The mentality of the sales industry must be good, and the transaction of 100 can only be closed after being rejected for one hundred times. With this mentality, you are sure to do a good job in sales. Summary can play the role of combing, easy to remember, and some complicated relationships are easy to understand and summarize. Whether you are looking for or preparing to write the summary of automobile sales manager, I have collected relevant information below for your reference!
Summary of automobile sales managers 1
First, do you understand the invisible needs of customers?
1. Did you show any action to understand the customer's needs?
2. Needs analysis skills-questioning skills
A) Demand analysis asked several questions. Understand key customer information of 10. 10 key information can be asked at will, and it needs to be asked in the process of requirement analysis!
(1) What are the main factors (power, performance, safety, comfort and pleasure) to consider when buying a car?
(2) Understanding of MG brands (SAIC, Rover, Roewe, MG)?
(3) What are the main uses of vehicles? (home, business)?
(4) What is the nature of car purchase? (First time, second time, replacement)?
(5) Family structure or circle of friends (users, decision makers, buyers, influencers)?
(6) Intention model? (MG6、550)
(7) What is the color of the intended model? (light color, dark color)?
(8) payment method? (one-time, mortgage)?
(9) Pay attention to competitive brands? (Japan, South Korea, Europe and America)
(10) When did you buy a car? When to use it, when to drive it home, and when can I decide?
Whether 5W2H is used for demand analysis. Combined with the above 10 key information points for analysis?
When/why/which/where/who?
How long/how much?
Second, needs analysis skills-listening skills
1, whether you can listen to the customer's conversation carefully. Don't interrupt customers often and ask them questions.
Is there a response?
2. Do you make eye contact with customers?
3. Demand analysis guidance
1) Does it lead the dialogue with customers in demand analysis?
2) Do you have the ability to influence customer needs?
Third, according to customer needs, take the initiative to introduce related products.
1. Will you actively recommend models according to users' needs?
2. Will you take the initiative to ask the customer about the payment method?
Fourth, summarize the customer demand ability.
1, whether to summarize customer needs and reach an agreement with customers. At the end of requirement analysis, can customer requirements be summarized and confirmed?
5. Record customer needs and scores in detail.
1. Do you use sales tools such as "negotiation memorandum" to analyze requirements?
2. Whether it can be graded according to the needs of customers. Check the customer management card and system, can you score correctly according to the standard?
3. Whether the customer demand information can be recorded in detail in time. Is it recorded in detail on the card or on the system?
4. Do you have the ability to understand customers' purchasing preferences and the driving motives behind them? Can describe in detail the needs that customers pay attention to when buying a car.
5. Do you know the decision makers and influencers who buy cars?
Summary of automobile sales manager II
With the arrival of the cold snap, some car dealers have entered a "life-and-death" moment this year.
Recently, some 4S stores in Beijing, Shanghai, Guangzhou and other cities have closed. According to the data recently released by the Automobile Dealers Chamber of Commerce of the All-China Federation of Industry and Commerce (hereinafter referred to as the "Automobile Chamber of Commerce"), about 90% of dealers were at a loss in the first half of this year. Jia, a senior auto industry analyst and executive director of china automobile dealers association, said in an interview recently that it is expected that stores will close down one after another in the future.
"From 20__, 20__, 20__, to this year, China's automobile market will be adjusted almost every four years, which is precisely the cycle of technological innovation. In the process of slowing down the adjustment of the auto market, a number of 4S stores are often eliminated because they cannot adapt to environmental changes. " Jia said that China auto market is in a period of adjustment, and some newly-built or blindly expanded stores are relatively fragile, while those that have been in business for many years have relatively strong anti-risk ability.
Zhu, secretary-general of the Automobile Chamber of Commerce, predicted that 30% of dealers in China may close down in the future. At present, there are about 20,000 automobile 4S shops in China. As Zhu predicted, 6,000 auto shops will close down in the future.
However, under the attack of the cold current, not all 4S stores are having a hard time.
The power of internet plus.
As the first special store of Guangqi Honda in Hubei Province, the sales volume of Wuhan Longyang Store is growing strongly against the market. From June to June this year, the cumulative terminal sales of Guangqi Honda Wuhan Longyang Store exceeded 2,300 units, up 97% year-on-year.
