How does the car 4S store increase the passenger flow?

The continuous increase of passenger flow is a long -term systematic project. How to increase the passenger flow of 4S stores is worth seeing.
. Customer research
, as a car dealer, do not just implement channel mission, but also make articles on product value and new car prices such as “modeling, function, configuration, advanced technology, safety, fuel consumption” , Creating psychological contrasts, highlighting “high cost -effectiveness”. Of course, this is necessary, but it cannot be regarded as the entire content of the market. In the same area market, a number of same brand stores are distributed. Even if consumers fancy their brand models, why go to your store to buy?
The quit subjective and random, reduce blindness, the success of any marketing strategy is based on clarifying the target group as the necessary prerequisite, which is the foundation in the foundation.
Who is your customer? Is it clear that their age interval, regional distribution, the occupation, the industry, and the general income level? What channels can they find them easier to find them? What are the needs of customers? What are the focal points of car purchase and car use? What are the main disruptions during the choice of car purchase? Is the company’s value claim consistent with it? What methods or methods we make it easier to accept … This is the weak link of many car dealers.
did not investigate, there is no right to speak, tracing the source, no matter when, it should not put aside the customer talk about the customer. Automotive dealers’ research on consumers must not be slack, such as: basic characteristics, consumer psychology, behavior habits, decision -making ideas, purchasing characteristics, car conditions, etc. In the early stage, it is not necessary to use professional customer management software. You may wish to use the strong data management functions of Office office software, categorize, summarize, research and analyze, and give it intuitive display in charts, diagrams, pictures and other forms. , So as to be a powerful guidance of the formulation and implementation of strategy.
. Guangzhuang strategy
As a conventional direct effect method for collecting customers, advertisements are often launched by 708. Market personnel do not rigorously monitor the media with historical experience or listening. The rush of decision -making has caused a lot of resources.
. Generally, market personnel are accustomed to popular media such as newspapers, radio, networks, taxis, buses, and other popular media in the region. It is better, but it is gradually showing the upward trend. The reality does not allow crazy bombardment. It has to consider selective bombs. At the same time, consciously selects a narrow communication in the form of directional DM and SMS to supplement and cooperate.
In the planning process, the goals, estimated effects, the cost of launch, the schedule of the media, the main content, the main content, the copywriting, the creative element, the advertising form, the specifications, the duration, the frequency, the strategy combination, etc. should be clearly in place. It is worth emphasizing that in addition to paying attention to the VI and CI standards, the advertising themes of each period are clear, and they have certain coherents. Do not have too much theme content, disperse attention, cut off each other, where to point out.
Is adhering to the mentality of the company’s responsibility, the monitoring of the effect of media release effects is essential. In order to increase the effectiveness of advertising and the cost of advertising and the cost of sale, the preliminary calculation assessment is given to the efficiency of advertising and the cost of sale.
. Promotional measures
Promotion is the usual method of attracting guests. In the regional market, car dealers’ promotion objects should be mainly concentrated in quasi -buyers and cross -consumer groups, and free -sex consumer groups and competitive brands The secondary status of a quasi -buyer, do not go upside down, do not distinguish between the main and seconds, avoid losing watermelon and picking sesame seeds.
At present, in the market, cash discounts, gift packages, after -sales service, oil delivery and tickets; travel opportunities and other ways are endless, making the public dazzling, dizzying, fighting, and failure. There is no right or wrong way, why is there different results? Only in the appropriate time, in the right place, the value of the favorite value is transmitted to the promotional object in a proper way, and the success of sales is achieved.
The successful promotion is generated in the rigorous process. On the contrary, only listening to the day. According to different periods, in different environments, in the case of understanding the corresponding characteristics of customers, automobile dealers have determined various types of promotional objects in a timely manner to find the interests of their attention and the company’s value claim. The novelty and willingness to wander blindly.
. The shop head induction
In order to attract the target customers to come to the store, market staff or set various small temptations in all links of the sales, such as: the car is courteous, the test drive is polite, the car purchase is courteous, it is recommended to be courteous, etc. , Or attract the public by directly holding activities, such as: new car test drive, festival (anniversary) celebration, media car groups, fun competitions, art and culture exhibitions, etc., generally, these will play a certain role in promoting.
, the induction of the store’s head cannot only stay on the temptation of direct interests, and plan long -term measures. It is also necessary to gradually deepen the company’s “value claim”. On the one hand, business personnel are strictly implemented by brand professional standards and service processes; on the other hand, the systematic display of unique value demands of the company. For example: “High -quality, professional, and honest”, these three words seem to be bland, but for car dealers, what is the true connotation of its concept? What are the extensions? It still needs market personnel to summarize one by one, repeatedly summarize, correct the direction, and then increase the height. As a long -term guidance of all staff consciousness and behavior, this also gives market personnel a lot of room for play.
