Where can the automobile industry find a better customer analysis model?

I. Automobile Sales Skills Sales Skills Catalogue: Five Conditions of Sales Staff Seven Steps of Sales: Understanding Automobile Consumers, Analyzing Customer Needs, How to Find Potential Customers, Skills of Approaching Customers, and Five Conditions of Turning Product Benefits into Customer Benefits ● Correct Attitude: Self-confidence (I believe that sales can bring benefits to others) Enthusiasm, optimism, openness, enthusiasm, caring for your customers, hard work and acceptance (popularity). Sincerity ● Product and market knowledge: product knowledge to meet customers' needs, product knowledge and application to solve customers' problems, market situation, competitive products, and understanding of sales fields ● Good sales skills, basic sales skills, promotion of sales skills ● Self-driven, customers are willing to deal with them quickly, never relax any opportunities, maintain and expand interpersonal relationships, and perform their duties spontaneously and constantly. The second step is to get close to customers. Good customer contact skills can give you a good start. This step, master: Skills of receiving and visiting customers. ? Skills of visiting customers by telephone. ? Sales call skills. The third step is to enter the sales theme. Seize the opportunity to enter the sales theme with opening remarks that can attract customers' attention and interest, and seize the opportunity to enter the sales theme. The fourth step is to investigate and ask. Investigation skills can help you grasp the current situation of customers, and a good inquiry can guide you and customers to sell in the right direction. At the same time, you can help you convince your customers by asking for the information you can find. The fifth step is product description. What to master in this step: product characteristics, advantages and special interests; ? Skills to turn characteristics into customer benefits; ? Steps and skills of product description. Step six, show your skills. Making full use of the know-how of display skills can shorten the sales process and achieve the sales target. What you need to master in this step: How to write a presentation; ? Show the main points of the exercise. The seventh step is the conclusion. Signing a contract with a customer is the most important thing in the sales process. In addition to the final conclusion, you must also specialize in the conclusion of each sales process. The end of every sales process leads to the final conclusion. What you need to master in this step: Conclusion principle; ? The end time; ? Seven laws are the seventh law of summing up interests, "T" law, premise law, cost-value law, inquiry law, "yes", "yes" and "yes" law, and mourning for soldiers. Tips for getting close to customers Foreword: Before starting work, we must know the market and where there may be our potential customers. Understand potential customers, their jobs, hobbies, places they often go, their personality, their consumption tendency, and the way they communicate with others. Only when at least five customers come into the exhibition hall looking for you with your business cards can you officially start your car sales career. 1. When a customer walks into the car showroom for the first three minutes, most customers want to see the car in the showroom first (pay attention to themselves, without the intervention of a sales consultant). Seize the opportunity when customers are not focused on the car, they are looking for a sales consultant who can help; Action: They open the car door, want to open the front cover, or they want to open the back cover, etc. These are all signals that sales consultants need to send. Note: The above behavior reminds us that when customers are not around for the first three minutes, you can say hello, say hello, and leave some time for them to look around or leave a message. You can watch first, and I'll come at any time if you have any questions. The key points of initial communication-initially reducing the customer's vigilance, gradually shortening the distance between the two sides, and gradually changing to the topic of cars, are very clear to mature salespeople. This is when customers start to communicate with strangers, and generally don't talk about cars first. You can talk about the just-concluded auto show, or you can talk about any topic that makes customers feel comfortable, less direct and not for the purpose of trading. For example, it can be a child who comes with a client. He is really tall. How old is he? He is much taller than my nephew. It can also be the car driven by the customer, or the license plate of the car driven by the customer. Your license plate number was specially chosen, and so on. The purpose of all these topics is to reduce the vigilance of customers at first, gradually shorten the distance between the two sides, and gradually change to the topic of cars. The first three minutes is also a good time to hand in your business card, and it is also a good time for you to remember the names of all the people who come with your customers. 2. Analyze customer needs. Customer needs may be multifaceted, and there are many practical needs behind transportation and identity needs; May be the need of transportation; It is also possible to travel by car; More likely to be a dream; From the point of view of car dealers, there should be five important aspects: understanding the purpose, buying models, buying roles, buying priorities and customer types. Find out the purpose of their coming: first, what are they doing here? By the way. If he starts to look at a model carefully, it seems that he has some sincerity to buy roles: only one of the three or four people who come to the exhibition hall has the real decision-making power, so what roles are the others? Is it a staff officer? Expert? Is it a driver, a secretary or a friend? Purchase focus: the purchase focus is still an important factor affecting the customer's final purchase decision. If his purchase focus