What is the prospect and potential of automobile sales? What is the basic income?
The automobile industry is still a sunrise industry in China, and the automobile industry in China has a rapid growth period of nearly 30 years. At present, the number of cars owned by families in China is less than 40 million, and hundreds of millions of families in China have not bought cars. The huge consumption potential attracts worldwide attention! Automobile consumption is lifelong consumption. Customers buy not only the car itself from you, but also credit, insurance, spare parts, maintenance, repair, modification, license plate, decoration, beauty and annual inspection. Some customers need compensation for accidents and even sell their cars as used cars. Every link is a profit point and a commission point. If your sales service can satisfy customers, will customers still be willing to hand over the follow-up service to others? Make friends with customers and they will introduce you. You have served a customer well, and your income is at least equivalent to selling three new cars. Although the basic salary of a new car sales consultant is only 800- 1000 yuan, the commission is only a few hundred yuan. But with insurance, decoration, licensing and other business commissions, selling a very ordinary car, the commission is very high, and you can get hundreds to more than one thousand yuan. Foreign professional car salesmen not only sell cars to customers, but also sell insurance, real estate, travel, air tickets and so on. The sales industry in China is growing, but it is far from mature. Today abroad is tomorrow at home, and the potential and future of automobile sales consultants can never be underestimated. We can wait and see.
What knowledge and professional skills should you have to do a good job in automobile sales?
To do a good job in automobile sales, we must at least achieve "six understandings", namely:
Know the car: master the analysis tools of structure, performance and cost performance; Second, understand the market: master the industry background, overall market situation and market dynamics;
Third, understand marketing: master and properly use the essence of marketing; Understand sales: master sales process, sales words and sales skills;
Understand service: master the methods of sales process service and after-sales service; Know the customer: master the customer's mentality, consumption psychology and decision-making mode.
To do a good job in car sales, we also need "three haves", namely:
First, there is a plan: follow the sales law and advance the work in a planned and solid manner; Second, there are skills: follow the psychological pertinence of customers and adopt attack tactics;
Third, perseverance: follow the law of success, constantly improve the work and upgrade.
Question 2: What is automobile sales 15? Generally speaking, automobile sales is automobile sales consultant, which is a position to provide customers with car purchase reference and service.
Usually, you need to receive training about your own brand of models and cars first.
Then, when receiving customers, through sales skills, analyze customers' purchasing needs, explain his intended models to customers, arrange delivery procedures for customers after buying a car, hand over the car to customers in good condition, and answer his related questions about the car in the process of using the car.
Automobile sales consultants should be familiar with their own brand models and selling points, as well as the relevant knowledge of competing brand models, so as to make comparative analysis for customers. At the same time, you also need to know about automobile products, auto insurance, car loans and other businesses.
Because 4S stores will provide customers with insurance and loans, boutique sales business.
Automobile sales consultants should also be familiar with the relevant processes, procedures and material preparation in the process of automobile purchase, licensing and tax payment. At the same time to provide customers with comprehensive and thoughtful services.
Because for most customers, the automobile sales consultant is the first person to consult when he encounters problems during and after buying a car.
Question 3: What is automobile marketing?
The influence of brand-new concepts that appeared in the 1950s on marketing and marketing behavior can be described by John? McKitterick put forward "marketing concept" in 1957. Marketing has changed from the traditional business concept of taking products as the starting point and sales as the means to increase sales to the marketing concept of taking customers as the starting point, using marketing mix as the means to meet consumers' needs and obtain profits, which is recognized as the "first revolution" of modern marketing. This "revolution" requires enterprises to reverse the position of the market in production. In the past, the market was the end of the production process, but now the market has become the starting point of the production process. It used to be "sales by production", but now it is "production by sales". The marketing activities based on paying attention to consumers' needs make consumers actually participate in the formulation of production, investment, development and research plans of enterprises. These new concepts and theories not only lead to the expansion and strengthening of sales functions, but also promote the corresponding great changes in the organizational structure of enterprises. The sales department is not only independent of other functional departments of the enterprise, but also becomes the core department of the enterprise's market activities.
