奔腾导购员培训手册

1、towards a waiting car. one of them was carrying a bag full of money. roy acted quickly and drove the bus straight at the thieves. the one with the money got such a fright that he dropped the bag. as the thieves were trying to get away in their car, roy drove his bus into the back of it. while the ba

2、ttered car was moving away, roy stopped his bus and telephoned the police. the thieves car was badly damaged and easy to recognize. shortly afterwards, the police stopped the car and both men were arrested. lesson36 across the channel 横渡海峡erna hart is going to swim across the english channel tomorro

3、w. she is going to set out from the french coast at five oclock in the morning. erna is only fourteen years old and she hopes lo set up a new world record. she is a strong swimmer and many people feel that she is sure to succeed. ernas father will set out with her in a small boat. mr hart has traine

4、d his daughter for years. tomorrow he will be watching her anxiously as she swims the long distance to england. erna intends to take short rests every two hours. she will have something to drink but she will not eat any solid food. most of ernas school friends will be waiting for her on the english

5、coast. among them will be ernas mother, who swam the channel herself when she was a girl.lesson37 the olympic games 奥林匹克运动会the olympic games will be held in our country in four years time. as a great many people will be visiting the country, the government will be building new hotels, an immense sta

6、dium, and a fine new swimming pool. they will also be building new roads and a special railway-line. the games will be held just outside the capital and the whole area will be called olympic city. workers will have completed the new roads by the end of this year. by the end of next year, they will h

7、ave finished work on the new stadium. the fine modern buildings have been designed by kurt gunter. everybody will be watching anxiously as the new buildings go up. we are all very excited and are looking forward to the olympic games because they have never been held before in this country.lesson38 e

8、verything except the weather 惟独没有考虑到天气my old friend, harrison, had lived in the mediterranean for many years before he returned to england. he had often dreamed of retiring in england and had planned to settle down in the country. he had no sooner returned than he bought a fine house and went to liv

9、e there. almost immediately he began to complain about the weather, for even though it was still summer, it rained continually and it was often bitterly cold. after so many years of sunshine, harrison got a shock. he acted as if he had never lived in england before. in the end, it was more than he c

10、ould bear. he had hardly had time to settle down when he sold the house and left the country. the dream he had had for so many years ended there. harrison had thought of everything except the weather.lesson39 am i all right? 我是否痊愈？while john gilbert was in hospital, he asked his doctor to tell him w

11、hether his operation had been successful, but the doctor refused to do so. the following day, the patient asked for a bedside telephone. when he was alone, he telephoned the hospital exchange and asked for doctor millington. when the doctor answered the phone, mr gilbert said he was inquiring about

12、a certain patient, a mr john gilbert. he asked if mr gilberts operation had been successful and the doctor told him that it had been. he then asked when mr gilbert would be allowed to go home and the doctor told him that he would have to stay in hospital for another two weeks. then dr millington ask

13、ed the caller if he was a relative of the patient. no, the patient answered, i am mr john gilbert. lesson40 food and talk 进餐与交谈last week at a dinner-party, the hostess asked me to sit next to mrs rumbold. mrs rumbold was a large, unsmiling lady in a tight black dress. she did not even look up when i

14、 took my seat beside her. her eyes were fixed on her plate and in a short time, she was busy eating. i tried to make conversation. a new play is coming to the globe soon, i said. will you be seeing it ? no, she answered. will you be spending your holidays abroad this year ? i asked. no, she answered

15、. will you be staying in england? i asked. no, she answered. in despair, i asked her whether she was enjoying her dinner. young man, she answered, if you ate more and talked less, we would both enjoy our dinner ! lesson41 do you call that a hat? 你把那个叫帽子吗？do you call that a hat ? i said to my wife. y

16、ou neednt be so rude about it, my wife answered as she looked at herself in the mirror. i sat down on one of those modern chairs with holes in it and waited. we had been in the hat shop for half an hour and my wife was still in front of the mirror. we mustnt buy things we dont need, i remarked sudde

17、nly. i regretted saying it almost at once.you neednt have said that, my wife answered. i need not remind you of that terrible tie you bought yesterday. i find it beautiful, i said. a man can never have too into the cave hoping to find buried treasure. the leader of the party was examining the soil n

18、ear the entrance to the cave when the machine showed that there was gold under the ground. very excited, the party dug a hole two feet deep. they finally found a small gold coin which was almost worthless. the party then searched the whole cave thoroughly but did not find anything except an empty ti

