情報デザインの齋藤信幸です。
国内にしろ海外にしろ、すべての顧客に対して直接販売する場合と代理店（車の場合はディーラー）を活用する場合とがあります。
以前在籍していたK社（半導体関連検査装置メーカー）の場合、顧客を層別し、売り上げが大きく今後のリターンも期待できる顧客や戦略的に重要な顧客は直販、それ以外は代理店とする分け方を原則としていました。
また、製品の価格が安く、顧客が全国に分布しているものは代理店経由の販売としていました。
代理店の選択基準、代理店のトレーニング、代理店の活性化・評価・整理など課題も多かったですね。
Ronさんは、トラックのセールスマンのトレーニングを行い、いすゞ自動車だけでなくGMからも高い評価を受けました。
また、セールス・トレーニングだけでなく、ディーラー経営のセミナーなども行いました。
代理店とどう付き合っていくか、参考にしていただければと思います。
Chapter #11: GENERAL MANAGEMENT & OTHER SEMINARS
With the success of the salesman and sales management seminars, I started to produce other seminars that would improve the operation of a vehicle dealership.
DEALERSHIP GENERAL MANAGEMENT ディーラーの一般的なマネージメント
An automobile dealership is more than just one business. Each department in the dealership could act as its own business with the exception of the top management and overall accounting. There are vehicle sales departments, parts and accessories departments, mechanical service departments, bodywork departments, vehicle finance and insurance departments and leasing and rental departments. All of these departments could make money.
ディーラーの利益改善のプログラムを開発
There were times when Isuzu dealerships in some countries wanted to buy vehicles but the dealership’s financial situation was so bad that they could not pay for them even though there is a market and demand. Therefore, I developed a training program to improve the overall profitability of the dealership, centering on the three biggest departments (vehicle sales departments, vehicle service departments and vehicle parts departments). The program I developed promoted the concept that all departments should be profitable.
VEHICLE SALES DEPARTMENTS
For vehicle sales department, there are two types. The new vehicle department buys vehicles from the manufacturer and sells them to the public. The used vehicle department buys vehicles from the market, works on them in the service department and re-sells them to the market at a higher price over the cost of repairs and the price paid to purchase them.
The sales management program that I have discussed helps the profitability of the vehicle sales department. In most passenger car dealership cases, this is where most of the money in the dealership is made.
SERVICE DEPARTMENT
This seminar was developed because many car and truck dealerships lose money in their service department. So, I started this training by introducing how money is made from vehicle service and maintenance labor sales.
Interestingly, the fixed asset investment made in the service department is the highest in a dealership with all the equipment required. Also, interestingly their product is labor time. In some dealerships, service gets credit for selling parts, but most of their sales is in the form of labor service. They buy the parts from the parts department, take a margin and sell the parts to the customer along with the labor charge.
Another interesting thing about the service department is that it can keep customers coming to the dealership after a vehicle is sold. So, repeat business can be generated as well as referrals.
When attending one of General Motors’ training programs, I received a very interesting survey for analyzing the service department. It covered active customers, inactive customers, employees and the service manager himself. It was an interesting study, and I was able to apply that material to many retail businesses.
The service department has three main customers. It repairs vehicles that users have. The work is usually broken down into service (when a vehicle does not work right) and preventive maintenance, which is scheduled.
It also does work on warranty and charges the manufacturer.
Lastly, it does work for other departments in the dealership. For example, it checks new vehicles coming in from the manufacturer. In this case, it charges the sales department. It installs accessories. This could be charged to the parts department or the sales department.
Other topics in this training covered utilization of people, equipment and space, etc. That was fun to look at, as well as how to sell and promote added service to the service customer.
パーツ部門に関しては、次回に譲ります。
国内にしろ海外にしろ、すべての顧客に対して直接販売する場合と代理店（車の場合はディーラー）を活用する場合とがあります。
以前在籍していたK社（半導体関連検査装置メーカー）の場合、顧客を層別し、売り上げが大きく今後のリターンも期待できる顧客や戦略的に重要な顧客は直販、それ以外は代理店とする分け方を原則としていました。
また、製品の価格が安く、顧客が全国に分布しているものは代理店経由の販売としていました。
代理店の選択基準、代理店のトレーニング、代理店の活性化・評価・整理など課題も多かったですね。
Ronさんは、トラックのセールスマンのトレーニングを行い、いすゞ自動車だけでなくGMからも高い評価を受けました。
また、セールス・トレーニングだけでなく、ディーラー経営のセミナーなども行いました。
代理店とどう付き合っていくか、参考にしていただければと思います。
Chapter #11: GENERAL MANAGEMENT & OTHER SEMINARS
With the success of the salesman and sales management seminars, I started to produce other seminars that would improve the operation of a vehicle dealership.
DEALERSHIP GENERAL MANAGEMENT ディーラーの一般的なマネージメント
An automobile dealership is more than just one business. Each department in the dealership could act as its own business with the exception of the top management and overall accounting. There are vehicle sales departments, parts and accessories departments, mechanical service departments, bodywork departments, vehicle finance and insurance departments and leasing and rental departments. All of these departments could make money.
ディーラーの利益改善のプログラムを開発
There were times when Isuzu dealerships in some countries wanted to buy vehicles but the dealership’s financial situation was so bad that they could not pay for them even though there is a market and demand. Therefore, I developed a training program to improve the overall profitability of the dealership, centering on the three biggest departments (vehicle sales departments, vehicle service departments and vehicle parts departments). The program I developed promoted the concept that all departments should be profitable.
VEHICLE SALES DEPARTMENTS
For vehicle sales department, there are two types. The new vehicle department buys vehicles from the manufacturer and sells them to the public. The used vehicle department buys vehicles from the market, works on them in the service department and re-sells them to the market at a higher price over the cost of repairs and the price paid to purchase them.
The sales management program that I have discussed helps the profitability of the vehicle sales department. In most passenger car dealership cases, this is where most of the money in the dealership is made.
SERVICE DEPARTMENT
This seminar was developed because many car and truck dealerships lose money in their service department. So, I started this training by introducing how money is made from vehicle service and maintenance labor sales.
Interestingly, the fixed asset investment made in the service department is the highest in a dealership with all the equipment required. Also, interestingly their product is labor time. In some dealerships, service gets credit for selling parts, but most of their sales is in the form of labor service. They buy the parts from the parts department, take a margin and sell the parts to the customer along with the labor charge.
Another interesting thing about the service department is that it can keep customers coming to the dealership after a vehicle is sold. So, repeat business can be generated as well as referrals.
When attending one of General Motors’ training programs, I received a very interesting survey for analyzing the service department. It covered active customers, inactive customers, employees and the service manager himself. It was an interesting study, and I was able to apply that material to many retail businesses.
The service department has three main customers. It repairs vehicles that users have. The work is usually broken down into service (when a vehicle does not work right) and preventive maintenance, which is scheduled.
It also does work on warranty and charges the manufacturer.
Lastly, it does work for other departments in the dealership. For example, it checks new vehicles coming in from the manufacturer. In this case, it charges the sales department. It installs accessories. This could be charged to the parts department or the sales department.
Other topics in this training covered utilization of people, equipment and space, etc. That was fun to look at, as well as how to sell and promote added service to the service customer.
パーツ部門に関しては、次回に譲ります。
