(2) In the process of sales promotion, gradually master automobile sales skills, learn to contact and communicate with customers, and cultivate and improve the ability to deal with customer objections;
(3) Through practice, we can deepen our understanding of the position and role of automobile specialty in the national economy, consolidate professional ideas and stimulate enthusiasm.
(4) Adapt to the society more quickly, and improve their comprehensive quality and ability to communicate with others;
(5) Understand the brand, price and performance of the internship company's cars, and master the main selling points of various cars.
(6) Through the practice of "six-point introduction", we can further deepen our understanding of automobile structure, master the working principle of each component, and further understand the working principle and application of new automobile technology.
Fourth, the main content of the internship
1. Introduction of the 4s shop or sales company where the internship is held.
Ling Chiang Automobile Sales & Service Co., Ltd. is a private joint-stock enterprise established in 1997, located at No.85 Jingjiang South Road, Linhai City (next to 104 National Road). It is the only authorized first-class agent of jiangling motors Group in Taizhou, and it is a franchise company integrating vehicle sales, spare parts supply, special maintenance and information feedback. Now there are sales department, marketing department, management department, maintenance center, spare parts department and information feedback department. The company has first-class standardized automobile exhibition hall, modern automobile maintenance workshop, large-scale automobile parts transfer warehouse and a group of well-trained high-quality talents. The company implements the customer satisfaction-oriented business philosophy and provides customers with one-stop quality services such as car purchase, insurance, licensing, credit consumption, maintenance, spare parts supply, emergency rescue, booking complaints, and three-guarantee claims. The company mainly sells Jiangling Baodian pickup truck, Kaiyun van, Ford Transit, Landwind two-door off-road vehicle, Landwind four-door suv and other major models, and also undertakes the after-sales service of all models of Jiangling. In order to facilitate customers to buy cars and improve the sales network, the existing six self-owned or cooperative dealer companies, including Fanglin Automobile City Quanshun franchise store, Wenling Jin Dian, Tiantai New Century, Xianju Wanda, Sanmen Branch and Taizhou Jiangling Quanshun Automobile Sales and Service Co., Ltd., have passed the ISO 900 1: XX quality management system certification, 5s on-site management and Ford serverXX certification, and have been awarded "high-quality civilized demonstration enterprises" in automobile maintenance by Taizhou Highway Transportation Management Office every year.
2. Describe the sales promotion process in detail according to the "nine-step sales method"
I joined Ling Chiang Automobile Sales Co., Ltd. in February this year. In the first two months in the company, due to lack of sales experience and unfamiliar sales process, the company arranged for me to concentrate on my study first. When the sales consultant is receiving customers, I stand by and learn how to receive them. At the same time, constantly consolidate their business knowledge. Although this period of time is a bit long, I began to officially receive customers at the end of April. Here, I will take one of them as an example to illustrate.
1. Reception
This is the beginning of sales. Before receiving customers, you should check your instruments and work folders and get ready for sales. My first customer drove to the exhibition hall to see the car. First of all, I will meet him at the door, then give a welcome speech, get to know each other in the exhibition hall, submit my business card, and then take it to the rest area, so that customers can have a drink of water first.
consult
At the same time of reception, you can consult the customer about the purpose of buying a car, learn more about the customer's needs (configuration, performance, power and use) through conversation, and then analyze the needs to determine the type of customers.
3. Vehicle introduction
This is the most serious link in the sales process, which directly affects the psychological needs of customers.
1) two meters ahead of the 45 car
Traditionally, European cars pay attention to the combination of tradition and modernity, and also show some performance in the front face modeling. Especially compared with other Peugeot models, its inherent temperament makes people feel the pride of the brand. The area of the 307 front windshield is 1.46m2, which ensures a good front view.
"Come with me.
Come home with me: after turning off the ignition switch, lift up the joystick of the light combination switch, and the headlight low beam will automatically turn on and off after about 1 minute, providing extended lighting for the car after parking at night.
