1、重庆力帆汽车销售有限公司编制力帆汽车出口管理制度 Lifan Motors Exporting Management System力帆汽车经销商运营管理规范手册Manual of Lifan Motors Distributors Operation Management2009年 月 日发布 2009. _. _ Publish力帆汽车进出口有限公司Lifan Motors Import & Export Co., Ltd.大纲Contents 96 / 96一 总则General Provisions1、 目的 Purpose2、 适用范围Applications3、 名词解释Defini2、tions二 人员结构Personnel Structure1. 组织结构Organizational Structure1.1相关职能 Related Function1.1.1、品牌经理Brand manager1.1.2、销售负责人Sales manager1.1.3、销售顾问Sales consultant1.1.4、信息员Messager1.1.5、渠道发展负责人Reseller program manager1.1.6、渠道发展经办人Reseller program operator1.1.7、市场推广负责人Marketing manager1.1.8、市场推广经办人Marketi3、ng operator1.1.9、服务经理Service manager1.2、人员管理Personnel management三 展厅现场管理Exhibition Management1. 店面外部The exterior of the storefront2. 店面内部The inner of the storefront3. 功能分区Function division3.1、销售接待区Sales reception area3.2、商品车展示区Cars exhibition area3.3、客户洽谈区Client negotiation area3.4、精品展示区Competitive 4、products exhibition area3.5、视听区Audio-visual area3.6、休息区Resting area3.7、儿童娱乐区Children entertainment area3.8、办公区Office area3.9、其他辅助设施Other ancillary facilities四 销售流程规范Sales Processes Standards1、 售前Pre-sales1.1、 整理仪容仪表Clearing up the appearance1.2、 物料物品准备Preparation of the material and the products1.3、5、 检查展车Inspection of the model cars2、 售中Mid-sales2.1、客户接待Customer reception2.1.1、接待技巧Reception skills2.1.2、来店客户接待的标准行为Standard behavior for customer reception2.1.3、来电客户接待的标准行为Standard behavior for customers calls2.2、需求分析Demand analysis2.2.1、车辆介绍Introduction of the cars2.2.2、试乘试驾Trial driving2.2.3、商务洽谈6、及成交Business negotiation and bargaining2.2.4、递交新车Submitting the new car2.3、售后跟踪Post-sale tracking service五 市场推广Marketing1、 市场调研Market Research1.1、 市场调研的意义The meaning of market research1.2、 市场调研的时机The opportunity of market research1.3、 市场调查的好处The benefit of market research1.4、 市场信息的收集The collection of7、 market information2、市场促销活动策划 Market Sales Promotion Planning2.1、市场活动的分类The classification of market activities2.2、需要重视的问题Focusing on the needed problems2.3、促销活动流程Sales promotion processes2.4、促销活动常用方法Sales promotion means3、户外展示：Outdoor Display3.1、正确选择户外展示地点Choosing the outdoor display area3.2、有效开展活动8、动员Mobilizing the activities effectively3.、有效用户邀约Inviting the customers effectively3.4、现场控制注意事项Filed control note3.、有效的扫街Cruising the street3.、总结、跟踪Summary and tracking3.7、相关表单Related lists4、广告Advertisements4.1、广告实施流程Implementation process for advertisement4.2、决定广告效果的因素Factor for advertising effectiv9、eness4.3、广告创意Advertising creative4.4创意广告的原则Principles of creating advertisements4.5、广告媒体分类The classification of advertising media4.6、广告投放应注意的问题The notable problem of advertising putting六 渠道开拓Channel Development1、 渠道开拓的原则The principle of channel development2、 开拓流程The process of development3、 渠道管理Chan10、nel management七 内部管理Inner Management1、例会制度Regular meeting system1.1、晨会The morning assembly1.2、夕会The afternoon assembly1.3、周会Weekly assembly1.4、月会Monthly assembly1.5、半年会议Half-yearly assembly1.6、年终会议Year-end assembly2、培训管理Training management3、员工激励与考核Measures and encouragements for staff3.1、激励的定义The de11、finition of encouragement3.2、激励方式The means of encouragement3.3、绩效考核Performance appraisal一、总则 General Provisions1、目的：Purpose为了规范力帆汽车全球终端经销商的经营行为，提升力帆汽车品牌形象，优化营销渠道，提高客户满意度，特制定此管理规范。This management standard is specially formulated this management standard to regulate Lifan auto the global end-dealers o12、perations, enhance Lifan cars brand images, optimize marketing channels and improve customers satisfaction.2、适用范围： Applications力帆汽车全球一级分销商及二级经销商（Distributor & Dealer）。Lifan auto global Distributors and Dealers3、名词解释： Definitions力帆汽车：在本文中泛指力帆汽车进出口有限公司。“Lifan Motors” means Lifan Motors Import & Export13、 Co., Ltd.经销商：在本文中泛指代理销售力帆汽车品牌的一级分销商和二级经销商。“Distributor” means Distributor and Dealers who sell Lifan auto brand.二、人员结构 Personnel Structure组织结构图： Organization plan:总经理General ManagerolioiolliuGeneral Manager服务经理Service Manager销售经理Sales Manager销售主管Marketing Executive渠道网络主管Channel Network Supervisor市场14、推广主管Marketing Supervisor销售顾问Sales Consultant信息员Information Assistant渠道网络人员Channel Network Staff市场推广人员Marketing Staff1. 相关职能： Related Function1.1、销售经理：全面负责力帆汽车销售工作，对完成总经理制定的销售目标负责。分析区域市场竞争品牌的销售情况，组织实施品牌推广方案；制定渠道网络开发目标，对销售渠道进行管理；对员工工作进行管理并对其工作绩效进行监督评定；带动团队各环节人员对信息快速反应，适应市场需求。Sales Manager: is generall15、y responsible for Lifan auto sales issues, and for completing the sales targets which general manager sets. He analyses the sales status of market competitive brand in Territory, and organizes to implement brand promotion; makes channel network development objectives, and manages the sales channel; 16、manages employees work and supervises and evaluates their work performance; leads the various sectors of team members to have quick response to information in order to adapt to market demand.1.2、销售主管：全面负责展厅销售，及展厅现场管理，对销售经理制定的销售任务负责，并对销售顾问分配销售任务。Marketing Executive: has overall responsibility for sal17、es, the exhibition hall on-site management and for the sales tasks which sales manager sets. And he shall assign the sales tasks to Sales Consultants.1.3、销售顾问：对销售主管分配的销售任务负责。负责展厅销售工作，开拓客户、上门拜访客户采集需求、客户方案的制作、异议处理及合同签订、客户档案的移交、老客户的维护等。同时按销售经理安排从事其他销售工作，并对销售成交量负责。Sales Consultant: is responsible for th18、e sales tasks which the Marketing Executive assigns. He shall take charge of sales in exhibition, developing customers, calling on customers and gathering their requirements, making customers programs, handling objection and contract signing, the customers files transfer, the old customers maintenan19、ce and so on. Meanwhile, he shall engage in other sales according to the arrangement of sales manager, and is responsible for sales volume.1.4、信息员: 负责收集、整理、登记、编印各部门信息。负责与力帆汽车代表处和其他业务往来机构的信息交流及传递。收集客户及相关市场资料，建立和管理客户档案和信息数据库，并据此提出定货依据。Information Assistant: is responsible for collecting, organizing, r20、egistering and printing all departments information. He shall take charge of communicating and transferring information with Lifan auto representative office and other agencies. He shall collect customers and relevant market information, establish and manage customer records and information database21、s, and also provide the order basis.1.5、渠道网络主管：研究制定渠道拓展策略，完善制定渠道管理办法。负责对销售网点的开发管理，整合各方资源为拓展渠道提供支持。同时按销售经理安排从事其他销售工作，并对销售网点的数量、质量及销量负责。Channel Network Supervisor: studies and makes the channel development strategies to improve the ways of channel management. He shall be responsible for the developmen22、t and management of the sales dots, and integrate all resources to support to expand channels. At the same time, he shall engage in the sales according to the arrangement of sales manager, and be responsible for the quantity, quality and volume of sales dots.1.6、渠道网络人员：处理渠道开发管理的日常事务，负责执行渠道拓展策略，指导销售网23、点的培训，协助销售网点日常销售，并对销售网点的数量、质量及销量负责。Channel Network Staff: deals with daily affairs of channel development and management, and is responsible for implementing channel strategies, guiding the training of sales dots, assisting the daily sales in sales dots, as well as the quantity, quality and volume of24、 sales dots.1.7、市场推广主管：统筹市场推广计划，制定并监督推广宣传活动，确保公司销售业绩的实现。发展潜在客户及发现需求、维护客户关系。针对具体目标客户，制定并实施有效的销售方案。同时按销售经理安排从事其他销售工作，并对客户来店（电）量负责。分析成功案例和战败案例，并提出解决方案。Marketing Supervisor: arranges marketing promotion plan, formulates and supervises promotion activities, and ensures the company sales realization. He s25、hall develop potential customers and find requirements and maintain customer relationship. To aim at the specific target customers, he shall formulate and implement effective marketing programs. At the same time, he shall engage in the sales according to the arrangement of sales manager, and be resp26、onsible for customers reception or calls. And also he shall analyze the successful and defeated cases and propose the solutions.1.8、市场推广人员：负责推广宣传活动的执行，物料制作，与媒体的日常联系。发展潜在客户及发现需求，维护客户关系。对客户来店（电）量负责。Marketing staff: is responsible for the implementation of promotion activities, materials production and27、 daily connection with the media. He shall develop potential customers and find requirements and maintain customer relationship and be responsible for customers reception or calls.1.9、服务经理：全面负责力帆汽车售后工作的组织管理。Service Manager: has overall responsibility for organizing and managing Lifan auto after-sale28、s.各级别店面人员配置表Various Levels of Stores Staffing Tables形象店级别销售经理服务经理销售人员市场推广人员渠道发展人员信息记录分析员A1、B1级1人1人不少于4人不少于1人不少于1人不少于1人A2、B2级1人1人不少于3人不少于1人可兼任不少于1人A3、B3级1人可兼任不少于2人可兼任可兼任不少于1人Image Stores level Sales ManagerService Manager Sales StaffMarketing StaffChannel Development StaffInformation Recording Analys29、tA1、B111no fewer than 4no fewer than 1no fewer than 1no fewer than 1A2、B211no fewer than 3no fewer than 1part timeno fewer than 1A3、B31part timeno fewer than 2no fewer than 1part timeno fewer than 1l A级：指仅对力帆品牌提供服务的展厅A level: only refers to the exhibition hall which provides services for Lifan.l B级：30、指对包括力帆在内的多个品牌提供服务的展厅B level: refers to the exhibition hall which provides services for a number of brands, including Lifan.l A1、B1级：实现力帆产品的销售（sales）、维修服务（service）、配件供应（spare parts）三种以上功能的店面。A1, B1 level: refers to the store which has more than three functions including sales, services, and spare par31、ts for Lifan products.l A2、B2级：实现力帆产品的销售（sales）、配件供应（spare parts）二种以上功能的店面。A2, B2 level: refers to the store which has more than two functions including sales, and spare parts for Lifan products.l A3、B3级：仅实现力帆产品的销售（sales）功能的店面。A3, B3 level: only refers to the store which has sales function for Lifan32、 products.2. Personnel Management2、 人员管理：Personnel Managementu 经销商根据经营发展规划及业务能力提前做好人员储备。According to the operation development planning and professional abilities, Distributor prepares the personnel reserve in advance.u 招聘人员须遵从当地国家和地方劳动及相关法律法规。Recruiting must obey the local and national labor and re33、lated laws and regulations.u 招聘销售人员时应考核其理论基础知识和业务能力，并经过相当的试用期后再确定是否录用。The applicants for the sales position shall assess the theoretical basis knowledge and professional capabilities whether they would be recruited or not should be determined after a certain trial period.u 关键岗位人员的调换或补充，应采用先内部后外部的原则。34、The internal talent pool should prevail when it comes to the exchanging or supplementing of the staff of the key positions.u 经销商应及时将关键人员名单上报力帆汽车代表处。Distributor shall report the list of key personnel to Lifan auto representative office in time.u 为保障经销商基础业务顺畅进行，在与关键岗位人员签订劳动合同时应事先约定，若离职需提前30个工作日向经销商提出离35、职申请，并在离职前将手头工作交接完毕。To guarantee smooth operation of Distributors business, key positions staff should be entered into the labor contract before agreement. If the staff dismiss, they shall file the leave application to Distributor 30 working days in advance, and handover the work at hand before leavi36、ng.三、展厅现场管理 Exhibition Management1、 店面外部 The exterior of the storefrontu 所有按照力帆汽车VI手册（附件1）建设的外部店招、门头、标识柱、区位指示牌等建筑设施保持整洁及无破损，如有损坏应立即修善；In accordance with Lifan Automobile VI Manual (Annex 1), all the external shop signs, door header, logo column, location signage and other building facilities , shall37、 be kept clean and without damage, and any damage should be immediately rehabilitated.u 外部店招及标识柱夜间亮灯到22：00External shop signs and the identity column shall be lighted up to 22 o clock at night.2、 店面内部 The inner of the storefrontu 展厅内部应包括：商品车展示区、销售接待区（包含门口导购区）、客户洽谈区、儿童活动区、视听区、休息区、精品陈列区、办公区域8个区域。同时必须配38、备相应的空调、暖气、消防设备满足客户及运营安全的需要。客户服务性装备，如自动饮料机、擦鞋器、上网设备等根据实际情况自行选配。