汽车销售顾问销售技巧和销售话术培训

汽车销售顾问销售技巧和销售话术培训
2021年08月17日08:32:38 0 742

汽车销售顾问销售技巧和销售话术培训

Car sales consultant sales skills and sales training

一、汽车销售顾问销售技巧篇

 

1、交易开始最关键的事

 

交易开始最关键的事,可能每个人都有不同的观点。但有一点很关键,不要和客户一开始就直入主题。就是说,不要一开始就把你的目的露出来给客户。你所做的一切动作,当然是为了把车销出去,可是你不能把目标暴露得太明显的,这样会让客户感觉到你的企图心太强了,从而,心中的抵触情绪就会更加明显!交易最初的关键要与客户建方初步的互信关系,同时逐渐的消除客户的抵触心理。三十六计第一计瞒天过海是最好的诠释了。你可以先用一些其它话题,比如先生(小姐)打哪来呀?然后很自然的引出很多话题。

 

2、交易开始次关键的事

 

交易开始还有一个关键之事,就是充分判断!你要最短的时间内判断客户的身份:是特意来看车?有明确目的性?或者根本就是随便转转,意在吹吹空调然后走人?同时,你要分辨出客户中哪个才是决策人物,而他又最受谁的影响呢?这样你就知道了你的话重心要朝谁!如果在交易之初你们就交换了名片,那么,你必须在最短的时间内记住名片上的重要元素:姓氏,地址,行业,甚至电话号是移动还是联通,尾数是什么?如果你能在之后的交流中,很自然的将客户的名片上的元素穿插在话题中,客户会有倍受尊重的感觉。

 

3、交易全程最关键的是什么

 

微笑和多提问。微笑,有一句名言,你对别人什么态度,别人会施以你同样的态度。就象回音石那样灵哦。多提问,也就所谓的SPIN销售法,具体的小编真不想介绍了,找不到就在百度上输入关键字,就出来了。

 

4、不要正面否定客户的任何观点

 

这并非要你完全听任于客户,那样你只会处于被动地位,令你无法很好控制局面,而局面你都控制不了,谈何顺利销售?正确的做法是,先肯定再否定。如顾客说xx比你的xx更好,比如哪哪更先进,你可以说:不错,是的.......,但是这样的话,就不会让顾客有明显的抵触。

 

5、销售结束,并非服务结束

 

有一句话是笑中国产品的,就是说中国营销界在轰轰烈烈的强调服务营销,如XX的售后服务是做得最棒的。但有人说,是因为中国生产水平低下,质量不行只能用服务来补。不管对或错,服务在营销中的确的非常重要的。一次客户的接待完成,或者一笔交易的完成,并非常是你销售的结束。相反,这是一个新的起点。我们说要强调售后服务,而作为汽车销售人员,你的售后服务是什么?时常保持与客户的联系,沟通,及至访问,因为一个客户会将你良好的服务水平传递至少24个朋友。这样你就拥有了二十四个潜之客户哦。

 

6、关于价格的异议

 

当客户提出你的汽车价格比别的的高,太贵了时,你可千万别象乡下小贩一样冒出一句一分钱分货的话来,这并不是说不对,而是说,你没有任何的说服力。你应该反问一句客户:能说说您是以那款车来作比较来认为这部车贵呢?这样,等于又向客户提出一个问题。客户这时一般会说,比如**车,那么,你这时就应该有机会用你的专业水平来以理服客了。

 

7、白天拼命工作,晚上要做什么

 

客观的说是除了睡觉还可以做些什么?你可以用来参加朋友聚会,与不同的新老朋友打电话,到各大汽车论坛上去看看。作为汽车销售老司机的一个经验之谈,建议你:

 

