The first article 17 is an important strategic turning point for xxxx auto parts sales company. The intensified price war in the domestic car market and the overall economic environment of national macro-control have caused great difficulties to the daily operation and development of xx Company. With the joint efforts of all the staff, xxxx Auto Parts Sales Company has made a historic breakthrough, and its auto sales and profits have all reached record highs.
Looking back on the whole year's work, I feel that the work of 20 17 has the following aspects:
First, strengthen the face of market competition, subdivide user groups without relying on price wars, and implement differentiated marketing.
In view of the business indicators issued by the company's headquarters this year, combined with the spirit of the instructions given by General Manager xx at the 20 17 business meeting, the branch will focus on differentiated marketing and improve the quality of marketing services throughout the year. Facing the increasingly fierce price competition in the market, our xx branch did not blindly enter the misunderstanding of "price war". I often say that "price is a double-edged sword", and moderate price promotion is helpful to sales, but unlimited price war is tantamount to suicide. What kind of strategy should be adopted in the off-season of auto parts sales? We groped for a set of countermeasures:
Countermeasure 1: Strengthen the target management of the sales team.
1, service process standardization
2. Form daily work
3. Regularization of inspection work
4. Breakdown of sales targets
5. Standardization of morning meetings and training courses.
6, service indicators into the assessment.
Countermeasure 2: subdivide the market and establish differentiated marketing.
1, detailed market analysis.
We have further subdivided the previous key markets, and formulated different sales strategies for different market segments to form differentiated marketing; According to the sales situation of 16 years, we have identified four major markets, including taxis, group users, university markets and scattered users, and we often adopt corresponding marketing strategies for these four markets.
For government procurement and taxi market, we have increased investment, set up a taxi sales group and a large number of users, and the branch company has become an enterprise car use unit, making more use of the propaganda of industry associations, correctly guiding taxi companies and publicizing xx brand policies. Usually take the initiative to come to the door, communicate and feedback regularly, and closely track the market dynamics.
In view of the good opportunity of taxi upgrading in xx market in recent two years, we have been maintaining good cooperative relations with taxi companies, and we have taken the initiative to come to the door to learn about the taxi company's demand for changing cars, driver's behavior and ideological trends; Follow up with the taxi company by phone every week, and provide on-site service once a month to understand the use of new taxis and solve some common faults on the spot; Negotiate with taxi companies to provide on-site training on taxi drivers' skills and maintenance knowledge.
In view of the high level of knowledge of college students' consumers, we give priority to Picasso's recommended sales, supplemented by Citroen's brand introduction and cultural propaganda, so that they can feel Citroen's long history and rich corporate culture connotation.
In addition, we also joined hands with the logistics group of xx University, and successively joined hands with the logistics team of xx University of Technology to set up xx maintenance service points on campus, bringing xx services to colleges and universities, and regularly organizing free free clinics and maintenance inspections in colleges and universities, thus establishing a good brand image in colleges and universities and promoting sales in the college market.
Countermeasure 3: Pay attention to information collection and make scientific prediction.
Today's market opportunities are fleeting, and cruel and fierce competition is ever-present. Scientific market forecast has become the guidance and basis for formulating phased sales targets.
The off-season is coming, and every sales message is like a treasure. To some extent, demand information is synonymous with sales. Combined with this feature, we have established a system that everyone collects, communicates in time, and is responsible by special personnel. Through the data and information fed back by the sales staff at the sales morning meeting before going to work every day, make a comparative analysis report of the previous sales in the same period, determine the refinement of the next sales task and the formulation of specific sales methods, and respond immediately if necessary. At the same time, keep close communication with relevant departments of brand department and actively organize vehicle sources. Increase the planning of work and avoid the blindness of work; While paying attention to the absolute quantity of sales, we strengthen our market share.
We regard the branch's share in the local market as the main assessment target of the sales department. Complete the task of the headquarters this year and successfully complete the annual sales target issued by the headquarters.
