汽车销售技巧与话术，9大技巧应对价格谈判

9大技巧应对价格谈判 955 阅读 0 评论 0 点赞

汽车销售技巧与话术，9大技巧应对价格谈判

Car sales skills and words, 9 tips to deal with price negotiations

在销售过程中，我们经常会遇到这样一个情况：客户进店后，围着车子看了一圈，问销售顾问：这车现在有多少价格优惠？

在这里，我们要先区分是价格咨询还是价格谈判？

价格咨询：就是没有通过销售流程，打电话或者一见面就问多少钱的行为。如果你认为客户是价格咨询，需要导入销售流程。

价格谈判：就是经历过销售流程，顾客对产品已经有了一定了解且流露出购买信号。如果你认为客户是价格谈判，就需要使用谈判技巧。谈判的核心就是让顾客有一种胜利的感觉，我们的一切努力，都是让客户觉得自己这样做是赚了，占了便宜。

在谈判过程中，要善于布局，把握顾客的心理，同时借助环境，工具，资料，其他同事等帮我们达成交易。

下面我们整理了一些话术和技巧进行点评，希望可以帮助到您。

引客入瓮法

话术指导：您要优惠？其实优惠幅度与市场行情也差不多，在我们这里买和其他地方买基本一样。您为了买一台车子要走好几个地方和试驾也挺累的。今天你来到我这，就不用再跑了，只要您今天能定下来，我就帮您做一个最有价值的购车方案，让您得到实惠，用车无忧！您看如何？咱们到那边坐下来详谈吧。（然后把客户引导到洽谈区坐下洽谈）

点评：本处的技巧是先请客户坐下来，逐步引导进入销售流程，全面了解客户对我们产品的了解情况，购买意愿情况等，然后再使用系列技巧，达到成交目的，切记不要着急！

转移法

话术指导：转移话题从而变被动为主动。如果客户问你，有没有优惠？你不能直接说有，也不能说没有，你可以这么说：这要取决于你，而不是取决于我呀，如果您今天就能定下来，那么优惠就肯定有，如果您今天定不下来，那么优惠就是有也等于白说，所以您今天能定下来吗？哪个配置，颜色，按揭还是全款？

点评：此处运用的销售技巧是转移法，就是把客户的注意力从价格转移到购买时间，配置，颜色和付款方式上来，因为只有很多细节都落实了，价格谈判才有意义，如果没有细节的落实，也许客户就是咨询一下价格而已，而我们还高高兴兴的跟客户砍价格，最后客户挥挥手不带走一片云彩，把在我们这里了解到的价格再去其他家砍，砍来砍去，我们很难掌控！

封闭提问法

话术指导：跟您说实话吧，我卖车3年多了，这么多客户的购车经验告诉我，优惠多少是唯一不用担心的事情啦！最需要担心的是什么呢？最担心的是这个车是不是最适合您呀！您买车最看重的是什么呢？空间，动力，油耗，操控还是其他的方面？

点评：

①首先让客户觉得您很专业。

②其次是给客户一个明确的表态，让客户觉得价格不是核心问题，合适的才是最好的。

③同时迅速就价格问题转移到车辆性能问题，我们使用封闭提问找出客户感兴趣的点，然后在客户感兴趣或者关注的点上进行展开，使用FFB技巧，使用车辆展示技术，从而达到成交的目的。

在这里，我们也可以与神秘客户的考核点结合起来，神秘客户在车辆性能介绍和说明客户利益上的考试主要从5个方面来要求：分别是设计风格，车辆工艺，舒适，操控和安全。

我们在给客户封闭式提问中，可以拆分成两段：A、车辆的外观，工艺，内饰您最看重哪方面呢？B、您觉得车辆的操控，安全，舒适哪些是最重要的呢？

下套子法

话术指导：如：向您这样专业的人士，对汽车一定非常了解，同时也全面地进行了考察，请问大哥都看过哪些车型？觉得这款车哪些方面很不错呢？

点评：在这里我建议使用铺垫，给面子，下套子的策略！要看是什么类型的客户。我们可以先试探性的问客户，要什么型号，什么排量，什么颜色。如果都准确答出来，证明他不是第一次看车了，起码对这款车了解较多。那报出来的优惠起码要持平市场价格了。不然客户会觉得我们诚意不够。

