Buying a car is worth 4000 yuan? First-line Sales Car Purchase Routine Summary (1)

To say how to buy a car cheaply, we must first know what constitutes the "landing price" of a car. Remember, these three words are the most important keywords in this article. )

Bare car price+purchase tax+insurance+licensing fee+loan fee+other expenses = the landing price of a car. For 4s stores, this formula always keeps a dynamic balance. How to understand dynamic equilibrium? Let's simulate the psychological game between sales and customers about price, but we must follow two premises.

1. All customers will bargain, no matter how low the price is.

The responsibility of sales is to find ways to sell the car at a higher price and earn more money for yourself and the shop.

We skip the steps of greeting and breaking the ice in the store and go directly to the price negotiation stage. (For convenience of calculation, the figures are for reference only. )

Shop assistant: Hello, sir. This is our quotation. Please have a look. The official guide price of this car is 90,000 yuan, the purchase tax 1 10,000 yuan, the insurance 1 10,000 yuan, and the loan fee is 8,000 yuan. There is also our exquisite decoration gift package. For only 5,000 yuan, you can have more than 10 gifts, all of which are very affordable. The total price of this car is 1 1.5 million yuan.

Guest: Huh? This car in your store is so expensive, it's 65438+ 10,000 yuan in XX store (or the customer just heard of it and didn't see the actual order, so he didn't know anything about it, so he just tried it. Or really asked other stores, the price is ok, and there are photos of the other party's price list and evidence of the bottom price).

Sales:

1. (I immediately found out that the customer lied and played hard to get) Then I suggest you know more about this car. It really can't be so cheap. If that store can really sell so cheaply, I think you should consider it.

Generally speaking, customers will ask: How much can your store sell? As long as the customer speaks this sentence, the seller can basically be sure that his guess is correct.

The price quoted by the customer is within the acceptable range, which proves that the customer really knows this car and has great intention. It seems that you really know the price of this car. You're right, we did reach such a price for this car. But the price has fluctuated greatly recently, and it is difficult to get such a discount now. But there may be an opportunity today. We sold a lot of cars today and achieved our goal. The manager may agree to your low price. But first, if I go in and apply for your price, are you sure you can buy this car today?

At this time, if the customer agrees, the order will be completed in nine cases out of ten, and the price will not be much different. If the customer doesn't agree, it proves that his price is fake, and he has no idea. Then the sales will tell the customer that the price cannot be sold.

Did you find any feeling? Let's continue with the first idea.

Customer: How much can you sell in your store?

Sales: (market price test) Our cash discount is 5,000 yuan. 1 10000 can land.

Customer: 1 10000? I think it's still a little expensive. If you give me a discount, I will buy it at a price of 65438+ 10,000.

Sales: You really can't get so many discounts. I won't make any money if you chop like this. Tell you what, I'll send you another driving recorder, the original factory with high definition. what do you think? It costs 2000 yuan outside!

Customer: No, how much is the driving recorder worth? You give something valuable, around the mat or something. Then send me some maintenance and give me a discount of 5000, so I'll buy it.

Finally, the landing transaction price of this car is 6.5438+0.05 million yuan, but the sales and customer algorithms are completely different.

Customer: naked car discount 10000+ original driving recorder 500+ fully enclosed foot pad 1000+ twice maintenance 1000. It is equivalent to that I bought the original 1 1 17500 yuan with 105000 yuan. Indirect cheap 1.25 million yuan!

Sales: Landing 105000+7500 Boutique Gift Package Task-reserve price1010000 =16500 price difference, this order is earned!

Wait, there's a problem here! Why is the reserve price 10. 1 10,000, and the quotation is not110.5 million?

Let's review the quotation again: bare car price 90,000+ purchase tax 1, 000+insurance 1, 002+ handling fee 8000+ gift package 5000.

The price of naked cars has been cut by customers 1 10,000, and naked cars are normally discounted; Insurance 1.2 million, with a discount of 2000; The handling fee is 8000, and the bottom line is 0; The gift package is 5000, and the cost is as high as 1000.

See here, do you understand a little doorway? The gift package price of 5000 is actually only 1000, which everyone should have guessed. But the handling fee can actually be 0? Not only that, such as "delivery fee", "license fee" and "PDI inspection fee". , are all price guarantees set by merchants under various excuses, which can basically be regarded as zero cost.

You cut naked 1000? It doesn't matter. I'll add 2000 to the handling fee.

You want me to help you play cards for free? Never mind, I still have 2000 PDI exam fees on my way.

This is the so-called "dynamic balance".

Then you have to ask again. Didn't you just give me two free maintenance? This should be a sincere discount, right

What if the discount on this car already includes the delivery and maintenance? What if I should have sent 10 times, but only sent it to you twice?