The 1960s was another golden decade for the development of marketing. Library catalogue
Chapter 1 Automobile Society and Marketing
Section 1 The Connotation of Automobile Society
First, cars are the daily needs of a healthy and civilized life.
Second, the automobile industry is a pillar industry of the national economy.
Third, the automobile culture atmosphere in the automobile society is rich.
The second quarter to meet the automobile society
First, the negative impact of automobile society and its countermeasures
Second, welcome the arrival of the automobile society.
Section 3 Marketing of Automobile Society
First, the business model of market economy
Second, the marketing concept of the automobile society
Third, the automobile market competition and marketing work
Chapter II Basic Principles of Marketing
Section 1 Definition, Nature and Content of Marketing
First, the definition of marketing
Second, the historical background of marketing
Third, the nature and content of marketing
The development and change of marketing concept in the second quarter
First, the definition of marketing concept
Second, the development and change of marketing concept
Section 3 Analysis of Consumers' Market Purchase Behavior
I. Types and motivations of consumers' buying behavior
Second, the basic content of consumer purchase behavior
Third, consumer psychology and demand level.
Fourthly, the analysis of consumers' buying behavior.
Section 4 Organizing Market Purchase Behavior
First, the composition of the organizational market
Second, the industrial market purchase behavior
Section 5 Market Segmentation and Target Market Selection
First, market segmentation
Second, the choice of target market.
Third, market positioning.
Section 6 Market Survey and Forecast
I. Market survey
Second, the market forecast
Third, the market survey training
Section 7 Products and Their Life Cycle
First, the three-level concept of products
Second, the important stage of product life cycle
Third, product life cycle decision.
Chapter III Automobile Marketing Strategy and Management
Section 1 New Modern Automobile Circulation System
First, automobile marketing after China's entry into WTO
Second, establish a new modern automobile circulation system.
Third, the characteristics of automobile product marketing
Fourth, grasp the changes in the automobile market.
Section 2 Automobile Marketing Objectives and Strategic Decisions
First, the automobile marketing objectives
Second, the automobile marketing strategy decision
Section 3 Automobile Market Demand Management
First, the content of demand management
Second, the evaluation of marketing performance
Third, financial management of marketing ... >>
Question 4: Automobile Marketing China Automobile Online School has found a model essay for your reference. Automobile marketing plan of automobile marketing personnel; Overview of automobile marketing planning: how to prepare an automobile marketing plan? Most automobile marketing plans include the chapters listed in the above figure: summary, marketing status, opportunity and problem analysis, forecast, goal, marketing strategy, action plan, expected income statement and control. The contents of the plan are summarized as follows: 1) Overview of the automobile marketing plan. At the beginning of the plan document, there should be a brief summary of the main objectives and suggestions of the plan. 2) Marketing Status of Automobile Marketing Plan This part of the plan puts forward background data about the market, models, distribution and macro environment. Market Status: This section lists the data of the market that serves it. The scale and growth of the market (in terms of physical units and quantity) are expressed by the sales volume of the market and regional market segments. Trends in customer demand and buying behavior. Car condition: This part lists the sales volume, price, contribution rate and profit of major models in the past few years. Competition: This part analyzes the main competitors and gradually describes their scale, target, market share, vehicle brand, marketing strategy and any other characteristics, so as to correctly understand their intentions and behaviors. Macro-environment: Describe the main trend of macro-environment? Demography, economy, technology, politics (law) and society (culture)-they all have some relations with the sales prospects of automobiles. 3) swot analysis of automobile marketing planning scheme On the basis of describing the current marketing data, we must observe the automobile marketing market from the perspective of marketing and discuss the opportunities (threats), advantages (disadvantages) and problems of automobile sales during the planning period. The main opportunities and threats faced by enterprises. Opportunities and threats refer to external factors that can affect the future of an enterprise. Write it down in order to suggest some possible actions. Automobile sales managers should classify opportunities and threats so as to always pay enough attention to more important opportunities and threats. You should also analyze the strengths and weaknesses of the company. Advantages and disadvantages are internal causes, and corresponding opportunities and threats are external causes. The advantages of the company refer to some strategies that the company can successfully apply, and the shortcomings of the company refer to some shortcomings that the company needs to correct. Problem analysis: In this part, the company applies the investigation results of opportunity (threat) analysis and advantage (disadvantage) analysis to determine the main problems that must be paid attention to in the plan. The discussion of these issues will lead to the company's subsequent goals, strategies and tactics. Automobile sales managers understand these problems and are faced with making some basic decisions about goals. These goals will guide the subsequent search for strategies and action plans. 