Internal hall shall include eight areas: vehicle display area, sales reception area (including the entrance guide-purchases area), the customer negotiation area, childrens activities area, audio-visual area, resting area, competitive prod39、ucts display area and office area. At the same time, it must be equipped with the appropriate air-conditioner, heating, fire-fighting equipment to meet the needs of customers and operational safety. Customer service equipment, such as automatic beverage machines, shoe devices, Internet equipment, ca40、n be selected based on the actual situation.u 展厅内部要有专人每天进行地面、墙面、展具的打扫、清洁，保持内部环境干净整洁，地面、墙面、展具无污物；The floor, walls and exhibition equipments of the internal hall need daily clean and the internal environment should be maintained clean and tidy.u 展厅内部摆放应期宣传物料Internal hall shall be placed the latest pub41、licity materials.3、功能分区 Function division3.1、销售接待区 Sales reception area为客户提供规范统一的专业化服务，以便留下良好的第一印象。It provides customers with unified standard professional services in order to leave them a good first impression.u 接待标示应一目了然；Reception marking should be clear at a glance;u 保持接待桌面整洁有序；To keep the recep42、tion desk tidy and orderly;u 整齐摆放电话，铃声大小以接待人员能听到为宜；To place phone neatly, and adjust ring sound suitable for the officers to hear;u 保持接待台物品整齐放置；To keep items on the reception desk neatly placed;u 接待人员接待客户咨询后，应认真填写相关表格（力帆汽车来电/店客户登记表）；After reception staff receive customers consultation, they shall ca43、refully fill in the relevant form (Lifan Auto call/reception registration form);3.2、商品车展示区 Cars exhibition area为客户提供一个具有吸引力且易于接近的车辆展示空间。It provides customers with an attractive and accostable vehicle display space.u 展示区内的展示车辆颜色及车型尽量丰富；Show vehicles in display area shall be rich in color and model;u 44、展车内严谨吸烟（销售顾问应向客户婉转说明）；No smoking in display area (sales consultant should be euphemistic to note customers) ;u 展车表面不得有灰尘、污渍、手印、车轮上不得有泥土，且力帆标示要摆正，展车内部整洁；Show cars must not have dust, stains, fingerprints on the surface, the wheels must not have the soil, Lifan Logo must put right and inside of show c45、ars shall keep clean;u 展示车辆参数架中的信息应与展车相吻合；The information of show cars shall be consistent with the show cars;u 展示车辆名牌统一，价格标示统一；The nameplate and the price of show cars shall be unified;u 客户参观车辆完毕且离开后，应恢复到车辆的良好状态；After customers visit and leave, it should be restored to the vehicle in good condition46、;建议：新车应布置在大厅两边，按车型、颜色展示、车辆之间保留足够的空间。在接待处附近预留20平米的展台空间。为了创建组织良好且和谐的汽车展厅，每辆汽车允许有20到30平米的面积。安置汽车展示厅里的车辆时，两辆车之间至少要留出2700mm的距离一边使客户能够在车门都打开的情况下绕车辆走动。展厅里的汽车应该以不同的角度来摆放，这样在视觉上更能吸引人，获得动态展示的效果，比如沿同一个方向上排列多辆展车。在展厅的外面观看汽车是吸引客户的一个重要因素，应避免用促销的材料气球等物品来阻塞展厅。这些东西转移了客户对车辆展示的注意力。Recommendation: the new cars shall be 47、arranged on both sides in the hall, and leave enough space between vehicles according to model and color. Near the reception leave 20-square-meter space to display. In order to create harmonious and well-organized car showrooms, each car is allowed 20 to 30 square meters area. When placing cars in s48、how room, between two cars there is left at least 2700mm distance in order that customers can have turned on walking around the vehicle while the doors are open. The cars in the hall shall be placed in a different point of view, so that it can be more attractive in visual and get dynamic display eff49、ect, such as arranging more vehicles along the same direction on display. Viewing cars outside the hall is an important factor to attract customers, and it shall be avoided to use promotional materials such as balloons and other items to block hall, because these things transfer the customers attent50、ion on the vehicle.（改图：两车辆之间留出2700mm距离标出）3.3、客户洽谈区 Client negotiation area为客户提供愿意留下来洽谈且不受干扰的洽谈环境。It provides customers with the uninterrupted environment which they are willing to stay and talk.u 洽谈区应相对独立，满足客户私密性，保持通风；Negotiation areas shall be relatively independent, so as to meet customer privacy 51、and maintain ventilation;u 桌面应放置烟灰缸、糖果盘、装饰花，且必须保持整洁；Desktop shall be placed ashtray, candy dish and decorative flowers, and must maintain clean and tidy;u 与客户洽谈完毕且客户离开后，须及时清理台面杂物，保持良好的洽谈环境；After negotiation completed and the customers leave, the dirty things shall be promptly cleared to maintain a g52、ood environment for negotiation;u 洽谈区资料架上应摆放车型资料，奔袭、相关汽车读物等以方便客户取阅，待客户取阅完毕且离开后及时将相关资料放回原位。Model information should be placed on the shelf in negotiation area, Benxi and related vehicles readings shall be convenient for customer to read. After they finish, the relevant information shall be replaced i53、n time.3.4、精品展示区 Competitive products exhibition area提供精品装饰供客户选择，体现力帆汽车完美的品牌内涵。It provides fine decoration for customers to choose, reflecting the perfect connotation of Lifan auto brand.u 展示柜内需安装射灯，烘托力帆汽车专用饰品的高贵气质。Display cabinet need to install spotlights to foil Lifan auto specific accessories no54、ble spirit.u 展示柜内物品需摆放整齐，错落有致。These items in display cabinet shall be placed neatly and well-arranged.3.5、视听区 Audio-visual area为顾客提供一个舒适的休息空间。It provides customers with a comfortable space to rest.u 使用印有力帆logo的纸杯，并提供矿泉水，茶水等饮料供顾客选择。Use paper cups with printed Lifan logo, and provide mineral water, te55、a and other beverages for customers to choose.u 设置材质柔软的沙发，使顾客感觉到温馨舒适。Set soft sofa for customers to let them feel warm and comfortable.u 配置29英寸以上电视机或等离子电视，供客户观赏汽车电视广告或其他节目Deploy above 29-inch TV or plasma TV for customers to watch car commercials or other programs.3.6、休息区 Resting areau 使用印有力帆logo的纸杯56、，并提供矿泉水，茶水等饮料供顾客选择。Use paper cups with printed Lifan logo, and provide mineral water, tea and other beverages for customers to choose.u 摆放位置：为方便客户很好的看车，可在展车旁设置休息桌。Placement: setting the resting table near the cars is convenient for customers to have a good look at cars.u 统一的设计风格A unified design styl57、eu 桌上配备装饰物：桌布、鲜话、烟灰缸等On the table providing ornaments: tablecloths, fresh words, ashtrays, etc.u 也可利用角落位置，提供报纸和杂志供客户阅读。Making use of corner position to provide newspapers and magazines for customers to read.视听区和客户休息区有条件的经销店应分别设置，但也可合二为一。Audio-visual area and resting area dealership shall be separate58、ly set up by the conditional Distributor, but also be combined.3.7、儿童娱乐区 Children entertainment area为客户购车解除后顾之忧，为儿童提供舒适娱乐空间。It can free customers worry and provide a comfortable entertainment space for their children.u 儿童娱乐区应设置在展厅内车辆不能到达的安全区域，应与展厅内的客户休息区相邻，方便家长照看儿童。Children entertainment area shall 59、be set in the secure area inaccessible to vehicles and adjacent to resting area so that the parents are convenient to take care of children.u 儿童游乐区内应选择鲜艳、柔软、环保的用具和装饰物。Children entertainment area shall be chosen bright, soft, environmentally-friendly appliances and furnishings.u 注意安全，区内不得有任何危险物品。Safe60、ty first and in the area there is no dangerous goods.u 儿童娱乐区应有专人负责清洁和照看儿童。In children entertainment area, there shall someone responsible for cleaning and caring children.3.8、办公区 Office area为办公提供干净舒服的环境，有利于信息沟通It provides clean and comfortable environment to work in favor of communicating.u 办公区需桌面整洁61、，作好物品定位，无于行业无关的报刊。Office area need be clean, locating items and unrelated press.u 有信息交流板，信息类型如：员工信息、销售信息，经销店内部信息、力帆汽车信息、行业信息等；There is information exchange board and message types, such as: employee information, sales information, internal information, Lifan auto information, industry information, e62、tc.;u 电话保持干净并注意放好，以免打不进电话；Telephone is kept clean and well-arranged in order to avoid to play into the telephone;u 传真保持有充足的传真纸与墨粉；Fax is maintained sufficient fax paper and toner;u 办公区内工作人员离开时保证桌上无杂物；When leaving, the staff of office ensure no debris;u 最好设置专业咨询电话The best way is to set professional a63、dvice telephone.3.9、其他辅助设施 Other ancillary facilities.洗手间 Rest Room 为客户提供干净整洁的卫生间使用环境。It provides customers with clean and tidy environment.u 男女卫生间指引及标识应易于明确识别和区分，洗手间内必须保持光线明亮、通风舒畅、环境整洁、无异味、无杂物堆放、清洁用具须放在规定位置整齐摆放，并定时清扫。The guidelines and logo of male and female rest rooms shall be easy to identify an64、d distinguish. In the rest room, it must be kept bright, ventilated, clean, tidy, no odor and no stacked debris. Cleaning utensils shall be placed neatly on the required position and need to be regularly cleaned.u 卫生间入口放置防滑脚垫，隔间内应设置衣帽钩。Rest room entrance shall be placed non-slippery mats and coat ho65、oks should be set in the compartment.u 洗手间地面、洗手台面、便器必须随时清洁，洗手间地面、洗手台面需保持干燥。Rest rooms floor, wash table and toilets must be kept clean and dry.u 洗手间内应放置芳香剂，洗手台（盆）上应设置镜面和洗手液或香皂，便器位旁应放置手纸，有条件的情况下配备烘手机或抽纸。洗手液、香皂、抽纸和手纸应及时补充。Inside the rest room, there should be placed air freshener, hand-washing station66、 (basin) shall be set on a mirror and hand-washing liquid or soap, and beside toilet there shall be placed the toilet paper. In qualified cases, there shall be placed hand dryer and paper. Hand-washing liquid, soap and toilet paper shall be timely replenished空调、暖气 Air-conditioner and heatingu 随季节变换应67、保证展厅内温度应保持在26摄氏度左右最为适宜。With the change of seasons, the temperature shall be maintained at about 26 centidegree as the most appropriate degree.u 应设置专人对空调、暖气设施的开关进行管理，在为客户提供舒适的购车环境的同时也可节约运营成本。The switches of air-conditioner and heating facilities shall be specially managed, which can provide customers68、 with a comfortable car shopping environment while save operating costs.消防设施 Fire-fighting facilitiesu 应在展厅配置符合消防标准的消防设施。Fire-fighting facilities shall be configured in the exhibition in line with fire safety standards.u 设置专人对消防设施的安放、使用进行日常检查，确保正常使用。自动饮料机、擦鞋器等The placement and the use of fire facili69、ties and routine inspections shall be specially set to ensure normal usage. Automatic beverage machines, shoe, etc.u 有条件的经销店可选择装备，提升品牌形象及客户服务能力When the conditions permit, the distributing store can choose equipment to enhance the brand image and customer service capabilities四、销售流程规范 Sales Processes 70、Standards1、售前 Pre-sales1.1、整理仪容仪表 Clearing up the appearance穿着力帆汽车统一工作支付，保持整洁、合身；衬衣烫熨平整，衣领、袖口应清洁干净，没有污渍；统一佩戴力帆汽车所要求样式的名牌，保持干净平整；整理好头发保持头发清洁，不染色，男士头发不可过长；保持手和指甲的清洁，修剪整齐；皮鞋擦拭干净明亮，袜子颜色与衣服和肤色协调；不佩戴过大或过于贵重的饰物；女士化妆需自然、淡雅、避免浓妆艳抹；避免让客户不快的气味，包括体味、汗味、口臭；随身携带笔和文件夹，随时准备记录；随身携带名片等。The staff shall wear Lifan Auto71、 uniform to keep clean, fit; the shirt shall be ironed neatly and collar and cuffs shall be absolutely clean; adorn Lifan auto required nameplate to keep clean and neat; make their hair clean, no dyeing and mens hair can not be too long; keep hands and nails clean and trim them tidy; wipe shoes clea72、n and bright, and keep socks, clothes and skin color coordination; not wear too big or too expensive accessories; ladies need make up naturally and elegantly and avoid heavy make-up; avoid unpleasant odors, including body odor, sweat and bad breath; carry pens and folders to record; carry business c73、ards and so on.1.2、物料物品准备 Preparation the material and the productsu 业界信息 Industry Information应充分掌握和了解汽车业界中各品牌及车型的发展、信息，以便获得最新的信息、知识，对应各种市场变化，成为最优秀的汽车销售顾问。建议参阅当地知名汽车类及行业内书报、杂志、网站。The staff shall grasp and understand the different brands and models development and information in automotive industry s74、o as to obtain the latest information and knowledge, which can respond to various changes in the market and become the best vehicle sales consultant. Suggest referring to the local well-known automotive category and industry books, newspapers, magazines and websites.u 客户用茶水、饮料、雨伞（面对客户准备）The tea, dri75、nks and umbrellas which the customers use (preparation for facing them)茶水、饮料、雨伞等应一应俱全，实现展厅内热情服务客户的功能。Tea, drinks, umbrellas, etc. shall be readily available for customer to achieve the warm service function.u 名片（面对客户准备）Business card (preparation for facing customers)按照力帆汽车的规范制作及使用，销售顾问应充分使用名片，准备数量充足76、，不要吝于送名片，因为它将有意想不到的效果。