The sales staff should not be simply limited to the relevant information of the store’s customer consciousness, encourage unified classification and summary, whether successful purchase or not, at least they have some impression of brand stores. It is the potential communication carrier of the brand store, so sales and market personnel have no idea of ​​it. Take the opportunity of holidays, shops, etc. to pass greeting greetings and dynamic information in the form of telephone, DM, SMS and other forms, and to pay for appropriate rhythm and frequency (once it is identified as spam and harassment, it is clever and clumsy), and strives to evoke again and before Memory, there is less accumulation, so as to wait for the trickle.
5. Promotional activities
Outdoor display, test ride test drive, community friendship, door -to -door visit and other promotion methods. Similarly, it is one of the indispensable channels for the exhibition hall. It is not possible to do things, let alone seemingly rich, but in fact, it is chaotic and lacks rules.
Monthly promoting activities organized by the media and advertising companies, one after another, invitement from time to time full of dealers’ ears to interfere with market decisions. Third -party planning ideas are nothing more than in the peak sales season and holidays, pulling on industry institutions, governments, and related organizations to increase authority, using a large -scale (commercial) field atmosphere with large traffic, and the expansion of the media publicity platform The forms are similar, however, the effect is indeed different, which needs to be cautiously distinguished by car dealers.
The promotion activities pay attention to purpose, planning, and correlation. According to the monthly market target layout and steps, the marketing department can implement it in an orderly manner. As a result, the customer can get more powerful guarantees as marketers as marketers as marketers , Has the responsibility of unwavering. Through continuous exchanges with the media and partners, it is clearly stated that before the planning of the plan next month, it is determined that project cooperation matters are determined. As high -level managers, they also have consistency to formulate and implement the formulation and implementation, and emphasize minimizing additional applications.
This before the event, do a good job of publicity and strictly deploy people’s property; at the event site, pay attention to brand image publicity, formulate special promotion strategies, and request sales consultants to carefully collect the characteristics of customer information and record demand, and actively welcome to the store to get more to get more After the experience, after the event, promote the media’s follow -up reports, conduct information summary and effect assessment, find out the gap with the plan, take other remedial measures in time, and work together to ensure the realization of the monthly customer goals.
6. Customer relationship
In from customers to customers, marketing should return to the origin, while strengthening the quality of service, always paying attention to the establishment, maintenance, and improvement of good customer relationships. Auto dealers have accumulated accumulation through accumulation The solid base plate customer base continues to accumulate the momentum to win more new customers to the store through the reputation of customers, which greatly saves the cost of customers’ acquisition. Why not? Intersection
In fact, auto dealers are not the importance of unknown customer relationships, but lack sufficient attention. The customer relationship method is too thin. In addition, there is no systemic assessment. Insufficient, less training. In strict sense, customer relationship management can only be called “similar”.
HON’s good customer relationship has a certain strategic significance for the exhibition halls, and the level of management of customer relationship management must be mentioned. To this end, managers should lead by example, continuously improve their self -ideological consciousness, strengthen their own literacy, and gradually improve management tools, workflow, related standards, assessment plans, and effectively linked to salary. Carry out a solid foundation for customer activities.
only in the case of better grasp of customer information can the car owner’s activity have greater results and impact. The regular theme activities are closer to each other. To meet the needs of customers, continuously create more positive communication opportunities, step by step, and deepen. Therefore, it has solidly a good mass foundation for the exhibition hall.
7. Public relations activities
In terms of exhibition halls, the media, government organizations, enterprises and institutions, partners, internal employees and other stakeholders are also promoting carriers and potential customers of car dealers. Public relations are conducive to increasing the mention rate and enhancing the public’s favor to brand stores, so as to give customers some good reasons to the store.
For all kinds of media, car dealers can say that they love and hate, and they love it. They are worried about negative communication, the nature of the nature, and face it calmly, and always focus on the maintenance of each other. ; Friends who are closely connected with partners, internal employees and auto dealers, the actual performance of the company will inevitably affect the direction of their reclaiming; the maintenance of good relations with government organizations, enterprises and institutions, no need to say more.
The continuous improvement of passenger flow is a long -term systematic project. It requires the organic combination of various strategies such as short, medium, and long -term. Thinking hard, unable to extricate yourself.

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