Examples of automobile sales skills: automobile boutique sales speech and process
Automobile boutique sales occupy an important position in the process of automobile sales. With the fierce competition in the automobile market, automobile boutique sales are increasingly becoming a part of enterprise profit. What are the words and processes of automobile boutique sales? I have prepared such an article for you.
1, which is converted into the sales of automobile products in the process of selling automobiles.
How to use words in the process of automobile product marketing integration? Fine cars cannot be sold independently. To put it bluntly, fine cars are auto parts, and independent sales can't be done well, that is, it is very important to combine the sales of fine cars with all sales. For example, when introducing a car with a intelligent key to a customer, the salesman must show the remote controller to the customer and tell the customer that as long as the remote controller is put in the bag, the door will automatically open as soon as a person approaches, so it is sold with the whole car.
2. Install the prototype car to make the customer experience.
Any kind of sales is to sell the products well, so that customers can go to the physical examination constantly. As mentioned earlier, the sales of boutique cars should be integrated with the sales of complete vehicles. How can they be most closely integrated with the whole vehicle? The best way is to install a prototype car, which can let customers experience the actual functions and functions of fine products. Is there a discount? Intelligent key? Start the system with one button? When producing products, 4S stores sell products by installing sample cars for customers to experience, which is also the requirement of boutique manufacturers.
Case demonstration:
Xiong Bing Company once produced folding keys suitable for middle and low-grade cars. If the sales staff of China Jie Jun Store and Peugeot 4S Store are familiar with this product, both of them are equipped with this key. When the salesman introduced the key, he told the customer: This key is integrated with the remote control. If you press this key, it will pop up. ? And tell customers through demonstrations that this is also a way for customers to experience.
3. Design an effective sales process
In order to standardize the sales behavior of boutique salesmen, be busy but not chaotic, achieve higher customer satisfaction, and finally successfully complete the whole sales process, 4S stores should also design an effective standard sales process for automotive boutique. The importance of this point is very clear, and it is actually well designed. 4S shop has a very perfect sales process in vehicle sales. It is not difficult to design the standard sales process of automobile products by referring to the sales process of vehicles and modifying it according to the characteristics of boutique sales.
Case Study: FAW Toyota 4S Shop Boutique Sales Standard Process
① Target setting and management ② Customer reception ③ Commodity description and signing ④ Dispatching and installation ⑤ Vehicle delivery ⑤ After-sales follow-up.
4. Provide professional opinions and suggestions.
1), using? Cutting? What are the principles of establishing a 4S shop? Specialization? location
It is an effective way to sell products by providing professional opinions and suggestions to customers. As mentioned earlier in this book, in the process of automobile boutique marketing in 4S shop, customers generally think that the price of boutique in the shop is relatively high. So, what can 4S shopping malls do to make customers feel that the price is reasonable? First of all, if you want to make customers feel that the products are expensive and valuable, you should introduce the products to customers from a professional perspective, so that customers can truly feel that the products in the store are guaranteed, so that even if they are expensive, they can accept them. This is also a cutting principle, which is to cut the after-sales market and 4S shop with one knife. 4S stores are professional and customers are unprofessional. Professional product quality is guaranteed, and customers can rest assured that this is the ideal state for 4S stores.
2) Create more for customers? Value?
As mentioned earlier, it is a common feeling of consumers that the products in 4S shopping malls are expensive. What's more, they all think that 4S stores sell fine products? Slaughtering people? Therefore, 4S stores try their best to balance this feeling of consumers. In addition to introducing products to customers from a professional perspective to ensure their safety, we can also give customers a sense of value by emphasizing the versatility of products or giving away related industries and services. Do you sell it in 4S shop? Intelligent key? Start the system with one button? I did the same thing when I was young. For example, Guangzhou Shahe Toyota is selling? Intelligent key? Start the system with one button? In particular, it should be emphasized to customers that if you take this product as a gift for three years of anti-theft and emergency rescue, the maximum compensation can reach 200,000, while customers need several thousand yuan for three years of anti-theft and emergency rescue, and one set for three years of anti-theft and emergency rescue? Intelligent key? Start the system with one button? That's almost the price, great value!
3) Fully tap the consumer demand of customers.