In accordance with norms of Lifan auto production and use, marketing consultants shall make full use of business cards and prepare a sufficient number. Do not be too mean to send business cards, because it will have unexpected results.u 经销商简介Dealer Profileu 力帆汽车简介Lifan auto Pro77、fileu 音乐、CD、DVD、车钥匙Lifan auto Profile车内播放的CD及DVD盘片应随时备取，以便适时向客户演示，以使客户能亲自感受产品配置的优点；展车的钥匙应放置于适当的地方，以利于需要时快速的取得和充分的运用CD and DVD d Lifan auto Profile isc in cars shall be available to pick up in order to demonstrate to customers in time, which can make customers experience personally the advantages of 78、product configuration; show cars keys shall be placed in the appropriate places in favor of picking and using them when needed.u 各种表单A variety of forms报价单；空白销售合同；保险相关资料；试乘试驾协议；按揭相关资料等；Quotations; blank sales contracts; related insurance information; test driving agreement; related mortgage informati79、on, etc.;u 试乘试驾Test driving试乘试驾车的准备工作应完善，包括清洁、整理及固定的停放位置，油量加至适当的容量即可等。The preparation of test driving shall be perfect, including cleaning, sorting and fixed parking location, adding to the appropriate in fuel capacity and so on.1.4、 检查展车Check the Show Cars主要检查内容包括展车各项功能，前排窗户放下、天窗打开；展车内不得放置私人物品；展车内的80、座椅都调整至标准位置；展车内放置清洁的脚踏垫；展车充分充电，以利展示用电的配置；展车日常清洁由销售人员负责等。The main checking contents include the various functions: putting down the front windows and opening the sunroof; no personal belongings inside the show cars; adjusting the show car seats to the standard position; placing a clean foot pad in sho81、w car; fully charging the show car in order to show the power configuration; the sales staff is responsible for daily cleaning show cars and so on.2、售中 Mid-sales2.1、客户接待Customer receptionist2.1.1、接待技巧：Reception skillsu 建立舒适区The establishment of the comfort zone 通过进店前工作人员引导客户停车、待客户准备完毕后为客户开车门、引客户进入展厅82、展厅人员热情招呼客户、提供饮料娱乐服务等，创造客户舒适感觉。To create the comfortable atmosphere for the clients, the staff shall take care of the following things such as guiding their parking, opening the door for them, showing them into the exhibition hall, giving warm welcome and providing with drinks and entertainments.u 建83、立客户信心Building the customers confidence通过售前准备、服装仪容、自我介绍等建立客户对力帆汽车的信心与热情。Through the pre-sale preparation, garment and appearance and self-introduction, it can be built customers confidence and enthusiasm to Lifan cars.2.1.2、来店客户接待的标准行为 Standard behavior for customer receptionu 客户进入展厅时 Entering the ex84、hibition hall值班人员在展厅前方值班，观察到达客户；在展厅大门热情迎接客户，咨询客户的来访目的；及时递上名片，简短自我介绍并请教客户尊姓；与客户同行人员一一招呼、请客户稍等、再尽快接待。 Being on duty at the front of the exhibition hall, the staff shall pay enough attention to the clients arrived. After a warm welcome, the intention of the visit shall be figured out. Handing over the 85、business card in time, the staff shall give a brief self-introduction and be acquainted with the clients. The companies of the clients shall also be tended to. They shall be served as soon as possible. u 客户自行看车时 Looking at car按客户意愿进行，请客户随意观察；明确说明自己的服务意识和等候的位置，“如果有需要，我就在这边”在客户所及范围内关注客户需求，保持一定距离，避免给客户86、有压力的感觉；当客户有疑问时，销售人员主动趋前询问等。According to customers wishes, the staff can let them observe freely; clearly explain the sense of service and waiting position, if there is any need, I am here. Within the reach of the customers, the staff shall focus on their needs, but maintain a certain distance to avo87、id giving them pressure. When customers have questions, the sales staff shall inquire them actively.u 客户愿意交谈时 Willing to talk先从礼貌寒暄开始，扩大谈话面，给客户机会引导对话方向；先回应客户提出的话题，倾听、不打断客户讲话、在第一时间奉上免费饮料，供客户选择。介绍力帆汽车、本经销店及销售人员个人的背景与经历，增加客户信心；争取适当时机，请客户留下信息等。The staff shall start with polite greetings and then expand 88、the conversation to give the opportunity to customers direction of dialogue; the staff shall first respond to the topic which customers raise, listen and not interrupt the their speech, and at the first time, give them free drinks which can be chosen by them. And then the staff shall introduce Lifan89、 auto, outlets and the sales staffs individual background and experiences in order to increase customers confidence; the staff shall fight for the right time to let customers leave their information.u 客户离去时 Leaving the store放下手中其他事务，欢送客户到展厅门外；感谢客户光临，并诚恳邀请再次惠顾；主动为客户打开车门，目送客户离开，直至客户走出视线范围。 The staff s90、hall put down the other issues and send off customers to the exhibition hall; the staff shall thank customers to visit, and sincerely invite them patronize again; and then actively open the door, watching customers to leave until they are out of sight.2.1.3、来电客户接待的标准行为 Standard behavior for customer91、s calls最好在电话铃声响过3次之内接听电话；微笑接听电话；力帆专用礼貌用语“你好，力帆汽车xx销售店” ；主动询问来电原因；如需转接，在20秒内顺利的转接电话，并留意是否转接成功；电话结束前能与客户达成基本共识，并总结话语内容；给来电者介绍进一步联络方式；结束时感谢客户的来电；待客户挂断电话后再挂断电话；挂断电话后准确完成填写来店（电）客户登记表It is best to answer the phone when the call ring in three times with smile; Lifan dedicated polite terms, Hello, Lifan aut92、o sales shop xx; the staff shall ask the callers causes; If need switching, the staff shall switch within 20 seconds and pay attention to whether it is successful; it is reached a basic consensus with the customers before the phone is ended and the staff shall conclude the conversation content; the 93、staff can give a further introduction of contacting way to customers; when finishing, the staff shall thank the customers call; after customers hang up, the staff can hang up; hanging up the phone, the staff shall accurately complete Customers reception or call Registration Form2.2、需求分析 Demand analy94、sis分析客户的需求是什么，并通过有效地引导，明确客户的需求导向，为后续工作做好铺垫。Analyzing what are customers needs, the staff shall make clear customer demand orientation through effective guidance, and then set the stage for the following work.5W2H分析法： 5W2H analytical method：Why：为何-为什么要如此做？ Why do we do so?What：何事-做什么？准备什么 What do we 95、do? What is the preparation?Where：何处-在何处着手进行最好？ Where is the best point do we take?When：何时-什么时候开始？什么时候完成？ When do we start？When do we finish？Who：何人-谁去做？ Who do it？How：如何-如何做？ How to do it？ How much：何价-成本如何？达到怎样的效果 How much is the cost？How to achieve the effect?要点：需求分析中通过5W2H发需掌握的内容：客户购车的愿望、目的、购买时间、现96、有车辆的状况、个人状况等，通过以上需求分析以达到以下目的：Key Points: the staff shall analyze the contents by 5W2H: Customers desires and purpose to buy a car, time buying, the current state of the car, personal status, etc. With analyzing the above demands, the staff can achieve the following objectives:u 首先，发现客户对车么感兴趣？ First 97、of all, finding what cars are customers interested in?u 其次，客户为什么对此感兴趣？Second, finding why customers are interested in?注意事项：客户购车的最重要的原因是什么？客户当时因何而购买了现在所用的车辆？对车辆的动力性、安全性、经济性、舒适型及操纵性的重视程度？对品牌是否很重视？对车辆的装备要求？Note: Whats the most important reason of customers buying cars? Why customers bought the cars? Wh98、at is the attention degree of the cars dynamic property, safety, economic efficiency, comfort and maneuverability? Are they serious for the brand? Do they have the requirements for the cars equipments? .2.2.1、车辆介绍： Introduction of the carsu 六方位介绍法 Six positions description method六方位绕车介绍法是经汽车销售行业多年实践99、经验总结出来的科学、简洁的车辆介绍记忆方法。根据车辆配备的位置与特点，在不同方位有不同介绍的侧重点。Six directions around the vehicle description method is the scientific, concise vehicle memory method which is summed up through practical experience in car sales industry for many years According to the position and feature of cars equipment, there 100、are different emphases in different directions.（换图片：用620照片，注意解说字要中英文对照）要点：Key pointsu 车前方：注重描述车辆外形特点。Front: pay attention to describe the physical characteristics of vehicle.u 车侧方：注重描述车辆安全特点。Profile: pay attention to describe the safety features of vehicle.u 驾驶室：注重描述车辆操控、配置与安全特点。Driving cab: pay att101、ention to describe vehicle control, configuration and security features.u 车后方：注重描述车辆行李箱空间与外形特点。Rear: pay attention to describe the trunk space and the physical characteristics.u 车后座：注重描述车辆舒适与空间特点。Back seat: pay attention to describe the characteristics of comfort and space.u 发动机室：注重描述车辆性能及操控特点。Engin102、e compartment: pay attention to describe vehicle performance and handling characteristics.u 注意事项：尽量集中在客户所关心的问题上；重点强调客户购买动机中的34个宣传点上；把销售顾问对力帆汽车的了解转化为对客户来说非常形象化的东西；总是从客户的角度出发陈述观点；设法使客户参与到您的讲述和车辆展示中，并鼓励客户动手做一些示范；提出问题，以促进对话；确认需求的同时，积极地提出建议；推荐强项优势，巩固其在客户心目中的形象；话题不要转移太快；照顾所有的人。NotesThe staff shall try to 103、focus on the issues which customers concern; have emphasis on 3-4 promotion points which are customers buying motives; the sales consultants shall give their own understanding of Lifan cars to customers in figurative way; the staff shall put points from customers perspectives; enable to let customer104、s participate in your talking and vehicles, and encourage them to do some demonstrations; ask questions in order to promote dialogue; identify requirements while actively make recommendations; recommend strength advantage to consolidate image to customers; and also the staff shall not shift the topi105、c too fast and need consider all the people.2.2.2、试乘试驾 Trial driving试乘试驾既是产品静态介绍的延伸，也是动态的产品展示。通过试乘试驾环节，让客户切身感受力帆汽车精确的操控性和乘坐舒适型，从而促使其做出购买决策。Trial driving is both a product extension of the static introduction, but also dynamic presentation. Through the trial driving, it can allow customers to feel th106、e precise handling and riding comfort of Lifan auto, thus it can promote their purchasing decisions.u 流程 Process车辆介绍程序Vehicle introduction procedure马上准备 immediate preparation销售顾问确认试乘试驾 confirming test drive by sales consultant带客户到试乘试驾车旁告知概况 bring customers to test car and make brief introduction. 询问107、客户是否亲自试驾 inquire customers if test dirve car in person请客户填写背景资料Ask customer to fill in the background information条款商谈Clause discussion复印驾照留底 duplicate the drivers license for recording,请客户填写车辆评价问卷Ask customer to fill in vehicle evaluation questionnaire 签订保证书 sign the letter of guarantee交还试乘试驾车Return108、 test driving car请客户在车内熟悉车辆Let customer get inside the car and be familiar with it解答客户其他疑问Clarification on customers question 确定行车路线Confirming dirving directions在试乘试驾过程中介绍车辆的优点introduction of cars benefits during test dring泊车请客户就做洽谈室parking for discussing with customers in reception roomu 试乘试驾的路线选择S109、election of test driving directions试驾路线应事先规划，应包括多种路况，以确保安全为首要原则；试驾路线销售顾问应事先熟悉；program the test driving directions in advance, including kinds of state of roads and set the safety as priority. Sales consultant should be familiar with test driving directions beforehand.u 试乘试驾前的要求Requirements before te110、st driving在开始试乘试驾前销售顾问要做好准备工作；充分了解客户背景资料（如：职业、现有车辆、驾照确认等）；销售顾问要鼓励有资格的客户参与试乘试驾；必须有销售人员亲自陪同参与，不可答应客户独自试乘试驾的要求；在邀请客户试乘试驾前应确认车辆是否处于良好状态；在试驾前应针对客户需求做适当的产品介绍及安全驾驶须知；在试驾开始前，销售顾问应复印客户的驾驶证及请试驾的客户签署相关试驾协议；邀请客户全家人一同参与试驾，让客户感受真正拥有该车的情景。Sales consultant should make preparation before test driving, thoroughly be 111、aware of customers background(such as: occupation, existing cars, obtaining of drivers license ,etc.) Sales consultant should encourage qualified customers to participate in test driving; Salesman must personally accompany with customers and not allow customers to test driving alone. Before test dri112、ving, sales consultant should make sure that test car is in sound condition. Before test driving, sales consultant should make product introduction and safe driving notes according to customers requirements. Before test driving, sales consultant should copy customers drivers license and sign related113、 driving agreement with customers. Invite customers family to join in test driving to let them feel the possession of this car.提示：特别注意检查试乘试驾车辆的状态、油量等，为完美试驾创造基础条件。Note: specially note to inspect status and fuel mass of test driving car for smooth test driving.u 试乘试驾中的要求Requirements during test drivin114、g试乘试驾的时间应控制在1520分钟内；试乘试驾应本着先试乘后试驾的原则，由销售人员将车开至预定路线的终点，再让客户试驾并按照原路返回，需要特别提醒的是在销售人员在与客户交换驾驶时一定要先将车熄火，拔下车钥匙，待销售人员坐到副驾驶位置上时再将钥匙交给客户；在客户试驾途中可根据不同的路况讲解车辆性能，但谈话应精简，不分散客户驾驶注意力，确保安全行车。