13.核心業(yè)務(wù)-湖南長久博騰《一季度銷售線索提升方案》

1、湖南長久博騰汽車銷售服務(wù)有限公司市場部長久博騰一季度銷售線索提升方案Hunan Changjiu Boteng Automobile Sales Service Co.Maketing DepartmentChangjiu Boteng Quarterly Sales lead promotion programHunan Changjiu Boteng Automobile Sales Service Co.Maketing Department現(xiàn)狀分析01解決方案策劃02過程監(jiān)督執(zhí)行03效果分析04CONTENTS 目錄CONTENTSPresent Situation01Solution

2、 planning02Process supervision03Effectiveness analysis04現(xiàn)狀分析Present Situation2017年一季度購車環(huán)境2017年一季度購車環(huán)境購置稅減半政策結(jié)束 購車成本上升2016年四季度爆發(fā)增長，提前消費(fèi)庫存加大 價(jià)格競爭加劇壓力競爭因素2016年底以來，在汽車銷量“微增長”的常態(tài)下，在購置稅減半結(jié)束的影響下，到店、集客、邀約等給銷售工作帶來巨大壓力，競爭加劇、降價(jià)頻頻、周周團(tuán)購，尤其是面對(duì)市場疲軟、春雨頻頻的惡劣天氣等現(xiàn)狀，市場環(huán)境的綜合壓力不言而喻，要達(dá)成銷售任務(wù)，可謂壓力重重，困難難以想像。 購置稅減半政策帶來的一定影響。

3、2016年過度消費(fèi)，導(dǎo)致意向購車客戶提前消費(fèi)。 同品牌區(qū)域競爭加劇，價(jià)格成為成交重要因素。2017 Quarterly purchase Environment2017 Quarter car environmentPurchase tax halved policy end purchase cost rise2016 years of seasonal growth, early consumptionIncrease in stock price competitionPressure competition factorSince the end of 2016, under the

4、condition of the micro-growth in car sales, the effect of halving the purchase tax is over, to the shop, set guests, invitations and other sales to bring enormous pressure, increased competition, prices frequent, Zhou Zhoutuan purchase, especially in the face of weak market, frequent rains and other

5、 adverse weather conditions, the comprehensive pressure of the market environment is self-evident, to achieve sales tasks, is a heavy pressure, difficult to imagine. The policy of halving the purchase tax has a certain impact. Excessive consumption 2016, led to the intention to purchase customers ea

6、rly consumption. With the brand area competition intensifies, the price becomes the transaction important factor.集客量19712035675銷量212285102留檔率72%81%68%成交率11%14%14%2016年1月2016年12月2017年1月0%10%20%30%40%50%60%70%80%90%050010001500200025001月各銷售數(shù)據(jù)對(duì)比情況由以上數(shù)據(jù)可以看出2017年集客量同比下降60%，環(huán)比下降62%；銷量同比下跌52%，環(huán)比下跌64%。雖然成交率

7、基本維持不變，但銷售線索量的巨幅下跌造成銷量下滑。結(jié)論：線索量決定銷量！Set the volume19712035675Sales212285102Retention rate72%81%68%Turnover rate11%14%13%January 2016December 2016January 20170%10%20%30%40%50%60%70%80%90%05001000150020002500Comparison of sales figures for JanuaryFrom the above data can be seen 2017, the volume of cus

8、tomers decreased by 60%, the chain fell 62%; sales fell by 52%, the chain fell 64%. Although the turnover rate basically remained unchanged, but the sales lead volume of a huge decline caused sales decline. Conclusion: The clue quantity decides sales! 1月各銷售數(shù)據(jù)對(duì)比情況4841129261596939718710831858119969476

9、9835020040060080010001200展廳新增集客展廳新增訂單DCC有效集客DCC邀約到店DCC訂單2016年1月2016年12月2017年1月Comparison of sales figures for January48411292615969397187108318581199694769835020040060080010001200New collection of visitorsAdd orders to the exhibition hallDCC effective set of passengersDCC invited to shopDCC orderJan

10、uary 2016December 2016January 2017集客數(shù)量0200400600800100012001400湖南永通汽車城永通華洋眾廣長沙大漢長久博騰中拓瑞眾華洋環(huán)保2017年年1月長沙各店線索月長沙各店線索量量我店2017年1月銷售線索量在長沙7店中最低，總線索量為675批。我店線索量提升工作急需改善！我店線索量提升工作急需改善！The number of passengers0200400600800100012001400Hunan YongtongYong Tong of Auto City Huayang public wideDaHan of ChangshaCh

