4S shop should complete the transition from pre-sales to after-sales

Recently, a website launched a questionnaire survey on the services of 4S stores. More than 60,000 netizens paid attention to this survey. Nearly 7,000 car consumers participated in the survey. Over 70% of netizens expressed dissatisfaction with 4S shops and 4S shops have already touched. Touch the bottom line.

4S shop has entered China more than 10 times. More than a decade ago, car manufacturers vigorously fostered the 4S shop model in order to establish a brand. Therefore, 4S stores range from small to large, from weak to strong, and from small to large. Today, there are 15,000 4S stores in the country. According to incomplete statistics, there are more than 200 in Guangzhou alone. However, under the background of the immature development of China's auto market, after more than ten years of unconventional development, China's 4S store sales model has shown many drawbacks. However, because of the wide range of automotive 4S stores, even if consumers are located in remote suburbs, they can enjoy comprehensive services. Therefore, 4S stores are still the first choice for most consumers to purchase cars and repair cars.

However, "light service, heavy sales" has become the biggest problem of 4S shop. Due to the “blowout” demand in the auto market in 2010, many companies have carried out various business activities with sales as the center. For 4S stores, high sales can get high discounts from manufacturers, sales are the source of profits, and sales are everything. Another vicious cycle is the low quality of the professional team of 4S stores and the instability of the team. The unusually explosive Chinese auto market, excessive competition among specialty stores, hypermarkets, and 4S stores, lack of professionals, mutual footwalls, and frequent flow of talents.

While the competition in the auto market is becoming more intense, each auto company or car dealer must intensify its after-sales service. To be exact, it is to increase the service of the entire 4S shop. Specifically speaking, we must eliminate “spoofing” in sales; we must also eliminate fraud and concealment in terms of post-sale maintenance reception and insurance claims. We must know that consumers are no longer the lambs to be slaughtered in the light of information transparency and the increasing popularity of automotive knowledge. Now, excessive consumer dissatisfaction has already sounded a warning bell for 4S stores. The car is preferred, consumers have the right to make decisions.

Of course, many 4S stores are still aware of this problem, and are vigorously trying to overcome their shortcomings, and strive to give consumers some new feelings in terms of pre-sales, after-sales, and differentiated services, in exchange for continued consumer trust. A European-based car dealership has stated that they will meet the needs of different customers at all levels through a convenient, smooth and effective communication channel and provide customers with more services. In addition, in the pre-sales aspect, we must also pay attention to differentiated marketing and present the product to consumers in a complete and all-round manner, so that consumers can feel different places.

At the same time, we also noticed that many brands of 4S stores have launched “Zhai Jie Xiu” services, featuring “home-style” service and up to 50 service contents, not only bringing convenience and high quality to consumers. Services, saving consumers time and cost costs, but also subversion of the domestic car companies "4S shop waiting for owners to come" the traditional service model, and take the initiative to on-site service. But in any case, 4S stores must be real, showing true competence and genuine enthusiasm in terms of pre-sale and post-sales services. In this way, long-term “trust” can be obtained.