This is largely due to the promotion of terminal sales by the digital upgrade of sales services. The store further optimized the customer service experience by comprehensively developing iDCC (Internet Telephone Sales) business, adding network promotion specialists, and digging deep into the platform customer resources, among which iDCC sold 870 vehicles, up 200% year-on-year.
Sun Yu, director of the network operation department of Guangqi Honda, said in an interview with the media recently: "The sales volume of Wuhan Longyang Store has set a record in more than 470 stores in Guangben. At the beginning of last year, Longyang Store began to establish iDCC business department, and we sent professional trainers to the store for counseling. The store has a high degree of cooperation and achieved initial results during this period. By this year 1 month, 40% of the store's total sales came from iDCC customers. At present, there are many stores that carry out iDCC in China, which has exceeded 300. "
From June to July this year, the total sales volume of Guangqi Honda reached 286,500 units, an increase of 37.3% over the same period last year. Terminal retail sales reached 330,654,38+0,000 vehicles, up 45.6% year-on-year. Although there are many uncertainties in the future market, Guangqi Honda still faces great challenges in the second half of the year. However, Yu Jun, executive deputy general manager of Guangqi Honda, recently publicly declared at the new Feng Fan (city) listing conference that he was confident to achieve an annual sales volume of 550,000 vehicles with innovations in product and digital marketing.
In fact, just a few years ago, Guangqi Honda encountered an unprecedented test, and some dealers withdrew from the network. Until last year, the situation was still not optimistic. In the first half of 20 _ _ _, the sales volume of Guangqi Honda's domestic cars was 65,438+08.160,000, up only 2.5% year-on-year, almost at the bottom of the joint venture car enterprises. Although struggling to catch up in the second half of last year, it still failed to achieve the annual sales target of 500,000 vehicles.
Turning around, Guangqi Honda successfully counterattacked this year. The reasons are as follows: On the one hand, Guangqi Honda made great efforts in products several years ago and constantly improved the product layout. 20__, four new cars went on the market intensively, among which the compact SUV Binzhi, the third-generation Fit, and the newly listed brand-new Odyssey were in 20__, and they went all out and made eye-catching performance; On the other hand, through a variety of innovative marketing models to promote terminal transactions, while strengthening the network and telephone marketing counseling for special stores.
On 20__, Guangqi Honda signed a strategic cooperation agreement with Che Yi Group, the largest automobile internet enterprise in China, to jointly explore and create a new mode of internet e-commerce in the automobile era. At the same time, taking the opportunity of the listing of the third generation Fit, Guangqi Honda took the lead in building an e-commerce platform in Tmall Mall, and launched a new pre-sale in the official flagship store of Tmall in the form of crowdfunding in July this year. Just recently, at the pre-sale conference of the brand-new Feng Fanyun, Guangqi Honda complied with the media contact habits of users in the "Internet" era and conveyed the value of the brand-new Feng Fan to consumers through online interaction. In addition, Guangqi Honda Tmall flagship store also cooperates with Alibaba's "Village Amoy" project to penetrate e-commerce into areas that specialty stores cannot cover. While strengthening the sales of automobile e-commerce, Guangqi Honda also took the opportunity of "Summer Service Month" to launch an after-sales service area in Guangben Tmall flagship store to provide customers with original maintenance, original accessories and extended warranty services.
"The consumption pattern of' online decision-making, offline experience' is in line with the consumption behavior of today's consumers. In this case, we are testing the sales of hydropower companies. Recently, we conducted a survey specifically for post-90 s consumers and found that more than 80% of their consumption was realized online. " Sun Yu said. According to the plan of Guangqi Honda, we will continue to exert our efforts in network marketing in the future and continue to explore e-commerce and Internet marketing models suitable for young consumers.