11、angjiu BotengZhongtuo RuizhongHuayang environmentalJanuary 2017 Changsha Shop CluesOur January 2017 sales leads in Changsha 7 stores the lowest, the total lead volume of 675 batches。Our have a clue to improve the work urgently needed!我店購車群體分析我店位于岳麓區(qū)，大部分客戶主要來源岳麓區(qū)，占比為72%。區(qū)域集中化購車人群年齡在25-35歲，占比達(dá)到了50%，青中

12、年客戶成為主力購買力。年齡年輕化年齡結(jié)構(gòu)年齡結(jié)構(gòu)25歲以下25-35歲35-50歲50歲以上區(qū)域特征區(qū)域特征岳麓區(qū)天心區(qū)雨花區(qū)芙蓉區(qū)開福區(qū)其他區(qū)域星沙Analysis of purchasing group in our storeMy shop is located in Yuelu District, most of the main source of customers Yuelu district, accounted for a ratio of 72%。Regional centralizationCar buyers age at 25-35 years old, accoun

13、ted for up to 50%, Qing middle-aged customers become the main purchasing power.Age is youngerAge DistributionUnder 25 years old25-35 years old35-50 years oldOver 50 years oldRegional CharacteristicsYuelu DistrictTianxin DistrictYuhua DistrictFurong districtKaifu DistrictOther areas客戶來源客戶來源分析分析（20172

14、017年年1 1月）月） 互聯(lián)網(wǎng)渠道是集客的主要來源，且太過集中，在1月由于汽車之家有電話漏接造成網(wǎng)絡(luò)線索也出現(xiàn)下滑，在沒有大型活動(dòng)的支持下，集客顯得尤為乏力。1654203404311200100200300400500直郵信息營銷活動(dòng)網(wǎng)絡(luò)廣告熟人介紹電視廣告路牌廣告車展雜志廣告直郵信息營銷活動(dòng)網(wǎng)絡(luò)廣告熟人介紹電視廣告路牌廣告車展雜志廣告集客狀態(tài)分析Customer source analysis Customer source analysis （ January 2017 January 2017 ） Internet channel is the main source of cust

15、omers, and too concentrated, in January because of the car phone leakage caused by the network clues also declined, in the absence of large-scale activities supported by the collection of passengers is particularly weak.1654203404311200100200300400500Direct mailMarketingOnline AdvertisingAcquaintanc

16、eTV advertisementRoad signsAuto ShowMagazineDirect mail informationMarketing activitiesOnline AdvertisingAcquaintanceTV advertisementRoad signs advertisingAuto ShowMagazine AdvertisingAnalysis of Guest State本店集客現(xiàn)狀平臺(tái)單一 運(yùn)營風(fēng)險(xiǎn)大平臺(tái)就汽車之家和易車網(wǎng)兩個(gè)平臺(tái)，在廠家統(tǒng)簽后競爭越發(fā)激烈，電話漏接或線索處理不及時(shí)極易造成DCC整個(gè)線索量斷崖式下滑。宣傳單一缺乏創(chuàng)新活動(dòng)宣傳及單店宣傳方

17、式主要是以自店微信公眾平臺(tái)和平面媒體宣傳，形式較單一，缺乏創(chuàng)新，客戶對(duì)活動(dòng)政策不了解，單店區(qū)域影響力不強(qiáng)?？蛻舾M(jìn)不及時(shí)展廳銷售顧問沒有詳細(xì)的詢問客戶信息，系統(tǒng)錄入不及時(shí)，在銷售顧問時(shí)間較匆忙時(shí)應(yīng)付工作，對(duì)相關(guān)級(jí)別客戶沒有及時(shí)跟進(jìn)。The present situation of the storePlatform single operation risk is bigPlatform on the car and car network two platforms, in the manufacturers after the competition is increasingly fie

18、rce, telephone leakage or clues to deal with not timely and easily caused the entire trail of DCC a cliff-type decline.Propaganda single lack of innovationActivities publicity and single-shop publicity is mainly from the shop micro-letter public platform and print media publicity, the form of a sing

19、le, lack of innovation, the customers activity policy do not understand, the single-store area is not strong influence.Customer follow-up not timelyShowroom Sales Consultants do not have detailed inquiries about customer information, system input is less than when the sales consultant in a hurry to

20、cope with the work, the relevant level of customers did not follow up on time.解決方案策劃 Solution planning 增加網(wǎng)絡(luò)平臺(tái)、改變投放方式 平臺(tái)寬廣化 活動(dòng)設(shè)置多樣，關(guān)愛團(tuán)購結(jié)合活動(dòng)多樣化 表格系統(tǒng)結(jié)合，早晚會(huì)議分析數(shù)據(jù)管理規(guī)范化解決方案解決方案策劃思路Increase the network platform, change the delivery modeBroad platformActivities set up a variety of care combined buyActivitie

