Section3

AutomotiveMarketingandService

Chapter10AftermarketService

10.1OrganizationofaCarDealership

10.2OrderProcessing

10.3Consultation

10.4HowtoTreatCustomerComplaints

Chapter10AftermarketService

10.3Consultation

NewWordsConscious['k?n??s]a.神志清醒的，有知覺(jué)的，意識(shí)到的，故意的rapport[r?'p?:t]n.和諧一致，默契，和睦，友好query['kwi?ri]n.質(zhì)問(wèn)，詢問(wèn)，疑問(wèn)interrogation[in?ter?'gei??n]n.訊問(wèn)，審問(wèn)，質(zhì)問(wèn)，疑問(wèn)句participate[pɑ:'tisipeit]v.參加，參與，分享，分擔(dān)enthusiasm[in'θju:zi?z?m]n.熱心，熱情，熱忱Chapter10AftermarketService

10.3Consultation

NewWordstermination[?t?:mi'nei∫?n]n.結(jié)束，終止subliminal[s?b'limin?l]a.下意識(shí)的，潛在意識(shí)的interlocutor[?int?'l?kjut?]n.對(duì)話者，談話者Chapter10AftermarketService

10.3Consultation

Thefirstcontactwiththecustomerusuallyoccurswiththeinitialconsultation.Themutualimpressionsthatbothpartiesformduringinitialcontactareofmajorimportance.Thisiswhythestaffmembershouldestablishagoodpersonalrapportwiththecustomerasquicklyaspossible.Thisrapportshouldthenbemaintainedthroughoutthesubsequentcourseofthebusinessprocess,startingwiththeadviceandconsultationphase,andthenextendingthroughactualexecutionoftheworktotheinvoicingstageand,finally,thevehicle'sreturntothecustomer.Theconsultationcanbedividedintovariousphases:Chapter10AftermarketService

10.3Consultation

1.Contactphase·Activegreeting:·Givefirstandlastname,offeraseat,smile,handshake·Presentthecustomerwithapositiveappearance(relationshiplevel),positivefirstimpression·Consciousperceptionofverbalandnon-verbalsignalsbeingsentbythediscussionpartner·SmalltalkObjective:Createapositiveatmosphere!Don'targue!Don'tinform!Chapter10AftermarketService

10.3Consultation

2.Informationphase·Identifycustomerrequirements/customerwishes·Employquerytechniquesasktargetedquestions·ListenactivelyandattentivelyObjective:Usetargetedquestionstoidentifythewishesorproblemsthatthecustomerhas!Chapter10AftermarketService

10.3Consultation

3.Negotiationphase·Callattentiontoadvantagesandbenefitsforthecustomer·Usepositiveformulationspresentargumentsleadingtoalogicalconclusion·Payattentiontothecustomer'sobjectionsandrespondtothempositively·Result-orienteddiscussions·Satisfy/arouseenthusiasminthecustomerObjective:Argumentation,effectiveresponsetoanypossibleobjectionsfromthecustomer!Chapter10AftermarketService

10.3Consultation

4.Terminationphase·Summarisepositiveaspects(createpositivefeelings)·Clarifysubsequentaction·Activefarewell(offerasdiscussionpartner)·Providebusinesscard·Createarelationshipforthefuture(smalltalk,goodwishes)Objective:Interviewendsonapositive,futureorientednote!Chapter10AftermarketService

10.3Consultation

InterviewingTechniquesInterviewingtechniquesareofconsiderablesignificanceduringtheinformationphase.Goodinterviewtechniquesjoinattentive"activelistening"asimportantelementsineffectiveconsultations.Inthisprocesswedistinguishbetweendifferentkindsofquestions:Theclosedquestion:·Theresponseconsistsof"YES"or"NO".·Thequestionrequestsdataorfactsonly.·Aseriesofconsecutiveclosedquestionstendstoassumethecharacterofaninterrogation.Example:"Areyousatisfiedwithyourwintertyres?"Chapter10AftermarketService

10.3Consultation

Theopenquestion:·Theotherpartyisencouragedtoparticipatemoreactivelyintheconversation.·Therangeofanticipatedresponsesprovidestheinterviewerwithmoreinformation.·Thequestionstartswithaninterrogativeadverb(which,how,what...).Example:"Whatbrandofwintertyredoyouprefer?"Theleadingquestion:·Theanticipatedreplyisalreadycontainedwithinthequestion.·Adistinctivecharacteristicofthistypeofquestionisitsuseofwordsandexpressionsmeanttofosteragreement,suchas"certainly"and"youdoubtlessagreethat".Example:"Ofcourseyouwanttocontinuedrivingsafelythroughthewinter."Chapter10AftermarketService

10.3Consultation

Thealternativequestion:·Theinterviewerformulatesthequestioninsuchawayastoguidetherespondenttowardaspecificdecision.·Theinterviewerplacesthedesiredresponseattheendofthequestion.Example:"DoyoupreferBrandXorBrandywintertyres?"ActiveListeningConcentrationandcloseattentiontothecustomer'sexplanationsareimportantindeterminingwhatthecustomerwantsandindealingwithcustomerobjections.Staffmembersshouldnotinterruptcustomerswhiletheyarespeaking.Becausepausesfurnishthecustomerwiththeopportunitytoopenup,speakfreelyandvoiceopinions,theyrepresentaprovenmeansofmakingdiscussionsmoreinteresting.Chapter10AftermarketService

10.3Consultation

Activelisteningencouragesthecustomertocontinuetalking,andenhancestheattentionandthepositivefeelingsdirectedtowardthelistener.Characteristicsof"activelistening"are:·Careful,deliberatesilence·Patientanticipationduringsilences(avoidspeakingsimplytofillthevoidofsilence)·Theabilitytowithstandemotionallychargedstatements(avoidingthetemptationtoengageinintenseverbalresponses)·SuppressionofprematureremarksEmpathy,understandingtheotherperson'spointofview·Acceptingthediscussionpartner'ssituation·Stayingattentiveandconcentrated,followingtheotherperson'slineofthoughtChapter10AftermarketService

10.3Consultation

·Recognisingthe"subliminalmessage"·Tomakeitcleartotheotherpersonthatyouarelistening(bymeansoffacialexpression,nodding,etc.)TargetedDiscussionThenegotiationphasemarksanexchangeprocessinwhichbothpartiesmakeanddefendassertions.Thepurposeofthediscussionsessionistobringtheotherpersonaroundtoone'sownpointofview,andnottowinadebate.Argumentationisanexchangeofinformationinwhichtheobjectiveistoconvincetheotherpartythataparticularopinioniscorrect.Convincingargumentsmustmeettwocriteria:·Abasicwillingnesstomodifyinitialconceptionsheldattheoutsetofthediscussionmustbepresent.Chapter10AftermarketService

10.3Consultation

·Thepotentialbenefits,intheformofheightenedpersonalsatisfaction,mustbeclear.Asubstantialnumberofthemessagesexchangedduringdiscussionsessionsproceedattheappeallevel.Athree-stepprocedureworkswellinrespondingtoobjections.Reactiontocustomerobjections.Onewaytorespondtoobjectionsiswithdifferentquerymethods.Responsequery.Theobjectionisrepeatedintheformofaquestionasameansofobtainingadditionalinformation.Thismethodcanbeusedtobuytime.Chapter10AftermarketService

10.3Consultation

Examples:·"Pleasetellmeexactlywhatyoumean."·"Couldyouexplainittomeinmoredetail?"Yes.but.Thismethodstrivestoreplacetheword"yes"withasubstituteformulationwheneverpossible.Becausetheword"but"withdrawsaprev