Limit the driving time within 15 minutes20minutes;test driving should be in line with Trial ride goes before trial drive, fir115、stly salesman should drive the car to destination of appointed route, then let customer test drive and return in the same route, especially remind that when the shift of driving between customer and salesman, the engine should be stopped and remove the key, give the key to customer after salesman si116、t on co-driver seat; salesman can explain vehicle performance according to different road condition, but the conversation should be brief for not diverting customers driving attention and ensure the safety.u 试乘试驾后的要求Requirements after test driving试驾结束后，必须针对客户特别感兴趣的配备再次加以说明，并引导客户回忆美好的试驾体验；针对客户试驾时产生的疑117、虑，应立即给予合理和客观的说明；利用客户试驾后，对产品的热度尚未退却时，引导客户进入条件商谈阶段，自然促使客户成交；对暂时未能成交的客户，要利用留下的相关信息，并与客户保持联系。待客户离店后销售顾问应做好各项表格，并由信息员上报给力帆汽车。After test driving, must make another explanation on equipment which customers are interested in and instruct customers to remind their good test driving experience; make reasonabl118、e and objective explanation towards customers questions during test driving; make use of the opportunity that customers passion towards product is not fade away yet to facilitate the reach of deal; for the customers not reach deal with, should take down the related information and keep in contact wi119、th customers. After customers leave, sales consultant should make related forms and upload to Lifan motors by communication. 2.2.3、商务洽谈及成交 Business meeting and close of the deal通过有效的产品静态展示和介绍以及动态的试乘试驾工作，便顺理成章的将购车客户引导到洽谈成交的环节，通过技巧性的洽谈，顺利的进入成交环节。Though effective product static displays, introduction a120、nd dynamic test driving activities, naturally instruct customers to business meeting and close of the deal.u 流程 Process影响购买的主要因素Main Factor that influences customer purchases促成成交的主要因素Main factor that facilitates close of the deal价格谈判技巧Negotiation technique of price鼓励购买决定Encourage the purchase decisi121、on达成交易Close of the dealu 影响购买的主要因素 Main Factor that influences customer purchases主要有产品及服务、人员、形象、管理等方面。Main products, service, personnel, image, management,etc.u 促成成交的主要因素 Main factor that facilitates close of the deal客户利益点（产品品质、服务、人员、形象）；客户的付出价值（货币、时间、体力、精神）；Customer benefits( product quality, servi122、ce, personnel, image); cost value of customer(money, time, body force, energy)u 合适的价格谈判技巧；价格谈判尽可能放在销售程序的后阶段；不要首先提出任何折价；合理处理客户提出不现实价格的技巧；Reasonable price negotiation technique; try to arrange price negotiation in the later phase of sales procedure; do not offer any discount at first; properly deal wi123、th customers unrealistic counter-offer. u 鼓励购买决定Encourage purchase decisionu 判断成交信号Judgment of transaction signal语言信号：从语言信号去识别其购买信号。客户提出并开始议论关于产品的使用、附件、使用方法、保养、价格、竞争品等内容时，我们销售员可以认为客户在发出购买信号，至少表明客户开始对产品感兴趣。Language signal: discern customers purchasing signal through language signal. When customers pr124、opose and begin to discuss about use, annex, application, maintenance, price, competitors, etc, sales consultant should be aware that it is the purchasing signal or at least customers begin to be interested in products. 客户到展厅看车时，询问汽车的配置信息，客户询问，这是客户第一次发送出购买的信号。如果客户不想购买，客户是不会浪费时间询问配置信息的。如果客户接着继续询问该车的价125、格，并讨价还价，如“价格是否能够有一定折扣”、“有什么优惠?”这种以种种理由要求降低价格的语言，就是他再次发出了购买信号。When customers watch cars in showroom and inquire car s specification, “customer inquire”, which is the first purchasing signal of customer. If customer does not want to purchase, he will not waste time on inquiring of the specification. I126、f customer continue to inquire about price and keep bargaining, like ” there must be discounts”, “any add-on”, such reasons for lowering the price, which can be considered as the second purchasing signal.此时客户已经将产品的利益与其支付能力在进行比较。如果客户继续询问车辆的售后服务细节，这是他第三次发出购买的信号。如果客户继续询问付款的细节，这是客户第四次发出购买信号。客户询问签售期、售后服务127、等方面的问题时，有可能就是马上签订合同的最好时机。作为一名销售人员，一定要牢记这样一句话：客户提出的问题越多，成功的希望也就相应的越大。客户提出的问题就是购买信号，尤其是客户在听取销售员回答问题时，显示出认真的神情。通常的语言信号有：贷款手续、缴款手续、指定颜色车型、交车时间及地点、交车事项、办牌照、保险等相关准备事宜、 售后服务、保修等。At the moment, customer has already compared the product benefits with his payment capacity. If customer keeps inquiring vehicles128、 after-sales service detail, which means that he sends the third purchasing signal. If customer then inquires payment detail, which is the fourth purchasing signal. Until customer inquires signing date, after-sales service and other related information, which implies the possibility of signing conta129、ct.As salesman, he should keep in mind that the more questions customers ask, the better possibility of success. Customers question is the purchasing signal, especially when customer takes serious of salesmans explanation. Common language signals: loan procedure, payment procedure, specifying of car130、s model and color, location and time of transferring the car, transferring attentions, licensing of the car, insurance and other related preparations, after-sales service, guarantee and so on.行为表现：Behavioral expressions身体上的购买信号，也是无声的语言信号，如顾客比以前更认真地研究商品，面部表情明显好转，精神轻松的听销售人员介绍产品，下意识地点头同意销售人员的推销建议。常见的行为131、表现有：身体向前倾，或向你的方向前倾； 眼睛闪闪发光，表现出很感兴趣的样子； 出现放松或愉悦的表情和动作点头对你的看法表示同意；不断审视产品，用心与仔细观看目录、合同，或是订货单；详细的阅读说明书，并且逐条的检视,漫不经心地研究销售合同，触摸信用卡、支票和现金等。Physical purchasing signals, which is also the soundless language signal, such as customer being more serious about products than before, facial expression obviously tu132、rning better, relaxingly listening to salesmans introduction of products, unconsciously nodding through salesmans suggestions. Common behaviors: leaning forward or towards you; glinting of eyes, showing great interest in; relaxed or delighted expression implying agree with your ideas; keep scanning,133、 seriously watching the catalogue, contract, or order sheet; meticulously reading the instructions. Studying the sales contract, touching credit card, cheque and cash, etc. u 促成成交的技巧Techniques on facilitating transaction. 直接请求成交法；假定成交法；异议成交法；保证成交法；让步成交法；选择成交法；留有余地成交法；Direct close; Presumption Close；134、Objection Close；Guarantee Close；Concession Close；Alternative Close；Leeway Closeu 成交的关键点Key to business transaction销售人员要对自己所提出的价格、条件要肯定，而且充满信心。Salesman should be sure of and confident about the price and conditions put forward by him. u 成交六大原则Six principles of business transaction绝对不可慌张；不可讲多余的话；不可给予客135、户“自己很激动”的感觉；不同客户争辩；对于交易条件没有软弱的必要；不可否定对方的观点；为客户办理购车手续Never be panic; no redundant words; not let customers feel“ you are over passionate”; not argue with customer; stick to transaction conditions; not veto customers opinions; go through purchasing procedures for customer. 2.2.4、递交新车 Delivery of new c136、ar递交新车环节是阶段性工作成果的体现，处理好该环节将为客户满意度工作、后续的精品业务、金融保险以及维修保养业务提供机会。Delivery of new car reflects the phased working achievement, well dealing of this part will provide opportunity for customer satisfaction survey, following competitive products business, insurance & finance and maintenance. u 流程:邀请客户参加车辆递交137、Invite customers to participate in delivery of carProcess:递交新车 delivery of new car递交新车前准备工作Preparation before delivery of new car 最终检查及相关准备Final checking and related preparations迎接客户 customer greeting验收车辆及相关手续Acceptance of cars and related procedures介绍售后服务introduction of after-sales service道别departu138、re保持与购车客户的联系 keep in contact with customersu 时间安排Arrangement of time客户预约：车辆到店，并经售后人员完成PDI检查无误后，与客户约定确切的交车时间和地点；尽量避开销售店的销售高峰期；将已确定的时间告知销售主管，服务主管做好相关准备；Make appointments with customers: Drive the new car to shop and complete the PDI to make sure no problem of the car;Make an appointment with customers139、 to deliver the car; try to avoid sales peak of store; inform sales supervisor of confirmed time and service supervisor makes related preparation.u 交车前的准备Preparation before delivery领取车钥匙、随车资料；填写质保手册中质量担保相关信息；新车交付前，需完成对做过PDI车辆的最后检查；确认客户购买或经销店赠送的精品件和改装件是否已准备好；将车辆停放在专用的交车区域；Get car key and materials; f140、ill in warranty of quality and other related information in the warranty manual; complete the final check of cars has been though PDI; make sure the exquisite parts and modified parts purchased by customers or send by shop are ready; Park the car in the delivery area.u 客户迎接Customer greeting根据客户的身份和在141、当地的影响力，考虑是否需要进行特殊接待；在客户到达第一时间，热情亲切的欢迎他的光临；介绍销售经理，销售经理给予感谢，并就客户提出的问题给予解决；向客户说明整个交车流程和大概需要的时间；Consider whether need to especially receive customer according to his status and local influence; Warmly welcome customer when he arrives in; introduce sales manage, while sales manger offers his thanks and r142、eply to customers questions; explain to customer the whole delivery process and needed time.u 费用结算Expense settlement向客户提供费用明细（包括客户要求的改装件、精品件及其他相关代理项目等）；经客户认可后，带客户到财务部门缴款，开具发票；Provide customer with expense details(including customer required modified parts, exquisite parts and other related agent pro143、jects); After customer confirms, bring customer to fulfill payment and open invoice in finance department.u 交车Delivery of car车况确认：与客户一起对车辆外观、内饰进行检查，功能及其他内容在车辆使用介绍过程中确认；Vehicle condition confirming: check the vehicle outlook and inner decoration with customer, confirm the function and other informati144、on while running the car.使用介绍：运用交车确认单，逐项向客户介绍车辆的操作，首先由销售顾问进行示范，鼓励客户实际操作一下，在此过程中，详细解答客户提出的问题；Application introduction: By using delivery confirming sheet, introduce operation of car to customer, firstly sales consultant demonstrates and then encourage customer to do. Reply to customers question in de145、tail.资料讲解：将文件打开并朝向客户方向，以便于他们清楚阅读。讲解过程中，主动询问客户是否对解说内容存在疑问，随时解答客户提出的疑问；Information explanation: open the documents towards customer for them to clearly read. During the explanation, initiately ask customer if there are any questions and reply to them accordingly. 服务介绍：向客户介绍服务经理；并提供其名片；解释力帆汽车的服务理念，并介绍特146、殊情况下的求救方式；介绍售后服务部门的营业时间；最后相关人员与客户在新车前方合影。Service introduction: introduce customer to service manager; provide business card; explain service concept of Lifan motors and also introduce SOS method in special condition; introduce business hours of after-sales service department. Finally, related person147、nel and customer take group photos in front of new car. 提示：合影人员至少应包括销售人员、销售经理、服务经理。Notes: personnel who take photos should at least include salesman, sales manager and service manager.2.3、售后跟踪After-sales tracking 保持与用户的联系，通过对其跟踪联络，了解其车辆的使用情况，并对车辆的保养维修情况进行友情提醒，以及为后续其他相关活动事宜的组织举办做准备，旨在与用户建立长期服务关系，提升用户148、满意度和用户回厂率，同时为后续的销售和服务工作提供更多的可能性。Keep in contact with customer and know about vehicle condition through information tracking on him. Friendly reminder of vehicle maintenance and organization of other related activities in order to establish long term service relationships with customer and improve cu149、stomer satisfaction, returning rate and possibility of following sales and service.u 流程： Process 为联系做准备Preparation for contact第一次联系The first contact第二次联系The second contact其他联系Other contact询问客户，实施影响性销售Inquire customer, implement influencing sales联系活动的其他工作Other contact activitiesu 跟踪联络的准备工作Preparation150、 for contact and follow-up根据客户档案资料，制定已购车用户的跟踪联络计划；跟踪联络用户的资料准备；According to customer profiles, design contact and follow-up plan for customer who has purchased the car; preparation on information of tracking and contacting customer.u 递交新车后的跟踪联络Contact and follow-up after delivery of new car在递交新车后三日内，151、客户服务人员电话联系客户，了解新车使用情况；客户服务人员需将客户反馈的信息及时、准确的记录在客户回访信息相关表格上；在递交新车后一周内，销售主管应当给用户致电表示诚挚感谢，并请其推荐有购车意愿的潜在客户；Customer service contacts with customer by phone in 3 days of delivery and gets to know new cars condition; customer service timely and correctly takes down customer feedback in related forms; Withi152、n one week of delivery, sales supervisor should telephone customers for sincere appreciation and request him to recommend potential customers with purpose of purchasing.u 定期的跟踪联络Regular contact and follow-up客户服务人员应制定客户跟踪回访计划并执行落实；举办促销活动时，诚挚邀请用户参与活动；诚挚邀请用户提供可能的潜在客户购买信息。