Directory:
A, frontier:
(a) this case planning purpose- - - - - - - - - - - - - - - - - - - 2
(2) the case planning window- - - - - - - - - - - - - - - - - - - 2
(3) the case finally achieve- - - - - - - - - - - - - - - - 3
Second, planning the- - - - - - - - - - - - - - - - - - - - - - -3
Three, the marketing conditions:
(a) market conditions- - - - - - - - - - - - - - - - - - - - - 3
(2) products condition- - - - - - - - - - - - - - - - - - - - - 4
(3) the competition status- - - - - - - - - - - - - - - - - - - - - 5
Four, SWTO analysis:
(a) advantage- - - - - - - - - - - - - - - - - - - - - - - 6
(2) disadvantage- - - - - - - - - - - - - - - - - - - - - - - 7
(3) chance- - - - - - - - - - - - - - - - - - - - - - - 8
(4) threat- - - - - - - - - - - - - - - - - - - - - - 8
(5) how to foster strengths and circumvent weaknesses, play to its advantages and avoid disadvantages and risk- - - 9
Five, the default of marketing strategy- - - - - - - - - - - - - - - - - - - - -9
Six, the use of local sales skills
(a), the first to have the right attitude- - - - - - - - - - - - - - - - - - - - - - 11
(2), and about the product and market knowledge- - - - - - - - - - - - - - - - - - - - - - - -11
(3), and about the close to the customer skills- - - - - - - - - - - - - - - - - - - - - - - - -11
(4), analysis customer demand contributed to deal- - - - - - - - - - - - - - - - - - - - 12
Seven, the default of specific sales process- - - - - - - - - - - - - - - - - 13
preface
When the car production and marketing constantly refresh record, and gradually stands at the top of the world, right now the main enterprise in race car also struggle to beat, to create a level car enterprise, a level are proud of vehicles, and takes it as a starting point into the new journey.
Auto industry in the development of the world affects the pulse of the world economy, the world each cart enterprises pay attention to all the world the big cake, the enterprises in the world competition cart also especially fierce. More intense competition of the market challenges and opportunities of the society, and for card Laura speaking, in our country the intermediate home market drive moment!
Following the faw Toyota will have reached a total sales of one million units, become a car sales level after enterprises, its single models, "the world's best-selling car" outstanding delegates-card Laura, also in the world market yong break a car sales in its global sales hit 36 million units is accumulated, the proud achievement again the card of the roller classic legend, as well as in the field of intermediate home absolutely status of Kings.
This shows, Laura became the Toyota in card world product line is very important part so we card of car sales do specific Laura a analysis, this paper summarizes the plot cost.
(a) this case planning purpose:
Let more customers know Toyota card Laura models, accept the Toyota motor company culture, the recognition of the Toyota motor company products, in order to make card Laura in the world better models of sales performance.
(2) the plot window:
This plot is largest window emphatically analyzes the market situation, for the competition of the specific product made a careful analysis, which made the targeted marketing strategy, in order to achieve the expected sales performance.
(3) the case finally achieved the goal:
The plot in the current sales performance to, the premise of how to better the card Laura models and thorough popular feeling, maintain good relationship between existing customers to develop the potential customers.
Second, planning the:
This plot to market, products and competition has made the detailed analysis, through the analysis of these marketing situation, sums up the advantages and disadvantages of the product. About how to foster strengths and circumvent weaknesses, play to its advantages and avoid disadvantages and risk do their discussion, the author puts forward his own advice. And make the product marketing strategies and marketing to use in the marketing skills made their point of view. And formulated a specific the car sales process.
