(Please do not translate this sentence: Overview, Content)
Overview
| DS4-1 |
(Please do not translate this sentence: Overview, form)
[Q] How many times have you conducted and led a test ride?
Never
More than 5 times?
More than 20?
Too many to remember?
(Please do not translate this sentence: Overview, Content)
Motorbike riders want to get on the bike and experience the vehicle. They want to push the buttons and feel the upholstery. By driving on a road or designated area and making right and left turns, by listening to the engine roar then settle to a hush, potential customers begin to enjoy the sales process.
It’s crucial, then, that bike dealers get their test ride experience just right. Those that do, will sell more products in the showroom and make happy customers, who will be more likely to return the next time they’re in the market for a new vehicle.
In this module you’ll learn:
- How to follow the appointment process
- How to prepare the bike and yourself
- The safety protocols for you and the customer
- The elements that make a test ride a ‘Wow’ experience
- The right language and scripts
- The transition from the test ride to the close
(Please do not translate this sentence: The Science Behind…., Content)
The Science Behind….
The science behind why test rides help sell more product
| DS4-2 |
The Frameworks team has worked at motor shows all over the world. One of the behavioral observations we noticed is that most people who are just looking rarely ever touch the products, but the opposite is true when it comes to customers that buy – they always touch the product.
The other factor is personality. Some people have more of a need to touch things than others. These touchy-feely types usually pick up products, read their labels, and weigh them in their hands, while they shop. Those of us who feel the need to touch everything are more influenced by how a product feels.
A Procter & Gamble (P&G) study found that customers who were able to feel merchandise were even willing to pay more than those who hadn’t. This phenomenon is called: “The Endowment Effect”. Basically, we make an emotional connection with what we touch. In the end, the final decision when it comes to buying a motorcycle – is emotional. You really need to become aware that touching – getting a potential customer to sit on and ride a bike – significantly increases your chances of closing the deal.
(Please do not translate this sentence: The Science Behind…., Form)
[Q] Have you ever bought shoes without trying them on first?
[Q] Have you ever purchased a phone without touching the model beforehand?
[Q] Have you ever purchased a vehicle without driving or riding it beforehand?
yes/no
| DS4-3 |
(Please do not translate this sentence: The Process and Protocols., Content)
The Process and Protocols
The test ride process and protocols require extra special attention. The process and protocols must be followed to the letter, as the safety of yourself, the customer, and other drivers on the road is at stake. The behaviors you need to demonstrate are responsibility and professionalism. You do so by taking the rules seriously at all times.
The next section deals with important life or death procedures. It’s important that you are focused and won’t be easily interrupted.
(Please do not translate this sentence: The Process and Protocols., form)
[Q] Are you ready to proceed? y/n
(Please do not translate this sentence: The Appointment Process, Content)
The Appointment Process
Making an appointment needs to be as stress-free as possible for any potential customer.
We have entered the digital information era which will actually help us to streamline the process and dramatically reduce mistakes, such as forgetting or missing appointments.
Ducati has recently released a tool for salespeople and management called Customer 360°. The tool has not yet been shared with all markets, due to a variety of reasons (including language), but it will be in time.
Those of you in the markets that have already had access to the tool will receive training on how to use the tool in the near future. It’s simple and easy to use and will make your jobs easier.
For those of you who don’t have access yet, don’t worry – these modules are designed both for those who have access and those who don’t.
It’s important to first record all appointment requests properly, share the information promptly, and you must make sure the information is available to all concerned parties.
This means recording the appointment in an electronic calendar that can be viewed by all within the dealership. The reasons for doing so are many:
- To avoid forgetting or missing an appointment
- To ensure the bike is available
- If the salesperson is unavailable for any reason – the customer can be contacted or another person can conduct the test ride (exceptional cases)
- To avoid double-booking
Once you’ve received a booking, confirm that you have the necessary information from the customer, such as their contact details, and save it. At the same time, you have to make sure the customer is also provided with all the necessary information and requirements from your end. It’s really annoying, and a waste of time, when a potential customer arrives for a test ride without his or her license because you forgot to inform them that it is a requirement.
