艾力斯特导购员手册EndociRest中国.doc

专业导购人员培训手册 Training Manual for Professional Shopping Guide目录 Table of Content 前 言 Foreword 第一篇： 我们的使命 Chapter I: Our Missions 第二篇： 认识我们的品牌 Chapter II: Our Brand 第三篇： 认识我们的产品 Chapter III: Our Products 第四篇： 认识我们的上帝 Chapter IV: Our Customers 第五篇： 认识我们的职责 Chapter V: Our Responsibilities 第六篇： 树立专业的导购人员形象 Chapter VI: Establishing an Image of Professional Guides 第七篇： 专业导购销售程序与技巧 Chapter VII: Procedures and Skills of Professional Guide Sales 第八篇： 日常行为规范与事务管理 Chapter VIII: Routine Code of Behaviors and Affair Management 第九篇： 医学基本知识 Chapter IX: Basic Medical Knowledge后记 Postscript 前 言 Foreword IREST艾力斯特导购及促销人员专用 Dedicated for IREST Shopping Guides and Promotional Personnel 本手册的编写，旨在推广规范标准的终端导购行为，建立有效稳定的终端推广平台，希望每一位在公司从事终端推广工作的同事，仔细阅读本手册，在实际工作中不断灵活运用和创新，达到事半功倍的销售效果，为公司创造更多的业绩，为自己收获更多成功！This Manual is compiled with an aim to promote standard shopping guide behaviors at terminals as well as establish an effective and stable promotional platform at terminals. Each and every terminal promotional staff is expected to carefully read this Manual as well as apply and innovate on this Manual in practice so as to enhance sales performances and make your career a better one!第一章：认识我们的使命 Chapter I: Our Missions 本章关键词、句：IREST艾力斯特代言人、我很重要、我们是前锋。Key words: IREST spokesman, I am very important, we are the pioneers.我IREST艾力斯特的形象代言人 I = IREST spokesman 一、我是谁？ I. Who am I? 我们要时刻提醒我们自己：我们不是普通的人员，我们是IREST艾力斯特的形象代言人。是企业产品代言人，是消费者思想的沟通者、生活顾问、服务大使、健康保健的专家，是企业与消费者的桥梁！We have to keep reminding ourselves that we are not ordinary staffs but the spokesmen of IREST. As the spokesmen, we are communicators of consumers minds, life counselors, service ambassadors, life and fitness experts as well as bridges between the Company and consumers!我们的一言一行都是IREST艾力斯特的缩影。我们要体现IREST艾力斯特的“专业、友好、有责任感”的企业公民形象。Our words and behaviors epitomize IREST. We must represent IRESTs corporate image of “professionalism, friendliness and responsibility”. 二、我有多么重要！II. How important we are!从下表中你可以看到，你的努力和行为将影响近50的购买力。The following table shows that your efforts and behaviors will affect nearly 50% purchasing power. 销售活动Sales activities 生 产 厂 商 Manufacturer 工业用品Industrial products耐久性消费品 Durable consumer goods 非耐久性消费品 Non-durable consumer goods 1. 销售管理与人员推销 Sales management and personnel promotion 69.2%47.6%38.1%2. 广播媒体广告 Broadcast media advertising0.9%10.7%20.9%3. 印刷媒体广告 Print media advertising 12.5%16.1%14.8%4. 特别促销活动(商展、产品验证活动、协助中间商等) Special promotional activities (commercial exhibition, product validation activity, assisting agents, etc)9.6%15.5%15.5%5. 品牌命名与促销的包装设计 Brand naming and design of promotional packaging 4.5%9.5%9.8%6. 其他 Others 3.3%0.6%0.9%合计 Total 100.0%100.0%100.0%三、对企业来说，我就是球场上踢出临门一脚的前锋；战场上冲锋陷阵的突击队员；如果说店面是销售的桥头堡，导购人员就是排头兵；导购、促销工作是完成整个销售工作的重要环节，是实现产品与货币进行交换的重要过程。III. For our enterprise, we are the forwards who kick the ball into the goal and the commandos who charge in the battlefield. If the terminal is the bridgehead of sales, the shopping guides are the pioneers. Shopping guide and promotional activities are the important steps in sales work and important processes to convert products into cashes. 第二篇：认识我们的品牌 Chapter II: Our Brand 本章关键词、句：企业、产品品牌、品牌个性 Key words in this chapter: enterprise, product brand, brand personality 一、企业品牌 I. Company brand 品牌核心价值观：健康、时尚、积极 Brand core value: health, fashion, activeness 品牌地位：全球领先按摩椅按摩器具制造商 Brand position: the global leading manufacture of massage chair and device品牌使命：改善人类健康状态的理念 Brand mission: improve human health 品牌理念：将健康融入生活 Brand philosophy: integrate health into peoples life IREST艾力斯特 以提升国人生活品质和民生健康为己任。