Introduction and presentation is a very important stage. Because after the first two stages, on the one hand, I made friends, on the other hand, I learned about each other's needs and expectations. At this time, the salesperson must decide which way, process and technique to introduce and show the car in order to really impress the other party's heart.
This is the result of diagnosis, and experienced salespeople may use different introduction and demonstration methods for each different potential customer. At least, the emphasis of introduction and display can't be the same.
Personalization of introduction and display
The prospective customer who goes to the exhibition hall is an independent individual regardless of his identity and role. He has a special personality, hobbies, shopping habits, and even a person's tone, intonation, gestures, and clothes all send out special buying instructions or signals. Experienced salespeople will handle this critical contact process in different ways, attitudes and methods according to these characteristics.
Methods of introduction and display
Emphasis of introduction and display: performance and convenience; Comfortable enjoyment; Economy and saving money; Status and identity; Quality and safety.
In this process, try to avoid too many car terms unless the other party is an expert; Try to explain the characteristics of equipment, performance and parts in a way that is useful, beneficial, convenient and beneficial. The best way is to let customers experience it for themselves.
Matters needing attention in introduction and display
Know the needs and expectations of customers; Perceptual experience; Atmosphere and customer participation are very important; Pay attention to customers' understanding; Give customers enough time to digest information; Sensitive to the environment and each other's reactions.
Introduction and exhibition conclusion
Display is an important link in the process of automobile marketing. Your presentation should not only tell customers what your product is and what it looks like, but also tell them what your product can meet their needs.
Customers don't just buy a car, especially when the car is of high grade. Don't make yourself too much like an auto expert, which will hurt customers; You can't be more ignorant of cars than customers, otherwise you can't sell cars.
Second, test drive test ride
Theoretically, test drive is the best way. In some developed countries, prospective customers are even allowed to drive their cars home for a test drive and return them to the company one or two or three days later, because only the driving experience is the best proof of persuasion. Short journey, about 15 minutes to 30 minutes, is the most common test drive, which is driven by prospective customers and explained by sales staff (only driven by sales staff, observed by prospective customers, called test drive).
At present, under the premise of consumers' relative lack of awareness and loyalty to automobile brands, almost all automobile dealers regard test drive as an important daily marketing project. This can also be called a kind of dynamic marketing, which personifies the cold machine of the car and makes the car culture spread in the close interaction between people and cars.
Nowadays, the automobile enterprises in China regard the test drive as an eye-catching stunt, and they also talk that the test drive does not promote automobile marketing. In fact, the first is the positioning of the activity itself, and secondly, their so-called test drive and marketing test drive are not a concept.
Test drive in marketing refers to answering customers' questions through test drive after completing a series of marketing steps or when customers have not completely dispelled their doubts about whether to buy, thus contributing to the success of marketing. However, some dealers just take the test drive as the slogan and regard customers who have never communicated at all as the behavior of production and sales after the test drive, which is only an illusion in itself and a misunderstanding and misuse of the test drive.
End of test drive
This kind of law is discouraged. In the following cases, it is best to avoid test drive or test drive: that is, when introducing and displaying, the customer has been fully persuaded to decide to buy, and this requirement has not been put forward; Because this is to avoid complications.
Third, financial services.
Automobile financial service is a financial activity to provide funds for automobile production, circulation and consumption, which mainly includes fund raising, credit application, mortgage discount, securities issuance and trading, and related insurance and investment activities. From a global perspective, 70% of private car sales are through financing and 30% are cash purchases. The proportion of car purchases through financing in the United States is 80%-85%, Germany is 70%, and India is 60%-70%. However, China's auto finance service lags far behind developed countries.
This paper discusses automobile marketing, mainly discussing the competitiveness of financial services in automobile consumption. Now briefly discuss from two aspects:
Car purchase financial service
In the advanced purchasing environment, financial services are becoming more and more important. Especially the company's commercial vehicles or self-employed vehicles, good financial services can win the trust of customers and reach a deal. Generally, there are three aspects:
Understand the customer's financial situation
Understand the customer's financial situation and loan demand, and make reasonable arrangements and help for customers. At the same time, understanding customers also includes previous borrowing or leasing experiences.
Introduce various financial services.
Introduce the contents, advantages and disadvantages of various existing financial loans, installment payments and leases to customers for their choice.
Provide various financial services.
Provide in detail the fees for licensing fees, road maintenance fees, road maintenance fees, insurance fees and other items and the payment by installment.