每天晚上在临睡之前温习一下你当天甚至近期所接触认识的客户、朋友,对新的客户名片,请一定做记录,于专门的笔记本上,同时回忆你们之间的交流过程。这样做的好处当然你知道。你想想,你去某个商店买了一次东西,过了三年,当时的服务员还认得你,你会不会挺高兴的?其实这里说的,也就是所谓CRM客户关系管理,汽车销售企业尤其重要,而你个人接触的客户信息,当然也很宝贵哦,要进行有效的客户关系管理,这些信息里面你要按你的标准分为几个等级,如一二三等(当然不要让客户知道),但你要有个计划,一等的客户,是隔星期至少打个电话,节日定要发信贺卡的人,二等的,是要常常发个电子邮件诸如此类的划分,这样会让你的关系网络越来越大,说白了就是有可能在你那买车的人越来越多。

 

二、汽车销售顾问销售话术篇

 

1、你们跟某品牌配置差不多,为什么价格高那么多呢?

 

客户心理分析

 

购车过程中,客户往往喜欢对比几个品牌,其中对价格尤为敏感,实际上客户并非在意差价,而是差价是否有价值,让客户感觉贵的有道理而愿意为之付出

 

应对要点

 

销售人员应该很自信的告诉客户,我们的车比竞争品牌贵,然后在详细列出贵的理由,并且至少列举5个以上的细节。展示某些独特的特征,让车子独一无二,与众不同。

 

话术示例

 

客户:你们跟某品牌配置差不多,为什么价格贵这么多?

 

销售顾问:您问的问题真的很好!没错,我们的车确实比某品牌贵!(对产品必须充满自信),当然我们贵有贵的道理,贵有贵的价值。实际上我们的车和某品牌的车配置上还是有差别的。比如他们的天窗都是小天窗,我们这款车配备全景天窗,外观漂亮,出游实用;我们的车配备倒车雷达,倒车时无须回头便可知道后面情况,提高倒车安全性,但他们的车没有;最重要的一点,这车空间大,无论是轴距,还是宽度,都是某品牌无法比的,宽大的空间使出行更舒适,另外后排脚部地板我们中间是平的,而某品牌是凸起的,当后面坐三人时,中间乘客会感到极不舒服,而且我们的不仅前排是双区空调,后排也有出风口,总之虽然价格我们贵了一点,但这些配置都是实实在在的东西,咱们买车不就图个方便,安全吗?

 

2、我是真想买,都过来好几次,再优惠点我就买了!

 

客户心理分析

客户三番五次进店,说明对我们产品非常感兴趣,客户想的是再多要点优惠,这类客户接待时处理得当,成交的机会非常大。

 

应对要点

感谢客户信任,给足客户面子,在尊重客户的情况下,解释不能再降价格的愿意,不断强化客户的利益,对于强烈要求降价的客户应尽量少让步,或者赠送精品作为让步筹码。

 

话术示例

 

客户:我都来好几次了,您再优惠些,我马上就买

 

销售顾问A:真不好意思让您跑了好几趟,我也知道您非常喜欢这款车,其实我也非常想做您这笔生意,只是价格已经是最低了,请您也理解,其实买车最重要的是适合自己,这款车无论是外观,空间,动力,油耗,配置都非常合适您,而且将来售后维修,配件等都便宜,对您来说都是很实惠的,您说是吧?

 

顾问B:真不好意思,让您跑了好几次,我也知道您非常喜欢这款车,我也想做您这笔生意,您也知道这款车目前在做促销活动,比以前销售优惠5000元,已经到最低价了,以前这个价格从来没有买过,如果还降价我真是为难了,不过我确实想教您这个朋友,要不这样,你要真想要,我向经理申请送些脚垫,坐垫,这样够意思了吧?

 

3、客户提出车身钢板薄不安全

 

客户心理分析

安全性能是每位客户都会关心的,而汽车钢板的薄厚与安全问题也一直被客户误解,销售顾问在回答客户问题时首先要肯定客户,理解客户的顾虑。

 

应对要点

首先要理解客户的顾虑,拉近关系避免对立,其次收集足够的钢板厚度与安全的关系,让客户信服

 

话术示例

 

客户:听说你们的车钢板薄,不安全!

