The second skill of novice car collection-born this way! Do a good job in the channel layout of used cars

There is an idiom in China called "what comes naturally", which means what comes naturally. Metaphor when conditions permit, things will naturally succeed, that is, success will naturally come. This idiom is often used in our life and work.

However, in the title of this article, I reversed this idiom and said it was "let nature take its course". Why? Because for any second-hand car dealer, the strong sales channel behind it is the basic condition to support its vehicle acquisition and sales, and it is also the basis for the benign operation of the enterprise.

In fact, every car dealer must first determine the sales channel before deciding what car to collect and how much to charge, so as to complete the transaction with you calmly and confidently. If in the transaction, you find that the car dealer is hesitant and offers a low price, it must be because you are uncertain about the sales channel or there is no suitable sales channel at all. At present, few car dealers quote low prices at the beginning, and the strategy of "opening low and going high" has long been unworkable (now that information is developed and transparent, low prices will "scare away" customers, which is not worth the loss).

Now that consumers are very mature, most of them have had the experience of selling cars. You must be very clear: when you compare the quotations of several used car dealers, you will find that there are high and low prices, so you can't help but ask: Why is this car dealer the only one with high prices? In fact, it is not that he wants to make less money, nor that he is wrong, but that he has a wider and more suitable sales channel than other car dealers.

Let me describe the scene. The actual car collection is usually like this: the used car dealer looks at your car, you look at him looking at your car, and wait for his quotation after looking at the car. At this point, it seems that the car dealer's focus is on your car condition, procedures, configuration, kilometers, or "calculating" the purchase price in his mind, or how to bargain with you after "calculating" ... In fact, this is really not the case! At that time, the car dealers considered the most: who would buy this car? how much is it? Where are the people who can buy it? These questions.

Second-hand car dealers decide whether to accept this car or not, depending on two factors: first, whether there is a clear "next home"; The second is whether there is any abnormality in the car condition and procedures.

So, for beginners, how to lay out the sales channels? You can refer to the following four points:

First, channel research. Investigate used car dealers in the area as comprehensively as possible. There are many types of car dealers: self-employed, small car dealers, large retailers, brand 4S stores and dealer groups. It is necessary to fully understand the common business categories of each channel and obtain their contact information through investigation. And gradually began to investigate the channels of foreign car dealers.

Second, strength analysis. Understand the inventory structure, capital scale, site scale, good models, word of mouth and business model of each channel. Try to understand it in detail, this is to "repair the canal" and lay the foundation for yourself.

Third, planning channels. It can be made into EXCEL spreadsheet tool or even ERP system according to "good at car models (such as Toyota and BMW)". ) and the main price (below 50,000 yuan, 1.5-0.2 million yuan) ".

Fourth, credit rating. The concept of "credit rating" should be introduced. Credit rating is an important guarantee for maintaining the channel relationship for a long time, including "the degree of redemption of the promised price, the evaluation of the efficiency of train service procedures, and the evaluation of payment efficiency".

For beginners, it is an effective way to carry out channel sales at the beginning of their career because of their small customer base and weak ability to collect customers. Then, according to the above method, how to apply it when you establish a channel system? You can refer to the following three points:

1, inquiry mechanism. Before you buy a car, do an extensive survey. There should be at least six (like auction). What you need to do is to accurately judge the car type and accurately evaluate the car condition. Two technologies are the core. Don't make a mistake about the model and condition. At the same time, it is necessary to accumulate customer negotiation experience at this stage. After all, it is necessary to talk with customers about the purchase price.

2. Channel wholesale. It's not enough just to ask if you will give the car! It is unacceptable to "break your word" if you don't do it! In fact, most novices started by selling vehicles to their peers, and gradually turned to retail after accumulating some experience, and finally reached the retail/wholesale ratio of 8:2. It should be noted that the handover method, payment method, logistics method, vehicle service procedures and other matters should be determined when selling in batches.

3. extensive cooperation. Don't rely too much on several channels. To cooperate with more car dealers, this is a necessary attempt to maintain a good inventory turnover rate when developing retail business in the later period. Remember, the more channels you dig, the more solid you will be. No matter how much water comes, you can "lead the water to where it belongs".

If "let nature take its course" emphasizes the natural force of water flow, then "let nature take its course" in second-hand car management illustrates the importance of making a good channel layout and emphasizes the motivation of operators to carry out business.

Finally, let's talk about what the old leader told me when I first entered the business: "First determine who can buy your car, and then decide whether to accept it, how to accept it, and how much." Up to now, I still find it very useful. Lay the channel first. You will feel extremely relaxed when the water comes.

(The title of this article is borrowed from the title of Mr. Wu's "Here comes the canal, here comes the water". Wu is the co-founder of Shuaiche used car, and also the leader of my work at Shuaiche. )

Text/Premier Wei Zhi's used car

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.