Customer service should design 153、and implement tracking and return visit plan; Sincerely invite customer to join promotion activities; Sincerely invite customer to provide any potential customers purchasing information. 2.4、客户信息管理管理工具： Customer information management tools:来店（电）客户登记表，意向客户追踪表，意向客户月度管理统计表，客户信息卡。 “Arrival(in call) cus154、tomer registry form”, “intention customers tracking form”, “intention customer monthly management and statistics form”, “customer information form”（表格的翻译要注意，以下表格中多有以一个字母代替单词的情况，应在翻译时取英语单词的首字母来替代现在表格中汉语拼音的首字母）来店（电）客户登记表Arrival(in call) of customer registry form经销商简称abbreviation of dealer： 登记年日day： 年y155、ear 月 日期date方式来店(电)时间Time of Arrival(in call) customer离开时间Departure tim 客户姓名Customer name性别sex联络电话Contact Number联络地址Contact address购车用途purchasing purpose关注车型concerned model关注要点Concerned points了解渠道information channel是否试乘试驾Whether Test driving意向类别Intention category接待（接电）人员Reception personnel店shop电phne156、购车用途purpose of purchasingS：私用 private use G：单位使用 company use Y:营运/租赁 operating/leasing E:其他用途 other purpose了解渠道 information channelI：互联网 internet D：电视广告 TV advertisement B:报纸广告 newspaper advertisement L：老客户介绍 introduction by old customers R：电台广告 broadcasting advertisement Z:展览展示exhibition P:路过销售店 pa157、ssing by sales store H：户外 outdoor Q:其他渠道 other channels 意向类别 intention categoryH级：7日订车可能 possible order of car in 7 days A级：15日订车可能 possible order of car in 15 days B级：30日订车可能 possible order of car in 30 days C级：23个月订车可能 possible order of car in 2-3 months O级：订车 order of car S级：交车 delivery of car力帆汽158、车意向客户追踪表 Lifan motors intention customer tacking form abbreviation of dealer经销商简称： registering year&date 登记年月： year年 month月 销售人员 sales man：序号No.客户姓名Customer name客户来源Sources of customer联系电话Contact number车型及配置Model and specification颜色coloer前月进度Process of last month1234567891011121314151617181920212223159、2425262728293031备注remarks123456789101112131415客户来源 sources of customer S：来店 arrival of shop T：来电telephone B：基盘basement R：介绍 introduction K：开发develop进度状况process H级：7日订车可能 possible order of car in 7 days A级：15日订车可能 possible order of car in 15 days B级：30日订车可能 possible order of car in 30 days C级：23个月订车可160、能 possible order of car in 2-3 months O级：订车 order of car S级：交车 delivery of car L：战败（并备注败给的竞品车型）lost( remarks of competitive model defeated by)追踪频率 H:2日1次 A:7日1次 B：14日1次 C:30日1次 Tracking frequency-H: one time for two days A: one time for 7 days B: one time for 14days C: one time for 30 days 力帆汽车意向客户月161、度管理统计表Intention Customer Monthly Management and Statistics Form经销商简称abbreviation of dealer： Statistic month统计月份： year 年 month月销售顾问月度接待数据统计：statistics of sales consultant monthly reception序号no.销售人员sales man来店新客户 arrival of new customer留客 customer detaining来电新客户In-call of new customer来店+来电新客户留电Arrival162、+in-call new customer phone number obtaining留客率Customer detaining rate留电率Phone number obtaining rate老客户介绍的新客户New customer introduced by old customer续保客户insurance extending customer本月成交数本月成交率ABCDE=B/AF=D/(A+C)GHIG=I/(A+C)123 45合计 total注：“留客”指客户在展厅洽谈时间在30分钟以上。“留电”指客户留下真实的电话号码（跟进时能直接拨通联系客户）。”Customer d163、etaining” means customer stay in showroom more than half an hour for business discussion. “Phone number obtaining” means customer offer his real number(can directly make contact with) 客户意向车型及配置统计（根据追踪表制作）：Customers intentional model and specification statistics( formulate according to “tracking form164、”车型及配置合计total月度小计客户意向颜色统计（根据追踪表制作）：customers intentional color statistics( formulate according to “tracking form”车型 model合计total颜色color月度小计monthly sub-total客户来店（电）的了解渠道统计（根据登记表制作）Arrival(in call)of customer sources channel statistics：客户了解渠道 mediums of customers communication互联网internet电视广告TV adverti165、sement报纸newspaper老客户介绍introduction by old customers电台Radio station展览展示Exhibition 路过销售店Passing by the sales store合计total月度小计monthly sub-total客户信息卡（正面）Customer Information Card(face)销售商dealer销售顾问sales consultant牌照号码license number领牌日期license receiving date车辆用途 application of vehicle顾客资料行驶证登记名称drive lic166、ense registering name创立日期establishing date使用人姓名users name身份证号ID NO.移动电话Mobile出生日期date of birth年year 月month 日dayE-MAIL使用人联系方式contact of user1：行驶证地址driver license address电话phone2：住所地址address of residence电话phone3：办公地址office address电话phone4：其他others电话phone职业或单位occupation or company职位job title车辆信息Vehicle167、 information车型model付款方式购买类型新购 本牌换购 增购他牌换购 其他 配置specification现金cash颜色color分期instalments银行bank信息来源information source开拓develop来店arrival of shop展会exhibiton来电in call 介绍introduction（介绍人及电话introducer and phone number ）其他 VIN期数number of periods生产年份producing year月付monthly pay交车日期delivery date到期come due相关信息re168、lated information适合拜访场所suitable visiting place行驶证地址 drive license address 住所 residence 办公室office 其他 other 指定邮寄地址appointed mailing address行驶证地址drive license address 住所residence 办公室 office 其他other邮编post code适合拜访时间suitable time for visiting白天daytime 点 点 from-to 车辆价格vehicle price新车保险insurance of new car169、续保insurance extending晚上night 点 点fromto车辆售价vehicle selling price险种insurance kind第二年the second year兴趣interest实际售价real selling price 金额money amount第三年the third year之前使用汽车品牌car brand used before 牌照价格license price承保公司insurance company第四年the fourth year家庭信息family information姓名name关系relation生日birthday其他oth170、ers其他others 第五年the fifth year客户自费加装配件additional parts name and price which is at customers own expense品名及售价销售顾问赠送配件品名及售价Gift parts name and price given by sales consultant备注remarks客户信息卡Customer Information Card（反面reverse side）意向追踪、推广活动通知纪录intention tracking, promotion activities notice record序号no.日期171、date类别category纪要summary销售顾问sales consultant审核verifying是否参加活动Whether take part in activities追踪tracking推广promotion123456789101112131415成功/战败分析Success/failure analysis推荐购买纪录Recommending purchase record客户姓名customer name购买车型purchased model备注remarks回厂纪录Factory returning record公里数kilometers回厂日期factory retu172、rning date其他事项记录other items record来店（电）客户姓名arrival(in call) customer name：2.4.1、三表一卡之间的逻辑关联Logical relations of three forms and one card.表格名称form name填写人fill-in person 审核人verifying person类型category来店（电）顾客登记表Arrival(in call) of customer registry form值班销售员on duty salesman销售主管sales supervisor展厅客户管理show173、room customer management意向客户追踪表intention customer tracking form销售员salesman销售主管sales supervisor顾客意向等级动态管理dynamic management of customer intention degree意向客户月度管理统计表intention customer monthly management statistics form销售员salesman销售主管sales supervisor销售数据统计sales data statistics客户信息卡customer information c174、ard销售员salesman销售主管sales supervisor客户分类管理customer managing by category逻辑关系如下logical relations as follows：u 凡来店（电）客户必须由轮班销售员按来店（电）顾客登记表规定项目完整登记填写，不能留下资料的也要对客户来店（电）的相关情况（如某先生或某女士，来店或来电，进店离去时间等）进行登记填写；On duty salesman should completely fill in “Arrival(in call) of customer registry form” for all arrivin175、g(in call) customers; For customers not leaving information, salesman also needs to fill in related information(such as the sex of customer, arriving time and in call time as well as departure time)u 凡有意向的客户（含H级、A级、B级、C级）和已成交的客户，均应建立客户管理卡并按规定进行跟踪促进；Establish “customer managing card” for intention cu176、stomer (including H, B, C) and customer who has already made deal with for tracking.u 所有意向客户，均应汇总到潜在顾客等级推进表上面进行跟踪推进管理。Collect all intention customers to “ potential customer developing form” for tracking and managingu 凡是登记在来店（电）顾客登记表的客户在随后的任一时刻只能处于两种状态：Categorize all customers registered in “ arriva177、l(in call) customer registry form” to two conditions at any time. 要么在意向客户追踪表和客户信息卡（反面）中被继续跟踪管理；Track and manage customers with “intention customer tracking form” and “customer information card”(reverse side) 要么是经过推进后成交进入客户信息卡（正面）管理；Or manage customers with “ customer information card” after closing 178、deal.u 意向顾客追踪表和客户信息卡（反面）里的回访计划与销售活动日报表里明日工作计划在同一时间点能够对应起来。Returning visit plan of “intention customer tracking form” and “customer information form” (reverse side) should be in accord with tomorrow working plan of “sales activity daily sheet” in terms of the same time.u 来店（电）客户登记表上的客户级别，应与意向客户追踪表的客户179、级别相对应。Customer levels of “arrival and in call customer registry form” should be in accord with customer levels of “intention customer tracking form”2.4.2、表格填写要点及用途 Form fill-in points and application2.4.2.1、 来店（电）顾客登记表 “arrival and in call customer registry form”填表要点：Fill in points:此表登记的顾客通常指第一次来店（电180、）的顾客，大家共用一张表，当日填写完成交销售主管检查审核后，确认内容真实，没有遗漏，由信息员（内勤）存档管理。This form usually means the customer who comes to shop or call at the first time, use the same form and transfer to sales supervisor for verifying after filling in. Communication should keep them for record and managing after verifying.u 值班销售员接待181、客户（或接听来电）完毕后，应立即填写，若临时有事可稍后填写，但必须在当日下班前填写完成；Once on duty salesman complete the reception or phone call should fill in immediately, he can fill in later if something comes up, but must fill in all information before closing time.u 顾客名称、电话、进店-离去时间、销售顾问以及注释通常为必填项目；不留资料的也要对顾客来店（电）的相关情况（如某先生或某女士或牌照号，进店离去182、时间、注释等）进行登记填写；Customer name, phone number, arriving and departure time, sales consultant name and remarks must be filled in; For customer not leaving information, salesman should also fill in arriving(in call) customers related information( Such as the sex of customer, arriving and departure time, r183、emarks, etc.)u 拟购车型：指顾客来店（电）欲购的车型；Intentional purchasing model: means the model that arriving (in call) customer wants to purchase u 意向级别：销售员主观判断客户购买可能性及购买时间；意向级别符号含义：H：7日内；A：15日内；B：1月；C：2-3月Intention degree: salesman subjectively judge the purchasing possibility and purchasing time; meaning of inte184、ntion degree mark: H: within 7 days; A: within 15 days; B: 1 month; C: 2-3 months u 来店(电)时间-离去时间：指客户进店或来电至离开店面或电话结束的时间区间； Arriving( in call) timedeparture time: means the time difference of customer arriving to departure or phone call ending用途application：u 合计每天来店顾客批次（包含没留资料的顾客），看来店（电）顾客的多少；以周、月为单位，分185、析顾客来店规律，在一周内哪几天来店顾客多，在一月内哪几天来店顾客多；Count everydays customer arriving number( including customer not leaving information”; analyze customer arriving tendency by week and month to see which week and month more customers will come. u 分析来店顾客不留资料与留资料顾客的比例，分析顾客不留资料的原因，有针对性的采取对策；查看哪个销售员留不下顾客资料的次数最多，分析原因。Ana186、lyze the ratio of customer leaving information and customer not leaving information to judge the reason that customer does not leave information, and take measures according to the reason; examine which salesman can not maintain customer information at the most times and analyze reason.u 通过地址可以分析来店顾187、客的分布区域Analyze arriving customer distribution area according to addressu 来店(电)时间-离去时间可以反应销售员的接待能力、顾客的意向等级以及顾客在一天内的来店规律；一般来说，来店30分钟左右的顾客成交率最高。Arriving(in call)tim-departure time could reflect reception ability of salesman, customers intention degree and customer arriving tendency within one day; Usual188、ly, the highest transaction probability is among the customers staying in shop for about 30 minutesu 注释：可以增加销售员填报假信息的成本。Remarks: can increase cost of salesman fill in fake information2.4.2.2、 意向客户追踪表 “Intention customer tracking form”意向客户追踪表是销售员对自己掌握的客户资源进行动态管理，该表由销售员个人管理，一人一月一个表；同时，所有的客户资源成交前在客户管理卡189、（反面）跟踪管理，成交后在客户管理卡（正面）管理，同时交售后服务部门进行售后跟踪。“Intention customer tracking form” is for dynamic managing of salesmans own customer sources, the form is managed by salesman himself, and one person for one form in one month; meanwhile, all the customer sources should be tracked and managed in “ customer ma190、naging car”(reverse side) before close of deal, managing in the “customer managing card”(faade) after close of deal and transfer to after-sales department for after-sales tracking. 填表要点及用途：Fill in points and applicationu 序号：由销售员自己按1、2、3编写；No: compile by salesman as 1,2,3u 来源分析：填上其所属的来源渠道代号Source ana191、lyzing: fill in the source channel code which it belongs tou 上月确度：上个月所有未成交的潜在顾客要转入本月跟踪，依据上月最后一次回访情况在空格处填写意向级别。