Small Company Doing Big Things for Auto Dealers

Gear Shift

One of the great things about the internet invading the dealership business is the innovative new ways it helps sell cars. Certainly the availability of information on every vehicle on your lot has complicated the business, but sometimes for the better.

One example is the simple idea that customers visiting your website should be able to make an appointment to test drive the car they like, without any effort on the part of the dealer. This is a good thing, because every day there are thousands of leads in your market, and it is pretty tough to engage with them all.

Test Drive Generator, a company based in Mukilteo, Washington, has perfected software that allows any dealer, on any type of automotive website platform, to install Test Drive Generator and start allowing customers to schedule their own test drives without any human intervention. Customers just click the button next to the car they like and schedule the test drive on their own. Why is this a good thing? Think about it…if the customer is scheduling his or her own test drive, and Test Drive Generator appointments tend to show up 90 to 95 percent of the time, why, oh why, would you want a salesperson to stick their nose in and screw that up? Once the customer has scheduled their test drive, the folks at Test Drive Generator say, “Leave them alone!”

Nothing good will come of an email or phone call from a salesperson. At best, the customer will still show up. At worst, something the salesperson says or writes will give the customer second thoughts about coming. Now, you may say that your salespeople are tremendous, but why mess with a good thing? They are coming for the test drive, leave them alone and let them arrive. Have you ever seen a salesperson talk a person out of a sale by talking too much? It’s not a pretty sight.

Test Drive Generator takes care of scheduling the test drive appointment; it sends email confirmations and reminders and texts reminders. With the Test Drive Generator system, they have a 90 to 95 percent show ratio, and 60 to 70 percent sold ratio. Perhaps the best thing about Test Drive Generator is the price: $250 per month for a dealership, billed month-to-month, with no long-term contract and no set up fees.

Seems like a pretty good deal to me whether you get ten test drives per month or 100. If you want to hear more, you can call Test Drive Generator at 877-696-0415, email them at, or visit their website to book a demo at

Michael Bowen


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