Improve gas station sales:
Actively develop customers, gradually promote sales: gas station is a long life cycle, traditional and solid industry, its success requires long-term development. The development of customers is also the same, we have to create the conditions, steady development of customers, do not give up any opportunity that comes to us, and not too blind, with a responsible attitude towards customers to develop our sales.
"Weight and quality", moderate concessions: concessions is a means of developing customers, for some of the concessions given to customers, there are moderate, to consider all aspects of the benefits before making a decision, can not simply rely on this method to promote sales. The maintenance of this relationship is very unreliable, and when the supply of oil is tense, this relationship will also be tense. At special times, from the development of long-term customer considerations, the company can, and is allowed to sacrifice the interests of the moment, in exchange for long-term interests, which is also the company delivered to us the right to trust us, but this is only the rights and interests of the policy, rather than the fundamental policy. A qualified manager should not only do a good job of oil sales, but also pay attention to the profits behind the sales.
Strengthen the testing of oil quality and maintain good relations with customers: customers come to our station mainly to refuel, which is their fundamental purpose. If the quality of our oil is guaranteed, we will naturally win the hearts of our customers and have a steady stream of customers. On the contrary, if the quality of oil is not good, it is useless if we have good promotional methods. Good promotional methods are only to improve the customer's recognition of us in the same level of gas station, while the quality of oil is not good, he will eliminate us in the first stage of making choices. Therefore, gas station managers must do a good job of testing the quality of oil. Because of the limitations of the gas station inspection conditions, so we must pay attention to maintain good contact with customers, timely detection of problems and reflect the problem to the relevant departments in order to get a timely solution. We maintain good contact with customers, and actively deal with their opinions, they feel our respect for them in our actions, their own self-esteem is satisfied, will naturally trust us more.
Actively promoting the convenience store business: At present, although the development of convenience stores in the entire gas station industry in our country is not going well, there are some people who taste the sweetness in it. Currently in our network to carry out the convenience store contracting business, indeed on the one hand stimulate the enthusiasm of the staff, but also make the company's interests have a certain protection, but this is not the fundamental purpose after all. Because of its long-term effective implementation, to make the company, the interests of both sides of the staff are guaranteed before, either party can not be unconditional loss! And only in the gas station managers with the front-line staff to really do, to proactively explore sales methods suitable for this site, so that the surrounding residents to experience the convenience of the three parties *** with the benefits, is the root of the problem.
Emphasis on staff service awareness, and constantly improve the level of service: the current competition in the gas station, excluding the gas station's own geography, scale, oil quality, the most important is the service, the level of service, from a side can reflect a gas station's own level of high and low. Any successful gas station will have its own advantages in terms of service that are different from those of its competitors.
The way to increase the sales volume of a single station: the development of the network of gas stations, the commissioning of new stations can only promote the growth of retail sales volume from the extension, in the case of increasingly fierce competition in the market, the construction of new outlets is becoming increasingly difficult to improve the overall sales volume of the enterprise, we must adhere to the expansion of the connotation of the main to improve the sales volume of a single station. The ways to improve the single-station sales of gas stations mainly include the following aspects:
High-efficiency management mechanism and management mode is the prerequisite to improve the daily sales of single station:
Establish the management concept of "management is an important basic work to promote the gas station to cope with the market competition, and to improve the operating results". Improve and optimize the management structure of gas stations, strengthen the management functions of gas station management departments and gas station managers, optimize the job structure and simplify the management level, break the geographical boundaries, and gradually implement flat management in the regional companies, rationalize the management process, study and formulate reasonable oil distribution paths, prevent conflicts in the work procedures, and standardize marketing behavior.
Cultivating professional talents, selecting and hiring personnel with strong sense of enterprise, positive style, understanding of management, and good management to be station managers, improving the management level of gas stations, separating responsibilities, rights, and benefits, forming an orderly and efficient management system of gas stations, and establishing a new type of marketing mechanism that is flexible in operation, standardized in management, combining macroscopic and microscopic aspects, and adapting to the needs of market competition.
