导购员培训手册2.doc

Lesson 1 A private conversation 私人谈话Last week I went to the theatre. I had a very good seat. The play was very interesting. I did not enjoy it. A young man and a young woman were sitting behind me. They were talking loudly. I got very angry. I could not hear the actors. I turned round. I looked at the man and the woman angrily. They did not pay any attention. In the end, I could not bear it. I turned round again. I cant hear a word! I said angrily. Its none of your business, the young man said rudely. This is a private conversation!.Lesson 2 Breakfast or lunch? 早餐还是午餐？It was Sunday. I never get up early on Sundays. I sometimes stay in bed until lunch time.Last Sunday I got up very late. I looked out of the window. It was dark outside. What a day! I thought. Its raining again. Just then, the telephone rang. It was my aunt Lucy. Ive just arrived by train, she said. Im coming to see you. But Im still having breakfast, I said.What are you doing ? she asked. Im having breakfast, I repeated.Dear me, she said. Do you always get up so late ? Its one oclock!Lesson 3 Please send me a card 请给我寄一张明信片 Postcards always spoil my holidays. Last summer, I went to Italy. I visited museums and sat in public gardens. A friendly waiter taught me a few words of Italian. Then he lent me a book. I read a few lines, but I did not understand a word. Every day I thought about postcards. My holidays passed quickly, but I did not send any cards to my friends. On the last day I made a big decision. I got up early and bought thirty-seven cards. I spent the whole day in my room, but I did not write a single card !Lesson 4 An exciting trip 激动人心的旅行I have just received a letter from my brother, Tim. He is in Australia. He has been there for six months. Tim is an engineer. He is working for a big firm and he has already visited a great number of different places in Australia. He has just bought an Australian car and has gone to Alice Springs, a small town in the centre of Australia. He will soon visit Darwin. From there, he will fly to Perth. My brother has never been abroad before, so he is finding this trip very exciting.Lesson 5 No wrong numbers 无错号之虞 Mr James Scott has a garage in Silbury and now he has just bought another garage in Pinhurst. Pinhurst is only five miles from Silbury, but Mr Scott cannot get a telephone for his new garage, so he has just bought twelve pigeons. Yesterday, a pigeon carried the first message from Pinhurst to Silbury. The bird covered the distance in three minutes. Up to now, Mr Scott has sent a great many requests for spare parts and other urgent messages from one garage to the other. In this way, he has begun his own private telephone service.Lesson 6 Percy Buttons 珀西巴顿斯I have just moved to a house in Bridge Street. Yesterday a beggar knocked at my door. He asked me for a meal and a glass of beer. In return