Understand the structure, performance and cost performance analysis tools of automobiles, and understand the market background, overall market situation and market dynamics.
Understand marketing, master and properly use the essence of marketing, understand sales, master sales process, sales speech and sales skills.
Understand the service, master the sales process, service and after-sales service methods, and understand the customer's mentality, consumption psychology and decision-making methods.
To do a good job in car sales, we also need "three haves", namely:
One is to follow the sales rules and push forward the work in a planned way, and the other is to follow the customer's psychology and adopt offensive tactics.
Third, persevere, follow the law of success, and constantly improve the work and promotion.
Income analysis of automobile sales consultants: automobile sales consultants have a good image, high income and great development potential, which has attracted wide attention. Some people think that a sales consultant has a basic salary of only a few hundred yuan a month, and a commission of only one or two hundred yuan for selling a car. They think that there is no "money way" in the sales consulting industry; Some people think that selling cars doesn't need any professional knowledge and skills at all. You can sell a car if you are good-looking and can talk. -This concept is an extreme misunderstanding of car sales! First of all, regarding the income from car sales, we can't stay at the level of how much basic salary we get a month and how much commission we get from selling a car. If you sell cars with this concept, it is not easy to enter the "high salary" class. Automobile consumption is a kind of joint lifelong consumption. It is impossible for a customer to buy a car just by buying a naked car (not allowed by law). When buying a car, the buyer should be involved in finance, insurance, decoration, fine products, accessories, maintenance and other fields, and there will be other needs in the process of using the car. Businesses in these areas can get commissions separately in 4S stores, provided that sales consultants not only sell cars, but also master related fields. If the commission of naked car sales is only 100 yuan/set, plus other sales commissions, the total commission of selling a car is not a problem above 500 yuan. Many sales consultants who earn more than 10,000 yuan a month can not sell more than 100 vehicles in a month, but do their jobs well, and the sales volume in a month is about 15 vehicles. In addition, engaging in automobile sales requires not only professional knowledge, but also high comprehensive quality. Generally speaking, when recruiting car salesmen in 4S stores, applicants are required to have work experience or professional background. Because it is very simple, automobile sales consultants sell automobiles and automobile-related products and services, and automobile products and services have strong professionalism (automobiles are expensive and durable consumer goods, how can they be sold without professionalism? ), the process, methods and skills of automobile sales are essentially different from those of traditional industries. Without professional training, 4S shops certainly dare not let newcomers take up their posts. It is in such an industry that training is needed, but 95% of 4S stores are unable to organize systematic training by themselves. The cost of hiring a professional training institution for training is as high as 15000 yuan/day, and the cost of training for one week is as high as 65438+ ten thousand yuan! Such a high training cost makes most auto companies reluctant to invest in training. Once the staff is lost, the training input is given to others. Therefore, the vast majority of personnel entered the 4S shop, and had to give up voluntarily because they did not receive professional training, and many internal personnel were unwilling to teach (because bringing new people might threaten their own interests), and there was no performance within three months. The above reasons lead to the high turnover rate of automobile sales personnel, and also have some negative effects on the automobile sales industry: such misconceptions as "everyone can sell cars", "automobile sales don't need training", "selling cars doesn't make money" and "dry car sales have no future" are widely circulated. The above statement is not wrong from the qualitative level, but it cannot be understood from the quantitative level. This is also the essential reason why some people can do well, some people are eliminated, some people earn more than 10,000 yuan a month, and some people can't live.