More and more car companies are aiming at internet plus, and Fang Guangqi Group, the Chinese shareholder of Guangqi Honda, is also accelerating the layout of Internet marketing. Not long ago, the board of directors of Guangzhou Automobile Group reviewed and approved the Proposal on the Automotive Internet Ecosphere Project of Guangzhou Automobile Group and agreed to implement the Automotive Internet Ecosphere Project of Guangzhou Automobile Group. The construction includes four platforms: vehicle e-commerce platform, vehicle life platform, vehicle networking platform and venture investment and financing platform. The initial investment of this project reaches 654.38+0.4 billion yuan.
Online and offline
Since the beginning of this year, the automobile market has continued to slump. China automobile dealers association data show that since February this year, the inventory level of dealers has been above the warning line level for six consecutive months, and the inventory pressure is still relatively high. The rise of the concept of internet plus has become a path for car companies and dealers to jointly explore a new round of breakthrough. Even internet companies have joined in, and the era of car e-commerce is accelerating.
Yongda Automobile, as a passenger car dealer and integrated service provider, achieved relatively stable growth in the first half of this year. The semi-annual report recently released by the company shows that the comprehensive income in 200010-June was 65.438+06.807 billion yuan, up 65.438+02.0% year-on-year, and the net profit was 356 million yuan, up 5.3% year-on-year. Mr. Zhang De 'an, Chairman of the Board of Directors of Yongda Automobile, said that in the first half of 2000, the company made positive progress in the face of the complex market environment, and the income and profits of various businesses achieved good growth. The Group also actively promotes the deepening reform and development of independent after-sales and auto finance. In the development process, Yongda Automobile also attached great importance to the concept of "internet plus" and began to lay out the field of e-commerce from the beginning of the 20th century. On August 5th, Yongda Automobile cooperated with Internet giant Alibaba and planned to open more than 200 "automobile terminal" outlets in 100 area within two years.
On August 8th, nearly 40 auto dealers from all over China, including SINOMACH, China Automobile, Huge Automobile and Li Xing Star, signed a contract to build an e-commerce platform "Auto Street", which was operated by combining offline and online distribution channels.
The channels are changing, not only the new car sales channels are increasingly diversified, but also the distribution channels of auto parts will be gradually opened. Recently, some media reported that the final draft of "Guiding Opinions on Promoting the Transformation and Upgrading of Automobile Maintenance Industry and Improving Service Quality" (hereinafter referred to as "Guiding Opinions") led by the Ministry of Communications, the National Development and Reform Commission and other ten ministries and commissions has been successfully passed, and it is going through the procedures of various departments. It is expected that the Guiding Opinions will be formally implemented from 1 next year. This means that, at the level of institutional norms, the situation that the maintenance technology of China automobile maintenance industry is monopolized by 4S shops authorized by automobile manufacturers is expected to be broken.
On the one hand, e-commerce will grab new car sales orders, on the other hand, independent repair shops will hunt 4S stores in the field of after-sales service. Where is the future of 4S stores? Jia said that one of the characteristics of the automobile industry is experience. Consumers often just make an appointment to place an order online. Users also need to go to the franchise store to watch the car test drive before deciding whether to buy it. In the future, maintenance will be completed through specialized stores, which means that 4S stores will not be replaced by e-commerce for at least a long time. "Personally, I think China's auto market will maintain a growth rate of about 5% in the next few years. Even with zero growth, China's automobile market will increase by more than 654.38 billion vehicles in five years, almost twice the existing car ownership. The development prospect of China automobile market in the next few years will not be too pessimistic, but the competition will certainly intensify. With the finer division of labor in the future, the sales and maintenance of some physical stores will be separated and the channels will be more diversified. "
As a pioneer of domestic 4S stores, Guangqi Honda has more than 400 first-class special stores and more than 200 second-class outlets. Sun Yu emphasized that the overall sales volume of Guangqi Honda is mainly achieved through the sales of physical stores, and there is a complementary relationship between e-commerce and special stores. "Physical stores still have strong vitality. What we are doing now is to constantly improve the marketing model of our physical stores and continuously improve our service and network capabilities. " Sun Yu said that Guangqi Honda's customer service extended from the exhibition hall to the Internet, which increased contact with consumers.