21、s diversified Form system combination, sooner or later meeting analysisData management standardizationsolutionSolution Planning Ideas線上網(wǎng)絡(luò)平臺(tái)：新增了3家線索平臺(tái)以及開通了云中展廳微信后臺(tái)，并對(duì)網(wǎng)絡(luò)后臺(tái)及線索處理流程進(jìn)行優(yōu)化。線下管控：人員分工明細(xì)工作對(duì)接及時(shí)、合理平臺(tái)寬廣化網(wǎng)絡(luò)平臺(tái)Online network platform: Added three clues platform and opened the cloud in the exhibition

22、 hall WeChat background, and network background and clue processing process to optimize.Offline control:Details of division of laborWork docking timely and reasonableBroad platformNetwork Platform活動(dòng)多樣化關(guān)愛活動(dòng)關(guān)愛活動(dòng)春季團(tuán)購會(huì)（春季團(tuán)購會(huì)（3.11）團(tuán)購團(tuán)購長久春季自駕游（長久春季自駕游（3.22）聯(lián)誼活動(dòng)聯(lián)誼活動(dòng)季末沖冠，惠聚全城（季末沖冠，惠聚全城（3.25）三月花開，女王駕到（三月花開，女

23、王駕到（3.8）（銷售）（銷售&售后）售后）速騰、寶來體驗(yàn)日（速騰、寶來體驗(yàn)日（3.18）體驗(yàn)式活動(dòng)體驗(yàn)式活動(dòng)邀約進(jìn)店客戶可獲專享禮品邀約進(jìn)店客戶可獲專享禮品和優(yōu)惠金融政策和優(yōu)惠金融政策DCC專享活動(dòng)專享活動(dòng)Activities diversifiedCare activities Spring Group buy （3.11）Group buyLong spring driving by car （3.22）Networking activities The end of the red crown, Hui poly city （3.25） March flowers, queen

24、 driving to (3.8) (sales & sale) Sagitar, Bora to experience day （3.18）Experiential activityInvite customers to receive exclusive gifts and preferential financial policiesDCC exclusive activities數(shù)據(jù)管理規(guī)范化DCC日?qǐng)?bào)表DCC各平臺(tái)線索登記表網(wǎng)銷專員邀約登記表DCC線索管理前臺(tái)客流登記表銷售顧問客戶級(jí)別跟進(jìn)表展廳線索管理CRM系統(tǒng)與表格相結(jié)合電銷專員多方對(duì)接KPI數(shù)據(jù)考核前臺(tái)客流信息登記表區(qū)域

25、、級(jí)別、觸媒分析H級(jí)客戶晨夕會(huì)分析戰(zhàn)敗客戶分析Data management standardizationDCC daily reportDCC platform clue registration formNet sales commissioner registration formDCC clue managementFront desk passenger registration formSales Advisor Customer Level Follow-up TableExhibition clues managementCRM system and the combinat

26、ion of formsElectric Sales Commissioner Multi-dockingKPI data assessmentFront passenger information registration area, level, catalyst analysisH-class customer morning evening analysisDefeat customer analysis過程執(zhí)行監(jiān)督 Process supervision 管理團(tuán)隊(duì) 執(zhí)行團(tuán)隊(duì) 積極溝通 主動(dòng)反饋制定相關(guān)活動(dòng)政策管理監(jiān)督績效考核落實(shí)任務(wù)完成進(jìn)度積極完成相關(guān)任務(wù)反饋過程問題突發(fā)狀況及時(shí)處理

27、數(shù)據(jù)波動(dòng)及時(shí)上報(bào)數(shù)據(jù)提升指標(biāo)達(dá)成個(gè)人提升執(zhí)行&監(jiān)督 Management team Executive teamActive communicationActive feedbackDevelop relevant policiesManagement supervision performance appraisalImplement the progress of the taskActively complete the relevant tasksFeedback process problemSudden situation in a timely mannerData fl

28、uctuate in a timely mannerData boostIndicators are reachedPersonal promotionImplementation & supervision潛客跟進(jìn)標(biāo)準(zhǔn)F級(jí) 購車時(shí)間模糊 主動(dòng)向客戶推薦車型，提供相關(guān)信息和建議，讓客戶留下印象，關(guān)注客戶車輛選擇，關(guān)系維系。D級(jí) 不確認(rèn)購車日期/客戶購車意向不強(qiáng)，多次聯(lián)系邀約均拒絕/客戶未明確回復(fù)已購買其他車輛 當(dāng)天短信聯(lián)系 /48小時(shí)首次回訪 /7天內(nèi)第一次跟進(jìn) /60天以上成交C級(jí) 商談中表露出有購車意愿/經(jīng)判定有購車條件者/對(duì)選擇車種猶豫不決 當(dāng)天短信聯(lián)系 /48小時(shí)首次回訪 /7