For spare parts sales, we focus on cleaning up some unsalable parts accumulated due to historical reasons, and try our best to reduce the capital backlog of the branch. Due to the change of spare parts business policy this year, the profit margin of dealers has been further compressed. In view of the new market situation, the leaders of the branch held special meetings with the spare parts business department for many times. While actively exploring the peripheral spare parts market, especially the big customer market, combined with the new business policy, a series of spare parts promotion activities were carried out and achieved good results. Sales turnover of spare parts is xx million yuan. In the case that the low-price dumping in the market has greatly affected the sales of retail outlets, using after-sales service to promote the sales of spare parts in the workshop not only reversed the unfavorable situation, but also promoted the sales of working hours in the workshop.
After-sales service is the window and the backing and guarantee of our vehicle sales. This year, the branch ushered in the peak of after-sales maintenance since its establishment in 2000. To this end, we put forward higher requirements for the after-sales service department, and widely carried out service awareness publicity activities among all after-sales personnel, as well as self-inspection and mutual inspection between teams and groups; A workshop site inspection system attended by department managers every Friday was established, and rectification opinions and time arrangements were put forward for the problems found on the after-sales maintenance site. Users receive special personnel when entering the station, and emphasize language and behavior norms in important links such as car pick-up, trial operation and delivery; In the process of maintenance, emphasize the use of "three cushions and one cover", standardize behavior and language, respect users and care for vehicles; Carry out kanban management in the workshop, receive photos and names of management employees, and accept user supervision.
In order to further improve user satisfaction and shorten the waiting time of users, since June, the after-sales service time has been extended to 65438+ 0: 00 am every night, and the after-sales club provides 24-hour all-weather rescue; By improving the software and hardware environment of the after-sales maintenance site, we can provide customers with comprehensive and high-quality services, thus improving customer satisfaction. After-sales maintenance picks up xx cars throughout the year, and the net income of working hours is xx million yuan.
Second, strengthen service awareness and improve the quality of marketing services.
20 17 is a year of fierce competition in the automobile market. Facing the grim situation, at the beginning of the year, we decided to make the whole year "the year of service management" and put forward the management policy of "promoting sales with service and creating benefits with management".
We selected employees who have been engaged in service for many years to set up the customer service department, and established the branch's own customer return visit system and user complaint acceptance system. Each business department holds a regular service meeting once a week, and a regular service meeting at the department manager level every quarter in combination with the service requirements and service rating feedback of the business representative office, so as to strengthen the service awareness in management and take service work as the top priority.
At the same time, in internal management, the management service system of front-line business departments and front-line management departments serving customers has been established and improved; In the business department, the principle that serving customers and customers are God is emphasized. In the management department, the emphasis is on the front-line awareness of service sales.
Form a management mechanism of second-line service and first-line service for customers. Actively respond to the requirements of the headquarters, improve the service quality, strengthen the staff's service awareness, hold a regular service quality meeting once a week, summarize the service quality improvement actions last week, and make plans for this week to provide users with high-quality and high-priced services. And set up a service quality perspective to track the service quality, find the shortcomings in time, and put forward the next improvement plan. Among all the branches under the jurisdiction of the commercial representative office, the service score is always in the forefront, and the after-sales service has won the first place in the national network for many times.
While strengthening the software fitness, we have carried out a series of rectification on the hardware facilities of the branch, established the rest area for maintenance users one after another, and took the lead in implementing the "turn-key" project for maintenance; In view of the surge in taxi sales, a taxi sales service team was set up in time, and a special taxi sales office was set up to improve the user rest area.
According to the characteristics of the current market and the requirements of the brand department, a series of activities such as "Smile Service in March", "Smile as a Gift on May Day", "Cool in Summer", "Free Campus Inspection in Autumn", "Community Free Clinic" and "send warm in Winter" were carried out, which received great response from customers, and the service awareness and quality of the branch were obviously improved.
Third, track the opponent's dynamics and strengthen their own competitive strength.
