There was no deal before we met.
The obvious trend this year is that those who want to meet are entangled, and those who don't meet are growing. Those businesses that still rely on face-to-face transactions have suffered for a long time and will continue to face shocks in the future, such as the tire industry.
For the tire industry, the service link requires vehicles to enter the store. Before the service, every item such as project confirmation, construction scheme and brand price of parts needs to be confirmed in person. How should this change?
After the business is completed, the customer relationship is terminated.
This is a very terrible phenomenon. The replacement cycle of tire products is relatively long, and customers can access a lot of information every day. Can you remember next time? The answer is no.
Many bosses realize that this is a problem and want to find drainage. This is actually a false proposition, because most stores don't lack traffic, and the stores that lack traffic have long closed their doors and left, and now they can't persist.
Take a store that sells 65,438+000 tires a month as an example. According to an average of two cars entering the store to change a tire, it takes 200 cars to complete the sales of 100 tires, so it is 2400 trips a year. According to the average three-year vehicle replacement cycle, the store's actual traffic volume is 7200 vehicles. If the store can sell 65,438 cars a month for three consecutive years,
Nowadays, most bosses who set up shops on the roadside can sell 100 tires every month, but even so, many bosses still look at the traffic in front of their doors and still don't know who my customers are.
The crux of this is that the store has not kept in touch with customers after opening, and it has been indefinite since then.
I am an expert in tire changing, but I can't do business.
When many bosses hear this, they will definitely disagree, and even be particularly unconvinced: I thought that when I first started working, two couples opened a shop. Now there are five rooms in the shop and eight people are employed. Can this not be called development? This is also called doing nothing?
However, the history of automobile development in China is 40 years of reform and opening up, and the number of shops in the automobile aftermarket has also increased rapidly from zero to more than 20 million in these 40 years. People who have invested in this industry in the past 40 years have basically made money, because this industry has been developing at a high speed.
But now the growth is gone. In the stock market, whether one store can become three or one store can become five depends on whether we can do business or do it according to the past thinking, which is definitely not good.
There is a concept that everyone must have heard of. It's not that the competition is getting more and more fierce now, but that more and more people are doing professional business, just like others have already taken the high-speed train, and three hours have passed thousands of miles, but you are still a bicycle.
In fact, most shops still haven't got rid of the mode of making money by hand today. This is the backward productivity of handicraft workshops that have formed a system more than 500 years ago. Unload the tire, put on a new one, and add money on the basis of the purchase price, and the business will be completed. What you actually earn is labor costs, which is different from doing business.
Under the new normal, tire shops need to establish contact with customers outside their business, and manage and educate customers. Whoever is managing and educating customers will listen to him.
Upgrade 1: establish customer files and set up a return visit mechanism.
Everyone has a car and must have called to recommend insurance. This is because insurance companies have obtained customer information through the traffic control system, or the insurance consumption records of customers.
Tire shops can also establish customer files according to shop construction orders. According to the replacement cycle of different parts of the vehicle, notify the owner by SMS, and attach a brief reminder of the precautions for vehicle use.
Some stores have construction orders, some only have running accounts, some even have nothing, and some stores have not persisted for a while, and persistence may not be effective. But if you don't do it, it will definitely have no effect.
For example, the owner friend of Hubei AC4460, your car changed two tires for the front axle at our store on 20 19 and 10. It has been used for half a year now. According to the use of your vehicle at that time, the two tires of the rear axle need to be replaced now, so as to avoid understeer caused by insufficient tread grip. Please come back to the store sometime, and we will be happy to serve you.
If the tire shop can always pay attention to the use of a tire in the whole life cycle, and continue to interact with customers during the replacement cycle of various wearing parts of the vehicle, customers can also cooperate with them to return to the store, and the business opportunities will definitely be great. ?
Upgrade 2: establish store private domain traffic?
The concept of private domain traffic pool is still very new. It is estimated that some friends have never heard of it, so some people will find it difficult to do it, and of course it will not be particularly easy, but private domain traffic is not something tall, especially out of reach.
Through research, it is found that there are only the following motivations for car owners to choose stores for consumption: 1) they like the brand at the door, 2) the boss treats people warmly and receives them in place, and 3) the employees in the store are not bad in technology and can solve problems.
Since these are all favorable factors to attract car owners to enter the store, why doesn't the store let the car owners often see or feel it in some way without entering the store?
There must be some interactive customers among the customers who visited in front. First, these car owners establish WeChat groups according to the vehicle level, insist on publishing videos of brand culture, store opening, store passenger flow, store reception and employee standardization construction every day, and give an in-depth technical explanation in the group once a week, which can be tires or engine oil.
In this way, let these car owners participate, feel in, and constantly generate recognition, and then make recommendations, and constantly bring in some customers who have interaction during the return visit, so that customers in this group can learn about the store more easily on the one hand, and learn the knowledge of vehicle use and maintenance on the other hand, thus generating higher and higher trust.
The next business, naturally, is online communication and appointment, confirming the project and construction plan, the number and brand of parts, etc. And start construction directly after entering the store, which saves the trouble of temporary emergency spare parts adjustment and greatly improves the efficiency of the store.
Upgrade 3: Learn and apply business strategies.
0 1
Don't decide whether to win or lose by a business deal.
Today, tire shops have to update many concepts and abandon many habits. It is not as easy to make money now as before, but the habit of making money formed at that time is hard to change. What is the habit of making money for all tires?
Investing in a small business, you don't want to do it if you don't earn much, and investing in a big business, you earn too little and don't make a move. This is the situation that stores encounter today.
However, if we can win a customer, we can do the business ahead. Although we don't earn much, we don't invest much. The latter business is a test and a torment for many people. The investment is relatively large, but we still have to lose money or even tie it. This kind of business should also be done, because it is also a kind of profit to withdraw funds, speed up turnover and avoid depreciation of inventory.
02
It will become more and more difficult for the main business to make money.
It's hard to make money that customers can see, especially in tire shops. Customers are prepared before entering the store, so it is relatively easy to make money that customers can't see.
There are thousands of parts on the vehicle, and there are many consumables. Choose a few things to promote them or increase services.
Let customers experience it first, even if they don't buy it in the end, but through this experiential service, customers will feel value for money, and some customers will definitely want to buy it back. At this time, if you sell him again, you won't be wary of making him money, because he needs it on his own initiative.
03
Horizontal alliance
How to turn other people's customers into your own customers? For some shops that are still worried about traffic, horizontal alliances are recommended.
There must be restaurants, small supermarkets, dry cleaners and cold tea shops around the store. For example, in cooperation with dry cleaners, customers who change tires or do maintenance in the store will be given a free-wash coupon for suits, and customers who charge in dry cleaners will be given a 50 yuan tire change or maintenance coupon.
Keep doing this for a long time, and you will find that customers are constantly brought in, and customers all over the street become your customers. ?
Most people only change when they are cornered. I think the epidemic has given us a profound stimulus. Only when the tire shop walks out of the comfort zone, integrates these methods successfully applied by others into its own shop and makes bold attempts can it last forever. (The author of this article is a veteran in the tire industry. Please forward it after authorization. )
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.