As a car dealer, don't just pay attention to the product value and new car price such as "shape, function, configuration, advanced technology, safety and fuel consumption" in order to carry out the channel mission, create psychological contrast and highlight "high cost performance". Of course, this is necessary, but it cannot be regarded as the whole content of market work. There are many stores in the same regional market and the same brand. Even if consumers take a fancy to the model of their own brand, why should they go to your store to buy it?
The successful implementation of any marketing strategy is based on a clear target group, which is the foundation of the foundation.
Who are your customers? Do you know their age range, geographical distribution, occupation, industry and approximate income level? What channels are there to find them more easily? What are the interests of customers? What are the key points in the process of buying and using a car? What are the main possible interferences in the process of car purchase selection? Is the company's value proposition consistent with it? Is there any way or way to make it more acceptable ... this is the weak link of many car dealers.
No investigation, no right to speak. Tracing back to the source, never talk about the general plan without customers. Car dealers are always studying consumers, such as: basic characteristics, consumer psychology, behavior habits, decision-making ideas, purchase characteristics, car use status and so on. At first, you don't have to use professional customer management software. You might as well make use of the powerful data management function of office software to classify, summarize, research and analyze, visually display in the form of charts, diagrams and pictures, calibrate your cognitive direction and seek a breakthrough, thus playing a powerful guiding role in the formulation and implementation of strategies.
Second, publicity strategy.
As a conventional way to collect customers directly, advertisements are often divided into several parts. Without strict and continuous monitoring of the media, market personnel make hasty decisions based on historical experience or hearsay, resulting in a lot of waste of resources.
Usually, marketers are used to putting in mass media, such as newspapers, radio stations, the Internet, taxis, bus bodies and so on. The first two types of advertisements are relatively expensive, while online advertisements are relatively affordable and interactive, but they are gradually on the rise. Reality does not allow indiscriminate bombing. They have to consider selective bombing, and consciously choose targeted forms of mass communication such as DM and SMS to supplement and cooperate.
In the planning process, the launch target, expected effect, launch cost, media schedule, main content, copywriting, creative elements, advertising form, specifications, duration, frequency, strategy combination and other elements should be clearly in place. It is worth emphasizing that apart from paying attention to VI and CI standards, the advertising themes in each period are distinct and consistent to some extent, and it is forbidden to have too much theme content, distract attention, and split up with each other.
Adhering to the attitude of being responsible for the company, it is very important to monitor the effectiveness of media delivery. Sales consultant, service front desk and special investigation are important feedback channels and methods of marketing department. After evaluation, widely publicize the changes in the volume of incoming stores and sales during the relevant period, initially calculate and evaluate the advertising effect and delivery cost, write a report and save it for decision-making.
Third, promotion measures.
Promotion is a common method to attract customers. In the regional market, the promotion targets of automobile dealers should mainly focus on prospective car buyers and cross-consumers, and the free consumer groups and prospective car buyers who compete for brands are secondary. Never put the cart before the horse, regardless of priority, and never throw watermelons and pick up sesame seeds.
At present, in the market, cash concessions, gift packages, after-sales service, oil cards and tickets are given away; Access to travel opportunities and other ways emerge one after another, dazzling the public, and launched a battle for success or failure. There is no right or wrong way, good or bad. Why are there different results? Only at the right time, in the right place, and in the right way, can the desired value be delivered to the promotion target, and then successful sales can be achieved.
Successful sales promotion is produced through a strict process, on the contrary, only resignation. Automobile dealers should make clear all kinds of promotion targets in time according to different periods and different environments, and understand the corresponding characteristics of customers, find the convergence point between their own interests and the company's value proposition, act according to the camera and market accurately. Please don't wander blindly in paranoid novelty and wishful profit orientation.
Fourth, the store manager is employed.
In order to attract the target customers to the store, the marketing staff set up various temptations in all aspects of sales, such as courtesy in car inspection, courtesy in test drive, courtesy in car purchase and courtesy in recommendation. , or directly hold activities to attract the public, such as new car test drive, festival (anniversary) celebration, media car tour, fun competition, art and culture exhibition, etc. Generally, it will play a certain role in promoting.
However, the store manager should not only stay in the temptation of direct interests, but also make long-term plans and gradually deepen the company's "value proposition". On the one hand, business personnel strictly implement brand professional standards and service processes; On the other hand, the system displays the company's unique value appeal. For example, "quality, professionalism and integrity" may seem inconspicuous, but what is the real connotation of this concept for car dealers? What are the extensions? Still need marketers to sum up one by one, sum up repeatedly, correct the direction, and then improve the height. As a long-term guide to the consciousness and behavior of all employees, it also gives marketers a lot of room to play.
