业务员培训手册.doc

tired so they pet out the fire and crept into their tent. their sleeping-bags were warm and comfortable, so they all slept soundly. in the middle of the night, two boys woke up and began shouting. the tent was full of water! they all leapt out of their sleeping-bags and hurried outside. it was raining heavily and they found that a stream had formed in the field. the stream wound its way across the field and then flowed right under their tent!lesson28 no parking 禁止停车jasper white is one of those rare people who believes in ancient myths. he has just bought a new house in the city, but ever since he moved in, he has had trouble with motorists. when he returns home at night, he always finds that someone has parked a car outside his gate. because of this, he has not been able to get his own car into his garage even once. jasper has put up no parking signs outside his gate, but these have not had any effect. now he has put an ugly stone head over the gate. it is one of the ugliest faces i have ever seen. i asked him what it was and he told me that it was medusa, the gorgon. jasper hopes that she will turn motorists to stone. but none of them has been turned to stone yet!lesson29 taxi! 出租汽车！captain ben fawcett has bought an unusual taxi and has begun a new service. the taxi is a small swiss aeroplane called a pilatus porter. this wonderful plane can carry seven passengers. the most surprising thing about it, however, is that it can land anywhere: on snow, water, or even on a ploughed field. captain fawcetts first passenger was a doctor who flew from birmingham to a lonely village in the welsh mountains. since then, captain fawcett has flown passengers to many unusual places. once he landed on the roof of a block of flats and on another occasion, he landed in a deserted car park. captain fawcett has just refused a strange request from a businessman. the man wanted to fly to rockall, a lonely island in the atlantic ocean, but captain fawcett did not take him because the trip was too dangerous.lesson30 football or polo? 足球还是水球？the wayle is a small river that cuts across the park near my home. i like sitting by the wayle on fine afternoons. it was warm last sunday, so i went and sat on the river bank as usual. some children were playing games on the bank and there were some people rowing on the river. suddenly, one of the children kicked a ball very hard and it went towards a passing boat. some people on the bank called out to the man in the boat, but he did not hear them. the ball struck him so hard that he nearly fell into the water. i turned to look at the children, but there werent any in sight: they had all run away! the man laughed when he realized what had happened. he called out to the children and threw the ball back to the bank. lesson31 success story 成功者的故事yesterday afternoon frank hawkins was telling me about his experiences as a young man. frank is now the head of a very large business company, but as a boy he used to work in a small shop. it was his job to repair bicycles and at that time he used to work fourteen hours a day. he saved money for years and in 1938 he bought a small work-shop of his own. during the war frank used to make spare parts for aeroplanes. at that time he had two helpers. by the end of the war, the small work-shop had become a large factory which employed seven hundred and twenty-eight people. frank smiled when he remembered his hard early years and the long road to success. he was still smiling when the door opened and his wife came in. she wanted him to repair their sons bicycle! lesson32 shopping made easy 购物变得很方便people are not so honest as they once were. the temptation to steal is greater