehicle.

Below are some tips for ensuring a seamless and effective demo drive with your customer. You can properly highlight the dynamic strengths and vehicle features that will excite your customer by simply selecting a demo drive route with a variety of road surfaces and driving environments.

Depending on the Kia vehicle and the customer’s needs, your demo drive may include:

  • Freeway on-ramp – Demonstrate the quick and responsive acceleration
  • Freeway/Highway cruising – Demonstrate the Advanced Smart Cruise Control (ASCC)
  • Passing – Demonstrate the engine response/acceleration, pointing out the low noise
  • Long, curvy roads – Demonstrate the ideal steering feel and seat bolster support
  • Freeway off-ramp – Demonstrate the brake pedal feel and firm steering response
  • Parking – Demonstrate the steering assist, clear sight lines, and advanced technologies such as Rear View Monitor w/ Parking Guidance (RVM w/ PG) and Rear Cross-Traffic Collision Warning (RCCW) if equipped
  • If they are test driving the vehicle by themselves, inform your customers before they leave for the test drive that some features may only be active at minimum speeds, such as Smart Cruise Control (SCC) and Lane Keeping Assist (LKA), as you won’t be in the vehicle with them

Taking full advantage of the time you spend with your customer during the demo drive will increase the customer’s desire for the vehicle and improve close rates and sales.

During this time, please continue to practice social distancing and recommendations from the CDC, such as wearing face coverings and ensuring adequate ventilation during a demo drive. Let the customer know the vehicle has been thoroughly sanitized to show you have their health and safety in mind.

Sincerely,

Sales and Field Operations Team
Kia America, Inc.