Quasi-positioning, heavy training, and lead the way forward--Interview with Shao Min, general manager of Liaocheng Beidou Link&Co Center

Located in Liaocheng Beidou Automobile Park, Liaocheng Beidou Lynk & Co Center is the first batch of Lynk & Co offline experience stores in China. The sales volume of Liaocheng Beidou Lynk & Co Center has always been among the best in the sales volume of dealers in the country. Liaocheng Beidou Lynk & Co Center has set a good benchmark for Lynk & Co 4S stores across the country.

Leading the Liaocheng Beidou Lynk & Co Center to hand over the eye-catching answer sheet was General Manager Shao Min. General Manager Shao Min joined the Beidou Group in 2010 and grew up from a grassroots sales consultant. Recently, Xiaobian had the honor to interview Shao Min, general manager of Liaocheng Beidou LinkErneck Center.

Precise positioning and clear goals

"Lynk & Co is more professional, fully caters to the trend, and is highly liked by consumers." In the view of General Manager Shao Min, as a high-end brand in the new era, the reason why Lynk & Co can develop so rapidly is inseparable from the accurate positioning of the brand.

Lynk & Co Auto focuses on the style of "young sports, young trends", facing first- and second-tier cities, and directly targeting urban young consumer groups. The young people have great consumption potential and pursue fashion personality, and are also one of the most important consumer groups in the current automobile market. The competitors targeted by Lynk & Co are mid-to-high-end joint venture brands, and the pricing of Lynk & Co is more affordable. Stable product quality and high cost performance are the keys to Lynk & Co's successful market capture.

Sales tasks are under pressure to be motivated, General Manager Shao Min revealed: "This year we set our own target of 1,000 units. General Manager Shao Min stressed that in order to achieve this year's goals, we will focus on two aspects:

First, strengthen market publicity and promotion. As a new brand, brand recognition is far from enough. Therefore, publicity and promotion is still the focus of this year's work.

"Online promotion mainly uses platforms such as auto verticals to collect potential customers extensively; offline activities rely on large and small auto shows, supermarket displays, community exhibitions, store activities, etc. to let more customers experience and penetrate into the Lynk & Co brand." Through online and offline methods, more customers outside the Lynk & Co brand can recognize the Lynk & Co brand, thereby expanding the brand influence.

The second is to do a good job in maintaining old customers. The cost of maintaining an existing customer is lower than the cost of developing a new customer. Organizing old customer networking activities and guiding old customers to make additional purchases, exchanges or referrals is an effective way to increase sales.

Cultivation is the mainstay, and discipline is valued

"Most of the sales team now is post-90s, a group of very kind, intelligent, filial piety and distinctive young people. I ask our managers not to impose their own ideas on them, but to communicate patiently with them one-on-one and do a good job of guiding them. Only when they truly understand the product highlights and appreciate the importance of service can they truly improve the overall service quality. General Manager Shao Min said with great feeling.

"For employees, we are currently mainly training," Shao Min continued, "usually I will teach them first, or show them first, and then give them a certain space to actually operate." If there is any imperfection, I will tell them to improve it. Only by polishing in actual work can employees grow rapidly. ”

"When I meet an employee with strong ability and slightly less discipline, I will let him improve his self-standards in the team and ask him in the form of a benchmark." When he knows he has a responsibility to lead others, he spontaneously urges himself to set an example and truly change. And, in this way, employees can also realize that a person is good does not mean that it is really good, only if everyone is good, the whole team will be strong, which can greatly enhance the sense of responsibility and mission of employees. ”

Shao Min's general manager management concept is just right according to the time and conditions. It is through his scientific management and training that the Liaocheng Beidou Lynk & Co Center has grown rapidly. We believe that under the leadership of such an excellent leader, in the future, Liaocheng Beidou Link&Co Center will be better and better, more and more successful.

Set standards and pay close attention to service

"When I first started in the industry, I encountered something that touched me deeply." General Manager Shao Min told reporters that in the early years, many customers did not have high awareness of the brand, and there was still a lot of room for improvement in product quality and after-sales capabilities, and sales were often completed by pushing. One of the customers bought a car, and as a result, he bought it for 5 days and repaired it for 5 days, which made General Manager Shao Min feel very guilty. But when Mr. Shao did his best to help customers solve all the problems, something unexpected happened. "The customer actually introduced 5 friends to buy a car from me in a year. This made me fully aware of the importance of service. ”

Now, General Manager Shao Min attaches great importance to service in the process of leading the team, whether it is front-end sales or after-sales maintenance.

At present, Liaocheng Beidou Lynk & Co Center from customer reception, product reception, negotiation and transaction, after-sales service and other aspects of high standards, strict requirements as the criterion, and strive to provide customers with the most professional, the best quality, the most intimate service. "There are no rules, no squares," General Manager Shao Min said with a smile.

Focus on the future and be confident

General Manager Shao Min predicts that the automotive industry will be as difficult as in previous years, but within three years the automotive industry will break out again.

China's automotive industry has experienced years of rapid development, and the current growth rate has gradually slowed down, and even shown negative growth. However, the base of Chinese population is large, the automobile penetration rate is still not high compared with developed countries, and the overall market potential, especially the market potential in the surrounding areas of the city, is still considerable.

For Lynk & Co, this is a critical period of rapid growth and market expansion. General Manager Shao Min said that with the strong support of the main engine factory, Liaocheng Beidou Lynk & Co Center will firmly seize the opportunity and grow rapidly, so that more customers can experience the "young sports, young trend" of Lynk & Co. Cars.

Reporter's Note:

"Strict self-discipline, leniency over others" is general manager Shao Min's creed for people. In the communication with General Manager Shao Min, I can also feel his approachability. A senior automotive person, who has worked hard in the automotive industry for more than ten years, started from the grassroots level and stepped into the position of general manager step by step, in which the sour, sweet and bitter experience can be imagined. In the face of increasingly fierce competition in the automotive industry, General Manager Shao Min maintains a high degree of confidence in the future of the automotive industry and believes that the future of the automotive industry is promising. Xiaobian looks forward to the vigorous development of Liaocheng Beidou Link&Co Center under the leadership of General Manager Shao Minfeng and create brilliant achievements.