Process and management of 4S shop

The purpose of improving customer satisfaction is to arouse customers' enthusiasm for us, reduce marketing costs and transaction costs, so as to increase competitors' marketing costs, enhance employees' sense of accomplishment, increase the market share of products and maximize the added value of products. The main contents of strengthening sales management are as follows:

1. Sales process management and 5S management

Standardize the code of conduct of salespeople by formulating standard sales processes; Through the systematic 5S management of sales staff, exhibition hall and exhibition car, the core needs of customers are met, that is, sales staff are active, enthusiastic and professional; The environment (exhibition hall) is comfortable and clear; Trading is stress-free.

2. Standardized management of sales performance

(1) Incoming customer management: Sales staff are required to register incoming customers, keep at least 7% of customer information, and confirm the level of intended customers.

(2) management of intended customers and retained customers: every salesperson is required to have at least 1 intended customers, and conduct file management and planned visits to them. By increasing the number of retained base plates, the regular customers for maintenance will be increased, and then new introduction orders will be added, so that the business of franchise stores will move towards a virtuous circle.

(3) Kanban management: The sales manager is required to dynamically manage the booking and storage of vehicles in the form of Kanban, which is updated daily, open and transparent, and improves work efficiency.

(4) test drive management: equip test drive vehicles, make test drive routes, let customers personally experience the performance and configuration of vehicles, and provide services and summary for customers.

3. Marketing management

(1) The marketing department and the sales department are required to be

confidants: that is, to find out who their product market and target customer groups are, to know ourselves and know ourselves, that is, to find out the sales situation of competitive models, and to list their market manifestations by brand, such as product advertisements, the amount of publicity, the theme of publicity, and the frequency of reporting. It is necessary to quantitatively sum up the advantages and disadvantages of advertising competitive vehicles.

through the accumulation of the above information, do a good job in market analysis, set sales targets by year, quarter and month, analyze local market trends, policies and regulations and sales activities of competitive models, provide intelligence support for the sales activities of this brand, and increase the publicity of this brand in a timely manner to cultivate customers' awareness and loyalty to this brand, so as to increase the number of customers coming to the store and increase the proportion of transactions in the store. Whether the base plate is sold well or not directly affects the marketing department. Therefore, the sales department is strictly required to extend the management of the base plate customers, intensively cultivate, develop and maintain the base plate.

(2) actively explore group procurement and government procurement, and develop industrial vehicles. Within the sales area of this product, try our best to build secondary outlets and expand the sales level.

(3) Make good use of consumer loans within the scope permitted by the conditions, and try to make this product enter people's homes in a higher proportion than other competitive models with the advantages of low down payment and low risk.

(4) provide customers with diversified extension services. The products that franchise stores can sell are not only new cars, but also used cars, financial products, fine products, maintenance services, etc., so we should make efforts to dig deeper.

second, strengthen after-sales service management

the purpose of after-sales service in p>4S stores is to maintain the users in management, develop new users, urge users to buy again, and ensure the service benefits, so as to cover the operating expenses of franchise stores with service benefits. Market share and customer share are indicators to measure after-sales service. 7% of customers are lost not because of product quality, but because of service quality. Therefore, a high-quality after-sales service system must be established, and it must be centered on improving customer satisfaction, bearing in mind that warm reception, quality assurance and compliance with agreements are the three pillars of after-sales service, so as to provide customers with their real service needs and complete the brand's business strategy.

1. Ensure that the operation of franchise stores is based on after-sales service with strict process after-sales service. These services should be:

(1) credible service promises;

(2) nanny-style reminder, tracking service and reservation service;

(3) Polite service reception;

(4) responsible consultation and examination;

(5) respect the wishes of customers;

(6) ensure the maintenance quality;

(7) A clear and acceptable description of maintenance items and expenses;

(8) services that exceed expectations (expectations). The main methods to promote customer satisfaction are: customer reception, clearly marked price, on-time delivery, vehicle cleaning, first repair and after-sales service tracking.

2. Establish a customer-centered evaluation system. The main indicators are:

(1) repair rate: no more than 3%.

(2) implementation rate of regular maintenance: it can reflect the customer's loyalty to you.

(3) customer complaint rate: complaints must be handled from the standpoint of customers with professional reception methods. Customer complaints are good information, which enables us to find problems. It is the responsibility of employees to make customers happy.

3. Strengthen the management of after-sales service:

(1) Performance management: such as service absorption rate, regular maintenance success rate, one-time maintenance success rate, etc.

(2) static management: 5S management, such as oil and water do not fall to the ground, and things are positioned.

(3) dynamic management: for example, kanban management, its functions are: how many cars are being repaired, at which station, by whom, how many people can be dispatched, and whether there are vehicles waiting to be stopped.

4. Do a good job in the management of spare parts and high-quality products

The management of spare parts and high-quality products is divided into two parts: the goal of customer service is: pure spare parts, reasonable price, fast service rate and timely delivery speed. Sales, profit, inventory management (the turnover of spare parts inventory should generally be 4 ~ 5 times a year), etc.

Third, strengthen the management of human resources

With the constant changes in the market structure, human resources, as a renewable resource, are vital to the survival and development of enterprises. Therefore, it is very important to integrate and promote human resources in a planned way. Reasonable allocation, through a series of processes such as recruitment, training, use, assessment, evaluation, encouragement and adjustment of employees, arouse the enthusiasm of employees and give full play to their potential to cope with the growing market competition, ensure the completion of various indicators and tasks of franchise stores and create value for the company. Specifically, it includes: personnel recruitment and employment; Staff training and transfer training; Salary and performance appraisal; Employee incentives, rewards and punishments and benefits; Personnel adjustment and labor relations; Staff daily management system.

fourth, rational use of funds, attach importance to financial analysis

The goal of an enterprise is survival, development and vitality, and its core goal is to make profits, that is, how to use limited resources to obtain the maximum benefits. Therefore, the general manager, as the daily manager of an enterprise, must institutionalize and standardize the financial management of franchise stores, and constantly improve their financial management level and profitability.

Pay attention to capital utilization and financial analysis, so as to accelerate capital turnover, increase income, operate hard, manage scientifically, use funds rationally, reduce the occupation of inventory funds, control consumption and reduce expenses. In short, let the enterprise make money, make employees happy and reassure the boss. It should be the responsibility and eternal goal of the person in charge of the franchise store!

It is emphasized here that the first-in-first-out management of new cars and accessories must be put in place. It is necessary to formulate a correct and reasonable incentive mechanism. It is better not to formulate this policy of clearing the warehouse by picking up dead birds instead of guiding the customers.