Train the audience
President and general manager of the company (including automobile manufacturing enterprises and automobile sales enterprises); Managers of various departments related to marketing; Key account supervisor; Front-line sales staff and lobby sales reception staff
Course income
In this course, Mr. han hongwei, a senior trainer who has been engaged in automobile sales and management for many years, systematically expounds the sales processes and management that need to be standardized in today's automobile market, and makes a comprehensive introduction to all the processes of automobile sales. The course content focuses on sales skills and standardized sales processes, which not only updates the concept, but also emphasizes the actual combat effect. It is a rare audio-visual weapon to improve the overall level of automobile sales enterprises.
course syllabus
Automobile sales performance directly determines the success or failure of an enterprise. In the face of fierce market competition, the irregular behavior of sales staff leads to poor sales performance and customer loss. Standardizing the product sales process and improving the marketing skills of salespeople have become the pursuit of today's automobile enterprises and their 4S stores. In this course, Mr. han hongwei, a senior trainer who has been engaged in automobile sales and management for many years, systematically expounds the sales processes and management that need to be standardized in today's automobile market, and makes a comprehensive introduction to all the processes of automobile sales. The course content focuses on sales skills and standardized sales processes, which not only updates the concept, but also emphasizes the actual combat effect. It is a rare audio-visual weapon to improve the overall level of automobile sales enterprises.
Automobile salesman training content
A car salesman also refers to a car sales consultant.
Sales consultants mainly solve the common sense involved in the training and work of internal sales staff.
For example, technical things need sales consultants to train salesmen, and some very professional questions can be answered directly by sales consultants.
Automobile sales consultant refers to the automobile sales service personnel who provide customers with professional automobile consumption consulting and shopping guide services. Its scope of work is actually engaged in automobile sales, but its foothold is to provide customers with product sales services that meet their needs and interests based on their needs and interests. Its specific work includes: customer development, customer tracking, sales shopping guide, sales negotiation, sales transaction and other basic processes, and may also involve auto insurance introduction, transaction or agency, licensing, decoration, car delivery, claims settlement, annual inspection and so on. In 4S stores, its work scope is generally mainly in the sales field, and other business fields can be connected with other corresponding business departments.
The main employees engaged in automobile sales consulting include: relevant personnel with sales service experience in automobile sales enterprises within two years; Will soon enter the automotive industry marketing positions; Outstanding social youth and automobile professional college students who are interested in automobile marketing.
Automobile sales consultants should master the following contents:
Automobile basic knowledge, automobile marketing foundation, automobile marketing environment, automobile culture foundation, automobile market overview, automobile market research, automobile sales process, automobile service process, customer development technology, communication and negotiation skills, and professional quality training.
Career prospect of China automobile sales consultant in the future: China automobile market has the greatest development potential in the world. Before 20 10, the annual sales of new cars in China will exceed 100000, and hundreds of millions of people in China are ready to enter the era of automobile life. At the same time, the demand for talents in the automobile industry has increased sharply, and the demand for talents in the market has become higher and higher. It is becoming more and more difficult for automobile enterprises to find qualified talents. The authoritative organization predicts that the gap of automobile marketing talents will reach 800,000 in the next three years. Automobile marketing talents have become the most scarce and critical resource to maintain the rapid and healthy development of the automobile industry, and it is very common for enterprises to rob outstanding automobile marketing talents fiercely. To this end, Fu Guang Institute of Continuing Education and China Automobile Training Network jointly launched a series of professional post training programs for "automobile sales consultants" to provide targeted post training for domestic automobile industry, automobile colleges and social institutions, and to train qualified front-line sales service talents for the automobile industry. Students who meet the national vocational standards will be recommended and organized to participate in the national vocational appraisal and obtain the national vocational certificate. This project aims to quickly lead you into and adapt to the automobile marketing position, and help you to establish a systematic, comprehensive and professional understanding of automobile, automobile industry, automobile market and automobile marketing; Have a deep understanding of automobile sales and master the knowledge, skills and tools necessary for engaging in first-line automobile marketing; Establish a correct concept of professional development, establish a good professional mentality, and obtain the potential of sustainable development through expert guidance; You can also apply for the qualifications of automobile sales personnel who have obtained national authoritative certification, government recognition and industry recognition, which is helpful for career development; It is also possible to send qualified students to automobile enterprises in urgent need of talents through talent recommendation channels, which basically solves the two-way demand of enterprises for talents and students' study and employment.
