How to become a good car salesperson

At the same time, the work of the sales representative still needs to be expanded. There is no hope in only selling, because what you sell is products or services, and only by continuously expanding the market can you establish a long-term market position and win the market. Long-term market share has established important intangible assets for the company's sales channels and won stable performance for itself. So, how to become a good car salesperson? 1. Basic qualities that car sales personnel must possess: An excellent and competent front desk receptionist should be able to communicate well with customers during reception. Must have the following basic qualities: 1. Rich sales experience and familiarity with the business process of the company; 2. Familiar with the quotation composition of each model; 3. Possess professional automotive theory and familiar with automobile structure; 4. Familiar with one-stop service rules; 5. Understand the corresponding policies, regulations, and systems; 6. Understand the psychology of customers and be good at communicating with customers. Now that you have the necessary basic qualities, what kind of mentality should you have as an excellent sales representative? 2. The mentality that an excellent salesperson should have: (1) A sincere attitude is the basic requirement that determines whether a person can succeed in doing things. As a salesperson, you must have a sincere heart and treat customers and colleagues sincerely. Only in this way will others respect you and treat you as a friend. The business representative is the image of the company, the embodiment of the company's quality, and the hub that connects the company with society, consumers, and dealers. Therefore, the attitude of the business representative directly affects the company's product sales. (2) Self-confidence Confidence is a kind of power. First of all, you must have confidence in yourself. At the beginning of every day's work, you must encourage yourself. You must be able to see the advantages of the company and your own products, and keep these in mind. To compete with your opponents, you must have your own advantages and face your customers and consumers with a winning belief. As a sales representative, you are not only selling products, you are also selling yourself. Only when customers accept you will they accept your products. Joe Girard, the world's Guinness record holder and known as the king of car sales, once retailed more than 1,600 cars in a year, averaging nearly five cars a day. When he applied for a car salesman job, his boss asked him, have you ever sold cars? He said, no, but I have sold daily necessities and electrical appliances. The fact that I can sell them means that I can sell myself, and of course I can also sell cars. There is no power in knowing, only there is power in believing. Joe Girard was able to succeed because he had a sense of confidence that he could do it. (3) Be a thoughtful person. "Everything you pay attention to will lead to learning." You must develop the habit of diligent thinking and be good at summarizing sales experience. Review your work every day and see what you did well and why? Not doing well, why? Ask yourself a few more whys? Only by discovering shortcomings in work can we encourage ourselves to continuously improve our working methods. Only by improving our abilities can we seize opportunities. Opportunities are equal for everyone. As long as you are dedicated, you will surely become the leader in the industry. When Taiwanese entrepreneur Wang Yongqing first started running his own rice store, he recorded the time each customer bought rice and remembered how many people were in the family. In this way, he calculated how many days the rice would last, and when it was almost finished, he would give it to the customer. The customer sends it over. It is Wang Yongqing's carefulness that makes his career develop and grow. As a sales representative, you must understand every change in your customers, strive to grasp every detail, be a thoughtful person, constantly improve yourself, and create a more exciting life. (4) Resilience Sales work is actually very hard, which requires business representatives to have the resilience to endure hardship and persevere. "Eat hardship and sow hardship, only then can you succeed in others." Half of the sales work is done with your feet. You have to constantly visit customers, coordinate with customers, and even track consumers to provide services. Sales work is by no means smooth sailing. You will encounter many difficulties, but you must have the patience to solve them and have the courage to do so. Indomitable spirit. Before the American star Stallone became famous, in order to be able to act in movies, he recommended himself to various Hollywood movie companies one by one. After he hit the wall 1,500 times, a movie company finally wanted to use him. Since then, he has entered the film industry and relied on his perseverance and resilience to interpret many tough guy images and become one of the most famous movie stars in Hollywood. Are the problems that sales representatives encounter every day greater than those encountered by Stallone? No. (5) Good psychological quality Only with good psychological quality can you face setbacks and not be discouraged.