Three, the marketing conditions:
(a), market conditions: compact car market is the largest segment of cars is one of the better economy, consumer ability enhancement of the most benefit from vehicles. Baidu compact car index trends show that in the first half of 2009, adjust to purchase emissions under 1.6 L compact car played a positive role, drive the compact car attention rising rapidly; The second half of 2009, with the economic situation is further improved, consumer confidence to return, market also warm up further, compact car market attention also reached a record high, compact car attention year-on-year rate of increase more than 80%. And in 2010 to 2011 compact family car has been in the state of sell like hot cakes, card Laura is continuous as a high attention, a high volume models. In July 2011 but also become the champion of the compact sales. Although the product is in very hot state, but the compact car segment the market competition becomes increasingly fierce, new and old models of replacement, new car has introduced, as well as the domestic car hair force a certain degree of the roller card impact customer base.
(2), product status:
Card Laura 1.6 L GL AT technical parameters
The length, width and height of mm 4 545, 1 760, 1 490
Wheelbase mm 2 600
Between (front/rear) mm 1 525/1 520
Servicing quality kg 1 335
Tank volume L 55
The luggage compartment volume L 450
Driving type lead precursor
Engine type straight 4, dual overhead camshaft, 16 valve, double VVT-I
Displacement L 1.598
The maximum power kW (r/min) 90 (000)
The maximum torque N • m (r/min) 154 (5200)
Compression ratio 10.2:1
Top speed of km/h 180
Transmission type 4 files to be automatic transmission
Integrated oil consumption L / 100 km 6.8
Fuel 93
IV emission standard
Suspension (front/rear) McPherson/drag arm type
Tire model 205/55 R16
Brake system (front/rear) ventilated discs/disc
10 Corolla card in the world and Laura within the scope of the sell like hot cakes made it to a worthy of the name "civilian" car home. Card in the world market Laura has gained greater success, with an average annual sales in about 160000 cars in 2010, accounting for 44% of all sales faw Toyota, become the mainstay of the goal. Listed 3 and a half years since, it also came into the change of time, the listing of the 2011 new card Laura 2.0 L models, and used the CVT and six block manual transmission, these changes more relevant consumer tastes.
Toyota has the characteristics of "mean", have no obvious weaknesses, card Laura is this. In performance, including sex, brake and safety control in the mainland in all sorts of function are good, good fuel economy, stable quality and after-sales service especially in place, these characteristics also obtained the self-identity of consumer. New CARDS in succession these characteristics of Laura also added a lot of energy, CVT is further enhance the advantage, plus the terminal market at present the preferential policy promotion dealers, these will be very good to continue card Laura vitality, in order to better service for consumers.
(3), the competition status: competitors from the public is still step into soar team, Volkswagen golf, Honda civic, buick KaiYue, skoda MingRui, snow franco spent cars, etc.
New card Laura prefer household, lay particular stress on the comfort of compact car SanXiang level, and the target population age should be in 30-35, have certain of income, just starting a family, need a look more composed, open up close and comfortable, and is not too large space of the pursuit of sports cars.
We from the ashkenazi and American vehicle were elected in a representative type for example card Laura's main rival status:
The public step into soar team is a very high attention of vehicles, is also the main competition card Laura one. The advantage is that the public step into soar team full of power, solid in favour of the chassis and sports set-up, body welding process and reasonable fuel consumption. And step into soar team fault are relatively obvious, the car ownership cost is high, small problem is more, and the high configuration models pricing is more expensive. But the quality of the public and the world is in virtue of credit, therefore, the public and golf and other types of step into soar team in a certain period will continue to be the main competitors roller card.
Buick KaiYue is a older models, is also one of those compact car evergreen tree, the appearance of the atmosphere, in space, fine workmanship, comfort good, playability good, and as an older model, its good performance to price ratio. But it also has the obvious shortcomings, oil consumption is big; The hand of the gear clutch long, free travel, gear it is not very clear; Air conditioning effect is very poor. The brake partial soft weakness; The poor acoustics, read dish ability is poor; Noise, new car a line still, two years later, the noise is big; and Engine not advanced, using iron manufacturing. But this car using the strategy of KaiYue maintain the price of the sales volume, this in the world's present situation or work.
