The author | Meng Guanghao
Edit | Island
Period: 2751
Source: People and Island members
The dividend period of automobile sales has passed, and the after-sales customer ownership of many mid-range brands has been declining since last year. The era of relying on maintenance vehicles to increase and stabilize output value is over, and the contribution of sheet metal spray output value to the profit of the entire company is particularly important.
The main reasons are as follows:
First: maintenance competition is fierce and the entry threshold is low, now there are a lot of fast repair and fast insurance, small private bosses are also many, they only need a façade room, a lift can do maintenance. Big way tiger, rabbit master, they are very competitive in the maintenance of this piece, preferential price, strategic location;
Second: manufacturers are robbing dealers of maintenance profits, now almost all brands have maintenance packages and lifelong maintenance, the manufacturer's direct sales model to a large extent deprive dealers of profits.
Accident maintenance does not have these shortcomings, now everyone's insurance awareness is very high, the insurance rate of commercial insurance of private cars is quite high, and the vehicles with commercial insurance will generally choose a regular 4S shop after the accident, because the maintenance cost does not have to be borne by the customer, and the parts supply and maintenance technology of the 4S shop are still worthy of customer recognition! The output value of the accident car will be the main influencing factor of the after-sales output value and profit of the 4S store, and it is also the profit growth point of the entire store.
The problems faced by each store in terms of the output value of the accident car are:
First: the competition to rob customers on the spot is fierce, often in the form of customer rebates to win customers;
Second: the premium is upside down, the accessories are discounted, the price of working hours is reduced, and the output value is also greatly reduced;
Third: Now the environmental protection requirements for spray paint increase equipment, spray paint costs are also increasing.
The above is the situation facing the competition of accident cars in Henan region now, which can be said to be very bad. Articles 2 and 3 can be said to be competition in the field of accident expertise, or they can be controlled. However, the piece of rebate to the customer is uncontrollable, affecting the natural ecology of the benign competition of the entire accident car, and at the same time pushing the normal business of the accident car into the abyss, you do not give the customer a rebate, which causes everyone to rebate, especially the fiercely competitive brand is more serious.
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In the face of the temptation of money, your service is not so important, and customers will choose to give the store with more money to repair, which is a competitive means of killing a thousand self-inflicted losses and eight hundred. What should we do in this case?
If you want to win in the competition, especially in the bad competition, you can only become strong, from the front end to the back end of the entire accident output value system become stronger.
This is a complete accident output value system. The whole system is strong, and the maintenance output value of the accident car will be significantly improved, and even as stable as the output value of the electromechanical system.
First of all, the front end of the system is the premium. The composition of the premium is the new insurance and renewal, and now the sales of new cars are very dismal, so the renewal is the main force. Those who have to renew their insurance will get the world, and having a premium is king.
The problem of premiums is solved, the second and third items are not a problem in this system, and now most of the costs are in the second part of the system. The problem of premiums and repair inversion is not a problem faced by one store or a certain brand, but a problem faced by the entire market. When most people are worried about this problem, whoever can find a way in advance will eat the dividend in advance.
How can I renew my policy?
The first is the shift in leadership's emphasis and cognition. It must be recognized that renewal is the main source of premiums; the importance of the renewal position is as important as the position of the accident extension, and even more important than the position of the accident extension, because the renewal is the beginning of the system, and the work behind it is very difficult if the beginning is not done well;
Renewal should set up a full-time renewal position, and even set up a full-time renewal department, a new department with the same level as sales and after-sales.
There is also a 4S store in terms of renewal is superior to the insurance company, the insurance company can only simply return cash to the customer, the most is to send a driving coupon. The 4S shop can better combine the maintenance project of the customer's vehicle to give the customer a gift package. First inquire about the maintenance history of the vehicle, according to the customer's next maintenance project to develop a renewal gift package suitable for the customer, one car and one discussion.
In this process, the service consultant and the renewal specialist cooperate with each other, and the two sides win each other, and the effect will be better. The service consultant first gives the customer a reminder of the next fixed warranty maintenance and the approximate cost of the need, and then lets the renewal specialist follow up to explain the renewal and the maintenance package that can be given to the customer, so that the customer can intuitively feel how much benefits this renewal can bring to him, and some of the maintenance projects of the service consultant can also be appropriately recommended, which will be better than a single introduction to renewal and recommended maintenance projects. These are the natural and unique advantages of 4S stores, which insurance companies and outside renewal agencies cannot do.
Understand our own advantages, and then use our strengths to play each other's weaknesses, and the performance of the renewal will have a qualitative leap.
With the premium and the bargaining chip with the insurance company, we can ask the insurance company to increase the repair push, increase the working hours, and pay the original price of the accessories.
Use of repair information
Accident car field service is responsible for pulling customers into the store, accident car field service is in a "diligent" word, after getting the repair information to contact the customer in time to reach the scene at the fastest speed.
Many customers are experiencing traffic accidents for the first time, and when the accident occurs, the customer is flustered and overwhelmed, and he is dependent on the first person to appear on the scene and help him, so we have to contact him in time. Even if you can't go to the scene immediately, you have to guide customers on the phone how to deal with it, psychologically reassure customers, and build trust with customers. Only by doing this will we have the opportunity to provide our customers with the following services (pick up and drop off, pick up and drop off customers, etc.).
Now the fast-paced life makes many people rely on the car is very high, so the high-quality and short maintenance period is also a very strong competition, this problem is not a big problem for most 4S stores, because in the brand maintenance area we are the most professional, the most efficient.
Do a good job in every link of the accident car output value system, let the system develop healthily and sustainably, and the output value of the accident car will rise steadily; do not be too pessimistic about the current market, but we have not done a good job ourselves. The law of two eight is real, and what is done well is always a minority, so let us fully analyze the reasons according to our own situation and strive to become the 20% of the people.