BMW+销售流程培训-展车介绍Present+the+Product(PDF+17页)

BMW China Automotive Trading Ltd. Field Force Team C 12th June, 2007 Page 1
BMW Selling Process Training BMW 销售流程培训
Raising the Desire 提升购买欲望 -Present the Product 展车介绍
Field Force Team C Ruud Rabenberg – 罗润可 Laura Wang – 王洪
Yiwu Xinbaohang
Sheer Driving Pleasure
BMW Selling Process Training

BMW China Automotive Trading Ltd. Field Force Team C 12th June, 2007 Page 2
Raising the Desire 提升购买欲望 Present the Product
展车介绍
Training Agenda 议程安排 18:00 – 18:45 Review of the whole BMW selling process and presentation of Present the Product including group activities. 回顾BMW销售流程, 重点讲解产品介绍环节包 括小组讨论. 18:45 – 19:30 Showroom group activities on presentation of the BMW product. 展厅内小组讨论 – 展车介绍

BMW China Automotive Trading Ltd. Field Force Team C 12th June, 2007 Page 3
任务
12，再次购买 1，系统的潜在客 户开发
11，保证持续的客 户关怀
2，欢迎/建立联系/ 关系
要求
关怀和准备 询问和分析
10，新车交付
维
户 客 护 度
忠
诚
创
建 良 一 好 印 的 象 第
3，建立购买需求 和动机
获
得 购 买
原则
承 诺
产 生
买 购
愿
望
4，演示/介绍产品
9，达成销售
坚持和销售 演示和咨询
5，推销产品卖点 8，销售谈判
7，清除客户异议
6，进行试驾

BMW China Automotive Trading Ltd. Field Force Team C 12th June, 2007 Page 4
Raising the Desire 提升购买欲望 Present the Product
展车介绍
Training Targets 培训目标.
• To know the general recommendations for the presentation Of a car. 了解 一般情况下建议的标准展车介绍 步骤. • To understand some useful points for presentation of a car to a customer, and this will help you to raise the desire of your customers in buying a BMW product. 理解 在向客户进行展车介绍时的一些重要的注意事项, 从而有效提升 客户的购买欲望.

BMW China Automotive Trading Ltd. Field Force Team C 12th June, 2007 Page 5
Raising the Desire 提升购买欲望 Present the Product
展车介绍
Group Activity 分组讨论: - Please divide by 4 groups. 分成四组讨论. - 10 minutes discussion 时间要求:10分钟 - Please discuss in general what is the right sequence to present a car. Please number the following steps. 每 个小组讨论通常情况下正确的展车介绍顺序, 并把下列步骤 进行编号. - On person to present on behalf of the group. 请小组代 表陈述.

BMW China Automotive Trading Ltd. Field Force Team C 12th June, 2007 Page 6
Raising the Desire 提升购买欲望 Present the Product
展车介绍
Please number the following steps for the Presentation of a BMW Product in a right sequence. 请将下列步骤编码. Go to the driver's side. Open the driver's door and offer the customer the chance to sit down in the driver's seat. You sit down in the passenger seat. 到驾驶侧，打开前车门，请客户坐到驾驶座位. Show the car design from the front. 车辆的前部设计介绍。 open up the bonnet and, if appropriate, describe the engine.打开发动机 盖，适当介绍发动机各部分。 Go to the passenger side, open the rear doors and show the "rear cabin" area. 走到副驾驶一侧，打开后车门. Go to the front left-hand side to show the design of the car e.g. shoulder lines 站在车前左侧方(副驾驶侧)着重在车身的设计上,比如腰线. Go to the boot and open it.走到车尾打开行李箱.