The demand for goods related to cars and services related to their maintenance is constantly growing. Entrepreneurs who are actively seeking to enter this market also understand this. At the same time, one of the most popular areas is the sale of auto parts. However, along with demand, competition is also growing, which means, in addition to ensuring a high level of quality of goods, every businessman will need to work on developing an effective marketing strategy. Advertising for an auto parts store should be thoughtful and versatile, because this is the only way you can be guaranteed to achieve success. This article is intended to help entrepreneurs identify the most effective methods promotion of such points, as well as identify obviously losing methods of advertising, which should be abandoned at the start of the business.
Point design
Facade
Remember, your store premises should be visually attractive and noticeable. Moreover, the design of the facade must also correspond to the specialization of the store. That is why the owners of such stores prefer to choose thematic names, order large and bright signs, and hang them in the windows advertising banners and install LED scrolling displays. All these advertising tools serve as unique markers that will prevent motorists from confusing your store, for example, with a grocery store.
Signboard
A sign is one of the most important outdoor advertising tools for any auto parts store. As mentioned earlier, most entrepreneurs prefer to give their stores “speaking” names, upon seeing which drivers will immediately be able to determine the profile of the outlet. If you have chosen an original name that does not cause direct associations with your business profile, you can add the phrase “auto parts store” or simply the word “spare parts” to the sign. Most owners of such retail outlets prefer to order illuminated signs, because they can guarantee that the driver will not miss your store in the evening. Otherwise, the sign must meet standard criteria - be large in size and be as bright as possible.
Showcase
Window display design is also an important point for any auto parts store. As a rule, entrepreneurs choose one of two options: 1) hang advertising banners on their windows with images of the products they sell or information about the store itself; 2) leave shop windows open. In general, both of these methods contribute to improving the appearance of the facade, but the first also allows you to promote certain products, and are also markers that signal the profile of the enterprise.
Entrance group
The entrance group is the totality of all external elements - facade, sign, shop window, approach and entrance to the building. Try to make it look harmonious and attractive to customers. If you can afford to hire a designer who would find for you some original solution for its design, it is definitely worth doing, because the main task of the entrance group is to attract attention and form positive associations associated with the status and profile of the store.
LED display
LED display, most often with a ticker, is often used by auto parts store owners as an additional means of informing customers. The main advantage of such an advertising tool is its dynamism. So, for example, a passerby may not pay attention to static advertising banners, but will definitely notice a creeping line, especially if, in addition to advertising text messages It will always show up-to-date information - time, date and air temperature.
No material
Outdoor advertising
Billboards
Billboards are quite a controversial advertising tool, especially if you own a small auto parts store. If located correctly (on major highways, near main highways), their effectiveness is beyond doubt, but the cost of such advertising remains too high for many beginners. That is why, before including the installation of a billboard or other advertising board in your campaign, carefully consider whether you can bear such costs and whether their rental is indeed a necessary measure specifically at this stage of the business.
Banners
Advertising banners can be placed not only on shop windows, but also on the walls of the facade or on other buildings in the immediate vicinity of the auto parts store. Such posters attract attention not only to your point of sale, but also to the product that you sell, informing potential customers about which manufacturers’ parts they can purchase.
Signposts
Signposts are great tools promotions for small auto parts stores. In essence, they play the role of signs on which you can also list the main items of the product or give basic information about yourself. It simply doesn’t make sense to order such designs for bright and very visible points, because they will look more than modest against the backdrop of a large building, a colorful sign and many advertising banners.
Advertising in elevators
Elevator advertising can be an effective way to promote an auto parts store, especially if your location is advertised in nearby areas. Remember, you need to place your posters wisely. If you work in a small town, advertising in all residential centers settlement may be relevant, but if you are, for example, in a fairly large regional center, you shouldn’t “spread yourself” - advertising in the houses where your potential clients live will be enough.
Advertising on transport
It should be noted that due to the specifics of this business, advertising on cars can be a great way to promote. However, it is impossible not to mention that for beginners who are just trying to occupy their niche and recoup their investments, such advertising is too expensive, therefore, it is better to refuse it.
Signposts
Signs are necessary if your store is poorly visible from the road or pedestrian area. Large and bright banners showing the direction to a point or light boxes that will attract attention not only during the day, but also in the evening can be used as a sign.
Internet advertising
Website
Today, every auto parts store needs its own website. Moreover, some entrepreneurs even go into online trading, because many clients search for the necessary parts via the Internet. However, even if you are not planning to open your own online store, you need to create your own, high-quality and informative platform. To do this, it is better to hire a team of specialists who will develop the correct interface and design of the web resource. Remember, every site visitor should easily and quickly find all the information he is interested in, and this, as a rule, is your assortment (which parts are in stock and from which manufacturers) and the price list.
