Direct marketing to improve electric conductivity of auto 4S Shop

How to improve the turnover rate of direct duplex database marketing

Wang Ming Tam

Shanghai co-motion precision Marketing

The shop-keeper in the retail business daily is how to get customers to pay more, rather than leaving empty-handed, or how to improve the shop turnover rate. From the perspective of direct duplex marketing, each of the guests into the store are bought by the company's money, in order to these customers into the store, the company put into the market advertising fees, external decoration, store rental. So in order to improve to store conversion rate, no matter how hard it is. Each retail store has made a lot of investment and long-term efforts to this end, such as merchandise placement, shop interior posters, sales staff training and so on.

According to the 2/8 principle, when the shop turnover rate reached a certain degree, then further improvement has been very difficult, and what methods, with a smaller investment, more significantly increase to the store conversion rate?

Let's take a look at what links are lost to the customer. For high value products, such as automobiles, houses, health care products, luxury goods, and so on, the vast majority of customers generally can not first visit on the deal, often need a few rounds of follow-up and sales. However, due to the enthusiasm of the sales staff, rigor, sales level is uneven, or because of the normal perceptual customer management confusion, there are a lot of customers have the intention to deal with the omission. In order to manage these customers, many companies on the CRM system, the customer's data records and management, and follow-up customer sales status. However, the turnover rate has not been significantly improved, sales staff do not cooperate. It has been proved that only relying on CRM software can not solve the problem that the customer misses or ignores, and can not guarantee the customer's effective follow-up.

CRM is only a tool, and is not necessary, more important than software is the system, process, management and data analysis, this is the method and the essence of the direct duplex database marketing.

The following Wang Mingyu take a car 4S as an example to resolve how the conversion rate of the store increased by 30% in three months.

This is a famous car brand of a distributor, manufacturers for them to equip the CRM software, but the last software to play the biggest role is sales statistics, sales staff are unwilling to put their own customer data input system, because it is troublesome, to their own sales also do not have any substantive help. Because the CRM system does not have the latest customer information and follow-up records, the Sales manager is unable to effectively manage and supervise salespeople from the use of data, or to analyze valuable information from CRM data. There is the current sales process, and CRM software does not match at all.

Our approach is to first give up CRM, because every day to visit the customer is not many, the first use Excel form to record customer data, the most is the sales assistant's workload is a little larger. To implement the direct duplex database marketing, we took a step

1 establish customer reception process and specification

The 4S store's customers are mainly three channels, one is directly to the shop, one is to call, a network contact, such as e-mail, website registration or MSN and so on. Telephone and network links to the database marketing, very important, well done, the same market input, will greatly increase the amount of data customers visit. But due to the length of the relationship, we launched in the next series, here focused on customer visit to the store.

The reception of the previous visitors was not very standard, who caught it. To this end, they set up similar hairdressing shop arranging's rule, one sells one but receives the customer, the next sale enters the reception preparation status.

2 Improve the success rate of registering customer reception table

First redesign the Customer reception table, reduce unnecessary registration information, add some information to help judge the customer purchase intention, such as increased the main escort information, such as the wife, the elderly, because these people have a significant impact on the purchase behavior.

Train the sales staff to help fill in the reception skills of the customer reception form, and to fill in the specification.

Apply for fees, buy appropriate gifts and rewards, and encourage visiting clients to leave information. Because the value of this information is much more than the cost of these rewards.

To fill in the Customer reception table success rate, correctness, integrity, as a sales staff evaluation indicators, and give rewards.

Fill out the customer reception form, immediately to the sales assistant, input computer

2 Evaluate the customer purchase intention level, and make a clear return visit system, clear customer attribution to the salesman

Establish a clear customer purchase intention of the specification, the customer purchase intention is divided into three levels, such as prospective purchase customers (three months), the intention of customers (buy within half a year), potential customers (still on the sidelines, the time is uncertain)

For example, prospective customers, must call a visit once a week, the intention of the customer at least once a month call a visit, potential customers to the marketing department to follow up.

The level of these customers is constantly adjusted after each visit or reception.

3 Sales Manager Hold sales meeting every day, summarize customer reception and return visit

The daily sales meeting includes the customer reception, customer return, sales staff and Sales department total intention of customers, and potential customer data, the conversion rate of each sale and the number of customers in charge through the level of visits to upgrade. And the second day of return visit tasks and indicators.

A sales conference also has the task of allocating other channels, especially the market-nurturing intent of the customer to the designated sales staff.

Make each salesperson's target finer, from the result management to process management transformation, from extensive management to customer data management transformation.

