How to be an excellent car salesman

At the same time, the work of the sales representative is still expanding. Only sales are hopeless, because you are selling products or services. Only by constantly expanding the market can we establish a long-term market position, win a long-term market share, establish important intangible assets for the sales channels of enterprises, and win stable performance for ourselves. So, how to become an excellent car salesman? First, the basic qualities that a car salesman must have: an excellent and competent receptionist should be able to communicate well with customers when receiving. Must have the following basic qualities: 1, rich sales experience, familiar with the business process of this enterprise; 2. Be familiar with the quotation composition of each model; 3. Have professional theory of automobile and be 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. With the necessary basic qualities, what kind of mentality should an excellent sales representative have? Second, the mentality that an excellent salesperson should have: (1) Sincere attitude is the basic requirement to determine whether a person can do things successfully. As a salesperson, you must treat customers and colleagues sincerely with a sincere heart. Only in this way will others respect you and treat you as a friend. Business representatives are the image of enterprises, the embodiment of enterprise quality, and the hub connecting enterprises and society, consumers and distributors. Therefore, the attitude of business representatives directly affects the product sales of enterprises. (2) Self-confidence is a kind of strength. First of all, you should have confidence in yourself. Encourage yourself at the beginning of your work every day. You should be able to see the advantages of the company and your products and keep them in mind. To compete with competitors, we must have our own advantages and face customers and consumers with the belief of winning. As a sales representative, you are not only selling goods, you are also selling yourself. Only when customers accept you will they accept your goods. Joe girard, the creator of Guinness World Records, known as the king of car sales, once sold more than 65,438+0,600 cars in one year, with an average of nearly 5 cars a day. When he applied for a job as a car salesman, the boss asked him, have you ever promoted cars? He said, no, but I have sold daily necessities and electrical appliances. I can sell them, which means I can sell myself, and of course I can sell cars. Knowing that there is no power, I also believe that there is power. Joe girard can succeed because he is confident that he can do it. (3) To be a conscientious person, we should be aware of everything, cultivate the habit of being diligent in thinking, and be good at summing up sales experience. Review your work every day to see where you are doing well. Why? This is not good. Why? Ask yourself more why? Only by discovering the shortcomings in our work can we continuously improve our working methods, and only by improving our ability can we seize the opportunity. Opportunities are equal for everyone. As long as you have the will, you will definitely become a leader in the industry. When Wang Yongqing, an entrepreneur in Taiwan Province, started his own rice shop, he recorded the time when customers bought rice every time, and remembered how many people were there in his family. In this way, he worked out how many days people can eat and distributed them to customers after eating. It is Wang Yongqing's carefulness that makes his career grow and develop. As a sales representative, we should know every change of customers, try to grasp every detail, be a conscientious person, constantly improve ourselves and create a more wonderful life. (4) Resilience Sales work is actually very hard, which requires business representatives to have the spirit of hard work and perseverance. "once you take a fall, you learn." Half of the sales work is done by feet. Always visit customers, coordinate customers, and even follow consumers to provide services. Sales work is by no means smooth sailing, and there will be many difficulties, but we must have the patience and indomitable spirit to solve them. Before becoming famous, American star Stallone recommended himself to Hollywood studios one by one in order to be able to appear in movies. After he hit the wall 1500 times, finally a film company was willing to use him. Since then, he has embarked on the film industry, and with his perseverance, he has performed many tough guy images and become one of the most famous movie stars in Hollywood. Do sales representatives have bigger problems every day than Stallone? No. (5) Good psychological quality Only with good psychological quality can we face setbacks without being discouraged. Every customer has different backgrounds, different personalities and different ways of doing things. If you are hit, you should keep a calm mind, analyze customers more, constantly adjust your mind and improve your working methods, so that you can face all the blame. Only in this way can we overcome the difficulties. At the same time, we should not be carried away by temporary success. You know, "joy begets sorrow." Only in this way can we win without arrogance and lose with grace. (VI) Communication skills Everyone has strengths. Not all sales representatives are versatile and eloquent, but they must communicate with others more, cultivate their communication skills and make as many friends as possible, so that there will be more opportunities. You know, more friends are the only way out. In addition, friends are also resources, you know, owning resources will not succeed, but making good use of resources will succeed. (7) Enthusiasm is an infectious emotion. It can drive people around you to pay attention to something. When you communicate with customers enthusiastically, customers will also "reciprocate". You happened to meet your customers when you were walking on the road. You reach out and greet each other warmly. Perhaps he hasn't met anyone who values him so much for a long time. Perhaps, your enthusiasm will lead to new business. Sales representatives should deal with people at all levels. Different people pay attention to different topics and contents. Only extensive knowledge can make them have the same topic with each other and chat speculatively. Therefore, we should dabble in all kinds of books, regardless of astronomy and geography, literature and art, news, sports and so on. As long as we have leisure, we should form the habit of continuous learning. (9) The words and deeds of a