is only on price, then any leading technology of the car has no influence on him; If his focus is on status, it is not tempting for him to talk about any preferential price and other factors. How to find potential customers Use the English letters of "PROSPECT" and "find potential customers" to explain how to develop potential customers: p: provide "provide" a list of customers. R: Record the customers added every day. O: organize "customer data". S: Select "select" real potential customers. P: Plan customer resources to get countermeasures. E: exercise your imagination. C: Collect "set" transfer data. T: Ability to choose your own customers P: Personal R: Record: Filing information O: Career information S: Spouse assistance P: Public display or explanation e: enchain chain development relationship C: Cold visit T: Pass. Introduction of influential people N: Tell the information found in the catalogue G: To develop new customers, Group must first find out potential customers, and potential customers must be found through various channels. Increase the channels for potential customers. Friends introduced various test drive activities at the auto show. Driving schools, auto clubs, auto repair shops and other units or places where potential customers of automobiles are concentrated. Old customers introduce after-sales service personnel and e-commerce. Auto-related websites and forums, e-mail direct mail (DM) and direct mail (DM) are also good ways to help you reach out to customers. Sales letters and telephone calls are the most economical and effective tools to contact customers. If you can call new customers at least five times a day, you can increase the chances of contacting potential customers by 65,438+0,500 a year. Has the exhibition expanded your interpersonal relationship (especially the groups or places where the target customers are concentrated)? Participate in various club activities? Participate in charity activities? Attend class reunion, set up customer files: get to know customers. If the customer has a good impression on you, your hope of concluding a transaction will increase. To convince customers that you like him and care about him, you must know them and collect all kinds of relevant information about them. All these materials can help you get close to customers, and let you effectively discuss problems with customers and talk about their own topics of interest. With these materials, you know what they like and don't like, and you can make them talk, be cheerful and dance ... As long as you have ways to make customers feel comfortable, they won't let you down. " Let customers help you find customers and make products attract customers. Second, improve the sales effect. Do you divide sales organizations by product, region or customer type? How to prioritize customers? How is the change of key value commitment reflected through the sales process? Are the roles of sales and service clear? Does the role need to change according to different customers? Are roles and responsibilities clearly described in the current organizational structure? Should different regions have different degrees of autonomy? Do you know the resources needed to complete the sales of various customer groups? What is the best plan to divide the sales area? Each of the above questions can be used as a starting point for rebuilding the sales organization. Even if every question has a reasonable answer, we can't treat every question in isolation, and we need to integrate them into a reasonable plan. It is not enough to provide appropriate incentives for salespeople. It is not enough to have a good strategy and an effective organizational process. Enterprises also need to have an efficient sales team to achieve sales targets. The premise of having an efficient team is to provide appropriate incentives. A complete incentive plan is far more than salary. In our sales efficiency model, it contains eight elements, which can be shown by the following model, as shown in Figure 3. Figure 3 Sales Incentive Model We have just completed this system work for the sales channel system of a famous domestic automobile manufacturer. Usually, cars are sold not as a technical product but as a consumer product at first, especially before 2003, the domestic automobile industry flourished and dealers generally raised prices. Therefore, the requirements of dealers for car sales personnel are not high. With the increasingly fierce market competition, consumers' purchasing behavior is becoming more and more rational, and manufacturers and distributors are aware of the value of salespeople, because only first-class salespeople can accurately and effectively convey brand value, advanced technology, first-class quality service and value-added provided by manufacturers to consumers. Moreover, with the increasing demand for salespeople, the investment in their training is also increasing. It has been more than two years since an excellent car salesman grew up to maturity. At this time, manufacturers and distributors suddenly realized some problems that had been neglected before, that is: 1. Personnel Selection: What kind of sales staff do we need? Are the existing salespeople qualified? Can it meet the requirements of enterprise development? What kind of salespeople do we really need? What qualities and characteristics should they have? What advantages should they have compared with the sales staff of competitors? 2. Training: How should I improve my ability to improve efficiency more effectively? Both manufacturers and distributors attach great importance to the training of sales staff, including product technology, sales skills, standard sales processes and so on. However, the huge training investment does not seem to bring corresponding returns. The problem lies in the lack of a systematic training system: do a good job in planning training courses, establish a tracking system and improve training efficiency. Our solution is to start with the competency model of salespeople, analyze the differences between high-performance and low-performance employees by interviewing the behavior events of excellent employees, conduct a competency questionnaire survey, and define their competency model. Then, according to this model, we will establish the career planning of salespeople, and define the competency requirements at all levels of their careers and the training courses they need to attend in detail. Such career planning has become the personal development path of salespeople, and training has also changed from a management requirement to a spontaneous behavior, which has driven salespeople to improve their personal quality and sales performance. 