[Interview] Shin Pyeongcheol, Sales Manager at Hansung Motors Benz Certified Used Car Yongdap Showroom
[Asia Economy Reporter Suyeon Woo] "I never judge customers based solely on their appearance. I always do my best to assist even those who do not have immediate purchase intentions."
Shin Pyeong-cheol, Sales Manager at Hansung Motors Certified Used Car Yongdap Showroom, is a 'sales master' who consistently sells over 150 Mercedes-Benz certified used cars annually. Having secured the top sales position in the Mercedes-Benz certified used car category for five consecutive years, he is confident in reaching a cumulative sales record of 1,000 units this year.
On the 1st, we met Manager Shin at the Yongdap showroom to learn about his sales know-how for satisfying demanding used car customers. He emphasized that the key to becoming a top salesperson is maintaining an attitude of giving your best to every customer without prejudice. Shin said, "Even those who seem not to have purchase intentions at the moment are potential customers. If you treat them sincerely until the end, they may come back later or connect you through referrals."
Used cars vary greatly in price depending on their history, making customer service much more challenging than for new cars. Especially, customers visiting the Yongdap showroom often come having already researched all the information about the vehicles online, so a broad understanding and knowledge of the cars are essential for sales staff.
Manager Shin’s role is to find a single used car that matches the buyer’s budget, model, year, and driving style from a database of hundreds of vehicles. He explained, "By continuously asking questions and understanding the customer's preferences, the list of candidates narrows down to three or four cars. If none of these fully satisfy the customer, I wait for new arrivals and then make recommendations."
According to Manager Shin, the advantage of Mercedes-Benz certified used cars is that the manufacturer directly conducts inspections on 198 items, ensuring product reliability. Additionally, only accident-free vehicles within 6 years or 150,000 km are selected, and customers receive an additional 1-year or 20,000 km free vehicle warranty. Another benefit is that the vehicle inspection history can be checked at a glance. Moreover, Mercedes-Benz used cars have excellent durability, resulting in less depreciation compared to other brands.
Shin explained, "Selecting only vehicles within 6 years or 150,000 km and providing an additional warranty up to 1 year or 20,000 km means the manufacturer offers a total free warranty of 7 years or 170,000 km for a single vehicle. This is a considerable period among imported car brands and indicates confidence in the vehicle’s quality and durability."
Based on these advantages, Mercedes-Benz Korea’s certified used car business has recorded double-digit growth annually. Last year, sales of Mercedes-Benz certified used cars reached 6,450 units, a 39% increase compared to the previous year, and grew more than 22% in 2018 as well.
To revitalize the certified used car ecosystem, Mercedes-Benz Korea will hold a 'Certified Used Car Festival' from the 5th to the 14th at 21 showrooms nationwide. During the festival, customers purchasing used cars will receive an additional 10,000 km free vehicle warranty on top of the existing 1 year/20,000 km warranty. Also, for the first time at a domestic certified used car showroom, test drive services will be offered, and the small adapter for connectivity functions, the 'Mercedes me Digital Assistant,' will be provided free of charge.
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