销售顾问A:我理解您的担忧,市场上确实有这种误解,不应该以钢板厚度论安全,应该看权威机构实际的碰撞试验结果,如C-NCAP中国新车评价规程的碰撞试验结果,这些结果才是衡量汽车安全与否的标准

 

销售顾问B:你的心情我理解,但您的担忧完全多余,汽车的碰撞强度主要看钢板强度,以及底盘的结构,与钢板薄厚没有关系,这些车是新材料的应用,虽然不厚,但强度很大,比如高楼大厦,起决定因素的绝对不是外表的玻璃,而是加强梁和承重墙,汽车也一样,碰撞时要帮动能转化为其他能量,能起到吸收作用的是汽车本身结构而不是车身钢板。

 

4、我不想在谈了,你就说最低优惠多少吧?

 

客户心理分析

价格是影响消费者购买行为最重要的因素,很多客户喜欢讨价还价获得实惠,但没玩没了的讨价还价会使双方疲惫,因此客户谈价格时必须要降低客户期望,缩小客户的期望与我们成交价格的期望

 

应对要点

设置谈判的条件,今天能不能定,能交定金吗,自己能做决策吗。第二步控制客户的期望,例如降价变为赠精品等,让步阶段必须让客户感觉降价越来越困难,幅度越来越小,得到的实惠越来越少。

 

话术示例

 

客户:别说那么多,再优惠1000我就定了

销售顾问A:我很理解您的心情,也知道您有诚意买这款车,我也非常想做您这笔生意,但是我没有这个权限啊,价格已经到最低了

 

客户:那你就找你经理申请下吧

销售顾问:您要真能自己决定今天就买,而且带足了订金的话,我才敢去找经理呀?

 

客户:当然今天买啊,只要答应优惠1000元,我马上签合同,订车

销售顾问:那好吧,我草拟一份合同,价格就再优惠1000,您先签字,我再找经理申请,如果他同意了,那就成了,您说呢?


Car sales consultant sales skills and sales training

 

First, the car sales consultant sales skills articles

 

1. The most important thing in the beginning of the transaction

 

The most critical thing about trading begins, maybe everyone has a different point of view. But one thing is very important, don't go straight to the subject with the customer from the beginning. That is to say, don't expose your purpose to customers from the beginning. All the actions you do are of course to sell the car, but you can't expose the target too obvious, which will make the customer feel that your intention is too strong, and the resistance in the heart will be more obvious! The initial key to the transaction is to establish a preliminary mutual trust relationship with the customer, and gradually eliminate the customer's resistance. The "Thirty-six Meters" is the best interpretation of the first "Crossing the Sea". You can use some other topics first, such as Mr. (Miss), and then naturally lead to a lot of topics.

 

2, the transaction begins with the key things

 

There is another key thing in the beginning of the transaction, that is, full judgment! You have to judge the identity of the customer in the shortest time: Is it a special purpose to see the car? Is it clear purpose? Or simply turn around, intend to blow the air conditioner and then leave At the same time, you have to distinguish which of the customers is the decision-making person, and who is the most affected by him? So you know who your heart is going to be! If you exchange business cards at the beginning of the transaction, then You must remember the important elements of the business card in the shortest possible time: surname, address, industry, or even the phone number is mobile or Unicom, what is the mantissa? If you can communicate in the future, it is natural to put the customer's business card on The elements are interspersed in the topic, and the customer will feel more respected.

 

3. What is the most critical part of the transaction?

 

Smile and ask more questions. Smile, there is a famous saying, what attitude do you have towards others, others will give you the same attitude. Just like the echo stone. More questions, the so-called "SPIN" sales law, the specific Xiaobian really do not want to introduce, can not find the keyword entered on Baidu, it came out.