If you decide to create a website on your own, be sure to read our articles:
Here we have laid out our experience and opinions on the use of various tools that you will simply need in your work. This will allow you to reduce the time it takes to select the necessary resources for its creation and get profit from the site as quickly as possible.
Contextual advertising
Of course, the site will need to be promoted. It's better to do this with contextual advertising, that is, one that will be clearly aimed at your target audience who are interested specifically in your product. Many entrepreneurs use Direct and Adsense - services in the most popular search engines Google systems and Yandex.
Groups on social networks
You can notify your customers about assortment updates, new products, discounts and promotions through the most popular social media, in particular, through Facebook and Vkontakte. To do this, you will need to create your own groups (this service is free) and try to regularly fill them with content that is interesting to your audience. However, remember, these resources will not develop on their own - you will have to invest time, effort and, albeit small, money into them. To get required quantity subscribers, you can advertise in larger communities in your city, offer special discounts and bonuses for reposting and liking your posts.
Advertisements on classifieds sites
Free classifieds sites and city car enthusiast forums are excellent resources for promoting an auto parts store. The more often your location's name appears online, the better for business.
Print advertising
Leaflets
Leaflets are a budget-friendly, yet effective form of advertising. By ordering a batch from a printing house or advertising agency, you can distribute your advertising media in the entrances of houses where your potential clients live, in parking lots and other places where cars accumulate (leaflets can simply be left on the windshield). Moreover, you can try to negotiate with the stations maintenance, car washes and other similar businesses, and leave your leaflets with them, in return distributing their advertising materials.
Advertising in newspapers and magazines
Publications in city print media can also bring significant benefits to business. You can simply order advertising modules, or you can go the other way by writing an interesting and useful article for car enthusiasts, mentioning your auto parts store in it.
TV advertising
Creeping line
As a rule, channels charge exorbitant fees for broadcasting advertising videos. However, you can still promote your store on TV by running a ticker. This method of advertising costs significantly less, but can bring serious benefits to a business. In addition, you can save money by ordering the broadcast only on weekends or at certain times of the day, for example, for a few hours in the evening, when most people have already returned from work.
Radio advertising
Audio clips
Broadcasting audio clips and advertisements on the radio is one of the most effective ways to promote an auto parts store, because most often the radio is listened to by drivers on the road. Of course, such advertising is also expensive, but in this case these costs are completely justified.
Other
Discount cards
Discount cards can greatly increase customer loyalty. They are a kind of guarantee that customers who have already visited your store will return to you and not go to your competitors. Give them to every new visitor, don’t skimp, because at the initial stages of business development, not only profit is important to you, but also the customer base.
Carrying out price promotions
Price promotions, pleasant bonuses and gifts have always attracted people. Try to regularly make special offers to your customers, notifying them through all available communication channels.
Electronic directories
Be sure to add your auto parts store to the 2GIS and 2Geo databases. These directories allow you to leave your data for free, which, of course, is a huge advantage for any entrepreneur. But it’s better not to use paid advertising there, as it is extremely rarely effective.
Nowadays, almost everyone wants to have their own business - albeit a small one, but one that guarantees profit. The idea of opening an auto parts store is probably a great success! will be accepted by experienced drivers and those who are simply well versed in the mechanisms of the car. Purchasing parts for sale is a delicate matter, so not every car service owner manages to purchase high-quality spare parts at good prices. wholesale prices. But all this comes later. First, you need to figure out how relevant this business is, how to build a store and how to manage it competently.
Rules for trading auto parts: is it profitable?
It's no secret that the demand for Russian auto parts is quite large; car owners constantly need to keep their cars in working condition by replacing certain old parts with new ones. Even in times of severe crisis, when the business of large businessmen collapsed, from which others also suffered, stores specializing in the sale of automobile parts did not remain without profit and practically did not feel a lack of funds. This can be explained by the fact that at that time people did not have enough money to purchase new car, so even those who were not going to do this in the conditions of the previous economy had to repair the old one.
However, for starters, it would be nice to find out what the trade in car parts is and learn about all the intricacies of this type of activity.
It is worth knowing that the general name “trade of auto parts” has a much wider field of activity (if we talk about truly successful salons). This is the sale of not only components and assemblies, but also the sale of various consumables and a number of related automotive products.
