How to improve the car sales skills? Car sales consultants must sell cars
How to improve the car sales skills? Car sales consultants must sell cars
Car sales skills, car marketing process
一. Introduction and display
Introduction and presentation are the first very important stages. The salesperson must decide which way, process, and method to use to introduce the car to truly touch the other person's heart. To learn to choose the right vehicle for the customer from the customer's point of view, we must first understand the customer's psychology and ideas, the starting point and budget of the vehicle. Sophisticated sales people may use a different set of introductions and presentations for each of the different prospective customers. At least, the focus of presentation and presentation cannot be the same.
1. Personalization of introduction and display: The prospective customer to the exhibition hall, regardless of his identity and role, is a single individual who has his special personality, preferences and shopping habits. Even a person's tone, intonation, gestures, and clothing exude special purchase guidelines or signals; experienced salespeople rely on these characteristics to handle this critical contact process in different ways, attitudes, and methods.
2. Ways and means of introduction and presentation: performance and convenience; comfort and enjoyment; economy and economy; status and identity; quality and safety. In the process, try to avoid too many terms in the automotive industry, unless the other party is an expert; try to explain the characteristics of equipment, performance, and parts through the use, benefits, convenience, and interests. The best way for customers to experience it first.
3. Introduction and display notes: recognize customer needs and expectations; pay attention to the experience of perception; atmosphere and customer participation is very important; pay attention to customer understanding; give customers enough time to digest information; response to the environment, each other sensitive.
4. Introduction to the presentation: The introduction of the car marketing process is an important part. Your presentation not only tells the customer what your product is, how, but also tells your customers what your product can meet his needs.
二、 test drive test ride
In theory, test drive is the best way to automate marketing. In some developed countries, even prospective customers are allowed to take the car home to test the car, and return it to the company one or two or three days later; because only the experience of driving the car is the best proof of persuasion; a small distance, about It is 15 minutes to 30 minutes. It is driven by prospective customers. The test driver explained by the sales staff is the most common (only the salesperson drives, and the prospective customer observes it is the test drive). At present, under the premise that consumers' awareness and loyalty of car brands are relatively lacking, almost all car dealers will test drive as a daily and important marketing project. This can also be called a dynamic marketing, which gives the car a cold machine a personification, allowing the car culture to spread in close proximity.
Today's Chinese auto companies regard the test drive as an eye-catching gimmick, and talk about the test drive that does not promote car marketing. In fact, this is first and foremost the positioning of the activity itself; secondly, their so-called test drive and marketing test drive are not the same concept. The test drive in marketing refers to the problem of answering the customer by test drive when the customer has not made substantial progress after completing a series of marketing steps, or when the customer has not completely dispelled the purchase. The success of marketing. Some dealers only use the test drive as the slogan, and the customers who have not communicated at all have acted as sales after the test drive. This is just a fantasy and a misunderstanding and misuse of the test drive.
三, financial services
Auto finance services are financial activities that finance funds in the production, distribution and consumption of automobiles, including fund raising, credit utilization, mortgage discounting, securities issuance and trading, and related insurance and investment activities. From a global perspective, 70% of private car sales are financed and 30% are cash. The United States accounts for 80%-85% of the purchases by financing, 70% in Germany and 60%-70% in India. China's auto finance services lag far behind developed countries.
1. Car purchase financial services
Financial services are becoming more important in an advanced buying environment. Especially for the company's commercial vehicles, or self-employed vehicles, good financial services can win the confidence of customers and reach a deal. There are generally three aspects:
(1) Understand the financial status of customers
Understand the customer's financial status and borrowing needs, and make reasonable arrangements and help for customers. At the same time, understanding customers also includes previous lending or leasing experience.
(2) Introducing various financial services
Introduce customers to the current various financial lending, installment payments, and the content, advantages and disadvantages of leasing, for the other party to make choices.
(3) Providing various financial services
Provide detailed fees for the licensing, road maintenance, road tax, insurance and other items and installment payment methods.
2. Trade-in service
Used cars are becoming more and more people's attention, and some car dealers have also unveiled the car's trade-in business. The trade-in service can alleviate the pressure on customers when buying new cars and strengthen his affection for sales people. The old-for-new business enables companies to strengthen their competitive advantage:
(1) Customer participation
In the process of valuation, let the owner participate in the whole process and let him familiar with the contents of the used car price reference manual.
(2) Evaluation service
The mechanics of the factory make mechanical evaluation, functional test and test drive.
(3) Reasonable advice
The mechanic provides advice on features or parts that are in urgent need of repair.
(4) Perfect valuation
Prepare a complete estimate. The general reference price, the actual price adjustment of the car, and the driving mileage adjustment are fully recorded.