Every customer has a different background, personality, and way of life. You must be able to maintain a calm mind when you are hit. You must analyze customers more, constantly adjust your mentality, and improve your working methods so that you can face all criticisms. . Only in this way can difficulties be overcome. At the same time, we should not be complacent because of temporary success. We must know that "extreme joy brings sorrow." Only in this way can we be able to win without being arrogant and lose without being discouraged. (6) Communicative Skills Everyone has strengths. Every sales representative is not necessarily required to be well-rounded and articulate, but he must communicate with others more, develop his own communicative skills, and make as many friends as possible, so that there will be more opportunities. , you know, the road is easier when you have more friends. In addition, friends are also resources. You must know that you will not succeed if you have resources, but you will succeed if you make good use of resources. (7) Enthusiasm Enthusiasm is an emotion that is contagious. It can drive people around you to pay attention to certain things. When you communicate with customers enthusiastically, your customers will also "throw something in and return the favor." With peach". When you are walking on the road, you happen to meet your client. You reach out your hand and greet him warmly. Maybe he has not met someone who values ??him so much in a long time. Maybe your enthusiasm will lead to a new deal. transaction. (8) Knowledge should be broad. Sales representatives have to deal with people of all kinds and at all levels. Different people focus on different topics and content. Only with extensive knowledge can they have the same topic with each other. Only then can we talk about speculation. Therefore, you should dabble in all kinds of books, whether astronomy and geography, literature and art, news, sports, etc., as long as you have free time, develop the habit of continuous learning. (9) Responsibility: The words and deeds of a sales representative represent your company. If you do not have a sense of responsibility, your customers will learn from you, which will not only affect your sales, but also affect the company's image. Undoubtedly, this will harm the market. A family of three moved into a new house. The wife saw that her husband and son were not very particular about hygiene, so she wrote a slogan at home: Everyone is responsible for hygiene. After my son came home from school, he saw the slogan and took a pen to change the slogan to "Pay attention to hygiene, it is the responsibility of adults." The next day, when my husband saw it, he also took out a pen and changed the slogan to "It is the wife's responsibility to pay attention to hygiene." Although this is a joke, it illustrates a problem. Responsibility cannot be shied away. Only by taking responsibility, just like the family in the story, how can we make the home more hygienic? First of all, you must pay attention to your own hygiene and not shirk your responsibilities. As a sales representative, your sense of responsibility is your credibility, and your sense of responsibility determines your performance. (10) Negotiation Power In fact, business representatives are negotiating all the time. The negotiation process is a process of persuasion and a process of finding the best combination of interests for both parties. Before negotiating, you need to understand the situation of the other party. As the saying goes, know yourself and the enemy. The more you know about the other party, the better it is for you and the more opportunities you have to take the initiative. Sun Tzu said, if you know yourself and your enemy, you can fight a hundred battles without danger. The performance of negotiation power is not that you can talk endlessly, but that you can grasp the key points, first meet the needs of the customer, and then meet your own needs. When both parties have objections, it depends on how much information you have about the customer. Well, the more information you have, the better you can use your initiative. The purpose of negotiation power is to achieve a win-win situation and achieve mutual benefit. A business representative must develop the habit of diligent thinking and summarizing. The customers you face every day are different, so you must negotiate in different ways to reach the most satisfactory deal with your customers. This is the purpose of your negotiation. Former national football head coach Milu said: Mentality determines everything! I believe that the door of luck is always open to those who work hard. There is no humble job in the world, only a humble work attitude. As a sales representative, only by facing every day's work with a humble attitude and a positive attitude, success will surely be waiting for you and me not far away. In the process of doing sales, I discovered a strange problem. For a newly developed market, a sales representative with weak business ability, but as long as he is fully prepared, his performance will be higher than that of a sales representative with stronger business ability. But the business representatives are not prepared, why? Although the sales process is affected by many related factors, the most important thing is that you need to understand what you want to do? There are no great salespeople, only great preparers. 3. Professional training for car salespersons How to become an excellent car salesperson? In addition to improving your own quality, professional training is also a great driving force for your success. As we all know, economic benefits are the center of all corporate activities, and sales are the main way to achieve economic benefits.