responsible sales representative represent your company. If you have no sense of responsibility, your customers will learn from you, which will not only affect your sales, but also affect the image of the company. There is no doubt that this will hurt the market. A family of three lives in a new house. Seeing that her husband and son don't pay much attention to hygiene, the wife wrote a slogan at home: Pay attention to hygiene, everyone is responsible. When my son came home from school, he saw the slogan and changed it to "Pay attention to hygiene, adults are responsible". The next day, my husband saw it and took out a pen to change the slogan to "Pay attention to hygiene, and my wife is responsible". Although this is a joke, it illustrates a problem. The responsibility cannot be shirked. Only by taking responsibility like the person in the story can we make our home more sanitary? First of all, we should pay attention to hygiene ourselves and don't shirk our responsibilities. As a sales representative, your sense of responsibility is your credibility, and your sense of responsibility determines your performance. (10) Negotiating power In fact, business representatives negotiate all the time. The process of negotiation is a process of persuasion, that is, a process of finding the best interests of both sides. Before the negotiation, we should know each other's situation. The more we know each other, the better for us, and the more opportunities we have to take the initiative. Sun Tzu said, know yourself and know yourself, and you will win every battle. The performance of bargaining power is not that you can talk endlessly, but that you can grasp the main points and meet the needs of customers first. When both sides disagree, it depends on how much you usually know about your customers. Then, the more information you have, the better use your initiative may be. The purpose of bargaining power is win-win and mutual benefit. A business representative should cultivate the habit of thinking and summarizing diligently. You have to negotiate with different customers in different ways every day to reach the most satisfactory transaction. This is the purpose of your negotiation. Former national football coach Milu said: mentality determines everything! I believe that the door of luck will always be open to those who reward hard work. There is no humble job in the world, only a humble work attitude. As a sales representative, only with a modest attitude and a positive attitude to face every day's work, success must be waiting for you and me not far away. In the process of doing sales, I found 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 must be higher than that of a business representative with strong business ability but not prepared. Why? Although there are many related factors in the sales process, the most important thing is that you understand what you want to do. There are no first-class salespeople, only first-class staff. Third, the professional training of automobile sales staff How to become an excellent automobile sales staff? Besides 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 activities of enterprises, and sales are the main way to realize economic benefits. Cars in car dealerships can only be delivered to users through commodity exchange, and commodity exchange can only be realized through the labor of salespeople. Therefore, sales work has become an indispensable part of the entire dealership. Therefore, automobile sales is a glorious and important position. Only in the market competition of survival of the fittest, can automobile salesmen understand the market, adapt to the market and control the market, so as to win the market and win more profits for dealers. With the improvement of sales staff's skills, we will naturally think of providing professional training for sales staff. Then, training needs to be assisted by appropriate content, otherwise everything is empty talk. (1) Product knowledge is the most important and basic training content. It may involve all product lines, brands, product attributes, uses, variability, materials used, packaging, manufacturing methods, damage causes and simple maintenance and repair methods. Product knowledge training can not be limited to which products students specifically promote. In addition to our products, we may also need to know the knowledge of competitive products in terms of price, structure, function and compatibility. One of the main purposes of sales staff to master product knowledge is to provide potential customers with information needed for ideal decision-making. If product knowledge is effective and reliable, salespeople can increase their pride and trust in products, and in the process of promotion, they can also let customers know about the operation and use of products, thus increasing their desire to buy products. Professional automobile sales consultants must have comprehensive knowledge, have their own unique opinions, be able to build the trust of customers, and help customers establish an evaluation system and evaluation criteria that are inclined to the automobile products they sell. Of course, you must know more about cars than car designers. The biggest difficulty in sales is that every salesperson must have a comprehensive and in-depth understanding of the automobile products he sells, a deep understanding of the products of competitive brands, and be very familiar with the professional knowledge related to automobiles. There are many automobile brands listed now, each brand has multiple specifications and models, and the sales staff have to face countless automobile products. In this way, the time and energy spent on product understanding in sales is much more than that spent on making other products. If you don't have a correct understanding of your sales work and refuse to spend a lot of time on this research, you will have a little knowledge, which is not conducive to your 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 a little disapproval, the whole sales will be in vain. Therefore, rich product expertise is the core issue of automobile sales. If you want to be a professional and efficient car salesman, you need to pay attention to the following knowledge: 1) the history, position and value of car brands in the industry; 2) Manufacturer information: including establishment time, growth history, corporate culture, product upgrade plan, new product research and development, future development goals of the enterprise, etc. 3) Structure and principle of automobile products, advantages and selling points compared with other competitive products; 4) New technologies and concepts applied to automobiles, such as ABS, EBD, EDS, GPS, all-aluminum body and Bluetooth technology. 