Automotive Insurance Sales - Customer Analysis and Response
All walks of life have their own work skills, car insurance sales work is no exception, master a certain number of sales skills and skills can better facilitate transactions, but also better to provide customers with professional services, for different types of customers and we share a few views on car insurance sales.
"Know"' customers
This kind of customer most often reflected in the performance is very sensitive to the price, the mantra is "too expensive" "others seem to be cheaper", "too expensive to buy", and is to say that they "a certain relative or friend is doing insurance, to buy to find a friend to buy cheaper" and so on.
Analysis: This kind of customer is often not aware of the knowledge of car insurance, but the customer's vigilance is relatively high, because do not understand the relevant business knowledge of car insurance, do not understand the value of different products, differences and risks of various channels. Can only simply use the price problem as an excuse perfunctory sales staff, or just do not understand the value of the product, intend to find trusted acquaintances to help buy.
Response: Generally, this kind of customer's attention to the price is relatively high, but also more concerned about the process of consumption of service protection, brand advantages and so on. Because of the unfamiliarity of the insurance business, so for the price and brand of particular importance, there are many people feel that in the 4S store things are expensive, everything is much more expensive than the outside, so from the beginning customers may be on guard against sales staff.
Therefore, we must explain all aspects of the problem to customers clearly, talk through, so that customers can really understand the risks and differences of different channels of insurance, as well as brand advantages and protection, so that customers can really understand the value of the product, so that customers feel value for money, even value for money, if done then convince customers is not far away.
Priority
In the exchange with customers focus on the display of brand advantages, display of quality service content, differences.
Communication strategy: first of all, the need to clearly inform the customer will not have any forced purchase behavior, increase the customer's sense of security, and secondly to emphasize the product type, different channels, differences in service quality, through professional introduction and explanation, so that customers realize that professional matters should be handed over to professional people to do only reliable, in addition is the need to the customer's bargaining psychology subtly eliminated, through the advantages of comparison, service comparison methods gradually reduce the customer's willingness to price.
"Experienced" customers
This kind of customer is often mostly in contact with the insurance industry, or for some reason for the insurance industry has a certain understanding, usually very opinion, what to buy not to buy everything has been planned. The most common answer to this kind of customer insurance person is "I know how to buy" and "I've bought it myself."
Analysis: This kind of customer we can see them as "experienced veterans", they know more than the general people car and 4S store specific services, advantages and shortcomings, etc. ;
Coping: This kind of customer is relatively familiar with car insurance, and even some people actually bought insurance outside, and went to the 4S store to repair also did not get different treatment of the situation. But the customer's experience, which is only for the past experience, and the current policy is up-to-date, for the latest and future conditions, so it is not enough to rely on past experience alone.
Priority
Clear lying and directly identifying the risks that may be present for future insurance accidents.
Communication strategy: you can go straight to the topic, put the core issues out to communicate, for the future fixed losses of some specific matters to compare;
Note: It is not last-minute that binding is not recommended to prevent customers from turning their faces directly.
"Careless" customers
This type of customer is often very good to identify, look at the unbridled section, more obsessive about their own ideas, staff explanation has little patience to listen to to learn, easy to feel impatient, for the differences in brand and service is not much interest, will not take the initiative to do some future planning and prevention, always holding the idea of temporary holding Buddha's feet, there is any problem right when the ill-fated attitude.
Analysis: This type of customer and "understand" type of customers have similarities, but the difference is that such customers do not pay too much attention to experience, will not pay too much attention to the difference between brand and service quality, dealing with such customers often take a lot of time to urge them to understand some basic knowledge and concepts, and even some customers just said the turn to forget, communication with this kind of customer is also a sense of inexplicable powerlessness.
Coping: For this kind of customer who does not pay attention to experience, talk about brand, talk about service is not of interest to them, and car price is their most important concern, so use the car price as a breakthrough, the use of this breakthrough to extend to the most practical insurance claims costs.
Priority
Directly point out the specific risks that customers face in future insurance accidents, such as costs, claims, fixed losses, etc.
Communication strategy: to the car price as leverage, in the process of communication to deepen the value of insurance to the vehicle, step by step to make customers aware of the risk hazards, develop the awareness and habits to prevent risks.