In order for the cars in the car dealership to be delivered to the users, they must be exchanged for goods, and the exchange of goods must be realized through the labor of the salesperson. Therefore, sales work has become an indispensable and important part of the entire dealership. Therefore, automobile operation and sales are glorious and important positions. Only in the market competition of survival of the fittest can automobile sales personnel understand the market, adapt to the market, and control the market, so as to win the market and obtain greater profits for the dealership. As the skills of sales staff improve, we will naturally think of providing professional training to sales staff. Then, training needs to be supported by appropriate content, otherwise, everything will be empty talk. (1) Product-related knowledge Product knowledge is the most important and basic training content. It may involve all of the company's product lines, brands, product attributes, uses, variability, materials used, packaging, manufacturing methods, causes of damage and their easy maintenance and repair methods, etc. Product knowledge training may not be limited to which products the trainee specifically promotes. In addition to our company's products, you may also need to know the price, construction, functionality and compatibility of competing products. A primary purpose of salespeople's product knowledge is to be able to provide potential customers with the information they need to make ideal decisions. If product knowledge is effective and reliable, sales staff can increase their pride and trust in the product. During the sales process, customers can also understand the operation and use of the product, thereby increasing customers' desire to purchase the product. Professional car sales consultants must have comprehensive knowledge and unique insights, be able to build trust with customers, and help them establish evaluation systems and standards that favor the car products they sell. Of course, you also need to know more about cars than car designers. The biggest difficulty in sales is that each salesperson must have a comprehensive and in-depth understanding of the automobile products he or she sells, have an in-depth understanding of the products of competing brands, and be very familiar with automobile-related professional knowledge. Nowadays, there are many car brands on the market, and each brand has multiple specifications and models. Sales staff have to face countless car products. In this way, much more time and energy is spent on product understanding during sales than on other products. If you don’t have a correct understanding of your own sales work and are unwilling to spend a lot of time on research in this area, you will have a partial understanding, which is not conducive to your own sales. Judging from the customer's decision-making process, before they decide to buy, they will definitely ask the sales staff to give a satisfactory answer to any questions they ask. As long as there is any disapproval, the entire sales effort will be wasted. Therefore, rich product expertise is the core issue of automobile sales. To become a professional and efficient car salesperson, you should pay attention to mastering the following knowledge: 1) The creation history of the car brand, the brand's status and value in the industry; 2) The situation of the manufacturer: including the time of establishment , growth history, corporate culture, product upgrade plans, new product research and development, and future development goals of the company; 3) The structure and principles of automobile products, advantages and selling points compared with other competitive products; 4) Applications in automobiles New technologies and concepts: such as ABS, EBD, EDS, GPS, all-aluminum body, Bluetooth technology, etc.; 5) For some customers who pursue novelty and differentiation, they should surpass competitors in the interpretation of new technologies; 6) World Cars The history of industrial development: It is necessary to have a thorough understanding of some historical events that have affected the development of the automobile industry; 7) Common sense about car loans, common sense about car insurance, common sense about car repair and maintenance, common sense about car driving, professional knowledge about car consumer psychology, and other automotive majors relevant knowledge. Only by comprehensively and deeply mastering more product expertise than competitors can we have the conditions to surpass competitors and win sales successfully. At the same time, car salespeople must focus on competing car products and understand the following aspects of competitors: 1) Brand advantages: including brand history, brand awareness and influence, and the added value the brand gives to customers; 2) Product advantages : Technical characteristics, performance levels, important differences and other product sales of various products, relative advantages and disadvantages, etc.; 3) Special sales policy: ongoing or past sales activities, the dealership’s commitment to customers; 4) Sales Situation of the seller: the seller's growth history, current corporate culture, current business operations, characteristics of the company's leaders, professional abilities of the sales staff, customer evaluations of them, etc.