Discount service
People pay more and more attention to used cars, and some car dealers have lost no time to launch the trade-in business of cars. Trade-in service can reduce the pressure on the customer when buying a new car and enhance his goodwill towards the sales staff. Trade-in business has strengthened the competitive advantage of enterprises;
Customer participation
In the process of valuation, let the owner participate in the whole process and familiarize him with the contents of the second-hand car price reference manual.
Evaluation service
Mechanical evaluation, function test and test drive are carried out by technicians in our factory.
Reasonable suggestion
Technicians provide suggestions on functions or components that need urgent maintenance.
Perfect valuation
Draft a complete budget. Completely record the approximate reference price, actual price adjustment and mileage adjustment of the car, and immediately make a decision on the intended purchase price of the used car and inform the customer.
Automobile financial service conclusion
Automobile financial service has become the pillar of the automobile industry internationally, but China's automobile financial service is still in its infancy. No matter from the laws and regulations, or practical experience are very lacking. And a series of car fraud and loan fraud incidents have made the already weak auto financial service market worse.
The used car business is even more chaotic. Car dealers want to do business? All of them? Well, that's really hard. Incomplete laws and policies, imperfect market development and incomplete automobile talents all show great obstacles to the used car market.
Four. Handling of objections
Objection handling is the process of completely answering customers' questions and dissatisfaction. In the decision-making process, customers usually raise objections. If you can't handle the objection to the customer's satisfaction, it will be difficult to achieve sales.
Why do customers object?
That is, customers are not satisfied with the service attitude of products, brands, distributors and sales personnel;
There are misunderstandings about the focus of the above problems;
Expressing distrust of the explanation, guarantee or manufacturer's guarantee of the salesperson;
Probe the sales staff to confirm whether they have been cheated;
An excuse for bargaining;
Pretend to be a buyer;
There is no intention to buy at all;
Other reasons.
How to handle customer objections?
Ways to deal with general objections: first, identify the real content of objections and their motives respectively: find out differences and eliminate doubts and misunderstandings; Then explain and persuade to achieve * * * knowledge.
Distinguish the contents of objections
If you don't solve the objection raised by the customer, you won't get the result of sales if you care about him. The content of the general customer objection will only be unilateral, and you don't need to make a big turn to solve it. Therefore, customers' objections should be explained directly, instead of beating around the bush and telling a lot of reasons why customers don't like to hear.
Determine the objection motive
The customer does not agree with the product. He has no certain purpose, but it is not necessarily that there is something wrong with the product or the seller. Only by distinguishing the motives of customers' objections can you do targeted work to deal with and solve their objections. Objection may be an excuse, a complaint, a reservation, a bargaining tool or a real objection.
If the customer's objection is an excuse not to buy, then you should understand the reason why the customer doesn't buy, instead of staying on the handling and explanation of the objection.
If the customer's objection is a complaint, then you should think carefully about what the customer really wants. At this time, the complaint is often not the product itself, but the service itself that you and your customers can feel.
If the customer's objection is reservation, you'd better communicate with the customer more.
If customer complaints are a means of bargaining, then you should grasp the bottom line of both parties. You can only make customers feel that you have won this round of negotiations, but in fact you have succeeded. This is the best way.
If the customer's complaint is a real objection, then you can only impress him with your sincerity, the essence of the product and the service. Salespeople often talk about their products, and at the same time, make their opponents vulnerable. Once such people are beaten by customers, they will be in a mess, and then compete with customers, and the result is to drive them away.
Find out the differences between the two sides.
The so-called disagreement means that the customer does not admit that what you said is true or correct.
First of all, we must admit that we are not all right, so as to ensure that we do not teach our customers as teachers;
Secondly, we should respect the opinions of customers, no matter how incorrect they are in your opinion.
Third, put forward your ideas reasonably and carefully, not the correct answers.
Propose a solution
How to solve the problems of both sides is a game behavior between salespeople and customers. Salespeople do not rely on enterprises, products or even services, but respect, understanding and recognition.
Conclusion of objection handling
Every time a transaction is concluded, customers will raise some objections. Perhaps the objection doesn't seem to have an essential impact on the result, but if it can't be solved reasonably and satisfactorily, it will often lead to the failure of sales. Objection handling follows a four-step model:
Step one: demonstrate the content of the objection? Answer the customer's objection directly.
Step 2: Determine the motivation of the objection? Explore the customer's psychology and understand the customer's motivation.
Step 3: Find out the differences between the two sides? Put yourself in the customer's shoes.
Step 4: propose a solution? Respect customers and propose reasonable methods.