The customer's consumption demand for fine products is nothing more than two time periods, when the new car lands and after the new car is used. When the new car lands, it is the best time to sell decorative and environmentally friendly products. In addition to packaging high-quality products into new cars for sale, 4S stores should also consider that customers will choose some high-quality products independently when they get new cars, hoping that they belong to themselves? Baby? More perfect. At this time, explosion-proof membrane, large enclosure, cushion, seat cover, headrest, foot pad, perfume and other decorative environmental protection products can be most favored by customers. If 4S stores can do more promotional activities according to customers' needs, or package the most needed items for sale, I believe many new car owners will pay the bill.
In addition, 4S stores should also pay attention to some products that customers return to the store to consume, that is, the fine products needed after the new car is used. Don't just consider the sales of new cars. In fact, customers' return visit consumption is also a big part of fine marketing. 4S stores have sold cars for so many years and sold countless cars. Through some promotional activities, some high-quality cars that continue to be consumed can be managed vividly, especially in car care, beauty, paint renovation, leather renovation and so on.
Case demonstration: Guangzhou Guangbaofeng Tian Store recently set up a professional beauty workshop and made an annual consumption card for car washing, waxing, coating and other services. The average price of a customer's single consumption is similar to that of the outside beauty cosmetics, which is slightly more expensive, but it is much more professional than the general beauty shops, which not only attracts many customers to spend again, but also brings opportunities for the sales of other fine products.
5. Strengthen training to achieve full sales.
The increase in sales performance of automobile products is partly due to the fact that the performance of products has been recognized by consumers, and a greater part of the reason is that the professional services of 4S shop employees have won the hearts of the people. For the boutique sales business, it is very important to strengthen the training of sales staff.
1), the steps of training implementation
First of all, 4S stores should make training plans and implementation plans, determine training objectives and targets, choose training methods and make training schedules. Secondly, we should organize and implement training as planned, select lecturers, integrate teaching materials, prepare training venues and conduct training as planned. In addition, it is necessary to evaluate the training results and comment on the sales staff's drills. After the training course, take notes or actual combat assessment for the trainees, and conduct drills at fixed time. The last step is to follow up and improve, always pay attention to the training effect, sum up experience, and let the trainers improve continuously.
2), commonly used training methods
In theoretical study, lectures can be used, which is beneficial for students to systematically accept new knowledge and master sales theory; Demonstration can be used in the training of workflow and operation skills to stimulate students' interest in learning, and use a variety of senses to gain perceptual knowledge and deepen their impression of what they have learned. When dealing with customers, role-playing can be used to train students' basic movements and skills, and improve their observation ability and problem-solving ability. For example, Urumqi Huatong, on the one hand, invited manufacturers and merchants to carry out special training, on the other hand, the sales staff played the role of customers for scenario drills, which achieved good results.
3), matters needing attention
First of all, the training process should be targeted and trained according to the job functions of different positions; Secondly, we should plan and arrange regular training, such as weekly, monthly or custom training cycle; Furthermore, we should pay attention to flexibility and adjust the training plan in time according to the changes of sales strategy and personnel. Strengthen the training of hot-selling products, improve the ability of employees to reach deals, maximize the use of hot-selling products, and effectively increase turnover. For example, in terms of training, Zhuhai Tengda pays attention to combining the market situation, actively explores market trends, conducts training on hot-selling products in time, and conducts special training on fine products once a month. At the end of each month, the director of fine products organizes, sets topics, makes materials and conducts assessment. The implementation of this training has greatly improved the company's turnover.
Sun Tzu's Art of War says:? There is no practice in the husband's army, and there is nothing in it; Learn and use it, and you can learn a hundred things. It is worrying to fight without teaching. ? Shopping malls, such as battlefields, do not teach employees the knowledge and skills they should master, employees have no execution, and enterprises cannot take the lead in shopping malls.
Demonstration case: Shanxi Xiangshan Hengrun Store keeps strict training.
Xiangshan Automobile Trade Beijing Hyundai Hengrun Store is a 4S store with good sales performance in Shanxi. The company has been selling Xiong Bing since June. Intelligent key? Start the system with one button? Products, mainly promoting Beijing Hyundai? Yuedong? Model, and combine this high-end product to launch Beijing Hyundai? Yuedong? Advanced edition. At the same time, it is mainly recommended in the boutique shopping area. Hengrun Store attaches great importance to the familiarity of business personnel with this product. Two weeks before the product goes online, the marketing department of Hengrun Store adopts 65438+ 0-2 hours of continuous training after work every day, and at the same time, it constantly conducts sales drills, so that business personnel can reach the highest level of understanding of new products. Hengrun Store has also developed standard speech skills for salesmen to memorize answers.