 

4. Don't negate any opinions of the customer.

 

This is not to let you completely be left to the customer, so you will only be in a passive position, so that you can not control the situation very well, and you can't control the situation, why can you sell it smoothly? The correct way is to affirm. If the customer says "xx is better than your xx, for example, which is more advanced, you can say: yes, yes...., but...", this will not make the customer have obvious conflicts. .

 

5, the end of sales, not the end of the service

 

There is a saying that laughs at Chinese products, that is to say, the Chinese marketing community is vigorously emphasizing "service marketing", such as "XX" after-sales service is doing the best. However, some people say that because China's production level is low, quality can't be supplemented by services. Whether right or wrong, service is really important in marketing. The completion of a customer's reception, or the completion of a transaction, is very the end of your sales. Instead, this is a new starting point. We say to emphasize after-sales service, and as a car sales person, what is your after-sales service? - Always keep in touch with customers, communicate, and visit, because a customer will pass your good service level to at least 24 friends. This way you have twenty-four potential customers.

 

6. Objection to price

 

When the customer asks that your car price is higher than other, too expensive, you should never come up with the words "a penny of goods" like a country hawker. This is not to say no, but rather, You don't have any persuasive power. You should ask a customer: Can you tell me that the car is a comparison to think that this car is expensive? This is equivalent to asking the customer a question. The customer will usually say at this time, such as ** car, then you should have the opportunity to use your professional level to "consider the customer."

 

7, work hard during the day, what to do at night

 

Objectively speaking, what else can you do besides sleeping? You can use it to join friends, call different old and new friends, and go to the major auto forums. As an experience of the old driver of car sales, I suggest you:

 

Every night before going to sleep, check out the customers and friends you have met on the same day or even in the near future. For new customer business cards, please make a record on the special notebook and recall the communication process between you. The benefits of doing this of course you know. You think about it, you went to a store to buy something. After three years, the waiter still recognized you, would you be very happy? In fact, what is said here is the so-called "CRM customer relationship management", car Sales companies are especially important, and the customer information you personally contact is of course valuable. To conduct effective customer relationship management, you must divide your information into several levels according to your criteria, such as one, two, three, etc. Let the customer know), but you have to have a plan, first-class customers, who are at least one phone call every other week, people who want to send a greeting card at the festival, second-class, is to send an e-mail and so on, so It will make your relationship network bigger and bigger. To put it bluntly, it is possible that more and more people will buy a car at your place.

 

Second, the car sales consultant sales speech articles

 

1, you are similar to a brand configuration, why is the price so high?

 

Customer psychoanalysis

 

In the process of buying a car, customers often like to compare several brands, which are particularly sensitive to price. In fact, the customer does not care about the price difference, but whether the price difference has value, so that the customer feels expensive and willing to pay for it.

 

Coping points

 

Sales people should be confident to tell customers that our cars are more expensive than competing brands, then list your reasons in detail and list at least five details. Showcase some unique features that make the car unique and unique.

 

Speech example

 

Customer: You are similar to a brand configuration, why is it so expensive?

 

Sales Consultant: The question you asked is really good! Yes, our car is indeed more expensive than a certain brand! (The product must be full of confidence), of course, we have expensive and valuable, valuable value. In fact, there is still a difference in the configuration of our car and a certain brand. For example, their skylights are small sunroofs. Our car is equipped with a panoramic sunroof, which looks beautiful and is practical for travel. Our car is equipped with a reversing radar. When you reverse the car, you don’t have to look back to know the situation and improve the safety of the reversing. But their car does not have The most important point is that the car has a large space, no matter the wheelbase or the width, it is incomparable to a certain brand. The large space makes the trip more comfortable. In addition, the rear foot floor is flat in the middle, and a certain brand It is raised. When sitting behind three people, the middle passengers will feel very uncomfortable, and our not only the front row is the two-zone air conditioner, but also the rear row has the air outlet. In short, although the price is a little expensive, these configurations are all Real things, let's buy a car is not convenient, safe?

 

2, I really want to buy, have come over several times, and then I will buy the discount!

