Trainers must flexibly control according to the students' ability level, formulate targeted training plans, and improve the training effect of shopping guides. For example, a big sister with more than five years of sales experience, you tell her sales skills and product knowledge, isn't that bullshit? Let's just say, if you are an old general and a college student who just joined the army tells you how to calculate the trajectory of bullets, will you listen? People haven't finished, you may have knocked ten times. By the same token, for elder sister, only by providing strong attitude incentives to meet their self-esteem needs can they stimulate their potential wishes and comply with the company's quality improvement requirements. Before starting the training, it is one of the primary tasks of the trainer to fully understand the requirements of the trainees and do a good job in investigating the training needs. According to my years of practice and research on the training of shopping guides, shopping guides with different entry time have different emphasis on training needs (see the table below for details). When training, we must teach students in accordance with their aptitude and aim at different subjects. It is best to form a fixed module for training content, covering different difficulties in high school, high school and low school, which is as simple and effective as building blocks. Although there is still controversy about what should be trained in the training of shopping guides in the industry, there are some things that are basically recognized by everyone, such as corporate culture, product knowledge, competitive product analysis, sales skills, counter language skills, management system, attitude motivation and so on. This paper attempts to combine these aspects to communicate with friends from all walks of life and improve each other. First, the current situation of local employment of corporate culture shopping guides does not mean that shopping guides can be free from the constraints of corporate history and culture. Instead of treating shopping guides as adults and employees, this phenomenon exists in most enterprises. Most enterprises regard corporate culture and historical honor training as the skills that shopping guides should master, and in the process of publicity and promotion, they regard corporate culture and historical honor as the subsidiary selling points of products to promote. As the primary content of shopping guide training, the training of corporate culture and historical honor is impossible for many shopping guide training experts because they are outside the enterprise. We regard this content as the main content of pre-job training for new shopping guides, and with the positive changes of corporate culture and company dynamics, we use the opportunity of shopping guide weekly meeting to convey the latest information of corporate culture and honor changes at any time. And carry out a systematic and complete reciprocating training on corporate culture and historical honor every quarter. Through the unremitting cultivation of corporate culture and historical honor, on the one hand, it has received increasing returns from the market, on the other hand, it has effectively enhanced the sense of belonging and honor of the shopping guides to the company, and received multiple effects of condensing the shopping guide team, stabilizing the shopping guide team and enhancing the team's combat effectiveness. To put it bluntly, corporate culture training is to enhance the shopping guide's sense of identity with the company, and subconsciously make them feel that the company is the best, which will naturally reveal a strong sense of identity with the company when selling goods, thus persuading rather than persuading customers. Second, product knowledge, analysis of competing products At present, the most common product knowledge training methods are: 1, and comparative analysis with competing products, that is, compare your own products with competitors' products according to their functional characteristics, find out their advantages and disadvantages, and compare and analyze their unique selling points, as shown in Table 3; 2. Find a bunch of product technical materials from professional websites or company technical departments to organize training, such as the filtering principle and orthopedic principle of induction cookers. Do you think it is useful for shopping guides? Is the shopping guide acceptable? Training technicians is different from shopping guides! Ironically, some brothers and sisters stood up with colorful pages of products. I am embarrassed. I don't know much about this product. Please don't laugh! This is the most shameful thing I have ever seen at the training site. Even if you don't understand, you dare to do training, and you are not afraid that the following shopping guide will hit you with shoes. In fact, there are quite a few people who dare to stand in front of the stage without even knowing the products like this. In my opinion, product knowledge should account for at least 40% of the regular training of shopping guides. Only when shopping guides have a deep understanding of products can they become sales experts and gain the dependence of customers. Think about it, a shopping guide who is quite familiar with the product, when talking about the product, does it seem that the product is suspended in front of him? The ancients said: I have a plan, which is probably like this! Generally speaking, product knowledge training should include: selling point FAB practice, new product explanation practice, competitive product analysis and suppression, selling point refining, shopping guide words, terminal common quality problems and customer frequently asked questions answering skills. Third, sales skills Counter language skills have become an essential skill for some trainers, but how much can shopping guides really attract and digest? I have participated in more than nine brand shopping guide training sessions, and sales skills are almost a must for every session. The trainer was so tired that he was sweating at the projector, and the students below were shivering with sleep. This kind of situation is really seen too much at the training site. The reason is that trainers lack the actual on-site sales ability and stay away from the life of shopping guides. Therefore, when talking about some practical terminal problems, it often gives the shopping guide a feeling of alienation. Take counter language training as an example. If the trainer simply talks about some theoretical things, such as two more and two less, changing sentence patterns, circuitous skills, and a lot of ready-made things in textbooks, the shopping guide will definitely not like them without deep processing. This is like feeding a baby. Anyone can eat apples, but not for babies. His digestive ability is still weak, so you have to make apples into sauce. The same is true for shopping guides. Due to the influence of their own cultural quality, most people have limited understanding ability. If they need to go home and ponder carefully to play a role, it will be useless to the shopping guide. As a trainer, it must be clear that the training of shopping guide and salesman is completely different. Shopping guide work in the front line, the simpler and more practical the front line, the more effective. Although the training methods of shopping guides have their own advantages and disadvantages, it is most effective only if students can accept them quickly. For example, when doing counter language training, the author adopts the following methods: analyzing and commenting on various questions raised by customers and several typical statements that the shopping guide should respond to, so that the shopping guide can quickly judge which method is more effective on the spot? More skilled? The biggest feature of this method is strong on-site participation, which can help the shopping guide correct some inappropriate words in the shortest time and directly act on the terminal. Is this more practical than your theoretical skills? Furthermore, when helping the shopping guide to understand the eight stages of customer psychological behavior characteristics, many trainers decompose them step by step according to the following figure. On the surface, they are in good order, but after a class, the shopping guides are confused. What's more, they think they can't sell goods at all. Is this ridiculous? According to my experience, the best way is to follow these eight steps and release the actual examples of the terminal, such as what should we do when customers are concerned? What not to do, it is best to have pictures taken by the terminal or DV short films to support it, and the effect will be better. What should you do if the customer is interested? Why don't you cut in line? Well, how do you say hello? Let's analyze the typical greetings. Which one is used in which occasions? What are the advantages and disadvantages of various greetings, so that everyone can accept them more easily. Fourth, terminal practical training, such as display skills (needless to say, you can give a standard and enforce it), some trainers will sort out a lot of materials from some professional websites, such as China Marketing Communication Network, and hype up some theoretical or seemingly specious things, so that the shopping guides under the stage can easily understand several display methods, understand the display principle and know the golden section of display, but I think the trainers will help to establish standardization. I do similar training. Generally, I first comment on the standard exhibition drawings stipulated by the company, then select the typical photos taken by each terminal, and make a comparative analysis and evaluation on the spot, so that the shopping guide can find out the irregular display on the photos himself, and then extract these phenomena and write the common irregular display phenomena on the whiteboard to deepen the impression. Then, is it mandatory for shopping guides to display and arrange according to standards, otherwise they will be punished? And rectify within a time limit; Will those who meet the standards and have outstanding images be given? Reward, take photos at the same time, and receive bonuses if you fail to meet the standards within three months. Facts have proved that this method has a certain effect on establishing a unified and standardized terminal image.