Under normal circumstances, when customers purchase automobile products, they will ask sales staff to compare similar products. At this time, if the sales staff do not know the situation of competing products and competing merchants, it will be difficult to explain their sales proposition to customers, thus affecting They make decisions. When customers ask for comparison and evaluation, be sure not to make negative comments. This is basic common sense for professional car sales, but you cannot praise competing products twice as much. From the perspective of consumer psychology, if the disadvantages of competitors are explained according to customer requirements, they will psychologically widen the distance from the sales staff, which is not conducive to dispelling their objections. Especially when evaluating competitors and competitive products that customers have already recognized, the negative effect is more obvious. Therefore, a major forbidden area in car sales is that any salesperson must not speak ill of competitors and must use the skills to resolve customer objections to effectively handle this issue. (2) Company-related information: Know your own company better than your boss. Once customers determine the make and model, their next step is to choose a dealer. At this time, one of the issues they are most concerned about is what kind of company they are going to cooperate with, how strong it is, how long it will survive, whether it is worthy of their reliance, what guarantees they will get in the future, etc. To this end, sales staff must understand the company's development history, corporate culture, scale, operating status, shareholder status, future development direction and goals, and customers' evaluation and reputation of their company, in order to strengthen customer recognition. When customers choose a dealer, in addition to asking the sales staff directly, they will also provide evidence based on external surveys. They will pay great attention to details, so it cannot be ignored that they will evaluate the company's situation through some inadvertent words and deeds of the sales staff during their contacts with the sales staff. At this time, the salesperson's favorable impression of his or her company will directly affect the customer's decision-making. If the car salesperson does not have a clear understanding of the company's growth history, current achievements, future development prospects, company culture, etc., no one has a deeper understanding than the company's boss of the parts that are helpful in influencing customer decision-making. Unable to win customer trust. Only by describing the company's development prospects can we enhance customers' purchasing confidence, and by expressing true emotions such as love for the company and admiration for the company boss, so that customers can feel that this is a company that does what it says and has good corporate culture and development prospects. businesses, prompting them to make purchasing decisions as quickly as possible. Here, a special reminder is that even if you have any opinions, dissatisfaction, or negative views about the company, you are never allowed or allowed to talk about it in front of customers. If sales staff reveal some negative situations intentionally or unintentionally during the communication process with customers, it will inevitably increase the psychological burden and pressure on customers and prompt them to have more concerns in cooperation. On the contrary, if the salesperson's evaluation of the company he works for is positive and positive, this emotion will directly affect the customer's preference for choice. Therefore, if the customer does not make a deal with you, it is not their fault, but you should reflect on whether you have injected bad information into the customer's brain at the beginning of the sale. In addition, sales staff can carefully summarize the advantages and characteristics of their own company through in-depth understanding of their own company, and can resolve some objections raised by customers in a timely manner during sales. What is emphasized here is that the company's advantages should be explained with some standards and published results that are familiar to customers, and some undisclosed but truly unique and distinctive content should also be provided to customers as a reference. For example, customers are very concerned about after-sales service. In order to illustrate the company's ability and level in after-sales service, you can list the maintenance technology training and competition in the same industry at a certain time. If our company wins the first place in the competition , you should let customers identify with your company through the description of the situation. If a customer expresses doubts about the company's professional capabilities, they can list the educational level of various personnel in the company, the company's employee training, and the total number of years that all maintenance personnel have been engaged in professional maintenance. In a word, if you want to eliminate customers' objections, facts are the best answer. Only by knowing yourself better than your competitors and knowing the enemy can you win every battle. This is the principle of military success expounded by Sun Tzu in The Art of War, and it is also a principle that must be grasped in business wars. Company knowledge training generally includes: the company's history and achievements, the company's current status and strategic goals, organizational structure, key persons in charge, corporate philosophy and relevant policies for the company's sales activities. Company policy is one of the things that new salespeople are most interested in because it involves sensitive issues such as the compensation system and company interests.