[Edit this paragraph] Development prospect
China automobile sales prospects in the future: China automobile market is the largest automobile consumption market in the world. Before 20 10, the annual sales of new cars in China will exceed 100000, and hundreds of millions of people in China are ready to enter the era of automobile life. At the same time, the demand for talents in the automobile industry has increased sharply, and the demand for talents in the market has become higher and higher. It is becoming more and more difficult for automobile enterprises to find qualified talents. The authoritative organization predicts that the gap of automobile marketing talents will reach 800,000 in the next three years. Automobile marketing talents have become the most scarce and critical resource to maintain the rapid and healthy development of the automobile industry, and it is very common for enterprises to rob outstanding automobile marketing talents fiercely. To this end, Fu Guang Institute of Continuing Education and China Automobile Training Network jointly launched a series of professional post training programs for "automobile sales consultants" to provide targeted post training for domestic automobile industry, automobile colleges and social institutions, and to train qualified front-line sales service talents for the automobile industry. Students who meet the national vocational standards will be recommended and organized to participate in the national vocational appraisal and obtain the national vocational certificate. This project aims to quickly lead you into and adapt to the automobile marketing position, and help you to establish a systematic, comprehensive and professional understanding of automobile, automobile industry, automobile market and automobile marketing; Have a deep understanding of automobile sales and master the knowledge, skills and tools necessary for engaging in first-line automobile marketing; Establish a correct concept of professional development, establish a good professional mentality, and obtain the potential of sustainable development through expert guidance; You can also apply for the qualifications of automobile sales personnel who have obtained national authoritative certification, government recognition and industry recognition, which is helpful for career development; It is also possible to send qualified students to automobile enterprises in urgent need of talents through talent recommendation channels, which basically solves the two-way demand of enterprises for talents and students' study and employment.
What is a car sales consultant?
What is the occupation of automobile sales consultant? What is the specific work content?
Automobile sales consultant refers to the automobile sales service personnel who provide customers with professional automobile consumption consulting and shopping guide services. Its scope of work is actually engaged in automobile sales, but its foothold is to provide customers with product sales services that meet their needs and interests based on their needs and interests. Its specific work includes: customer development, customer tracking, sales shopping guide, sales negotiation, sales transaction and other basic processes, and may also involve auto insurance introduction, transaction or agency, licensing, decoration, car delivery, claims settlement, annual inspection and so on. In 4S stores, its work scope is generally mainly in the sales field, and other business fields can be connected with other corresponding business departments.
What is the prospect and potential of automobile sales? What is the basic income?
The automobile industry is still a sunrise industry in China, and the automobile industry in China has a rapid growth period of nearly 30 years. At present, the number of cars owned by families in China is less than 40 million, and hundreds of millions of families in China have not bought cars. The huge consumption potential attracts worldwide attention! Automobile consumption is lifelong consumption. Customers buy not only the car itself from you, but also credit, insurance, spare parts, maintenance, repair, modification, license plate, decoration, beauty and annual inspection. Some customers need compensation for accidents and even sell their cars as used cars. Every link is a profit point and a commission point. If your sales service can satisfy customers, will customers still be willing to hand over the follow-up service to others? Make friends with customers and they will introduce you. You have served a customer well, and your income is at least equivalent to selling three new cars. Although the basic salary of a new car sales consultant is only 800- 1000 yuan, the commission is only a few hundred yuan. But with insurance, decoration, licensing and other business commissions, selling a very ordinary car, the commission is very high, and you can get hundreds to more than one thousand yuan. Foreign professional car salesmen not only sell cars to customers, but also sell insurance, real estate, travel, air tickets and so on. The sales industry in China is growing, but it is far from mature. Today abroad is tomorrow at home, and the potential and future of automobile sales consultants can never be underestimated. We can wait and see.