Immediately make a decision on the purchase price of the used car and notify the customer.
3. Automotive Financial Services Conclusion
Auto finance services have become a pillar of the auto industry in the world, but China's auto finance services are still in their childhood. No matter from laws and regulations, or from practical experience, it is very lacking. And a series of fraudulent car fraud incidents, even more so that the weak auto financial services market is worse.
The used car business is even more chaotic. Car dealers have to give the business "all", it is really difficult. The incompleteness of the legal policy, the imperfect market development, and the incompleteness of the automobile talents are all manifested in the second-hand car market.
Marketing psychology skills of car sales skills
1. Understand the background of the customer
Understand the customer's background, including: the customer's car experience, the type of customer's decision-making behavior. If the customer has a car buying experience, he will have his own set of opinions on the car purchase, and there will be harsh requirements for the new car if there is any dissatisfaction with the previous car. The type of customer's decision-making behavior, choose whether to judge whether the customer has the right to purchase, or the proportion of the right to purchase. Once you understand it, you can proceed to the next negotiation.
2. Establish customer comfort
The most taboo negotiation is the tight negotiation atmosphere. Any turmoil may cause the negotiations to break down. Therefore, the car sales consultant must create an atmosphere that allows customers to deliver and comfort, so that the customer does not have any psychological burden, and openly talk about his own real thoughts.
3, to obtain customer trust and goodwill
Many times, sales are not selling products, but selling themselves. If the car sales consultant can use his personality charm, let the customer have a good impression on you, trust you, then your sales can be said to be unfavorable! Car sales can infect customers from their professionalism, enthusiasm, affinity, etc., and draw closer to customers. Make favorable negotiation conditions for yourself.
4, care about customer needs
When customers enter your store, they are all carrying: don't be burdened by the psychological burden of slaughter. The car sales consultant must eliminate the psychological barriers of the customer and tell him with practical actions: I am not trying to earn your money, but to help you choose the car that suits you best! Thinking about the problem from the perspective of the customer will make the car sales more able to grasp the customer's heart.
Car sales skills, car marketing, common important words
1. How much is this car?
This is a very straightforward question, but in a car sales speech, the salesperson can't simply answer a question. Salesperson's answer: "Mr./Miss Hello, our car's price positioning is more user-friendly, it is configured according to the customer's actual situation, so the price will be different." Then according to customer situation For quotes of different configurations, it is forbidden to quote the lowest price to the customer from the beginning. Because even if you report a low price, even if the configuration is good, the customer is not willing to pay a higher price.
2. How much can I offer?
This problem must not be revealed at once by the low price that the company gives you. One of the skills of car sales is to grind with customers. The salesperson can tell the customer: Our price is very favorable, and there are many discounts and gifts in this price. The sales price is directly related to the income of the company and personal commissions. It is better not to give gifts to customers than to drop them.
3. What other gifts are there?
People who do car sales understand that the company has a lot of accompanying products to give to customers, but it is not free to send. In the case of convincing customers, try not to give customers extra gifts, because gifts also cost, giving gifts is equivalent to reducing their commission. In the car sales speech, we can tell the customer: We have already given you a lot of gifts. If we send it at this price, we will lose money and it is difficult to explain to the company. When you meet a customer who insists on sending something, you must tell the customer that I will help you to apply to the superior to let the customer feel that the gift is indeed valuable and that you helped him.
4. How is it so much more expensive than online?
This problem is a very good question in the car sales speech, the car salesman must first affirm the customer when answering. It can be said: Well, our price is indeed a little higher than the online, but you also know that the online things are more virtual, you don't dare to buy a car directly on the Internet, right? And our price configuration and service is There is no online, so this configuration and after-sales service is not expensive for this price.
5. How much does this car sell at the lowest price?
The customer said that this is a statement that he really wants to buy this car. The car sales speech can't be happy with the customer. It should be explained with the customer about the advantage of this price. If the customer insists on which price to buy, it can be reduced in the gift and after-sale service.
6. When can the car reduce the price?
At this time, the customer is in a wait-and-see stage, that is, he really wants this car but just thinks the price is not suitable. The salesperson must not be able to return to the customer's time or not knowing what to do, but to seize the advantage of the car he wants to attack the customer again. In the car sales speech, it can be said that this car is very popular in the market, it is difficult to have room for price reduction in the near future, and on the basis of this price, the additional gifts we give are also reduced a lot.
7. Then I will go back and think about it?
The clever car salesman understands that this is the customer who hints to the salesperson that he wants the car, and the salesperson must not let the customer go. Car sales skills can capture the customer's psychology: "Do you have any concerns? I have any questions I can help you answer."