终端导购员培训（Terminal shopping guide training）.docVIP

终端导购员培训（Terminal shopping guide training） Basic knowledge structure model of shopping guide I. on the companys (deferred product segment) Company history + status quo + future + image The companys image, scale, strength, industry status, reputation and so on will cause the customer to associate, thus affecting the customers trust in the product. Two, about products (core products) Shopping guide - Product Expert Learning approach: Listen - listen to the professionals and introduce the product knowledge; Look - personally observe the product; Use - personally use the product; Ask for answers to questions; Feel carefully appreciate the advantages and disadvantages of the product Talking about knowing and letting others understand is two concepts Further familiar: 1, find the selling point and unique selling point of the product. Selling point - Basic Attributes Unique selling point (USP) - product difference force (feature + image) 2, the SWOT method Advantage shortcoming Consider how to translate a defect into an advantage or give a reasonable explanation to the customer. Opportunity threaten 3, trust products. Learn to appreciate your products in a variety of ways Confidence, confidence, persuasion Junior shopping guide can further understand the product selling point and advantages and disadvantages, and draw up countermeasures, senior shopping guide on the basis of understanding of products rely on products. Two, about competition brand Looking for differentiated products and competing brand products Shopping guides need to know about competitors (similar goods, substitutes): 1, varieties. Main product promotion, product main selling point, quality, performance, features is the price new product 2, display and display. Counters display merchandise and display features POP advertising performance 3, promotion model Promotional content Promotion communication 4, selling skills. Different interpretation techniques for selling points 5. Competitor price analysis Custo