If the test ride request is the next part of the customer journey that began with a great first impression, followed by a detailed needs assessment, then you should be well aware of the customer’s wants, desires, and any special requirements.
If the request has come in via your website or from an event – you need to make sure to identify the needs of the customer before taking the test ride. Many motorcycle purchases are impulsive, and customers’ minds need help justifying what the heart wants. Recognize your customers’ motivations and make your vehicle relevant to them.
(Please do not translate this sentence: Know your vehicle, Content)
Know your vehicle
(Please do not translate this sentence: Know your vehicle, Form)
[Q] How would you rate your current product knowledge level?
- I’m a beginner and have a lot to learn
- I know the basics
- I have a good understanding of our top selling products only
- I’m pretty good I think
- Product knowledge is my thing – I’m a genius
(Please do not translate this sentence: Know your vehicle, Content)
If a customer knows more about your motorcycle than you do, he or she is at a big advantage. Even worse, your customer will start to doubt your credibility on the maintenance of the vehicle. Before conducting the test ride with the potential customer, familiarize yourself with the features, advantages, and benefits of the bike.
By being able to communicate the attributes of the vehicle, along with sharing a first-hand experience with the customer, a salesperson can clearly explain the benefits of his/her vehicle and make them easy to understand.
| DS4-4 |
(Please do not translate this sentence: The exercise, Content)
The exercise
The focus of this module is obviously on safety. Salespeople are responsible for making sure the test rider follows the process and the rules of the road. Part of this process involves assessing the test rider’s skill level, and taking it into account when determining how best to approach the test ride.
However, what about your experience and skill level? Overconfidence can lead to mistakes and, over time, riders can develop bad habits. It’s always worth brushing up on your knowledge of the rules of the road.
The following exercise is designed to help you shake off bad habits. If you love riding, it’s also a bit of fun to test yourself.
The quiz is adapted from the UK Motorcycle Theory Test and some of the questions may not apply in your market.
1. What’s the most important reason why you should keep your motorcycle regularly maintained?
A So the motorcycle can carry a passenger
B So the motorcycle can carry panniers
C To accelerate faster than other traffic
D To keep the machine roadworthy
(Note to Wei/Christine: Please don’t translate the word ‘Correct Answer’ and ‘Explanation’ for all the answer, just copy in English)
Correct Answer: D To keep the machine roadworthy
Explanation: Whenever you use any motorcycle on the road, it must be in a roadworthy condition. Regular maintenance should identify any faults at an early stage and help prevent more serious problems.
3. You’re the motorcyclist approaching this junction. What should you do?
A Dip your headlights and keep near the left-hand kerb
B Slow down and be ready to stop
C Speed up to clear the junction without delay
D Stop, as the car has right of way
Correct Answer: B Slow down and be ready to stop
Explanation: Look out for road signs warning of side roads, even if you aren’t turning off. A driver who’s emerging may not be able to see you due to parked cars or heavy traffic. Slow down and be prepared to stop if necessary. Remember, no-one has priority at an unmarked crossroads.
4. Your motorcycle is parked on a two-way road. How should you get on the machine?
A From the left and apply the front brake
B From the left and leave the brakes alone
C From the right and apply the rear brake
D From the right and leave the brakes alone
Correct Answer: A From the left and apply the front brake
Explanation: When you get onto a motorcycle, you should get on from the left side to avoid putting yourself in danger from passing traffic. You should also apply the front brake to prevent the motorcycle from rolling either forwards or backwards.
5. You’re riding in town at night. The roads are wet after rain. How will the reflections from wet surfaces affect you?
A They’ll make it easier to see unlit objects
B They’ll make it easier to stop
C They’ll make it harder to accelerate
D They’ll make it harder to see unlit objects
Correct Answer: D They’ll make it harder to see unlit objects
Explanation: After rain, the reflections from wet surfaces will make it hard to see unlit objects. Make sure that your visor or goggles are clean, so your vision is as clear as possible. Pedestrians will be difficult to see, especially if they’re wearing dark clothing.