致力于成为中国保健按摩器材行业的领航者，成为中国保健按摩椅消费者最信任的产品！为中国保健健康产业的发展贡献出自己的力量！IREST is dedicated to improving the living quality and health of the Chinese people and committed to becoming a leader in fitness massage instrument industry of China with its trustworthy products! It aims to make its contributions to the development of health and fitness industry of China. 为了您的健康生活，我们一直在努力！我们不是在简单地为了耐久性消费品，更重要的是我们在提升您的生活品质、提升您的健康指数。因为您有权享受更高品位、更健康的生活方式！We have been working hard for the sake of your health. We are not simply a producer of durable consumer goods, but a company committed to improving your life quality and health indexes because we believe you are entitled to enjoy a more tasteful and healthy life style. 二、产品品牌 II. Our brand （1）IREST艾力斯特产品：IREST艾力斯特系列按摩椅、按摩床、按摩器具。 (1) IREST products: IREST massage chair, massage bed and massage device series （2）IREST艾力斯特品牌定位：打造全球保健按摩器材领先品牌 IREST brand positioning: the global leading brand of fitness massage devices（3）IREST艾力斯特品牌个性： IREST brand personality: 将健康融入生活 Integrate health into life 中医的穴位原理融合到西医的热效理疗 Integrate the acupuncture points of Chinese herbal medicine into the thermal physical therapy of western medicine品质的象征，成功精英生活的典范 Quality token and model of successful elite life 三、IREST艾力斯特品牌代表了什么？ What does IREST brand represent? IREST艾力斯特的品牌代表着：健康、时尚、积极。我们要让我们的顾客体验到：IREST艾力斯特品牌传递给他们真诚的关爱和健康的理念以及和一流的无忧服务。IREST brand represents health, fashion and activeness. We expect our customers to feel the message of sincerity, loving care, health philosophies and topnotch worry-free services that IREST brand conveys to them. 1、对我们的顾客而言：To our customers: （1）IREST艾力斯特代表着高品质的、健康的经典生活方式； IREST represents a high-quality, healthy and classic life style; （2）有品位、有档次、有身份的选择；IREST is equivalent to high taste, grade and social status; （3）是对健康有效的长期投资，是对自己的关爱和呵护；IREST is a long-term investment on health and care for oneself; 2、对我们自己而言我们是IREST艾力斯特的合作伙伴，IREST艾力斯特是我们IREST艾力斯特人共同的事业。 To ourselves we are partners of IREST and IREST is the common undertaking of all IREST staffs. 第三篇：认识我们的产品 Chapter III: Our Products 本章关键词、句：IREST艾力斯特产品、产品特点和优势 Key words: IREST products, product characteristics and advantages 一、什么是保健按摩器材？ I. What is fitness massage device? IREST艾力斯特的产品到底是什么？是运动器械、健身器材、保健器材、医疗保健行业？What on earth are IREST products, sports instruments, bodybuilding devices, fitness devices or medical fitness instruments? 现在，IREST艾力斯特的产品是：保健按摩器材 Currently, IREST products are fitness massage devices 定义保健按摩器材是：是以按摩椅为主的模仿人手按摩的系列产品，突出“保健的功能”。主要系列：按摩椅、按摩垫、按摩棒、足浴按摩器等。这类是按人体工程学原理设计，将专业按摩师技术与穴位保健按摩融为一体的产品的统称。Fitness massage devices are defined as follows: primarily massage chairs and other products that resemble manual massages for the purpose of “fitness”. Main product series include: massage chair, massage pad, massage rod, foot bath massager, etc. They are the collective name of products that combine professional massager techniques and acupuncture point fitness massages according to ergonomic principles. 