5) For some customers who pursue novelty and innovation, they should surpass their competitors in the interpretation of new technologies; 6) The development history of the world automobile industry: we should know the historical events that affect the development of the automobile industry; 7) Knowledge related to automobile specialty, such as automobile loan knowledge, automobile insurance knowledge, automobile maintenance knowledge, automobile driving knowledge and automobile consumption psychology knowledge. Only by mastering more product expertise than competitors can we surpass competitors and win sales success. At the same time, automobile sales staff must know the following aspects of competitors around competing automobile products: 1) brand advantages: including brand history, brand awareness and influence, added value given by brands to customers, etc. 2) Product advantages: technical characteristics, performance levels, important differences and other sales situations, relative advantages and disadvantages of various products, etc. 3) Special sales policy: ongoing or already-conducted sales activities, as well as the dealer's commitment to customers; 4) The seller's situation: the growth history of the seller, the present situation of corporate culture, the present situation of management, the characteristics of business leaders, the professional ability of sales personnel, the evaluation of customers on them, and so on. In general, when customers buy automobile products, they will ask sales staff to compare similar products. At this time, if the sales staff don't know the competing products and competing businesses, it will be difficult to explain their sales proposition to customers, thus affecting customers' decision-making. When customers ask for comparative evaluation, they should not make negative evaluation, which is the basic common sense of professional automobile sales, but they should not praise competitive products twice. From the point of view of consumer psychology, if we explain competitors' disadvantages according to customers' requirements, we will psychologically widen the distance with sales staff, which is not conducive to dispelling their objections. Especially when evaluating competitors and competing products that customers have recognized, the negative effects are more obvious. Therefore, a forbidden area of automobile sales is that any salesperson should never speak ill of his competitors, and must use the skills of solving customer objections to deal with this problem effectively. (2) Company-related information knows your company better than the boss. Once the customer determines the brand and model, the next thing they have to do is to choose the dealer. At this time, they are most concerned about what kind of company the company will cooperate with, how strong it is, how long it can survive, whether it is worthy of their dependence, and what protection it will get in the future. Therefore, sales staff must understand the company's development history, corporate culture, scale, operating conditions, shareholders, future development direction and goals, as well as customers' evaluation and reputation of their own company, so as to strengthen customer recognition. In the process of selecting dealers, customers will not only directly ask sales staff, but also collect evidence according to external investigation. They will pay great attention to details, so it can't be ignored that they will evaluate the company's situation through some casual behaviors of the sales staff in their contact with the sales staff. At this point, the salesperson's goodwill towards his company will directly affect the customer's decision. If the car salesmen don't have a clear understanding of the company's growth history, current achievements, future development prospects and company culture, and don't have a deeper understanding of the parts that are conducive to influencing customers' decisions than the company boss, they won't win the trust of customers. Only by describing the development prospect of the enterprise can we enhance customers' purchasing confidence, and by showing their true feelings of love and admiration for the company's boss, can we make customers feel that this is a trustworthy enterprise with good corporate culture and development prospects, and urge them to make a purchase decision as soon as possible. Here, I want to remind you that even if you have any opinions, dissatisfaction or negative views on the company, you are absolutely not allowed to talk about it in front of customers. If the salesperson reveals some negative situations intentionally or unintentionally in the process of communicating with customers, it will inevitably increase the psychological burden and pressure of customers and make them have more concerns in cooperation. On the other hand, if the salesperson's evaluation of his company is positive, this emotion will directly affect the customer's choice tendency from the front. Therefore, if customers don't reach a deal with themselves, it's not their fault, but to reflect on whether they injected bad information into customers' minds at the beginning of sales. In addition, through in-depth understanding of our company, the sales staff have carefully summarized the advantages and characteristics of our company, and can solve some objections raised by customers in time during the sales process. What is emphasized here is that the advantages of the company should be illustrated by some standards and published results that customers can be familiar with, and some unpublished but truly unique and distinctive contents should also be provided to customers for 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, we can take the training and competition of maintenance technology in the same industry in a certain period as an example. If our company wins the first place in the competition, we should make our customers feel a sense of identity through the description of this situation. If customers have doubts about the professional ability of the enterprise, they can cite the education level of all kinds of personnel in the enterprise, the company's training for employees, and the total number of years all maintenance personnel have been engaged in professional maintenance. In a word, facts are the best answer for customers to dispel objections. Know yourself better than your competitors. Only by knowing what you already know can you win every battle. This is the principle of military strategists winning the battle, which