A preemptive strike can settle a client down before going on a demo ride. This is not the stoplight Grand Prix. There is nothing worse than a white-knuckled experience and hoping that you’ll make it back to the dealership in one piece.
Impress upon your client that driving at more than 7/10’s, survivability becomes paramount. Hardcore driving takes the driver’s focus off the attributes of the vehicle and onto survivability. What the driver wants to ascertain is road feel, braking linearity and control, steering feel and precision, acceleration without forfeiting control, anti-squat, and anti-dive geometry. The driver will be better able to discern these attributes at less than super-sonic speeds. The attributes that you demonstrate highlight the Truths of Porsche.
Another benefit of the pre-demo talk is being able to suggest that on any vehicle, cold tires do not stick. You have now given the alpha-driver an excuse to not show off their lack of vehicle control. Remind them that it is not how fast you go, it’s how you go fast. You are insuring a safe return to the dealership.
Adjust the seat for your client with the explanation of ergonomics, vehicle feel and control. (See the article on proper seating) Allow them to cheat a little but encourage them to adapt the new seat positioning. With the seat too far back, the deltoid muscles are over-worked and tire much quicker than the biceps and triceps that are used with the elbows bent.
It behooves you to drive first and point out what they will want to experience. When demonstrating braking, warn them before you do it and take your hands off the steering wheel. The Porsche will still come to a smooth, quick stop maintaining directional stability. This is a result of negative scrub-offset. All vehicles with anti-lock brakes have this, but your competition does not know this and will not demonstrate it.
Never trust your commission to the demonstration or presentation of another salesperson. Discerning clients appreciate professionalism and will respect your thoroughness.
Follow the recommendations of your dealership for the demo ride. If possible, find a spot to move slowly in front of store windows where the clients can see themselves driving by in a new Porsche. Egos will be fed. Be sure to remind your client at the conclusion of the ride that they can reward themselves daily by driving a Porsche.
The prospective client that starts with, “I want to drive a 911,” presents a challenge. Preventing joy rides vs. alienating a potential buyer is a bit dicey. With a prospect making a bold statement, you have the right to be direct with your response.
One approach is to agree followed by, “Then, if I understand you correctly, you’ll be purchasing the 911 after we return. Are you financing or writing a check?” See if any other objections arise. If so, state that the only reasons to not buy a 911 after a demo ride are the client did not fit in the car or the car scared them.
Another approach makes you the doctor. “Prescription without diagnosis is malpractice. Convince me the 911 is the best possible choice for you and we’ll get right to driving.”
“We do not have demonstrators; the car we will drive will be sold to a retail customer. I have no problem driving it with you if you are serious about purchasing one. That does not offend you, does it? I am sure you would not want too many prospects driving your 911.”