The management of gas stations should strengthen the coordination of retail work and provide strong support for gas stations. Business, finance, labor and capital departments continue to improve the guidance, coordination and service to the gas station, deal with the relationship between retail, distribution, wholesale, sales, profits, expenses and distribution, to prioritize the retail increment and profit generation as a prerequisite for the real establishment of retail in the operation of the work of the primary position.
Target market research and segmentation is an important part of improving the sales of gas stations: gasoline managers must clearly understand the target market and competitors in their region, know your enemy and know yourself, and must be clear about the state of economic development in the region and the development plan. Understanding of oil consumption and its growth, the competitive situation of the market and the main competitors must be clear about the type of location of the gas station, the road in front of the station and the traffic flow, the service radius and competitors within the radius.
Market Segmentation. According to the market research and analysis report, to distinguish between high-efficiency market and low-efficiency market, strong market and weak market, price-sensitive market and insensitive market. In the high-efficiency market, strong market area, the gas station's work focuses on stabilizing the market order, to ensure that the price in place rate and retail profits. In the inefficient market, weak market area, take active marketing strategy, gradually increase retail market share. In price-sensitive market areas, we flexibly utilize the "volume-price relationship" to grasp the interaction between volume and price, in accordance with the idea of "retailing to ensure benefits, wholesale price stabilization, distribution to grab the market" and "strive to ensure market share, implement the interaction between volume and price, strengthen the control of terminals, and prioritize benefits". In accordance with the idea of "ensuring market share, implementing volume-price interaction, strengthening terminal control, and prioritizing benefits" and the principle of "ensuring market share, implementing volume-price interaction, strengthening terminal control, and prioritizing benefits", the company will subdivide the market and the users to find the optimal combination of volume-price interaction and maximize the retail benefits while increasing the sales volume of each station. Each gas station is required to conduct regular analysis of the volume-price balance relationship to determine the normal range of changes in refueling volume based on its geographic location, network layout, and oil demand in the region. When the market changes and the refueling volume changes beyond the normal range, it is necessary to analyze the reasons and formulate countermeasures in a timely manner. Gas stations should feel the experience in practice, to establish and improve the single-station volume and price warning system.
Categorization of gas stations. Study the characteristics of different types of gas stations and develop a differentiated management model. One type of station is the efficiency station, focusing on maximizing profits. The second type of station is a sales station, focusing on maximizing sales. Type III stations are potential stations, focusing on tapping the potential to increase efficiency, filling the space for sales growth, and gradually transforming into efficiency and sales stations. The fourth type of station is a loss-making station, focusing on reversing losses and maintaining flatness. For gas stations with low sales volume and long-term losses, internal contracting of expenses or sales volume, simulated profit assessment and other mechanisms are adopted to activate the gas stations. For gas stations with inherent deficiencies and no hope of reversing losses, the company will resolutely close them down. PetroChina's implementation of the gas station standardization and star creation activities is also an important way to promote gas stations to continuously improve sales.
Customer grouping. According to the marketing characteristics of the gas station, the customer is divided into mobile customers, fixed customers, institutional customers, the implementation of differentiated management. Gas station managers should do a good job of customer segmentation In understanding the customer's current needs at the same time to explore their potential needs, targeted to meet the needs of customers. For mobile customers, mainly through improving station appearance and increasing brand image publicity, increase the rate of entry and return rate, and through further quality service into fixed customers. For institutional customers, it is necessary to formulate a customer development plan and take effective measures to reduce their price sensitivity with good service, such as participating in the oil procurement of government agencies and the oil bidding of large-scale projects.
The scale effect of terminal sales network and brand advantage is the guarantee to increase the sales volume of a single station: at present, many gas stations belonging to regional sales companies do not formulate and form a unified sales strategy in terms of business strategy, and are fragmented and fighting on their own, so that the enterprise's advantages in terms of brand, network, quality, and capital are not given full play to, and the so-called marketing program of gas stations is often confined to the circle of price cuts, discounts, and concessions.