In addition to internal training, Hengrun Store often invites the sales manager of Xiong Bing Shaanxi Branch for practical training. On the other hand, Hengrun Store also convened all employees of other departments in batches to carry out the training of this boutique. Through training, let people in other departments know about this boutique and know how to cooperate with the marketing department to promote this boutique to customers.
Examples of Automobile Sales Skills: Marketing Examples of Southeast Automobile Business Letter Database in Fujian Province
Southeast Auto is the largest automobile enterprise in Taiwan Province Province and Fujian Automobile Industry Group? China Automobile Company, a subsidiary of Yulong Enterprise Group, is a joint venture and the largest cross-strait joint venture automobile enterprise officially approved by the state so far. Southeast Delicat? 、? Southeast Africa? 、? Southeast Lingshuai? 、? Southeast of Shen Ling? Four series of models have won the favor of many consumers.
At present, with the market price of auto parts rising, oil price soaring, tariff reduction of imported cars and the change of automobile consumption concept, China's automobile industry has been hit unprecedentedly, and the competition in the automobile industry has become more intense. How to constantly strengthen their brand position and win the favor of consumers has become the goal pursued by major manufacturers. At present, all automobile manufacturers are promoting the advantages of their models. In order to stand out from the competition, Southeast Auto needs to find a suitable target for advertising, so as to improve its reputation and achieve sales growth. The postal business letter advertisement directly aims at the characteristics of the target consumers, and actually cooperates with the marketing strategy of Southeast Auto, thus achieving good results.
The recognition of direct mail advertising is the basis of successful cooperation.
In recent years, direct selling has developed in full swing in Taiwan Province Province, which has penetrated into all walks of life in Taiwan Province Province, and the direct selling of automobile industry in Taiwan Province Province has also developed quite rapidly. Whether trying to find potential consumers or keep in touch with existing customers, auto companies try to keep basic information of customers by direct mail or other means, and analyze consumers' buying habits from specially designed questionnaires in order to carry out the next promotion activities for target consumers.
Most of the senior managers in various departments of Southeast Auto come from Taiwan Province Province, who are familiar with the concept and operation mode of direct selling and have a high degree of recognition.
Establish provinces, cities and counties? Trinity killer. Our project team is the guarantee of successful cooperation.
In order to ensure the success of the marketing project of Southeast Automobile Business Letter Database, Fujian Bureau established a letter advertising bureau led by Fujian Province, supported by Fuzhou Post Office and implemented by Minhou Post Office. Trinity killer. Based on the marketing project team of Southeast Automobile Business Letter Database, all links of the whole project are divided in detail.
The Provincial Bureau of Letters and Calls is responsible for the communication, explanation and coordination of the whole project, and plans to compile the database marketing scheme of Southeast (Fujian) Automobile Industry Co., Ltd., and provide it to Southeast Automobile for scheme marketing and case marketing, and is responsible for the declaration of postal envelopes of Southeast Automobile.
Fuzhou Post Office, under the guidance of the Provincial Bureau of Letters and Calls, is responsible for screening the name and address information according to the positioning of various models of Southeast Auto, and printing and packaging the business letters of Southeast Auto.
Minhou County Post Office is responsible for the daily communication with the responsible personnel of Southeast Auto and the handling of specific matters.
Multi-channel and multi-directional communication is the catalyst for successful cooperation.
First of all, according to the doubts of Southeast Automobile about the database marketing planning case of Southeast (Fujian) Automobile Industry Co., Ltd. submitted for the first time, the project team drafted the Proposal for the Implementation Plan of Database Marketing of Southeast Automobile Business Letters, and provided a successful case of Chery Automobile using business letters to carry out database marketing, which not only strengthened the confidence of Southeast Automobile in using business letters to carry out database marketing, but also made the responsible personnel of Southeast Automobile project see the feasibility of gymnastics from the related concepts of direct marketing using business letters.