is expounded in Sun Tzu's Art of War, and it is also a principle that must be grasped in commercial warfare. The training of company knowledge generally includes: the company's history and performance, the company's current positioning and strategic objectives, organizational structure, main responsible persons, corporate philosophy and relevant policies of the company to carry out sales activities. Company policy is one of the most interesting contents for new salespeople, because it involves sensitive issues such as salary system and company interests. In addition, in sales activities, salespeople often encounter problems such as customers asking for price reduction, product modification, faster delivery and more favorable credit terms. To deal with these situations, we must rely on the guidance of company policies. (3) Market and industry knowledge Market and industry knowledge can be divided into broad sense and narrow sense. Generalized knowledge is related to the behavior of the industry in the economy. For example, economic fluctuations will have an impact on customers' buying behavior, and customers will have different buying patterns and characteristics during economic boom and recession. With the change of economic environment, salespeople should adjust their sales skills at any time. If the environment is in a period of inflation, the salesperson can persuade the customer to buy in advance. General knowledge is very necessary if sales staff must participate in the formulation of sales forecast and sales plan. Knowledge in a narrow sense mainly includes the knowledge of current customers. Salespeople need to know about customers' purchasing policies, purchasing patterns, habits and preferences, as well as products and services provided by customers. In some cases, the salesperson also needs to know the customer's service object, that is, the customer. For example, wholesalers face retailers and retailers face consumers. (4) Sales promotion and negotiation skills Sales staff should know customers better than customers and have a wider range of knowledge than customers. If the salesperson asks the customer, "Do you know your needs?" Customers will definitely tell them: "Nonsense, I still have to ask. Especially for customers who are extremely unprofessional about automobile products, when asked what kind of automobile products they need to buy, they will put forward some irrelevant and even unrealistic requirements. Indeed, customers will go through a relatively long process from the desire to buy a car to the final purchase. From "initial envy", "secret love", "want" to "need", the first three stages are just an idea, and it is impossible to put it into action. At this point, what sales staff should do is how to shorten this process, accelerate the change of customers' purchasing psychology, make clear their needs and desires before competitors, and finally achieve sales goals. To achieve this change, the salesperson must be able to see through the customer's psychology and make clear the customer's needs, that is to say, it is deeper and more accurate than the customer's understanding of himself. In addition, customers are diverse, and their professional experience, professional background and professional characteristics are different. Communication with them must be different from person to person, and targeted treatment should be given according to their characteristics. Therefore, marketing knowledge and training can help salespeople face complex market conditions and accurately grasp the needs of customers. Enterprise management knowledge can help salespeople establish empathy with high-level customers, and financial knowledge can help customers improve investment efficiency and reduce purchase costs. Therefore, in order to finally realize the sales of products, salespeople must master and use some basic selling and negotiation skills. These skills include: first, identify potential customers. There are many clues to identify potential customers, such as existing customers, suppliers, industry associations, enterprise directories, telephone books, newspapers and magazines. Second, prepare to visit. After identifying potential customers, it is necessary to identify the target customers to visit, collect as much information as possible about the target customers, and make targeted visit time, visit methods and sales strategies. Third, determine the approach. Salespeople should be prepared to receive customers for the first time and promote a good start of the relationship with their good performance. Fourth, show and introduce products. Salespeople should know how to attract customers' attention, interest and desire, and finally let them buy. Fifth, handle objections. When salespeople introduce and sell products to customers, customers generally have resistance and raise objections. At this time, salespeople need corresponding skills to guide customers' emotions and let them give up their objections and accept their own suggestions and opinions. Sixth, a considerable part of automobile consumption that can help customers invest in financial management is family consumption investment. For such customers, their funds are limited, and how to effectively use limited funds to achieve higher purchase goals is their concern. If the sales staff have more professional knowledge of investment and financial management and provide some skills in this field, it will help consumers to choose their own models, investment and payment methods when buying a car, and help customers obtain various investment returns in the most effective combination. Seventh, make a deal. Salespeople need to master the skills of how to judge and grasp trading opportunities. They must know how to find the signal of closing a deal from the words, actions, comments and questions of customers. Eighth, follow-up work. After the transaction is concluded, the sales staff should earnestly fulfill the contract, ensure the delivery on time, in good quality and in good quantity, and provide guidance and services for the installation, use, maintenance and repair of the products. These follow-up works are the necessary conditions to satisfy customers and realize repeated purchases. Salespeople must pay full attention to them and complete them with a positive attitude and uncompromising spirit. Once the customer is interested in the product, the two parties will start negotiations on terms such as price, credit and delivery time. Negotiation skills are very important for whether the transaction can be finally reached, including when to start negotiations and defining negotiation strategies and tactics.