Guangqi Honda is still promoting the construction of physical stores, and at the same time, it has introduced brand-new store-building standards to upgrade the hardware of existing special stores, and at the same time, it has accelerated the sinking of implementation channels in fifth-and sixth-tier cities. Previously, Guangqi Honda special store had four grades: A, B, C and D. At the beginning of this year, an E-class small special store was added, which was smaller than the investment scale of the original store. In view of the fast-growing county-level cities, Guangqi Honda has set up E-class small special stores and "2S" pure after-sales outlets in after-sales service, extending maintenance services to communities, business districts and third-and fourth-tier cities.
Analysis of the current situation of automobile sales industry needs to adjust the business structure
The explosion in Tianjin Port damaged many models. This news did not make dealers anxious. "My first reaction at that time was that the inventory of cars would be reduced, and the sales profit in September could finally be improved." On August 25th, Peng Yue, vice president of Changjiu Automobile Investment Co., Ltd. told reporters.
September is the peak season for traditional car sales. According to the previous statement of "Golden September and Silver 10", OEMs and dealers will carry out various promotional activities in order to boost sales. However, in this year's official rounds of price cuts have not brought results, and in the situation of slowing down the growth of the automobile market, any promotion means are weak. The Tianjin Port incident dramatically helped dealers reduce the inventory pressure, but the survival dilemma has not been alleviated.
Summary of automobile sales manager 3
If you want to be an excellent automobile sales consultant, you must establish the consultative selling concept of taking customers as the center and helping customers solve problems, and focus on the solutions to customers' problems rather than products. In the process of sales, the deepest experience is as follows:
1. "sell with heart, serve with heart"
Doing sales with brains means that when we are doing sales, we should use our brains, find ways, do market research, develop and design innovative products, establish effective sales channels, do a unique publicity campaign, network target groups, and sell our products efficiently; Doing service with heart means not only selling products, but also providing customer service and maintenance in the pre-sale, middle-sale and after-sale stages, so that customers can fully realize the professionalism and professionalism of our sales and truly enjoy satisfaction, safety and comfort.
As an automobile sales consultant in the automobile sales industry, we should follow the concept of "selling with our brains and serving with our hearts" and do a good job in automobile sales consulting services.
2. "Persuasiveness and credibility"
The power of faith is infinite, and what kind of faith has what kind of result orientation.
Through the study, I realized that as a sales consultant, his beliefs played a far greater role than his skills. To be an excellent automobile sales consultant, you must have a firm belief that the company you serve is the best company and the products you sell are the best products. Believe you will get it, doubt you will lose it. Where is the heart, where is the wealth!
3. "Goods+Services"/Price = Value
Through learning, I fully realize that the price of a commodity depends on the value of the commodity itself and the quality of service provided in the sales process. So, what are we selling in the process of car sales? Is it the car sales itself or the car sales service itself? Obviously, what we sell must be our car sales and sales service itself. Customers buy not only cars and services, but also a feeling. Because most people think rationally and buy emotionally, now people pay more and more attention to the sensory and psychological feelings that the purchased products can bring to him.
In the automobile sales market with fierce competition and outstanding homogeneity of financial products, how to make customers accept their products? This needs to cater to customers' feelings, which is an intangible carrier, but in the process of sales, we must create a good feeling, including enterprises, products, people and environment that customers know and pay attention to, and strengthen it.
4. "Avoiding pain" is greater than "pursuing happiness"
Through learning, I realized that the motivation of customer behavior is to pursue happiness and avoid pain. What do customers sell in the process of buying and selling? A customer will never buy a product, but what he buys is the benefits that this product can bring him and the pain that he can escape. Customers will not only care about the product itself, but also care about the interests, benefits and values of the product. What kind of benefits and happiness he can get from buying your products, and what kind of troubles and pains he can avoid. First-class automobile sales consultants sell the benefits of results, second-rate automobile sales consultants sell ingredients, and third-rate automobile sales consultants sell prices.
Summary of automobile sales manager 4
If this part of the customer reception is under the pressure of the manufacturer or the boss's request to improve service awareness, although you don't know why, I will do it anyway. But when it comes to demand analysis, I say it's poor, but almost no one does it. Don't look at some high-end brands, they are all the same. Why? I think a more reasonable explanation is that if people think it is useless, you will not implement it. Let's review it first. We have received so much sales training that we have to analyze the demand every time. So let's review what we learned in the previous sales training process. Let's review the lessons we have learned before.
