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In recent days, the Heilongjiang Branch of the Northeast Branch of the Trading Corporation has obtained orders for 500 liberation cars in the procurement of the Daxinganling Tuqiang Forestry Bureau Group, thus opening the door for the liberation of trucks to fully enter the Heilongjiang forestry transportation market. This year, major Forestry Bureaus of Daxing'anling in Heilongjiang Province will focus on renewing vehicles. The nine sub-bureaus of the Daxing'anling Tuqiang Forestry Bureau will purchase the replacement vehicles in a unified manner in the form of group procurement. The Heilongjiang regional and local liberation dealers in the Northeast Branch of Harbin--Harbin FAW Senhua Automobile Trading Co., Ltd. is keenly aware that this is a stepping stone for the liberation of cars to enter the Heilongjiang forestry transportation market. The existing automobile ownership of the Daxing'anling Forest Management Bureau has reached 3,000 to 5,000 vehicles. Obtaining the first batch of orders will lay the foundation for this huge market. The Heilongjiang region and Senhua Company immediately seized this important market opportunity and actively recommended liberation products to the Forestry Bureau. At the same time, Dongfeng, Auman and other manufacturers are staring at this market, have resorted to tour promotions, product price cuts and other promotional methods, for this big order.
Find out the core requirements
How do you win? Heilongjiang region and Senhua company carefully analyzed the competition situation and determined the main attack idea: According to the user's demand point, carry out marketing! They have seized four key points of appeal: First, timber transport is mainly concentrated in the winter, and vehicles must be suitable for snow and ice conditions. Moreover, the winter time is short and the vehicle utilization rate is very low, so the price cannot be high; followed by the 9 branch offices to carry out large-scale purchases in a unified way, so the service must be able to keep up. Thirdly, this batch of vehicles is mainly funded by the owner and finally Whether to buy a car or not, it's the car owners who touch the car all the year round and knows well; Fourth, the selected vehicle will directly affect the production and management of each forest area and the life of employees. The Forestry Bureau, as a state-owned enterprise, takes the lead in organizing unified purchasing. Must be very cautious, so we must use the strength of the company and the credibility of the brand to gain the trust of users.
Implement combination promotion
Having mastered the real needs of users, Heilongjiang Regional and Senhua Company have adopted four promotion combinations correspondingly: First, select the right products. Many times they went deep into the forest area to understand the traffic conditions. They used the “cheap and sturdy†as a selling point, and recommended the CA3095 and CA4147 liberation head dump trucks to the users. They emphasized that the liberation dump trucks are cheap, safe and reliable, and have strong bearing capacity. Ideal for the forestry transportation market. The second is to remove the user's worries. They selected FAW Jiefang Tahe Service Station to provide special services for these vehicles. The service level and service quality of Tahe Service Station have a good reputation in the local forestry bureau. They also established “spare parts supermarkets†in the locations of branches. , You can quickly meet the needs of the users of each branch. The third is to identify the target customers. The focus is on investing in the car owners who use the car to buy cars. The owners of these products are not only rigorous in their choice of products, but also technical personnel who hold technical consultation meetings to answer questions about their performance and configuration and analyze them together. The liberation of the car from the accessories price, maintenance network to durability and other advantages. The fourth is to adopt a promotional approach that allows users to "see and feel". The engineers of the Purchasing Department of the Forestry Bureau, the heads of the forest farms, and more than 40 car owners were invited to FAW to visit the new production base of the liberation company and invest more than 10 billion yuan in technological equipment with advanced international standards, which strengthened their liberation capabilities. And product quality confidence.
Impress the target consumer
In the face of fierce competition, we must not only fight for product strength and sales skills, but also have to fight for the courage and perseverance of sales personnel. As the Forestry Bureau has also used imported vehicles such as Volvo, and now there are other brands of Dongfeng cars participating in the competition, so the Forestry Bureau is also hesitant among many brands. "Facts are on the human side, and cars are sold on people." The more intense the competition is, the more it is necessary to keep the market alive. The sales company of the Northeast Branch of the General Trading Company and its subsidiaries in Heilongjiang Province and Senhua Company visited the 9 branches of the Daxinganling Forest Area to learn about the operating environment and to chat with the drivers to understand their needs. Since nine branch offices are far apart, salespeople often have to travel hundreds of kilometers a day. Every time they reach a branch, they have to do a lot of patient and meticulous work to persuade them, so that the leadership of the mechanical and electrical branches of all branches of the liberation of car sales professionalism Deeply admired, and therefore have a great favor for the liberation of the brand, and gradually focus on the liberation of the choice, the final decision of the various branches of the procurement CA3095K2, CA3147K2 and a series of liberation vehicles, the first purchase of more than 500 vehicles.
The liberation of this large order will also have a demonstration effect on the procurement of vehicles from other forestry bureaus in Heilongjiang Province, thus laying the foundation for the liberation of vehicles to occupy the huge market of forestry transportation.
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