19、n trunk. in spite of this, many people are confident that the revealer may reveal something of value fairly soon.lesson56 faster than sound! 比声音还快！once a year a race is held for old cars. a lot of cars entered for this race last year and there was a great deal of excitement just before it began. one

20、 of the most handsome cars was a rolls-royce silver ghost. the most unusual car was a benz which had only three wheels. built in 1885, it was the oldest car taking part. after a great many loud explosions, the race began. many of the cars broke down on the course and some drivers spent more time und

21、er their cars than in them ! a few cars, however, completed the race. the winning car reached a speed of forty miles an hour-much faster than any of its rivals. it sped downhill at the end of the race and its driver had a lot of trouble trying to stop it. the race gave everyone a great deal of pleas

22、ure. it was very different from modern car races but no less exciting. lesson57 can i help you, madam? 你要买什么，夫人？a woman in blue jeans stood at the window of an expensive shop. though she hesitated for a moment, she finally went in and asked to see a dress that was in the window. the assistant who se

23、rved her did not like the way she was dressed. glancing at her scornfully, he told her that the dress was sold. the woman walked out of the shop angrily and decided to punish the assistant next day. she returned to the shop the following morning dressed in a fur coat, with a handbag in one hand and

24、a long umbrella in the other. after seeking out the rude assistant she asked for the same dress. not realizing who she was, the assistant was eager to serve her this time with great difficulty, he climbed into the shop window to get the dress. as soon as she saw it, the woman said s many ties.and a

25、woman cant have too many hats, she answered.ten minutes later we walked out of the shop together. my wife was wearing a hat that looked like a lighthouse !lesson42 not very musical 并非很懂音乐as we had had a long walk through one of the markets of old delhi, we stopped at a square to have a rest. after a

26、 time, we noticed a snake-charmer with two large baskets at the other side of the square, so we went to have a look at him. as soon as he saw us, he picked up a long pipe which was covered with coins and opened one of the baskets. when he began to play a tune, we had our first glimpse of the snake.

27、it rose out of the basket and began to follow the movements of the pipe. we were very much surprised when the snake charmer suddenly began to play jazz tunes and modern pop songs. the snake, however, continued to dance slowly. it obviously could not tell the difference between indian music and jazz!

28、lesson43 over the south pole 飞越南极in 1929, three years after his flight over the north pole, the american explorer, r. e. byrd, successfully flew over the south pole for the first time. though, at first, byrd and his men were able to take a great many photographs of the mountains that lay below, they

29、 soon ran into serious trouble. at one point, it seemed certain that their plane would crash. it could only get over the mountains if it rose to 10,000 feet. byrd at once ordered his men to throw out two heavy food sacks. the plane was then able to rise and it cleared the mountains by 400 feet. byrd

30、 now knew that he would be able to reach the south pole which was 300 miles away, for there were no more mountains in sight. the aircraft was able to fly over the endless white plains without difficulty. lesson44 through the forest 穿过森林mrs anne sterling did not think of the risk she was taking when

31、she ran through a forest after two men. they had rushed up to her while she was having a picnic at the edge of a forest with her children and tried to steal her handbag. in the struggle, the strap broke and, with the bag in their possession, both men started running through the trees. mrs sterling g

32、ot so angry that she ran after them. she was soon out of breath, but she continued to run. when she caught up with them, she saw that they had sat down and were going through the contents of the bag, so she ran straight at them. the men got such a fright that they dropped the bag and ran away. the s

33、trap needs mending, said mrs sterling later, but they did not steal anything.lesson45 a clear conscience 问心无愧the whole village soon learnt that a large sum of money had been lost. sam benton, the local butcher, had lost his wallet while taking his savings to the post-office. sam was sure that the wa

34、llet must have been found by one of the villagers, but it was not returned to him. three months passed, and then one morning, sam found his wallet outside his front door. it had been wrapped up in newspaper and it contained half the money he had lost, together with a note which said: a thief, yes, b

35、ut only 5o per cent a thief! two months later, some more money was sent to sam with another note: only 25 per cent a thief now! in time, all sams money was paid back in this way. the last note said: i am 100 per cent honest now!lesson46 expensive and uncomfortable 既昂贵又受罪when a plane from london arri

36、ved at sydney airport, workers began to unload a number of wooden boxes which contained clothing. no one could account for the fact that one of the boxes was extremely heavy. it suddenly occurred to one of the workers to open up the box. he was astonished at what he found. a man was lying in the box

