王榮耀金牌導購員促銷員實戰銷售技巧（WANGRONGYAOGOLDMEDALSHOPPINGGUIDEPROMOTERSACTUALSALESSKILLS）TEACHERPROFILESASAHI,ASENIORLECTURERATTSINGHUAUNIVERSITYBUSINESSSCHOOLDIRECTOROFSALESANDMARKETINGMAGAZINETRAININGSPECIALLYAPPOINTEDPROFESSORANDSENIORTRAINEEOFPEKINGUNIVERSITYHAVEDOZENSOFFAMOUSCHANGYUGROUP,HENGGROUP,39GROUP,TAIYANGSHENGROUP,YANGSHAOGROUP,CONBAGROUP,SHEDIANGROUPANDOTHERCOMPANIESHAVEDONEBUSINESSTRAININGEDUCATIONALBACKGROUNDGRADUATEDFROMSHANXIINSTITUTEOFFINANCEANDECONOMICSIN1983FAMOUSTEACHERARTICLETERMINALCONSTRUCTIONANEWWAYOFMARKETOPERATIONCUSTOMERLETTERSALESPROMOTIONHOWDOPRICECONTROLANDTERMINALCONTROLFAMOUSTEACHERWORKSEDITORINCHIEFOF“TERMINALMARKETINGMANUAL“,WONTHENATIONALBESTSELLINGBOOKAWARDEDITOROF“PRIVATECOMPANIESSALESMANAGEMENTANDCONTROLESSENTIALS“,REPRINTEDMANYTIMESCONTINUOUSLYEDITOROF“ERAOFENTERPRISEOPERATIONANDMANAGEMENT“,BYTHENATIONALDIGITALLIBRARYCOLLECTIONTHEPREPARATIONOF“GOLDMEDALSALESMAN“TRAININGMATERIALS,ASETOF6WRITE“WINEPRODUCTS,RESTAURANTS,SALESBROCHURES“INSALESANDMARKETING,THEBUSINESSWORLD,CHINESEANDFOREIGNMANAGEMENT,WORLDMANAGERSDIGESTANDOTHERMAGAZINES,PUBLISHEDMORETHAN300ARTICLESONSALESANDMANAGEMENTPRODUCTIONOF“SELLINGWILLWINGOLDSALESSUCCESS“,“PROMOTION“,“TACTICSTODEALERSSELLINGENTERPRISESALESCHANNELDEVELOPMENTANDMANAGEMENT“,“GOLDSALESSALESSALESOF4SETSOF“COMBATSKILLSTRAININGDVDBRIEFDESCRIPTIONOFWORKSCATALOG“GOLDMEDALSHOPPINGGUIDEPROMOTERACTUALCOMBATSELLINGSKILLS“FIRSTTALKSHOPPINGGUIDEFACETOFACESALESWITHCUSTOMERSFIRST,SHOPPINGGUIDEWITHMOUTHSALESFROMTHEENTERPRISEPOINTOFVIEW,SHOPPINGGUIDETOPROMOTESALESFROMTHECONSUMERPOINTOFVIEWSHOPPINGGUIDETOHELPCUSTOMERSBUYTWO,THEROLEOFSHOPPINGGUIDE1,CORPORATEIMAGESPOKESMEN2,THEBRIDGEOFCOMMUNICATION3,SERVICEAMBASSADORTHREE,SHOPPINGGUIDEPROMOTERSRESPONSIBILITIESFROMTHECUSTOMERSPOINTOFVIEWTHEJOBOFTHEGUIDEISTOHELPTHECUSTOMERMAKEAWISECHOICEWHILESHOPPINGSTANDINTHEENTERPRISESPOINTOFVIEWSHOPPINGGUIDESRESPONSIBILITIESINCLUDEPUBLICITYBRAND,PRODUCTSALES,PRODUCTDISPLAY,COLLECTINFORMATION,DRIVETERMINALCLERKSALESOFPRODUCTS,FILLINREPORTS,OTHERTEMPORARYTASKSANDWORKSHOPPINGGUIDETOUNDERSTANDTHEFIVEASPECTSOFINFORMATIONMARKETCONDITIONS,COMMODITYINFORMATION,STOREINFORMATION,COMPETINGGOODSINFORMATION,ANDOTHERCIRCUMSTANCESFOUR,SHOPPINGGUIDEPROMOTERSTHEBASICQUALITYSHOPPINGGUIDEMUSTHAVETHEQUALITYASTRONGSALESAWARENESS,WARMANDFRIENDLYSERVICE,SKILLEDSALESSKILLS,HARDWORKSPIRITSECOND,THEBASICKNOWLEDGETHATTHEGUIDESHOULDMASTERFIRST,UNDERSTANDTHECOMPANYSSITUATIONTWO,UNDERSTANDTHEPRODUCTSITUATIONSHOPPINGGUIDESHOULDHAVEENOUGHPRODUCTKNOWLEDGE,ANDFURTHER1FINDOUTTHESELLINGPOINTANDUNIQUESELLINGPOINTOFTHEPRODUCT2FINDOUTTHEADVANTAGESANDDISADVANTAGESOFTHEPRODUCTS,ANDDRAWUPCORRESPONDINGCOUNTERMEASURES3TRUSTPRODUCTSTHREE,UNDERSTANDTHESITUATIONOFCOMPETITIVEBRANDS1,VARIETIES2,DISPLAYANDDISPLAY3,SHOPPINGGUIDESALESSKILLS4,CUSTOMERSFOUR,UNDERSTANDTHESELLINGPOINTOFKNOWLEDGETHIRD,CUSTOMERPURCHASINGPSYCHOLOGY1CUSTOMERTHEBASISOFSALESTWOBASICKNOWLEDGEOFCUSTOMERPURCHASE1BASICKNOWLEDGEOFPURCHASE1STOCHASTICPURCHASEANDPLANNEDPURCHASE2SCALABLECONSUMPTIONANDFIXEDCONSUMPTION2,CUSTOMERSALESSITEPURCHASEBEHAVIORCHARACTERISTICSTHREE,THECUSTOMERSMOTIVATIONTOBUYUNDERSTANDTHECUSTOMERSPURCHASINGMOTIVES,INORDERTOCARRYOUTTARGETEDPERSUASIONFOUR,THETYPEOFCUSTOMER1,DECIDEDTOBUYACERTAINPRODUCTCUSTOMERS2、CUSTOMERSWHOHAVENOTDECIDEDTOBUYAPARTICULARPRODUCT3,FREEBROWSINGCUSTOMERSFIVE,CUSTOMERPURCHASEPSYCHOLOGICALCHANGESSALESARTISLARGELYTHEARTOFCONTROLLINGCUSTOMERPSYCHOLOGYTOBEINTERESTEDINASSOCIATEPRODUCEDESIRECOMPAREWEIGHTRUSTDECIDEACTIONSATISFYFOURTHTALKABOUTSHOPPINGGUIDESALESMANPROFESSIONALSALESSKILLSFIRST,TOSELLTHEMSELVESTOCUSTOMERSTHEFIRSTTHINGYOUWANTTODOISSELLYOURSELFTHESHOPPINGGUIDEGIVESTHECUSTOMERAGOODIMPRESSION,ANDTHECUSTOMERWILLGIVEHIMACHANCETOSELLTWO,SELLINGBENEFITSTOCUSTOMERSTHEGOLDENRULEOFSHOPPINGGUIDEWESELLNOTPRODUCTS,BUTPRODUCTSTOTHEINTERESTSOFCUSTOMERSTHATIS,PRODUCTSCANMEETTHENEEDSOFCUSTOMERSSHOPPINGGUIDECANBEDIVIDEDINTOTHREELEVELSTALKABOUTPRODUCTFEATURESISTHREESTREAMSHOPPINGGUIDETALKABOUTPRODUCTADVANTAGESISSECONDRATESHOPPINGGUIDETALKABOUTPRODUCTINTERESTSISTHEFIRSTCLASSSHOPPINGGUIDEHOWTOPROMOTETHEINTERESTSOFCUSTOMERS1CLASSIFICATIONOFINTERESTS1PRODUCTBENEFIT2ENTERPRISEINTERESTS3DIFFERENTIALINTERESTS2,EMPHASIZETHEPOINTOFSALEITISBETTERTOFOCUSONTHECUSTOMERSMOSTCONCERNWITHLENGTHYDISCUSSIONSABOUTALLTHECHARACTERISTICSOFAPRODUCT3,THEPRODUCTCHARACTERISTICSINTOCUSTOMERINTERESTSFABEMARKETINGMETHOD4INTRODUCETHEPRODUCTINANEASYTOUNDERSTANDLANGUAGETHREESELLPRODUCTSTOCUSTOMERSTHETHREEKEYELEMENTSFORASHOPPERTOSELLPRODUCTSTOCUSTOMERSHOWTOMAKEPRODUCTINTRODUCTIONSMOREATTRACTIVETOCUSTOMERSHOWTOEFFECTIVELYRESOLVECUSTOMEROBJECTIONSANDHOWTOPERSUADECUSTOMERSTODODEALSIMETHODSOFPRODUCTINTRODUCTION1,LANGUAGEINTRODUCTION1TELLINGSTORIES2CITINGEXAMPLES3SPEAKINNUMBERS4METAPHOR5FRANKLINPERSUASION6MERITINDUCTION7ABCDINTRODUCTION8IMAGEDEPICTINGTHEINTERESTSOFPRODUCTS9THESPEAKINGSKILLSOFTHEGUIDEWHENINTRODUCINGTHEPRODUCT2,DEMONSTRATION1VISUALSTIMULATION2AUDITORYSTIMULATION3GUSTATORYSTIMULATION4TACTILESTIMULATION5OLFACTORYSTIMULATION3SALESTOOLSTWOELIMINATECUSTOMEROBJEC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VORCOURSESHOWTOTRAINDEALERSTHE“INTELLIGENCE“DEALERMANAGEMENTTRAININGGOLDMEDALSALESSUPERVISOR“SELLINGHOUSE“WILLWINHOWTOBUILDANDMANAGESALESNETWORKCOURSEBRIEFTHE“INTELLIGENCE“DEALERMANAGEMENTTRAININGSYLLABUSFIRST,MAKEGOODUSEOFDEALERRESOURCES1WHATARETHEOBJECTIVESOFDEALERMANAGEMENTTHECOREOFDEALERMANAGEMENTISMANAGINGDEALERRESOURCESTHEPURPOSEOFDEALERMANAGEMENTISTOMAXIMIZETHEUSEOFDEALERRESOURCESANDTOPROMOTETHESALESOFOURPRODUCTSTHEIDEALGOALOFMANAGINGDISTRIBUTORSISTOLETTHEDEALERSEMPLOYEESBECOMEOUREMPLOYEESLETTHEDEALERSFUNDSBECOMEOURWORKINGCAPITALLETTHEDEALERSWAREHOUSEBECOMEOURWAREHOUSELETDEALERSNETWORKINTOOURNETWORKINSHORT,LETDEALERSBECOMEOURBRANCHOFFICE2LEARNDEALERMANAGEMENTFROMDISTRIBUTORSSALESSTAFFEVERYVISITDEALERS,DISTRIBUTORSARETOSALESSTAFFTOPOLICY,TOSUPPORT,DEALERSINDOINGEVERYTHINGPOSSIBLETOUSETHEMANUFACTURERSRESOURCES,SOTHATMOREMONEYHOWDOSALESMEN,LIKEDEALERS,ALLOWDEALERSTOMAXIMIZETHEIRRESOURCES3,HOWTODOAGOODJOBDEALERRESOURCEMANAGEMENTHOWCANTHESALESSTAFFMANAGETHEDEALERSEMPLOYEESANDLETTHEDISTRIBUTORSPUSHTHESALESOFOURPRODUCTSHOWTOMANAGETHEDEALERSFUNDSANDALLOWDEALERSTOUSEMONEYTOPROMOTEOURPRODUCTSFOREXAMPLE,HOWTOLETDEALERSDOTHEIROWNMONEYPROMOTIONSHOWTOFINDBUSINESSOPPORTUNITIESFROMTHEDEALERSWAREHOUSEHOWTOMANAGETHEDISTRIBUTORSSALESNETWORKTOENSURETHESALESINITIATIVETWODEVELOPDISTRIBUTORSTHATHAVETHERESOURCESWENEEDCHOOSINGAWRONGDEALERISAFAILUREATTHEBEGINNINGTHESALESMANSCHOICEOFDEALERSISTOSEEIFHEHASTHERESOURCESWENEEDRECOMMENDTHEFOLLOWING11TYPESOFDEALERSTOYOURBUSINESSTHREE,MANAGEDEALERSTHREEBIGSTRATEGIES1,INTERESTINCENTIVESALESRULESSALESSTAFFISNOTTOSELLPRODUCTSTODEALERS,BUTTOUSETHEIRWISDOMTOHELPDEALERSUSETHECOMPANYSPRODUCTSTOMAKEMONEYWAHAHA,ZONGZONGSAID“THOSEWHOMAKEALOTOFMONEY,AREPEOPLEWHOKNOWHOWTOMAKEMONEY“HOWDOSALESPEOPLEHELPDEALERSMAKEMONEYSALESPEOPLESHOULDHELPDEALERSMAKEMONEYHELPINGDEALERSSAVEMONEYHELPINGDEALERSRESOLVETHEDISADVANTAGESTHATAFFECTMONEYMAKINGTOHELPDEALERSGAINMONEYWHATDOSALESPEOPLEDOWHENDISTRIBUTORSCOMPLAINTHATSELLINGYOURPRODUCTISUNPROFITABLE,ORTHATSELLINGYOURPRODUCTISLESSPROFITABLETHANSELLINGACOMPETITORSPRODUCT2,CUSTOMERRELATIONSHIPGOODCUSTOMERRELATIONSHIPCANPROMOTESALESHOWDOSALESMENPROVIDEPERSONALIZEDANDHUMANIZEDSERVICETODISTRIBUTORSANDMOVEDEALERS3,VALUEADDEDSERVICESSALESSTAFFTODOCONSULTANTSALESSALESSTAFFTOBETHECUSTOMERSMENTOR,ANDCHURCHCUSTOMERSTODOTHEMARKETDOCUSTOMERDIVISION,TOHELPCUSTOMERSPLANNINGMARKETACTASTHESHADOWMANAGEROFTHECUSTOMERANDDIRECTTHESALESOFTHECUSTOMERTOTHEMARKETDOCUSTOMERSUPERNUMERARYSALESMAN,PERSONALLYTOHELPCUSTOMERSMAKETHEMARKET4,SALESSTAFFOFTHETHREEIDENTITYTOBEAGOODASSISTANTFORDEALERSBEAFRIENDINTHEDEALERSBUSINESSWORLDTOBEACONSULTANTFORDEALERMANAGEMENTFOUR、CUSTOMERCOMMUNICATIONCOMMUNICATIONISAPROMOTIONWITHOUTSPENDINGMONEYMANYOFTHECONFLICTSAMONGMANUFACTURERSAREDUETOBADCOMMUNICATIONHOWDOSALESMENCOMMUNICATEWELLWITHDISTRIBUTORSFIVELEADDISTRIBUTORSWHYDOSOMESALESMENMAKESUGGESTIONSTODEALERS,WHICHWILLBEACCEPTEDBYDEALERSANDCOOPERATEWITHTHEMANDCOOPERATESMOOTHLYWHYDOSOMESALESMENMAKESUGGESTIONSTOTHEDISTRIBUTORS,WHICHWILLBEIGNOREDBYTHEDISTRIBUTORS,WHICHWILLBENEGATIVEANDINCONSISTENTSALESSTAFFMUSTIMPROVETHEIRINFLUENCEONDISTRIBUTORSSALESPEOPLEWHOLACKINFLUENCEONTHEIRCUSTOMERSWILLNOTBEAMARKETINGSUCCESSHOWTOTRAINDEALERSSYLLABUSFIRST,THEMARKETISTHEMOSTVALUABLEASSETDEALER1,WHATISTHEMARKETTHEAMARKETISTHEDEALERSSHAKEQIANSHUBDEALERSPERFORMANCEANDPROFITSCOMEFROMTHEMARKETTHEKEYTOCSBUSINESSISNOTSELLINGPRODUCTS,BUTMARKETING2,WHATARETHEFACTORSTHATMAKEUPTHEMARKETTWOTIPSFORDEALERSTHEMOSTIMPORTANTASSETOFTHEADEALERISITSOWNMARKETBDEALERSVALUETHEBRANDSSALESFORCEANDSERVICEABILITY,ANDMANUFACTURERSVALUETHEDEALERSMARKETCDEALERSWHOLACKMARKETADVANTAGESAREBOUNDTOBEELIMINATEDBYMANUFACTURERS3,THEGOODMARKETISTRAINEDBYDEALERSTWO,GROWWITHTHEBRAND1,CHOOSEABRANDTHATWILLPROMOTEYOUROWNDEVELOPMENT2,LONGTERMCOOPERATION3ACCEPTTHEMARKETINGIDEAOFTHEMANUFACTURERTHREE,MANUFACTURERSAREDISTRIBUTORSOFTHEMOSTIMPORTANTCUSTOMERSDEALERSSHOULDPROVIDEVALUEADDEDSERVICESTOMANUFACTURERS1,DISTRIBUTION2,LOGISTICS3,INFORMATION4,PROMOTION5,MANAGEMENT6,ASMANUFACTURERSOF“BUSINESSCONSULTANTS“7,GOODSOCIALRELATIONSANDBUSINESSREPUTATIONFOUR,USINGVALUEADDEDSERVICESTOTRAINDOWNSTREAMCUSTOMERSLOYALTYHOWTOCULTIVATECUSTOMERLOYALTYTOYOUMANUFACTURERSSHOULDENHANCETHEVALUEOFPRODUCTBRANDSDEALERSSHOULDENHANCETHEVALUEOFSERVICEBRANDSVALUEADDEDSERVICESTODOWNSTREAMCUSTOMERS1,SALES2,SERVICE3,GUIDANCE4,COMMUNICATIONPLAYADOUBLEROLEINFRONTOFMANUFACTURERS,REPRESENTINGDOWNSTREAMCUSTOMERSINFRONTOFDOWNSTREAMCUSTOMERS,ONBEHALFOFMANUFACTURERSFIVE,CREATE“NO1“SETUPTHEIDEAOF“ACTINGASTHEFIRSTBRAND“ADEALERSUSUALMISTAKEATTHESAMETIME,THEDISTRIBUTIONOFVARIOUSPRODUCTS,EACHPRODUCTISNOTGO