汽车销售技巧话术如何提高？汽车销售顾问卖车必备

How to improve the car sales skills? Car sales consultants must sell cars

汽车销售技巧话术之汽车营销流程

一、介绍与展示

   介绍与展示是首个很重要的阶段。销售人员必须决定用何种方式、过程、手法来介绍展示汽车，以真正的打动对方的心。要学会站在客户的角度上去为顾客挑选适合他们的车辆，首先要了解客户的心理和想法，购买车辆的出发点和预算等等。老练的销售人员对每一位不同的准顾客可能都用一套不同的介绍、展示法，至少，介绍与展示的重点不可能千篇一律。

1.介绍与展示的个人化：到展厅的准顾客，不管他的身份、角色如何，都是一个单独的个体，他有其特殊的个性，偏好、购物习惯。连一个人的语气、语调、手势、服装都散发出特别的购买指引或讯号；经验老到的销售人员就会凭着这些特性，以不同的方式、态度、方法来处理这关键的接触过程。 

2.介绍与展示的方式方法：性能与便利；舒适与享受；经济与省钱；地位与身份；质量与安全。在过程当中，尽量避免太多汽车业的术语，除非对方是行家；尽量将设备、性能、零件的特征通过用途、好处、便利、利益的方式配合讲解。让顾客亲身体验的方式最好。

3.介绍与展示的注意事项：认清顾客的需求与期望；注重知觉的体验；气氛与顾客的参与很重要；注意顾客的理解力；给顾客足够消化资讯的时间；对环境、对方的反应敏感。

4.介绍展示结语：汽车营销过程中的介绍展示是一个重要的环节，您的展示不止要告诉顾客你的产品是什么、怎么样，更要告诉你的顾客你的产品能够满足他什么需求。 

  二、试驾试乘

  理论上说，试驾是汽车营销的最好方式。在某些发达国家甚至允许准顾客将汽车带回家中试车，一或两、三天后才送回公司；因为唯有驾驶该车的经验是最好的说服证明；一段小小的路程，大约是15分钟到30分钟，由准顾客驾驶，销售人员在旁说明的试驾最为普遍（唯有销售人员驾驶，准顾客在旁观察则谓之试车）。目前在消费者对于汽车品牌的认知度和忠诚度相对缺失的前提下，几乎所有的汽车经销商都将试乘试驾作为一种日常的、重要的营销项目。这也可以称为是一种动感营销，它把汽车这个冰冷的机器赋予了人格化，让车文化在近距离人车互动中得以传播。

  如今的中国汽车企业把试驾作为一种吸引眼球的噱头，还大谈特谈试驾对汽车营销没有促进作用。其实，这首先是活动本身的定位问题；其次是他们所谓的试驾与营销的试驾并不是同一个概念。营销上的试驾是指在完成了一系列营销步骤后并没有取得实质性的进展、或顾客对是否购买以及某些疑虑还没有完全打消时，以试驾的方式解答顾客的问题，进而促成营销的成功。而某些经销商只是以试驾为口号，将丝毫没有进行沟通的顾客作为经过试驾就产生销售的行为，这本身就只是空想，也是对试驾的误解和误用。

  三、金融服务

  汽车金融服务是在汽车的生产、流通与消费环节中融通资金的金融活动，主要包括资金筹集、信贷运用、抵押贴现、证券发行与交易，以及相关保险、投资活动。从全球角度看，私人用车销售的70%是通过融资，30%是现金购买。美国通过融资购车的比例占到80%－85%，德国是70%，印度是60%－70%。而我国的汽车金融服务远远落后于发达国家。

  1.购车金融服务 

在先进的购买环境当中，金融服务愈显重要。尤其是公司的商用车辆，或自雇人士的车辆，良好的金融服务可赢取顾客的信心，达成交易。一般有三个方面内容：

（1）了解顾客财务状况

了解顾客的财务状况与借贷需求，为顾客做出合理的安排与帮助。同时，了解顾客也包括以前的借贷或租赁经验。

（2）介绍各种金融服务

给顾客介绍现行的各种金融借贷，分期付款，及租赁的内容、利弊，以供对方作选择。

（3）提供各种金融服务

详细提供上牌、养路费、路税、保险等项目的费用及分期付款方式。

  2.以旧换新服务  

  二手车越来越成为人们关注的对象，一些汽车经销商也不失机地推出了汽车的以旧换新业务。以旧换新的服务可以减轻顾客在新车购买时的压力并加强他对销售人员的好感。用以旧换新业务使企业加强竞争优势：

