"A gentleman loves money well." Needless to say, the group buying market in the high-increment market in those days, even the market with almost no increment and only stock now, should not be simply defined as a market tool. From the beginning, "group buying" was a means of sales. Group buying raises the market? No, consumers have always come to group buying meetings for preferential policies.
A Taobao marketing manager once told me that "brushing the list is a road of no return ...", but his shop won the first place in the same category and bought a Mercedes-Benz single-family villa. Dealers in a city must have good group buying and bad group buying, just like Taobao shops have successes and failures. Brushing bills and group buying are both sales methods. How can they become the bane of dealers? If everyone thinks this method is a cancer, it must not be a profitable dealer.
On the contrary, group buying will test the ability of sales consultants the most! Today's group buying meeting has already changed from a large-scale group buying with a big scene and a large number of people to a small-scale group buying with a small number of people in a small area. In order to successfully meet a group purchase meeting, some 4S stores even dispatched sales staff to one-on-one hit the customers who arrived at the store. In the absence of pre-preparation, using limited time to promote orders will test the on-site adaptability of sales consultants. The whole sales team's individual attack, overall cooperation, and the promotion of upper-level personnel are deducted, which is comparable to real estate sales.
Unfortunately, group buying is only a channel for managers to acquire customers. Which store is not in car home, and it is easy to get clues? Excuse me, as long as there are channels for clues, who dares not pay attention? Managers don't pay attention to operation, but only to the whole, and should not push this pot to group buying.
At the beginning of group buying, the temptation to customers is indeed there. But soon, people have regarded group buying as a daily promotion method, just like adapting to today's short videos. For a long time, group buying is not attractive to consumers. People just listen to a group buying news, just like listening to a promotion news. Without temptation, how can you fall?
In this way, it can be said that the author's understanding of the actual transaction effect brought by group buying to customers is very limited. At present, the positioning of group buying is only to go to the store. Whether it is a deal, whether it is a "liar", whether the customer recognizes the preferential strength of the dealer, whether it is satisfied with the product quality, and what is the relationship with group buying? Group buying takes you to bargain and strive for concessions. Finally, the dealer didn't satisfy you. Do you think group buying is a liar or a dealer is not strong?
In the actual interview with dealers in July, the manager of 4S store only emphasized the consistent attitude towards after-sales. Obviously, the automobile industry is struggling now, and no one dares to touch the last cake after sale. You've already lost money selling cars, how dare you ignore them after sale? On the contrary, the long-term care for customers has been promoted to an unprecedented height. Pay a return visit, promote customers to bring customers, and improve after-sales experience. Everyone has been racking their brains to tap customer value. Why not ignore it?
Sales data has always been the core secret of the industry, and whether it is fake or not is not comparable to group buying. Without group buying, the data of daily promotions, auto shows and manufacturers' activities will be more real?
Group buying, like other promotion methods, is just a means of promotion. We don't "cultivate" the market, but try our best to squeeze it into cash. The original sin behind it is not group buying, but increasingly cruel competitive pressure and dark market environment.
Saying that group buying is not a business is like saying that going to school is a business, and attending a training class is not a business. Do you think everyone wants to? If you don't go, he will. If he goes, it's none of your business. As long as you can improve your grades, where can you divide "business" and "sideline"?
In fact, when every 4S shop owner and sales manager thinks that Yali Mountain is big, it is from this city that "another 4S shop has come?" Here we go.
At first, when there was only one 4S shop in a city, it was the competition among various automobile brands. OEM influences customers through product quality, word-of-mouth and advertising, and 4S stores introduce cars and provide services.
All this was broken because the OEM began to authorize a large number of other 4S stores.
For the OEM, naturally, I have one more authorization, one more deposit and one more inventory. Sales and statements are much better.
For dealers, there is one more competitor, one more marketing cost and lower profit. In order to maintain sales and reports, we must try our best to compete.
When the automobile market is booming, this contradiction is not obvious, but now it is more and more difficult to continue shrinking competition.
Cars are different from shops, and there is a geographical advantage that people in the south and north of the city are unwilling to run. For example, cars from a province in Shanxi can actually be bought in a provincial capital in Taiyuan. Transitional authorization will only seriously squeeze the living space of 4S shop dealers, so that they not only have fixed rent and salary, but also have fixed OEM margin and inventory cost. The sales above the head are more like the spell of Tang Yan, who is hard of hearing.
To quote the people in the 4S shop, bark and grass roots are really not for people to eat. Everyone knows that this stuff is not nutritious and difficult to swallow. The question is, how many days can you live after eating? If you don't eat, you will starve to death immediately. Do you think you will eat or not?
If you have worked hard to open a 4S shop, dressed in glamorous clothes, decorated with high-end atmosphere, and provided warm and thoughtful service, who will continue to do it if you only eat bark and grass roots?
In essence, the epidemic black swan not only detonated the economic crisis in advance, but also detonated the long-standing contradiction between the OEM and the dealer in advance. It is no exaggeration to say that the fewer 4S stores authorized by a city's OEM, the more emboldened it is to survive now. On the contrary, the more 4S stores authorized by a city's OEM, the more it is necessary to engage in promotion and group purchase, otherwise it will not survive at all. Regardless of city level. Over-authorization of dealers is essentially that the OEM has squeezed the dealer's business space. The main engine factory kills the goose that lays the golden egg, but the 4S shop has no choice but to promote it later.