Extremely unequal information is sales "victory"? Your weapon, as well as the bullets of your weapon, are the actual prices such as maintenance gifts, boutique prices, handling fees, authorization fees, inspection fees, etc. These "bullets" will not fall on customers like gatling, but will make customers feel that I deserve these benefits. It took four hours in the afternoon, and there was no discount. We have agreed to offer a discount of 10 thousand, maintain the fine products and extend the warranty, which will satisfy the customers. Making customers "buy well" is the magic weapon of sales. Although it is quite possible that these things could have been sent.

Tell me a personal experience: a brand of mid-level car can be equipped with 13 inch central control touch screen to replace the original physical air conditioning buttons and media buttons. This is also a new high-tech gadget on the 20 15 car. The price of 4s shop is 9780 yuan, which many customers like very much. Basically, the price was halved, and the final transaction price was around 3000 yuan. Such a 13 inch "original factory" LCD central control panel, it seems that 3000 is not a loss. But the cost price of this thing is:

0!

No matter how you chop it, you will never think that it can be given away for nothing. This screen was given by the manufacturer to the 4s shop for free, in order to increase the profit of each car and make the dealers earn more.

However, this extreme example, consumers are often hard to prevent. So what can be done to break the balance?

Let me give another example of myself. When I buy my own car, I look after GK5 with manual transmission. At that time, the lower landing price was around 80,000 yuan. In the process of entering the store and sales negotiation, I focused on the discount of authorization fee, boutique and bare car price, which led to the increase of "loan fee" if sales wanted to "dynamically balance" the price. After the sales fee is raised to 4000 yuan, the landing price is 80 thousand yuan. I accepted and signed the agreement. But in the process, I set a few small traps.

1. In the process of negotiating with sales, I made a recording to prevent him from cheating. Later, I heard the recording and explained to him that it was because my parents were not at ease about buying a car. They asked me to record it for them, for fear that I might offend others by saying something wrong. No matter what you do, you need to give a reasonable explanation to the sales.

2. I found out before that in the contract, they didn't indicate that "the loan will be paid in full" and will not be refunded. This has also become my last weapon.

On the day I paid the money, I came to the store and told the sales staff that I had all the money and wanted to buy it in full. The sales staff immediately panicked. Because the loan fee is only 76,000, the official guide price of this car is 7.38. Friends who are familiar with Fit know what 7.6 landing means. At first, the other party refused to admit it, saying that there was a non-refundable handling fee during the negotiation. After I took out the recording, I communicated with me many times. Finally, it is agreed that the total amount is 80,000 yuan, but the handling fee of 4,000 yuan is equivalent to 8 basic maintenance. It is equivalent to buying basic maintenance for 8 times at the same price.

Tell you my general idea of buying a car this time:

1. I went to three Guangben 4s stores in Foshan before buying a car. After I got to know about each store, I added WeChat sold by three stores and prepared to buy a car. It was also at this time that the contract loophole was discovered.

2. On a preferential activity day in Guangben, I first went to one of the stores to negotiate a similar price, and then photographed the negotiation results and sent them to the other two stores for sale, so that they could compete and choose the cheapest one.

3.3 The store offers different discounts. The first store landed at 85,000, and there was no handling fee; The second store landed 83,000 free cards; The third store landed 82,000, delivering the best products. Keep in mind the principle of dynamic balance, only look at the floor price, and finally go to the third store.

4. Strive to kill the price to 80,000 yuan, force the sales to guide the "price balance" to the place where I can control, and then break the balance.

In fact, when I was preparing to buy a car, I decided that the budget was around 80 thousand, and it didn't matter if it exceeded a little. However, in order to gain the maximum benefit for myself and try out the feasibility of my own method, I came up with the above method. When the loan was converted into full payment, when the sales manager said it was difficult to do it, I gave the other party a step and offered to accept the maintenance gift in exchange. The manager quickly agreed. Because at that time, Honda's internal system supported old customers to introduce new customers and sent a basic maintenance. Only introduced a few new customers. Therefore, when buying a car without introducing a customer, fill in my name in the column of introducing a customer, and the system will give me a maintenance directly. This operation is very convenient for them, it is the least cost loss, and it is also a "bullet" used by many sales to negotiate prices. This method has failed at present.

6. Don't use force when bargaining. Rabbits bite when they are in a hurry. Buying a car is not just about negotiating the price, and then you have to ask the sales staff to help you pick up the car, install the boutique, get the license and so on. Among them, if he plays a little trick, it is difficult for us consumers to find out. So after paying the money, I gave the manager a 188 red envelope myself, hoping that he would pay more attention to my new car. Finally, there was no accident in the process of picking up the car.

I hope to see you here and have a preliminary understanding of the concept of "buying a car and bargaining". Today's article is just an appetizer, intended to give you a general idea of buying a car in a 4s shop. In the next article, I will take you from entering the store to closing the deal, and sell it step by step.

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