The owner of an auto parts store can purchase goods both directly from the plant that produces them, and from manufacturers who have no connection with the factories. Of course, the first option is much more reliable, and you should not prefer the second just because of a small difference in price. After all, if the parts are supplied to the store directly from the factory, you, as a distributor, will have the opportunity to control production, and this means confidence in quality.
We will talk about what type of purchase you should choose, but it is also worth remembering that production facilities themselves set a number of requirements for the distributor. For example, you will not be able to purchase and sell UAZ auto parts if your store has less than three years of experience. And the total cost of all goods must be at least 10,000,000 rubles. At the start of the opening, it will definitely not be possible to meet such requirements, and therefore it is worth looking for another supplier.
The payback period for a store is no more than 1-1.5 years (it’s difficult to say an exact figure, since too much depends on the profitability of the enterprise where you will purchase goods, the number of similar salons selling auto parts in your city, and so on). You can calculate a more or less accurate payback period by drawing up a business plan for selling auto parts, without which it is almost impossible to open a store of this specialization. You can use a previously drawn up business plan for any currently profitable salon, if you can get the appropriate calculations.
Example of a successful business
The Avtolandia online store has been successfully operating since 2012. The franchising program was launched in April 2014. Since the opening, the franchise has started operating in 25 cities in Russia and Kazakhstan. The Autolandia franchise has already established itself as bringing stable income.
The advantage of this enterprise is that it is in this online store that the buyer can always find for himself necessary information about the product and read numerous truthful customer reviews.
Having decided to start your own business in the trading field of sales of car alarms, radar detectors and video recorders, you will not find a more attractive offer than this.
In order to start working under the Autolandia franchise, you do not need large financial investments; you can work no more than 2-3 hours a day and do not require special knowledge.
Economic indicators are impressive. Already in the first year of opening your own enterprise, you can have about 250-300 thousand rubles in profit.
All those who join the large and friendly team gain invaluable experience in this field. For work, the company will provide all the necessary documents, which will include information about the product and suppliers.
An online store means freedom of movement, the absence of sellers and cashiers, managers and consultants. The franchisee will take into account all your wishes and help you organize your business.
The mentor is ready to pass on his experience and best practices to everyone who wants to achieve success. The main thing is not to be afraid, try and you will succeed.
Franchise business "Autoreality" as an alternative to a regular store
By purchasing the Autoreality franchise, a person will be able to develop his business selling auto parts and accessories for foreign cars. It will be enough for him to invest a minimum of only 95 thousand rubles in this promising business.
The franchisor, in turn, will help the newly-minted businessman launch his turnkey business, and also promises lifelong support for such a business. A person who has purchased an Autoreality franchise will begin to make a profit from the first days of operation of his ready-made website for the sale of spare parts for foreign cars. To do this, he doesn’t even need business experience.
In addition, the businessman will pay a royalty to his franchisor in the amount of five percent of the profit only starting from the third month of the site’s operation.
It is important to note that over search engine optimization site operating under the “Autoreality” franchise will be staffed by expert level craftsmen. This will allow you to promote your site to the TOP in a short time (3-4 months) and, accordingly, increase your customer base several times.
Auto parts for Russian cars or foreign cars?
Those who plan to open an auto parts store often face the question: “should we focus on selling parts for foreign cars or spare parts for Russian cars?” . It depends on what kind of cars there are more in your city - such statistics can be found on the Internet. If their number differs insignificantly, it is better to give preference to parts from Russian manufacturers. This is especially true for those who are going to cooperate with the plant directly.
It is much easier to control production within the country of residence than that located abroad. Be sure to consider these aspects when creating a business plan for an auto parts store.
What spare parts are in high demand?
Not long ago, statistics were calculated in Russia, the essence of which was to determine the most popular auto parts that are in great demand. We provide you with this ranking by degree of decline in popularity:
- Mitsubishi;
- Audi;
- Lexus;
- Suzuki;
- Hyundai.
Statistics may be somewhat inaccurate (again, a lot depends on the area you live), but in general, parts for these machines are popular in Russia. You can create a store that will specialize in selling parts only for a specific car brand - this is relevant if you manage to correctly calculate which spare parts are in short supply in your area and establish close cooperation with the supplier. In this case, the option of working with an intermediary is not considered, because you will need to find out about all the intricacies of work and production in general, and the intermediary definitely does not have such information.
Store space
In order to open an auto parts store, you need to buy or rent premises located in a residential area of the city (the general calculations given below assume the purchase of premises). If in the future you plan to expand the scale of sales, increase the assortment, that is, develop the activity of the store, choose the size of the premises with a reserve.