37、 on top of a pile of woollen goods. he was so surprised at being discovered that he did not even try to run away. after he was arrested, the man admitted hiding in the box before the plane left london. he had had a long and uncomfortable trip, for he had been confined to the wooden box for over ten

38、hours. the man was ordered to pay &345 for the cost of the trip. the normal price of a ticket is &230 !lesson47 a thirsty ghost 嗜酒的鬼魂a public house which was recently bought by mr ian thompson is up for sale. mr thompson is going to sell it because it is haunted. he told me that he could not go to s

39、leep one night because he heard a strange noise coming from the bar. the next morning, he found that the doors had been blocked by chairs and the furniture had been moved. though mr thompson had turned the lights off before he went to bed, they were on in the morning. he also said that he had found

40、five empty whisky bottles which the ghost must have drunk the night before. when i suggested that some villagers must have come in for a free drink, mr thompson shook his head. the villagers have told him that they will not accept the inn even if he gives it away. lesson48 did you want to tell me so

41、mething? 你想对我说什么吗？dentists always ask questions when it is impossible for you to answer. my dentist had just pulled out one of my teeth and had told me to rest for a while. i tried to say something, but my mouth was full of cotton-wool. he knew i collected birds eggs and asked me whether my collecti

42、on was growing. he then asked me how my brother was and whether i liked my new job in london. in answer to these questions i either nodded or made strange noises. meanwhile, my tongue was busy searching out the hole where the tooth had been. i suddenly felt very worried, but could not say anything.

43、when the dentist at last removed the cotton-wool from my mouth, i was able to tell him that he had pulled out the wrong tooth. lesson49 the end of a dream 美梦告终tired of sleeping on the floor, a young man in teheran saved up for years to buy a real bed. for the first time in his life, he became the pr

44、oud owner of a bed which had springs and a mattress. because the weather was very hot, he carried the bed on to the roof of his house. he slept very well for the first two nights, but on the third night, a导 购 员 培 训 手 册导 购 员 培 训 手 册目 录第一篇、基础3-4第二篇、技巧5-11第三篇、导购礼仪12-18第四篇、客户投诉与意见反对19-20第一篇 基础一、热爱导购工作 导

45、购员是公司品牌形象代言人导购员战斗在销售工作的最前沿，面对面的与顾客接触，其精神面貌、言行举止都代表着易佰特公司的形象、产品形象等，是公司最直接的品牌形象代言人。 导购工作的挑战性和重要性导购员每天都要面对品种繁多的商品，适应不同类型的顾客，需要充沛的精力、良好的心态、高雅的言谈举止、专业的导购技能才能胜任重要的导购工作。导购员是公司与顾客之间的桥梁，没有导购员的参与再好的产品都很难到达顾客的手中，公司离不开导购人员，顾客离不开导购人员，要为自己的导购工作树立自豪感。如此重要的工作交给你希望你能为公司的销售工作和为满足顾客的迫切需求做出卓越贡献。 信心是导购员成功的开始如果你对自己、公司以及公

46、司的产品都没有信心的话，顾客又怎么会对你有信心？又怎么会对你的产品感兴趣呢？二、导购原则 第一原则“顾客永远是对的”，当你认为顾客是错的时，请按此原则。任何顾客所说所做一定有他的道理，只要你能真正站在顾客的立场去理解。 导购5s原则 微笑（smile）：指适度的微笑。导购员要对客户有体贴的心、才可能发出真正的微笑。 迅速（speed）：指动作快速，它有两种意义：一是物理上的迅速（工作时尽量快些，不要让客户久等）；二是演出上的速度（导购员诚意十足的动作与体贴的心会引起客户的满足感，使他们不觉得等待的时间过长）。 诚恳（sincerity）：导购员如果心存尽心尽力为客户服务的诚意，客户一定能体会得

47、到。 灵巧（smart）：指精明、整洁、利落。以干净利落的方式来接待客户，即是所谓“灵巧的服务”。 研究（study）：主要平日多努力研究客户的购物心理，销售服务技巧，以及学习商品专业知识，就不仅会在接待客户层面上有所提高，也必须会有更好的成绩。三、成交三原则主动 自信 坚持四、现代导购员应具备的基本素质 诚实、谦虚、冷静、自信心、责任感、敏捷性、上进心、洞察力、积极性、勤勉性、创造性、忍耐性、具有爱心、易于亲近、做事的干劲、明朗的个性、充沛的体力、良好的记忆、参与的热忱、不屈的精神。五、导购员必备的工作观念目标观 有目的的工作 改善问题观 思考工作中存在的问题及寻求改善的方法； 顾客观 寻求