（1）顾客参与

在估价的过程中，让车主全程参与，并让他熟悉二手车价格参考手册的内容。

（2）评估服务  

由本厂的技工做出机件评估，功能测试与试驾。

（3）合理建议

技工提供有关急需维修的功能或零件的意见。 

（4）完美估价

拟一份完备的估价单。将一般参考价格、该车实际实况的价格调整，以及驾驶里数调整，完整记录下来，

立即对该二手车的意愿购买价格做出决定并通知顾客。

  3.汽车金融服务结语

  汽车金融服务在国际上已成为汽车产业的一个支柱，但中国的汽车金融服务还是处于孩童时代。无论从法律法规，还是实践经验都十分的缺乏。而一系列的骗车骗贷事件，更是让柔弱的汽车金融服务市场雪上加霜。

二手车业务更是混乱不堪。汽车经销商要把业务给做全了，那还真有些困难。法律政策的不完备、市场发展的不健全、汽车人才的不全面，都在二手车市场表现得万分障显。

汽车销售技巧话术之营销心理技巧

  1、了解顾客的背景

  了解顾客的背景，包括：顾客的购车经历、顾客的决策行为类型。若顾客已有购车经历，那他在购车方面会有自己的一套见解，而且会对先前的车子有哪些不满的地方，会对新车有苛刻的要求。而顾客的决策行为类型，择判断顾客是否有购买的权利，或者说购买权利的比重的多少。了解清楚之后，方能进行下一步的谈判。

  2、建立顾客的舒适感

  谈判最忌就是紧绷的谈判氛围，有任何的风吹草动都可能造成谈判的破裂。故汽车销售顾问一定要制造让顾客放送、舒适的氛围，让顾客没有任何心理负担，来敞开心扉谈他自己的真实想法。

  3、取得顾客的信任和好感

  很多时候，销售不是销售产品，而是销售自己。若汽车销售顾问能够用自己的人格魅力，让顾客对你有好感，信赖你，那你的销售可以说是无往不利的！汽车销售可以从自己的专业度、热情、亲和力等方面来感染顾客，与顾客拉近距离。给自己制造有利谈判条件。

  4、关心顾客的需求

  当顾客进入你的店面，都是怀着：不要被宰的心理负担来的。汽车销售顾问一定要消除顾客的心理障碍，用实际行动告诉他：我不是要赚你的钱，而是要帮你选择最合适你的车！站在顾客的角度来思考问题，会让汽车销售更能够抓住顾客的心。

汽车销售技巧话术之汽车营销常见重要话术

  1.这车多少钱？

  这是一个很直接的问题，但是在汽车销售话术中销售员绝对不能简单回答一句多少钱完事。销售员的回答：先生/小姐您好，我们这款车的价格定位比较人性化，都是根据客户的实际情况来配套配置的，所以价格也就会有所不同。然后根据客户情况给出不同配置的报价，切忌一开始就给客户报最低的价格。因为你报出低的价格之后即使配置再好，客户也不愿意再出高的价格。

  2.能优惠多少？

  这一问题千万不能一下子把公司给你的低价一下子亮出来，汽车销售话术技巧之一就是和客户磨。销售员可以跟客户说：我们这个价格是非常优惠的，并且这个价格还有许多的优惠和赠送的精品。销售价格直接关系到公司和个人佣金的收益，不到万不得已宁可赠送礼品都不要轻易给客户一降再降。

  3.还有什么礼品送？

  做汽车销售的人都明白公司是有很多的附带精品赠送给客户的，但也不是随便送。在能说服客户的情况下尽量不要给客户额外赠送其他的礼品，因为礼品也需要成本，赠送礼品就等于在减少自己的佣金。在汽车销售话术中可以跟客户说：我们已经赠送您很多的礼品了，在这个价格上再送的话我们会亏损很难向公司交代的。遇到坚持要送东西的客户时，一定要跟客户说我帮您向上级申请让客户感觉到这个礼品确实有价值以及你帮了他。

  4.怎么比网上的价格贵这么多？

  这个问题在汽车销售话术中是一个很好回答的问题，汽车销售员在回答时首先要肯定客户。可以说：嗯、我们的价格确实比网上略高了一点，但您也知道网上的东西都比较虚拟，您也不敢直接就在网上买辆汽车对吧?况且我们这个价格的配置和服务在网上也是没有的，所以这个配置和售后的服务对于这个价格是不贵的。

  5.这车最低多少钱卖？

  客户说到这个份上了说明他是真的想买这台车，汽车销售话术就是不能和客户痛快。应该和客户周旋说明这个价格的优势，如果客户坚决要哪个价格才肯买则可以在附加赠送的礼品和售后服务中减少。

  6.什么时候车能降价？

  这时的客户是处于一个观望的阶段，也就是他是很想要这台车但只是觉得价格不合适的。销售员一定不能随便回客户时间或者不知道就完事，而是抓住他想要这台车的优势再次攻击客户。在汽车销售话术中可以说：这款车在市场上很受欢迎，近期都很难有降价的空间，况且在这个价格的基础上我们赠送的附加礼品也等于降了很多。