2) Right in front of the car
Hood: The hood of 307 is made of aluminum alloy, which greatly reduces the weight and improves the strength compared with the traditional steel plate. The hood is supported by simple and reliable pillars. The main consideration is that the opening angle of the hood is less than 90o, and its reliability must be guaranteed, otherwise it will affect the necessary maintenance and other operations in the engine compartment. There is no sound insulation pad commonly used in Japanese cars on the hood. The function of this part of the sound insulation pad is mainly to reduce the engine noise transmitted to the outside of the car at idle speed, which is completely useless to the noise level in the car that we should pay attention to. The four-cylinder engine of 307 is very quiet at idle speed. At the same time, this soundproof pad will affect the heat dissipation in the engine compartment.
Sound insulation: the main part that affects the noise inside the car is the tail of the engine, which is also called the sound insulation treatment of the firewall. Visible part has a large sound insulation pad, covering almost the entire firewall surface. In addition, there are wax injection and foaming filling materials in the inner cavity. The use of these materials makes the interior noise level of 307 have excellent performance in different speed ranges.
3) Right side+passenger seat
The front fender made of 307 high-strength composite material can effectively reduce weight while improving strength. At the same time, due to its excellent elasticity, the fender can recover its deformation under the impact of general strength and fall off under the impact of high strength, thus minimizing the maintenance cost. And because of its good elasticity, it also plays a protective role for the third party.
Braking: 307 adopts front ventilated disc/rear disc brake, equipped with bosch8. 1 abs system+electronic braking force distribution system +eva emergency braking assistance.
307 glove box has a volume of 17.5 liters, and there is a special place inside for storing or fixing different items. The glove box can be opened or closed by the internal knob switch, thus realizing the function of refrigeration or heat preservation. When the glove box cover is opened, it has the function of shock absorption to prevent articles falling too fast from falling. The glove box cover can be locked with a key.
The fuel tank cover of 307 needs to be opened with a key, and the car key cannot be pulled out after opening, so as to avoid the loss of the fuel tank cover, because it is extremely dangerous not to cover the fuel tank after filling it up. This design reflects Peugeot's emphasis on safety.
4) Rear seats
Window: The rear window area of the 307 is very large. For safety reasons, the rear window glass can only be lowered to about 1/3; At the same time, considering that there are often children in the back seat, under normal circumstances, the rear window glass cannot be controlled independently. With the consent of the driver, you can press the centralized control switch on the driver's door first, and then control it with the window control switch on the back door.
Child lock: The design of 307 rear door child lock requires the use of keys to avoid frequent misoperation of paddles.
Seat folding: 307 rear seats can be folded forward at the ratio of 4/6, further expanding the storage space in the car. At the same time, due to the comma design of the rear headrest, the folding seat does not need to disassemble the headrest, and the operation is very simple.
Headrests and seat belts: 307 is equipped with safety headrests and three-point seat belts at three positions in the back row, and the seat belts on both sides are also limited, which reflects Peugeot's same safety standards for all passengers.
5) Behind the vehicle
The trunk volume of 307 is 620l (water volume method), which is the largest in its class, and the main user groups at this level have the highest requirements for the use of trunk. The interior of the trunk is very regular, which is convenient for putting items of various sizes. Eight hooks are distributed on the floor, back and top of the rear seat, and luggage can be separated or fixed through the trunk floor net.
Trunk lid: 307 trunk lid is opened and connected with the central locking system. The trunk lid adopts pneumatic struts and hinges, which are very easy to open and close, and this design will not occupy the trunk space at all; Because the opening angle is 1 13o, even if the pneumatic prop fails, it can still be opened without affecting the operation.
Taillight: 307 is an integral taillight with flame shape and led design. Its functions include: width indicator, brake light, turn indicator light, reversing light (one on the right) and rear fog light (one on the left). There is also a high-position brake light above the rear windshield. The trunk is behind the taillights and has two plastic valves. Turn the screw on the taillight bulb with a coin to facilitate the maintenance or replacement of the taillight bulb.
6) Cab
Active safety footrest: domestic cars of the same class take the lead in providing comfort for driving and ensuring safety. After a collision, they actively deform to ensure the safety of the driver's feet, which is a passive safety device.
Central display screen: The position of the central display screen fully reflects the consideration of safety. While consulting all kinds of information, it reduces the time for drivers to leave the road and provides good driving assistance. Provide a variety of information: outdoor temperature, date, time, audio information, driving computer information, vehicle fault tips, door.
Open state and so on. The importance is displayed with graphic symbols, which is clear at a glance.
