Activities completed on tangible products provided by customers, activities completed on intangible products provided by customers, delivery of intangible products, creating an atmosphere for customers, etc. Its characteristics are intangible, heterogeneous, synchronous and perishable production and consumption. What I want to tell you next is to sell by service.

The core of successful operation of automobile sales enterprises is to convey satisfactory feelings and experiences to customers through front-line employees. Senior leaders of Shanghai Yongda Automobile always regard improving employees' service awareness and professional skills as cash for customers? Integrity, the pursuit of Excellence? The key part of the purpose.

After three months of intense preliminary, trial and rematch, 10 was finally produced among more than 500 automobile sales consultants in more than 30 specialty stores of Yongda Group, and entered the finals.

This is a difficult competition, which completely simulates the actual sales situation. From reception mode, product introduction, price negotiation and service provision, to answering and helping customers how to buy a car, from links to details, and even welcoming, serving tea and polite expressions, there are strict requirements everywhere, and the specific coefficients are quantified.

It is reported that on such a large scale? A contest of automobile sales skills? For the first time in Yongda Group, a professional automobile sales training company was specially invited, and according to the latest international sales concept, a topic of assessing the comprehensive quality of team members was put forward. This is also the first time among automobile sales and service enterprises in this city. The spectacular scene, high level, great difficulty and fierce competition of the Sales Skills Competition are extremely rare among the media and peers in Shanghai, leaving a deep impression on them.

? Win the market with service. ? Cai Yingjie, vice president of Yongda Group and director of the competition organizing committee, said? This is the foundation of Yongda. Whether it's past efforts or expanding the market now, we have always come to this day in line with such a company philosophy. ? He admits that Yongda is not selling cars, but services. Service will be the magic weapon to win the market.

February 2, 2007 is a memorable day for all employees of Yongda. Be crowned? Classic? In fact, the final has become a review for Yongda to know itself, show its strength and face the future. As a Yongda person, Yongda employees feel proud and confident. As one winner said, she felt that Yongda's corporate culture laid an important foundation for improving service quality. This sentence explains where the core competitiveness of the enterprise lies.

? It will be a major feature to build Yongda brand by providing all-round services. ? According to expert analysis, Yongda, as an automobile sales enterprise, consciously? Service expert type? The direction of the enterprise is advancing, not only to be bigger, but also to be stronger. So? Classic? The competition showed the spirit of Yongda, heroism and confidence.

sales service

At the awards party, a sketch written and performed by employees reflected such details: What is the quality of inspection service in today's materialistic world? Judge a book by its cover, or the customer first? The sketch vividly tells the truth of promoting employee service and vivid advertising, and conveys the important idea that modern automobile sales are not enough with skills, but also need the support of service culture.

It is reported that the finalists are all salesmen who are active in front-line sales. They are all college students with good academic qualifications, rich knowledge and eager to learn. Some of them have done other jobs and have certain life experience and work experience. These young people have a common feeling that they have come to Yongda. First of all, they were initiated by Yongda? Work success? Moved by the atmosphere; Secondly, it is attracted by the learning space of automobile multi-brand management; Then it is motivated by the stamina of enterprise development. These young people are honest: we chose Yongda because of this brand. ? Facts have proved that Yongda's performance in the market in recent years is different from these high-quality products. Fresh blood? Complement is indispensable, and the establishment of enterprise brand has a great relationship with the perfect service mechanism.

As we all know, Yongda is the largest and most professional innovative automobile marketing enterprise in Shanghai. Acting for almost all well-known automobile brands at home and abroad, we have achieved intensive scale effect in sales scale and hardware providing after-sales service. Learning to drive a car, buying a car, selling a car, renting a car, repairing a car and inspecting a car are all in Yongda? , has become a very influential advertising language. According to statistics, in recent years, 60% of the users who bought cars in Yongda were attracted by advertisements, and more than 70% bought them through oral communication and repetition (introduced by acquaintances). Therefore, the introduction of relevant information confirms that buying a car to find Yongda has become one of the first choices for Shanghainese to buy a car.

Now it seems that it is no accident to enjoy this honor. After becoming a user of Yongda, many customers have realized the benefits and value brought by the service and formed a good reputation. Especially in recent years, Yongda has opened the first five-digit short number telephone know-it-all in China automobile sales service? 968 18? And the Yongda Pacific card that provides convenience for car owners. Yongda has become a newly emerging automobile sales industry? Aircraft carrier? .

In this context, Yongda starts with employees and strengthens? Service consciousness? To make a service industry chain? Grip strength? The strategic goal is to lay a solid foundation through hard work and prepare for the cake in the aftermarket. Yongda executives attach great importance to this competition, and believe that the foundation of service enterprises is employees, and it should be upgraded to the height that employees determine services and services determine the market.

Simulate sales and consider comprehensive quality.

How to choose a simulated sales model is very important for this final. Props.