29、天內(nèi)第一次跟進(jìn) /提供專業(yè)建議，幫助客戶篩選車型/30-60天成交B級(jí)正在決定擬購車種 /經(jīng)判定有購車條件者/要求協(xié)助處理舊車當(dāng)天短信聯(lián)系 /48小時(shí)首次回訪 /7天內(nèi)第一次跟進(jìn) /了解客戶選定競品的接觸情況/15-30天成交A級(jí)已談判購車條件/客戶明確本月購車/選定下次商談日期或再度來看展示車 當(dāng)天短信聯(lián)系 /48小時(shí)首次回訪 /5天內(nèi)至少跟進(jìn)1次/車型對(duì)比優(yōu)勢，結(jié)合促銷活動(dòng)促進(jìn)客戶作出決定/7-15天成交H級(jí)車型車色已選定/已提供付款方式及交車日期/分期手續(xù)進(jìn)行中當(dāng)天短信聯(lián)系 /48小時(shí)首次回訪 /2天內(nèi)至少跟進(jìn)1次/價(jià)格優(yōu)勢體現(xiàn)及當(dāng)前活動(dòng)實(shí)效性，提供服務(wù)及資源稀缺性/7天內(nèi)成交訂單當(dāng)天購

30、買合同已簽 /全款已交但未提車/已收訂金當(dāng)天短信聯(lián)系 /48小時(shí)首次回訪 /一周內(nèi)至少2次回訪/對(duì)客戶購車表示感謝；提供車輛相關(guān)運(yùn)輸信息；提醒客戶準(zhǔn)備好交車，上牌資料。重點(diǎn)關(guān)注AB級(jí)客戶到H級(jí)的轉(zhuǎn)變！Submissions follow the standardF levelThe car time is blurredTake the initiative to recommend models to customers, provide relevant information and recommendations, so that customers leave the impress

31、ion, concerned about the customer vehicle selection, relationship maintenance.D levelDo not confirm the date of purchase / customer intention is not strong, many times to contact the invitation are rejected / customer did not explicitly reply to the purchase of other vehiclesDay SMS contact / 48 hou

32、rs first visit / 7 days for the first time to follow / 60 days or more transactionsC levelNegotiations show that there is a car willingness / determined to have the conditions of the car / the choice of vehicles hesitantDay SMS contact / 48 hours first visit / 7 days for the first time to follow up

33、/ provide professional advice to help customers filter models / 30-60 days turnoverB levelIt is decided that the proposed vehicle type / has been determined to have the terms of the car / request to assist in handling the old carDay SMS contact / 48 hours first visit / 7 days for the first time to f

34、ollow up / understand the customer selected competitive contact situation / 15-30 days turnoverA levelNegotiated car condition / customer clear this month car / selected next meeting date or again look at the show carDay SMS contact / 48 hours first visit / 5 days at least 1 times / model comparativ

35、e advantage, combined with promotional activities to promote customer decision / 7-15 daysH levelThe vehicle color has been selected / provided payment method and delivery date / staging procedures in progressDay SMS contact / 48 hours first visit / 2 days at least 1 times / price advantage and the

36、effectiveness of the current activities to provide services and scarcity of resources / 7 daysOrder The day of purchase contract has been signed / full payment has not yet submitted / has received a deposit The same day SMS contact / 48 hours for the first time visit / at least 2 times a week visit

37、/ thank the customer car; provide vehicle-related transport information; to remind customers ready to ship, on card information.Focus on AB-class customers to H-class changes!根據(jù)集客基礎(chǔ)數(shù)據(jù)表判定客戶級(jí)別客戶意向判定標(biāo)準(zhǔn)（掌握1-6條信息為初級(jí)客戶，掌握7-11條信息為高意向客戶）集客基礎(chǔ)數(shù)據(jù)表Determine the customer level based on the customer base data she

38、etCustomer intention to determine the standard (master 1-6 information for the primary customer, master 7-11 information for the high intention to customers)Customer base Datasheet多打電話，不放棄，每位客戶呼出多打電話，不放棄，每位客戶呼出5次以上。次以上。活動(dòng)邀約話術(shù)培訓(xùn)xxx先生/女士，您好！一汽大眾舉行廠家回饋客戶活動(dòng)，這是2017年第一次廠家進(jìn)行回饋，現(xiàn)場優(yōu)惠政策均是廠家直接給出，全系車型都參與優(yōu)惠，政策僅限