Secondly, the provincial letter advertising bureau communicated with the after-sales service department of Southeast Automobile, and learned about the attitude of Southeast Automobile to the marketing of Shangxin database and the breakthrough of the project. At the same time, Fuzhou Post Office and Minhou Post Office also learned about the personnel changes in Southeast Automobile Sales Department and the possible impact on project implementation from various channels, thus ensuring the pertinence of the follow-up public relations work.
Thirdly, the relevant personnel of the project team went to the Southeast Automobile Factory several times with a pragmatic attitude to discuss the marketing of the business letter database with the relevant personnel and dealers of Southeast Automobile. During the negotiation, the unique advantages of business letter database marketing were introduced in detail, and the questions raised by the factory were answered according to the actual situation. At the same time, the relevant personnel of Southeast Automobile were invited to Fuzhou Letter Advertising Bureau for many times to inspect the whole production process of the business letter, and they were invited to visit the name and address information center of the business letter, so that they had a very intuitive feeling about the whole operation process of the business letter.
Fourthly, while communicating with people, the project team also communicated by letter. The director of the Provincial Bureau of Letters and Calls wrote a letter to Zhang, the deputy general manager of Southeast Automobile, in which he focused on the related matters of the marketing of the business letter database, the current project progress, the difficulties encountered and the suggestions for the project implementation, and attached the relevant planning scheme and implementation scheme proposal. At the same time, the provincial letter advertising bureau also sent the Direct Marketing Promotion Book, the Database Marketing Promotion Book and the Fujian Post Database Marketing Manual to the relevant departments of Southeast Automobile in the form of postal envelopes, so that the relevant personnel can have an overall and detailed understanding of the whole operation principle and process of Shangxin database marketing.
Small-scale mailing of business letters is a prelude to successful cooperation.
At the beginning of July, the salesman of Qingkou Sub-bureau of Minhou County caught a gratifying news: Southeast Automobile Co., Ltd. wanted to publicize to the compatriots in Taiwan Province Province who started their business in the mainland in the name of the boss of Taiwan Province Yulong Enterprise Group, relying on deep homesickness? Southeast of Shen Ling? This mid-to high-end commercial vehicle. In this regard, the project team immediately contacted the manager and suggested that the business letter advertisement should be regarded as part of the overall marketing activities. Moved by the sincerity of the project team, the management of Southeast Auto decided to give it a try. However, they requested to use the address database of compatriots in Taiwan Province Province, mainland China, which was collected by Southeast Auto itself, and the postal department would process it and provide one-stop services such as packaging, printing and mailing. This time * * * tried to produce 20,000 business letters, and the business income reached 32,000 yuan.
Large-scale mailing of business letters across the country is a good start for long-term cooperation.
In view of Southeast Auto's doubts about the quality of Fujian Bureau's postal address library during the postal trial, the project team suggested that Southeast Auto conduct random checks on the quality of Fujian Bureau's postal address library. Southeast Auto immediately organized its customer service center staff to conduct telephone sampling tests on 1 1 000 pieces of address information in eight counties and cities, including Gutian, Jianyang, Jian 'ou, Fuding, Nanping, Ningde, Sanming and Shaowu in the fifth district of Fuzhou. Southeast Auto was satisfied with the telephone survey results, so it became a large-scale mailing business.
During the communication, the project team found that the agents of Southeast Auto were very interested in corporate postal envelopes, so the project team introduced the benefits of using corporate postal envelopes to advertise? It is conducive to establishing the brand and corporate image of Southeast Auto. It is suggested that Southeast Automobile make enterprise postal envelopes and use them to send advertisements. Southeast Auto adopted the suggestion of Fujian Bureau and decided to use No.7 postal envelope to send advertisements.
In order to cooperate successfully, the project team decided to provide one-stop services such as packaging, printing and delivery for Southeast Auto, and promised that if letters were returned due to their names and addresses, the post office would resend them according to the actual returned letters and the new names and addresses. Many things happen, and the marketing plan of Southeast Auto Business Letter Database has been approved by senior leaders of Southeast Auto. At present, Southeast Auto has made 262,500 postal envelopes No.7, and sent 262,500 commercial letters to all parts of the country by using the name and address database of Fujian Bureau to promote three models of Southeast Auto, namely, Lingshuai, Fulika and Delika. This cooperation has generated more than 300,000 yuan in business income.
1, BIC (Best of its kind) is a systematic sales training system, aiming at improving the quality and sales skills of enterprise sales staff. BIC training is divided into two