Requirements of Beijing Estee Lauder Recruitment Guide

The knowledge structure needed for a successful shopping guide: ① enterprise knowledge: product line and its length, depth and width; Corporate culture, history and vision. ② Product knowledge: Very familiar with the performance, characteristics, operation demonstration and maintenance of each product; Understand and master the company's product-related business policies. 3 marketing knowledge: how to do brand promotion activities. ④ Psychological knowledge: Understand the purchasing psychology of customers. ⑤ Public relations etiquette knowledge: how to communicate with people and how to show your image.

The shopping guide plays a very important role in the process of customers' purchase: first of all, he is a service expert and marketing representative (organizer), who can guide customers to shop. Secondly, he should be the representative and ambassador of the customer's position, consider the customer's needs, and let the customer perceive from his words and deeds that the product is the most suitable for him. Role positioning is a very important part of shopping guide skills. Successful shopping guide also needs to master a series of basic skills such as product demonstration, operation skills and communication skills.

Because the standard of quality service is endless, the improvement of shopping guide skills is closely related to every shopping guide. Today's quality service is not necessarily tomorrow. How to improve shopping guide skills? This may be the most concerned issue for shopping guides, including successful shopping guides.

First of all, we should be prepared before shopping guide. The initiator, influencer, decision-maker, buyer and user of the purchase must understand what the customer says and does, so as to find the breakthrough point. Secondly, we need to thoroughly understand the customer's buying process.

Need to know, collect information, choose, plan evaluation, purchase decision, post-purchase behavior, these are the basis of upgrading skills. Only by truly understanding the customer's purchase process can we provide different services with the progress of the customer's purchase process. Third, program some basic shopping guide processes.

Shopping guide trilogy:

Step 1: greet and receive customers warmly and thoughtfully, communicate with customers as soon as possible, show professional image (neat uniform, use Mandarin, introduce yourself), treat customers politely (smile, stare, polite language), keep a certain distance (leave customers a certain space and time), and take care of their peers;

Step 2: Communicate (discuss) with customers wholeheartedly, be confident in contacting customers, be careful in observing customers, be sincere in caring for customers, be tempted by interests, be careful in product display, be patient in communicating with customers, grasp customers' curiosity, make good use of customers' herd mentality, handle objections carefully, and have a normal mind about customers' purchase decisions;

Step 3: Promote the purchase. Seize the opportunity of the transaction, skillfully promote the purchase, testing, inspection, invoicing and assistance in payment, seeing off customers and returning to customers.

Tough personality, rich knowledge and service-oriented spirit are the three basic qualities necessary for a successful shopping guide.