for this, the beggar stood on his head and sang songs. I gave him a meal. He ate the food and drank the beer. Then he put a piece of cheese in his pocket and went away. Later a neighbour told me about him. Everybody knows him. His name is Percy Buttons. He calls at every house in the street once a month and always asks for a meal and a glass of beer.Lesson 7 Too late 为时太晚 The plane was late and detectives were waiting at the airport all morning. They were expecting a valuable parcel of diamond from South Africa. A few hours earlier, someone had told the police that thieves would try to steal the diamonds. When the plane arrived, some of the detectives were waiting inside the main building while others were waiting on the airfield. Two men took the parcel off the plane and carried it into the Customs House. While two detectives were keeping guard at the door, two others opened the parcel. To their surprise, the precious parcel was full of stones and sand!Lesson 8 The best and the worst 最好的和最差的Joe Sanders has the most beautiful garden in our town. Nearly everybody enters for The Nicest Garden Competition each year, but Joe wins every time. Bill Friths garden is larger than Joes. Bill works harder than Joe and grows more flowers and vegetables, but Joes garden is more interesting. He has made neat paths and has built a wooden bridge over a pool. I like gardens too, but I do not like hard work. Every year I enter for the garden competition too, and I always win a little prize for the worst garden in the town!Lesson 9 A cold welcome 冷遇On Wednesday evening, we went to the Town Hall. It was the last day of the year and a large crowd of people had gathered under the Town Hall clock. It would strike twelve in twenty minutes time. Fifteen minutes passed and then, at five to twelve, the clock stopped. The big minute hand did not move. We waited and waited, but nothing happened. Suddenly someone shouted, Its two minutes past twelve! The clock has stopped! I looked at my watch. It was true. The big clock refused to welcome the New Year. At that moment everybody began to laugh and sing.Lesson 10 Not for jazz 不适于演奏爵士乐We have an old musical instrument. It is called a clavichord(翼琴). It was made in Germany in 1681. Our clavichord is kept in the living-room. It has belong to our family for a long time. The instrument was bought by my grandfather many years ago. Recently it was damaged by a visitor. She tried to play jazz on it! She struck the keys too hard and two of the strings were broken. My father was shocked. Now we are not allowed to touch it. It is being repaired by a friend of my fathers.Lesson 11 One good turn deserves another 礼尚往来I was having dinner at a restaurant when Harry Steele came in. Harry worked in a lawyers office years ago, but he is now working at a bank. He gets a good salary, but he always borrows money from his