3. How to motivate them and scientifically link motivation with assessment? In the era of increasing car prices, young people who just graduated from school can get good returns without special hard work. After entering 2004, car sales seemed to enter winter overnight, and it was difficult to sell every car, even ten times more efforts than before. The income has shrunk to less than the previous 1/2 or even 1/3. At this time, employees, including managers, were confused by a question. Why do their efforts multiply, but their income will drop? Some people will further consider whether it is fair and reasonable for employees to bear the income loss caused by market changes. Firstly, we analyze the driving factors that affect the automobile sales performance. The results show that automobile brand, product technology, service quality, cost performance, market environment and competitors' marketing strategies all have great influence on the final result of automobile sales. Nowadays, automobile consumers have become quite rational. They often don't simply trust the introduction and publicity of sales staff, but trust their own judgment more. They usually have a clear concept of their cars. Therefore, for car salesmen, their incentive scheme will have three significant changes compared with before. First of all, the incentive part has changed from a single commission to a mixed way of bonus and commission. Since the sales staff is not the decisive factor in automobile sales, we should appropriately increase the bonus ratio and reduce the commission ratio. Secondly, introduce the concept of management by objectives. The original incentive model, when the market is good, a salesperson can sell 20 cars a month, and each car can earn 6,000 yuan with 300 yuan commission; But when the market is bad, the worst case is that only two or three cars can be sold in a month, and the income may drop to 600 yuan. In fact, enterprise managers should reasonably adjust the sales targets of salespeople according to the changes in the market, and then manage according to the targets. Through flexible and reasonable goal setting, not only can the company's business objectives be accurately conveyed to the sales staff, but also the sales pressure of employees can be consistent with the business objectives of the enterprise, and the sales enthusiasm of employees can be mobilized to the maximum extent. Finally, set scientific and reasonable key performance indicators to accurately measure the performance of sales staff. For salespeople, the number of sales units is not the only measure. Customer satisfaction, delivery satisfaction, sales profit contribution, sales turnover rate, team sales performance, etc. , will constitute the evaluation index system of sales staff. ■ III. 16 Ways to find potential customers 2007-03-2507:00 Source: China Automotive Consulting Network 1. Finding out from people you know that your daily activities will not be isolated shows that you have met a large number of people who may become potential customers of your vehicle or service. It is undeniable that even a person with little social activities has a group of friends, classmates, teachers, as well as his family and relatives. These are your resources. A band, which is the fastest way for salespeople to make friends. One of your friends doesn't need your car, but are you sure you don't need your friend? Get to know them and you will meet many people. Tell people around you what you are doing, what your goal is, gain their understanding, and you will soon find your potential customers, because people around you will help you and are willing to help you. If you are sure that the car you are selling is what they need, why not contact them? And most of them have no time limit and can be done after work. When selling to friends or relatives, most people will not disagree and fail. Disagreement and failure are the fear of novices. They like you, trust you, hope you succeed, and they are always willing to help you. Try to recommend your superior vehicle to them, and they will respond positively and become your best customer. Contact them and tell them that you have started a new career or a new venture, and you hope they can enjoy your happiness with you. Unless you do this every day for six months, they will be happy for you and want to know more detailed information. You will use them to test your interpretation and presentation skills. If your relatives and friends won't be your customers, contact them. The first rule of looking for potential customers is not to assume that someone can't help you establish business relations. They may not be potential customers themselves, but they may know people who will be your customers. Don't be afraid to ask for recommendations. When you get their permission to share your new car, new service and new idea with you, the key sentence is: "Because I appreciate your judgment, I want to hear your opinion." This sentence will definitely make the other person feel important and willing to help you. After contacting the closest friends, turn to acquaintances. If the method is correct, most people will not only give you some, ask appropriate questions, but also talk to a big customer. With the help of professionals, you have just entered a new industry and you can't do many things at all. You need people who can give you experience and get advice from them, which is of great value to you. We