Why Test Drives Matter — Regardless of Your Industry

Regardless of whether your offering is a product or a service — and whether you sell B2C or B2B — you should encourage your prospective buyer to take your solution for a test drive.

Now, if you’re selling a tangible item like a motorcycle, a car, a computer or a guitar, that’s a pretty basic proposition: Let your prospect give the product a try, and then answer any questions or amplify any interests.

This gets a little trickier with an intangible, but it can still be done using language to achieve a similar “experience.” For example, describe to your prospect using vivid language how his or her situation will improve with your product or service.

Test drives should be an integral piece of your sales process. A test drive accomplishes three things:

1. It helps your buyer begin to “see” himself owning your offering.

2. It maximizes and amplifies such emotional states as surprise, happiness, excitement and pride.

3. It conveys the perceived value of your solution.

No matter your industry, start thinking in terms of test drives, the impact they can have and the outcome they can achieve.

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