friends and never pays it back. Harry saw me and came and sat at the same table. He has never borrowed money from me. While he was eating, I asked him to lend me &2. To my surprise, he gave me the money immediately. I have never borrowed any money from you, Harry said, so now you can pay for my dinner!Lesson 12 Goodbye and good luck 再见，一路顺风Our ncighbour, Captain Charles Alison, will sail from Portsmouth tomorrow. We shall meet him at the harbour early in the morning. He will be in his small boat, Topsail.Tapsail is a famous little boat. It has sailed across the Atlantic many times. Captain Alison will set out at eight oclock so we shall have plenty of time. We shall see his boat and then we shall say good-bye to him. He will be away for two months. We are very proud of him. He will take part in an important race across the Atlantic.Lesson 13 The Greenwood Boys 绿林少年The Greenwood Boys are a group of popular singers. At present, they are visiting all parts of the country. They will be arriving here tomorrow. They will be coming by train and most of the youngpeople in the town will be meeting them at the station. Tomorrow evening they will be singing at the Workers Club. The Greenwood Boys will be staying for five days. During this time, they will give five performances. As usual, the police will have a difficult time. They will be trying to keep order. It is always the same on these occasions.Lesson 14 Do you speak English? 你会讲英语吗？I had an amusing experience last year. After I had left a small village in the south of France, I drove on to the next town. On the way, a young man waved to me. I stopped and he asked me for a lift. As soon as he had got into the car, I said good morning to him in French and he replied in the same language. Apart from a few words, I do not know any French at all. Neither of us spoke during the journey. I had nearly reached the town, when the young man suddenly said, very slowly, Do you speak English? As I soon learnt, he was English himself!Lesson 15 Good news 佳音 The secretary told me that Mr. Harmsworth would see me. I felt very nervous when. I went into his office. He did not look up from his desk when I entered. After I had sat down, he said that business was very bad. He told me that the firm could not afford to pay such large salaries. Twenty people had already left. I knew that my turn had come. Mr. Harmsworth, I said in a weak voice. Dont interrupt, he Said. Then he smiled and told me I would receive an extra &100 a year!Lesson 16 A polite request 彬彬有礼的要求If you park your car in the wrong place, a traffic policeman will soon find it. You will be very lucky if he lets you go without a ticket. However, this does not always happen. Traffic police are sometimes very polite. During a holiday in Sweden, I found this note on my car: Sir, we welcome you to our city. This is a No Parking area. You