二、IREST艾力斯特现有的产品线 II. Current product lines of IREST 按摩椅、按摩床、足浴按摩椅、按摩器 Massage chair, massage bed, footbath massage chair, massager 三、IREST艾力斯特保健按摩器材的特点及优点（重点记忆） III. Characteristics and advantages of IREST fitness massage devices (key ones needs to be kept in mind) 风 格：中医的穴位原理融合到西医的热效理疗 Style: integrate the basic principles of acupuncture points of Chinese herbal medicine into the thermal physical therapy of western medicine 特 色：沉稳、时尚、精致；个性化的按摩程序 Features: composure, fashion, delicacy; individualized massage procedures 工 艺：严谨、注重细节的完美，精益求精 Workmanships: meticulosity, emphasis on perfection of details, better than the best 按摩椅独特技术：首创3D机械仿真手、气囊按摩技术、体形感应器Unique technology of massage chair: Unique and proprietary 3D simulative mechanical arm, airbag massage technology and figure sensor按摩椅坐感：舒适、释放、轻松 massage chair sitting experience: comfortable, released and relaxationIREST艾力斯特广告语：突破科技 激活力量 IREST advertising slogan: scientific and technological breakthrough, activates the vigor and vitality 第四篇：认识我们的上帝 Chapter IV: Our Customers 本章关键词、句：顾客、潜在消费者、消费者品牌消费环境、内部员工。Key words: customer, potential consumer, consumer brand, consuming environment, internal staff 一、 顾客是我们最重要的朋友 I. Customers are our most important friends 只有把顾客当作我们的朋友，用真心去服务他们，才能知道顾客的需求，从而打消顾客的疑虑，让顾客满意。我们一定要明白：顾客满意了，公司就会满意，公司满意了，您就会满意。We can know about our customers demands, eliminate their worries and satisfy our customers only when we treat them as friends and serve them with sincerity. We must bear in mind that customer satisfaction is equivalent to company satisfaction and your satisfaction. 二、针对不同的消费者用不同的营销方法，保健按摩器材的主要购买者一般有如下几类：II. Apply different types of sales and marketing methods for different consumers. Main consumers of fitness massage devices are divided into the following types: 1、高强度工作的白领者： White-collars with a high degree of work intensity 特征：他们主要是2240 岁的都市年轻人，快节奏城市的职业工作者。工作压力大，神经高度紧张，导致肌肉僵硬。容易失眠，腰椎、颈椎的毛病随处可见，整个身体处于亚健康状态。时常要通过治疗、按摩等医疗手段来缓解压力。Features: they are mostly urban youngsters aged between 22 and 40 and professionals with a fast work pace. They have a high work pressure which leads to tense nerves and rigid muscles. Insomnia and defects of lumbar and cervical vertebra are common to them so that they are in a constant state of subhealth. Treatment, massage and other medical approaches are good ways to relieve their pressures. 喜好：休息、放松、学习、上网、博客、旅游休闲等。Hobbies: rest, relaxation, study, Internet browsing, blogging, travel, leisure, etc 需求：一种让他们能够缓解亚健康状态，喜欢的保健按摩器材实用、方便，性价比比较高。Needs: things that can alleviate their subhealth state; they love the fitness massage devices that are practical, convenient and have a high performance-price ratio. 2、40 岁左右的事业有成、家庭环境较好者 Well-off people aged 40 with a successful career特征：他们是有孩子的家庭，一般家庭主人是事业较成功的中年人。他们喜爱购买新产品以跟随时代的脚步，他们经常看电视，与亲戚、朋友经常来往，容易受他人影响。追逐时尚和品质生活的一类人。Features: they have kids and they are middle-aged people with a successful career. They love to purchase new products to keep updated with the development of times. They frequently watch TV and keep in touch with relatives and friends and are easily affected by them. They are after fashion and high-quality life. 需求：一种有档次和有面子的保健按摩器材，高贵，典雅又比较时尚。Needs: a type of high-grade and decent fitness massage device that is noble, elegant and fashionable. 3、参加工作2-3 年，有一定的积蓄，买保健按摩器材送父母特征：刚刚开始在外打拼，希望过年回家逢年过节带点东西给父母。过年送健康为主，所以比较关注健康类的产品。经济能力中等，消费形态非常感性，会尝试不同的东西，但十分注重性价比。Those with a work experience of 2 to 3 years have some savings and hope to buy some fitness massage devices as a gift for parentsFeatures: they have just started working and hope to take something healthy back as a gift for parents during the festivals. They care more about health products. They have a medium paycheck and are highly sensitive in consumption. They may try different things but emphasize performance-price ratio very much. 需求：一种他们能够负担得起的保健按摩器材，操作简便，方便打理。Needs: one affordable fitness massage device that is simple and convenient for operation and handling. 4、公司福利，送礼一族，送健康产品 Company welfare and health gift 特征：大客户营销方面-公司福利采购，增加员工的凝聚力；政府机关送礼，成为一种关爱的时尚。