| In the first chapter of this article, an overview of the actual Chinese passenger cars market and the trend is described. Meanwhile, the article introduces the development of the sales organization, the change of the market demand and gives a brief introduction of the companies' background refererd to in this article.The second chapter begins from the definition and explaination about the "Push and Pull" concept. After the analysis and comparison of the application for Push and Pull in Chinese passenger car market, the article then focuses on the research of "the dealer-pull sales mode" used in the mass production manufacturers of China. Under this sales mode, the manufacturer take dealers as a crucial role in the value chain, for the model is based on the demand of pulling from the dealerships. Hence, not only are dealers required to have a precise understanding and forecast about the market, but they are required to have a strong retail sales capability as well. At the same time, the manufacturers are obliged to fine-tune the process and change their managerial mindset of the business. Sales management has to put more emphasis on support and cooperation instead of the tight grip of the dealership with hierarchy and Gencralization.The third chapter mentions the dealership management under the dealer-pull sales mode. The approach of dealer evaluation is changed and it will be more comprehensive and complete under the new sales mode. Dealers are suggested to develop their capability under two dimentions: the capability dimention and the willingness dimention. The capability of the retail sales&marketing will play essential roles under this sales mode.The fourth chapter describes the key sales process, which is a guideline to escalate dealers' sales capability. This key sales process involved the management and follow-up of potential customers, greeting, demand analysis, demonstration of cars, test drive, handle of dispute, write-up, delivery and the management of car owners. Each of these is correlated and influences the conversion rate of sales deals. Dealers are obliged to focus on the details of every contact point in the key sales process via CRM. Sales tools kit is suggested to put into use. Sales manager should keep a close eye on each sales man as well as each detailed point in this process. The eccential way to improve the marketing capability for a delear is about the understanding and using of marketing tools, which includes the research, ad., promotion and PR. Dealers should understand the purposes of these marketing tools and put them into practical use to increase the numbers of potential customers.The final chapter gives more comments on the manufacturers' manangement under the dealer-pull sales mode. They have to adjust their sales mindset to this new mode. The have to fine-tune its organizations and processes. The traditional push strategy required an up-down sales planning but the dealer-pull sales mode makes the sales plan and execution more interactive with consumers. This sales planning should be based on the information of market and the demand of potential customers and accordingly the inventory plan becomes more important than ever. The information system should give a very strong support to the dealer-pull sales mode. All players in the value chain will have the same platform and share the information interactively. The information system guarantees that the information flow can effectively and effiently get through the whole value chain and give necessary support in each part of the value chain... |
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