DMS assists marketing in post-market era

In 2011, the Chinese auto market recorded the lowest growth rate in 13 years. The distributors also had the same crucial moment as the auto manufacturers needed to make adjustments.

With the new car market returning to rationality, car manufacturers have entered the stage of adjustment and transformation, and dealers have begun to think: As the auto market is becoming saturated, the main source of their profits can no longer rely on new car sales, then how to make the overall operation and after-sales More effective marketing?

Post-market era for profit growth

For most consumers in China, when choosing a new car, dealers often choose dealers at preferential prices. This leads to fierce price competition among dealers. At the same time, the profit of new car sales is greatly reduced due to the strong inventory pressure of new vehicles. . How to tap new profit growth point? This is a common topic for all distributors.

“Originally, everyone’s concern was simply to increase the scale and sales volume. However, how to really make it stronger and how to make profit margins has no clear direction.” For the current status of domestic auto dealers, many insiders Concerned.

Having experienced the “Golden Decade” of new car sales, the number of passenger vehicles with five years of age in China has also begun to enter a stage of rapid growth, and the demand for after-sales services has begun to further manifest itself. The "post-market" opportunity is gradually emerging in such a market environment that urgently seeks new profit space, and continues to reflect its value.

In the “post-market era”, dealers’ significance for OEMs is far more than just a sales channel. It should be an integrated platform that is in close contact with consumers. Correspondingly, the dealer's positioning of his own role is also to be a full-range provider of "car and peripheral services" from "shoppers."

Under such circumstances, how to seek breakthroughs in this severe market environment, seize the stable profit growth point, and become a “marketer” in the post-market era in the new business environment, and also in the entire transition period The place where car makers need to give distributors the most support.

Make growth possible

In fact, for distributors who have accumulated a large number of new car customers to succeed in the “post-market”, it is far from enough to rely on their existing customer list to retain customers. They must understand the customer’s demands and increase their satisfaction. With loyalty, it is possible to achieve stable profit growth through after-sales services.

However, in the "post-market era", with the extension of the automobile sales chain, marketing management has become more complicated. At present, many domestic automobile dealers are initially transformed from other industries, which further exacerbates the difficulty of implementing marketing management.

The current general situation is that the grass-roots workers do not actively convey the awareness of customer appeal, and there is no effective information dissemination mechanism within the dealership. This indirectly causes managers to lack “management awareness” in decision-making, leading to a decrease in customer satisfaction. , A large number of customers lost after the warranty period.

How to maintain the old customers, improve the return rate, and even effectively recover the lost customers?

Some car brands that are at the forefront of the market began to introduce a scientific and effective dealer management system (DMS). Through the use of the system, dealers dataize each customer’s inquiry, feedback, and consumption behavior, and through the management and analysis of data, Achieve effective marketing management of “putting public opinion on the public, giving sentiment to the public”.

Instead of focusing solely on sales data, a complete DMS system can also effectively manage customer relationships. Grassroots sales consultants not only respond to a customer's single inquiries, but also combine all of the customer’s past demands. A comprehensive "diagnosis."

Not only that, the comprehensive customer information collected by DMS can help dealers to provide targeted after-sales service reminders. The product and service recommendations that are user-friendly and direct to customer needs are not only easy to be accepted by customers, but also enable them to realize that they come from distribution. Business customer care. In turn, it will strengthen its loyalty to dealers and increase its return rate.

At the same time, through a highly integrated DMS, dealers can evaluate their own business quality, and can refine the output value and profit brought by every sales consultant and maintenance technician each time. The manager will be able to discover More potential to be tapped.

Here, we have seen the power of DMS, collecting information from each customer contact point, turning information into data, and turning data into a decision-making basis. This is the power that China's auto dealership industry needs.

Links: DMS (Dealer Management System)

The car dealer management system is mainly used to manage the huge sales network of the car company. The DMS system not only covers vehicle sales, spare parts warehouses, after-sales maintenance services (including workshop management), customer service, etc. for 4S stores, but also successfully builds an interactive communication bridge between the OEMs and distributors. Satisfy the information management of the dealers on such businesses as "car sales, maintenance services, parts supply, information feedback, customer relations". The DMS system enables dealers to better grasp market changes, improve the timeliness of information exchange, reduce intermediate operating costs, and reduce waste of resources, thus maximizing the realization of users' business goals with limited investment.