The author | Liu Changfei
Edit | Island
Period: 2747
Source: People and Island members
First, the current situation of the accident car business
After the insurance premium reform on September 19, 2020, the competition between insurance companies was fierce, the prices were not uniform, and the market was very chaotic, which brought great inconvenience to 4S stores. At the same time, the insurance company wants to make a profit, and the claim side is detracting, which leads to a reduction in the premium scale of the 4S store, a low compensation rate for accident cars, and a low gross profit margin for maintenance. Especially since 2021, due to the impact of chips, new car sales have dropped significantly, the supply of new car premiums has been insufficient, and many brands, especially high-end brands, have inverted premiums. Once the premium is upside down, the insurance company will certainly not be soft, and there will be various discounts on working hours, accessories, etc.
In real production, the output value of the accident car is crucial to the dealer's after-sales service, generally accounting for 50%-60% of the total output value. Because of this, the accident car once appeared to be "robbed" situation, the dealer did not hesitate to sacrifice the profits in the store, to send repair "scalper" benefit fees, to the owner of the high rebate. Although some accident cars were "grabbed", the gross profit margin of the accident cars was very low. It is really "tasteless to eat, and it is a pity to abandon it".
The image comes from Baidu and is only available in the accompanying picture
Coupled with the current national strict requirements for environmental protection, spray paint to increase equipment, to water-based paint, which undoubtedly increases the cost of spray paint. Profits are decreasing, and many dealers are desperate to take risks and repair cars with the market's sub-factory parts. Such a result can be imagined, customer satisfaction needless to talk about, if you take the judicial procedure is false one loss three, the enterprise reputation is gone, the customer loss.
So how can the accident car business enter a virtuous circle?
2. Market research
First of all, we need to know who our competitors are?
Social repair shop
Because the social maintenance plant operates more flexibly than the dealer 4S store. Therefore, many accident car resources have been robbed by social maintenance factories.
Same brand dealer 4S store
The competition between the 4S stores of the same brand dealers is more fierce, especially the many 4S stores in the same city.
Through the above analysis, if our competitive partner is a social repair plant, then we have many advantages of our own. Tell our customers about our advantages, such as accessories, maintenance standards, loss pricing, etc. Of course, the premise is that our lead information should be timely, that is, when the customer is insured, we contact the customer for the first time and know what the customer needs. If the customer has decided to repair in the repair shop, or even has begun to fix the loss repair, then we are very passive.
If our competitors are 4S stores of the same brand, this time blindly fight for the price, either there is no winner, or the customer is the winner, and the dealer will certainly not be the winner. At this time, we have to fight for service, fight for customer experience.
Third, the dealer accident car business still has to rely on itself
1. Do enough premium scale to win the right to speak
For the accident car business, the size of the premium is the last word. The premium is the chip of the accident car business, and with enough premium scale, dealers have the right to speak in front of insurance companies. So in the process of increasing the scale of premiums, what matters need to be paid attention to?
3. Distribution of new car premiums
All insurance companies now prefer new car premiums (except for some insurance companies that refuse to insure high-risk models) because with the new car of the year, there is a 90% chance of renewal in the next year. Especially affected by chips, new car sales are limited, so the premium of new cars is even more limited. How to distribute the new car premium reasonably?
The repair of dealer cooperative insurance companies (the maintenance output value of accident vehicles) is one of the important measures for the allocation of new car premium resources. Of course, in the distribution process, there are also allocation skills. Some insurance companies value the share of new cars, for this part of the insurance companies, allocate some models with less premiums, and allocate models with more premiums to insurance companies that pay more attention to the scale of premiums.
Renewal
Renewal can be divided into several types: new renewal, continuation continuation, repair continuation, and loss and continuation. In order to do a good job of renewal, this classification is still necessary.
New renewal: that is, the new car of the previous year, and the renewal of the insurance in the store in the second year, that is, the second new car of the insurance company's caliber. However, what is said here is not completely consistent with the insurance company, and the insurance company caliber is a new car insured in the same insurance company, that is, the new renewal has been completed.
The new renewal mentioned by the author here means that as long as the new car has completed the renewal in the store, it can not be the same insurance company. Because when we renew, we also have to balance the interests of our customers. After the fee reform, the insurance companies grab each other's resources, and the transfer insurance often has more price advantages, so the transfer insurance company still has to transfer, and the customer's interests come first.
Of course, when the dealer has a transfer action, it is bound to "offend" the insurance company. At this time, dealers have two options to do, for example:
A and B are two insurance companies that dealers cooperate with, and a customer's new car is insured by Company A, and B's quotation is more advantageous when renewing the policy. At this time, the dealer can take B's quotation to negotiate with A, if A can meet the needs of customers and dealers, still insure company A. This is the dealer's first option.
If A cannot meet the demand, then insure Company B. This is the second choice of the dealer, but as a compensation for A, the dealer can transfer the resources of company B, C, D and other companies to company A in the same way.
In short, the interests of customers are supreme, mutual insurance transfer, for dealers, there is no loss, but also to protect the interests of dealers. In general, the new renewal rate should reach more than 80%, and this assessment can only assess the insurance commissioner. Insurance commissioners should have relevant management indicators such as performance and assessment KPIs.
Renewal: i.e. renewal of the previous year, and in-store insurance will continue this year. The renewal rate is generally more than 85%, which is higher than the new renewal rate, because the stickiness of new car owners and stores is not high, and the price of new car insurance is high, which is not conducive to the renewal of the second year in the store. The meaning and standard of continuation are equivalent to the new continuation, and will not be repeated here.