48、怎样让顾客满意的方法； 制度观 遵守各项规章制度； 合作观 具有团队精神与朋友、同事通力合作； 品质观 尽量不出错扎扎实实地工作； 利益观 考虑集体的利益成果。六、成功十点 微笑露一点；脑筋活一点；嘴巴甜一点； 说话轻一点；理由少一点；脾气小一点； 做事多一点；行动快一点；效率高一点； 度量大一点。第二篇 技巧一、做一个顾客喜欢的导购员1-1.接待顾客“三意” 诚意：用诚恳的态度来接待每一位顾客，用我们的诚意换取顾客的诚意，取得顾客的信赖； 创意：推销是创意与方法的结合，不同的导购技巧、方法直接影响导购成果； 情意：用我们的亲切、热情打动顾客的心，多为顾客着想，做好顾客的参谋。1-2.针对不同

49、的顾客采取不同的接待方式 通过和进入卖场的顾客初步接触对顾客的个人性格的方面做出准确评估后，可根据顾客不同类型采取以下相应接待方式及常用礼貌用语。序号顾客类型接待方式1慢热型充满自信地提出建议，调动顾客积极性2急噪型语言态度要诚恳以稳定顾客的情绪3沉默寡言型尽量从表情观察顾客的喜好，点关键处进行说明，切忌言语无需太多，一免引起顾客反感4博学型适时称赞，满足其相应的虚荣心理5权威型言谈举止、态度需谦虚6猜疑型把握对方存在对公司产品、价格、服务等方面的疑点，并清楚讲解和证明，打消顾客的疑虑7多嘴多舌型聆听，使其感受到尊重8优柔寡断型抓住产品使其感兴趣的特点重点突破，使其做出最终决定9理智型条理清楚

50、讲解，提高其对产品信任度10挑剔型沉着应对，避免争执，并适时对其赞扬注意事项：凡事不要急噪，不要强迫顾客等；动作敏捷，不要让顾客久等；提出具体问题引导顾客；尽量将谈话内容拉回到主题上来；抓住顾客的爱好，提出建议；不断的赞扬顾客；情绪低落时要进行自我心理调节，以免顾客不悦；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你的反感；当顾客不讲理时要忍让，因为顾客永远是对的；绝对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。二、顾客购物心理过程与导购技巧销售过程顾客心理导购目标接近顾客的时机第一阶段寻觅寻找接近顾客机会1、 顾客开始注意产品时；顾客和同伴

51、商量时；顾客有目的寻找时；放下随身物品时；看完产品与导购员目光交接时；其它情况。根绝以上主要的具体情况导购可采取适当的方式接近顾客，引起顾客购买兴趣。结合顾客不同类型，采取相应的沟通方式，抓住顾客在此阶段细微的心理和购买时机进行讲解。2、 产品介绍：基本功能点为功能/可靠性/技术/使用方法/售后服务/价格等；辅助着眼点为外观/设计/促销及礼品等；其它着眼点为广告/销售成果/企业实力/荣誉/用户评价等。3、 产品介绍：要让顾客知道看产品要注意什么，看哪几个部分怎么看； 尽量让顾客感受产品；按顾客的关注的视线介绍产品，提高其关注度；最后强调产品最终给顾客带来的利益，以进一步激发顾客的购买欲望，例如

52、节能给顾客节省的费用，好的灯光给顾客带来的好处，良好的品质所带来的享受，良好的售后服务给顾客带来的利益保障。4、细致入微的服务常常可以打动顾客，例如天热派发纸筋给顾客，给顾客倒杯水喝等细节需做好第二阶段注意抓住接近的机会亲切问候顾客，同时进行适当询问以了解顾客购买意向。第三阶段引起兴趣简单介绍产品特征，让顾客留下良好印象，并发现顾客的喜好。第四阶段产生联想导购员需抓住时机，通过细心观察，揣摩顾客的心理，进一步介绍其关心的问题。第五阶段产生购买欲望推荐合适的产品。第六阶段进行对比从多角度进行对比说明，准确解答顾客疑问，并提出相应的资料和实例，取得顾客信任。第七阶段决定购买根据顾客的表情和言语抓住