Four, the SWOT analysis
(a) advantage:
Look, new car and overseas change of basic same roller card. ZhongWang using chrome plated material qualitative, fog lamps near the modelling, headlamps and bumper modelling a slightly different; The rear part of the tail lights (increase chrome plated decoration) and surrounded by after will have different. In the body color respect new can new has added a silver, into 6 kinds of color; Another new car wheel style also have increased. Allocation, new car is the biggest change is a whole series of brake system with standard priority. With low models are also equipped with the USB interface, etc.
Brand strategy has made good marketing momentum, need more goods laid solid foundation of strength, and Laura outstanding commercial is card for this year's marketing plays a key role.
As a global sales champion, TOYOTA itself in the global scope "high quality, high reliability and low oil consumption" reputation, absolutely be called on the golden signboard. This not only in J.D.P ower annual product reliability report demonstrated, more global consumer choice is witness. As a global total sales in the first product brand, card Laura became also does not poor. Beginning in 2000, card Laura with "the most popular car" title load the "guinness book of world records"; 2003 to 28 million cars set a single brand cumulative scores car sales of a world record; So far, more than 36 million vehicles sold worldwide accumulative total, is worthy of the name "the world love".
Main "happiness" theme, for card Laura speaking is not an empty talk, from product to service, consumer can feel it "happiness gene" from the look of the "concoction of happiness", from VVT double-I and CVT step-less transmission brings "do get around happiness", from the safety of the five star "reassurance complacent happiness", from human nature the configuration of the "close care of happiness", and from low cost, high residual value of "save worry free happiness", greatly promote the desire for "high quality car life, to the vehicle highly demanding" young people buy faith, stimulate the consumption group "the perceptual and the rational have purchasing desire.
(2) disadvantage:
Say to the card of the roller disadvantage, basically in a product of its own problems. Domestic card Laura only equipment a automatic transmission is actually, 4 speed! That's a little weird, even control cost, also should not be in such key areas. As is known to all, 4 files ratio of no 5 files, 6 file secret, so the great influence of the power play, make originally appear soft power more weak, and top grade a high speed of fuel consumption will also is bigger, this undoubtedly virtually increased transport costs. Long ago in public on the advanced equipment of the POLO Tiptronic 6 file the hand from a body transmission, and TuAn, step into soar team, MingRui, I believe that Toyota for the card should be installed on the more excellent Laura automatic transmission.
Card of the roller headlight brightness really can't compliment, the traditional halogen bulbs cannot provide enough lighting intensity. The current xenon headlamps cost is not high, but Toyota why not equipped with? And obviously is due to the cost of the consideration of control, it seems that the card or learning MingRui and Laura step into soar team.
Card after suspension to reed cylinder roller separated, not the double A arm and more connecting rod suspension, the manipulative or very influential, at least it is not quite stable, high-speed corner will feel suspension after ambition.
Card of the roller body is lighter, easy to FaPiao. The quality of the roller card a 1300 kg (1.3 tons), for this level of car obviously light and directly result is not manipulation stability, high speed is prone to float, moving in on the movement to lack of confidence.
Chassis sound insulation effect is poor, if in the gravel road past, can clearly heard every grain of sand with a tyre was hit the voice of the chassis, not how pleasing to the ear. In the flat motorway, tyre noise is obviously into cars.
(3) opportunity:
The world of the car market after a roller-coaster is gradually become stable after development trend. The car consumers from impulse and blind mentality to rational consumption type consumption level. This it also to every car company brought the opportunity, took out his mature, the stability of the products to meet consumers' demand the enterprise should be rational the required course. The development of the world poses not only is the improvement of income people, also from essentially changed their consumption level. Let's take cars for the market, the original auto market is mainly occupy small cars, such as xiali, ao tuo, QQ, investigate its main reason is cheaper prices. But in recent years, especially in the two years of income increases obviously prompt consumers to pursue higher performance models, accordingly, as positioning family car card should seize this part of Laura potential customers, and stimulate them buy the desire. It also will be launched the world brand strategy Toyota in the important step.