What knowledge and professional skills should you have to do a good job in automobile sales?
To do a good job in automobile sales, we must at least achieve "six understandings", namely:
Know the car: master the analysis tools of structure, performance and cost performance;
Second, understand the market: master the industry background, overall market situation and market dynamics;
Third, understand marketing: master and properly use the essence of marketing;
Understand sales: master sales process, sales words and sales skills;
Understand service: master the methods of sales process service and after-sales service;
Know the customer: master the customer's mentality, consumption psychology and decision-making mode.
To do a good job in car sales, we also need "three haves", namely:
First, there is a plan: follow the sales law and advance the work in a planned and solid manner;
Second, there are skills: follow the psychological pertinence of customers and adopt attack tactics;
Third, perseverance: follow the law of success, constantly improve the work and upgrade.
There are nine major processes in automobile sales:
Reception-demand analysis-product introduction-test drive-facilitating transaction-signing contract-supporting service-delivery-after-sales tracking.
1. Reception: The most important thing in reception is initiative and courtesy. When a salesperson sees a customer visiting, he should immediately come forward and greet him with a smile. If accompanied by other customers, communicate with the accompanying customers with eyes. While making eye contact, the salesperson should briefly introduce himself and shake hands with the customer politely, and then ask the customer what help he needs. Try to be warm and sincere.
2. Consultation: The purpose of consultation is to collect information about customer needs. Salespeople need to collect all the information of customers as much as possible in order to fully explore and understand the accurate car purchase needs of customers. The salesperson's inquiry must be patient and friendly. Moderation and trust are very important at this stage. When answering customers' inquiries, salespeople should have a good grasp of the appropriateness of services, neither under-serving nor over-serving. At this stage, customers should be allowed to express their opinions at will and listen carefully to understand their needs and wishes, so as to sell more effectively in the subsequent stage. Moreover, at the beginning of the reception, the sales staff should take the corresponding promotional materials to the customers for inspection.
Product introduction: pertinence and professionalism are very important. Sales staff should have professional knowledge of the products they sell, and at the same time fully understand the competing models, so as to constantly compare their own products in the introduction process, highlight their selling points and advantages, and thus improve customers' recognition of their products.
3. Vehicle introduction: The most important thing in the vehicle introduction stage is pertinence and professionalism. Sales staff should have professional knowledge of the products they sell, and at the same time fully understand the competing models, so as to constantly compare their own products in the introduction process, highlight their selling points and advantages, and thus improve customers' recognition of their products.
4. Demand analysis: The purpose is to collect the information of customer demand. Salespeople need to collect all the information of customers as much as possible in order to fully explore and understand the accurate car purchase needs of customers. The salesperson's inquiry must be patient and friendly. Moderation and trust are very important at this stage. When answering customers' inquiries, salespeople should have a good grasp of the appropriateness of services, neither under-serving nor over-serving. At this stage, customers should be allowed to express their opinions at will and listen carefully to understand their needs and wishes, so as to sell more effectively in the subsequent stage. Moreover, at the beginning of the reception, the sales staff should take the corresponding promotional materials to the customers for inspection.
5. Test drive: During the test drive, customers should focus on the experience of the car, avoid too much conversation, and let customers focus on getting the first experience and feeling of the car.
6. Quotation negotiation: usually price negotiation. Sales staff should pay attention to ensure that customers have fully understood the information about prices, products, offers and services before the price negotiation begins.
7. Signing a contract: In order to facilitate the signing of a transaction and a contract, there should be no tendency to be eager for success at the closing stage, but customers should have more time to consider and make decisions, but the sales staff should skillfully strengthen customers' confidence in the purchased products. When handling the relevant documents, the sales staff should strive to create a relaxed signing atmosphere.
8. Delivery: In order to ensure that the vehicle is unscathed, the salesman should clean the vehicle and keep the body clean before delivery.
After-sales tracking: Once the car is sold, we should always pay a return visit to the customer to keep abreast of the customer's evaluation and use of our car and remind the customer to do a good job in maintenance.