The minimum area for a store should be about 100 square meters. It is also necessary that there be water supply, electricity, sewerage and, of course, heat. Since the line of business is the sale of spare parts, it means that near your salon, and for now just near the newly acquired building, there must be a place to park at least five to seven cars. When choosing a premises, be sure to pay attention to the fact that there are no similar stores nearby - competition on the first steps of your activity is of no use to you.
It is better to choose a room that has more than three rooms. One of them should be equipped as a warehouse, the second as a retail space, and all the rest will be utility rooms. It’s great if there is a gas station nearby - sales of such salons are usually one and a half to two times more than others.
In order for your store to develop normally, you should register with the Federal Tax Service as an LLC or individual entrepreneur. After registration you will need to collect:
- fire department permit;
- permission from the sanitary service;
- documentation for the right of territorial property management.
In the case of renting premises, most of the permits must be held by the landlord.
If you decide to rent a building, you must carefully and carefully study the terms of the contract that will need to be signed with the owners.
Pay attention to the clause about the possibility of increasing the rent and study the terms of the increase, and also take a look at who is responsible for paying for utilities.
A mandatory clause in such an agreement should be an indication of penalties for non-compliance with the rules of the agreement, if there are specific nuances, or for early termination of the contract. Don't forget to ask about the possibility of extending the lease - it's better if you have guarantees. Because in the future a situation may arise that you advertise your salon, it will gain popularity, and the lease will expire, and you will be required to immediately vacate the building.
Trade equipment for an auto parts store
The store, of course, requires equipment. Need to purchase:
- showcases;
- shelves;
- boxes and other containers for storing auto parts;
- cash register;
- shells;
- tables.
And a lot of other things are required for normal operation. You will be aware of this as you work.
How to find auto parts suppliers?
Finding large suppliers of auto parts is not a matter of one week. Consider everything possible options, contact the industries, collect as much information as possible about each of them. Analyze your competitor base - there is no point in competing with well-known chain stores.
The largest suppliers of auto parts in Russia are easier to find - they are more popular and have fewer requirements than those that produce parts for foreign cars.
Recruitment
Well-chosen staff is half the success. After all, it is these people who will present the parts; the potential client’s opinion about the spare parts that he came to purchase largely depends on them. Therefore, choosing personnel is a delicate matter that requires some effort. We have compiledlist of qualities that a good salesperson should havein the auto parts showroom.
- Professionalism - you can’t live without it. A person must be able to provide quality information potential buyer about everything that might interest him. It is best if the staff is not only trained according to the standard, but also has a couple of stories from personal experience, which he can deftly use when working with clients.
- Experience is an important point. It’s good if the person working in your salon has extensive experience working with large chain stores specializing in the sale of components and assemblies. This way, you won’t have to teach him the specifics of sales, which, by the way, not every novice entrepreneur understands.
- Ability to speak. Even if an employee of your store is simply a top-level connoisseur of car technology, if he stands quietly on the sidelines and waits for someone to ask him a question, you should not expect success. People who can speak well will bring you much more profit and give your store a good reputation. Moreover, the ability to speak does not mean the ability to talk well about a particular product, but it means to inform as clearly and specifically as possible about the properties of the product, provide data on the quality of production and good cost, and it is also the ability to speak first. Don’t think that consultants who approach potential clients themselves seem intrusive and annoying. The right approach is sure to be successful.
As general advice, I would like to say that it would be better if the salary of a sales consultant is not just on a permanent basis. Let the amount of payments depend on sales - this will be a wonderful incentive for work.
At first, supervise the work of your subordinates. And over time, arrange sudden checks so that they do not relax and continue to work efficiently and with dedication.
Marketing and advertising of an auto parts store
Let's talk about advertising and marketing. Some stores (this applies not only to this type of activity) begin to take regular advertising from the Internet right from the start: they copy images found by a search engine, print texts found on some website. Such stores, as a rule, quickly become bankrupt. Why? The fact is that buyers find the same pictures and the same texts on the Internet, see that this information is not specifically about your service - in other words, they consider your salon frivolous and incapable of selling worthy goods.
There is no need to spare money on promotion. Marketing is the key to success. Don’t be lazy to take a photo of your store, capture something that will indicate the quality of services. Hiring a person to write good and professional texts on a topic is very, very easy these days. There must be a short description for each product; Of course, it will be great if the description is complete and long, but the writing costs will be quite high, since a lot of texts will be required. The main thing is to highlight in the description the main advantages of each part purchased in your salon.
