After the Lantern Festival, with the resumption of work of major auto 4S stores, corresponding promotional activities have also been launched, hoping to attract more customers to the stores to stimulate the transaction. Therefore, this car buyer summed up some "sales skills" commonly used in car 4S shops to help you prepare for buying a car in the next year and avoid these pits.
Enjoy the Lantern Festival and pay the deposit.
I believe that friends who have seen cars in the store before or haven't bought a car will receive information from sales consultants after the year, indicating that their company is holding an invitation such as "Lantern Festival group buying party" or "Spring buying party". At the same time, the words "great discount" and "car now" were put forward to attract customers to the store. First of all, it is not excluded that this kind of activity has certain benefits, but it is definitely not as exaggerated as the sales consultant said.
Since most 4S stores will have a marketing department, in order to increase the number of stores, the marketing department will have a certain KPI assessment, such as a small activity in the exhibition hall once a week, a big activity once a month, a car show once a month, a group purchase meeting, etc., so even if you miss such activities, don't worry, 4S stores will come one after another next month.
If you are not in a hurry to buy a car, you can still compare prices when you have time, but if you encounter an invitation that requires "sincerity money", you should consider it carefully. Although there is not much money, the purpose is only to attract customers to the store, but the subsequent price is not satisfactory, and the refund will be more troublesome.
However, due to the current epidemic, there is a great chance that such activities will be cancelled and replaced by "car purchase deposit" and "online lottery" to attract consumers to buy.
Do not sell naked cars, insurance "only increases but does not decrease"?
In order to maximize profits, many 4S stores will not sell bare cars directly to customers, but generally quote at the "package price". The "package price" basically includes the licensing fee, insurance premium, fine decoration fee (film, chassis armor, carpet, carbon bag and the like must not be sent, all of which are added to the car purchase price) and so on. In addition, some charging items of outbound call fees are also put forward. If you don't care or buy a car for the first time, this item can basically be ignored.
If you don't recognize the "package price" and have the ability to complete the licensing process, you can try to ask the sales consultant to buy a naked car and go through the licensing procedures yourself, but generally 4S stores in cities that are not restricted to purchase will not agree. Is there nothing we can do about it? Definitely not. Taking insurance as an example, "package price" includes "all risks", that is, commercial insurance+compulsory insurance. But in fact, there is no "all risks" insurance. If consumers don't want a certain type of commercial insurance, 4S stores will "only increase but not decrease" in principle.
Of course, consumers also have the right to choose their own insurance. After picking up the car, they can call their insurance company directly and ask for a refund. As long as they stand firm, the insurance company will agree, and then they can apply for new insurance according to their actual needs. But it also reduces the commission of sales consultants to sell cars to a certain extent. If there are distribution fees, transfer fees, inspection fees, etc., directly call the brand hotline of 4S shop to ask if the fees are reasonable. If it is unreasonable, consumers can complain directly.
There is no absolute "0 handling fee"
For loan fees, many 4S stores have standardized management. Car buyers have been to some brands of 4S stores before, and many of them charge hundreds of loan fees or even 0 loan fees, but not all 4S stores have the same standard, which depends on the charging standard of each store. Of course, there is no free lunch in the world, and no 4S shop can guarantee an absolute "zero handling fee". After all, 4S stores must earn profits from all over the world to maintain their operating profits. The car is cheap, so they naturally look for it from other sources.
As long as consumers accept the loan fees proposed by 4S stores, there is no so-called pit. After all, it is nothing new to borrow money to buy a car. If consumers have excellent qualifications, they can consult their own banks for car loans, and the rates and loan life are more advantageous than auto finance.
Promote secondary consumption with after-sales activities
Nowadays, most 4S stores attract customers and accumulate user groups by selling cars. The sales link can only be regarded as small profits but quick turnover, and the focus of profits has shifted to the after-sales part. General brand 4S stores will set up customer care department, which will enhance the stickiness between car owners and brands by organizing go on road trip for riders, lectures on maintenance knowledge, parent-child activities, etc., thus increasing the opportunities for car owners to return to the store for maintenance, repair and referral, transforming them into secondary consumption and improving operating profits.
Of course, there are also many "hidden" consumption items, such as engine oil, maintenance suits and fine products won by lottery in activities, which must be used and installed in automobile 4S shops, thus generating extra working hours.
With the emergence of diversified forms of car purchase such as online car purchase, 4S stores are no longer the only way for consumers to buy cars. Under the condition of the same brand, service and price become important factors to decide whether consumers buy. Therefore, many brands pay more and more attention to the training of sales consultants. For consumers, how can we buy a car with high cost performance? Car buyers have a trick: directly find the largest and best-selling local dealer to make an inquiry. Generally speaking, the discount given by such dealers is basically the best price of the brand under price protection.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.