After PetroChina gradually completed the scale expansion of its retail network, the "one-two punch" sales method of each gas station is only a short-term behavior in the process of marketization, and in the homogenization of the oil market competition, the branding strategy is an important means of marketing, and PetroChina's "terminal sales" scale effect is the same as that of the "PetroChina" terminal. The scale effect and brand advantage of "PetroChina" terminal sales will lead to the gradual increase of the overall sales volume of PetroChina gas stations. Establishing and defending the brand image of "PetroChina" will help to update the business operation of refined oil retailing, and the refined oil sales terminal gas stations will realize the self-presentation, in terms of external contact, retail environment, user relationship, logo, color, and so on. In terms of external links, retail environment, user relations, logos, colors, images and other aspects, they will be integrated with the spirit of the enterprise.
From the long-term perspective of fostering the core competitiveness of the enterprise, fully recognizing the strong attraction of strong brands to the core customer base, and taking into account the actual situation, executing a unified marketing strategy for the regional market, further reducing marketing costs, standardizing marketing behaviors, and realizing the network effect of marketing.
Cultivating and publicizing a brand is a long-term investment. Through scientific analysis, positioning and planning, and cultivating customer loyalty to the brand, we rely on the establishment of a strong brand to establish a competitive advantage.
4. "Affectionate and professional service" is the key to increasing the sales volume of a single station at a gas station: to establish the "gas station is a retail service industry, service is the best means of promotion of the marketing concept".
Taking the market as the guide, setting up customer-centered values, increasing the added value of commodities with high-quality services, striving to realize the transformation of the gas station from a commodity operation type to a marketing service type, and providing customers with "affectionate" and "professional" services. The company's main goal is to improve the quality of its products and services, and to improve the quality of its products and services, and to improve the quality of its products and services. Gas station not only in the station appearance on the beautification, greening, hardening, but also to create a mobilization of human needs of the atmosphere, pleasing to the eye of the convenience store, spacious and bright gasoline island, clean restrooms, valiant gasoline staff, smiling "welcome", professional, fast, standardized fueling operations, touching scenes of passionate service and a modern atmosphere of sales environment. The modern sales environment can arouse people's desire to buy and attract more refueling vehicles.
Tank filling rate: Appropriately using the "13 steps" in the refueling service operation program to change "Hello, how much?" to "Hello, how much? to "Hello, fill up?"
Customer return rate. Professional, enthusiastic star-level service is an important way to win the customer's word of mouth. Through continuous innovation, so that customers feel the "unexpected" value-added services, not only to retain the ties of old customers, but also to attract new customers of the signboard. Therefore, constantly stand in the customer's point of view to study the customer psychology and improve marketing thinking, so that customers also become consciously for the gas station's good service obligation to publicize the "carrier", the increase in sales of gas stations will play a multiplier effect.
Customer satisfaction rate. The ultimate goal of the gas station star service is to achieve "everything to your satisfaction", and the realization of "everything to your satisfaction" is "everything to do". Gas station for different customers can choose and adhere to one-stop a policy, a person a policy of personalized service, extended service, whether "Mercedes-Benz" or "motorcycle", the same, so that every customer is satisfied with the diversity of services.
Changing the "sitting business" to "business" is an important marketing tool to increase the sales volume of a single station
The gas station in the region, should be the market situation and the needs of mobile customers, fixed customers, in-depth research and innovation. In the marketing time and space according to the marketing of the target market and customer orientation to be targeted.
A gas station is a sales representative, each employee is an oil salesman. Take "go out, please come in" and scientific marketing steps, retail marketing methods, and gradually live and improve customer files, customer visits plan to expand sales, the conditions of the gas station can be equipped with small mobile oil trucks, hotels, restaurants, construction sites, etc. to implement the phone booking oil delivery service, change the guest gasoline for the mobile oil delivery. In the sale of oil at the same time sales service, publicize the brand, both closer to the distance between the customer, but also can significantly increase the gas station's sales of a single station.
"Good wine is not afraid of the deep alley" has become an old adage. In the era of branding, gas station managers must learn to be good at different occasions to more customers to promote their goods and services.