  7.那我回去考虑一下？

  聪明的汽车销售员都明白这是客户在给销售员暗示他就想要这台车，销售员千万不能就这样放客户走。汽车销售话术技巧中可以抓住客户的心理：请问您是不是还有哪些方面的顾虑呢？有什么疑问我可以帮您解答。

How to improve the car sales skills? Car sales consultants must sell cars

Car sales skills, car marketing process

一. Introduction and display

   Introduction and presentation are the first very important stages. The salesperson must decide which way, process, and method to use to introduce the car to truly touch the other person's heart. To learn to choose the right vehicle for the customer from the customer's point of view, we must first understand the customer's psychology and ideas, the starting point and budget of the vehicle. Sophisticated sales people may use a different set of introductions and presentations for each of the different prospective customers. At least, the focus of presentation and presentation cannot be the same.

1. Personalization of introduction and display: The prospective customer to the exhibition hall, regardless of his identity and role, is a single individual who has his special personality, preferences and shopping habits. Even a person's tone, intonation, gestures, and clothing exude special purchase guidelines or signals; experienced salespeople rely on these characteristics to handle this critical contact process in different ways, attitudes, and methods.

2. Ways and means of introduction and presentation: performance and convenience; comfort and enjoyment; economy and economy; status and identity; quality and safety. In the process, try to avoid too many terms in the automotive industry, unless the other party is an expert; try to explain the characteristics of equipment, performance, and parts through the use, benefits, convenience, and interests. The best way for customers to experience it first.

3. Introduction and display notes: recognize customer needs and expectations; pay attention to the experience of perception; atmosphere and customer participation is very important; pay attention to customer understanding; give customers enough time to digest information; response to the environment, each other sensitive.

4. Introduction to the presentation: The introduction of the car marketing process is an important part. Your presentation not only tells the customer what your product is, how, but also tells your customers what your product can meet his needs.

二、 test drive test ride

  In theory, test drive is the best way to automate marketing. In some developed countries, even prospective customers are allowed to take the car home to test the car, and return it to the company one or two or three days later; because only the experience of driving the car is the best proof of persuasion; a small distance, about It is 15 minutes to 30 minutes. It is driven by prospective customers. The test driver explained by the sales staff is the most common (only the salesperson drives, and the prospective customer observes it is the test drive). At present, under the premise that consumers' awareness and loyalty of car brands are relatively lacking, almost all car dealers will test drive as a daily and important marketing project. This can also be called a dynamic marketing, which gives the car a cold machine a personification, allowing the car culture to spread in close proximity.

  Today's Chinese auto companies regard the test drive as an eye-catching gimmick, and talk about the test drive that does not promote car marketing. In fact, this is first and foremost the positioning of the activity itself; secondly, their so-called test drive and marketing test drive are not the same concept. The test drive in marketing refers to the problem of answering the customer by test drive when the customer has not made substantial progress after completing a series of marketing steps, or when the customer has not completely dispelled the purchase. The success of marketing. Some dealers only use the test drive as the slogan, and the customers who have not communicated at all have acted as sales after the test drive. This is just a fantasy and a misunderstanding and misuse of the test drive.

三, financial services

  Auto finance services are financial activities that finance funds in the production, distribution and consumption of automobiles, including fund raising, credit utilization, mortgage discounting, securities issuance and trading, and related insurance and investment activities. From a global perspective, 70% of private car sales are financed and 30% are cash. The United States accounts for 80%-85% of the purchases by financing, 70% in Germany and 60%-70% in India. China's auto finance services lag far behind developed countries.

  1. Car purchase financial services

Financial services are becoming more important in an advanced buying environment. Especially for the company's commercial vehicles, or self-employed vehicles, good financial services can win the confidence of customers and reach a deal. There are generally three aspects:

(1) Understand the financial status of customers

Understand the customer's financial status and borrowing needs, and make reasonable arrangements and help for customers. At the same time, understanding customers also includes previous lending or leasing experience.

(2) Introducing various financial services

Introduce customers to the current various financial lending, installment payments, and the content, advantages and disadvantages of leasing, for the other party to make choices.

(3) Providing various financial services

Provide detailed fees for the licensing, road maintenance, road tax, insurance and other items and installment payment methods.

  2. Trade-in service

  Used cars are becoming more and more people's attention, and some car dealers have also unveiled the car's trade-in business. The trade-in service can alleviate the pressure on customers when buying new cars and strengthen his affection for sales people. The old-for-new business enables companies to strengthen their competitive advantage:

(1) Customer participation

In the process of valuation, let the owner participate in the whole process and let him familiar with the contents of the used car price reference manual.

(2) Evaluation service

The mechanics of the factory make mechanical evaluation, functional test and test drive.

(3) Reasonable advice

The mechanic provides advice on features or parts that are in urgent need of repair.

