Car Shop: Don't Ignore The Fourth S

SPAN class=lh17> It is often said that the current popular car sales method is the 4S store, which is the four major functions of vehicle sales, parts supply, repair, and information feedback. Information is the basis of decision-making. The more detailed information, the more "decision" the decision has.

However, most of them are actually 3S stores, because they often ignore the "information" function; manufacturers are most concerned about how many cars are sold and rarely pay attention to the information feedback function of 4S stores. 4S stores are at the forefront of market competition. They directly contact users every day. Each user also deals directly with the point of sale. At the same time, 4S stores are in close contact with their opponents' 4S stores in the market and hold every minute change in the market. In terms of technology, 4S stores must receive users' inspections, maintenance, repairs, claims, etc. every day. This information is of great value to improve products. Unfortunately, there is very little feedback and timely feedback. Manufacturers have not paid much attention to these trivialities. The small thing, so the improvement of the product will lose important and reliable basis.

The staff of a car dealership in Guangdong said that before the Japanese entered this predecessor, the staff of the “Aeolus Bluebird” store had never been able to handle such a large number of forms, and many of the forms requested by the higher authorities were not only the situation of the store. Detailed surveys of personnel, compensation, and service processes, as well as the sales volume, discount rate, advertising costs, advertising frequency, scale of rival exhibition halls, salesperson’s income, and percentages of all competing models in the city... “Infinite problems, completely It is a complete collection of business intelligence. We fill up dizzy all day long." This exposes our huge gaps and defects in the original database. Many enterprises do not systematically understand, sort, and classify the information about the living environment and their opponents, and various types of market information. The information is fragmented. Many things such as corporate decision-making are decided only by brains.

In the future, companies should pay attention to the information feedback function of 4S stores.

First of all, we must strive to collect first-hand information. Matsushita Kosuke, who is known as the "God of Operation," had a very high appraisal of Alfred Sloan: "If there are among the celebrities who have passed away, it is better than to judge who is the world's greatest chairman. General Motors's Alfred Sloan is a more suitable candidate, and he is indeed the ideal operator for all managers who are most worthy of our emulation.I used to have contact with many operators in the past, but it is not perfect. Mr. Sloan is a perfect person who is perfect and perfect. It is also an ideal operator.” One of the secrets of Sloan’s success is to grasp first-hand information and establish an information collection system. Sloan traveled almost every city in the United States. He went deep into the sales site, visited about 5-10 dealers every day, solicited opinions of the dealers on the company's policies, product performance, relationship with sellers, customer needs, etc. He listened carefully to any opinions reflected by dealers. , Look carefully at the situation at the sales site. Sloan explained that: people who are responsible for a certain task often use up all their energy and have no time to attend to other issues. I went to the field and made first-hand information in an immersive way, looking at the strategic height. The problem, which has played a big role in strengthening sales of GM, is much greater than many people think. Sloan believes that from the first line of information, when passing through an intermediary organization, some important ideas are often overlooked, and some people will add their own views, so company leaders must personally do market research.

In 1921, Sloan reached an agreement with Polk Corporation. The company collected the number of new car registrations in 31 U.S. states and provided it to General Motors every month. It provided GM with monthly shares and changes in the market share of General Motors. the reason. At the same time, Sloan asked each dealer to report to GM once every 10 days about local sales of various vehicles, order quantities, and inventory of old and new cars. Through these materials, GM senior leaders can quickly grasp the first-hand intelligence of the national automobile market and become reliable data for decision making.

Second, information must be cumulative, systematic, and timely. For example, Japan's 7-11 chain stores spent 60 billion yen and established a POS system. Some call it the world's second only to the NASA database, and it has been updated to the fifth generation.

Third, we must conduct in-depth and systematic analysis of information, and look through the surface to determine the true situation and development trend of the market through thinking and make a true judgment. There is a huge database of light. If you do not know how to use it, it is a waste. Entering the information society, there has been an explosion of information. We have not obtained too little information, but too much. After many years, people are becoming confused and even overwhelmed by information. Therefore, the processing and judgment of information is very important.