In 2013, the sales of heavy-duty vehicles from Dongfeng Commercial Vehicles in Fujian increased significantly year-on-year. Dongfeng Commercial Vehicle Co., Ltd. Sales Headquarters Fujian Business Representative Office is based on the idea of ​​“vigorous breakthroughs and service firstâ€. While optimizing the network layout, it constantly improves the network's service functions and enhances customer satisfaction to “strong serviceâ€. Move the "weak market."
The share increase is only the first step, and strive to change the pattern of commercial vehicle market in Fujian
"Five provinces in Fujian Province have relatively small population and area, and the commercial vehicle market capacity is also small, but the economy is relatively developed and has great development potential. For Dongfeng Commercial Vehicles, the share increase is only the first step. Next we will Work hard on the quality of network construction, further improve the dealers' operating capabilities, and strive to change the pattern of the commercial vehicle market in Fujian. "When it comes to the development prospects of Dongfeng commercial vehicles in Fujian, Peng Jie, general manager of the newly appointed Fujian Business Representative Office, is full of confidence.
According to Peng Jie, two years ago, Dongfeng Commercial Vehicle had only two first-tier marketing outlets in the Fujian region. Due to the lag in outlet construction and inadequate service functions, sales could not be achieved before 2011. Since 2011, Dongfeng Commercial Vehicles has been making every effort to strengthen its network construction in Fujian. In nine prefecture-level cities, it has initially established a sales service network with a certain strength and scale, realizing the mutual response of Minzhong, Longnan, and northern Fujian, and marketing in the western Yunnan region. The trend of outlets has become one line. The marketing network of Dongfeng Commercial Vehicles radiates throughout Fujian Province. Customers in various counties and cities can buy vehicles, repair and maintain vehicles nearby.
Based on improving the coverage of outlets, Fujian Business Representative Office focused on improving the service functions and operating capabilities of outlets. In the 4S shop of Dongfeng Commercial Vehicle Co., Ltd. in Fuzhou, although its service hall is only a few tens of square meters, the car parked in front of the car appears to be crowded, but the maintenance service station on one side has complete facilities, spare parts and accessories are sufficient, and maintenance service, consumer credit, Business negotiations and other busy business. According to the store's general manager Xu Bin, Fuzhou's land prices are expensive and can be described as an inch of land. Although the cost of establishing a service station is very high, in order to improve service functions, it is still biting its teeth to build a shop in a suburban lease. He said: "We are optimistic about the east wind, so we have firmly invested in building the 4S store. Insurance, consumer loans, replacement of used vehicles, and vehicle affiliation have also been carried out. On the one hand, it has facilitated customers and met their needs; The orderly operation of the aspect-level business has enhanced profitability.
The promotion of the marketing network service function has promoted the sales growth of Dongfeng commercial vehicles in various strains. This year, Dongfeng commercial vehicle sales in heavy trucks in Fujian are expected to achieve new breakthroughs.
Selling the right product to the right customer, marketers need to be "experts"
In the first day of September, during an interview with a Fuzhou Qantao Dongfeng Commercial Vehicle 4S shop, the reporter encountered a surnamed Chen Tianlong heavy trucker and talked about his experience of buying a car. He said while he wiped the rearview mirror: "I This dragon car is considered to be the right choice, economical and affordable, and very suitable for mountain transportation."
Master Chen said: "Before you buy a car, you have been planting land in your rural hometown. You want to buy a car to run and transport to make more money. You don't know how to buy a car. Friends recommended that I buy Tianlong, but I feel a bit expensive." But don't buy Tianlong. Can not be reconciled, so, Master Chen with a hesitant attitude into the Fuzhou Qantao Dongfeng commercial vehicle 4S shop. What Master Chen did not expect was that the salesman treated himself as an old friend and poured tea on him while asking him about the use of the car, where to pull the goods, what goods to pull, the history of the transportation, and the road conditions. Master Chen said: "I mainly pull some agricultural and sideline bulk goods from the mountains, and run many mountain trails. I want to buy a big horsepower Tianlong, but Tianlong's price is a little more expensive than competing products. I don't know how to choose." According to Master Chen's use In the case of vehicles, the salesman recommended K13D trucks equipped with Yuchai engines. The mountain transportation performance is superior, and the price is also cheaper than competing products. Afterwards, the service staff made a plan for the loan to buy a car for Master Chen. Master Chen felt very satisfied and set this dragon train.