than ever before-especially in large shops. a detective recently watched a well-dressed woman who always went into a large store on monday mornings. one monday, there were fewer people in the shop than usual when the woman came in, so it was easier for the detective to watch her. the woman first bought a few small articles. after a little time, she chose one of the most expensive dresses in the shop and handed it to an assistant who wrapped it up for her as quickly as possible. then the woman simply took the parcel and walked out of the shop without paying. when she was arrested, the detective found out that the shop-assistant was her daughter. the girl gave her mother a free dress once a week !lesson33 out of the darkness 冲出黑暗nearly a week passed before the girl was able to explain what had happened to her. one afternoon she set out from the coast in a small boat and was caught in a storm. towards evening, the boat struck a rock and the girl jumped into the sea. then she swam to the shore after spending the whole night in the water. during that time she covered a distance of eight miles. early next morning, she saw a light ahead. she knew she was near the shore because the light was high up on the cliffs. on arriving at the shore, the girl struggled up the cliff towards the light she had seen. that was all she remembered. when she woke up a day later, she found herself in hospital.lesson34 quick work 破案“神速”ted robinson has been worried all the week. last tuesday he received a letter from the local police. in the letter he was asked to call at the station. ted wondered why he was wanted by the police, but he went to the station yesterday and now he is not worried any more. at the station, he was told by a smiling policeman that his bicycle had been found. five days ago, the policeman told him, the bicycle was picked up in a small village four hundred miles away. it is now being sent to his home by train. ted was most surprised when he heard the news. he was amused too, because he never expected the bicycle to be found. it was stolen twenty years ago when ted was a boy of fifteen !lesson35 stop thief! 捉贼！rov trenton used to drive a taxi. a short while ago, however, he became a bus-driver and he was not regretted it. he is finding his new work far more exciting. when he was driving along catford street recently, he saw two thieves rush out of a shop and run 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 battered 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 tomorrow. 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 trained 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 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 stadium, 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 have 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 everything 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 live 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 could 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 whether 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 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 asked 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 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. 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. you 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 suddenly. 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 near 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 tin 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 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 under 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 pleasure. 