(4) threat:
Since the 2006 Toyota COROLLA has instead of the roller card, Toyota COROLLA series in the world created Toyota type miracle, has become A joint venture in A level car market brand in the market. But the market is always changing constantly in, in recent years the launch of the families of class A car of the roller card threat also slowly slowly. Card no longer just when Laura listed as a badge.
As a model to the proud sales so is not easy, but Toyota also shall see that card Laura deficiency, especially in technical terms, when the masses are beginning to use DSG + TSI, when the car is introduced in a turbocharged electric car, when the independent brand models are increasing practical high-tech configurations, who can guarantee the customer can have the mind, it is likely that card Laura lost most of the potential customers.
(5) how to foster strengths and circumvent weaknesses, play to its advantages and avoid disadvantages and risk
Today COROLLA already experience for ten generations, as the world's bestselling models of the roller card has its unique. Balance, driving comfortable, durable and so on shaky, as home car, these are very satisfactory. Toyota has always good in and work quality true; Just like power performance and not very outstanding.
And how to foster strengths and circumvent weaknesses of its own and, avoiding disadvantages and risks, not only is the Toyota company to consider the problem, but also each sales staff to consider, and about this problem, we will its embodiment in marketing strategies and marketing skills.
Five, product marketing strategy:
Make a product marketing strategy first should know the market. Market control concept that: the enterprise the management goal is the highest control market, rather than the pursuit of the highest profits, market decided to profit, control the market is control profits. For the car brand shop for, its own will have the advantage of: with special cohesion, embodying automotive brand image charm, and won the trust of customers. To establish brand image, to cultivate the brand loyalty, to provide perfect and good after-sales service, easy to improve the management of the market and customer information management. And a brand of how strong attraction, the scope of the radiation how widely, how much business circle, and the brand visibility and marketing strategy has the close relation. Through the have the strength of the propaganda, choose through market popularity and reputation to improve environmental analysis, positioning and competitive market advantage has close relationship. Therefore, only know the market for its future development can make accurate positioning.
For card Laura we view of different consumer groups set up various sales strategy.
1, for young customers
Young customers more attention is paid to the vehicle performance of vehicle appearance. As a sales
Researchers also should pay attention to the be fond of of young people, to cater to their appetite.
People like to try, contact, operation, people are curious. No matter what is the sales of the series car, all trying to show their vehicle performance, and the most important is: let customers to participate in, if can attract customers have to live the senses, so then can master the client's psychology. So add a take the test drive is very necessary, thus facilitate customer further understand the performance of superiority.
Young customers are more love to play, especially for the people having more such, we through the establishment of "labradors CheYouHui" to set up CheYouHui, having organization activities, a attract clients eyes, arouse their shopping desire.
2 for a successful career, the mature of the customer
Most of them are already to middle-aged, have a car of his own car is their dream
Want to, and also their successful testimony. Therefore, they most people buy the psychological demanding vehicles decent enough, enough steady, and not a as young people pay attention to the performance, and they pay attention to a transport costs.
In this way, just cater to our card of the roller product features, sedate appearance, the power system used quite, large space, low oil consumption. Proof that the customer experience the sample to recognize these advantages anyway. We can hand through the opportunities of driving to let them personally experience, on the other hand, make some large activities, such as card Laura fuel-efficient challenge, card Laura car training camp. This will keep customers on the vehicle has a more intuitive understanding.
3, apply to all clients
Pay attention to car sales in the field of financial now play a role, will auto loan, installment buying a car such as publicity way out, and more and more customers to understand and accept the way to buy a car, and promote the improvement of car sales.
Six, product sales to use the skills
(a), the first to have the right attitude:
• confidence (believe sales can bring others benefits)
• sales enthusiasm
• optimistic attitude
• positive
• care with customer
• hard work
• can be accepted (popular)
• sincere
In addition a qualified sales staff to master a marketing professional theory and car marketing skills, and strong social skills. And to bear hardships and stand hard work, active and able to work independently, the independent thinking, hard working, honest, team cooperation spirit.