Internal management, please come in and go out. Standing still and building a car behind closed doors has long been unable to adapt to the current fierce competition in the auto market. By entrusting relevant professional companies, put forward brand-new plans and suggestions for the on-site layout and management of the exhibition hall of the branch; Organize the General Department and relevant business departments to conduct field visits to service stations with a certain scale in xx, especially the competitor's 4s station. Learn from them, learn from each other's strong points, and accumulate first-hand information for future work and business policy formulation.
Fourth, pay attention to team building.
The branch is a whole, and only by giving full play to the enthusiasm of each member can we. Since the beginning of the year, we have established and improved a series of regular meetings, such as weekly manager meeting and monthly business analysis meeting. At the regular meeting, the problems in marketing management were widely discussed, which not only unified the understanding, but also clarified the objectives.
While strengthening self-management, we also rely on external professional training to enhance the cohesion and professional quality of the team. By hiring a professional enterprise management consulting company, the employees were trained on how to improve team spirit, which further strengthened the service consciousness and concept of all employees.
With the improvement of people's living standards and the pursuit of quality of life, more and more people own private cars. China Academy of Social Sciences issued "China Automobile Social Development Report 20 1x~20 1x", which shows that the number of private cars in China has reached/kloc-0.07 million, among which Volkswagen series is among the best.
With the continuous growth of car ownership, auto parts and related supplies have also achieved rapid growth, with 6,359 production enterprises above designated size, and the total annual output value of the whole industry is10.5 trillion yuan. Then, what kind of planning, implementation scheme and market service system should we make to complete our national marketing behavior?
I. Current market conditions
20 17 company mainly sells chassis products produced by Shanghai zhonghui, and currently has a certain customer network in the auto parts industry.
The more powerful customers in the two major auto parts cities in Shanghai market (Dongfang Auto Parts City and Wuzhong Auto Parts City) have basically cooperated with our company. In foreign markets, such as Jiangsu, Zhejiang, Anhui and Beijing. They have contacted and discussed with the heads of relevant companies in the early stage.
In the past five months, the sales department has also faced some problems in its work:
1. At present, the auto parts market is mixed, with many parts.
2. Most auto parts manufacturers take the road of "fake economy", especially Volkswagen models, and even dare to take the way of shipping and hitting the public standard;
3. Some customers who cooperate with our company are afraid of our company's false certificates, which means that a small amount of goods are sold from our company at the same time, and our company's goods are too small;
4. The company's order cycle is long, and the order execution is not in place.
Faced with the above problems, I hope the company leaders will strengthen the anti-counterfeiting efforts, satisfy the wait-and-see mentality of some dealers, and at the same time give a strong deterrent.
Second, the market planning
The company will launch xx auto parts network platform on 20 18, which will make our company realize the perfect combination of online and offline.
(1) offline business development
At present, our company has a certain influence in the Shanghai market, and more dealers will get goods from our company after the year. Aiming at the national pie of auto parts industry, we must enlarge our horizons: first, take Zhejiang, Jiangsu, Anhui and other neighboring provinces as the breakthrough; Second, other provinces such as Beijing with a large number of Volkswagen models.
(2) Online business development
With the help of our network platform, customers can better promote their own companies and products. This kind of customers can be divided into four categories: first, automobile 4s shops, second, auto parts manufacturers, third, auto parts dealers, and fourth, auto repair shops and beauty shops.
According to the overall thinking and deployment of Yang Zong, the marketing department needs to focus on the promotion of the website platform. In order to achieve better results and economic benefits in a short time, it is suggested that the promotion policy should focus on developing provincial agents, supplemented by local agents or individual dealers.
Iii. Implementation of plans and programmes
(1) Preparatory work
Keep offline customer communication, and the specific cooperation is in accordance with the company's processes and policies. Customers who come to Shanghai can contact and arrange at any time. Before the online platform is launched in March, attention should be paid to the integration of internal personnel, the replacement of new people, and the intensive training of policies and systems. At an appropriate time, we can consider sending mature personnel to foreign market areas. New colleagues strengthen training to meet the upcoming national market investment in March.