will enjoy your stay here if you pay attention to our street signs. This note is only a reminder. If you receive a request like this, you cannot fail to obey it!Lesson 17 Always young 青年常驻My aunt Jennifer is an actress. She must be at least thirty-five years old. In spite of this, she often appears on the stage as a young girl. Jennifer will have to take part in a new play soon. This time, she will be a girl of seventeen. In the play, she must appear in a bright red dress and long black stockings. Last year in another play, she had to wear short socks and a bright, orange-coloured dress. If anyone ever asked her how old she is, she always answers, My dear, it must be terrible to be grown up!lesson18 He often does this! 他经常干这种事！After I had had lunch at a village inn, I looked for my bag. I had left it on a chair beside the door and now it wasnt there ! As I was looking for it, the inn-keeper came in. Did you have a good meal ? he asked. Yes, thank you, I answered, but I cant pay the bill. I havent got my bag. The inn-keeper smiled and immediately went out. In a few minutes he returned with my bag and gave it back to me. Im very sorry, he said My dog had taken it into the garden. He often does this.Lesson19 Sold out 票已售完The play may begin at any moment, I said. It may have begun already, Susan answered.I hurried to the ticket-office. May I have two tickets please ? I asked.Im sorry, weve sold out, the girl said.What a pity! Susan exclaimed.Just then, a man hurried to the ticket-office.Can I return these two tickets? he asked.Certainly, the girl said.Could I have those two tickets please ? I asked.Certainly, the girl said, but they are for next Wednesdays performance.I might as well have them, I said sadly.Lesson20 One man in a boat 独坐孤舟Fishing is my favourite sport. I often fish for hours without catching anything. But this does not worry me. Some fishermen are unlucky. Instead of catching fish, they catch old boots and rubbish. I am even less lucky. I never catch anything-not even old boots. After having spent whole mornings on the river, I always go home with an empty bag. You must give up fishing! my friends say. Its a waste of time. But they dont realize one important thing. Im not really interested in fishing. I am only interested in sitting in a boat and doing nothing at all !Lesson21 Mad or not? 是不是疯了？Aeroplanes are slowly driving me mad. I live near an airport and passing planes can be heard night and day. The airport was built during the war, but for some reason it could not be used then. Last year, however, it came into use. Over a hundred people must have been driven away from their homes by the noise. I am one of the few people left. Sometimes I think this house will be knocked down by a passing plane. I have been offered a large sum of money to go away, but I am determined to stay here. Everybody says I must