Advertising distribution is also an important aspect. Advertising posts in World Wide Web will help the store double or even triple its popularity. Hire promoters, that is, people who, for a certain amount, will distribute leaflets with your slogans and contacts. It is a mistake to think that this method promotion is not effective, and that the person will throw the received advertisement into the nearest trash bin. Of course, there will be some, but the work of a promoter is an art. Therefore, if you manage to find a professional in this field, it will be very great.
How much will it cost to open a store?
In order to successfully open an auto parts store, which will become relevant in a short time, and the goods in it will be in great demand, you need to have a start-up capital of about one and a half million rubles. If you are able to properly organize the work process, purchase of goods, etc., then your monthly revenue will be about a million. But we mentioned that payback takes longer, and this is due to the fact that in your activities certain nuances will certainly arise that are impossible to calculate, and you will also need to pay for the work of staff, spend considerable sums on promotion and advertising campaigns.
The main costs will be the following:
- expenses for purchasing or renting premises;
- store equipment;
- staff salaries;
- purchase of goods;
- advertising campaign;
- taxes.
Make sure that your capital is enough for all of the above items, because the lack of money at the initial stage is a more than significant problem. For the rest, a clear action plan that you need to follow relentlessly will help you. Good luck!
A car is purchased once, spare parts are purchased constantly. Learn to retain clients and you will build a stable business with high income. Every business has its own secrets of success; we will talk about methods for increasing sales of auto parts in this article.
Client portrait
When selling auto parts, it is important to focus not on an abstract buyer, but on a specific client. About whom we have information - occupation, territorial location, class of car, guideline for selection (deadlines, price), service requirements. You must clearly know who is contacting you and why.
All buyers of auto parts can be divided into three groups:
1. Wholesalers who purchase goods for further resale. It is extremely important for them to buy as cheaply as possible in order to make money on subsequent sales at retail prices. For them, uninterrupted supply and low price.
2. Car services that supply spare parts to their customers. For car services, the assortment and speed of order fulfillment are important. This is the most promising category of clients, since car services need spare parts regularly and large quantities- they always have a demand for them. Car repair shops are the main consumers of expensive spare parts and spare parts for luxury cars. But at the same time, the price may not be the lowest; after all, this is not the main business; the car service earns its main income from work.
According to statistics, the more expensive the car, the more often spare parts for it are purchased by branded service stations, and not by the car owners themselves. Build relationships with branded service centers.
3. Retail buyers- car owners, their friends and relatives purchasing goods for their own needs. The advantage of this category is that they are willing to pay 10-20 percent more if the store is close to their home/office, if they like the service and the work schedule suits them. The downside is that the need for spare parts is not constant. And in order to have a stable income, you need an order of magnitude larger client base.
Our economy and life are so structured that without a car you can’t go anywhere. But this comes in its time and any car sooner or later needs repairs. Here you need a good auto shop to help you buy the necessary parts. Auto parts are a hot commodity, but there is also competition at the moment very large, although literally 5 years ago this market was practically empty, competition is high, even though there are more and more cars. And more than one brain is thinking about the question of how to beat competitors and increase sales. Alas, this is not easy to do, given that market conditions are such that there will be fewer and fewer individual auto stores every year, and with service stations (auto services), they will grow like mushrooms. Or, on the contrary, the owners of auto stores will open service stations, since sooner or later only service stations and wholesale warehouses of auto parts, and auto accessory stores will survive, since this is a completely different market, although it also applies to cars.
So let's return to our topic of how to promote an auto parts store:
Before opening a store and purchasing goods for it, you need to evaluate the market; it is quite difficult to do this on your own, but if you are in the know and have already been engaged and worked in a similar business, it is possible. All you have to do is evaluate the offers of your competitors and evaluate your capabilities and advantages. If the market is oversaturated and you do not have established regular customers, it will not be easy for you, and in the first months you will work at a loss.
If you do not have enough funds to purchase minimum product auto parts, start small, buy essential goods, oils, lamps, filters, belts. And the rest of the goods that may be requested from you can be ordered from the nearest wholesale warehouse; as a rule, the client can wait a day. Yes, it’s not very good that there isn’t much in stock, but this method will help you understand the needs of the market, your potential customers and, in case of failure, not lose a lot of money.
If possible, open a store in a “crowded” place, but not in a supermarket, but near the city center, a large parking lot or a busy highway. Put up a big sign so it attracts attention. You shouldn’t neglect the location, they say everyone will get there anyway by car. You need to open where you can stop by and buy or order the necessary spare parts without spending a lot of time.