 

Customer psychoanalysis

Customers have entered the store three times and five times, indicating that they are very interested in our products. The customers think that there are more important points. These customers are handled properly when they are received, and the chances of making a deal are very large.

 

Coping points

Thanks to the customer's trust, to give the customer a face, in the case of respecting the customer, explain the willingness to lower the price, and constantly strengthen the customer's interests, customers who strongly demand price reduction should try to make less concessions, or give the boutique as a concession chip.

 

Speech example

 

Customer: I have come several times, you can offer more, I will buy it right away.

 

Sales Consultant A: I am really embarrassed to let you run a few times. I also know that you really like this car. In fact, I also want to do your business very much, but the price is already the lowest. Please understand, actually buy a car. The most important thing is to suit yourself. This car is suitable for you in terms of appearance, space, power, fuel consumption and configuration. In the future, after-sales maintenance, accessories, etc. are cheap, it is very affordable for you, you say yes. ?

 

Consultant B: I am embarrassed, let you run several times, I also know that you like this car very much, I also want to do your business, you also know that this car is currently doing promotions, than the previous sales discount 5000 Yuan, has reached the lowest price, the price has never been bought before, if I still cut the price, I am really embarrassed, but I really want to teach you this friend, or else, you really want, I apply to the manager to send some feet Pads, cushions, is this enough?

 

3, the customer proposes that the body steel plate is thin and unsafe

 

Customer psychoanalysis

Safety performance is of concern to every customer, and the thinness and safety of automotive steel sheets have always been misunderstood by customers. Sales consultants must first affirm customers and understand customer concerns when answering customer questions.

 

Coping points

First of all, we must understand the customer's concerns, draw close relationships to avoid confrontation, and secondly collect enough steel plate thickness and safety relationship to convince customers.

 

Speech example

 

Customer: I heard that your car is thin and unsafe!

Sales Consultant A: I understand your concerns. There is such a misunderstanding in the market. It should not be safe in terms of steel plate thickness. It should be based on the actual crash test results of the authority, such as the crash test results of the C-NCAP China New Car Evaluation Procedure. The result is the standard for measuring the safety of cars.

 

Sales Consultant B: I understand your mood, but your worry is completely redundant. The collision strength of the car mainly depends on the strength of the steel plate and the structure of the chassis. It has nothing to do with the thin steel plate. These cars are new materials, although not thick, but not thick, but The strength is very high. For example, in high-rise buildings, the decisive factor is definitely not the appearance of the glass, but the reinforcing beam and the load-bearing wall. The same is true for the car. When the collision is to help the kinetic energy to be converted into other energy, it is the structure of the car itself that can absorb the function. Not the body steel plate.

 

4. I don't want to talk about it. How much do you say the minimum offer?

 

Customer psychoanalysis

Price is the most important factor affecting consumers' purchasing behavior. Many customers like to bargain for benefits, but bargaining without having to play will make both parties tired. Therefore, customers must lower customer expectations and reduce customer expectations and transaction prices when they talk about prices. Expectation

 

Coping points

Set the conditions for negotiation, can you decide today, can you pay the deposit, can you make a decision? The second step is to control the customer's expectations, such as price cuts into gift boutiques. The concession stage must make customers feel that price cuts are becoming more and more difficult, the range is getting smaller and smaller, and the benefits are getting less and less.

 

Speech example

 

Customer: Don't say so much, I will set a discount of 1000.

Sales Consultant A: I understand your feelings very well. I also know that you are sincere in buying this car. I also want to do this business very much, but I don't have this permission. The price has been reduced to a minimum.

 

Customer: Then you can ask your manager to apply.

Sales Consultant: If you really want to buy it today, and if you have enough money, can I go to the manager?

 

Customer: Of course, buy it today, as long as you promise a discount of 1,000 yuan, I will sign the contract and book the car.

Sales Consultant: Well, I drafted a contract, the price will be discounted 1000, you sign first, I will apply for the manager again, if he agrees, it will become, you say?

 

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