be mad and they are probably right.Lesson22 A glass envelope 玻璃信封My daughter, Jane, never dreamed of receiving a letter from a girl of her own age in Holland. Last year, we were travelling across the Channel and Jane put a piece of paper with her name and address on it into a bottle. She threw the bottle into the sea. She never thought of it again, but ten months later, she received a letter from a girl in Holland. Both girls write to each other regularly now. However, they have decided to use the post-office. Letters will cost a litt1e more, but they will certainly travel faster. Lesson23 A new house 新居I导购员培训手册第一部分 公司与产品 一、公司简介二、文化理念1、员工守则2、 公司基本理念：3、 公司核心价值观：4、 质量方针：5、环境方针：6、 经营策略：7、 公司产品方针：8、 公司发展目标9、 用人标准：10、广告语三职业素质、简述第二部分 导购员基本行为规范第一章、导购员的角色导购员是指在xx零售终端通过现场服务引旨顾客购买、促进产品销售的人员。他们是：一、xx形象代言人导购员面对面地直接与顾客沟通，我们的一举一动、一言一行在顾客的眼中就代表着企业（品牌）的形象。二、沟通的桥梁导购员是企业（品牌）与消费者之间的桥梁，一方面把品牌的信息传递给消费者，另一方面又将消费者的意见、建议和希望等信息传达给企业，以便更好的服务于消费者。产品很重要，但我们认为：你们比产品更重要。因为产品不能和客户沟通，只有你们可以和客户之间建立良好的沟通关系，把xx的信息完整、准确的传达出去。三、达成销售今天 ，产品终端已成为市场竞争的焦点，谁能赢得终端，谁便能赢得客户。终端导购员担当着重要的尖兵角色，个人素质与导购技巧，直接决定着终端销售。四、服务大使导购员在充分了解自己所销售的产品的特性、使用方法、服务、品牌价值的基础了，适时地为顾客提供最好的服务、建议和帮助，以优良的服务来征服顾客，压倒竞争对手。潜在客户就在导购员的热情与微笑中产生。五、优秀导购员的特点1、 从公司角度看：积极的工作态度；饱满的工作热情；独立的工作能力；良好的人际关系；优秀的团队精神；2、从顾客角度看：外表整洁；有礼貌；有耐心；态度友好、亲切、热情、竭诚服务；解疑答问；关心顾客的利益、意见.第二章 导购员的职责一、宣传品牌1、通过在终端和专卖店与消费者的交流，向消费者宣传本品牌产品的企业形象，提高品牌知名度。2、在终端和专卖店派发本品牌的各种宣传资料和促销品。二、产品销售利用各种销售和服务技巧，提高消费者的购买欲望，达成公司产品销售。三、终端维护做好终端和专卖店的现场维护、产品陈列和宣传品的维护工作，保持产品与终端形象的整洁和标准化陈列。四、收集信息1、收集顾客对产品的期望和建议，即使妥善地处理顾客的异议，并及时向业务员汇报。2、了解竞争品牌的产品、价格和市场活动等信息，及时向主管汇报。3、收集建材市场对公司品牌的要求和建议，及时向主管汇报，尽力并保持与市场良好的客情关系，获得最佳的宣传和促销支持。五、行政与售后服务1、完成日、周、月销售报表以及客户记录表的填写等各项细腻改正工作，并按时上交主管。2、对完成的销售按照要求在安装完成两周内对客户进行电话或者实地回访，并填写客户档案，接待投诉，并上报主管。六、其它完成主管交办的各项其它临时任务。第三章 导购员的基本要求一、导购员的基本素质要求爱心 爱心是成功的最大秘诀和有力武器。信心 人之所以能，因为相信自己能，相信自己能够胜任说服顾客完成销售。恒心 忍耐、一贯、坚持。热心 热忱是推销才能中最重要的一个因素。把热情和工作结合在一起，找到工作的乐趣，热爱这个工作。二、导购员的礼仪要求：职业仪表是指促销人员在工作时的服装、修饰、举止姿态、精神状态、个人卫生等方面的外观表现，以能反映健康的精神面貌，给顾客带来良好的感觉为标准。1、 公司内基本礼仪（1）仪表头发：职员头发要经常清洗，保持清洁，男职员不宜留长发。指甲：指甲不能太长，经常注意修剪，女性职员涂指甲油要用淡色。口腔：保持清洁，上班前不能喝酒和吃有异味的食物。化妆：女职员化妆应给人清洁健康的印象，不能浓妆艳抹，不宜用香味浓烈的香水。着装：着装整洁大方或职业装，佩带公司胸章。（2）姿势和动作站势：两脚跟着地，脚尖分离约45度，腰背挺直，胸膛自然，颈脖伸直，头微向下，使人看清的面孔，两臂自然、不耸肩，身体中心在两脚之间。与客户洽谈或上级面前时，不得把手交叉抱在胸前。坐姿：身体端正，把双腿平行放好，不得傲慢地把腿向前伸或向后伸，或俯视对方，第一印象总是至关重要的。研究证明，任何会面的前五秒钟要比接下来的五分钟重要的多。良好的仪表和行为将给顾客留下美好的印象并使沟通更加顺利。2、 接待礼仪（1）接待工作及其要求有客户进店，马上起来接待。有客时应按序进行，不能先招呼熟悉客户。对事前约定的客户，要提前做好接待准备。（2）名片的接受和保管接待客户的名片时，应双手去接，拿到手后，要马上看，正确记住客户姓名后，将名片收起，如遇到难认得文字马上询问。对收到客户名片应妥善保管，以便检索。3、 日常工作中的礼仪（1）正确使用店内的物品和设备，提高工作效率；店内物品不能野蛮对待，挪为私用。及时清理、整理帐簿和文件及柜台柜面清洁。借用他人或店内的东西、使用完毕，应及时送还或归放原处。店内以职务称呼上司、同事；客户间应以职务称呼，如不知职务可按性别以“先生”“小姐”等相称。（2） 正确、迅速、谨慎地打、接电话：接到电话，应在第三声铃响前取下话筒，通话时先问候，并自报公司店名，对方讲述时要留心听，并记下要点，未听清时，及时询问对方，结束时礼貌到别，待对方挂断电话，自己再放话筒。通话时简明扼要，不得在电话中聊天。工作时间内，不打私人电话。4、 营业场所礼仪（1）保持微笑，热情，自信地待客，不冷落顾客。（2）熟悉对待顾客的基本对话技巧，熟悉专业销售技术及产品特性基本知识，当顾客的好参谋，不浮夸手机功能和功效。（3）为顾客拿样机或宣传手册时应熟练、正确，递给顾客时应使用双手。递送样机及单据均应使用双手。