Automotive Marketing Tips

Interviewed many management leaders of 4S stores in high-end and high-end brands. Most 4S store general managers, marketing managers, and sales managers talked about how to manage, how to differentiate their operations, how to provide customers with honest services, and they are logical. Relations, without losing theoretical support. Only talking with the employees after interviewing the leadership team will find many problems that are very different from those described by management.

At the end of the year, the auto "fire" was sold, the relationship between supply and demand was out of balance, the distributors got the upper hand, dealers' management had to make it smart, and service problems had long been thrown behind them, let alone provide excellent user experience. Many netizens have recently strongly reflected that “dealers are really bulls, not people-selected cars, car-selecting people, and now they also have to increase the price of their cars, and salesmen are talking to people who love to buy.”

Why are dealers forgetting and ignoring the quality of service during the high sales season? Even in pursuit of high profits, "kidnapping" sales have been adopted. Obviously, for the sake of profit, sincere business operations have thrown away the cloud, and the service concept advocated by the so-called leadership can only be understood as a “floating service form” at this time. It is subject to the form of sales that is not optimistic to enhance the service. Quality, so business integrity is the slogan of powerlessness.

According to the survey of the editor of Hebei Auto Network, the recent car sales are out of stock, dealers generally require customers to buy equipment, insurance or increase the way to buy a car bundled. In addition, there are many consumers who come to the store to see the car, the quality of sales and reception attitudes is low, and customer satisfaction drops sharply. According to the statistics of the Auto Complaint Network, among the 3039 complaints concerning service issues in the first half of this year, the level of maintenance technology and the poor service attitude were the main complaint points in terms of service, accounting for 943 and 848 cases respectively; 504 cases. In the second half of the year, the complaint rate is still growing, and service attitude and fraud sales account for more than half of the proportion. From this phenomenon, it can be shown that what the dealers usually call service is the service that is forced by operating pressure, not the integrity of the business culture.

As an automotive product, automotive 4S stores are the link between auto manufacturers and consumers. In addition to providing consumers with product-based product functional services, 4S stores are responsible for the pre-sale, in-sale, and after-sales consumer services. The differentiation of the experience service and the competition is the competitiveness. Automobile manufacturers have very standardized and standardized requirements for the operation of 4S stores, including hardware and software. The experience service is the software category, including the content of the distributor's corporate culture, management, and operation. Experience services are also the key to establishing the brand of automobile sales companies. . How to create a brand of a sales enterprise through services, how to manage and implement the competitiveness that makes the service become the core of the company is a problem that management inquires about. Most managers are still overwhelmed by the problem of service, or are not Be aware of the importance of the service. This article conducts research by comparing the business-to-business and service details.

Have visited many 4S shops, each store has a welcome sales consultant, and also said with a smile, "Welcome to visit" but gives people a clear feeling, and some make you feel good and some are very uncomfortable. Consumers often reflect that a certain 4S shop service is very good, then the company's employees to the customer's smile reveals sincerity, is from the heart, the true expression of the natural feelings, gives a very comfortable feeling. The consumer reflects that the 4S shop service is very poor, you go to experience the smile of such employees, will be smiling, gloomy smile, indifferent, do not want to laugh but hinder business requirements but it is half smile It was very scary to say "Welcome!"

Smiling, this is a very small movement but brought two different results. Through the comparison between the two representative companies, it is found that the employees of the former company have a higher degree of recognition of the company and the recognition of the leadership than the latter. The latter employees generally have the attitude of “paying for the salary” at work. After understanding this, I found that the assessment system of the latter companies is very strict and there are many reward and punishment policies. Why are so many systems managing such bad results? The latter type of 4S shop sales consultant told me to say "We are the company's money-making machine. This system is all about managing us. If we accidentally punish them, we work here to make money, so we have to be helpless." According to the requirements of the company to do it.” For the management, the former company pays more attention to the customer's reputation, pays attention to the long-term management quality, has a very perfect corporate culture, has a clear value orientation, and the company’s employees are very much in favor of the company’s ideology and culture. The whole company will be unified and step by step. The management of the latter company pays more attention to the profit of the monthly report, and the profit is greater than all, so the company does not have a sound corporate culture and development ideas.

The former has a mature corporate culture, while the latter has a strict management system. It can be said that the former is managed by culture while the latter is managed by the system. The management objectives of the former are derived from the corporate culture formed through good word-of-mouth, while the latter manages the management system that results from the return of money.

There are still many problems of this kind. There are friends who go to the car to look at the car. They look at the car next to the 4S shop. The aunt of the mop walks over and says, “Hey, let, let, let me drag,” and look down, big. The mop has reached under your feet and you have to give concessions to the working people. As long as you carefully observe a lot of similar things. Actually, the list of these issues is not whether or not there are any problems with aunts. There is nothing wrong with mopping the land. She is working hard to do her own job. It is only because the mopping work is not integrated into the management culture of the company. Yes: The value of labor for mopping up customers and mopping up wages to pay for the customers is a world away from each other. The root cause of these problems lies in the fact that managers have no sense of service and the degree of emphasis on service.

We can't understand the examples by mechanical means. This article compares and analyzes the details of the positions of different automotive 4S stores, and studies the internal business operations of the company through surface phenomena. It is also management that resists courtesies. We need to meditate on the surface. In the context of management style and integrity management, management brings advantages and disadvantages to the development momentum of the enterprise. The ancient saying goes: “If the world is under the heavens, the world will open it up; If it hurts the world, the world will be closed”.