另外，如果都答不出来，证明他不了解市场。那再细分客户类型。了解客户是价格敏感型，还是服务要求型等等再具体分析给多少优惠？

了解客户的付款方式

话术指导：通常当客户像你一样这么在乎价格问题，想必你是已经考虑的非常周全了，各方面也已经对比好了，是吗？已经确定是要今天就定我推荐你的这款车了是么？我的客户中，很多人都挺会投资的，也很有经济实力，奇怪的是他们越有钱反而贷款越多，而且贷款也有优势，你是不是也希望像他们一样贷款呢？今天定下来是想明天提还是后天提车呢？

点评：此处主要是了转移法解客户的付款方式，我们也非常鼓励销售顾问做贷款渗透，这个时候我们可以转移话题，了解客户的付款方式，从而为推销贷款打下基础，同时也可以用贷款各种费用的杠杆给客户一个综合报价或者在综合报价的利润基础上给自己一个较大的谈判空间！

加码法

话术指导：如果客户说：你今天优惠越大，我定的可能性就越大。那你就这么回答：你要优惠大的话，我们来看看这辆车吧。然后带他去看高配车型。

点评：此处是引导客户去看另外的我们优惠幅度比较大的车型，表面上是看其他车，没有完全满足客户要求，实际上我们多了与客户接触和沟通的机会，另外也增加了一个谈判的筹码，既让客户了解了情况，也给了我们缓冲的机会！

现在很多公司的广告中某某车最高优惠30万其实就是用的这种方法！当我们实际去看的时候，他最高优惠的车子其实是销售量很小或者库存很长的车辆，他这样做的目的就是为了吸引大家的关注，从而增加潜在客户，当客户上门后再进行有效沟通，从而增加成交机会！

随机应变法

话术指导：您今天想要看这车型、X色、X配置了吗？您刚刚说有家4S店给您优惠更多，请问是哪一家，给您多少优惠呢？他们现在有现车吗？

点评：用以上话术来判断客户说的是真是假，然后再想对策，随机应变。

向领导请示法

话术指导：哥，您看这话说的，优惠？给别人没有，给您必须有啊！来，咱们到办公室好好谈谈。到办公室后。再说：哥，您看，咱们联系这么长时间了，小弟我对你一直是非常实在的。这样咱们先确定几个问题。咱们是分期还是全款啊？客户回答，分期。(心里想太好了，分期是有手续费的，而且必须全险。因此这个车不会亏钱了)，剩下的就是多跑几次经理办公室，把实在演到家，即使优惠再大也能保证不亏。

点评：这里使用的技巧是向领导请示法给客户一个感觉觉得我们已经给了他最大的优惠。使用这个技巧的时候要注意关键点是：请示之前客户给的价格一定要靠谱，同时要让客户给我们一个承诺。

如：王先生，您现在只是价格的问题，我们去向领导申请了，您马上就可以交定金对吗？

无敌磨功大法

话术指导：如果是全款，那就要谈条件了。哥，您要是买全险的话可以给您优惠一个交强险，您看怎么样？或者您要是那个原价2980的延保给您优惠1000，另外我再跟领导申请送您装具大礼包，怎么样？

点评：最重要的一点就是打死也不让客户走。曾有一个客户从下午两点磨到六点，走到展厅门口三次，让人拉回来，又走到大门口三次也拉回来，最后拿下，所以一定要记住这一点。前段时间介绍了几个朋友到XX处买了3台AAA，该店的销售总监就采用了这个技巧，同时加上其它销售顾问在中间做和，最后客户离开几分钟后再采用电话追踪的方式把客户请回来，这样客户没有离开4S店的可控范围，最后顺利的完成了销售，同时大家都很高兴！

反问法

话术指导：您要什么颜色啊，一系列配置问完，确定好车型就说，您打算什么时候提车？他要是说价格谈好就买。销售就说就说：你也诚心买，我也就一口价了。但是前提要想好说出去怎么回应他下一句，还有一种比较大胆就是：我给您报一价，您要觉得合适就在我这买，要是觉得不合适，您也大可在别处看看，看他们给你什么价。你就知道我们这给你让了多少。诸如此类。也可以给他提一下调车的事，交个订金，等个一星期车就到了。还能给你多优惠一些。

也可以换种思路，试着套话，先让客户说个自己理想的价位，然后他要说高了，就可以回复他：想必这车怎么样，什么价位，你可能比我们了解的都多，能说一下您了解到什么价位吗？

点评：这种方法是谈判中的反问法，主要是了解客户的心理价位，我们根据他的价位进行应对，在这里有的客户自己说出来的优惠幅度一般都挺离谱的，差的多了就笑着说：开玩笑吧，这车不管哪里都从来没有过这种价格，注意语气要硬气一些，更有说服力。然后客户可能会说：XX4S店给他优惠到那个价了。