It’s difficult to say anything about advertising an auto parts store. Because each city has its own shopping atmosphere. For some, advertising in a local newspaper brings clients, for others it doesn’t bring even one client at all. For another, billboards around the city give results, for another they do not work at all, and these are all quite large expenses. In order to minimize costs, gently turn to specialists or people who have already encountered this in this area! BUT who will tell you these secrets, unless of course he left this business. In a word, you better deal with the marketers locally!
You need to find reliable suppliers of auto parts for the brands you will be dealing with. Why reliable? Yes, because you don’t want to blush in front of your customers when you sell them blatant “g*vn*”. Find those suppliers who will give you good advice and can even help you select difficult parts, although they are not obligated to do this at all.
Find those suppliers who will be able to give, over time, the goods in installments, who will be honest with you and tell the whole truth about the part, even if it is of poor quality. All this in order not to set up your clients; believe me, once you set up or sell a bad spare part to a client, he is unlikely to return to you.
If you still have a large warehouse of auto parts, establish contacts and friendly relations with car services in your city. These are always real customers, and even if they have their own order table at the service station, it is quite possible that they will take parts from you, since you are nearby!
Appearance, for many people, also plays a big role. How is that appearance managers in the store, as well as the appearance of the entire store. If the goods lie neatly on the shelf, in clean packages and the client is served by a cheerful, pleasant manager, the client will be much more pleased to buy a spare part here than in a dirty store where spare parts are without shelves, lying in a heap in the corner of the store, and they are served by a man with a fume with dirty hands up to the elbows in fuel oil.
As for the sellers in the store, these should not be snotty 3rd year students with minimal knowledge of the car, but professionals, serious people who can, at least to a minimum, give the client advice and tell the client what interests him. Well, or at least one professional, although you can simply say that you are a parts seller and not a mechanic, but in any case you should know the minimum.
And if your store has been operating for a long time, but now you have lost a lot of customers or your turnover is stagnant and not growing, you just need to think like a beginner, without your established principles about business promotion. Since our principles sometimes interfere with us, if this or that action did not work 5 years ago, this does not mean that it will not work now. Think about it with a fresh head. Or just find a manager, a sales representative, ambitious with his healthy ideas, who will help customers look at your store with a new perspective.
The main goal of any commercial activity is to make a profit.
To make a profit, customers must buy something from you. And the more successful sales you make, the more you will earn.
Everyone understands this.
But what surprises! It turns out that most salespeople in auto parts stores do not even know basic sales techniques. Moreover, many business owners do not pay enough attention to this issue.
What is the result? There is an operating business, there are reliable suppliers, serious money has been invested in own warehouse, but the store is not operating as efficiently as the owner would like. Why? One of the most important reasons- you don’t know how to sell.
In fairness, it is worth noting that in some stores business is going well due to the enormous hard work and outstanding personal qualities of the owner and sellers. However, would you agree that even in this case you will not refuse to increase your sales?
So, the indisputable fact is that Mastering sales skills is a big plus for any salesperson.
Therefore, we invite you to learn how you could earn more by simply learning the basic principles of building communication with a client.
Let's start with the basics that any seller should master.
Experts identify and formalize several sales techniques.
What is a selling technique?
This is a certain sequence of actions, the precise implementation of which leads to the expected result, in our case, a sale.
There is a so-called "Classical scheme" consisting of five stages.
First stage - Establishing contact
Second - Identifying needs
Third stage - Product presentation
Fourth - Overcoming objections
And fifth - Completing the deal
At first glance, everything is clear. If you conduct the sales process according to this scheme, the likelihood of completing a transaction increases significantly.
Many sales managers, having seen this scheme, will now say to themselves: “I already do all this... first I say hello, then I find out what the client wanted to buy, I offer the product, sometimes I make a discount, and I get money.”
That's all true... but this only works if a loyal customer comes for a specific product to buy it from you at a price that he has previously determined to be acceptable.
What's the catch?
Having worked according to this scheme:
- The seller sold only one specific product.
- The seller made no attempt to sell the product at a higher margin.
- The sales process was controlled by the buyer, not the seller.
- If something had gone wrong, the sale would not have taken place at all.
- You won't see most buyers a second time.
In our opinion, these disadvantages are already enough to seriously reconsider your view of working with a client.
In real life, many sellers, even having heard about this selling technique, do not use it in practice, or do not use it correctly. Unfortunately, most sellers have flaws at every stage. It’s even worse when some stage seems unnecessary to the seller and is simply skipped. Why is this happening? And many people don’t know any other way!
