Recently, a friend who does not understand cars at all, but is recently considering buying an electric car, asked me: If you want to buy an electric car of about 200,000, should ID.4 choose SAIC Volkswagen or FAW-Volkswagen?
With a budget of about 200,000, a thought flashed in my mind, so I first asked: Why don't you buy BYD?
I was amazed by this friend's answer, saying:
"Because BYD is an oil-to-electricity switch, the ID.4 is a global model."
I was surprised that two professional words popped up in the mouth of someone like him, who is not involved in the automotive industry and has nothing to do with automobiles. But I also feel that if he has this kind of thinking, he must have "superior guidance".
So I inquired further, it turned out that this friend gained a lot of new knowledge in SAIC Volkswagen stores, such as:
The ID.4 is a global model, and the SAIC Volkswagen ID.4 crozz has a more stylish appearance; (In the era of electric vehicles, we are still talking about global models)
Although the ID.4 crozz and ID.4 X both use CATL ternary lithium batteries, the versions are different; (I'm superficial, I don't know how to see it)
ID.4 crozz Entry ACC Adaptive Endurance is standard, ID.4 X is not (fooled, ID.4 X Entry Edition also comes standard with ACC Adaptive Cruise)
After listing these three points, the above friend has almost proved to me that the ID.4 crozz is a solid choice. Model preferences vary, but it is almost certain that this friend encountered a less reliable sales and even did not hesitate to hit the brother brand.
In fact, "German two-hero, fight the market" is already fighting each other in the era of fuel vehicles, such as the launch of the new Magotan on the market, you will definitely hear Passat sales say, "But we are cheap," and Magotan sales will also say: "They are the previous generation of platform products, okay?" ”
In the era of fuel vehicles, the market is mature, the main price of the same platform model, the new energy era, in the private market is still continuing to penetrate, seizing the user's mind and "technology popularization" has become the primary task of sales.
Recently, there have been sales words circulating on the Internet that focus on the Zhidian dual-engine brand, and the coverage of competing brands is more comprehensive, including a certain YD, TSL, WL, XP, LX, and the "technical defects" of each company are like a few treasures, but also a critical attack.
Source: Network
For example, a certain YD does not have any technical reserves, but all accessories do it themselves, the advantage is that the money is earned by itself, and the disadvantage is that the quality is not good;
TSL frequently fails brakes and the battery catches fire, so ask you if you are afraid?
WL power exchange service is "new for old";
XP automatic driving assistance cannot recognize obstacles, but is more dangerous;
LX foundry is good at building motorcycles Lifan, they are all out of business, how can foundry build well!
This kind of comprehensive coverage and precise strike is to force competitors to the root of the wall and cannot turn over!
Sales training, in fact, in the traditional channel to 4S store-based business era, is the regular training content of sales, for the phased main models, there will be a set of words to "brainwash" users, among which the most common is contrasting words, the main purpose is "hit the opponent, elevate themselves", which is even aggressive, this training content usually does not come from the brand side, but the inevitable operation of dealers in the competitive environment.
Because of the existence of attack tactics, the sales tactics of many brands, especially joint venture brands with foreign investment backgrounds, sometimes give people a feeling that they are inconsistent with the brand's tonality, which may not be an illusion.
Source: Network
In the new energy vehicle market, although many brands have opened a direct sales model and there are no dealers, sales as a necessary link to attract users and gain attention have also been retained, and the core has become "hidden knife in laughter" as a necessary link to attract users and gain attention.
For example, when the driver was in the Tesla store and the sales chat, the sales talked about the corporate culture of a new force, implying that the brand's wine table culture is serious, and then compared with Tesla's pure foreign brand, the core is sales, and even the founder will adjust the price according to a little cost change, as if Tesla loves to cut leeks and price war behavior at every turn suddenly becomes reasonable.
Moreover, in addition to regular training skills, Pinchai also found that the sales of new brands are very good at basic skills and can deal with various unexpected questions.
The following is also the experience of quality driving:
In the Qianjie store, when the sales introduced the extended range advantage of the Qianjie M7, I just mentioned that I had just come from the extreme krypton store. Sales borrowed the momentum to say that Extreme Krypton is about to go on the Kirin battery with a range of 1,000 kilometers, and the ability is still very strong, but it may be that the maintenance cost will be a little high in the later stage.
It not only reflects the full understanding of the brand products of the same price, but also quietly strikes accurately, which can be said to be an advanced version of offensive words.
Recently, when the new NIO ES6 is about to be launched, the circle of friends also circulated suspected ideal sales of ES6 price estimates sent to customers, before there was a very controversial text message on the Internet, ideal sales prompt users to ask the world can not be delivered, these screenshots of course can not represent the unified operation of ideal car sales, and may even be the individual behavior of excessive communication between individual sales and users, but this does reflect that under the direct management system, for the communication ability of front-line sales and users, The ability to tap user needs is indeed higher, but it is not good to be too late.
The direct management system represented by NIO and Ideal does pay more attention to the cultivation of tapping user needs for store sales, which also reflects the essential difference between the direct management system and traditional channels.
For the direct management system, store sales are usually managed by the brand marketing department, rather than the distributor channel, and usually in order to highlight the brand tone and concept, the position will be set as a "product expert". This also means that in addition to a full understanding of the brand's brand culture and core values, it is also necessary to have sufficient information about competing products.
On the other hand, in the era of new energy vehicles, many users are faced with a new technology, which is an incomprehensible analysis of intelligent capabilities, not only to let customers understand the brand's own technical advantages, but also not to improve themselves by stepping on competing brands, which is actually a technical job for store sales.
When Pinchai previously tested the drive experience in NIO and Tesla's stores, it was also found that the integration of technical experience in the test drive process was actually included in the reception assessment of sales personnel, such as NIO's test drive process will integrate the power exchange station experience and automatic parking experience; Tesla will experience a period of assisted driving and so on.
Previously, when the market research company Jelan Road interviewed a NIO product expert, the product expert mentioned that one of the contents of the training is to be neutral, to be objective, and not to discredit other brands.
Source: Network
Compared with NIO and ideal, Xpeng Motors, which adopts a mixed model of direct management and agency system, has also carried out unified channel management with the addition of new president Wang Fengying this year, and authorized stores and directly operated stores are all in charge of the community, avoiding channel internal consumption under the previous decentralization system. Previously, Xpeng Motors' channels had no shortage of stores grabbing orders from each other.
This year, in a dialogue with Zhang Mingxia, vice president of sales, marketing and after-sales of smart brand global company, Pinchai also learned that the smart brand using the D2C agency model should focus on integrating the creation of service brands in the channel this year, including the service details at the front-line sales end, there will be more perfect indicators, the core is to grasp the fire of service, to achieve intimate, reliable and professional purposes.
For the ideals of market expansion and channel sinking, they are now facing the reform of marketing channels. Previously, 36Kr mentioned in the report that Ideal Auto is currently doing comprehensive research on BYD's sales service, organization, speech training, etc., which is not lacking in Ideal to prepare for entering the store-based sinking channel.
In fact, in order to seize the minds of users, the focus of many brands' training on store sales has shifted to service details, how to accurately convey technical capabilities, and even the ability to convey brand strength without avoiding competing products. Of course, this is not unrelated to how the brand establishes the assessment indicators of the marketing system.
As the first door to spread the brand and communicate directly with users, front-line sales have undoubtedly become the first window for the brand to establish contact with the market, and it can even be said that the brand tonality is immediately highlighted when selling a mouth.
In the era of new energy vehicles, it is better to put down the sales routine of the era of fuel vehicles.
The following screenshots are from the Internet, whether true or false, it is worth learning: