How to open an automobile shop

operation of automobile beauty shops

I. customer development

customer development refers to a series of public relations activities carried out by automobile beauty shops to attract and keep customers. A stable source of customers is the premise for the normal operation of automobile beauty shops, so customer development is the primary and most important work of automobile beauty shops.

(1) Development of new customers

New customers refer to customers who have never done car grooming in our store before, and new customer development is an inevitable choice for beauty shops to defeat competitors and expand their business scale. There are usually two sources of new customers: one is new car users; The other category is customers transferred from other car beauty shops. Beauty shops should adopt appropriate strategies for these two kinds of tourists respectively.

1. Attracting customers with opening discounts

It is particularly important to develop new customers for newly opened automobile beauty shops. We should make full use of the opening opportunity and take various preferential measures to attract customers. According to different clients, its public relations strategy is as follows:

(1) For official cars of government agencies, organizations and various enterprises and institutions at all levels, auto beauty shops can directly contact units with more official cars, send them invitations and temporary VIP cards to attend the opening ceremony, and stipulate that those who go to the beauty shop for auto beauty maintenance and guests can get special discounts during the trial operation period and the opening day, and can get VIP cards valid for more than one year. In the invitation letter, it should be indicated that no consumer cards with the same or more preferential benefits will be issued after the opening of the business. In order to keep the promise, when the discount cards are issued again after the opening of the business, the discount range should be lower than that issued before the opening of the business. If the discount range is higher than that issued before the opening of the business, a special explanation should be made.

(2) For private cars, discount cards and invitations are generally issued directly to the owners, for example, discount cards and invitations are issued directly to residents in residential quarters, or they are placed in the car in the parking lot of the quarters. You can also issue discount cards and invitations to car owners through units with high private car ownership rate.

(3) The beauty shop can also entrust a nearby gas station to distribute small gifts with discount cards and invitations, or send a special person to the downtown area to distribute discount cards and invitations to passers-by.

2, using car dealers to win new customers

The key to attracting customers is to make consumers become customers of our car beauty shop when they buy cars. The specific strategy is: beauty salons should establish strategic cooperative relations with major local car dealers, and car dealers will send a membership card every time they sell a car, and they can enjoy a free or special preferential service for an indefinite period of time, so as to attract new car users to the maximum extent.

3. Transfer customers from other auto beauty shops

It is more difficult to transfer customers from other auto beauty shops to their own shops than to attract new car users. It takes a lot of work and a great price to urge customers from other auto beauty shops to move to their own stores. First of all, we should understand the service and customers of other local car beauty shops, and then analyze the shortcomings of these car beauty shops and the real needs of their customers. At the same time, we will strengthen the service and management of our own store to ensure that customers of other auto beauty shops can get satisfactory service in our own store. Then, through preferential activities, market research and other contacts with customers of other car beauty shops, we promise that as long as these customers use the membership cards or discount cards issued by other car beauty shops, they can exchange them for a membership card or discount card from their own shop, and give them more discounts than the car beauty shops they used to go to.

(2) Consolidating old customers

Consolidating old customers is very important for the development of beauty shops, because as long as all old customers are retained, the business volume of beauty shops will only increase rather than decrease. On the contrary, if there is a serious loss of old customers, on the one hand, beauty shops have to invest a lot of money in order to develop new customers, on the other hand, the loss of old customers is likely to hand over the bad influence on beauty shops to potential consumers, thus increasing the difficulty for beauty shops to develop new customers. To this end, beauty shops must do the following work for old customers.

1. Establish customer files

Automobile beauty shops should keep customer files on the basis of daily business records, which can facilitate contact with customers and accurately calculate various consumption points. Beauty shops should make a record of consumption points that combines customer points cards with customer file points. If a consumer does not bring a credit card when spending in a beauty shop, he can record it in the customer file first, and note the information that is not recorded in the credit card, and then add it to the credit card at a later convenience. For the confirmation of customers, the method of "recognizing cars" and "recognizing people" is adopted in parallel. As long as people with customer records drive to spend, no matter whether they have registered cars or other cars, they can get points; Similarly, as long as a registered car comes to the store for consumption, no matter whether the driver is the original registered customer or others, points can be earned, but the above points can be credited to the points of the customer who originally established the file.

2. Strengthen communication and publicity

Car beauty shops should do a good job of communication and publicity during the non-service period for old customers. The specific work content is to deliver publicity advertisements to old customers every month, introducing new services and various preferential activities of beauty shops; Have a telephone conversation with old customers every two months to find out whether the customers need car beauty care service recently and whether they need other matters helped by beauty shops; Send greeting cards to old customers on important festivals.

3. Ensuring service quality

High-quality service is an important guarantee for consolidating old customers. A research report published by Harvard Business Magazine in the United States pointed out that customers who are re-supervised can bring 25%-85% profits to enterprises. Among the factors that attract them to come again, the quality of service is the first, the product itself is the second, and finally the price. It can be seen that service quality plays an important role in consolidating old customers. Therefore, employees in all positions of automobile beauty shops should be enthusiastic in service, operate carefully and ensure quality. If the service provided to customers is defective, the beauty shop should take the initiative to propose remedial measures and apologize to customers.

4. Providing other services

After finishing car grooming for customers, car beauty shops should try their best to provide other services for customers. The main work includes: understanding the effect of beauty care and customer satisfaction, providing technical guidance and consulting services, solving technical problems for customers, and providing services for spare parts and spare parts.