BMW China Automotive Trading Ltd. Field Force Team C 12th June, 2007 Page 1BMW 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 XinbaohangSheer Driving PleasureBMW Selling Process TrainingBMW China Automotive Trading Ltd. Field Force Team C 12th June, 2007 Page 2Raising 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 4Raising 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 5Raising 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 6Raising 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.BMW China Automotive Trading Ltd. Field Force Team C 12th June, 2007 Page 7Raising the Desire 提升购买欲望 Present the Product展车介绍BACDBMW China Automotive Trading Ltd. Field Force Team C 12th June, 2007 Page 8Raising the Desire 提升购买欲望 Present the Product展车介绍General recommendations for presentation of the car 介绍车辆的一般性建议1. Show it from the front first. 从车辆的前部开始介绍。
2. Go to the front right-hand side to show the design of the car e.g. shoulder lines 站在车前右侧方(副驾驶侧)着重在车身的设计上,比如腰线. 3. 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. 4. Now go to the boot and open it.走到车尾打开行李箱. 5. Now 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. 最 后到驾驶侧，打开前车门，请客户坐到驾驶座位. 6. Finally, open up the bonnet and, if appropriate, describe the engine.最后打开发 动机盖，适当介绍发动机各部分。
BMW China Automotive Trading Ltd. Field Force Team C 12th June, 2007 Page 9Raising the Desire 提升购买欲望 Present the Product展车介绍3 2415BMW China Automotive Trading Ltd. Field Force Team C 12th June, 2007 Page 10Raising the Desire 提升购买欲望 Present the Product展车介绍Presentation of the car interior 介绍车辆内部• Offer the customer the chance to sit in the car. Help the customer to set thebest seating position. Crouch down a little so that you are not "talking down" to the customer. 为客户提供坐进车辆的机会。
帮助客户找到最舒适的乘坐位置。
适当弯腰以避免“居高临下”地对客户说话。
• Give the customer time to try everything out: steering wheel, pedals, gears,rear-view mirror, radio etc. 让客户有时间试试所有的东西：方向盘、踏板、换档、 后视镜、音响设备等等。
• Allowing time also means creating pauses. It is a special feeling for yourcustomer to sit in the car they want. So let them enjoy this feeling and don't disturb them with continuous talk.适当停顿是很有必要的。
对于客户来说，有 机会坐进想要的车里是非常特别的感觉。
这时不要喋喋不休地去打扰他们。