Features: big account sales corporate welfare purchasing to enhance staff cohesion; governmental organization gifts as a sign of care. 需求：一种能体现公司关爱员工、能体现送礼者诚意的价值较高的、比较精致的保健按摩器材。Needs: one type of high-value and delicate fitness massage device that reflects a companys care for staffs and the givers sincerity三、消费者典型的品牌消费环境 III. Typical brand consumption environment of consumers 为了与我们目标消费者进行有效的沟通，需要了解他们的消费生活地图，了解经常购买的品牌，在购买销售中引起消费者的共鸣，通过他们拥有的喜爱的品牌进行有效地价值沟通。继而，与消费者进行类比说服购买，如“你现在一定拥有了自己的一套房子，有等离子液晶电视，装修豪华的厨房和卫浴，可能还有名酒名烟，但是您有没有想过，现今社会最宝贵的是你的健康，您的健康是无价的，应该有经常去按摩放松身心吧。您也了解按摩的好处，您有没有想过在家拥有一台既能让你放松缓解疲劳实现身心健康愉悦、又能体现你积极的生活态度和不俗品位的保健按摩椅呢？”我们导购员要与消费者进行价值、生活方式对等的对话，知道最主流的品牌流行趋势，能与之进行沟通，并引导其进行按摩椅的购买：It is necessary to know about the living habits of our consumers and the brands they favor in order to engage in effective communication with them. It is necessary to arouse their identification with our brand and convey our brand value to them through the brands they favor during sales, which is followed by analogism to persuade them to buy our products, e.g. “You must have your own apartment, a plasma TV and well-decorated kitchen and bathrooms. You may also have wines and tobaccos of a famous brand. But have you ever thought that your health is the most precious and invaluable and you should frequently relieve yourself through massaging. Just come and have some knowledge about the benefits of massages. Have you ever though of having one fitness massage chair at home that can alleviate your fatigue, make you healthier and happier and reflect your active living attitude and unique taste? “Our shopping guides need to communicate with consumers in value and living style on an equal basis. They must know the mainstream brands of fashions and guide the customers to purchase the massage chair: l 家庭居室配置方面：House decoration 住房面积：100M2 以上万科、复地等知名楼盘； Apartment: Vanke, Forte and other famous real estate brands with an area of over 100sqm厨房：欧派、科宝.博洛尼、意大利法尼尼 、德国柏丽 、德国、阿尔诺 、韩丽宅配 、香港美食橱柜等厨房装修；Kitchen: Optima, Kebao Boloni, Ferranini, Nobilia, Alno, Hanex, Meishi, etc 卫生间：TOTO，科勒，美标等；Bathroom: TOTO, Kohler, American Standard, etc 家电：SONY、松下、三洋、夏普液晶、等离子电视；海尔、夏普双门冰箱 Electronic appliance: SONY, Panasonic, Sanyo, Sharp LCD and plasma TV; Haier and Sharp double-door refrigerator 其他：健身瘦身仪器； Others: fitness and weight-loss devices: l 衣物配置方面：Clothing: 经常消费的是国内一线品牌或者国际品牌，月度消费额在2000 以上。Those people who favor the first class domestic brands or international brands with a monthly expense of over CNY 2000.女士品牌消费集中在：依恋、esprit、edc、etam、u2、sodo 等，购买场所在中高档百货，在上海：例如新世界、梅陇镇、港汇、恒隆、久光等高档场所和太平洋百货、汇金百货、正大广场、置地广场等中档场所。 Female brands mainly include: Yinian, Esprit, edc, Etam, U2, Sodo, etc that are usually available in high and medium-end department stores. Take Shanghai as an example, they are available in New World, Meilongzhen, Ganghui, Henglong, Jiuguang and other high-end venues as well as Pacific, Huijin, Zhengda Square, Zhidi Square and other medium-end venues. 掌握女性消费者向往的顶级的十大流行时尚服饰： Top 10 fashion garment brands that female consumers favor the most: 1、唐纳卡兰（donnakaran）2、路易威登（LV）3、夏奈尔(Chanel)4、范思哲（VERSACE）5、迪奥 Dior 6、GUCCI7、Valentino garavani瓦伦蒂诺加拉瓦尼8、PRADA9、GUESS10、giorgio armani （乔治阿玛尼）男性品牌消费主要集中在：杰克.琼斯，马克.华菲，LEE。月度置装费用在1000左右。The brands that male consumers favor mainly include Jack Jones, Fair Whale and LEE. Monthly expense: CNY 1,000. 