53、成交机会，特别是当顾客表现出购买决定时，要学会巧妙终止谈话，拿起记录单协助顾客下决定。第八阶段成交帮助顾客付款，检验成品。保持诚恳，耐心待客，礼貌送客，给顾客始终留下良好印象，并争取顾客重复购买和口碑传播效应。切忌成交后对顾客态度的转变或这引起顾客对购买前后导购态度不一的感觉，影响公司整体形象，也阻止了顾客重复购买和负面影响的口头传播。第九阶段售后登记售后顾客相关情况登记便于回访和作为反馈公司的信息三、产品介绍3-1.介绍产品的着眼点 基本着眼点：功能/可靠性/技术难度/使用方法/售后服务/价格 辅助着眼点：外观/设计/促销及小礼品 其它着眼点：广告/销售成果/企业实力/获得的荣誉/用户评价3

54、-2.店面环境 环境 良好的购物环境，让顾客以愉快的心情从容不迫的浏览柜台产品陈列，选购所需要产品，这是导购礼仪要达到的首要目标。 卫生条件每天营业之前导购员应做好卫生清洁工作，柜台、货架、产品擦洗洁，做到营业场地清洁明亮，通道、货架、柜窗无杂物、无灰尘。 环境实施（针对专卖店）a.如果店内有一种芳香气味，会使顾客在购买过程中神清气爽，心情舒畅。b.有条件的地方应安装空调，冷气机等通风设备，使通风状况良好。c.购买必要的音响设备，播放一些轻松柔和，优美动听的乐曲或报道出售产品信息。 产品展示合理的展牌布局，能使展牌格局整齐，有利于美化购物环境，符合消费者购买习惯的布局，能减少顾客询问，寻找产品

55、的时间。总之，购物环境的布置：a.是要形象统一、优雅舒适、使人心情愉快；b.是要突出顾客的主人地位，处处从方便顾客出发，为顾客着想，这是以利待客的重要因素之一。 商品陈列 丰富多彩的产品，美观大方的陈列即能显示出生意兴隆的繁荣景象，又可表达厂家尊敬顾客，以优良商品欢迎顾客的诚意。 醒目顾客走进商店，一般都会无意识地环视商店，从货架上的商品得到一个初步印象。因此，产品的摆放，要能让顾客直接见到产品的正面，陈列高度应选择与顾客视线相适应的位置。 有亲切感商品陈列应尽可能允许顾客接触，缩短顾客与产品之间的距离，使顾客感到比较亲切。 丰富感产品陈列一定要做到规格齐全，品种丰富，哪怕是数量很少的产品，陈

56、列出来也能使人感到丰富，选择性大，给顾客琳琅满目之感。同时丰富的产品也可以刺激顾客的购买欲望。即使是同一档次、同一质量的产品，顾客也愿意从不同的规格品种中选择出一种自己满意的产品来。因此，营业室内必须把产品陈列得丰富多彩，主要仓库里有的品种，展柜上都应陈列出来，那种因疏于及时补货，懒得把产品展示出来，而使货架空荡荡的经营姿态，是对顾客极大的不尊敬。 讲究艺术按产品的不同外型，色彩，进行巧妙组合，使陈列具有艺术性。 明码标价a.价签上应写明产品名称、产地、型号、价格等、价格应书写清楚。b.刚上市的新产品，应附加产品使用说明，让顾客详细了了解产品的性能、特点和使用说明，让顾客详细了解产品的性能，特

57、点和使用方法。这些措施看似微小，却能为顾客提供极度大的方便，从而促进销售。3-3.介绍产品常用方法 要让顾客知道看产品要看哪几部分和怎么看； 尽量让顾客感受产品； 按顾客视线介绍产品； 强调产品带给顾客的利益和价值。3-4.介绍产品要诀 熟练产品知识，拥有丰富的产品知识是达成销售的必要条件； 避免用专业的名词术语，力求在顾客的立场上进行简明易懂的介绍产品； 介绍产品要有所侧重，针对顾客的疑问进行解释； 介绍时要有自信，不能含糊其辞； 仔细聆听顾客的提问，抓住重点加以引导，巧妙介绍公司产品的优势和卖点； 根据顾客的不同类型，选择不同的介绍方式； 描绘产品使用后的效果，引起顾客的联想； 充分利用公司获得的各种荣誉证书，增强顾客对产品的信心； 抓住顾客需求的关键点，强化产品优势； 经常让顾客亲身感受； 语音、语速和肢体语言与顾客协调； 强调产品的价值，尽可能把价格放在最后谈。四、提问顾客时要注意的几点4-1 提问顾客要