Experience Sharing" Car Sales Skills and Speech

Experience sharing of car sales skills and speech

1. Story 1

Xiao Li, a salesperson of a certain automobile company, worked hard to make an appointment with a customer on a time Pay a visit. That day, Xiao Li went to visit as scheduled. The customer asked him to sit down and looked at him without saying a word. Xiao Li was not prepared in advance. He was shocked when he saw this customer. He didn’t know what to say. He thought to himself: Why is this customer so serious?

The customer is always very busy, and he hopes that the sales staff will Come prepared. At this time, the customer was impatient and said: "If you need anything, just tell me quickly." ?

Xiao Li became even more nervous after hearing this, stammering and not knowing where to start.

The client said: "It seems that you have no preparations, and I am also very busy. How about this, you leave the information and I will take the time to study it." ?

As a result, Xiao Li had no choice but to keep the information and return without success.

2. Story 2

One day, when Xiao Zhang, a salesperson of a certain automobile company, was on duty, a customer asked Xiao Zhang two questions after looking at a car in the showroom. question.

This customer is very concerned about safety issues. He asked Xiao Zhang: Where is the ABS of this car produced?

This question is very common and occurs in the daily sales process of car sales companies. Among them, customers ask this question relatively frequently. Xiao Zhang didn't know how to answer because he didn't know whether the ABS installed on this car was domestic or imported. He had to ask the salesperson next to him, but he didn't get a satisfactory answer. In order to sell this car to a customer, Xiao Zhang replied: "It may be imported." ?

This customer asked again: ?This car is out of stock now, when will it be available?

This question is also the most frequently asked question by customers in daily sales. Because it is impossible for a car sales company to prepare every car model and every color. Xiao Zhang was anxious again. He said: "Wait a moment, I will ask our leader." ?

Coincidentally, his leader was not in the company at the time, and the phone could not be connected.

The customer couldn’t wait and kept asking him: How is it? When will the goods be available? Xiao Zhang had no choice but to finally say: It will take about half a month. ?

The customer asked two questions, one was unclear and the other was approximate. This customer was a little unhappy. The customer said: "My time is so tight, but you told me that it was probably possible. How do you ask me to decide? I'd better go elsewhere and look." ?This story is also very representative, and it vividly shows that a good potential customer was lost.

Two conditions

The above two cases illustrate that these two salespeople lack professional knowledge, sales skills and confidence in actual combat. In order to prevent similar problems from happening in the future, salespeople must have at least two conditions, one is business ability and the other is personal quality.

1. Business capabilities

Contents of business capabilities

First, we need a new marketing concept? A customer-centered marketing concept.

Second, we must use appropriate methods and techniques to meet customer needs.

Third, you must have rich professional knowledge.

Content of professional knowledge

The first one is corporate knowledge. Company introduction, company's sales policies, such as profit and promotion policies, and service items.

Second, product knowledge. That is, understand the car manufacturers, brands, performance, functions and configurations of each car.

The third one is market knowledge. Including the market share of this car, comparison with competing models, advantages and disadvantages, etc.

The fourth one is user knowledge. User knowledge mainly includes customer groups, consumption habits, customers' purchasing motivations, customers' hobbies, customers' decision-making purchasing power, etc.

For example, customers engaged in the small commodity industry prefer vehicles with larger space that can carry some goods. Multi-functional vehicles such as SUVs and SRVs are more popular with them; customers engaged in road and bridge construction operations prefer Jeeps and SUVs with good off-road performance. .

2. Personal quality

Personal quality mainly refers to two aspects, one is dignified appearance, and the other is good psychological quality.

Dignified appearance

Dignified appearance means that when sales staff meet or visit customers, if they do not organize their appearance in advance, they will often fail.

Case

A salesperson went to visit a customer for the first time. After arriving at the customer’s company, he unexpectedly found that a salesperson from another automobile company was also there, and he He arrived first. The salesperson rushed over in a hurry, with sweat on his face and his tie a little crooked. After the customer came out, he invited a salesperson from another company in. However, the customer did not want to receive this salesperson because of the appearance problem. The customer said to his secretary: Just leave his car information and let him go back first. ?This salesperson failed in the instrumentation department. Therefore, dignified appearance is very important when sales staff visit customers.

Good psychological quality

In addition to a dignified appearance, sales staff also need to have good psychological quality.

Case

After the above salesperson failed to meet with the customer for the first time, he kept introspecting and compared himself with the salesperson who was invited in. He discovered that his disheveled appearance might have offended his customers. But the salesperson refused to admit defeat. He made phone calls and delivered DMs, that is, product color pages, promotional pages, information, etc., and finally won the customer's appointment. This time, he learned the lesson from the last time and completely changed his appearance in order to attract the attention of his customers. Eventually, that customer becomes his friend, that is, he becomes his retained customer.

The salesperson always talks about this experience when he recalls it. Although he failed the first time due to instrument problems, he had a good psychological quality and never gave up. He must see that customer and win that customer away from his competitors.

Establish a mutual trusting relationship with customers

To establish a mutual trusting relationship with customers, you should pay attention to the following points:

Introduce politely

First, politely introduce yourself and your car company or dealership.

Remind him appropriately

Then, you can remind him by calling or visiting. You can also inform customers of the company's new preferential policies, such as asking customers: Have you seen the recent car advertisements made by our company? There are some preferential activities mentioned in them. During the activities, you can come to see the car or participate in a test drive. If you drive, we will provide you with an exquisite gift; if you place an order during the event, you can participate in the lottery for overseas travel. ?This is also a better tip.

Respect customers and pay attention to details

When sales staff visit customers, they must respect customers and pay attention to details. When meeting a client, first say, "Sir, you are very busy at work. I will take up five minutes of your time." ?Of course five minutes is definitely not enough time, but it doesn’t matter. We have all heard of storytelling. When it comes to key points, the storytelling actor will say, "If you want to know the details, please listen to the next chapter to explain it." The same is true when talking to customers. When it comes to the key points, you say, "Sorry, my five-minute appointment with you is coming up soon. I'm sorry." ?This approach fully respects customers. If the customer is interested, they will say, "It doesn't matter if you continue talking, I have time." ?Then you can continue talking to him.

Understand customer needs

When talking to customers, you also need to understand the customer's needs, be oriented by the customer's needs, and provide him with a car that meets his needs with reference to the customer's needs. car.

Combining vehicle introduction with test drive, sales staff should introduce to customers the highlights of this car and which advantages may meet the customer's needs. After hearing this, the customer may not believe it. At this time, you can ask him to come for a test drive. This is an extension and confirmation of the product introduction. This way customers may be more interested.

Confirm the customer’s phone number

The next step is to confirm the customer’s phone number. Please pay attention when confirming the phone number, especially the mobile phone number. The mobile phone number is usually 11 digits and must be recorded completely.

Case

One winter, a customer of a car sales company whose car broke down in the suburbs, called for help. After receiving the call, the company’s on-duty staff , recorded the phone number into ten digits. When the logistics team had prepared all the vehicle repair work and wanted to contact the customer, they discovered that they had remembered the wrong phone number. Although everyone was anxious, they had no choice but to wait there. But this customer was impatient to wait, and it was cold. The customer called and said: Why haven't you guys arrived here yet? Of course, the staff can't say that we remembered your phone number incorrectly. As a result, customers have a lot of opinions about this franchise store and this company. So everyone should pay special attention and confirm the phone number.