1, needs analysis What is his purpose?
What means should be used to achieve this goal?
What are your premises?
Because of the time, I will give you a summary, because I have trained many 4s stores of different brands and levels, so I can help you summarize. Almost. That's all I know.
What is your understanding of the purpose of demand analysis at this stage? Finding and satisfying customers' needs equals customer satisfaction. In order to achieve this goal, we should learn to use open questions and closed questions. Is there any sales training to teach you to do this? Also, as a good sales consultant, you should first learn to listen, which is a prerequisite for you to be a sales consultant. I can tell you responsibly that these are all things that mislead us to understand the chapter of demand analysis. I can say responsibly that I am a studious person and pay more attention to personal accumulation and promotion. I am strict and do it completely. But I found it useless
2. Misunderstanding 1: Listening
But I found it useless, let alone his means or something. Some people say it is wrong. This is the meaning of sales training. Ok, let me share with you my own learning process, that is, I have received such training in the past, and I came step by step. First of all, I know that as a sales consultant, I should learn to listen. Then, I listened carefully and listened to what the customer said, but found it useless. No customer is so cooperative. It's like pouring beans into a bamboo bucket: I like power and mobility, secondly I pay attention to safety, and thirdly I pay attention to mobility. Then the shape and interior are my concerns, and then you can introduce this car to me in this order. Are there any customers who are so cooperative?
No, that would be too easy to sell. The client will hide his real purpose, and he will not tell you easily. Sales consultants should learn to listen, and you should find and search out valuable things from customers' words, which is not wrong. But what premise is this based on? You have to be able to ask high-quality questions and make customers laugh before you can listen to these words.
3. Myth 2: Open questions and closed questions.
Then let's look at the second one, this way. Some trainers told us that we should learn to ask open and closed questions. So I worked hard to prepare my own closed questions and open questions.
When the customer came, I asked the customer: Are you going to spend more than100000 or less than100000? Are you going to buy it in the near future, or will you consider it later? I just want to see if this car is for my own use or for whom. I found that the customer didn't answer my question directly, but dodged past.
I was unwilling, so I threw out my open-ended questions and tried to find more valuable information from my customers. For example, I asked the customer: What do you think of vehicle safety? Have you ever known about our Volkswagen brand before? I'm in public. "Did you compare it with other products before you came to see our car?" Sometimes customers may be perfunctory, but sometimes: I'm just looking around, you do your thing. I failed again. Let's look at a statistical result. Among the 14 successful cases collected this time, there are 39 closed questions and 18 open questions.
The quantitative ratio of the two problems is 2. 17. Then let's look at the failure case again. There are 67 closed questions and 32 open questions, with a ratio of 2. 16. Almost, almost. What does this mean? There is no evidence that our salespeople will use more open-ended questions in successful cases. There is no more evidence that we failed because we used more closed-ended questions. The same, did you see it?
Actually, this is a very simple truth. Whether it is an open question or a closed question, it is the form of the question after all. Everything you do is determined by the content. I'm telling you now, don't bother to think about open and closed questions. Statistics tell us that this is meaningless. What should you do? Just like the customer in front received everyone, remember? You should carefully prepare the content of the question. The content of this question is to let everyone think hard and study hard. This is where we should spend our energy to improve. So what kind of questions should I ask? Don't worry, let's get back to class. Let's make clear the goal of this requirement analysis stage first. We've made our goals clear. Asking questions is a means. Let's go back to the course and make clear the goal of demand analysis first.
4. Myth 3: Only discover the needs of customers,
I think this sales training is very reasonable. He told me that we must find out the needs of our customers. Then meet the needs of customers, then customers can be satisfied. I must feel that I may have done something wrong, that my questions are not good enough, and that I lack communication skills. What should I do? I stood by those old salesmen and studied, listening secretly and watching what they did. Gradually, I found these old salespeople, how they did it, how they found the needs of customers, and I didn't constantly improve my communication skills myself. Finally, one day, I can also find the needs of customers.