Last month confirming: tracking the potential customers who do not make deal with in this month and fill in intention degree in the blank according to last months last time returning visit.u192、 日期：根据顾客分级管理的要求，在对应的日期栏打“”进行回访工作计划，到期完成此项工作后，在该打过“”内填上当日确认的意向客户级别。Date: Tick() under the corresponding date to return a visit according to the requirement of Customer Classification Management. After the visit, decide the potential customers grade and fill it in the ticked bracket. u 访问日期：根据不同客户实施不同193、频次和不同形式的访问、跟踪。原则为：H级客户：至少每2日跟踪1次；A级客户：至少每周跟踪1次；B级客户：至少每2周跟踪1次；C级客户：每月跟踪1次 Visiting date: visit frequency and manners depend on different customers. The principles are: Grade H: min.1 time every 2 days; Grade A: min. 1 time every week; Grade B: min. 1 time every 2 weeks; Grade C: min. 1 time every on194、e month.u 通过该表的严格管理，能帮助绩效上全面掌握潜在顾客资源的动态变化。Strict management of the form will help us to track the development of the potential customers through performance evaluation in an all-round way.2.4.2.3、意向客户月度管理统计表Monthly Management Statistics Form of Potential Customer 本表由销售人员在月底填写。统计本月销售活动结果；并交品牌经理指导批示。S195、alespersons fill in the form at the end of each month, summarize the result of sales activities and submit to the brand manager for guidance and comment. 填表要点及用途：Outline and function of the form: 本表分为销售顾问月度接待统计，客户意向车型及配置统计，客户意向颜色统计，客户来店（电）的了解渠道统计等四部分。本表既是销售员月度销售情况的统计，该表的所有活动内容都是围绕着统计展开的，通过该表对销售人员的成交196、率，热销车型、配置以及客户来源进行统计。可以帮助品牌经理进行分析，有针对性的进行广宣投放，提高订单准确率，掌握每个销售人员的业务能力。The form includes four parts: monthly reception, interested models and equipment, interested colors and information access channels of visitors. The form is not only monthly sales statistics, it will help the brand manager to develop197、 correct analysis, perform effective advertisement, enhance the accuracy of orders and master the ability of every salesperson. 2.4.2.4、客户信息卡Information Card of Customers本表是销售员对自己所管理的每个客户，随时间变化进行动态管理。一个客户（包括C级）一张卡，成交前在反面进行跟踪管理，成交后转入正面，战败则可以放弃跟踪（若基盘小，也可继续回访，但不作为重点），但要进行战败分析。具体填写方法不再进行说明，按表格要求填就行了。The198、 card helps the salesperson to perform dynamic management of his customers. Every customer (including Grade C) has an information card. The salesperson keeps track of the customer on the back before closing a deal, and turn to the front side after the deal. The salesperson can give up if no deal is 199、reached (or can continue return visit as an ordinary customer) and analyze each failure. Do as the form requires. 五、 市场推广 Market Promotion1、 市场调研 Market Research1.1、市场调研的定义：Definition 市场调研是把消费者、客户、大众和市场人员通过信息联结起来，营销者借助这些信息可发现和确定营销机会和营销问题，开展、改善、评估和监控营销活动，并加深对市场营销过程的认识。Market research is a series of a200、ctivities that link consumers, clients, the masses and market staff together through information collection. Seller can find and determine marketing chances and problems through such information, develop, improve, evaluate and monitor marketing activities, thus strengthen the knowledge of the market201、ing process. 1.2、市场调研的时机 Timing of Market Researchu 当开发一个新产品时 developing a new productu 当运作一个市场需要时 developing a marketu 当经营过程中遇到问题时 confronting problems during operation1.3、市场调研的好处 Benefitu 能对产品充分认识 fully understand a productu 找到市场机会 find market chancesu 弄清通路重点 determine priority orderu 决策者制定决策就会有依据202、1.4、市场信息的收集 Information Collection （图表内容均需翻译，翻译文字后另作图表）外部因素：exterior factor 营销环境：marketing environment 购车者：buyer 行业： trade 竞争者：competitors 市场信息收集：market information collection企业自身：my company 内部因素：interior factoru 直接收集 Direct collection直接收集是指通过实地调查收集的信息，也称为第一手信息。直接收集的基本方法有三种：访谈法、观察法和实验法。其中访谈法是被广泛使用得最203、多的直接收集方法。Direct collection: first-hand information. It is obtained through field research and collection. There are three ways: visit and interview, observation and experimentation. Among them, visit and interview is the most popular way for direct collection. u 间接收集 Indirect collection间接收集是指通过公共信息和204、内部资料收集到的信息，也称为第二手信息。Indirect collection: second-hand information. It is obtained through public information and interior materials. 2、市场促销活动策划 Scheme of Promotions2.1、市场活动的分类 Promotional activitiesu 促销 ：促进销售的活动，本质是信息的沟通；促销的目的：加速有望客户购买 u Sales promotion: it is for sales increase. It is a kind of info205、rmation communication. The aim is to stimulate the desire to purchase of potential consumers. u 广告：通过媒体信息来告知、影响、激励、教育来提高潜在客户的信心，激发客户需求，影响购买决定。u Advertisement: by the way of media to notify, influence, encourage and educate potential consumers thus enhance their confidence, stimulate their desire and206、 affect their decision. 2.2、需要重视的问题: Hintsu 广告、促销是销售的重要手段 Advertisement and sales promotion are important for sales.u 降价不是唯一的促销手段 Price cut is not the only promotion. u 了解我们的客户是谁？We must understand who are our customers.u 了解我们的竞争者是谁？ We must understand who are our competitors.2.3、促销活动流程：Promotion Fl207、ow确定目标对象：determine object 确定促销目标：determine goal 设计促销内容：design promotion plan 选择促销工具： choose promotion method 确定促销预算：determine promotion budget 促销计划制订信息发布：plan design and release 控制促销的过程：process control 效果评估：effect evaluation 步骤一：确定市场促销活动的主题：Step 1: determine the theme of the activity结合当时的季节、节庆、时事进行市208、场促销活动主题的策划。 例如：国庆节户外试乘试驾活动、夏季免费清洗空调、赈灾捐款义卖。Season change, festivals and current events can be the source of one promotional activity. For example, test drive during the National Holiday, free A/C clean in Summer, fancy fair for disaster relief etc. 步骤二：制定市场促销活动目标：Step 2: set up the goal of the activ209、ity清楚地写出促销目标 例如： 520 销量提高20%；回厂维修客户达到30台次/天 Clearly set up the goal of the activity, e.g. 20% increase of LF520; 30units/day of maintenance. 步骤三：确定促销所需的广告支持：Step 3: determine the advertisement support for the activity在年度预算中确定促销所需的广告支持，如电台广播、短信、直邮； 横幅、制作道具；购买广告；记录追踪广告投放效果。Determine the advertisement 210、expense in the annual budget, including radio, TV, message, direct mail; banner, prop, ad, record and track the effectiveness of the advertisement. 步骤四：确定促销的经销商人力和物力需求：Step 4: determine manpower and physical resources确定与此次促销相关的部门和人员，并进行工作计划部署，确定促销用物品，如：现场海报、印刷品、产品目录、促销赠品、产品陈列。Determine departments a211、nd staff concerned, and make out working schedule, determine promotion materials needed, e.g. posters, presswork, catalogue, present and displays. 步骤五：与相关部门和员工对促销互动进行沟通和分工：Step 5: communicate with and divide the work among the concerned departments and staff.召开部门沟通会议，传达促销活动的方案及分工以及活动预演。Convene commu212、nication meeting among departments concerned and convey the plan and perform rehearsal of the activity. 步骤六：寻找促销活动的潜在客户：Step 6: search potential customers of the activity. 黄页、异业合作、个人渠道邀约、老客户、目标客户。Yellow page, cooperation among different trade, personal invitation channel, old customers and target cu213、stomers. 项目领导 交通组会务组接待组步骤七：促销活动的组织图Step 7: organization structure of the activity项目领导：Project leader 交通组：transportation team 会务组: meeting team接待组:reception team步骤八：对促销活动进行效果评估 Step 8: evaluation on the effect of the activity工具：促销活动评估表 tool: evaluation table月份MONTH活动方案PLAN活动目的GOAL目标客户TARGET CUSTOMER活214、动时间DATE活动地点PLACE评估内容ITEMS百分比/数量PERCENTAGE/NUMBER媒体购买MEDIA PURCHASE报纸阅读率NEWSPAPER READ RATING应要求媒体提供PROVIDE ON MEDIAS REQUEST杂志阅读率MAGAZINE READ RATING网站点击率INTERNET CLICKING RATING 电视收视率TV AUDIENCE RATING广播收听率RADIO LISTENING RATING销售SALES制作物发放数HANDOUT NUMBER建卡数CARD NUMBER客流量增长率CUSTOMER FLOW VOLUME GRO215、WTH ARTE来电增长率PHONE CALL GROWTH RATE售后AFTER-SALES回厂增长率REVISIT GROWTH RATE客单价增长率UNIT PRICE GROWTH RATE配件周转率PARTS TURNOVER 2.4、促销活动常用方法（附件2）Promotional activities(Annex 2)自驾游、社区巡展、关怀行动、情感营销、车友会、试乘试驾、优惠促销。Self-driving tour, community exhibition tour, social welfare activity, emotion marketing, club, tes216、t drive and special sales. 3、户外展示：outdoor exhibition3.1、正确选择户外展示地点 select proper placeu 提前进行地点勘察：了解场地情况、人流规律，可以降低活动成本和提高活动效率。向城管部门提前申报，确证保活动顺利开展。提高活动人气 。Review the place beforehand: to get knowledge of the site, population flow regulation in order to decrease the cost and enhance the efficiency. To 217、report to the authority concerned if necessary to assure the smooth development of the activity. To enhance popularity of the activity. u 选择户外展示地点的原则：人口多、购买力强、有需求的地段。展示区靠近目标群体聚集点，人流量大，车辆进出方便。展示区视线开阔，场地平整，便于吸引人气。Principle of place selection: dense population, strong consumption ability, a place with 218、potential demand, close to the target customers community, big flow of people, convenient transportation, enough parking lot, wide, open and flat. 3.、有效开展活动动员 Develop effective mobilizationu 动员对象：参加活动的所有工作人员 Object: all the staff in the activityu 动员主讲：活动项目负责人（建议是市场经理）Lecturer: market manageru 强调细节：明219、确人员分工，各参加人员必须了解他们的职责和工作岗位要求；学习资料、培训资料准备充分，最好有黑板或有投影仪开展的培训，如能制作培训课件更好，提高培训效果。u Emphasize the details: define each persons responsibility and let every one know their tasks; full preparation of all materials; better to have blackboard or projector, training PPT or other training courseware. 3.、有效用户邀约 220、invite customersu 目的：可以提高活动现场人气；邀约老用户到现场可以维护老用户的忠诚度，提高口碑；潜在用户的邀约，可以促进潜在用户购买信心。Goal: to improve the popularity of the activity and maintain the loyalty of old customers, to enhance brand image. To improve the confidence of potential customers. u 邀约客户的原则：邀约的空间范围应是活动地点周边半径10公里内的用户；最好选择已购买力帆汽车的用户,忠诚度高的用221、户是首选 ；这些被邀约的用户在当地上有一定的影响力，这样便于介绍客户形成跟风购买。Principle of invitation: customers within the radius of 10 kilos from the activity venue are the invitees. Customers with lifan cars are on the top priority. These users will sway influence on other purchasers. u 邀约工作人员安排：由销售顾问与客服人员负责邀约老用户；由销售顾问负责邀约潜在用户；负责邀约的222、员工有一定的工作经验，口齿清楚。Inviters: sales consultants and after-sales staff are responsible for inviting old customers; sales consultants invite potential customers; inviters should be experienced with good communication ability. u 提高用户邀约成功率：how to make successful invitation? l 老用户诱因：邀约时提醒用户现场可以免费检测、咨询，小问题可以现223、场免费维修，需要携带什么配件？现场新品展示，参加活动可以获赠礼品 For old customers: to attract them with special activity like free inspection, consultation, free maintenance and spare parts. New product exhibition and gifts. l 潜在用户诱因：新品现场展示，现场定、购车可获得一定程度的优惠（价格、服务或礼品）l For potential customers: new product display, special price an224、d gift for on-site purchase and order.邀约用户到场后的接待：Reception of visitorsu 专人负责接待；接待人员注意引导用户看车；服务顾问（维修人员）注意按照服务站标准流程接待，注意营造服务口碑。活动前一天要对已邀约用户进行再次确认。注意避免用户到现场领完礼品就离开的现象 Receptionist special for the reception: receptionists should guide visitors to watch the cars; after-service staff should receive visito225、r according to the sales station and build up good service image. Visitors list should be checked and confirmed again one day before the activity. To avoid the phenomenon of receiving gifts and leaving of the visitors. 3.4、现场控制注意事项 event management规范现场、有序的分工，可以体现商家的形象，有利于用户建立购买信心！Orderly work divisi226、on will present the image of the distributor and build the confidence of the purchasers. u 分工：参加活动人员明确职责，工作要求，监守岗位，各司其职。Work division: devoted staff with clear responsibility, and task description. u 布置：布置规范、紧凑、合理，各功能区域划分明确，现场气氛热烈，各种信息传递明确。Arrangement: standard, orderly, reasonable, clear area divis227、ion. Passionate atmosphere. Clear Information transfer. u 车辆：各展示车辆互相不干涉，车身干净，要素齐备，车内整洁、无杂物。Vehicles: tidy and clean, in order, no sundries. u 精神面貌：工作人员礼貌热情，统一着装，佩带工作证，主动向用户介绍，保持微笑。Morale: all the staff is polite and passionate, all in uniform with employees card, work actively and keep smiling all t228、he time. 特别注意：Special attention: u 户外展示是展厅的延伸，也是展示产品品牌及商家良好形象的平台，与展厅同样重要；Outdoor display is the extension of show rooms which is as important as the show rooms to show the image of the brand and the distributor. u 不好的户外展示不但会使用户对商家失去信任，更会对品牌失去热情；Poor outdoor display will not only make the customers t229、o lose the confidence in the distributor, but also lose the passion to the brand. u 我们希望通过户外展示给用户展现的是一个管理规范，服务周到的商家形象！