6. You become cold when riding your motorcycle. How will this affect you?
A You’ll be more alert
B You’ll be more relaxed
C You’ll lose concentration
D You’ll react more quickly
Correct Answer: C You’ll lose concentration
Explanation: It can be difficult to keep warm when riding a motorcycle. It’s well worth buying good-quality motorcycle clothing, which will help to keep you warm and is essential for your safety. If you become very cold while riding, you’ll find it difficult to concentrate on the road.
7. You’re riding at night and are dazzled by the lights of an approaching vehicle. What should you do?
A Flash your headlights
B Slow down and stop if necessary
C Switch off your headlights
D Switch to main beam
Correct Answer: B Slow down and stop if necessary
Explanation: If your view of the road ahead is restricted because you’re being dazzled by approaching headlights, slow down and, if you need to, pull over and stop.
8. Your motorcycle doesn’t have linked brakes. In an emergency, what should you do to stop quickly?
A Apply the front brake just before the rear brake
B Apply the front brake only
C Apply the rear brake just before the front brake
D Apply the rear brake only
Correct Answer: A Apply the front brake just before the rear brake
Explanation: You should plan ahead to avoid the need to stop suddenly, but if an emergency arises, you must be able to stop safely. Applying the front brake just before the rear brake will help you to stop safely and quickly.
10. Which road surface is most likely to reduce the stability of your motorcycle?
A Concrete
B Loose gravel
C Shellgrip
D Tarmac
Correct Answer: B Loose gravel
Explanation: Some road surfaces can affect the stability of a motorcycle far more than they affect other vehicles. Look out for loose or slippery road surfaces and be aware of any traffic around you. You may need to take avoiding action and change direction quickly.
11. When may you stop on the hard shoulder of a motorway?
A If you feel tired and need to rest
B If you’ve gone past your exit
C Only in an emergency
D To answer your mobile phone
Correct Answer: C Only in an emergency
Explanation: You mustn’t stop on the hard shoulder, except in an emergency. Never use the hard shoulder to have a rest or a picnic, answer a mobile phone or check a road map. Also, you mustn’t travel back along the hard shoulder if you’ve gone past your exit.
12. Where should you take particular care to look out for other motorcyclists and cyclists?
A At junctions
B At zebra crossings
C On dual carriageways
D On one-way streets
Correct Answer: A At junctions
Explanation: Other motorcyclists and cyclists may be difficult to see on the road, particularly at junctions. If your view is blocked by other traffic, you may not be able to see them approaching.
14. You’ve adjusted your drive chain. If this isn’t done properly, what problem could it cause?
A Excessive fuel consumption
B Inaccurate speedometer reading
C Incorrect rear wheel alignment
D Loss of braking power
Correct Answer: C Incorrect rear wheel alignment
Explanation: After carrying out drive-chain adjustment, you should always check the rear wheel alignment. Many motorcycles have alignment guides stamped onto the frame to help you do this correctly.
15. You need to put air into your tyres. How would you find out the correct pressure to use?
A By checking the registration document
B By checking the vehicle handbook
C It will be shown on the tyre wall
D It will be stamped on the wheel
Correct Answer: B By checking the vehicle handbook
Explanation: Tyre pressures should be checked regularly. Look in your vehicle handbook for the correct pressures to use.
16. You’re carrying a pillion passenger. What should you adjust to allow for the extra weight?
A The balance of the rear wheel
B The front and rear wheel alignment
C The preload on the front forks
D The preload on the rear shock absorber(s)
Correct Answer: D The preload on the rear shock absorber(s)
Explanation: When carrying a passenger or other extra weight, you may need to make adjustments, particularly to the rear shock absorber(s), tyre pressures and headlight alignment. Check your vehicle handbook for details.
18. What safeguard could you take against fire risk to your motorcycle?
A Avoid riding with a full tank of petrol
B Check out any strong smell of petrol
C Keep water levels above maximum
D Use unleaded petrol
Correct Answer: B Check out any strong smell of petrol
Explanation: The fuel in your motorcycle can be a dangerous fire hazard. Don’t use a naked flame if you can smell fuel, and don’t smoke when refuelling.
