Philippine E-Journals

Customer Relationship Management: Enhancing Sales Performance of Automobile Businesses

Danica Tatoy | Judy Ann Ong Ferrater-gimena | Ily Abella

Discipline: business studies

 

Abstract:

Car dealerships served as the primary point of contact between consumers seeking new or used vehicles. Selling this type of product requires many marketing strategies and persuasive tactics. However, there is limited literature on the specific car-selling experience of sales agents. Hence, this study explored the experiential focal points of marketing personnel—specifically, salespersons at selected Toyota automobile dealerships in Cebu, Philippines, a group vital to generating sales. The research employed an exploratory design with thematic analysis to analyze data from salespersons at three Toyota branches: Toyota Mandaue North, Toyota Mabolo, and Toyota Cebu City. The findings reveal a multifaceted sales process that commences with Preparation and extends through professional development, product mastery, and widening public exposure. At the opening and needs Assessment phases, building rapport, probing customer needs for targeted recommendations, and converting interest into sales by boosting information have been significant processes. During presentations and negotiations, salespersons focused on tailoring car unit features to specific needs, highlighting the model's value proposition, and acting as a solutions agent by offering affordable financing options. Successful delivery is underpinned by thorough preparation for customer relationship management and effective customer service. Likewise, achieving marketing objectives—increasing sales and expanding market share—was driven by embracing social media marketing, leveraging the Toyota incentive program, and upholding Toyota's enduring legacy of durability and reliability. Thereby, the vital role of sales personnel is in maintaining Toyota's long-standing rank as the number one manufacturer and distributor of automobiles in Cebu and the world. So effective car selling entails psychological prowess to attract new and retain existing clients, which calls for continuous training programs and forging partnerships with business associates and digital marketing, including social media platforms, to strengthen customer relationship management in the automotive industry.