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"When the market is good, dealers can make money by selling cars. They do not need to pay attention to marketing methods. Dealers have started to research marketing methods to show that the market is in the off-season." A dealer told reporters. Combined with the unusually intense heavy-duty card market in previous years, the best sales performance of various brand distributors has been continuously refreshed. Some people even ridicule and say, "It is a car that someone buys, and a dealer who makes money."
The economic growth slowed down, the market demand was insufficient, and the truck market slowed down. At this time, dealers began to consider how to win a few customers through marketing innovations. Marketing methods such as online marketing, telemarketing, and experience marketing, which are still fresh in the truck market, have begun to be accepted by some dealers and put into practice.
In the current truck market, there are not many truck dealers who are willing to try these new marketing methods, and it is rare for them to be proficient in applying and achieving results. Traditional trucks leave the impression of “stupidity and blacknessâ€. Similarly, compared with passenger cars, truck dealers’ marketing methods have always been perceived as “roughâ€.
The reporter had previously believed that network marketing, telemarketing and other high-tech marketing methods still remain on the “paper†stage for truck dealers until they encounter multiple truck dealers telling reporters how they actually use the network. In the case of marketing methods that have achieved good sales results, the reporter suddenly discovered that the marketing mode of truck dealers is quietly changing.
Internet marketing - a variety of ways
The case of network marketing came from a dealer in Qingdao. The reporter encountered Cui Rongqi, general manager of Qingdao Jinfuxin Automobile Trade Co., Ltd., who came to attend the mid-year meeting of the company during his business trip. After learning that the reporter worked for the automotive media, Cui Rongqi asked if the website had information about the distributor's plate to add dealer information and website links. In the face of doubts from reporters, Cui Rongqi talked about how they use the Internet to carry out marketing work.
Qingdao Jinfuxin Automobile Trading Co., Ltd. (hereinafter referred to as Jinfuxin) is an authorized dealer of Anhui Hualing Automobile Co., Ltd. in Qingdao, Shandong Province. The company was established in 2008 and has vehicle sales, spare parts supply, after-sales service, and information feedback. Four major functions.
It is understood that Cui Rongqi originally engaged in the logistics industry. He turned to a truck dealer with his knowledge of trucks for many years. After experiencing the difficulties in laying the foundation for the first three years, sales performance in the past two years has continued to increase. In the first half of this year, sales in the Qingdao area have exceeded 60 vehicles.
“I used to do the logistics industry. I can say that I am totally a layman for selling cars. I have come to explore them step by step. The sales volume was not good. The first year’s loss was 50,000 yuan, and the second year’s loss was 100,000 yuan. Three years of sales can make money, but also began to do services, accessories, and increasing investment also forced me to go forward, until the two years before they really started to make money." Cui Rongqi said.
It is understood that Jin Fuxin sells vehicles through online marketing, which was first proposed by a young salesman of the company. “The business was relatively flat at the beginning of the year, and there were salesmen who came up with the idea of ​​selling cars through the internet. I was more receptive to new business and I quickly arranged them to perform. Initially there were only some local forums and websites in Qingdao. Thousands of dollars have been invested in the above, and the user can see the company's information at the first time when he has a car search request. At that time, I don't think it would be a big investment, even if there is no effect, there will be no major losses," Cui Rongqi told reporters.
When asked whether the 3,000 yuan of network investment is worthwhile, Cui Rongqi said that the 3,000 yuan can be said to be excellent value for money. "I didn't expect too much after investing this money. After all, it was the first time I tried this way. In the next few months, some of the users who came to our store to buy a car or consult were said to be on the Internet. I was surprised when I saw the company's information. I was surprised that I did not expect to see the effect of Internet marketing so quickly.†Cui Rongqi said.
With the opportunity to participate in corporate activities, the reporter asked other dealers about the issue of online marketing. After discovering, most dealers are no strangers to online marketing. However, only a few large-scale or more open-ended distributors have tried different forms of online marketing, and really spend time studying online marketing and tracking online marketing effectiveness. Almost no dealer.
A sub-dealer's “dealer second generation†told reporters: “In this era, truck drivers have already begun to upgrade, and young drivers have become a trend. Young drivers do not buy cars the same way as older drivers. In the face of changes in user groups, dealers should also keep up with the pace of this change, at least marketing methods to adapt to young people's thinking."
For online marketing, the above dealers said: “I personally recognize this approach. Many users at this stage will be queried on the Internet before buying a car. On the one hand to understand the various models of information, on the other hand to understand the related Not only that, but they also exchange information with each other on the Internet, for example, which dealers have bad service attitudes, poor car sales, etc. For our generation of generations, it was not easy to accept online marketing. They usually think that the effect of this method is not obvious and cannot produce instant results."
Telemarketing - surprising results
The case of telemarketing was also a reporter who happened to hear about the way he was on a business trip. In this case, the dealer's telemarketing was a helpless move.
Changchun is undergoing large-scale municipal construction this year. Various types of construction sites such as overpasses, roads, real estate, and parks can be found in the streets of Changchun. The sales network of a light truck dealership happened to be surrounded by several sites. The normal sales work could hardly be carried out.
In desperation, the dealer thought of telemarketing. The dealer recruited a group of telephone salespersons and contacted customers by telephone every day. On the one hand, potential customers are tapped, and on the other hand, they maintain contact with existing customers and ask them about the use of vehicles, after-sales services, maintenance and other aspects.
When it comes to telemarketing, the first thing people think of is the various annoying insurance sales calls. While the dealer was engaged in telemarketing, in conjunction with network marketing, he eventually achieved unexpected results. It is understood that after a few months of telemarketing, the sales volume of the dealer did not decrease compared with that before the venue was constrained.
The distributor’s success in telemarketing has also attracted the attention of manufacturers. Liu Zhenguo, general manager of FAW-GM’s sales company, said: “After adopting the telemarketing approach, the distributor in Changchun has not only lost sales, but has even more than half. The sales volume is achieved through telemarketing. The success of this case has also provided us with new marketing ideas. Next we are going to select 50 suitable distributors nationwide to promote this marketing method."
Experience Marketing - Old Bottled New Wine
Experiential marketing refers to the enterprise's use of target customers to observe, listen, try, trial, etc., to make them experience the products or services provided by the company, so that the customers actually perceive the quality or performance of the products or services, thereby stimulating the customers' cognition and preferences. And buy a marketing method.
Experience marketing is not uncommon in the field of automotive sales, especially in the introduction phase of new products, the trial of new products to large customers is often a stepping stone for manufacturers to open the market. In addition to the experience of the product, what the reporter wants to explore is another layer of experience, which is tentatively called "emotional experience."
“The market is not in a good condition and the sales volume is not going to bring great trouble to dealers. However, this is not the most worrying thing for dealers. We need to be a dealer of a certain brand and need huge human, material and financial resources. It will take even a few years to invest in the promotion of a brand in the local area.For the distributors who want to represent a brand for a long period of time, the strength and long-term development plan of the manufacturer are of great importance to us because of the agency brand. The distributors who have chosen poorly and have lost nothing are not uncommon in our circle. Every year, manufacturers will hold annual meetings and various meetings to organize dealers to visit manufacturers, in order to enhance the confidence of dealers,†Cui Rongqi told reporters.
This practice was also inspired by Cui Rongqi and some dealers. They voluntarily organized their own large customers to attend the annual meeting of manufacturers and various visitors to the factory, and took the opportunity to let customers understand the strength of the company during the visit. At the business meeting, we let customers directly feel the various service commitments of the manufacturers. Through these methods, customers can rest assured that they are using products and become loyal users of the brand.