tcl营销培训手册.doc.doc

tcl 营销培训手册快乐的理由生活是快乐的,工作是快乐的,学****也是快乐的。培训手册不是武功秘籍, 读了不能让你立即在销售中所向披靡; 培训手册也不是江湖郎中的膏药,鼓吹包治百病让你无所顾虑。但是,书中自有黄金屋,它能让你在系统的学****中检视自己,在修正经验的过程中告别过去。需要培训手册,怎么用呢? 当然要先看, 认真的看, 挑剔的看。企业文化、产品知识、销售技巧、售点布置……新问题,新示范,新的解决方法。把它当成一个万宝盒,忘了什么,需要什么,就打开来看看。看的多了, 学会了,就是自己的。把它当成一把尺子,对照自己看看哪部分短了,哪部分偏了,哪部分错了, 再想想怎么修正,怎么提高。学****别人的,为的是成就自己。既然有了理由,就让我们尽心学****在进取中体验别致生活,在***中创新工作,把自己做成一张快乐的王牌。梦想开始的地方■梦想开始的地方——企业文化篇了解是心动的开始。TCL 是什么?有多大?怎么来的? ...... 一点一滴,我要知道个明明白白。■我的眼里只有你——产品知识篇不了解自己,是不负责任;不熟悉敌人,就是终结自己。 TCL 彩电有几只枪?几杆炮?杀伤力多大?对手的情况呢...... 既然是 TCL 的前锋战士,我们当然需要全副武装。否则,冲锋陷阵岂不成了前仆后继。■全看你的啦——销售技巧篇销售怎么做,方法有很多。除了掌握技巧,还要了解顾客的需求和感受——他是怎么想的?想怎么样?处理顾客抱怨,除了安抚,应该还有更多灵丹妙药……■一屋不扫何谈天下——售点知识篇很多感受来自视觉,要不眼睛怎么成了心灵的窗户?嫣然一笑百媚生,美总是令人心动。就那么大点儿地盘,想做得更好,当然我要了解更多。目录快乐的理由·················································1 梦想开始的地方·············································2 ■一、 TCL 企业文化 TCL 集团简介·············································4 总裁寄语················································5 TCL 集团大事件···········································6 品牌优势················································7 企业理念················································7 ■二、促销员岗位职责店面管理················································8 客户管理················································9 日常业务标准化··········································9 考情管理标准化········································· 10 ■三、彩电的基础知识 LCD 液晶的基础技术名词·································· 11 什么是 LED ?············································12 TCL 产品技术············································ 13 TCL 液晶电视命名规则···································· 15 ■附件一: 顾客消费心理购买动机与消费行为分析····················· 16 ■附件二: 促销员管理制度········································· 23 ■附件三江北片区售后服务电话··································· 26 ■附件四销售案例及难题分析····································· 27 第一章 TCL 企业文化一、 TCL 集团简介 TCL :全球化浪潮中新兴的中国力量 TCL 即The Creative Life 三个英文单词首字母的缩写,意为创意感动生活。 TCL 集团股份有限公司创立于 1981 年,是中国最大的、全球性规模经营的消费类电子企业集团之一,旗下拥有三家上市公司: TCL 集团( )、TCL 多媒体科技( )、TCL 通讯科技( )。目前,TCL 已形成多媒体、通讯、家电和泰科立部品四大产业集