In addition, during sales activities, salespeople often encounter problems such as customer requests for price reductions, product modifications, faster delivery, and more favorable credit terms. These situations must be handled with the guidance of company policies. (3) Market and industry knowledge Market and industry knowledge can be divided into two aspects: broad sense and narrow sense. Broad knowledge is concerned with how industries perform in the economy. For example, economic fluctuations will have an impact on customer purchasing behavior. Customers will have different purchasing patterns and characteristics during economic ups and downs. As the economic environment changes, salespeople should constantly adjust their sales techniques. If the environment is in an inflationary period, salespeople can use this to persuade customers to buy in advance. If sales personnel are also involved in sales forecasting and sales planning, then broad knowledge is very necessary. Narrow knowledge mainly includes the knowledge of current customers. Salespeople need to understand customers' purchasing policies, purchasing patterns, habits and preferences, and the products and services proposed by customers. In some cases, the salesperson also needs to know who the customer is serving, the customer. For example, wholesalers face retailers, and retailers face consumers. (4) Sales and Negotiation Skills Salespeople should understand customers better than customers and have broader knowledge than them. If the salesperson asks the customer: "Do you understand your needs?" the customer will definitely tell: "Nonsense, this is still a question, especially for customers who are extremely unprofessional in automobile products. When asked what kind of car they need to buy When purchasing products, some irrelevant or even unrealistic requirements will be put forward. Indeed, customers will go through a relatively long process from the initiation of the desire to buy a car to the final purchase, from "initial envy", "heartbeat", "want". In the first three stages, to "reach a need" is just an idea and cannot be implemented into action. At this time, the job the salesperson has to do is how to shorten the process and accelerate the changes in the customer's purchasing psychology. , make their needs and desires clear before competitors, and ultimately achieve the sales goal. To achieve this change, salespeople must be able to see through customer psychology and clarify customer needs, that is, compare customers to themselves. The understanding needs to be in-depth and accurate. In addition, customers are of various types, with different professional experiences, professional backgrounds, and professional characteristics. Communication with them must be individualized and targeted according to their characteristics. Therefore, marketing knowledge and training can help sales staff face complex market situations and accurately grasp customer needs. Business management knowledge can help sales staff build empathy with high-level customers, and financial knowledge can help customers increase their investment. efficiency and reduce purchase costs. Therefore, in order to ultimately achieve product sales, salespeople must master and use some basic sales techniques and negotiation skills: First, identifying potential customers can have many sources of clues. Such as existing customers, suppliers, industry associations, business directories, telephone directories, newspapers and magazines, etc. Second, prepare to visit. After identifying potential customers, you must determine the target customers to visit and collect as much information as possible from the target customers. situation, and develop targeted visit times, visit methods and sales strategies. Third, determine the approach. Sales staff should be prepared to greet customers for the first time and use their good behavior to promote a good relationship between the two parties. The beginning. Fourth, display and introduce the product. The salesperson should know how to attract the customer's attention, arouse the customer's interest, and finally make the customer take action. Fifth, the salesperson is introducing the product to the customer. When promoting products, customers will generally be resistant and raise objections. At this time, salespeople need corresponding skills to guide customers' emotions so that they give up their objections and accept their own suggestions and opinions. Sixth, be able to do so. Help customers invest in financial management. A considerable part of car consumption is household consumption investment. For this type of customers, they have limited funds. How to effectively use the limited funds to achieve higher purchase goals is their concern. If the sales staff is more professional. Knowledge of investment and financial management and providing some skills in this area will help consumers choose the car model, investment and payment method that suits them during the car purchase process, and assist customers to obtain the most effective investment portfolio. Various investment benefits. Seventh, make a deal. Salespeople need to master the skills of how to judge and seize the opportunity for a transaction. They must know how to find signals that can lead to a deal from the customer's words, actions, comments and questions. Eighth, follow-up work.

After the deal is concluded, the sales staff need to start fulfilling the contract conscientiously, ensure delivery on time, quality and quantity, and provide guidance and services on the installation, use, maintenance and repair of the product. These follow-up tasks are necessary to satisfy customers and achieve repeat purchases. Sales staff must pay full attention to them and complete them with a positive attitude and an uncompromising spirit. Once a customer becomes interested in a product, the two parties must start negotiating on price, credit, delivery time and other conditions. Negotiation skills are very important to whether the deal can be finally concluded, including when to start negotiations, clear negotiation strategies and tactics, etc.