这是销售顾问就回答他：这车大家都优惠5000就一个地方给你优惠20000你敢要么？可以提一下前段时间那个销售骗了几千万跑了那事。吓唬吓唬客户，然后坐下来详细洽谈。当然也可以说价格优惠太离谱的时候可能会有陷阱，如车辆是库存车，是试乘试驾车，是演示用车，是泡水车等，当然表演要真实，语言要坚定，态度要友好，语调要平和！

步步为营法

话术指导：大哥，您确定就是这款车了吗？您眼光真好，这是咱车上市以来卖的最好的车！您看（这里给客户看配置）目前这款车售价是14.98万，现在优惠8000！如果客户他问还能不能优惠，就告诉他：大哥我给您说句实话，咱们车价一直都是很稳定的，作为车主您肯定想越优惠越好，但作为一个买车的您也不想刚买了新车就像某些品牌一样持续掉价吧？像我以前一个客户，他和他朋友去年买的车，当时他朋友买车优惠1w，而现在他朋友的车已经折掉2w了，而他的车一直都没有掉价，别提多高兴了。

点评：先和客户确定车型，定下车型配置颜色咱们再说价钱，如果车型都没有确定，优惠再多也没用啊，然后和客户确定当天能否交定金，随后再商谈具体优惠措施，争取在确定车型的过程中让客户信任自己，这样价格洽谈就会容易很多同时要从车辆的保值角度去阐释，让客户感觉到物超所值！

价格谈判总结

总的说起来就是一般情况上分3步搞定客户：

第一步：切勿正面回答客户，避免客户进一步纠缠价格问题。

第二步：将客户引入其他话题，进行需求分析。

第三步：对于确已明确需求的客户直接尝试成交。

除了这些我们尽量不能把主动权交给客户，当你把主动权交给了客户之后，他就可能会漫天要价。

其实有些客户他心里也没个底，也不知道喜不喜欢这部车，只是把优惠当作口头禅而已。重要的是，我们要设法带着客户走流程，把需求分析做透才能谈到价位这一话题。可以先让客户坐下，倒杯水，询问购车需求，确定购车日期才是第一步，直接谈价格没有意义。

就算有价格的优势，在你这买了，你想他后期的满意度会高吗（满意度考核）？那样你卖的是产品价格，而不是你这个人！就算做成功了，也是失败的。关键要让客户认可你，信任你，觉得跟你买车放心、实在、心理舒畅。

Car sales skills and words, 9 tips to deal with price negotiations

In the sales process, we often encounter such a situation: after the customer enters the store, I look around the car and ask the sales consultant: How many price discounts does the car have now?

Here, we have to distinguish between price consultation or price negotiation?

Price consultation: It is the act of not asking through the sales process, making a phone call or asking how much to meet. If you think the customer is a price consultation, you need to import the sales process.

Price negotiation: It is through the sales process that the customer has a certain understanding of the product and reveals the purchase signal. If you think customers are price negotiations, you need to use negotiation skills. The core of the negotiations is to let customers have a feeling of victory. All our efforts are to make customers feel that they are making money and taking advantage of it.

In the negotiation process, we must be good at layout, grasp the psychology of customers, and use the environment, tools, materials, and other colleagues to help us reach a deal.

Below we have compiled some comments and tips for review, I hope to help you.

Access method

Speech guidance: "Do you want a discount? In fact, the discount rate is similar to the market. It is basically the same as buying in other places. You have to go a few places and test drive to buy a car. You are very tired today. Today you Come to me, you don't have to run anymore. As long as you can fix it today, I will help you to make one of the most valuable car purchase plans, so that you can get benefits and worry-free car! How do you look? Let's sit there Let's talk about it in detail." (and then guide the customer to the negotiation area to sit down and negotiate)

Comments: The skill of this department is to ask the customer to sit down and gradually guide into the sales process, fully understand the customer's understanding of our products, purchase intentions, etc., and then use the series of skills to achieve the purpose of the transaction, remember not to worry!

Transfer method

Speech guidance: shift the topic and become passive. If the customer asks you, is there a discount? You can't say yes, you can't say no, you can say: "It depends on you, not on me. If you can fix it today, then the discount will definitely be there if you can't decide today. , then the offer is equal to white, so can you fix it today? Which configuration, color, mortgage or full?"

Comments: The sales technique used here is the transfer method, which is to transfer the customer's attention from the price to the purchase time, configuration, color and payment method, because only a lot of details are implemented, the price negotiation makes sense, if there is no detail The implementation, perhaps the customer is to consult the price, and we are also happy to cut prices with customers, and finally the customer waved without taking a cloud, the price we have learned here to go to other homes, cut to cut Go, we are hard to control!