20. What would make you more visible in daylight?
A Switching off your headlights
B Wearing a black helmet
C Wearing a brightly coloured helmet
D Wearing a dark jacket
Correct Answer: C Wearing a brightly coloured helmet
Explanation: Wearing bright or fluorescent clothes will help other road users to see you. Wearing a light or brightly coloured helmet can also make you more visible.
21. What should you check after you’ve adjusted the tension on your drive chain?
A Rear wheel alignment
B Sidelights
C Tyre pressures
D Valve clearances
Correct Answer: A Rear wheel alignment
Explanation: Drive chains wear and need frequent adjustment and lubrication. If the drive chain is worn or slack, it can jump off the sprocket and lock the rear wheel. When you’ve adjusted the chain tension, you need to check the rear wheel alignment. Marks by the chain adjusters may be provided to make this easier.
30. What does this sign mean?
A Adverse camber
B Airport
C Road noise
D Side winds
Correct Answer: D Side winds
Explanation: A warning sign with a picture of a windsock indicates that there may be strong side winds. This sign is often found on exposed roads.
34. What should you do when you meet an obstruction on your side of the road?
A Accelerate to get past first
B Carry on, as you have priority
C Give way to oncoming traffic
D Wave oncoming vehicles through
Correct Answer: C Give way to oncoming traffic
Explanation: Take care if you have to pass a parked vehicle on your side of the road. Give way to oncoming traffic if there isn’t enough room for you both to continue safely.
35. You’ve just gone through deep water. What should you do to make sure your brakes are working properly?
A Accelerate and keep to a high speed for a short time
B Avoid using the brakes at all for a few miles
C Go slowly while gently applying the brakes
D Stop for at least an hour to allow them time to dry
Correct Answer:C Go slowly while gently applying the brakes
Explanation: Water on the brakes will act as a lubricant, causing them to work less efficiently. Using the brakes lightly as you go along will quickly dry them out.
50. There’s been a collision. A motorcyclist is lying injured and unconscious. Unless it’s essential, why should you not usually attempt to remove their helmet?
A They might not want you to
B They’ll get too cold if you do this
C This could result in more serious injury
D You could scratch the helmet
Correct Answer: C This could result in more serious injury
Explanation: When someone is injured, any movement that isn’t absolutely necessary should be avoided, since it could make the injuries worse. Unless it’s essential to remove a motorcyclist’s helmet, it’s generally safer to leave it in place.
(Please do not translate this sentence: Be prepared, Content)
Be prepared
Make sure you understand the necessary procedures. Have all the paperwork, the vehicle, and your attitude ready. Following the correct process with regard to conducting a test ride is mandatory. That means there are no exceptions for anyone. The reason is safety for all. The process is designed to protect the test rider and you. It’s possible you could face severe consequences if there is an accident and you didn’t follow the rules. There can be no shortcuts. Don’t be tempted or bullied to break the process. If you are prepared, have followed the correct process, and you are being pushed or bullied by a customer – do the right thing and explain it’s for the safety of all – if this is the case, your management will support you.
If a potential customer arrives for a test ride and you are running around searching for paperwork or looking for a helmet or whatever, you look unprofessional and it’s not going to make you look good. Be prepared in advance.
Inform
Always inform customers to prepare their driving license and to wear a proper outfit. Explain to the customer that safety is the number one priority of your brand – for both rider and salesperson. They can bring their own helmet or the dealership will provide one if needed. Weather in some markets can be severe and dangerous. Do not conduct a test ride during a torrential downpour or during poor visibility. Alert the customer beforehand, and if necessary, reschedule.
Check the Vehicle
Before the test rider arrives for their appointment;
- Inspect the body work,
- Check to make sure lights, indicators are working
- Check the bike starts and the tank has enough fuel
- Test the steering and the brakes
- Also check the suspension
- Listen to the engine and monitor the noise levels
(Please do not translate this sentence: Be prepared, form)
[Q] Please add any topics or points you feel should be covered?