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 served 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 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 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 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. 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 telldm广告业务员培训教材（如何拉广告）拉广告是一个特种行业，也是一个充满挑战的职业。当然，一行有一行的门道，不同的行业、不同的项目拉广告的说法是不同的，但我认为他的套路是一样的，只要大家掌握里面的精髓，看懂了这“迷踪拳”里的一招一式，大家就能在自己的行业中举一反三，触类旁通，无往而不胜。 vi;m8 要拉广告，就要有业务员去拉。会拉的吃香喝辣，买房买车的比比皆是。不会拉的就混不下去。所以，这个行业也是个淘汰率很高的行业，每天开的多关的也很多。因为这个行业起点低，进入容易，发展很快，从业人员普遍缺乏经验，天天象个无头苍蝇。nz 拉广告是门高明的艺术，涉及到推销学、心理学、口才学、公关学、谈判学、广告学、人际关系学、策划学等各个领域，里面奥妙无穷。 拉广告与推销不同，一般推销员，面对的是一般层次的人，是一些普通的工人、农民、市民、家庭妇女和其他形形色色的人。而拉广告面对的人，是一个成功的人，象企业的老总和部门经理。如果你没有过硬功夫，没有较强的公关能力，沟通能力，行销能力，心理素质，想让对方心甘情愿地掏钱给你，是很难的。这里充满了学问智慧，是一门比推销更难的艺术。可以说，学会了拉广告的艺术，就学会了拉其它所有业务的艺术。不打无准备之仗如何战前准备（一）为什么要进行充分准备 在操作项目之前，我们不要忙着去拉广告，有一项非常重要的工作要注意，什么工作？准备工作。谈起准备，很多人会不以为然，都知道，但是很多人并没有做到。 f 我们有些人没有准备好，或者根本就没有准备，就仓促上阵，结果是找一个死一个，找二个死一双，找一串死一片，碰得头破血流，败下阵来。为什么会这样？就是没有准备好。好的准备就是成功的开始，结果不好就是准备不好。拉广告的准备工作非常重要。做任何事情准备工作都非常重要。很多人拉的效果不好，结果不好，就是因为准备的不好。 nraf 有的时候我和我的助手出去谈业务，在回来的路上我的助手就会对我说：老师，今天你怎么反应那么快？刚才那个问题，如果换成我，会措手不及，不知怎么回答。我告诉他：并不是我比你聪明，比你反应快，而是我准备的比你充分。在拜访前，我对这个客户的情况作了全面的调查，进行了认真的研究，对他们可能提出的问题作了各种设想和演练。可以说，今天的结果，是因为过去的付出。过去的每一分付出，都会在我今天的表现中得到体现。 *mp 如果你真正准备好了，你就能从容不迫，对答如流，就不会丢三拉四，手忙脚乱。你在操作过程中，就会减少很多的麻烦、节省很多的时间。“磨刀不误砍柴功！”这句话请大家一定要记住。 那么，我们拉广告到底准备什么呢？从什么地方准备？n5z|（二）准备一份充足的名录 t 作为一个业务员手上拥有充分的名录是最基本的，也是非常重要的。如果想成为一名金牌业务员，掌握大量的名录更是不可少的。我发现那些拉不到广告的业务员都有一个通病：就是潜在客户不多。而金牌业务员之所以能源源不断地拉到广告，首先就是因为他们掌握了大量的潜在客户的名单。谁拥有了终端客户，谁就拥有了财富，“人脉就是钱脉，资源就是财源，”这是目前商场上最流行的一句话了。有些业务员手里为什么没有客户？ h0bi; 一方面是因为业务员懒，不愿意去开发；另一方面是因为他不知道怎样去开发，平时没有做好这方面的收集整理工作。 jf(gwi 可想而知，一个业务员手上没有一个客户，你要想拉到广告，要想把公司的业务做上去，简直是天方夜谭，这就叫“巧妇难为无米之炊”！所以开发客户的工作是重中之重，它和谈判、签约不相上下。你只有找到客户，才能有用武之地，才有发挥的场所。那么，如何寻找、开发客户？ f 1. 你的客户在哪里? ag_u 首先，要知道，你的目标市场是什么？你的客户范围是什么？如何寻找到这些客户？比如，a级、b级、c级你要在本子上把他列出来，重点的先做，把80%的时间用在a级客户上。 )te比如说：我过去在某法制报拉广告，我的客户就是：公检法单位、有钱的单位、经常打广告、想出名的单位、搞得不太好出过问题的单位、与“法”挂得上钩的单位、愿意跟记者交朋友的老板、私营企业等等。你的客户在哪里呢？商家；个人。 k其次，当你明确了业务的方向、范围之后，就要知道通过什么样的方法途径寻找这些客户。2. 寻找客户的方法介绍几种常用的方法： r+ 参考、借鉴竞争对手的dm广告，先电话营销，有意者上门详谈，这是最省劲，也最见效的方法之一；人才市场：摆设展位的招聘单位；各种报纸、黄页；广播、电视；大街两侧张贴的出租、转让房源以及各类产品宣传广告。上网查找：互联网是个信息的聚宝盆，上面有你所需要的全部信息，尤其是一些企业公司，你需要的有关信息在他们的网页上都能找到。上网可以开阔你的眼界，你一定要善于使用它，把它用好用活用足。 注意收集各种媒体上的广告报道：经常在媒体上登广告、做报道的单位，说明他们都有做广告、扩大知名度的需求，或者说明他们企业的经济效益比较好。一些地方或者行业性的报纸杂志，电视媒体、还有路牌广告，上面都有大量的信息和资料。平时要注意收集，有的可以剪贴下来，有的要及时地记录下来，包括公司企业的地址、电话，以及你当时想到的一些要点和感悟，都要把它记下来，“好记性不如烂笔头”。通过亲朋好友、同学、同事介绍：如果能够通过一些有实权单位的朋友介绍，那就更好了。比如，工商税务、公检法等部门的朋友、一些单位的一把手或部门头头等，通过他们的介绍，你可以结交一些老板。因为我们拉广告，绝大多数都是与经理打交道。有关系有面子会胜过一个公章；有时他的上级领导一出面，可以胜过你的千言万语，可以免去你很多的周折和程序，并且对方更容易信任你，接近你，使你的业务成功性更大。对这点，我要提个醒：对帮忙的人，你要给别人相应的报偿。虽然朋友帮忙是出自友情，但我们要学会感恩，成功的人，都是善于感恩的人！ x-快速建立人脉的方法出席各种会议 qe0qf各行各业召开的会议很多，如各种发布会、说明会、展览会、洽谈会、培训会、各种活动等等，特别是一些精英人才的大小型聚会。总之，凡是已获得的大小会议（活动）信息都不要放过，要珍惜这样的机会，要千方百计去参加。 因为会议期间人群集中，各种层次、各个领域的人你都有可能认识。这样，你能够在比较短的时间内，快速地建立起大量的人脉关系，建立起一些高层的、各个行业的人脉关系。不但如此，还能够充分利用这样的机会，获得各方面的资讯和信息，同时还可以提高自己的社会知名度。 g$fe 有人将出席各种会议称之为“泡会”，不免有其贬意，但从另一方面看，“泡会”确实是一个最省钱、最快速、最有效的获取潜在客户关系的好办法。有一点要注意：在会上收到名片后，要经常联系。有句话叫做：“联系联系，有联才有戏”。这个“戏”就是维系，有维系，就会有信息，有信息，就会有结果，就有了“戏”；这样关系就会越来越了解，越来越熟悉，越来越好，就会有后续资源。不联就没戏，比如对方换了手机号，搬了工作地点，调换了工作单位，联系不上，就断了联系。 3. 如何了解你的客户?了解客户什么？ 在你要接触客户之前，你一定要对对方的情况有所了解。 7l了解客户本人的基本情况。比如，客户的单位、职务、籍贯、所学专业、脾气性格、兴趣爱好、主要家庭情况、社会关系、如子女，爱人、亲戚，与企业其他负责人的关系，他有过什么突出的成绩或近期有什么值得谈的事例，如某报纸、杂志、电视台是否曾采访报道过，或在某项活动中他讲过话等等。 cr4 了解客户所在公司的情况。比如，主要商品的质量、价格、功能，与同类商品比较，有什么特点和缺点，社会对其公司的评价，公司的知名度、美誉度，与同类公司比较，该公司的突出特点是什么？ 了解客户最近的状况。比如，最近在做什么工作，近年来有些什么成功的经验，失败的教训，获得过什么荣誉、奖章等等。 tg2k 为什么要了解这些情况？主要目的是为了便于沟通，拉近彼此的距离。如：听说你是属虎的，我也是；听说你当过兵，我也当兵；你是围棋高手，我来向你请教；你孩子今年考大学，我这里有一个内部资料；你的爱人身体不好，我给你带来了一些保健品，你试试；你最近在某场合说过这样一句话：我非常有同感；我发现，你们的广告有一个显著缺点，你们单位存在问题，我认为应该；你们最近在开展活动，我认为这个活动应该；每个人对什么最感兴趣？