Salespeople should not only pay attention to the follow-up and achievement of sales, but also consciously leave relevant information about customers who come to the store and encourage unified classification and summary. No matter whether they buy successfully or not, at least they have a certain impression on the brand store, which will be the potential communication carrier of the brand store. Therefore, sales and marketing personnel should not ignore it. Take advantage of holidays, store activities and other opportunities to send greetings and dynamic information by telephone, DM, SMS and other means. And pay attention to the appropriate rhythm and frequency (once it is identified as spam and harassment, it will be self-defeating and not worth the loss), and strive to evoke memories again, and wait for a trickle to merge into a river.
Verb (abbreviation for verb) promotion activities
Outdoor display, test drive, community friendship, door-to-door visits and other promotion methods are also one of the indispensable channels for the exhibition hall to gather customers. During this period, the follow-up of sales staff is very important, which is not allowed to be sloppy, not to mention seemingly rich, but in fact it is chaotic and lack of discipline.
Every month, promotional activities organized by the media and advertising companies come and go, attracting investment from time to time fills dealers' ears and interferes with market decision-making. The planning idea of the third party is nothing more than increasing the authority with the help of industry organizations, governments and relevant institutions, enhancing the atmosphere of the scene with large-scale commercial venues, and expanding the influence with media publicity platforms. The form is similar, but the effect is really different, which requires careful judgment by car dealers.
Any promotion activities pay attention to purpose, planning and relevance, and the marketing department will implement it in a step-by-step and orderly manner according to the monthly customer gathering goal, so that customer gathering can be more effectively guaranteed. As a marketer, it has an unshirkable responsibility. Through continuous communication with the media and partners, it is clearly stated that the project cooperation matters should be determined before the plan is made next month. As a senior manager, he also has the obligation to supervise the consistency of plan formulation and implementation, and emphasizes to minimize additional applications.
Do a good job of expected publicity before the event and strictly deploy people and property; At the event site, we should pay attention to brand image publicity, formulate special promotion strategies, and ask sales consultants to carefully collect information about intended customers, record demand characteristics, and actively welcome them to the store to gain more practical experience. Afterwards, we should promote the media to follow up the report, collect and archive information, evaluate the effect, find out the gap with the plan, and take other remedial measures in time. Qixin will work together to ensure the realization of the monthly customer gathering goal.
Intransitive verb customer relationship
From customer to customer, marketing should return to the original point, strengthen service quality, and always pay attention to the establishment, maintenance and promotion of good customer relations. Automobile dealers gain motivation by accumulating a stable customer base and win more new customers to the store through customer word-of-mouth communication, which will greatly save the cost of obtaining customers. Why not? !
In fact, car dealers are not unaware of the importance of customer relationship, but lack sufficient attention. The working method of customer relationship is too thin, there is no systematic and effective assessment, and no constraint is indulgence. In addition, there is insufficient staffing and less training. Strictly speaking, customer relationship management can only be called "in name only".
Good customer relationship has certain strategic significance for the exhibition hall to gather customers, and improving the level of customer relationship management must be mentioned in the dealer's work schedule. Therefore, managers should lead by example, constantly improve their self-awareness, strengthen their self-quality, gradually improve management tools, work processes, relevant standards, assessment programs and effectively link them with salary and treatment, and gradually improve customer information through various investigation methods to lay a solid foundation for customer activities.
Only by mastering the customer information can the owner's activities have greater effect and influence. Through regular theme activities, we can get closer to each other, unite consumers through the implementation of customer points reward system, formulate service menus that effectively meet customer needs, and constantly create more positive communication opportunities, step by step, and deepen day by day, laying a solid mass foundation for the exhibition hall to gather customers.
VII. Public relations activities
In terms of gathering customers in the exhibition hall, the media, government organizations, enterprises and institutions, partners, internal employees and other stakeholders are also the propaganda carriers and potential customers of automobile dealers. Active public relations is conducive to improving the mention rate, enhancing the public's good impression of brand stores, thus giving customers some good reasons to come to the store.
For all kinds of media, car dealers can be said to love and hate, love widely, but they are worried about the negative communication. Because of its nature, they should face it calmly and always pay attention to maintaining their relationship. They should not favor one over the other. Partners, friends whose internal employees are in close contact with car dealers, the actual performance of the company will inevitably affect the direction of their reporting; There is no need to say more about maintaining good relations with government agencies, enterprises and institutions.
The continuous improvement of passenger flow is a long-term systematic project, which needs the organic combination of the above short-term, medium-term and long-term strategies, complement each other and advance step by step. Don't be limited to short-term means, think hard.