掌握男性消费者向往的顶级的十大流行时尚服饰：Top 10 fashion garment brands that male consumers favor the most: 1、Hugo Boss 波士2、Gianfranco Ferre 乔治阿曼尼3、CalvinKlein 卡尔文克莱恩4、Gucci5、Dolce&Gabbana 多尔切和加巴那6、Prada 普拉达7、Christian Dior 里司汀迪奥8、Domma Karan （美国品牌）9、 Giorgio Armani （意大利品牌）10、Zegna 杰尼亚全球顶级名表十大品牌：Top 10 global watch brands: 欧米茄、积家、伯爵、江斯丹顿、劳力士、卡地亚、爱彼、万国、宝玑、百达翡丽、芝柏 Omega, Jaeger, Piaget, Les Historiques, Rolex, Cartier, Audemars Piguet, IWC, Breguet, Patek Philippe and Girard Perregaux饮食方面：Food and beverages 偏好无机食品和注重营养的合理搭配。但是由于工作紧张，经常在外聚餐，月度在外饮食价格比在家用餐高2-3倍。知晓当地最有名5-10 个特色餐厅。Favor inorganic foods and focus on a rational recipe but have to dine out usually due to intense work pressure with a monthly boarding expense that is two to three times higher than dining indoors; know 5 to 10 most famous specialty restaurants locally. 旅游方面：Tourism 家庭一年旅游费用共计30000 元以上，近远距离旅游。周边短途游或者长途游。Annual traveling expenses total over CNY 30,000 for the family, including short and long-distance traveling. 从以上几个方面，根据穿着以及谈吐等用提问式手法与消费者进行沟通和交流，准备发现消费者的真正需求（送礼、功能需求、社交氛围需求），成为消费者的贴心小棉袄，才能促进销售。Communicate and exchange with the consumers regarding the previous topics in a Q&A approach according to their apparels and conversation style, always be ready to find their genuine needs (gifts, functional needs, social activities, etc.) and become someone of help to them in order to promote sales. 四、每个IREST艾力斯特员工同样是IREST艾力斯特关注的焦点 IV. Each IREST staff is also the focus of attention for IRESTIREST艾力斯特视自己的员工为关注的焦点，公司对于每个IREST艾力斯特人的态度和要求：IREST regards staffs as its focus of attention and each IREST staff shall satisfy the following attitudes and requirements: l 我们只选择品德优秀的员工；We only choose staffs with good morality l 我们认为公平竞争很重要我们会为每一位员工提供公平的竞争环境和晋升机会；We regard fair competition as very important we will provide a fair competition environment and equal promotional opportunities for each and every staff. l 我们希望在公司的系列计划培训之外，我们的员工能够时刻不忘自我提高；We hope our staffs keep improving themselves besides a series of trainings scheduled by the Company. l 当你觉得有困难的时候，你的经理或主管一定会帮助你；When you feel in trouble, your manager or supervisor will surely help you; l 一切为了客户和消费者，凡是对客户、消费者和我们本身有益的事都可以义不容辞地做；All that we do are for customers and consumers. We will do everything we can to the benefit of our customers, consumers and ourselves. l “严即是爱”没有规矩不成方圆，我们将严格按规章制度办事，对事不对人。 “Strictness is love” rules are the basis of everything and we should strictly obey the rules and regulations, judging the affairs rather than people. 第五篇：认识我们的职责Chapter V: Our Responsibilities 本章关键词、句：导购基本原则，五大原则三项素质，5S 原则Key words: basic principles of shopping guide; five principles and three qualities, 5S principles 一、终端导购5 项基本原则： I. Five basic principles for terminal shopping guide 终端导购应该认真执行推广终端陈列、促销活动方案；Terminal shopping guides shall carefully implement the terminal display and promotional activity scheme; 热情积极工作，体现IREST艾力斯特企业的社会及服务价值；Work actively to reflect ERESTs social and service values; 遵守终端有关终端导购的管理制度和纪律；负责管理好终端陈列与促销物料；对销售结果进行记录、评估与反馈。Observe the terminals management rules and disciplines for shopping guides; properly manage product displays and promotional materials at terminals; record, appraise and feedback on sales results. 二、优秀终端导购、导购员5 大职责： II. Five major duties of excellent terminal shopping guides and shopping guides 宣传产品：通过在终端与顾客交流，向顾客宣传产品给消费者带来的好处；Products campaign: introduce the benefits of the products to consumers during communication with customers at the terminals; 维护终端：做好终端产品、POP 的陈列，保持整齐、清洁、有序； Maintain terminals: properly display the products and POP at terminals and keep a neat, tidy, clean and orderly environment; 推介产品：保持良好的服务心态，创造舒适的购买环境，适当地向消费者推介；Products promotion: keep yourself in a good servic