The new normal at Auto Service shop project settings should be, entrance project + set-off items + profitable projects = stores complete project structure, according to the positioning level of our store and technicians can pick out several profitable projects, as a technical team dedicated to capture, set up machine repair group, film group, individually made characterIstics store, and other stores to dIstinguIsh.
How to bind customers?
The purpose of our marketing Is to bind customers to bind customers, there are many factors, not doing a promotion, it Is bound to do a Card.
First, from the products and projects, rely on kind of product?
Second, responsiveness and marketing capabilities, how to build response capacity and ability to respond to customers’ needs? And marketing capabilities!
Third, the maintenance of quality and technical capabilities by a professional service technician and customer experience!
Fourth, the customer experience and service capabilities, allowing customers to experience our technology and service capabilities!
because the product project, reaction and marketing, which Is the boss and decIsion-making done. But following these two steps it Is deep, it Is not easy to accomplIsh, it requires us to do battle with the team as a whole, by the staff of the service, for customers to experience our overall level of service, more experience Is our working capacity and operational capabilities.
The first, second point determines the customer did not vIsit the store, third, fourth point Is to determine Why customers to shop.
which we rely on set-off project? What project profitability?
Car wash, oil change and Car insurance Is we contested market, both inside and outside the industry, wants to cut the flow up, we want to enhance the three ports . Therefore, the project had to do entrance, Ye Hao Car wash, insurance or at any time are needed. Secondly, we want to attract customers, but also a period of relatively high frequency of set-off project, aYears, the weather gradually gets hot or cold, when gradually, as the owner may be an urgent need for air conditioning, antifreeze need to allow customers to you for one purpose to store. The project Is a high profit margin, there are some technical barriers, relatively low frequency, we call profitable projects, such as body film.
we look at the whole project integration:
project entrance, Car washes, oil changes, insurance, every a decoration shop, repair shop basically of;
set-off items, air conditioning maintenance, chassIs, brakes, cooling, beauty, batteries, air conditioning cooling, twice a year season when customers can interact, a relationship; chassIs, brakes, battery holidays traveling by Car out of the house, from the viewpoint of safety and customer relations occur; beauty or sheet spray Is respect for the needs, Chinese Lunar New Year, when possible customer needs greater.
profitable projects Is that these no frequency, air conditioning service, chassIs repair, transmIssion, electronics, fast sheet spray, Car accident, solar film, change color film, invIsible sewing, frequency the terms are getting low frequency, gross profit Is higher and higher.
Now a lot of repair shop or decorative beauty shop, just put the Car accident repair, sheet and film spraying, etc., as the main task, holding the Car accident repair and sheet spray, scratch hold to the end, ignoring the set-off items and entrance project. Car wash, oil change and insurance, which decided the entrance of our customers into the store number, set-off throughout the year, we decided what kind of content, and what form a relationship with the customer. Profitable projects that we solve the problem of final demand of customers and achieve their revenue.
The new normal at Auto Service shop project settings should be, entrance project + set-off items + profitable projects = stores complete project structure, according to the positioning of our store and level technicians can pick out several profitable projects, as a technical team dedicated to capture, set up machine repair group, film group, individually made characterIstics store, and other stores to dIstinguIsh.
In addition, the project set-off Is active, cold hot involves air-conditioning, pull out of the houseWander brakes, chassIs, brake and the like.
Auto Service store how to do marketing design?
We should pay attention to each vehicle to the shop, it may have opportunities exIst, there Is the opportunity we have for its services.
▲ thIs Car Is to fill tires, we see the Car in front of a lot of shellac
us customers can judge recently ran fast and had a shellac, in such a situation we can communicate with customers, that customers are every day a high-speed run from California to Tianjin. Every day, at such a high frequency of highway driving, not just outside the paint Is chipping stone paint, Will see some birds, sparrow’s body.
or the customer to drive down the left, thIs time we need the help of tools to inform customers, our Car inspection results. FIG:
and these customers thIs Is not known at thIs time by detecting the shop technicians, sales talks, they you can dig deeper customer demand, which Is the conversion of traffic, improve cycling value.
Therefore, regardless of whether the customer Is waiting in the shop, we Will make a plan for their Car, passed to him through a variety of ways, supporting thIs program requires the following aspects:
performance appraIsal, so that employees understand how many vehicles today, I have to check whether or not reached and its relations commIssion;
marketing stimuli, stores there Is no dIsplay of goods, and related marketing programs, there are no instructions?
customer experience, there Is no data related to inspections, reporting to the customer with a professional tool?
port workers, there Is no technical staff to openPut authority, if he has some communication, technical experience;
design, we took the whole work can be completed in ensuring the premIse, to develop a marketing plan .
organizational functions, the store Is supporting the implementation of the program team divIsion.
for all types of stores Is concerned, I think that marketing Is essential, but not the most important, it can only be said to be icing on the cake, do not timely. After more important or internal store operations and management, from the store customer management, staff management, sales management, customer experience management, etc., do a good job in thIs area to start marketing it Will play some role in thIs.