(4) Perfect valuation

Prepare a complete estimate. The general reference price, the actual price adjustment of the car, and the driving mileage adjustment are fully recorded.

Immediately make a decision on the purchase price of the used car and notify the customer.

  3. Automotive Financial Services Conclusion

  Auto finance services have become a pillar of the auto industry in the world, but China's auto finance services are still in their childhood. No matter from laws and regulations, or from practical experience, it is very lacking. And a series of fraudulent car fraud incidents, even more so that the weak auto financial services market is worse.

The used car business is even more chaotic. Car dealers have to give the business "all", it is really difficult. The incompleteness of the legal policy, the imperfect market development, and the incompleteness of the automobile talents are all manifested in the second-hand car market.

Marketing psychology skills of car sales skills

  1. Understand the background of the customer

  Understand the customer's background, including: the customer's car experience, the type of customer's decision-making behavior. If the customer has a car buying experience, he will have his own set of opinions on the car purchase, and there will be harsh requirements for the new car if there is any dissatisfaction with the previous car. The type of customer's decision-making behavior, choose whether to judge whether the customer has the right to purchase, or the proportion of the right to purchase. Once you understand it, you can proceed to the next negotiation.

  2. Establish customer comfort

  The most taboo negotiation is the tight negotiation atmosphere. Any turmoil may cause the negotiations to break down. Therefore, the car sales consultant must create an atmosphere that allows customers to deliver and comfort, so that the customer does not have any psychological burden, and openly talk about his own real thoughts.

  3, to obtain customer trust and goodwill

  Many times, sales are not selling products, but selling themselves. If the car sales consultant can use his personality charm, let the customer have a good impression on you, trust you, then your sales can be said to be unfavorable! Car sales can infect customers from their professionalism, enthusiasm, affinity, etc., and draw closer to customers. Make favorable negotiation conditions for yourself.

  4, care about customer needs

  When customers enter your store, they are all carrying: don't be burdened by the psychological burden of slaughter. The car sales consultant must eliminate the psychological barriers of the customer and tell him with practical actions: I am not trying to earn your money, but to help you choose the car that suits you best! Thinking about the problem from the perspective of the customer will make the car sales more able to grasp the customer's heart. 

Car sales skills, car marketing, common important words

  1. How much is this car?

  This is a very straightforward question, but in a car sales speech, the salesperson can't simply answer a question. Salesperson's answer: "Mr./Miss Hello, our car's price positioning is more user-friendly, it is configured according to the customer's actual situation, so the price will be different." Then according to customer situation For quotes of different configurations, it is forbidden to quote the lowest price to the customer from the beginning. Because even if you report a low price, even if the configuration is good, the customer is not willing to pay a higher price.

  2. How much can I offer?

  This problem must not be revealed at once by the low price that the company gives you. One of the skills of car sales is to grind with customers. The salesperson can tell the customer: Our price is very favorable, and there are many discounts and gifts in this price. The sales price is directly related to the income of the company and personal commissions. It is better not to give gifts to customers than to drop them.

  3. What other gifts are there?

  People who do car sales understand that the company has a lot of accompanying products to give to customers, but it is not free to send. In the case of convincing customers, try not to give customers extra gifts, because gifts also cost, giving gifts is equivalent to reducing their commission. In the car sales speech, we can tell the customer: We have already given you a lot of gifts. If we send it at this price, we will lose money and it is difficult to explain to the company. When you meet a customer who insists on sending something, you must tell the customer that I will help you to apply to the superior to let the customer feel that the gift is indeed valuable and that you helped him.

  4. How is it so much more expensive than online?

  This problem is a very good question in the car sales speech, the car salesman must first affirm the customer when answering. It can be said: Well, our price is indeed a little higher than the online, but you also know that the online things are more virtual, you don't dare to buy a car directly on the Internet, right? And our price configuration and service is There is no online, so this configuration and after-sales service is not expensive for this price.

  5. How much does this car sell at the lowest price?

  The customer said that this is a statement that he really wants to buy this car. The car sales speech can't be happy with the customer. It should be explained with the customer about the advantage of this price. If the customer insists on which price to buy, it can be reduced in the gift and after-sale service.

  6. When can the car reduce the price?

  At this time, the customer is in a wait-and-see stage, that is, he really wants this car but just thinks the price is not suitable. The salesperson must not be able to return to the customer's time or not knowing what to do, but to seize the advantage of the car he wants to attack the customer again. In the car sales speech, it can be said that this car is very popular in the market, it is difficult to have room for price reduction in the near future, and on the basis of this price, the additional gifts we give are also reduced a lot.

  7. Then I will go back and think about it?

  The clever car salesman understands that this is the customer who hints to the salesperson that he wants the car, and the salesperson must not let the customer go. Car sales skills can capture the customer's psychology: "Do you have any concerns? I have any questions I can help you answer."