According to the organizer, this is mainly to increase the difficulty of the final. Choose a car model that everyone is not familiar with to sell, the purpose is to test the comprehensive quality of players and improve the cultural quality of service.

Choosing Roewe is also challenging. This is not because this car is a brand-new model, the key is that its selling point is different and has a profound humanistic color.

In fact, the reason is very simple, and now all kinds of competitions also need innovation to be fresh. Yongda's Classic is no exception. From the business point of view, most salesmen are familiar with the models currently on the market, and some models can be said to be familiar with the heart, especially the performance parameters and sales price. The customer groups they deal with are generally well informed. For a skilled salesman, as long as the customer steps into the store, he can roughly judge whether he is here to see the car, buy a car or ask for advice. This kind of vision is the basic skill of the service industry, which can also be said to be? Occupational sensitivity? . Some people say it's like an old pharmacist in a Chinese medicine shop. Sometimes the medicine he takes is more accurate than the scale. Choosing Roewe as a simulated sales model has become a concern of everyone.

From this, we have seen such a scene?

? For Roewe users, they are not buying cars, but British culture and gentleman lifestyle. ?

A player said in the sales summary statement that Roewe's customers don't need to give? Class? I believe they already know this car very well. I just need to prove to them whether the service provided by Yongda is in place.

This is a player who has a lot of research on sales. He accurately grasped the psychology of customers and met their needs.

? In luxury car sales, cost performance is very taboo. The key is whether the added value of goods and their image consumption are in place. ?

Another player said when analyzing Roewe customers, for many users, buying Roewe is equivalent to buying one? Jaguar? Image, but also feel the added value of British culture. This is a fairly accurate judgment. However, most players regard selling Roewe as a part of quality life, feel elegance and art, and upgrade to the promotion of consumption concept and lifestyle, which is spreading a cultural identity.

? It should be said that these understandings are in place and have deviated from the concept of simply selling cars. ?

A sales consulting expert said that it can be seen that these players have a certain cultural literacy, which is very different from traditional car salesmen and is no longer a salesman concept.

According to reports, before the final, everyone didn't know much about the sales models, and they all improvised without adequate preparation. But the contestants don't think that car sales can only be decided by skills, which largely depends on what kind of service you provide to customers. For rational consumers, it is largely about buying a car or a service.

Here, sometimes the abstruse service theory seems to be ashamed. As one judge said, whether the service is in place depends on whether you can put it down. Are you welcome? It is clear whether this greeting is in place. The experience of the players is that the key to service is attitude.

Brand is a marketing force.

Different from other enterprises' skill competitions, Yongda Classic was selected in full accordance with the requirements of formal competition procedures. From the rematch to the final, the champion was finally decided, which lasted for more than three months, with wide participation and strong professionalism. Mr. Jin of Shanghai Peyton Consulting Co., Ltd., who is in charge of the design of this competition, said that the sales staff of Yongda are young, but they have a solid grasp of sales knowledge and business ability. From the perspective of professional training, he believes that Yongda's salesmen are mature in cultural literacy and sales skills. Through the whole simulated sales process, it is not difficult to see that the team members have better grasped the company's sales principles and service purposes when dealing with different customers and complex car purchase needs.

Similarly, Professor Chen, the former dean of the Automobile Marketing College of Tongji University, also spoke highly of the contest, thinking that it was a good start for deepening automobile service, indicating that enterprises began to pay attention to the cultivation of soft power, which had a certain demonstration effect. Mr. Zhu, a senior marketing expert in the circle, said that such a contest will help to improve the overall sales ability of Yongda, and it is also a marketing for itself? Family? He believes that the results of the competition will be transformed into actual marketing strength.

For Yongda, it is of far-reaching significance to hold this kind of classic competition. Tang Hua, spokesman of Yongda Group and deputy director of the organizing committee of the competition, said that he hoped to hold such a competition successfully in the future? The cradle of more, better and stronger marketing elites? . For employees, this contest will become? A platform for self-display, self-exercise and self-improvement? . ? We will continue to hold such competitions. ? Cai Yingjie said that the development trend of the automobile sales industry has begun to change. By who? Frontier market? Where to? Aftermarket? Changes, market competition has also changed from product competition to service competition. As a leading enterprise in the domestic automobile sales industry, Yongda should be in? Sales specialization? 、? Humanized service? 、? Brand internationalization? Practice hard and climb to new heights. He believes that finding sales elites through competition is a way worth promoting, which will help to improve the service marketing level of the whole enterprise through a higher level. Some people say that Yongda's success lies in its brand, others in its service, but more people say that it lies in its employees. In fact, there is nothing wrong with these statements. Anyone who has been to Yongda will feel that the important factor that constitutes Yongda's success today is still here? Integrity pursues Excellence? Corporate culture. For Yongda, service wins the world is an unchanging belief.