might as well call him a mentor. A tutor is such a person. He is more experienced than you, interested in what you do and willing to guide your actions. Mentors are willing to help people who are facing difficulties and help others gain knowledge from their own experiences. You can find mentors from industry associations, authoritative people, influential people or some local enterprises that are good at marketing. Most enterprises will form a group of novices and experienced veterans to work together and let the veterans train novices for a period of time. This enterprise tutor system works well all over the world. Through this system, the knowledge and experience of established enterprises are recognized, which is also helpful for the cultivation of novices. Of course, you can also entrust an advertising company or other enterprises to find customers for you, which requires the support of enterprises. There are many kinds of agents and they can provide many kinds of services. You should seek a suitable agent according to your own strength and needs. 3. List provided by the enterprise If you are serving a company, the company will get the best performance through the details of advertising and marketing. Many enterprises provide sales staff with performance lists. In order to be an excellent business master, you need to find your own potential customers from them. In this way, even if you get nothing from the list of enterprises, you are prepared. If you are always looking for potential customers, you will encounter the least setback and make great strides. Check the list of past customers, and you will not only get future business, but also get the business recommended by them. 4. Business contact Whether you are new to sales or not, you may be selling. Business contact is easier than social contact. With the help of contacts, you will make business contacts faster. Not only the people you know in the business world, but also the government functional management departments, associations, driver training schools, clubs and other industry organizations, which bring you a huge group of potential customers. 5. Meet a salesperson like you. You have met many people, including salespeople like you. Well-trained salespeople sent by other enterprises are familiar with the characteristics of customers. As long as they are not your competitors, they will generally make friends with you. Even if they are competitors, you can become friends and get along well with them, and you will gain a lot of experience. The other party will remember you when they visit customers. If you have a suitable customer for them, you will definitely remember him. Not to mention the extra achievements, you have a very effective business partner. 6. Looking for potential customers from automobile customers. When the old car is about to be eliminated, the salesperson who contacts the customer in time wins. Make plans early and you will achieve fruitful results. Remember to get involved as soon as possible. 7. The most effective tool to find potential customers by reading newspapers may be the newspaper you put there every day. When reading, underline all the opportunities you find. Unless you do international trade, you may like to watch the local news, business and statement pages. The part that is beneficial to most people is the part that describes the life of ordinary people. It only takes a few days to learn to read newspapers. Once you start, you will be surprised to see a lot of valuable information. Pay attention to marking and recording. Take today's newspaper, read every front page news, and tick off the statements that are of certain commercial value to you. Just like an excellent salesperson tries to contact the relevant people, keep a copy for himself, and then send a short message: "I saw you on the news, I am doing business locally, and I hope to know you." I think you may need to have a copy of the news to share with friends and family. "And attach a business card. People like to appear in the news themselves, and they like to send copies of articles to relatives and friends who are not local. By providing this small service, you can get a lot of big business. 8. Understand vehicle services and technicians. Other people in the enterprise will think of you when they hear valuable information. For example, someone in the finance department knows that the bank may buy a car, which is valuable information in sales. You can arrange a visit. Develop the habit of regularly checking the service and maintenance records of enterprises. Ask the customer service department how many consultation calls your customer has made. If it is repeated, you need to pay a return visit to them. Maybe they are in the growth stage, and you can help them win new services. Try to provide services beyond those provided by ordinary salespeople, which will help you establish long-term relationships, establish credibility and get recommended business. 9, direct visit direct visit can quickly grasp the customer's situation, high efficiency, but also hone the sales skills of sales staff, cultivate the ability to choose potential customers. 10, chain introduction JoeGiard is the world's largest car salesman. He sells an average of five cars a day. How did he do it? Chain introduction is one of his methods. Anyone who introduces a customer to buy a car from him will pay each introducer $25 after the transaction is completed. Although $25 was not a huge sum at that time, it was enough to attract some people, and he could earn $25 without blowing off dust. Who can be an introducer? Of course, everyone can be an introducer, but some jobs are easier to introduce a large number of customers, Joe? Gillard pointed out that bank loan officers, car factory repairmen and insurance company employees who deal with car losses can come into contact with customers who are interested in buying new cars almost every day. Everyone can use the import method, but how can you succeed? Joe? Gillard said: "First of all, I must strictly stipulate that I must keep my promise and pay quickly. For example, if a car buyer forgets to mention an introducer, as long as someone says,' I introduced John to buy you a new car, why don't you confiscate the introduction fee?' I had to tell him,' Sorry, John didn't tell me. I'll send you the money right away. Do you still have my business card? Please remember to write your name on my business card when introducing customers, so that I can send you the money immediately. Some referees, who have no intention of earning $25, resolutely refuse to accept the money because they think they will feel uncomfortable after receiving it. At this time, I will give them a gift or arrange a free meal in a good restaurant. "Receiving customer information from former salespeople You can receive useful customer information from former salespeople and master the details of each piece of information in detail. 