4) Sales forecast of automobile marketing plan: This part is the forecast of sales volume, market share and profit. 5) Target determination of automobile marketing planning scheme: the scheme should have certain goals. Automobile sales managers must set two kinds of goals: financial goals and marketing goals. Financial objectives: Every company is seeking certain financial objectives, namely return on investment and profit. How much profit can be realized for the company is the actual plan that the company most wants to see, and it is also the most direct embodiment of the company's profit. Marketing objectives: Financial objectives must be transformed into marketing objectives. For example, if a company wants to earn a profit of 2 million yuan due, and its target profit rate is 2% of sales, then its target in sales revenue must be1million yuan. The total sales revenue in 2002 was 6,543.8 billion yuan, an increase of 30% over last year. The sales volume is 500 vehicles, accounting for 2% of the expected market share. After the project, customers' awareness of the company's brand increased from 5% to 30%. 6) Strategy formulation of automobile marketing planning scheme: target market: high-level families, focusing on female buyers; After-sales service line is the best, with the most outlets; Add a new brand. Price: The price is similar to that of competitive brands. Distribution outlets: focusing on urban areas and suburbs; Strive to strengthen the penetration of suburban markets. Sales force: expand 10% and introduce sales management system. Service: extensive and fast service. Advertising: launch a new advertising campaign, pointing to the target market that supports the positioning strategy; Advertising should pay attention to service; Increase the advertising budget by 20%. Promotion: Increase the promotion budget by 15%. Market research: increase the cost 10% to improve the understanding of customer selection process and grasp the trend of competitors. The strategic description describes the automobile sales ... >>
Question 5: What is automobile marketing and service? Training objective: To train senior skilled personnel who have the necessary theoretical knowledge of automobile maintenance and marketing, master the basic professional skills of automobile maintenance, master the basic structure of automobile and the policies and regulations of automobile insurance and leasing, and can independently carry out automobile sales and automobile intermediary. At the same time of obtaining relevant skills certificates, I participated in the national adult college entrance examination, obtained the qualification of adult junior college education, passed the professional junior college course examination, and obtained the adult junior college education and technician college graduation certificate. Main courses: automobile machinery foundation, automobile electrical and electronic foundation, management foundation, automobile construction and maintenance, automobile electrical equipment and maintenance, marketing, automobile and accessories marketing, business negotiation and etiquette, used car appraisal and evaluation, automobile sales promotion skills, chain operation and management, automobile maintenance business management, etc. Employment orientation: I can engage in automobile sales, technical services and management in automobile specialty stores (4S) and automobile import and export trading companies.
Question 6: What is the purpose of learning automobile marketing? Do a good job in market positioning and planning. Sell cars better and meet the needs of target consumers.
Question 7: What do automobile sales consultants mainly do? Well, the simple achievement is selling cars.
But it's not easy to sell this
You should have a certain understanding of the structure and performance of automobiles and the automobile market. If you have always liked cars, you will usually pay more attention to this aspect. I believe it is still possible to understand cars.
If you sell cars, of course, you sell a certain brand, which requires you to have a clear understanding of the performance advantages of this brand of cars and the company's situation.
Then there are cars, which are commodities. Customers will consider comparing many cars for a long time when they buy them. This requires you to know something about other cars and tell customers the advantages and disadvantages of each car, which will be more beneficial to your work.
I work in the automobile industry.