(Please do not translate this sentence: Be prepared, Content)
The Test Rider Briefing
So, your customer is ready and excited to begin the test ride. Before handing over the keys, it’s important to conduct a vehicle safety and feature presentation. This provides you with the opportunity to use and practice your newly learned presentation skills. Take the customer around the bike pointing out its design features.
Make sure you show them how to use the indicators, the brakes, and make them fully aware of the awesome power of the product and that caution is required. The power and acceleration of the vehicle is only dangerous when the vehicle is not driven properly. In fact, the power and awesome speed the vehicle may possess is actually a safety feature when used correctly as it allows an experienced rider to avoid certain situations.
(Please do not translate this sentence: Have fun, Content)
Have fun
| DS4-5 |
Before handing over the bike to customers, ensure the following process takes place:
- Ensure the customer is 18 years old or older, and has a driving license. Period. It’s not enough to just accept the licence. Check the licence details. It’s not enough to just take it and hand it back.
- Ensure the customer is wearing a proper outfit, i.e. jacket, long pants, and shoes. Never allow customers to wear sandals under any circumstances. They should also have gloves and a helmet (make available where possible).
- Ask the customer to fill in the official registration form from the dealership and inform them of the route to take. You should have a printed map and it should be laminated and branded. It’s also worth considering having the map on a wall in a prominent position.
- Make a copy of the customer’s driving license and don’t return the original until he or she has finished the test ride.
As a salesperson, demonstrate the bike’s features and capabilities. Every time you finish explaining a feature, ensure that you look at the customer and ask them if they understand. You need to look and read the situation. If the customer says “yes, I understand”, but they look confused or unsure – repeat your message just to make sure.
| DS4-6 |
Ensure that the customer understands all the features and how to operate the bike. Do not skip this vital part. The customer will be anxious to get on with it. It’s worth pointing out the timings to the potential customer. Explain the process beforehand and tell them preparation and legal formalities will take about 15 to 20 minutes before they can actually get out on the road. This will help reduce the pressure from the potential rider to get on with it too quickly.
- Follow the appointment process (process within the process).
- Fill in test ride forms and check that all requirements have been filled in correctly.
- Take the test riders license at reception, make a copy, and return the original only after the test ride is complete.
- Check the license properly and ensure the rider is over 18.
- Lead test rider must have his or her license with them.
- Make sure the bike is available in advance.
- Salesperson must review the features of the model.
- Inspect the bike and only ride if fully fuelled and operational.
- The bike must be clean.
- The bike must be disinfected and you must inform the customer of this.
- Covid-19 protocols apply – wear a mask and have sanitizer available and spare PPE.
- Record and report any defects, mechanical or bodywork damage, before and after test drive. Test rider must acknowledge and sign.
- Wear a helmet and have a helmet available for customers. Check the helmet and adjust it for the customer (new riders) to wear at all times.
- No sandals under any circumstances – shoes or boots only.
- Brief test rider on features, what to expect, and safety before the test ride.
- Ensure that the customer understands all the features and how to operate the bike.
- Learn about the customer’s riding skill level and adjust advice accordingly.
- No pillion rider allowed.
- Explain and show route and highlight any issues, such as road work.
- Lead rider must wear the right gear including a green safety rider vest.
- When possible, avoid schools and play areas.
- Provide a printed, laminated, branded map.
- Maintain correct manageable speed.
- Be aware of the weather – wait or postpone if the weather is severe.
- Ride defensively at all times.
- Focus on safety – follow the rules of the road at all times.
Printable version here.
If your showroom has a sales room, we recommend enlarging the printout and placing it on the back of the door or wall – somewhere clearly visible to help keep the process front of mind.
(Please do not translate this sentence: The Test Ride route, Content)
The Test Ride route
The term “Test Ride” has come to mean so much more than the name implies. Today’s ride events are dynamic, experiential programs that fully immerse customers in the world of bikes – and make them feel the rush that comes with ownership.
Driving a Ferrari around a school parking lot just isn’t going to give you the same rush as speeding down the open road. The same can be said for bikes. If you’re not using it as it was designed to be used, you’re not really test riding it, are you?