For example, about fifteen years ago, in order to sell something, it was enough to simply have the product - the buyer was not spoiled. The level of market development did not give the buyer the opportunity to choose among hundreds of offers. The market situation has long changed, but this image of the person behind the counter, who simply serves goods from the shelf, still lives in the minds of many sellers. And they continue to work on the same principle today.
I recently spoke with a bankrupt entrepreneur who said that even with a markup of only 4 percent, he could not attract customers.
4%!? Why even engage in this business with a 4% markup?
If you want to sell more and more expensively, you will have to figure out the stages of sales.
It is worth noting that currently specialists in sales methods are subjecting the Classical scheme to some revision and clarification. This is due to the fact that as the market develops, consumer behavior patterns also change. But, nevertheless, the scheme continues to remain relevant, and in order to better understand other schemes in the future, you should first understand the classics. You need to understand the features and importance of each stage and not just understand, but train and begin to apply.
In the following videos we will analyze each stage in detail and do homework.
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Development of online auto parts stores
Stories from our clients
SERVICES FOR PROMOTION OF AUTO PARTS STORES
BUSINESS PLAN FOR AN AUTO PARTS STORE
- Store promotion activities.
- Advertising at the point of sale.
- Working with intermediaries.
To increase sales, you can add to the standard set of services additional services, for example, delivery of auto parts.
Promotion
Promotion activities are aimed at recognizing the store, increasing sales volumes and forming a circle of regular customers. For an auto parts store, these could be the following marketing activities:
- Placement in regional print media.
Increasing sales of auto parts
The choice of newspaper should take into account its target audience (we are only interested in motorists), best option- publications aimed at vehicle owners.
- Printing and distribution of advertising materials (business cards, small flyers). Such printed materials should be distributed in crowded places. target audience- near the traffic police, in the parking lots of shopping centers, in cars at intersections (in the area of the store). The printing should contain a list of main products (for which brands of cars do you sell spare parts), contacts, directions, and always some interesting offer that will “hook” a potential buyer (discounts, gifts, etc.).
- Advertising on transport.
- Advertising on billboards.
- Radio advertising.
Advertising at the point of sale
To make you easy to find, you need to take care of identifying the store. These should be the following types of outdoor advertising:
- Signboard.
- Stationary or remote structure - citylight (optimally - near the roadway, better - near a traffic light).
Working with intermediaries
To increase sales volumes, think about through whom other clients can come to you. For example, you may find agreements on mutual exchange of information with the following companies useful:
In order for the clients of intermediaries to find out about you, agree that they distribute your promotional materials to their clients, and you, in turn, will do the same.
On our portal you can see a business plan for opening an auto parts store for Chinese cars
How to sell auto parts? Sales stages
Promotion of an auto parts store: attracting new customers and bringing back old ones
There are a lot of ways to advertise a product or service, and they all differ in effectiveness, cost and degree of influence on a specific target audience. If you sell kitchen sets, the housewives for whom everything is made can be easily found through teleshopping. But it is useless to sell auto parts in the same way. The target audience, if they look into the TV store, does so in passing, while finishing their sandwich.
Marketers are seeing a steady increase in online advertising performance. But today the Internet audience covers no more than 30% of the total clientele on average across industries. According to the most optimistic forecasts, this figure will reach 50% no sooner than in 5-7 years. This means that business advertising outside the Internet remains relevant, including for the long term.
Advertising is a significant expense item in the accounting department of any company. In the automobile business, marketing and advertising costs are usually in the region of 5-7% of revenue. A long-running store with a monthly income of 10 million and a novice entrepreneur who has just reached the level of 300 thousand rubles have different financial capabilities. Therefore, it is important to choose a type of advertising that will be effective, but will not ruin all other areas of the company's financial investments.
Advertising for a small business
— business cards;
- graffiti on asphalt (a method that causes irritation, but is sometimes effective).
Benefits of distributing leaflets:
- low cost;
— accessibility;
- large coverage.
Flaws:
— low efficiency;
- limited information content.
You should not rely on leaflets as the main means of advertising. Trust in them is quite low: 80% of respondents throw away leaflets without reading them. Of the remaining 20%, only a few will remember the name of the company. In the automobile business, it is popular to distribute leaflets by placing them under car windshield wipers in the parking lots of shopping centers, but this method is controversial: some drivers are downright irritated by it, so it can damage their reputation.
Advantages:
- low price;
— unlike leaflets, a business card can be put in your wallet.
Flaws:
— average efficiency;
- low information content.