Some of them are explained in detail for everyone:
Automobile sales process and skills
Five conditions for sales staff, seven steps for sales, understanding automobile consumers, analyzing customer needs, how to find potential customers and how to approach customers. Five conditions of professional salespeople ● Correct attitude: self-confidence (believing that sales can bring benefits to others), enthusiasm, optimism, openness, enthusiasm, caring for your customers, hard work and acceptability (popularity). Sincerity ● Product and market knowledge: product knowledge to meet customers' needs, product knowledge and application to solve customers' problems, market conditions, competitive products, and understanding of sales fields ● Good sales skills, basic sales skills, promotion of sales skills ● Self-driven, customers are willing to deal with them quickly, never relax any opportunities, maintain and expand interpersonal relationships, and perform their duties spontaneously.
Follow the seven steps of enterprise management to sell.
The first step is called sales preparation.
The second step is to get close to customers. Good customer contact skills can give you a good start. This step, master: Skills of receiving and visiting customers. ? Skills of visiting customers by telephone. ? Sales call skills.
The third step is to enter the sales theme. Seize the opportunity to enter the sales theme with opening remarks that can attract customers' attention and interest, and seize the opportunity to enter the sales theme.
The fourth step is to investigate and ask. Investigation skills can help you grasp the current situation of customers, and a good inquiry can guide you and customers to sell in the right direction. At the same time, you can persuade your customers by asking for support, so as to find more information.
The fifth step is product description. What to master in this step: product characteristics, advantages and special interests; ? Skills to turn characteristics into customer benefits; ? Steps and skills of product description.
Step six, show your skills. Making full use of the know-how of display skills can shorten the sales process and achieve the sales target. What you need to master in this step: How to write a presentation; ? Show the main points of the exercise.
The seventh step is the conclusion. Signing a contract with a customer is the most important thing in the sales process. In addition to the final conclusion, you must also specialize in the conclusion of each sales process. The end of every sales process leads to the final conclusion. What you need to master in this step: Conclusion principle; ? The end time; ? Seven laws are the seventh law of summing up interests, "T" law, premise law, cost-value law, inquiry law, "yes", "yes" and "yes" law, and mourning for soldiers. Tips for getting close to customers Foreword: Before starting work, we must know the market and where there may be our potential customers. Understand potential customers, their jobs, hobbies, places they often go, their personality, their consumption tendency, and the way they communicate with others.
Only when at least five customers come into the exhibition hall looking for you with your business cards can you officially start your car sales career. 1. When a customer walks into the car showroom for the first three minutes, most customers want to see the car in the showroom first (pay attention to themselves, without the intervention of a sales consultant). Seize the opportunity when customers are not focused on the car, they are looking for a sales consultant who can help; Action: They open the car door, want to open the front cover, or they want to open the back cover, etc. These are all signals that sales consultants need to send. Note: The above behavior reminds us that when customers are not around for the first three minutes, you can say hello, say hello, and leave some time for them to look around or leave a message. You can watch first, and I'll come at any time if you have any questions.
The key points of initial communication-initially reducing the customer's vigilance, gradually shortening the distance between the two sides, and gradually changing to the topic of cars, are very clear to mature salespeople. This is when customers start to communicate with strangers, and generally don't talk about cars first. You can talk about the just-concluded auto show, or you can talk about any topic that makes customers feel comfortable, less direct and not for the purpose of trading. For example, it can be a child who comes with a client. He is really tall. How old is he? He is much taller than my nephew. It can also be the car driven by the customer, or the license plate of the car driven by the customer. Your license plate number was specially chosen, and so on.
The purpose of all these topics is to reduce the vigilance of customers at first, gradually shorten the distance between the two sides, and gradually change to the topic of cars. The first three minutes is also a good time to hand in your business card, and it is also a good time for you to remember the names of all the people who come with your customers. 2. Analyze customer needs. Customer needs may be multifaceted, and there are many practical needs behind transportation and identity needs; May be the need of transportation; It is also possible to travel by car; More likely to be a dream; Analysis of customers' purchase motives: From the perspective of car dealers, there should be five important aspects:
Understand the purpose, purchase mode, purchase role, purchase focus and customer type. Find out the purpose of their coming: first, what are they doing here? By the way. If he starts to look at a model carefully, it seems that he has some sincerity to buy roles: only one of the three or four people who come to the exhibition hall has the real decision-making power, so what roles are the others? Is it a staff officer? Expert? Is it a driver, a secretary or a friend? Purchase focus: the purchase focus is still an important factor affecting the customer's final purchase decision. If his purchase focus is only on price, then any leading technology of the car has no influence on him; If his focus is on status, it is not tempting for him to talk about any preferential price and other factors.