Central control anti-theft: the ultra-strict anti-theft system is at the leading level in the whole domestic automobile industry, which embodies the leading technology and the care for users. Central lock: remotely lock the car, remotely close the window and skylight, and remotely find the car; Anti-theft system: engine anti-start, outside alarm, super lock function, inside airflow alarm (can be cancelled by setting).
The passenger seat airbag is turned off: the front seat child is fully protected, and the reduction of user maintenance cost is secondary. The operation is simple, and there will be corresponding prompts (dashboard and central display screen) after closing.
4. Test run
After introducing the whole car to customers, customers may be impressed with you, but they will not sign the bill with you immediately. So, even if you have introduced the car very well when introducing it, it is only lip service after all. It is suggested that customers test drive, which can not only further experience the performance of the car, enjoy the control of the car, but also bring customers the impulse to sign the bill (sales bill). So, give it a test drive.
5. Quotation negotiation
The customer has basically confirmed that he wants this car, and the configuration and performance are also known. Then he sat down to negotiate the offer. This is the most difficult step in the sales process. Every 4s shop has its own exhibition hall quotation, and customers are often not satisfied with it. There are customers who charge too much and exploratory customers. To this end, we must understand the acceptable price in their minds by talking to customers. As long as we master it, it will become easy. Bargaining is a long and patient process, and you need to constantly accumulate your own negotiation skills.
sign a contract
The customer has accepted your quotation, and then the sales contract will be prepared. According to the customer's own information, first fill in the customer's name, address, contact information and other relevant information in the contract. In addition, the specific information of the vehicle type should be stated in the contract, such as: manual transmission or automatic transmission, 1.6l displacement or 2.0l displacement, mortgage or full payment, whether to pay a deposit, etc. Finally, let the customer confirm the information in the contract, and then let the customer sign and the sales consultant sign.
7. Deal
The transaction and signature are carried out at the same time. Since the contract came into effect, as long as the customer pays all the expenses for the car purchase, the transaction is over.
8. Delivery
This is the happiest and most anticipated link for customers, but it is also the most important link. When handing over the car, you should prepare: delivery list, user manual, expert advice, contact information of national dealers, maintenance warranty manual, antenna, key (including spare key, tooth code, password bar), cigarette lighter, etc. When handing over the car, you should carefully explain the purpose of each part to the customer, which is a bit like the previous six introductions, but it is subdivided into various parts. This session will take at least 30-40 minutes. Finally, you will send a gift, take a group photo and salute.
9. After-sales service
At the same time of delivery, remember to introduce the service consultant of the after-sales department to the customer. This will bring a lot of convenience to your future work and professional after-sales service to customers. Pay a return visit to customers three days after delivery, boast that customers have their own cars, remind customers to come in and introduce old customers, and make a return visit plan for customers.
A summary of verb (abbreviation of verb) practice
I never felt that I would have any problems in sales before. I am also an active member of the school. People around me also said that I didn't report any mistakes in my major now and I didn't doubt myself. However, after I arrived at the company, I realized how conceited I used to be. I don't know much about professional knowledge and some basic etiquette. When I first started my internship, the pressure was really great. I used to feel talkative, as if I had lost the ability to communicate with others. I dare not say anything in front of my customers, lest they ask me questions. Although I think about it now, that fear really existed. For a while, I just wanted to. I gradually developed a state of madness and sadness for myself. The young me is gone. Fortunately, I didn't sink, just adjusted myself properly and regained my confidence. I believe that although I don't know much, I can charge myself and make myself shine. Moreover, I found that I did it, and I really felt the meaning of a sentence, that is, ".
In addition, to do a good job in car sales, we should not only have a full understanding of our own cars, but also have a full understanding of the cars of competitive brands. I didn't think it was necessary before, but I thought it was very important after the internship. Let's "know ourselves and know ourselves, and fight every battle."
Generally speaking, I think sales is a combination of economics, consumer psychology and other disciplines. If you want to remain neutral in sales, you must be able to fully combine these and sublimate yourself through practice, so that you can become an excellent salesperson.
Sales is not that difficult, but it is difficult to be a good salesman. This involves many problems. I know I'm not very competent and need more training and practice. However, I can't fully demonstrate my ability in the internship. I need more training and study. I believe I will be an excellent salesman in the future.