Distributing business cards is more productive. They're compact and are more likely to be left in a potential customer's wallet. Two main questions: how to design a business card and where to distribute it.
Business cards are produced by printing houses and advertising agencies. You can make them yourself, but the savings are not always justified. You can only make standard business cards using templates on the Internet. To create original business cards with individual fonts and designs, you will have to master computer skills graphic editors. And this is a waste of time, which is better spent on more worthwhile concerns, and entrusting the development of business cards to professionals.
When ordering business cards, it is important to maintain a balance between price and quality. Expensive silk-screen printing or thermal printing for promotion of a small enterprise is unjustified, and paper business cards quickly lose their appearance and are thrown away.
How to attract new customers and increase profits by 40%?
The best option is cardboard with color printing.
Traditional promotion using business cards is an agreement on mutually beneficial cooperation with business representatives from related industries. For example, car service owners place business cards in spare parts stores, car washes, tire shops, etc. Less common, but no less effective, are other channels: for example, placing business cards of a car service center or auto shop at the point of sale of draft beer. The foamy drink is popular among the target audience, and in line there is time to pay attention to the business card and take it with you.
Graffiti on the asphalt
In many regions this type of advertising is not common, although, say, in Moscow it will not surprise anyone. Using graffiti, you can use arrows to mark the path to the store, as well as place the company logo, address and contact phone number businesses where many people can see them. To get the job done, you can negotiate with graffiti lovers in your region (it’s quite easy to find them through social networks). The cost of such advertising is minimal.
This method is ambiguous in that in certain regions or areas of cities it is possible to attract the attention of the police or security guards of shopping centers if advertising is placed in the parking lot. In any case, at the legislative level there are no prohibitions on graffiti on asphalt (unlike buildings, structures that are privately owned, as well as cultural objects).
Advertising for a developed enterprise
As business develops, advertising costs should increase in direct proportion. This is an axiom, because it is advertising that is the catalyst for sales, and not vice versa. Let's say, when an auto shop reaches an average income of 2-3 million per month, advertising costs should increase proportionally from 30-35 thousand rubles. per month at the beginning of work up to 100-130 thousand rubles.
Among the popular ways to promote a developed business:
— wide audience coverage;
— any geography of location;
- long-term perspective.
— the need to monitor placement and condition;
- short period of contact with the audience.
The cost of outdoor advertising and its effectiveness vary greatly. The price depends on its type, location, size and region. There are no universal recommendations for placing outdoor advertising. The greatest effectiveness is achieved by a comprehensive advertising campaign, for the detailed development of which you should contact a professional agency.
Market leaders in the automotive business consider this method the most effective. And this is not surprising: according to statistics, more than half of motorists constantly listen to the radio on the road, and another third alternates it with digital media.
Advantages:
— wide audience coverage at any time of the day;
— long term contact with the audience;
— low price per roller;
- quick effect.
Flaws:
— the need to repeat advertising messages multiple times;
Radio advertising is usually chosen by large players in regional automotive markets: car dealers, chain retailers, large car service centers and auto shops. By choosing radio advertising, you can significantly expand the geography of your business and increase your company’s recognition. They are often carried out for image purposes. Radio advertising campaigns are especially effective during business expansion, opening new locations in other areas, during rebranding, in combination with advertising campaigns, etc.
Advertising in the print press can be divided into two types: information advertising in newspapers, including free ones, and image advertising in thematic publications. Many marketers believe that the era of the printed press is a thing of the past. It has been replaced by cheaper, mobile and high-media advertising on the Internet. This is partly true: the relevance of newspapers with advertisements is decreasing from year to year.
But thematic printed publications do not have these problems. Automotive magazines are in steady demand among the target audience, their number is quite large, and advertising in them is promising for medium and large automobile businesses.
Advantages:
— reaching exclusively the target audience;
— many magazines have online options, so you can use a full range of media capabilities;
- significant improvement in image.
— limited geography: in many regions there are no locally readable printed automotive magazines.
Advertising outside the Internet remains a relevant and promising area of business development to this day. Effective tools Here you can find both a novice entrepreneur with a limited budget and a developed business that has already found its niche in the market.
When developing an advertising campaign, it is important to understand that only an integrated approach and the use of different areas of advertising will give optimal results. And if the business is at the initial stage of its existence and is just conquering its market, and the advertising budget is limited, it makes sense to introduce new areas of advertising not once, but gradually, in order to actually see their effectiveness (whether there is an increase in traffic or not). In this case, you can quickly abandon ineffective advertising methods or quickly change them.