Make sure test routes are tailored to how the bike will be used by customers.
Take time to find out about the customer’s typical usage and factor that into a test route. When you’re expecting a customer to commit a significant amount of money to a purchase, it’s not good enough to offer a 5-minute test ride around the block.
Offer customers a good mix of roads on a route, plan to include town and country driving where possible. If the customer does a lot of motorway driving then this, or a dual carriageway, should be included as well.
(Please do not translate this sentence: The Test Ride route, Form)
[Q] What is the ideal length of time for a showroom test ride?
5 minutes or less
15 – 20 minutes
30 – 60 minutes
More than 3 hours is optimum
(Please do not translate this sentence: The Test Ride route, Answer)
The ideal time is 20 minutes or so. This gives enough time for the engine to warm up and provides enough time to showcase the vehicle’s capabilities. There is a saying – less is more. It’s certainly the case when it comes to test rides. If the customer is complaining that 20 minutes is not enough – that’s good as it means they want more time and that helps build desire.
| DS4-7 |
(Please do not translate this sentence: The Ride , Content)
The Ride
As the lead rider, you should know the route well. Familiarize yourself beforehand. Your job is to make sure the potential buyer is as safe as possible and has received the correct briefing.
Do not use the occasion to show off, and be sure to follow the rules of the road at all times. If the test rider stops for any reason – you must stop too. Avoid making U-turns if you need to go back and help. Park your bike, remove the keys, and walk back to help the rider.
During the course of the test ride, you need to keep the rider within sight by using your rear-view mirrors to make sure you are aware and can help if needed.
(Please do not translate this sentence: Post Test Ride, Content)
Post Test Ride
| DS4-8 |
The call to action
This is the perfect time to ask for a commitment.
Below are the post-test ride top 5 commitment questions. They are also known as transition questions as they form the bridge before the closing process. Learn them and use them.
Some salespeople don’t like to come across as too pushy, while other salespeople can be very aggressive. Try to strike a happy medium with good questions. It’s vital to ask at least one of the questions below as soon as possible after the test ride.
Q. Ready to move forward?
Everyone likes the idea of progress. If the potential customer associates the purchase with forward momentum, they’ll be more likely to commit.
It’s a simple question, easy to remember, and it will usually force an answer, or it forces the potential customer to list their objection(s). Then deal with the objection – at least now you know!
Q. So, what happens next?
Another short, but powerful question to ask after the test ride. It puts the potential customer on the spot. Many will answer, “You tell me”, and this gives you a chance to say, “Next, let’s sit down and work something out that works for you – okay?”.
Q. It seems like [the model] is perfect for you. What do you think?
This question automatically makes your prospect think of all the reasons they’re interested in buying. Because you end by asking for their opinion, it sounds genuine rather than self-serving. And once they say something like, “Yeah, I love it”, you’ve got the go-ahead to start negotiating the deal.
| DS4-9 |
(Please do not translate this sentence: Closing, Content)
Closing
| DS4-10 |
[Q] Tick the statement below that best describes your understanding for following the correct process and protocols.
- They aren’t that important – they are just guidelines
- They help the salesperson take control of the test ride journey
- The process and protocols are vital to follow for everyone’s safety and help the close the deal
- The process and protocols are essential for providing the best customer experience
- They are designed to make the salesperson come across as professional and responsible
(Please do not translate this sentence: Do’s & Don’ts, Content)
Do’s & Don’ts
(Please do not translate this sentence: Do’s , Content)
Do learn and follow the process and protocols
Do switch off your phone and provide 100% focus
Do act enthusiastic at all times – enthusiasm is infectious
Do ask at least one of the three transitional questions
(Please do not translate this sentence: Don’ts, Content)
Don’t ever take shortcuts in the process
Don’t ever wear sandals or allow the test rider to wear them either
Don’t conduct a test ride in severe weather conditions
Don’t ever answer a question with BS or a guess – find the answer!
(Please do not translate this sentence: Evaluation, Content)
Evaluation