1 1. The sales letter is like a car salesman, listing nearly 300 potential customers sent by the sales letter. These potential customers know a lot about cars. For various reasons, they haven't bought it yet, but he believes that they may actually buy a car in a year or two. It is impossible for him to personally follow these 300 potential customers every month. Therefore, he sends an ingenious card to these 300 potential customers every month. There is no mention of buying a car on the card, but congratulations on representative festivals every month, such as New Year's Day in January and Happy Spring Festival in February ... The color of the card is different every month. When potential customers receive the fourth and fifth cards, they will be grateful for his enthusiasm. Even if they don't buy a car right away, when a friend mentions buying a car, he will take the initiative to introduce the car salesman. 12. Telephone is the most economical and effective tool to contact customers. If you can make a decision for yourself, take time to call new customers at least five times a day, and you can increase 1500 chances of contacting potential customers a year. 13. Exhibition is one of the important ways to get potential customers. You need to prepare a special person to collect customer information, customer interests and answer customer questions on the spot. Even if your company doesn't hold exhibitions, exhibitions held by your customer groups are equally important. Of course, you should have access to their information. 14. Expand your interpersonal relationship. A car salesman must have several important factors, such as vehicle knowledge, sales skills, willingness, endurance, sales customer base and so on. Among them, the sales customer base is the so-called interpersonal relationship. Enterprise management can also be said to be interpersonal management, and interpersonal relationship is another important industry of enterprises. The wider the interpersonal relationship of salespeople, the more opportunities you have to meet potential customers. How to expand your interpersonal relationship? You can plan to start by preparing an attractive card: Do you want the people you contact to know who you are? What kind of service can you provide? Business cards can make people you contact remember you. Participate in various community activities, a public welfare activity, a class reunion 15, and meet strangers around you. It is suggested to practice the "five-step principle". Have you ever tried talking to people around you in an elevator, on a bus or in a restaurant? No matter what business you do, you will find it very interesting to talk to people close to you. How to know strangers around you is a skill that professional salespeople must train. How to consciously deal with the encounter with others? First of all, we admit that not every opportunity will bring sales performance. Even so, why don't we try and let this opportunity slip away? When you meet someone who walks into your five-step range, you should introduce yourself in a friendly and enthusiastic way and ask them about their work and why they are here. Good-natured dialogue makes the other side respond positively. When they ask about your job, your task is to hand them your business card. Few people will object to your enthusiasm and business card, and then you will find that the other party has started asking a series of questions about your work and your car. Isn't that what you need? You smile and tell the other person, "I guess there may be an opportunity to serve you or your friends one day, so thank you in advance." "Match these words accurately with your atmosphere at that time." I guess "everything sounds spontaneous and natural." "Thank you in advance" means that you are very polite. Possibility "shows a humble attitude. One day "it will prevent your vehicle or service from being blocked in the distant future." At your service "puts potential customers first. They feel that they are important to you and are likely to take action to help you. There are usually three situations, which action is good for you: they agree to call you to discuss it further. I agree to let you call them for further discussion. They are not interested, but they will recommend you to people who are interested. What do you have now? Get to know someone you hardly know, get a potential customer and be recommended to other potential customers. 16, wider range If the vehicle you are selling is aimed at enterprises, you should start with the local yellow pages phone book. The willingness to list the enterprises they invest in in the telephone book shows that they take enterprises seriously. If your vehicle or service brings them business or makes them more efficient, you should contact them. If you want to expand the range of potential customers, you should look for at least 800 directories with names and addresses. If you are familiar with computers, you may find potential customers online. Many classified goods on the Internet can help you find groups that may become your customers in a short time. If you are not familiar with the internet, you need to contact it from now on, because