In the darkest moment of the automobile industry, dealers have done their best. Should the OEM also take back the authorization of poor sales and poor management, optimize the dealers in several regions, and leave those autobots who are better, harder and more determined to struggle on this road to catch their breath?
Bark and grass roots are really not for people to eat.
Everyone knows that this stuff is not nutritious and difficult to swallow.
The problem is that if you eat it, you can last for a few days, and if you don't eat it, you will starve to death immediately.
Do you think you will eat or not?
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You don't harvest, I harvest? There are so many interested customers. Is the increment as good as you think?
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If you don't do activities, the manufacturer will say that you don't work hard and that you are negative. Dealers all know that killing geese will lay golden eggs. What can we do? There is no fairness between manufacturers and distributors, and no one cares about the life and death of distributors.
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If you don't buy it, someone will! China people just like competition! Group buying can still live for a month. Without group buying, the sales director and marketing director can still live!
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What is the essence of 4s shop?
What does a 4S shop do? Selling cars+repairing cars,
What does the auto trade and social repair shop do? He also sells cars and repairs cars.
What's the difference between a 4S shop and an auto trade+repair shop? The 4S shop is authorized by the main engine factory, but the auto trade shop repair shop is not authorized.
Then the 4S shop we are talking about is not just an authorized dealer.
Who will authorize it? main engine plants
What rights have been granted? After-sale right
Any product needs after-sales guarantee, and if it is a product for C-end users, it also needs sales channels.
But why doesn't the OEM do it itself? And find someone else to do it? Isn't it expensive to add one more link out of thin air? Because it was too big for him to handle, he decided to attract other people's funds and resources to do it together, so he had a 4S shop. Abbreviation: You help me with my work, and I'll share the money with you.
Therefore, the self-financing outsourcing organization-4S workshop is an organization group oriented to the absolute self-interest demand of the main engine plant.
Then look: only talking about the operation of 4S stores, not mentioning the main engine factory, is simply playing hooligans.
All right, get to the point: disaster year, disaster!
Now that many landlords are about to eat, you can talk to the tenants about how to get rich.
Do you think this is full or hungry? Right,
Authorized dealers really want to: I am the master of my life,
Then he must learn to sell like an automobile trade and sell after-sales like a social repair shop.
He can live without the main engine factory, and his fate can be controlled by himself.
But if a tenant doesn't have the courage to withdraw his rent, he will always be a tenant.
His fate is still up to the landlord!
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Having said that, 80% of the teachers have no jobs, so why not buy a group? I have always looked down on group purchase training, but the main engine factory gave you a group purchase order of 5 million, didn't you accept it? I believe that no training company will say: group buying is poison, don't do group buying! I'd rather starve our company than do this kind of work that hurts dealers! No one dares to say! Since no one dares to say that group buying will exist, because someone needs to make money! Group buying training started from 15. At first, it was looked down upon by many senior teachers. I keep saying, it won't last, it won't last. But now, I am also doing group buying, and the dealer's satisfaction is not high. Why? Do a line, love a line, drill a line! No matter how bad the group purchase is, someone will do it well, and you can't kill it with a stick. Since it exists, it makes sense! My humble opinion, I don't like welcome spray!
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This time you seem to be stimulating our managers and training teachers. Everyone has to bring home the bacon. Moreover, the OEM will also give you some sweetness, and customers will also gain something. If you don't fuck others, it will be embarrassing;
What is group buying? As the name implies, in order to speed up the turnover of goods and customers' transactions, a sales model was born. Well, then, our customers are a little bit, and the OEM has given us a lot of tasks. One mode is to pay for the goods! The other mode is to quickly harvest local customers, whether competing products or your own customers, on the basis of the former mode. Anyway, the sales manufacturer may give you a reward after one operation, but the local customers who should have contributed profits were cut to the quick by us, and then a vicious circle caused our profits and our sales team, but the manufacturers enjoyed it.
I think this bridge should be shown to the boss investors, so that they can pay attention to it, reduce the frequency of group buying and reduce their dependence on group buying, which has seriously infringed on the interests of dealers. Individual customers come in waves, and we talk in waves, buy groups and have promotion policies. In order to kill it incrementally, the OEM will give it a ranking and throw it to the boss. Please, the general manager won't do it? Forget it, the consequences of the market will eventually be repaid. Forget it, the China market is so big, there is always a speed, and group buying training will still be popular;
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The effect of group buying is obviously not as good as that of a few years ago. Unless there is a heavy promotion policy, current customers are not easy to fool. 4S group buying also supports consulting companies. The brand department of the manufacturer lacks the sensitivity of the first-line market and is constrained by the consulting company. You can also report beautiful fake figures to the leaders. Why not? However, it is good for dealers in non-central cities to seriously do group buying.
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This article comes from car home, the author of the car manufacturer, and does not represent car home's position.