Question 8: What do you study in automobile sales? Automobile product is a complex and special commodity. Because of its complex structure and high technology content, the sales of automobile products has become a highly professional job, which is characterized by long sales cycle, great sales difficulty and high customer requirements. Not every salesperson is qualified for the job. To become a professional car salesman in the automobile industry, you should have the following six professional abilities.
First: Know your company better than your boss.
After determining the brand and model, customers will pay more attention to the specific situation of the company they will cooperate with, such as: what is this company like, how strong it is, whether it is worthy of their dependence, how long it can survive, what protection it can get in the future, and so on. For the judgment of these problems, customers will not only know through direct inquiry, but also prove it according to external investigation. Usually, customers will understand and evaluate this company through contact and conversation with sales staff. Therefore, the sales staff's understanding and affection for their own enterprises will directly affect customers' decision-making.
At this time, if car salesmen have a clear understanding of the company's growth history, current achievements, future development prospects and company culture, it will be easier to win the trust of customers. Only by describing the development prospect of the enterprise can we enhance customers' confidence in buying, and at the same time, by revealing their true feelings of love and admiration for the company's boss, can we make customers feel that this is an enterprise with good corporate culture and development prospects, and urge them to make a purchase decision as soon as possible.
Second: Know your competitors better than your competitors.
Know what you know, and you can win every battle. This is the principle of military strategists winning the battle, which is expounded in Sun Tzu's Art of War, and it is also a principle that must be grasped in commercial warfare. Here, combined with the automobile products sold, we can understand the situation of competitors from the following aspects:
1) brand advantages: including brand history, brand awareness and influence, added value given by the brand to customers, etc.
2) Product advantages: technical characteristics, performance level, important differences, sales of similar products, relative advantages and disadvantages, etc. ;
3) Manufacturers: competitors' enterprise information, personnel information, corporate culture, customer evaluation, etc.
4) Special sales policy
In general, when customers buy automobile products, they will ask sales staff to compare similar products. At this time, if the sales staff don't understand the competing products and competing businesses, it will be difficult to explain their sales ideas to customers and affect their decision-making. When customers ask to evaluate competitors, salespeople should not make negative comments, which is the basic common sense of professional sales, but they should not praise competitive products more. From the perspective of consumer psychology, if salespeople explain the disadvantages of competitors according to customers' requirements, customers will psychologically widen the distance from salespeople, which is not conducive to dispelling customers' doubts. Especially when salespeople evaluate competitors and competing products that customers have recognized, the negative effects are more obvious. Therefore, one of the forbidden areas in sales is that any salesperson should never speak ill of his competitors, and must use the skills of solving customer objections to deal with this problem effectively.
Third: know customers better than customers.
If the salesperson asks the customer, "Do you know your needs?" The customer will definitely tell you: "Nonsense, do you need to ask? Of course, I know myself best. " That was not the case. In the actual automobile sales, it is found that quite a few customers, especially those who are extremely unprofessional about automobile products, will put forward some irrelevant and even unrealistic requirements when you ask him what kind of automobile products he needs to buy. Indeed, customers will go through a relatively long process from the desire to buy a car to the final purchase, and there will be a demand change process from "initial envy", "heart", "want" to "need". In the first three stages, they were just an idea and could not be put into action. At this point, what sales staff should do is how to shorten this process, accelerate the change of customers' purchasing psychology, make clear customers' needs and desires before competitors, and finally achieve sales goals. To achieve this change, sales staff need to master the methods that can see through customer psychology and find customer needs. In the end, salespeople should know themselves more deeply and accurately than customers.
Fourth: Know more about cars than car designers.
The biggest difficulty in automobile sales is that every salesman must have a comprehensive and in-depth understanding of the automobile products he sells, the products of competitive brands, and be very familiar with automobile-related professional knowledge.
As we all know, it has been in China ... >>
Question 9: What is the most important thing in car sales? The most important thing is to have confidence in your products. You should know the products of your own business at the same price like the back of your hand, both its shortcomings and its advantages, but when talking with customers, you must compare the advantages of each other's products with your own. Another point is your own problem, which is the service problem.