How to find potential customers Use the English letters of "PROSPECT" and "find potential customers" to explain how to develop potential customers: p: provide "provide" a list of customers. R: Record the customers added every day. O: organize "customer data". S: Select "select" real potential customers. P: Plan customer resources to get countermeasures. E: exercise your imagination. C: Collect "set" transfer data. T: Train yourself to choose customers. P: Personal observation. R: Record information. S: Spouse assistance among spouses. P: Public display or explanation. E: Enchain chain development. C: Cold visit. T: Throw GH "through" others. I: Introduction of influential people. N: Name "Directory" information. G: Group "Group" sales.
To develop new customers, we must first find potential customers, which must be found in many ways. Increase the channels for potential customers. A friend introduced various test drive activities held at the auto show. Driving schools, auto clubs, auto repair shops and other units or places where potential customers of automobiles are concentrated. Old customers introduce after-sales service personnel and e-commerce. Auto-related websites and forums, e-mail direct mail (DM) and direct mail (DM) are also good ways to help you reach a large number of customers. Sales letters and telephone calls are the most economical and effective tools to contact customers. If you can call new customers at least five times a day, you can increase the chances of contacting potential customers by 65,438+0,500 a year. Has the exhibition expanded your interpersonal relationship (especially the groups or places where the target customers are concentrated)? Participate in various club activities? Participate in charity activities? Attend class reunion and set up customer files:
Get to know your customers better. If your customers like you, your chances of doing business will increase. To convince customers that you like him and care about him, you must know them and collect all kinds of relevant information about them. All these materials can help you get close to customers, and let you effectively discuss problems with customers and talk about their own topics of interest. With these materials, you will know what they like and don't like, and you can make them talk, be cheerful and dance ... As long as you can make customers feel comfortable, they won't let you down. "Let customers help you find customers and make products attract customers.
Automobile sales experience
1, fully aware of the necessity of asking questions. Excellent sales elites are really excellent listeners; However, in addition to listening to customers, sales elites will also take the initiative to ask questions to customers.
2. Learn to make mistakes. Good sales elites are very meticulous about their work and make no mistakes; Sales elites do often "make mistakes" because they are brave in innovation, not afraid of risks and dare to "make mistakes".
3. Find solutions. Excellent sales elite, good at finding problems; Sales elites are willing to share solutions and countermeasures to problems.
4. Understand the industry the customer is engaged in. Excellent sales elites understand their company's business processes and product characteristics; Sales elites not only know their own products from the standpoint of customers, but also know the industries that customers are engaged in very well, so they are targeted.
5. Be good at using words. Excellent sales elites make good use of appropriate words to express; Sales elites communicate more wisely and cautiously.
6. Dare to ask for help. Excellent sales elites are not afraid to ask their managers for help; Sales elites dare to express their difficulties to people in different fields of the company in order to seek different solutions, brainstorm and choose the best solution.
7. pursue Excellence. Excellent sales elites make good use of skills and techniques; Sales elites always perform well everywhere.
8. Make full use of sales targets and resources to achieve success. Excellent sales elites can analyze existing resources but are not necessarily good at using them; Salespeople can make full use of the resources they get to promote success.
9. Don't stick to the commission. Excellent sales elites care more about the commission they can get in sales activities; Sales elites pay more attention to the welfare of customers.
10, regard your product as life. Excellent sales elites trust their products; Sales elites regard products as life, and share the same fate with products.
1 1, firmly seize every sales opportunity. Excellent sales elites only pay attention to sales activities with high success rate; Sales elites will seize every sales opportunity actively.