Main basic parts to master:
1, strengthen personal ability, mainly reflected in language organization ability, logical ability, understanding of the company's network platform and mastery of sales policies;
2. Master the channel development and process, as well as the market service system;
3, strengthen team consciousness, communication, find and point out the problems existing in the work, and solve them in time.
(2) Market development model
1, the development of offline customers The offline customers in the Shanghai market have basically visited, and those who have not reached cooperation in time are also maintaining benign interaction. 1 year later, they will definitely get the goods from our company. At the same time, colleagues in the marketing department also need to introduce our Hengyu auto parts network platform to customers at an appropriate time, so as to increase the number of settled businesses as soon as possible after the platform goes online.
In foreign markets, Anhui Hua, Beijing Ai Century and other foreign customers have also stepped up contact and reached cooperation as soon as possible. Colleagues, other provinces must also step up their efforts to find powerful partners.
2. Develop online customers (combination of network promotion and telemarketing)
(1) network promotion
The information released includes enterprise information, enterprise website, product pictures, enterprise-related qualification certificates, company email address, company fixed telephone number and other contact information;
A, do network promotion in designated areas, and the promotion objectives mainly include the promotion of websites such as industries, city portals and investment promotion agencies;
B, sorting out and counting the information of relevant demand agent joining projects;
C. reply through various website posts.
(2) Telemarketing
Communicate with customer information by telephone in designated area, and inform company information, product information, industry information, etc.
A, telephone communication information obtained from network promotion;
B use the search software provided by the company to search for related keywords (such as automobiles, automobile beauty, automobile parts, etc.). ), sorting out local customer information and conducting telephone communication;
C. sort out the consulting customer information in the designated area of the original target and the current target.
(3) Complete the report statistics stipulated by the company, such as daily work statistics, customer information table and current target work log.
(4), matters needing attention
(1) network promotion
A. Subjectively judge the information sent by the website to avoid wasting time by publishing invalid website information;
B, timely update the website that publishes information, including the title, content and pictures of the information sent; Websites that have no traffic or have not passed the audit for 24 hours are listed as invalid websites;
C, timely communication problems encountered in the promotion process, or good promotion methods.
(2) Telephone communication
A. Have a simple understanding of the telephone communication process, be familiar with the performance advantages of the company's products, and have accumulated certain knowledge such as relevant national policies, industry information and similar product information. Maintain a good communication mentality, pay attention to the use of words and the speed of speech;
B, make a detailed understanding of the telephone communication object, such as the other party's name, contact information, the current industry of the city (urban or county-level city), the understanding and evaluation of the company's products, the understanding of the local city and the opinions on operating projects, and possible market problems that need the support of the company;
C in the process of telephone communication, the company's planning, project cooperation mode, support mode and product price system are not involved;
D, maintain a certain communication attitude, according to the relevant regulations of the company, don't answer any questions easily, leave an unprofessional impression on the other party, and submit the questions of customers with strong cooperation intention and interest to relevant personnel for communication;
3. Work log
The work report must be carefully completed on time, and the purpose of information summary and timely adjustment of working methods has been achieved.
4. Working face
After mastering the workflow, channel developers must have a daily work plan and a weekly work plan to make themselves more motivated and purposeful. Daily work summary and weekly work summary are based on the daily plan and weekly plan specified by colleagues and the daily plan and weekly plan of channel sales specified by channel department.
5, reward and punishment system
In order to encourage employees' work enthusiasm and enthusiasm, and strengthen their sense of responsibility, rewards and punishments are given according to the relevant contents of the company's employee code and the provisions of the company's salary table, so that rewards and punishments are clear.
6. Others
In order to enable the company to grasp the work situation in time and communicate with colleagues in the channel department in time, a daily meeting is held in the company conference room at 16: 30 every afternoon, asking everyone to get ready, communicate their opinions and suggestions in time, rectify the problems found in time, and lay a good foundation for the next day's work.