Driving a new Dongfeng Tianlong, Master Chen transported bulk agricultural and sideline goods and bamboo products in Yuzhong, Weinan and Yubei areas. Due to Tianlong's fuel saving, fewer problems, high attendance, and a steady supply of goods, Master Chen earned nearly 20,000 yuan per month. He paid off the loan in less than six months. Under the leadership of Master Chen, many friends around the driver have purchased the K13D heavy-duty model.
According to Wen Jie, deputy general manager of Dongfeng Commercial Vehicle Co., Ltd. in Fuzhou, each customer went to the store to buy a car. The sales staff first understands the purpose of the customer's car purchase, where to pull the goods, where to transport, and how the road conditions? After the car is bought back, it is necessary to make the greatest amount of money for the customer, but also to meet the national road transport regulations. After all these conditions are known, recommend the most economical model to the customer.
Wen Jie said: "To sell the right car to a suitable customer requires an honest and responsible attitude. It also requires professional knowledge." In this regard, every marketing person recruited by Fuzhou Qantao Dongfeng Commercial Vehicle 4S Store must A few months of training, systematic learning marketing and automotive expertise, and then assigned to each line for professional marketing training, so that every marketing staff become "experts." For example, vehicles in coastal cities such as Fuzhou, Xiamen, and Bozhou mainly transport cold chain cargo and marine products, requiring fast and efficient fuel economy. What are the appropriate heavy-duty models? In the mountains of western Fujian, the mountain slopes are steep and the road surface is narrow. What is the appropriate model? The sales personnel must be well aware of it.
Zhang Bin, a heavy-duty product manager at the Fujian Business Representative Office, said: “Sales in marketing transformation is not so much a selling of cars as selling solutions. We sell cars to let customers order food on our mature product platform. Considering the customer's economic conditions, recommend a suitable car and let them use worry-free."
Responsive "nanny service" to help users solve difficulties in time
Fujian Jianye City Xinhongxiang Dongfeng commercial vehicle 4S shop is located in the deep mountains of northern Fujian, this shop was officially opened in March this year, just six months time, Dongfeng commercial vehicle heavy truck sales approached 200 units. Zheng Datong, chairman of the store, said: "The increase in sales volume is derived from our 'nanny-style service' that is responsive to all requests. The users only manage to drive, and the car's daily care, maintenance, and affiliation services are all handled by the 4S shop."
When interviewing the store service manager Yan Jiansheng, in just ten minutes, there were 5 or 6 customer service calls. He said: “The store opened shortly afterwards, and there were few people, plus the east wind in the south of Zhejiang and the north of Fujian. The service network of the car is small, and it is necessary to serve the local users as well as the users of the surrounding counties and cities, and the business is very busy.Our phone never shuts down 24 hours a day, no matter if it is midnight or holidays, any of the customer's help calls, Even if it is hundreds of kilometers away, we must respond in a timely manner to help customers solve their difficulties."
Speaking of the hard work of maintenance services, Yan Jiansheng waved his hand and said, "Nothing, it should be!" But the colleagues on the side told a touching story. In the middle of the night in early August, Yan Jiansheng was already asleep. Suddenly he received a phone call from a local Dongfeng windmill user. He said that he had pulled a car of fry. The car had a faulty trachea on the highway and could not travel. If the delay time was too long, the fry would not survive. . Hearing the user's anxious call for help, Yan Jiansheng called the driver to check the breakdown and drove to the accident site 200 kilometers away. As the trachea was not a consumable part and there were no spare parts in the warehouse, Yan Jiansheng quickly removed a new trachea from the new car and replaced it temporarily. After two hours of emergency repairs, the fault was finally eliminated. Afterwards, Yan Jiansheng said: "This fare is much higher than the cost of maintenance itself, but it is worthwhile to solve problems for customers, even if it is a little loss."
The quality of service has won repeat customers and it has also established a good reputation for Dongfeng Commercial Vehicles. Shuangfeiyan's logo can be seen everywhere on the construction sites and roads in Jianou, Fujian. Zheng Datong said: "Although the sales of Dongfeng Commercial Vehicles in Jianye District have improved rapidly this year, they will still have a long way to go and meticulously serve customers."
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