4. The Division of the lost customer and the long term non-progress customer attribution

The sales manager will reassign to a more senior salesperson, or a return visit by the sales manager, for a prospective customer who has not been defined as a prospective defeated client within three months. If three months is still a deal, defined as defeated customers, transfer to the marketing department for Unified follow-up.

The intention customer three months did not upgrade to the prospective transaction customer, also redistribute the ownership.

5 Sales Manager through the statistical analysis of data to sum up experience and find problems

A number of key reports have been designed, which are aggregated daily, weekly, and monthly by the sales assistant. What is the current bottleneck for sales managers to achieve sales targets through these reports? That salesperson's index is relatively low, to focus on improving. There was a noticeable decline in that indicator. That type of customer has the highest turnover rate (tell the marketing department to promote for such customers), how to improve the customer purchase intention of the evaluation rules.

Through the data, rather than just through experience and feeling, constantly identify problems, and identify problems in advance, find the improvement, and develop clear objectives and action plan.

6 Sales Manager Coaching Sales Staff

For example, for the customer reception form to fill the poor quality of the sales staff, Sales Manager to focus on site tracking, to help improve reception skills. Check the phone recordings (for individual salespeople installed telephone cassette, for the key coaching of the telephone sales staff, requiring the installation of telephone recordings of the fixed telephone calls on the phone, the telephone recording also has one advantage is to share the senior sales of the telephone return visit experience). The advantage of telephone recording is that, on the one hand, check whether the sales staff to perform a return visit program, on the one hand can let everyone share the successful telephone return visit skills, improve the team's two follow-up success rate.

Through the above efforts, in three months time, to shop customer turnover rate increased by 30%. The more important point is that:

(a) through the index refinement, and supervision and assessment, improve the sales team's executive power;

B through process management, and sales process decomposition, the new sales staff can be faster on the ground and play a role, sales team to senior sales rely on not that high, senior sales can be more effective play;

C from the customer to the shop, received, test drive, to follow the entire process of follow-up visits recorded, sales managers more effective analysis of the entire process, and constantly find problems, improve marketing process and skills;

D Better with the marketing department, so that the promotion of marketing more targeted, through with the market department of customer data flow docking, reduce the loss of defeated customers and prospective customers, as well as potential customers of the passing.

E Rich, complete, real-time updated customer information to become the company's valuable resources to accumulate, greatly reduced due to the passing of the sales staff, resulting in the passing of customers, greatly improve the customer pre-sales service experience.

To import a direct-duplex database marketing The next step is based on the above process, application to upgrade the current CRM software, so that it is consistent with the current sales process, reduce the manual input of Sales assistants, by the sales staff to input data, and at any time to update data, training sales staff to use systems to manage their own customer sales process habits. In addition, through the introduction, the 4S store has tasted the sweetness of precision marketing and data management, but also plans to transform the existing telephone system into a small, simple call center. In this way, the system can automatically record telephone recordings, sales staff return, the mouse can click on the phone, the system automatically record a visit, not only improve the efficiency of the sales staff, but also strengthen the customer return to the supervision and telephone marketing skills counseling.

Of course, this case is just a primary application of the direct Duplex database marketing, the higher value of the direct duplex database marketing to the enterprise lies in the marketing, sales and service integration management, which can not only improve the efficiency and accuracy of marketing, but also improve the customers ' repeated purchase and recommendation through service marketing.

This case is a 4S car, but it is the same for store sales for High-value products. As for FMCG, clothing and other stores how to improve the conversion rate, and how to through the direct duplex database marketing, increase the number of customers into the store, reduce the cost of promotion, we are introduced in the following article to everyone.

PostScript: This is only a small part of direct-effect marketing, the future of the marketing model will pay more attention to the deep interaction of customers, I will also love marketing friends to provide help, recently has a system of special effects marketing methods training, interested friends can contact.

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Wang Ming Tam Introduction

The first Chinese direct-duplex marketing, the chairman of the co-operation Marketing consulting company, president of the China-Europe Business School Precision Marketing Association.

In database marketing, telephone marketing, direct mail and catalogs, e-mail marketing and direct response ads have 10 years of actual combat experience, China's first in Europe and the United States 200 years of direct duplex marketing experience into China, and with the actual domestic marketing, the development of a simple rapid capture of potential customers and sales transformation of the automated marketing model.

Wang Ming Tam has an MBA from Ceibs, a master's degree in applied mathematics from Tianjin University, and a Bachelor of Science degree in physics from Jilin University. Mr. Wang has worked in senior management positions in a number of multinational companies such as Motorola, Siemens and TNT. Wang Ming Tam has served customers including Volkswagen, the diamond, China Ping ' an, China Mobile, Tianwei supplies group, China Netcom, Ogilvy ads, Yang Lion ads, Alibaba and so on.