The Cost of Test Driving Motorcycles at Dealerships: An Insider’s Perspective

Decades ago, when I was selling motorcycles in a desert region with a plethora of dirt bikes, the concept of a test drive was seldom discussed. Our buyers, for the most part, had extensive riding experience and knew exactly what they desired. However, one customer's encounter with a new Yamaha XT650 stood out from the rest.

As an experienced rider, this man approached us with confidence. We provided him with a helmet, and he proceeded to fire up the bike. In a matter of moments, he was smacking into a utility pole across the alley. It was clear that his experience had not prepared him for the modern, perhaps more capable, machines available on the market.

Emotional Impact and Lessons Learned

The man's embarrassment was profound. However, he exhibited unexpected faith in us. He asked if he could have the same bike and promised to cover all the repairs. Sensing an opportunity, we offered significant discounts on parts and labor. This arrangement turned out to be a positive outcome for both parties. He went on to become a valued customer, later returning to purchase dirt bikes for his boys.

This event left a lasting impression on me, teaching us valuable lessons about the emotional impact of test drives and the importance of understanding our customers' needs and expectations.

Empowering Riders with Knowledge

A well-meaning approach to test drives is essential for building trust and guiding potential buyers towards making informed decisions. Dealerships must equip riders with the necessary knowledge before they even step onto their test motorcycles. This can be achieved through a combination of hands-on experience, workshops, and clear communication.

Preparing Buyers for Modern Motorcycles

Modern motorcycles offer features and capabilities that may be vastly different from the bikes of even a few years ago. Riders need to understand the nuances of riding in different terrains, the handling and performance characteristics of their chosen model, and safety protocols. Dealerships should provide test drives that include a mix of urban, highway, and off-road segments to give customers a comprehensive experience.

Communication and Safety

Effective communication plays a crucial role in successful test drives. Dealers should provide a brief introduction to the bike's features, discuss safety measures, and any specific riding techniques needed for particular models. It's important to emphasize the importance of an unhurried approach, allowing customers time to familiarize themselves with the bike.

Efficient and Economical Test Drives

The cost of test driving motorcycles encompasses more than just the price of parts and labor for potential damage. It also includes the time and effort invested in preparing the bike, the cost of ensuring an optimal customer experience, and the potential sales beyond the immediate transaction. Dealerships should find ways to maximize the efficiency and cost-effectiveness of these test drives.

Reducing Costs Through Planning

One way to reduce costs is through strategic planning. Ensuring that the test bikes are in good condition, having a professional mechanic available to handle any unexpected issues, and providing the right tools and safety equipment can minimize expenses. Additionally, offering promotions or discounts during heavy sales periods can attract more customers, offsetting costs.

Improving Customer Experience

A positive test drive experience can turn a potential customer into a loyal buyer. Creating a comfortable and professional environment, providing clear instructions, and ensuring that the bike is in top condition can go a long way in building trust and fostering positive relationships with customers.

Conclusion

While the cost of test driving motorcycles at dealerships can be significant, the potential benefits make them worth the investment. By understanding the emotional impact on potential customers and providing them with the knowledge and experience they need, dealerships can turn a positive test drive experience into a gateway to a lifelong customer relationship. Understanding and addressing the costs and benefits can lead to more successful sales and stronger customer loyalty.