Auto Sales Prospects Boosted by Quality Service
2009-04-17 Source：english.chinabuses.com
Summarize：There was once a car agency, whose cars sold so well that the agency quickly explored its market in Beijing, and its clients are all the mainstream consumer group of the city. A few years later, the a ...
There was once a car agency, whose cars sold so well that the agency quickly explored its market in Beijing, and its clients are all the mainstream consumer group of the city. A few years later, the agency found that its clients were all missing, and agencies of the same brand surpassed it with better services.
Hot market and increasing sales volume made car manufacturers and agencies focus all their attention on new car sales. Lower price and more sales are regarded as the marketing principle by many car agencies. Suddenly, one day the agencies, which are the most sensitive feelers of the market, found that consumers had changed. They no longer only look at the price, but begin to ask for service quality. They no longer trust in the salespersons easily, but they know more about cars and have their own opinions; car makers have also changed, and they launched rules like sales service and after services one after another and continuously improved them. Agencies began to realize the importance of services, and also saw the benefit of the combination of sales and service and the consequent sales growth.
The sudden attack of the international financial crisis made the growth rate of the car sales decline quickly. The state issued a series of policies to stimulate consumption, and car makers actively launch products suitable for the consumers' demands. However, when the correspondent asked car agencies how to enhance the market confidence and expand car consumption, the answer was thought to be about promotion. The correspondent had never thought that they would talk more about driving sales with services.
Generally speaking, it needs long time to take effect to drive sales by services, while promotion takes effect quicker. But when consumers have not enough confidence in the market and the consumption potential can not be fully released, services may be more effective than promotion. Gu Xiaohua, General Manager of Beijing Baideli Zhida Auto Sales Co., Ltd., which is an agency of Shanghai Volkswagen Skoda, believed that at present, the single price reduction will reduce the confidence of clients in agencies, but if they provide services beyond the expectation of clients and make services everywhere, the confidence will occur and directly boost the decision of purchasing. While in the course of accepting services, consumers will gradually recognize the brand culture of the agencies and shape up the brand loyalty of their car products. These client resources are treasure for agencies, because they can bring new customers and the profit growth in the link of after-service.
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