Closed questioning

Speech guidance: "To tell you the truth, I have been selling cars for more than 3 years. So many customers' car buying experience tells me that the discount is the only thing that you don't have to worry about! What do you need to worry about most? The biggest worry is Is this car best for you! What do you value most when you buy a car? Space, power, fuel consumption, control or other aspects?"

Comments:

1 First let the customer feel that you are very professional.

2 Second is to give customers a clear statement, so that customers feel that price is not the core issue, the right is the best.

3 At the same time, the price problem is quickly transferred to the vehicle performance problem. We use the closed question to find out the point of interest to the customer, and then carry out the expansion at the point of interest or concern of the customer, using the FFB technique and using the vehicle display technology to achieve the transaction. purpose.

Here, we can also combine with the mystery customer's assessment points. Mystery customers' requirements for vehicle performance introduction and customer benefit are mainly from five aspects: design style, vehicle technology, comfort, control and safety.

In the closed question to the customer, we can split it into two sections: A. The appearance of the vehicle, the craft, and the interior. Which aspect do you value most? B. What do you think is the most important thing in the control, safety and comfort of the vehicle?

Underlying method

Speech guidance: For example: A professional person like you must have a good understanding of the car, and also have a comprehensive investigation. Which models have you seen in your big brother? What aspects of this car are very good?

Comments: Here I recommend using the bedding, the face, the strategy of the next set! It depends on what type of customer. We can tentatively ask the customer, what model, what displacement, what color. If you accurately answer it, prove that he is not the first time to see the car, at least understand more about this car. The offer that came out should at least be equal to the market price. Otherwise, customers will feel that we are not satisfied enough.

In addition, if you can't answer it, prove that he doesn't understand the market. Then subdivide the customer type. Understand how much the customer is price-sensitive, or service-required, etc.

Understand the customer's payment method

Speech guidance: Usually customers care about price issues like you, I think you have already considered it very well, and all aspects have been compared, is it? It is certain that I will recommend you this today. Is it a car? Many of my clients are very likely to invest and have great economic strength. The strange thing is that the more they have money, the more loans they have, and the advantages of loans. Do you also want loans like them? What? Today, I decided to mention it tomorrow or the day after tomorrow?"

Comments: Here is mainly the transfer method to solve the customer's payment method, we also encourage sales consultants to do loan penetration, this time we can transfer the topic, understand the customer's payment method, so as to lay the foundation for the sales loan, but also can use the loan The leverage of various expenses gives the customer a comprehensive quotation or gives them a larger negotiation space based on the profit of the comprehensive quotation!

Plus code

Speech Guidance: If the customer says: "The bigger the discount today, the more likely I am. Then you answer: "If you want a big discount, let's take a look at this car. "Take him to see the high-profile model."

Comments: Here is to guide customers to see another model with a larger discount range. On the surface, we look at other cars and do not fully meet the requirements of customers. In fact, we have more opportunities to contact and communicate with customers, and we have added one more. The bargaining chip allows the customer to understand the situation and give us a chance to buffer!

Now, in the advertisements of many companies, the highest discount of 300,000 cars is actually used in this way! When we actually went to see it, his highest-priced car was actually a vehicle with a small sales volume or a long inventory. His purpose was to attract everyone's attention, thereby increasing potential customers and then effective when the customer came to the door. Communicate, thus increasing the chance of a deal!

Stochastic strain method

Speech guidance: "Do you want to see this model, X color, X configuration today? You just said that there is a 4S shop to give you more discounts, which one is there, how much discount do you give them? They now have a car ?"

Comments: Use the above words to judge whether the customer is telling whether it is true or not, and then think about countermeasures and adapt to it.

Ask the leader

Speech guidance: "Brother, do you see this, discount? Give it to others, give it to you! Come, let's talk to the office." After arriving at the office. Say: "Brother, you see, we have been in contact for so long, the younger brother I have been very real with you. So let us first identify a few questions. Are we staging or full money?" Customer answered, staging. (I’m thinking too well, there is a fee for the installment, and it’s all risky. So this car won’t lose money.) The rest is to run the manager’s office several times and play real to the home, even if the offer is Big can also guarantee no loss.

Comments: The technique used here is to "show the law to the leader" to give the customer a feeling that we have given him the biggest discount. The key point to pay attention to when using this technique is that the price given by the customer must be reliable, and the customer should give us a promise.