(2), and about the product and market knowledge
(3), and about the close to the customer skills
In before I start work, must understand the market, must know where there may be our potential customer, understand the potential customers, and their work is good, they often in and out of place, their character, their consumption tendency, and they communicate with the people way.
One is not easy, people know not easily. This requests us in car sales in the process of looking for a new breakthrough, the new sales method, so as to better and faster and to understand customers' psychological tendency. The main points of first communication-preliminary reduce customers' alert, and shorten the distance of both sides gradually, gradually to the car conversion mature sales personnel issue is very clear, this is from a strange customers start communicating, generally don't say first and the car is about something. To talk about the aftermath of the motor show, still can talk about any let customer feel comfortable, not so direct, not to clinch a deal by the direction of any topic. For example, customers can is of the car: "you of the original car now sell for words?" , or the customer of the car license plate: "your license plate number is chosen," and so on. All these topics goal is for preliminary reduce customers' alert, and shorten the distance of both sides gradually, gradually to the car topic conversion.
Car sales personnel all enthusiasm, flattery, flatter, etc is to sell your car to go out. This is the sales staff can follow the best strategy. It is not the only strategy. It can be said: absolute honesty is foolish. Sell allow lies, this is the marketing white lies. But the strategy is not laws or regulations. He just in the work to pursue their best interests tools, so honest have a degree of problems. Grasp the relationship between the honesty and flattery. Although customers know that what you said is not all the truth, but they still like to listen to people. A few words of praise, can make atmosphere more enjoyable, no hostile, and to sell will also be more easy to clinch a deal.
(4), analysis customer demand contributed to deal
The customer demand could be is various, talk behind many practical needs: identity needs; May is the need of transportation; Also may be the car; More may be come true.
Seven, the specific sales process:
Toyota card Laura [of 2011] 1.6 L GL automatic skylight edition sales process
Car sales flow chart
(a), customer development
The biggest problem is??????
Æ someone said that, in the process of sale of the biggest problem is not easy to get customers.
Æ and others say, in the process of sale is the biggest problem did not know how should go looking for the customer.
The two problems are very universal and representative, is in the process of our car sales are frequently met in.
How to solve these problems
1. The first is to find customers
Will sell automotive products, the first to find customers. Enterprise has again good, no amount of car, if no customer, can form sales, causing the backlog. The past one of those so-called good wine needs no bush's statement, in today's market economy conditions met with severe challenges.
2. According to the product characteristic lock customers
Where customers, is a specialist in and every car sales personnel faces a very important question. For this product and customer, we should be how to locate?
According to the characteristics of the products to the customers, is our customer in looking for before the first thing to do. That first of all know want to sell products of the car, the car where the customer base.
3. Two of the automobile consumption level
Auto basically divided into two levels:
Æ level is to belong to investment, mainly concentrated in the medium level of cars, of course, the prestige car it is partly, this a very few.
Æ another level is mainly used to consumption, mainly concentrated in the upscale time level.
Therefore, we in the development of customer before, first to seize our Toyota card Laura [of 2011] 1.6 L GL automatic skylight edition is belong to the first level, so as to find our potential clients also is comparatively easy.
Looking for customers of channels
1. General channel
Looking for customers more channels, probably can be divided into "go out" and "please come in" two.
Go out:
Go out is refers to the use of various forms of advertising, attend auto show, held a press conference to introduce a new car, and village tour exhibition, to participate in various car culture activities, send E-mail, the big customer interviews, participate in government or some enterprise of the tender purchasing, etc.
Please come in:
Please come in and is mainly refers to in the exhibition hall reception customer, invite customers to come to attend the opportunities of driving, a new car listed show, or accept customer telephone reservation, etc.
2. Special channel
Æ regular tracking keep a customer. These keep a customer is our customer development of object, because keep a customer's circle of friends, social circle is also our sales resources.
Æ regular tracking keep a customer's recommendation.