Repair and continuation: also known as repair is not in warranty, that is, the vehicle has been repaired and maintained in the store, but the renewal is not in the store. Repair and renewal is the biggest improvement space for dealer renewal, the author has done a survey, in all the dealers' maintenance of vehicles, general in-store insurance accounts for 10%-30%. Therefore, the repair and renewal is the biggest improvement space for dealers to renew. To do a good job in repairing and continuing, the renewal policy in the store should be forced, and the opening of the service consultant is more important. The focus is on the assessment of service consultants.
Loss of continuation: that is, the loss of customers, not in-store maintenance, not in-store renewal of customers back to the store insurance. It is very difficult for this part of the customer to renew the insurance, if the in-store insurance policy is strong, the loss of renewal is also a means of loss solicitation. The drain continues, with a focus on the assessment of the recruiting specialist.
2. Improve customer satisfaction
As I mentioned above, the interests of customers are paramount. As long as the customer recognizes the store, the first thing the customer thinks of after the insurance is the dealer, and even the dealer represents the customer to report the case and the late claim of the accident car. This situation is the most perfect, and it should also be the top priority of the dealer's handling of customer relations, everywhere for the sake of customers, to bring great convenience to customers, but also to bring convenience to themselves.
In addition, the store tries to provide customers with scooters, which is also one of the important means to improve customer experience and increase customer returns to the factory. At present, many insurance companies already have the business of scooter car insurance, which is done well, which will increase the return of customers to the factory, and there will be extra profits in the store.
3. Viscous product design
Many brands and many dealers give customers lifelong oil machine filter maintenance when they sell new cars. Since it is a gift, why not add some conditions? For example, in-store insurance, accident car back to the store for repair, etc. This does not violate the Consumer Protection Law, in-store insurance, accident car back to the store repair is the premise, before the gift. It is not a package purchased by the customer, it is a gift in the store, and it does not involve "strong buying and strong selling".
Similarly, when customers renew their insurance, the store will also give away oil machine filter maintenance, and some cars are only maintained once a year. Dealers can measure it. If you change "renewal and maintenance" to "in-store renewal, send lifelong oil machine filter maintenance", in other words, but the significance is extraordinary.
Dealers can design some reasonable and legal sticky products to increase the resistance of customers to leave the store for maintenance, which is also an important means to increase the return of accidents to the factory without affecting the gross profit margin.
4. Communication with insurance companies is important
Since it is cooperation, communication is indispensable. Communication should be based on data.
Each insurance company you work with has a similar data analysis sheet, the content of which can be designed according to the needs of your own store. However, there should be some data, at least the dealer after-sales management should always be clear about the data of the store, and then communicate with the insurance company through the data will have a targeted effect.
The following table is the communication cycle, personnel and other related matters for reference.
4. Cases
The author (who only has one 4S store in the city) drove a unit car on the road on September 25, 2021 and saw an X3 being rear-ended by a bus on the right rear, with a damage of about 80,000 (4S store quotation). Because this car belongs to the three, and it is not usually repaired and maintained in the store, the store has not received insurance information. When the author saw this car, the scene had already gone to three groups of "scalpers".
Fortunately, the unit car driven by the author has a car post, so the author parked the car next to the police car that handled the scene, talked with the police who handled the accident and got to know the owner.
The first is to care for the owner, ask if anyone has been injured, and hand the owner a bottle of mineral water. When the author mentioned that he was a 4S shop worker, the owner said that one of the "scalpers" also called himself a 4S shop. The author asked the owner to look at the unit vehicle and handed the owner a business card at the same time. Although the owner does not doubt the identity of the author, the owner asks how much rebate can be given? Because the opposite "scalper" promises to repair the car in 5 days, 20% cashback.
So the author and the owner talked about two points:
1. The accident itself
This car accident is more serious, 5 days will certainly not be repaired, may not be decomposed, because the need to follow the insurance company's process to repair the car. This was confirmed by the insurance company surveyor who was out of the scene at the time.
The reason why the "scalper" promised to repair the car in 5 days is because the "scalper" is only responsible for grabbing the car, and the quality and progress of the repair are the business of the repair shop. "Scalpers" don't think about customer satisfaction. However, in order not to affect the owner's car, the author told the owner that the owner can provide a scooter, and even the scene can drive the unit's car away.
2. About rebates
Cashback can be higher than the "scalper", 30% return is no problem, and the 4S shop fixed loss price will be much higher than the repair shop, so that the owner gets more. However, the accessories used for maintenance can only be sub-factory parts, and the quality is difficult to guarantee, which requires the owner to sign and confirm. When the owner heard such words, he said on the spot that going to the 4S shop was for the original parts and maintenance quality. The author let the owner think that the repair gross profit is not high, the technicians of the 4S shop are certified by the main engine factory, and the cost of equipment and other equipment in the 4S shop will definitely be much higher than that of the repair shop, so the quality can be guaranteed. If you want to rebate, the accessories can only be shoddy, the wool is still out of the sheep, the owner feels reasonable after listening.
Finally, the owner was given two oil maintenance, provided a scooter, and the vehicle was successfully repaired in the factory. The most important thing is that after this accident, the maintenance of this car was also done in the store. Through an accident care, we successfully recovered a lost customer and also harvested the output value of the accident.
brief summary:
Accident cars are originally the most important part of the dealer's after-sales output value and gross profit, but due to the vicious competition in the market, many dealers only pay attention to the means of competition and forget the essence of the self, which can only be a vicious circle. Dealers will feel tired in the accident car business, customer satisfaction is not high, and more importantly, dealers lose profits.
If dealers can pay attention to the basic business and make the scale of premiums larger, they have a say in front of insurance companies. Do a good job of customer satisfaction, truly achieve the owner's "car steward", the owner has all the problems only to find the dealer, the owner only believes in the dealer. The business of accident cars is also based on the comfortable and satisfactory experience of customers, so that dealers will have profits and longer-term development.