Question 10: What is the marketing strategy of China Automobile? Good back: interactive marketing strategy of 4S terminal
[Source]: Alibaba [Author]: [Date of Release]: 2006-8-130: 41:14.
After the fiery marketing war of posture correction in 2005, Beibei Jia sold millions of products in less than one year, and finally became the absolute king of the posture correction market for teenagers with a market share of over 90%. In today's China market where success or failure is a hero, many marketing experts believe that Beibei's rapid popularity after returning to the market for one year is just a movement of the main theme of entertainment marketing in 2005. However, the author believes that a single entertainment marketing can not create a tens of billions of markets or even industries. Undoubtedly, at the beginning of 2005, in cooperation with Acorn International, the first brand of TV direct selling in China, Hebei Jia won the unique advantage of high-altitude bombing of TV advertisements, signed a contract with He Jie to sponsor a super girl concert tour, and even let Hebei Jia's brand enjoy an entertainment marketing feast. However, if Beibei's family only relies on advertising to attack, it is impossible to take the lead in an increasingly rational attitude market with a capacity close to 654.38+000 billion yuan and far ahead of followers who also have funds and advertising channels.
Recently, according to media reports such as Beijing Evening News and Xinbao, Beijing Rehabilitation Medical Association will conduct a general survey of scoliosis among 30,000 primary and middle school students in Beijing in batches from February 2005 to February 2006, and follow up the prevention and treatment for five years. The Beijing Rehabilitation Medical Association also set up a spine branch for this purpose.
At present, the incidence of scoliosis among primary and secondary school students in China is on the rise. However, scoliosis has not attracted great attention from family, school and society. In a recent report, Beijing Rehabilitation Medical Association pointed out that myopia, scoliosis and psychological problems have constituted three major obstacles to the healthy development of teenagers, and survey data show that these three major problems are showing a worsening trend. At the same time, another survey report shows that among thousands of majors in Chinese universities, 42% of them restrict students with myopia, hunchback and incorrect posture. This means that the problems such as scoliosis, hunchback and myopia caused by bad sitting posture and walking posture are not only obstacles to growth and development, but also directly affect the future employment of teenagers.
Experts from Beijing Rehabilitation Medical Association pointed out that most scoliosis can be completely corrected and controlled if we can establish spine health awareness, master some common sense of spine health care, find and treat it early, and take effective technical preventive measures. It is not surprising that the market of adolescent health products, especially posture products, is booming under the impetus of huge market demand. According to the forecast of Smart Market Research Company, the market capacity of jiaozi in China will reach 654.38 billion yuan in 2006. At the end of last century, the revival of Rebecca, the first brand of posture correction products, is the best annotation.
Selling millions of pieces a year, by what?
After the fiery marketing war of posture correction in 2005, Beibei Jia sold millions of products in less than one year, and finally became the absolute king of the posture correction market for teenagers with a market share of over 90%. In today's China market where success or failure is a hero, many marketing experts believe that Beibei's rapid popularity after returning to the market for one year is just a movement of the main theme of entertainment marketing in 2005. However, the author believes that a single entertainment marketing cannot create a tens of billions of markets or even industries. Undoubtedly, at the beginning of 2005, in cooperation with Acorn International, the first brand of TV direct selling in China, Hebei Jia won the unique advantage of high-altitude bombing of TV advertisements, signed a contract with He Jie to sponsor a super girl concert tour, and even let Hebei Jia's brand enjoy an entertainment marketing feast. However, if Beibei's family only relies on advertising to attack, it is impossible to take the lead in an increasingly rational attitude market with a capacity close to 654.38+000 billion yuan and far ahead of followers who also have funds and advertising channels.
An enterprise cannot step into the same river twice. The rise of Bei family at the end of last century only proved the great potential of posture market demand. In 2005, when Beibei made another effort, the market was not yesterday's market. Today's consumer market is more mature, and consumers put forward higher requirements for brand positioning, technological innovation, customer service and other internal strengths of enterprises. Facing the new market demand and marketing concept, what did Beibei's family rely on to make a comeback at the end of last century? Will this be a flash in the pan? The reporter recently visited Oak ... >>