For example, I found two young couples who just got married and bought a house. It is only because they bought a house, which is far from the woman's work place and takes more than two hours by bus, that they consider whether to buy a car. Then I also know that this woman is a novice. She just learned to drive for a while. Driving a manual transmission car in Beijing is like a nightmare for her. And I also know that this woman belongs to the white type. White collar, backbone, elite. More tasteful, more fashionable and not very sensitive to price.
Gee, when I found these, I was called beauty in my heart! I think I really found the customer's needs. Such customers are simply red cars in my booth. 1. 8L, an excellent user of Comfort Bora. I'm sure it didn't run away. So, I confidently recommended to them the model that I thought was very suitable for them. What was the result? Not so good. It can be said that although I found the needs of customers, it did not bring me a big improvement in performance.
But I'm still unwilling. I think the old salesman must have some skills that I don't have. So I asked the old salesman for advice. There was a senior in the store who had a good relationship with me. I told him that I found the customer's needs. This customer is like this, and I recommended this model to him. I think it's quite appropriate. Why did it not work in the end? His words woke me up like a pot of cold water. What did he say? He said that I don't have to be in the exhibition hall as far as the customer needs you found are concerned. I sit at home with my heels. I found it too. Isn't that why customers come to the exhibition hall? Buy a car, a scooter, or change cars. Otherwise, people will be in their thirties and forties, and their relatives, friends or colleagues at work will have cars. Think for yourself if you should have one, that's all. But as far as these needs are concerned, can you convince yourself to provide them with such products?
For these needs, take this young couple as an example. In their new home, it takes more than two hours to squeeze the bus. This woman is not very good at driving manual transmission. Do these needs have to be solved immediately? Not exactly. It can be delayed for another two days. Even if it is to be solved immediately, will it cost so much money? Do I have to buy a car? Can't you take a taxi without a suitable one? Or carpool, okay? Does she have to buy your car even if she wants to? Cheaper than you, beautiful, fully equipped, automatic and good brand. Why did she choose your car? I can't convince myself, so I don't think it's normal to convince customers.
5, the purpose and significance of demand analysis
Now I can tell you, at that time, I really thought that demand analysis might be useless. Now I can tell you responsibly that demand analysis is a very, very important part of automobile sales. It can be said that the success or failure of automobile sales, decisive victory and demand analysis. I never encourage you to take notes, but I hope you will write this sentence down. Write it down on paper and keep it in your head. Better keep it in mind. I want you to write this sentence down: success or failure, decisive victory, analysis of automobile sales demand.
So we have to see, what is the purpose of demand analysis? It's not just about finding customers' needs and satisfying them. But what do you want? Strengthen the needs of customers. Strengthen, strengthen, strengthen again. Make his needs strong. Let him feel that this problem can't be delayed any longer and must be solved immediately. Let him feel that the best solution to this problem is the product you provide. Then we will succeed.
Let's take a look at the really successful old sales. What are their characteristics in the sales process? Their conversation was very relaxed and comfortable. Of course, this kind of sales are getting less and less now, but there are still. The conversation was easy and the communication was smooth. There was almost nothing between the two sides, as if they were just chatting, so he sold the car. Then the customer must drag him and invite him to dinner to celebrate. Friends and relatives will definitely recommend it to you when they buy a car in the future. 30% to 40% of these old sales are introduced by old customers every month, which is called moistening. What did they do? You listen to their conversation, they introduce products, not much, very little. Unlike when we just started a business or worked for a year or two, there was nothing else in your conversation, where you introduced your products. Are you tired? You listen to them and rarely introduce products. It's like talking to a client. How did they get here? To this state? They are actually doing the work of demand analysis.
What about this part? This is the most important thing. We should be clear about the purpose of this stage. We need to know how to do it, but don't worry. I am in the following chapter. For all of you, whether you are engaged in automobile sales or real estate sales, or other industries, or even management and training, this part will benefit you for life. This is how I feel. We might as well start with the basics. Don't forget what we said from the customer reception. What are our sales skills? It all comes from the research on the customer's psychology, the same demand analysis on his purpose and his means, that is, after studying the customer's psychology, let's first look at the customer's psychology and start from this aspect. Whether it is demand analysis or demand promotion, what is demand?