Æ after-sales service station foreign keep a customer.
Formulate customer development plan
1. Clear all elements
First of all want to make sure customers of object, considering the way with his contact, on the phone, or please come in, or visit your house, these need us to choose. Also choose to time, place, content, and find out where more easily find out from cut into the topic with customers and help close the distance shortcuts to determine the key point and the conversation way of talking, these are all advance in our preparation plan inside clear.
2. Have patience and perseverance
3. Grasp and client meeting time
4. Meet with customers when skills
5. Target management
The enterprise objective management enterprise, the department has the department goal management, sales personnel should also target management. Below we a goal in management method, called digital goal.
Digital meaning:
1, 15, 7, 8, 96, this to a series of Numbers is the meaning of: we a salesperson one day to play 15 phone; In the 15 phone inside, to find out seven intention client. Five days a week, you will find 35 intention client. In the 35 of customers, have two customers to buy your car, a month to four weeks calculation, is 8 customers, sell a month 8 car. 12 months a year is 96 cars, and that is a conservative speak, we can at least a year to sell 96 vehicles to go out. This number is very useful.
Digital adjustments:
If, say, today we played just five telephone, and no 7 intention client, may only have five, or three, or even less. No relationship, you only need to adjust to digital information, more phone calls, 15 phone no, play 20, until seven intention client get so far.
The accumulation of Numbers:
Of course, the phone number is a certain of accumulation. To get every day seven intention client is has the certain difficulty, that we need to constantly to contact the client, as we said, go out, such as the business card issued to we think may become our customer.
And customers to establish mutual trust relationship:
1 and politely introduced
2, appropriate to suggest
3, respect customer, pay attention to details
4, understand customers' needs
5, vehicle introduction and the opportunities of driving combined
6 and confirmation, the customer calls
Second, customer reception
1. The necessary business etiquette
2. To store the way to deal with customers
When a customer walks in the door, the sales personnel should be smiling at customers, don't sell the psychological stress and tension. Do you have to say welcome to, if not to a person, the sales personnel also with other people say "hello", cannot ignore with any one person to. In that door, don't be too much bother customer, need to take a few seconds, and said, "welcome, this is my name card, you please to have a look, if there is a problem or need me, please called me." This time we should leave customers.
The customer when the car, sales people not relax. Although we have not accompanied by customers in the side of the car, it seems as though we are busy doing their own things, but to do your own thing is an illusion, because we want to come in the customer responsible.
From the point of view of the business terms, sales people to observe customers around to see what car, is to look at the head, look at the rear of the car, or see near the driver's dashboard. Only understand customers care about something, attention, can in your mind to prepare for strategy.
When a customer came in, may with the children. Children come in later to pay attention to two aspects of the problem, the two main aspects on safety problems.
Æ children's safety
The child is brought in customers, sales personnel should look after good boy, should be arranged took the children to children's entertainment division, and find the specialist to look after him.
Æ the vehicle's safety
Don't let children climb vehicles. Children's climb to the child not safe on the vehicle, prone to cast touch phenomenon; On the other hand the new car not safe, if for climbing to create vehicle damage, will cause the situation is difficult to clean up. Therefore, the sales personnel should be arranged in children as early as possible will recreation area.
Attention to detail
Store inside still should be put some snacks, candy. Create this kind of environment, the purpose is the customer of the psychological ease tension down. A lot of car companies have adopted this method, beautify the environment, play background music, even inside the car will also according to the customer of be fond of of different preparation of different music CD. For example, one customer want to listen to the car audio system is good, this time sales staff to pay attention to detail, to ask customers like to listen to what music, customer'll eyes a bright, "how to, and also I like to listen to."
Do professional
Sales personnel must observe the behavior of the customer, understand customers like what, about what, it not only can directly enter the theme, and the client will think that we are very professional, and that can win the trust from customers.
Well to store/electricity and intention client management
As 4 S inn, must have the tools, to communication with customer for process, including your thought and requirements, the intent of the customers such as level, are to be detailed record. The intent of the customers is generally according to customer purchase level the intent of the degree to determine.