39、當(dāng)天，期待您的參與。短信邀約微信邀約xxx先生/女士，您好！我是XXX，一汽大眾舉行廠家回饋客戶活動(dòng)，這是2017年第一次廠家進(jìn)行回饋， 湖南省長沙站，即將在3月11日舉行。本次活動(dòng)，您僅需繳納99元誠意金可抵999元?；顒?dòng)當(dāng)天除相關(guān)的購車政策外，另有多重超值實(shí)用豪華大禮等著你來拿，優(yōu)惠僅此一次，如有任何疑問，您可以隨時(shí)與我聯(lián)絡(luò)，期待您的參與。話術(shù)要點(diǎn)話術(shù)需包含以下主要內(nèi)容：1、能夠享受到廠家直供各車型的政策和資源。2、訂車后可享受多達(dá)10多次循環(huán)抽獎(jiǎng)，中獎(jiǎng)幾率高達(dá)60%。3、現(xiàn)場訂車的客戶都有機(jī)會(huì)參加終極大獎(jiǎng)。4、可以享受交100元抵1000元的現(xiàn)金大禮包。5、直銷活動(dòng)準(zhǔn)時(shí)到店，可領(lǐng)取一份精

40、美禮品。不愿交意向金又愿意來活動(dòng)，轉(zhuǎn)告客戶我可以先給你保留報(bào)名名額，你在考慮一下；良心譴責(zé)術(shù) More calls, do not give up, each customer exhaled more than 5 times.Training of Active solicitation wordsXXX Mr./MS, Hello! FAW-Volkswagen to hold manufacturers feedback activities, this is the first time 2017 manufacturers to give feedback, on-site pre

41、ferential policies are manufacturers directly given, all-line models are involved in preferential policies only the same day, look forward to your participation.SMS offerWeChat offerMr. xxx / ladies, hello! I am XXX, FAW-Volkswagen manufacturers to give feedback to customer activities, which is the

42、first time in 2017 manufacturers to feedback, Changsha, Hunan Province, will be held on March 11. This event, you only need to pay 99 yuan in favor of gold can reach 999 yuan. Activities in addition to the relevant day of the car policy, the other valuable multi-purpose luxury gift waiting for you t

43、o come and see, concessions only once, if any questions, you can always contact me and look forward to your participation.The main points of speechThe following major elements are required:1, can enjoy the manufacturers direct supply of various models of policies and resources.2, set the car can enj

44、oy up to 10 times the cycle of luck, winning up to 60% chance.3, the scene set the car customers have the opportunity to participate in the ultimate prize.4, you can enjoy the payment of 100 yuan to 1,000 yuan cash spree.5, direct marketing on time to shop, can receive a fine gift.Do not want to pay

45、 to the gold and willing to come to the event, tell the customer I can give you to retain the registration quota, you are thinking about; conscience condemnation . .CRM系統(tǒng)與表相結(jié)合DCC業(yè)務(wù)業(yè)務(wù)KPI統(tǒng)計(jì)表統(tǒng)計(jì)表CRM系統(tǒng)系統(tǒng)CRM system and table combinationDCC business KPI statistics tableCRM system宣傳監(jiān)督微信朋友圈廣告自店微信平臺(tái)網(wǎng)絡(luò)平臺(tái)新聞內(nèi)頁利用

46、口碑宣傳Combination of publicityWeChat friends circle advertisingShop WeChat platformNetwork platform news page useWord of mouth publicity云中展廳云中展廳銷售顧問個(gè)人風(fēng)采展示，深度挖掘銷售顧問微信朋友圈潛客，維系與客戶關(guān)系，與購車客戶售后維系，借助社群營銷手段，把店員打造為自媒體、小網(wǎng)紅，擴(kuò)大個(gè)人影響力。Cloud in the exhibition hallCloud in the exhibition hall sales consultant personal

47、 style show, the depth of mining sales consultant WeChat friends circle sub-passengers, to maintain customer relations, and car customers after-sales maintenance, with social marketing means, the clerk to create a self-media, small red, expand personal influence force.效果分析 Effectiveness analysis線索量對(duì)比分析199236368476687913020040060080010001月2月3月展廳DCC截至一季度展廳留檔率達(dá)到86%，留檔量368，為一季度最多月；DCC線索量為913，線索量提升趨勢明顯。Comparison of Threads19923636847668791302004006008001000JanuaryFebruaryMarchExhibition hallDCCAs of the first quarter of the exhibition hall retention rate of 86%, retainin