（4）顾客较多时，应“接一、待二、招呼三”（重点接待某位、分发宣传品给几位、回答另一位的提问或提供帮助），要借机造势，掀起销售高潮。（5）在任何情况下皆不得与顾客争吵。（6）对顾客有误解之处应先予认错、道歉、再婉言解释原委。（7）对顾客的抱怨，应诚恳的接受，虚心倾听改进。（8）不得有欺骗顾客的言行。（9）对待顾客应有耐心，讲话口气应保持温和、亲切，不得有不耐烦迹象。（10）服务顾客时，应细心询问顾客的需要及实际的状况。（11）时刻赞美、尊重、关心顾客。（12）不管顾客是否购买，均应文明待客，礼貌送客。（13）请记住：顾客永远是对的5、 营业场所禁忌（1） 不得在营业场所才能从事与工作无关的事情（2） 准时上、下班，上班时间内不允许出现空岗。（3） 请假应遵守公司和建材市场的考勤规定。（4） 就餐时间严格遵照卖场规定。（5） 不得挪用公款、产品等各种本公司及卖场的财、物。（6） 不得在营业场所打盹。（7） 不得在营业场所内抽烟、嚼口香糖。（8） 不得打私人电话，若经主管同意打或接听电话要长话短说。（9） 不得播放规定节目或录象带以外的节目（10）不得有偷窥顾客财物行为。（11）不和客户争辩，更不能争吵。（12）不私下批评客户、同事、上司和公司，损坏公司信誉。（13）不得有不耐烦或赶客户的举动。（14）不得在顾客面前谈论本店经营状况，严禁对外泄露公司资料（包括内部架构、销售情况及尚未对外发布的公开活动等）并严格保守公司的商业秘密。（15）不强拉顾客。（16）不得中伤同行。二、服务用语规范尊重客户，积极与客户沟通，引导其对xx产品的支持，了解市场信息及客户所需。导购员应保持热情主动的销售意识，针对不同的情况，及时对关林的顾客礼貌问候，主动介绍，让顾客在与宽的气愤中接受导购员的推荐，促成购买。导购员在整个销售过程中，尽量要做到热情大方，但不必过于谦卑，用热情的服务来打动顾客，感染顾客。工作中使用礼貌用语，做到彬彬有礼，和蔼可亲。1、 规范用语：（先生、女士、小姐、您好、请、请稍等、对不起、谢谢等）在对客过程中一定要是用尊称。（1）“欢迎了解朵唯女性手机”（2）“请问您想买哪种款式的手机”（3）“我能给予您什么帮助吗？”：对东张西望自行观看寻找的客人。 (4)“请让我为您介绍一下产品的特征，好吗？”“请您亲自操作一下，好吗？”：在为顾客介绍产品时。 (5)“对不起，请问”：店员询问顾客要求与需求时。（6）“非常抱歉，给您添麻烦了”：在向顾客道歉时。（7）“对不起，让您久等了”：不能立刻招待顾客时。（8）“这种货暂时没货，请您看看XX好吗？”：客人要买的商品本店没有或已经卖完时，推荐相同功能、性质的其它类似品。（9）“实在对不起，本店实行的统一定价制度，我无权降价”：对提出降价要求的顾客。（10）“本店现在正举行XX活动，欢迎您的光临”：连锁店举办促销或其他活动时，主动向询问的客人告知。（11）“谢谢您！”“欢迎下次的光临”：对未购买的顾客也可使用鼓励性话语。2、 禁忌用语1、你自己看吧 8、这些产品都差不多，没什么可挑的2、不可能出现这种问题 9、想好没有，想好了就赶快交钱吧3、“这肯定不是我们的原因” 10、没看我正忙着吗？一个一个来4、我不知道 11、别人用得挺好的呀5、你要的这种没有 12、我们没有发现这个毛病呀6、这么简单的东西你也不明白 13、你先听我解释7、我只负责卖东西，不负责其它 14、你怎么这样讲话的？ 15、你相不相信我？3、 谨记：面对顾客（1）生气、愤怒等情绪发生时要进行自我心理调节，不要把个人的情绪带到工作中来，以免使顾客不悦（2）对自己讨厌的顾客，也要从内心感激，否则你的言行会不自觉的流露出反感；（3）当顾客不讲理时，要忍让，因为顾客永远是对的；（4）绝不要逞一时口舌之快而得罪顾客，因为他们是我们的衣食父母，不是斗智斗勇的对象。切记：我们的工作职责是满足顾客的需要！4、 导购员应掌握的基本知识（1） 了解公司（2） 了解行业和常用术语（3） 产品知识（4） 竞争品牌情况（5） 样机陈列与专场生动化常识（6） 顾客特性与其购买心理（7） 导购技巧（8） 工作职责与工作规范三、 门店服务1、 店内外清扫2、 设施检修3、其它准备工作学习充实有关样品陈列技巧的知识：观察、学习别人的服务技巧，取长补短；注意竞品的销售情况和市场活动。第四章 导购技巧一、推销法则推销的内容包括自己（oneself）、观念(conception)、产品(product)。先推销自己，再推销观念，最后产品。不管你推销什么，你都必须做到与众不同。如果你不能让顾客喜欢你，相信你，那就意味着你已失败了一大半。二、5S原则1、 微笑（smile）微笑可体现感谢的心与心灵上宽容，笑容可表现开朗、健康和体贴。2、 迅速（speed）以迅速的动作表现活力，不让顾客等待是服务的重要衡量标准。3、 诚恳（sincerity）以真诚的态度工作是导购代表的重要基本心态和为人处事的基本原则。4、 灵巧（smart）以灵巧、敏捷、优雅的身体语言来获得顾客的信赖。5、 研究（study）要时刻学习和熟练掌握商品知识、研究顾客心理以及接待与应对的技巧，注意学习优秀的导购员和竞争对手导购员的经验。三、导购的步骤1、顾客的三种类型2、顾客购买心理过程及导购员接待步骤对照图 1）闲逛型 这类顾客只是近来看一看，东摸摸，西瞧瞧，满足一下好奇心，根本没有买东西的打算。不过，如果专卖店气氛、装修深深吸引他，导购员态度也令他印象深刻的话，下一次有需求，就有可能选购。（2）一见钟情型 这类顾客入店的最初动机可能只是闲逛，但遇见相见欢心或心仪已久的样机，就会掏钱购买，此刻，导购员应找出最适合接近的时机。（3）胸有成竹型 这种顾客是已经对产品经过详细的了解，对品牌都有详细的了解，因此入店后大多会3、顾客在购买过程中的心理变化（1）、注视 留意当顾客想买或随意浏览时，首先要环视展示价上陈列的样，如果此时发现了感兴趣的某种样机样机时，他就会驻足观看。在浏览的过程中，顾客往往会注意到店内的环境设施、样机陈列、以及各种宣传资料、POP的摆放等等。从购买过程来看，这上一第一阶段，也上一最重要的阶段。如果顾客在浏览中没有发现感兴趣的样机样品，而导购人员又不能引起顾客的注意，那么购买过程即告中断；倘若能引起顾客的注意，就意味着成功了一大半。因此，当有顾客伫立在我们的展示架前看样机时，导购员应立即主动地向顾客打招呼，同时可以适当的询问来了解和观察顾客购买意图。（2）感到兴趣当顾客驻足于我们的样机前或是观看POP上的信息时，可能会对样机中的某一样机产生了兴趣和好奇感，进而会触摸或翻看，同时可能会向导购员问一些他关心的问题。盯住商品审视的顾客之中，有人直接离开、有人也许会说“某款手机样子一般”、“很贵”等，后者显然是对商品的样机、设计、价格等产生了兴趣。顾客的兴趣来源于两方面：样机（品牌、广告、促销、POP等）；导购代表（服务使顾