Such as: "Mr. Wang, you are only the price issue. We have applied to the leader. Can you pay the deposit right away?"

Invincible "wearing power" Dafa

Speech guidance: "If it is a full payment, then you have to talk about the conditions. Brother, if you buy all the insurance, you can give you a discount, how do you look? Or if you want the original 2980 extended warranty to give you a discount of 1000 In addition, I will apply for a gift package with the leader. How about?"

Comments: The most important point is to kill and not let customers go. Once there was a customer who had grinded from two o'clock in the afternoon to six o'clock in the afternoon and walked to the entrance of the exhibition hall three times. People pulled it back and walked back to the gate three times and pulled it back. Finally, I must remember this. Some time ago, I introduced a few friends to XX to buy 3 AAAs. The sales director of the store used this technique, and at the same time, other sales consultants made the sum in the middle. Finally, the customer left the phone after a few minutes. Please return the customer, so that the customer did not leave the controllable scope of the 4S shop, and finally completed the sales smoothly, and everyone is very happy!

Counter-question

Speech guidance: "What color do you want?" After a series of configuration questions, confirm the model and say, "When are you going to pick up the car?" If he says that the price is good, he will buy it. When you say sales, you say, "You buy it sincerely, and I have a price." But the premise is to say how to respond to his next sentence. Another bold thing is: "I will give you a price, you have to feel It's right for me to buy it. If it feels inappropriate, you can look elsewhere and see what price they give you. You know how much we have given you." You can also ask him about the transfer, pay a deposit, and wait for a week to arrive. Can also give you more discounts.

You can also change your mind and try to talk about it. Let the customer say his ideal price first. Then he has to say that he is high, he can reply to him: "How about this car, what price, you may know more than we know. Can you tell me what price you know?"

Comments: This method is the counter-question method in the negotiation, mainly to understand the psychological price of the customer. We respond according to his price. Some of the customers themselves say that the preferential margin is generally outrageous. Laughing and said: "Just kidding, this car has never had this price no matter where it is." Note that the tone should be harder and more convincing. Then the customer may say: XX4S shop gives him a discount to the price.

This is the sales consultant to answer him: "This car everyone discount 5,000 on a place to give you a discount of 20,000 you dare?" Can mention that some time ago that sales scammed tens of millions of ran. Scare to scare customers, then sit down and negotiate in detail. Of course, it can be said that there may be traps when the price concessions are too outrageous. For example, the vehicle is a stock car, it is a test drive, a demonstration car, a soaking car, etc. Of course, the performance must be true, the language should be firm, and the attitude must be Friendly, the tone should be peaceful!

Step by step

Speech guidance: "Big brother, are you sure that this car is? You look good, this is the best car sold since the car was listed! You see (here to see the configuration for customers) the current car price is 14.98 million, now discount 8000!" If the customer asks if he can still offer, he will tell him: "Big brother, I will tell you the truth, our car price has always been very stable. As a car owner, you definitely want the more favorable the better. But as a car buyer, you don't want to buy a new car just like some brands continue to fall in price? Like a former customer, he and his friend bought a car last year, when his friend bought a car discount 1w, and now his friend The car has been folded 2w, and his car has not been priced, don't be too happy."

Comments: First determine the model with the customer, set the color of the model configuration, let's talk about the price, if the models are not sure, the discount is useless, and then determine with the customer whether the day can pay the deposit, then negotiate specific preferential measures, and strive for In the process of determining the model, let the customer trust themselves, so that the price negotiation will be easier and at the same time, it should be explained from the perspective of the vehicle's value preservation, so that the customer feels the value for money!

Price negotiation summary

In general, it is generally the case that the customer is divided into three steps:

The first step: Do not answer the customer positively, and avoid further entanglement of the price issue.

Step 2: Introduce customers to other topics for demand analysis.

Step 3: Try the deal directly for customers who have a clear need.

In addition to these, we try not to give the initiative to the customer. When you give the initiative to the customer, he may ask for the price.

In fact, some customers have no bottom in their hearts, and they don’t know whether they like this car or not. They just use the offer as a mantra. What's important is that we have to try to take the customer through the process and thoroughly analyze the needs to talk about the price. You can let the customer sit down, pour the glass of water, ask for the car purchase demand, determine the car purchase date is the first step, and it is meaningless to talk about the price directly.

Even if you have the advantage of price, you bought it, do you think his later satisfaction will be high (satisfaction assessment)? Then you are selling the price of the product, not yours! Even if it succeeds, it will fail. The key is to let customers recognize you, trust you, and feel safe, comfortable and comfortable with your car.

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