Three, demand consulting
1. To demand analysis
2. The iceberg theory-and recessive
In car sales process in theory have so a saying, on the surface of the problem of dominant phenomenon called, also called dominant motives; Still have a kind of hidden things called recessive motives. We will often mentioned in the iceberg theory and recessive part, one is in the part above the surface, and still another is in part below the surface. Over the water part is dominant, is our customer yourselves know, can express the part; Below the surface is hidden that part, is some customers even his own demand is what all don't know, sales people already wants to understand customer's dominant needs, we have to understand his recessive demand, so that they can correct analysis customer needs.
3. Listen carefully
To understand the demand of customer is the foundation of the customer as the center, in this view and the idea of the sales, will make a long-term, better effect. And with customers when contact, on the one hand, is to ask, and on the one hand was listening.
Four, vehicles and introducing show
Introduced around the car
When introduced main attention around the car six position, as shown in figure:
6 position around the car is introduced
As you can see, the one position is the 45 degree Angle of the car; 2 a driver's position is the; 3 a is 后排座; 4 a is the back of the car, trunk belong to a 4; Number five is a car is side; 6 a is inside the hood open the parts, namely the engine room.
1.1 a no.
We in the no. 1 a 45 degree Angle from the car to the customer when introduced, the key point is to introduce the appearance of the car and modelling.
2.2 a no.
2 a driver is this place, in this position mainly introduces the ride comfort of vehicle driving and handling.
3.3 a no.
No. 3 in a major should introduce is to 后排座 space and its comfort.
4.4 a no.
4 a is the back of the car, in this position emphasis to the rear of the vehicle characteristics, the characteristics of the tail lights, and trunk.
5.5 a no.
Number five is a car's side, in this position emphasis on the protection of the vehicle provides measures and airbags
6.6 a no.
6 a is in engine room, here should mainly introduces the characteristics of the engine and engine performance.
FAB method
F (Function), is the attribute, also called configuration; A (Action), is refers to Action; B (Benif) is the meaning of interests. According to order to see, the F is configuration, A is the role, B is interests. We through the FAB this method, the highlight of the products show to the customer.
Five, the opportunities of driving
Six, handle customer's objections
1. The common problem
Sales staff in car sales process, often will meet the customer put forward various objections, such as the following two aspects:
Æ in the sales process met most of the problem is the question of price. Such as the customer is always believe that the company's price low enough to make the company let price.
Æ some customers say: "the other stores have sent decoration, why you don't send shop?" Some will doubt service ability.
2. The method of handling objections
Three principles
The first principle, correct treatment;
The second principle, avoid disputes;
The third principle, timing.
Five skills
In dealing with customer feedback, first to pinpoint the source. The customer put forward different views, his reason and motive??? What??? You must first find a reason, this reason began is not easy to find, need to pay attention to some skills.
Æ first, to really listen. Pretend stand in the other side standpoint, let the other person feel he has such idea, you can understand, you agree with his idea.
Æ second, repeat customers out of the question. In order to show you are seriously listen to what he has to say, in this process, you can put the he said some problem again. Because you are paying to hear him speak and customers for you have hostility will slowly become indifferent.
Æ third, identity and response. You can to the customer, and said, "you have such idea, I think it is possible to understand the". What you have said, the customer will say, "we managed to find the common language". It's not, but there is a technical problems with it.
Æ fourth, puts forward the evidence. You have to put forward a evidence, the front three skills in order to understand is the purpose of these different opinion customer put forward the reasons, the reason and motivation.
Æ fifth, easy to answer. Find motivation it is method to solve.
Seven, clinch a deal signed
Eight, makes a car service and after-sale tracking service
1. / car process
/ car flow chart
2. Vehicles and related files of the communication and confirmation
Nine, after-sale tracking service
1. Of the maintenance of the customer
2. Let keep a customer for your introduction of new customers
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