We hope a distributor with standardized management and considerate service will be displayed to the customers through outdoor show. 3.、有效的扫街 Effective street researchu 建议提前13天对户外展示活动230、地点周围开展扫街，提前告知活动信息并邀请潜在客户,来参加外展有奖活动。To make street research 1 to 3 days beforehand surrounding the venue of the activity. Notify the potential customers beforehand about the activity and invite them to participate the lottery. u 注意扫街路线和目标区域，选择潜在消费群体集中的区域开展。Plan street research route and target region231、, and make research in those regions that consumers are densely inhabited.u 扫街中应注意辨别对象，有针对性的将传单尽可能散发给有车辆购买力的目标客户手中，以提升扫街的效能。Analyze objects and hand out flyers to those potential customers to enhance the efficiency. u 扫街中注意有目的的和用户开展沟通，收集、登记更多有效潜在用户资料，如：用户姓名、电话、家庭地址；用户购车需求：车型、价格、用途、意向购车时间等。Communicat232、e with the customers effectively, collect and register the information of potential customers as much as possible, including name, telephone, address, purchase demand, model, price, function and expected purchase time etc. u 扫街时 应主动、大方、礼貌、不过多纠缠当地客户。Be active and polite. Dont badger with customers to233、o much. 3.、总结、跟踪 summarize and follow-up u 对外展活动中收集的客户信息资料，由外展负责人统一整理汇总。Sort out all the information of the customers by one staff in charge of the outdoor activity. u 根据收集的客户信息由销售人员进行电话跟踪回访。Return visit by phone by sales persons. u 服务人员整理到场老用户车辆的使用情况，定期电话提醒用户回站维护，并告知近期新车型及促销活动信息。After-sales employe234、es collect the information of old customers vehicles and remind the users to receive maintenance regularly, and keep them informed of latest products and promotion activity. u 对整个外展活动期间的销量及活动结束后，每周的销量进行统计 。After the activity, make a statistics of weekly sales. u 活动结束一周内必须对活动进行总结，总结不足的地方和需改进的重点，不断提高活235、动的执行力和效果 。Summarize the activity within one week after the activity and find out the shortcomings and those need enhancement in order to improve the performance ability and efficiency. 3.7、相关表单 related forms户外展示准备清单： outdoor show preparation list 项目：item 是： yes 否：no 物料准备齐全： materials ready有专门负责人：app236、ointed person in charge 户外展示小组两组以上：outdoor display team(min.2 teams) 有试乘试驾登记表：test drive table 有来访客户登记表：visitor register 有礼品发放登记表：gift hand-out list 潜在客户信息有转移：information transfer of potential customers 时间长度7天以上：min.7 days 销售顾问两人以上：min.2 sales consultants 了解户外展示的内容： undersand the content of the show237、经过培训：trained 合理搭配扫街活动：reasonable plan 有扫街记录：street research record 销售顾问有绶带：consultant has ribbon 展车有车贴：exhibit vehicle has decoration sticker 展车状态良好：vehicles in good order 地点选择：place 人流好：flow of people车流符合要求：vehicle flow meets requirements 地域属于目标区域：place located in target regioni活动执行情况检查表：performanc238、e checkup list 项目：item 内容：content 评价结果：result 备注：comment 展厅制作物：show room materials是否有横幅：banner 是否有X展架：X stand车辆：vehicle是否有专门试乘试驾车辆：special vehicle for test drive人员配备：staff 是否有专人负责试乘试驾：sepecial staff for test drive建档情况：file 试乘试驾存档情况：test drive file 话术：art of word 是否每个销售顾问都明确活动的具体内容: every consultant 239、understands the activity well 礼品：gift 是否发放小礼品：gift giveaway是否通过赠送小礼品留存客户资料：collect information of customers via gift giveaway 经销商是否有购车礼包，礼包内容：purchase gift 要求店内悬挂活动横幅：banners required in the show room市场部已经提供统一创意制作：market department has provided plan 定性评价一下试乘试驾的资料留存情况是：好，一船，较差：comment on the informat240、ion collection: good, average, poor. 已经下发活动方案：plan has been given. 公司市场部统一支持：market department support经销商是否有包装购车送车礼包： purchase gift packed up or not改进计划：improvement plan户外活动绩效报告：outdoor activity performance report 日期：date地点：place负责主管：head展示等级：grade预算：budget实际费用：actual expense参加人数：participants计划：plan241、ned 实际：actual车型：model颜色：color车号：VIN 前PDI: pre-PDI后PDI：post PDI 备注：comment 活动照片：photo展示正面照片：front其他角度照片：other angels活动后记录：post record实际记录：actual record数量:number 销售顾问：consultant 建卡数： card fill-in 当日初步收集潜在客户数：number of potential customers of the day 当日业绩：daily performance 目视客流量：visual visitor flow 未过滤收242、集顾客数：number of non-filtered customers礼品发放：gift giveaway 小计：subtotal交车：delivery 订车：order 展示后心得及检讨： knowledge and experience from the activity 制表人：editor 初审：checker 复审： approver/ - / 店头活动邀约名册 GUEST REGISTER序号NO. 顾客姓名NAME 电话 TEL.判定级别GRADE 预计到店日期EST.VISITING DATE 预估成交 是/否DEAL YES/NO意向车型 INTENT MODEL销售顾问243、SALES CONSULTANT 12345678910111213141516171819Promising Customer Judgment FormReason for this card abandoned Please tick if judging the following yes 1. Do you know the name, address or telephone of customers?14. Do you know the mileage of customers cars? Visiting result select the brand discussion 244、terminatesfail Brand: model: Buying date: Date starting contacting: 2. Do you have the name card of customers?15. Do you know the buying budget of customers?Analysis of failure price commodity displacement outlineconvenience of goods loading and unloading engine performanceequipment volumedriving sp245、aceothersinconvenience of maintenance service families oppose others 3. Do customers come for visiting? 16. Do you know where customers maintain cars?4. Have you mastered the company name, address or job of customers?17. Can you make a appointment for next visit with customers?5. Do you know the fam246、ily members of customers?18. Do you know the situation competing with other brands?6. Have you mastered when, where to meet with customers?19. Do you know last car buying cycle of customers? 7. Have you mastered the interest and characteristics of customers generally?20. Does it last above 1 hour fo247、r talking with customers?8. Will customers invite you to their home or office when calling on?21. Do you know the family car buying and using situation? 9. Will customers treat you with drink when calling on?22. Do you talk about the color selection of new vehicle10. Do customers know your full name248、?23. Do you talk about car price and parts?11. Can you talk with customers for other things except cars?24. Do customers call back or come to the store?12. Can you joke with each other?25. Does the subject refer to the payment with customers? 13. Do you know the vehicle inspection date of customers?249、Remarks :Accuracy AssessmentAchieving items 1-10 items11-20 items21-25items SituationMake more efforts to communicate with customers to get information in order to make customers promising Work harder in order to deal with the customersVery soon there will be opportunities to deal 4、广告4. Advertiseme250、nt 4.1、广告实施流程：4.1 Implement process of advertisement Advertising Objectives Advertising Budget Advertising Information Effect Assessment Issue Media Decision 4.2、决定广告效果的因素4.2 Factors of adverting effect 广告效果的体现应有明确的主题、独特的风格、具有感染力的内容、送达率高的媒体。Advertising effect should have explicit topic, unique style251、, high-impact content and high-reaching media. Subject Style Effect Content Media4.3、广告创意4.3 Advertising creativity良好的广告创意能引起潜在客户的关注并且能与产品相联系以及激起顾客的购买欲望。Sound advertising creativity will attract attentions from potential customers and is associated with the products as well as arouse customers to pu252、rchase the products. 4.4创意广告的原则4.4 Principle of advertising creativity u 广告要切中主题u The advertisement should be to the point u 创意易于理解u The creativity should be easy to understand u 创意要与众不同 u The creativity should be of difference 4.5、广告媒体分类4.5 Advertising media classification 广告媒体一般分为报纸、电视、杂志、广播、户外广告、253、邮寄印刷品、网络等。Advertising media usually includes newspaper, television, magazine, radio, outdoor advertisement, mailing print and network. 4.6、广告投放应注意的问题4.6 Attentions for advertising u 以具说服力、购买意向的方式取得注意力u Attract attentions in persuasive and purchase-intention way u 以简约的表达方式显示或说明你正在销售的商品u Display in si254、mplifying way or illustrate the merchandise for sale. u 设定所提供商品可能的限制（地点、时间、数量）u Setup limitation for merchandise (place, time and quantity)u 不要包含会引起客户反感的表达模式u Do not contain the expression mode which may be disgusted by customers. 六、渠道开拓6. Channel exploration 1、渠道开拓的原则：1. Principle of channel explor255、ation u 应在代理区域内，不得跨区域开发渠道。u The channel exploration should be in the agency region but not cross regional. u 充分考虑销售网点布局的合理性，应避免销售网点与销售主店争抢客户的情况出现。u Take full consideration of the reasonability of sales network layout in avoid of sales network and sales store challenging for customers. u 开拓销售网点时应考虑售后256、服务的便利性，对于有一定保有量的区域应考虑建立服务站。u Take consideration of the convenience of after-sales service when exploring sales network, and consider building service station at regions retaining certain automobiles. 2、 开拓流程：2. Exploring process:u 进行市场调研，确定需要开拓渠道的区域。u Do market research and determine the region for 257、channel exploration u 寻找合作伙伴。u Seek for partners.u 与合作伙伴签订相关协议，划分双方责权利。u Sign related agreement with partners and divide responsibility, power and interest between parties. u 将销售渠道资料上报力帆汽车代表处备案。u Submit sales channel material to Lifan Motors overseas office for filing u 按照力帆汽车相关要求对销售店面进行装修。u Decorat258、e the sales store as required by Lifan Motorsu 对合作伙伴进行产品知识、力帆企业文化等相关培训。u Do related training including product know-how, LIFAN culture for partners. u 新车到店开始销售u Start to sell when new car reaching 3、 渠道管理3. Channel management 3.1、一级对二级（或二级对三级）的管理要素3.1 The management factor for the first to the secon259、d dealer (or second to the third dealer)u 培训方面u Training 一级应对二级人员（或二级对三级人员）进行定期培训及专项培训，提高二级人员（或三级人员）对力帆汽车的产品知识、应对话术及业务接待能力。The first to the second dealer (or second to the third dealer) should do regular trainings and specific training, and advance the ability of second dealer (or the third dealer) 260、in the aspect of product know-how, coping conversation and business reception. u 车辆管理u Automobile management 车辆管理包括对放置在二级（或三级）的车辆应定期检查外观、车况；对库龄较大的车或滞销车辆应进行调换；二级（或三级）经销商要求退出应回收其库存车。The automobile management includes regular exterior check and car condition for the cars placing on the second (or the t261、hird dealer); change the cars storing for long or unmarketable; if the second(or the third)dealer requires withdrawing, its storing cars should be taken back. u 区域保护u Regional protection 对辖区内的二级（或三级）经销商划定代理区域并实施区域保护，禁止二级与二级（或三级与三级）之间跨区域销售。Define acting region and implement regional protection to the262、 second (or the third) dealer, cross-regional sale between the second and second dealer (or the third and third dealer) is forbidden. u 终端价格保护u End-price protection 一级经销商的报价及成交价不能低于二级经销商的报价及成交价，二级经销商的报价及成交价不能低于三级经销商的报价及成交价。The quotation and transaction price of the first dealer can not be below the 263、ones of the second dealer. And the quotation and transaction price of the second dealer can not be below the ones of the third dealeru 广宣支持u Promotion support 一级对二级（或二级对三级）经销商的广宣应给予相应支持，由二级（或三级）申报广宣或由一级直接到二级区域（二级直接到三级区域）做广宣活动。The promotion from the first dealer to the second dealer (or the second to264、 the third dealer) should be supported accordingly. The second (or the third) dealer declare the promotion or the first dealer directly do promotion at the second dealer filed (the second dealer directly to the third dealer field).u 库存检查u Inventory check 对于二级（或三级）的库存应及时检查，防止二级（或三级）销售后不回款；库存减少后及时要求二级265、（或三级）提车。u The storage of the second (or the third) dealer should be checked in time to prevent no reimbursement from the second (or the third) dealer; require the second (or the third) dealer collect the cars in time after the reduction of storage. 对无售后维修站的二级（或三级）地区应积极发展售后维修站，或者制定授权维修点，并且定期派遣售后人员到该地266、区巡回做售后服务。Develop after-sales maintenance station actively for the second (or the third) dealer field without after-sales maintenance station, or set down authorized maintenance point, and send after-sales personnel to do tour after-sales service regularly. u 政策传达及时性u Timeliness of policy transmittin267、g 各级之间应建立信息通道及信息传递机制，确保各项信息能在第一时间相互及时传达。