Application Study Of Internet And Database Aided Telemarketing In Automobile Sales

In recent years, the more mature China’s auto marketing in the first position of the world,the fiercer the competition in China’s auto market. To franchiser, direct servicer in the autoindustry, the construction of management information systems (MIS) becomes an inevitablechoice. Beyond all the subsystems of MIS, the sale subsystem, with the aid of internet anddatabase, plays the most important roles in firms, and gets high priority.This paper summarizes author’s sales and service management practical experience inDongFeng Citroen automotive OEMs and franchise. It illustrates that it’s necessary andinevitable for the information construction in the field of automotive sales and service. Withthe method of a case study, a new sales model combined telemarketing with internet anddatabase was came up, and also solved its integration with the incumbent sales modelinnovatively. The followings are some findings from the process:First, by comparing and summarizing the existing sales models at home and abroad, auto4S shops and sales chain rank the main model of car sales. In order to have a more intuitiveunderstanding of the operation and management system on the4S shop, the framework andthe sales department organizational structure design, vehicle sales process, measure indicatorsto sales ability are further demonstrated. And compared4S store sales mode with automotivechain stores in terms of brand management, sales staff, customer management, financialstrength, lead management to identify their differences in detail.Second, embedding telemarketing in4S shop, Internet and database enhances efficiencyof the sales lead management. Through the medium of the funnel theory, incorporating eightcombined car sales process, the paper discusses the leads management among different salessituations. To be understandable, Dongfeng Citroen brand, taking for an example, its specificimplementation process of telephone marketing, network marketing in car sales wasdescribed in detail.Third, in order to know the actual impact of internet and database on leads management,two4S stores of Dongfeng Citroen with historical data collected in10years were chosen forexamples. By comparing the customer sources, buying behavior with the data of time seriescollected, it founds that, internet customers clues rising year by year, gradual decline in theinfluence of traditional media and newspapers; proportion of friend recommendation of thesales leads increased year by year, which is directly related to increasing car ownership in China these years; In addition, the sales contribution of auto show reveals upward trend inrecent years; Buying cycle, the whole time spending on the process of buying a car, risesfrom19.71days in2007to69.38days, Which means buying cycle was greatly lengthened.To be specific, customer spending67.27%of the whole time cycle on demand analysis andinformation gathering. So, this paper exhibits a detailed analysis of how network anddatabase support the sales leads management, giving the Dongfeng Citroen sales informationmanagement system as an example, simultaneously.Fourth, Internet and database cannot bring in benefit, until be used in sales practice,especially combined with telemarketing. These new sales tools make profit by promotingtelemarketing, say, better documents, better records, improving working surroundings,enhancing communicating skills, etc. Compared with the performance in non-telemarketingyears, all indicators except for incoming telegram rise sharply. And it contributes roughly10%in total sales, multiplying by more than thousand yuan per car.Based on the analysis above, this paper holds the opinions that: to participate ininternational competition, car sales must reduce operating costs. Network and database-basedtelemarketing is a major innovative solution for cost-cutting. It fits for all car brands anddeserves of universal attention of the major car brands. Although many firms activelypromote and conduct the construction of new telemarketing with internet and database, itrequires the dealer to get rid of the management inertia, invest in network and databasehardware and software, so as to promote the proportion of telemarketing business. I dobelieve that this sales model will give car dealers more and more sales and profits, and alsogive the car consumer greater satisfaction.