Dealers should build information channel and information transmission mechanism to ensure all information can be transmitted on time. 3.2、日常细则建议3.2 Regular specification proposition u 设立渠道专员u Establish channel commissioner 一级（或二级）经销商设立渠道专员，每月巡回在各个二级（或三级）之间，了解二268、级（或三级）状况、对力帆的重视程度及市场情况。Channel commissioner should be established for the first (or the second) dealer and tour at the second (or the third) dealer every month to get knowledge of the situation of the second (or the third) dealer, emphasis to LIFAN and market situation. u 各级销售人员互换u Exchange sales st269、aff at all levels 各级的部分销售人员定期互换，可以帮助销售人员提高业务水平，提升其对力帆的重视度。Exchange some sales staff at all levels in due time which can help sales staff promote business level and advance its emphasis to LIFAN. u 二级、三级人员自费培训u Training at their own expense to the second and third dealer staff 建议二级、三级派销售人员自费到一级经销商处参加270、专业培训，有助于快速提高销售人员素质。The second and third dealers are suggested to send sales staff to the first dealer to participate professional training at their own expanse which is facilitated to advance the competency of sales staff. u 二级报客户流量u The second dealer reports customer flow 建议二级每天向一级报来店客户流量，便于一级有针对性的271、做广宣策划。The second dealer is suggested to report the customer flow to the first dealer every day to facilitate a targeted promotion planning. u 各级管理人员定期见面沟通，相互之间增进感情，交流管理经验。u Managers at all levels meet on a regular basis to communicate, promote feeling between each other and communicate management ex272、perience. u 巡展支持u Tour support 一级商家定期到二级、三级区域巡展，巡展时带上二级、三级销售人员。The first dealer makes tour show at the second and third dealer field in due time. The sales staff at the second and third dealer should be along with during tour show. u 销售员驻点u Salesman long-staying 对于重点区域或二级商家分销能力确实很弱的网点，一级商家可派人驻点销售。Fo273、r the key field or the second dealer with weak distribution network, the first dealer can send staff to sell there. u 团购信息u Group procurement 二级将团购信息及时告知一级或力帆汽车代表处，一级或力帆汽车代表处应积极与二级沟通相关问题第七章、内部管理The second dealer will inform the group procurement information to the first dealer or Lifan Motors overse274、as office in time. The first dealer or Lifan Motors overseas office should actively communicate with the second dealer. 1、例会制度1. Regular meeting system 1.1、晨会、1.1 Morning meeting 晨会是每天早晨上班进行的会议，可以让全体人员立即进入到工作状态，良好的晨会制度可以激发所有人员对工作的激情，提高工作效率。主持人建议为销售经理，参会人员为全体工作人员。内容为本日所需要完成的工作目标，例如：有哪些客户今天要成交，对客户已经预定275、的车辆进行统计，并安排相关人员对车辆进行检查等。应注意的是：晨会的时间应尽量控制在10-15分钟内，内容应尽量精简。晨会的地点尽量在展厅内。Morning meeting is held every morning which can make all staff into the working status immediately. Sound morning meeting system can arouse the passion of all staff and promote their working efficiency. The sales manager is sugges276、ted as the moderator and the participants are all working staff. The meeting is about intraday work aim. For example: How many customers will get deal? Count cars reserved by customers and arrange related personnel check cars. It should be noted that the morning meeting should be controlled within 1277、0-15 minutes and the content should be simplified. The place of the morning meeting is located at the exhibition hall as far as possible. 1.2、夕会1.2 Afternoon meeting 夕会是在每天下班前进行的会议，让全体人员对一天的工作进行总结。主持人为销售经理，参会人员为全体员工。内容为本日对工作目标的完成情况，在工作中遇到哪些问题，提报明天的工作计划。晚会的内容应尽量精简，时间不宜过长。Afternoon meeting is held bef278、ore working off every day that all staff will summarize their intraday work. The moderator is the sales manager and participants are all staff. The meeting is about intraday completion description to the work aim, problems during work and put forward next-day work plan. The meeting should be simplif279、ied and not last for long. 1.3 周会1.3 Weekly meeting 周会在每周末召开，地点应在会议室，由总经理主持，全体员工参会。Week meeting is held every weekend at the meeting room. The meeting is sponsored by the general manager and all staff participates. 会议内容为：本周工作完成情况总结，制定下周工作计划，检讨工作中出现的问题，宣导厂方最新政策。The meeting is about completion descrip280、tion this week, determine next-week work plan, review problems during work, advocate latest policy. 1.4 月会1.4 Monthly meeting 月会在每月底召开，地点应在会议室，由总经理主持，全体员工参会。Monthly meeting is held at the end of every month at the meeting room. The meeting is sponsored by the general manager and all staff participat281、e. 会议内容为：本月工作完成情况总结，制定下月工作计划，检讨工作中出现的问题，宣导厂方最新政策。在会议最后阶段可发放本月奖金、福利。The meeting is about completion description this month, determine next-month work plan, review problems during work, advocate latest policy. Monthly bonus and benefit can be granted at the end of the meeting. 1.5、 半年会议1.5 Semi-annual282、 meeting 半年会议应邀请董事会公司各部门管理人员参加，由总经理向董事会汇报半年工作目标完成情况，根据董事会制定的目标提报工作计划。Semi-annual meeting should invite managements at the board to participate. The general manager will report semi-annual completion description to the board and put forward work plan as per the aim determined by the board. 1.6、 年终会议1283、.6 Year-end meeting 年终会议由董事会以及公司全体人员参加，会议内容应为汇报本年度工作目标完成情况，制定明年工作计划，宣导厂方政策，奖励工作表现突出的员工，发放年终奖励，会后进行聚餐。Year-end meeting is participated by the board and all staff. The meeting is about reporting yearly work completion description, determining next-year work plan, advocating the latest policy, rewardin284、g employees with outstanding performance, granting year-end bonus and having dinner after the meeting. 培训制度Training system 3、 培训管理3. Training management 经销商要按要求参加由力帆汽车统一组织的关于产品、管理等培训，并按要求达到参训率、合格率；Dealers should participate the training in the aspect of product and management organized by Lifan Moto285、rs and achieve trainee rate and pass rate as per the requirement. u 经销商应设有专职或兼职培训师，培训师要具备本科以上学历，销售力帆品牌三年以上工作经验，有良好的培训能力；u Dealers should have full-time or part-time trainers and the trainers should have at least bachelor degree with 3-year experience for selling Lifan product as well as have sound t286、raining skill. 经销商须按本单位日常工作和区域市场需要，自行组织内部培训（含二级和三级经销商）。经销商自行内训是经销商提高员工整体素质，提高经营能力的重要手段，经销商必须建立内部培训机制。Dealers must organize in-house training (including the second and the third dealer) in accord with the requirements of daily work and regional market. In-house training of dealers is the key method t287、o improve overall quality of staff and promote running skill. Dealers must build in-house training mechanism. u 销售主管及销售顾问每周必须进行一次关于力帆汽车产品或主要竞品配置的考试，考试卷纸要存档管理；u Sales director and sales consultant must have an examination about Lifan automobile product or main competing product disposition every week288、. The examination sheet must be filed. 3、员工激励与考核3. Staff motivation and evaluation 3.1、激励的定义：3.1 Definition of motivation u 激励是十分微妙的。管理者有时也很难给出明确的定义，但要觉察激励机制的缺乏却相对容易得多生产效率下降，产品和服务质量下降。激励你的销售人员不仅仅是偶尔对他们说一声“做得好”，然后转身离开，它需要管理者以身作则，与销售人员分享公司的整体状况与发展蓝图，并逐步了解你的销售人员。 u The motivation is delicate. Sometimes289、 the manager feels difficult to give a clear definition, but perceiving the lack of motivation mechanism is much easierproduction efficiency declining, product and service quality declining. Motivating your salesman is not only say “well done” to him occasionally and then leave. Managers should take290、 themselves as example to share the marketing situation and blueprint with salesman then to gradually understand your salesman. u 激励是指有机体在追求既定目标时的意愿程度，是人类行为动机的激发力量，也就是在工作中如何发挥人的积极性、主动性和创造性的问题u Motivation refers to the willingness when organism in pursuit of targeted objective, inspiring power of hum291、an behavior motivation, that is how to exert ones positivity, initiative and creativity during work. 3.2、激励方式：3.2 Motivation method 下面介绍几种激励方式仅供参考。Following motivation methods are only for reference. u 毛利提成激励：u Gross margin commission motivation A：超底价提成A: Super base price commission 例如：For example: 292、指导价：3.98万Guide price: 39800 报价：3.88万，以上提成20%Quotation: 38800, commission 20%底价：3.68万，以上提成10%Base price: 36800, commission 10%B：公司获利提成B: Company profit commission 例如：For example:新车销售：单车销售奖金/超底价提成 New car sales: unit sales bonus/super base price commission 新保：件数 + 金额 New insurance: Quantity + amount 按293、揭：件数 Mortgage: quantity 装潢：金额 Decoration: amount 续保：件数 + 金额Renewal: quantity + amount 返厂：5台/月（前一天预约） Car returning: 5 units/month (reserve the day before)钣喷：金额 （前一天预约） Sheet spray: amount (reserve the day before)u 快速达成激励u Fast-reaching incentive 每月月底发布下个月政策:Release next-month policy at the end of ea294、ch month 1-10日销售： Sales from 1st to 10th:达 标： 每台+30 Up to standard: each unit + 30未达成: 11日早上 6:00 运动公园早操 Substandard: morning exercise at the park at 6:00 on 11th.u 销量冲刺激励u Sprint sales incentive A、台数翻倍法（1台奖金100元）A. Unit doubling method ( 100 yuan bonus for 1 unit)1-4 台11-4 units 15-6 台1.15-6 units 295、1.17-8 台1.4 7-8 units 9台1.69 units 1.610台以上 1.8Above 10 units 1.8B、车种点数法（1点=50元） B. Vehicle points method ( 1 point = 50 yuan)520： 每台2点520: each unit for 2 points 520i：每台1.5点520i: each unit for 1.5 points620： 每台1点620: each unit for 1 point 1- 10点 X1 1-10 point X111-12点 X1.511-12 point X1.513-17点 X2.296、0 13-17 point X2.017点以上 X2.5 Above 17 point X2.5平均销量4台 每台车预算300元薪资，低价销售记台数（点数）- 不能翻倍4 units at average selling, each unit for 300 yuan budget, low-cost sales of recorded units(points)-can not be doubled u 职位晋升计划u Job promotion plan 销售职：四个月平移法本薪+提成+津贴Sales value: four-month translation base salary + 297、commission + subsidy 例example：4个月平移 four-month translation 底薪base salary 晋升Promotion - 守成Commission销售顾问sales consultant 13台以上 - 8台以 上 Above 13 unitsabove 8 units 5002星级顾问 2-star consultant 17台以上 - 11台以上 Above 17 unitsabove 11 units8003星级顾问 3-star consultant 21台以上 - 15台以上 Above 21 unitsabove 15 units298、10004星级顾问4-star consultant 25台以上 - 19台以上 Above 25 unitsabove 19 units 13005星级顾问5-star consultant 29台以上 - 23台以上 Above 29 unitsabove 23 units 1600每四个月评核一次，当月销售0台，降2级Assess one time every 4 month, degrade 2 level if selling 0 unit every month, 证照加级津贴（例）：License upgrading subsidy (example):驾驶证driving li299、cense： +30技术师证technician certificate： +20销售培训证书sales training certificate： +50u 展厅主管晋升考核:u Promotion assessment of exhibition director 销量累积达300辆以上列入升迁考核； The sales accumulated above 300 units is included in the promotion and evaluation 员工满意度达80%； Staff satisfaction is up to 80%表报工作能力评估100% Work capa300、city assessment in statement is up to 100%其他管理能力考核 Other management assessment薪资计算：Salary calculation: 底薪职务加级新车提成(达成率)系数达成奖金津贴 Base salary + position upgrading + new vehicle commission (achieving rate) coefficient + achieving bonus +subsidy u 年资/累积台数奖励u Yearly salary/ calculated units reward 50台：奖状一301、面，底薪 + 5050 units: 1 certificate of commendation, base salary +50 200台：奖状一面，购车基金5000，底薪 + 50 200 units: 1 certificate of commendation, purchasing fund 5000，base salary +50400台：奖状一面，购车基金10000，底薪 + 50400 units: 1 certificate of commendation, purchasing fund 10000, base salary +50700台：奖状一面，购车基金15000，底薪302、 + 50 700 units: 1 certificate of commendation, purchasing fund 15000, base salary +501000台：配车，底薪 + 50 1000 units: car distribution, base salary + 50u 新年红包奖励u New year bonus award每销售一辆车，提拔 30元“过新年”发放红包，6/月12 = 7230 = 2160绩效奖励系数。30 yuan bonus for selling one vehicle, 6/month12 = 7230 = 2160coefficien303、t of performance awardu 销售顾问跨月竞赛激励法u Cross-month competition incentive for sales consultant u A：（特定车/押库车）销售达15台，XXX5日游u A: if the sales of (specific car/armored car)is up to 15 units, award XXX 5-day trip B：连三月销量积累前三名，XXX5日游B: Top 3 sales winners for consecutive 3 months, award XXX 5-day tripC：主题竞赛销304、售额前三名，送力帆购车金C: Top 3 sales winners for topic competition, award LIFAN purchasing fund D： 限时竞赛销售额累积前三名：黄金16克 D: Top 3 sales volume for limit competition: 16g gold u 生活观怀法u Life caring method 车子：员工价+按揭(欠，努力卖车)Vehicle: staff price + mortgage(owe ，make efforts to sell)房子：陪看楼盘，鼓励买房(欠，努力卖车)House: accompany to look at real estate, encourage