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AdministratorMicrosoft2015/8/5杭州诺贝尔集团通用课程系列店面销售服务礼仪学习手册杭州诺贝尔集团有限公司市场运营部2019年9月2日2杭州诺贝尔集团有限公司市场运营部《店面销售服务礼仪学习手册》大纲第1章礼仪及服务礼仪概述····································································3一、礼仪及服务礼仪的内涵及特征·····························································3二、服务礼仪的作用··················································································3第2章店面销售·仪容仪表礼仪····························································4一、仪容礼仪·····························································································4二、仪表礼仪·····························································································6第3章店面销售·形体仪态礼仪·························································11一、站姿··································································································11二、走姿··································································································11三、坐姿··································································································12四、标准手势···························································································14五、微笑··································································································19第4章店面销售·接待礼仪·································································21一、迎接客户礼仪···················································································21二、引导客户礼仪···················································································22三、交换名片礼仪···················································································25四、落座奉茶礼仪···················································································25五、送别客户礼仪···················································································27拓展阅读······································································································301、如何化淡妆···················································································302、服务语言礼仪···············································································353、商务洽谈礼仪···············································································424、商务宴会礼仪···············································································46致读者··········································································································513杭州诺贝尔集团有限公司市场运营部第1章礼仪及服务礼仪概述一、礼仪及服务礼仪的内涵及特征“不学礼，无以立。”——《论语》礼仪是指人们在交往过程中律己、敬人的一种特殊的行为规范。服务礼仪是指服务人员在工作岗位上对服务对象表示尊重，同时用来维护自尊的一种规范化行为。核心是尊重。出于对客人的尊重与友好，服务人员在服务中要注重仪容仪表、形体仪态和接待等规范。二、服务礼仪的作用（一）留住顾客：调查结果表明：如果在某商业企业受到非礼仪待遇，96%的人不会直接抱怨，但有91%的人不再到这个企业来。而且受到非礼仪待遇的人平均要向他周围9个人讲述，其中13%的人要向他周围的20个人讲述。如此无限循环下去……（二）塑造形象：顾客不再光顾的原因有很大程度不是价格、品种等方面的因素，而是因为现场工作人员缺乏礼貌。推销产品前，先推销自己！导购员是诺贝尔集团的市场形象代表，代表的是品牌，而并非只代表个人！4杭州诺贝尔集团有限公司市场运营部第2章店面销售·仪容仪表礼仪一、仪容礼仪（一）头部1、发丝：标准：干净清爽，注重清洗，油性肤质每两天清洗1次，中性肤质1星期清洗2—3次，不可残留发屑等杂物。销售人员应保持发丝整齐有光泽，不染怪异颜色，给人以精神饱满、干净利落的视觉印象。如何鉴别油性肤质和中性肤质？（1）清水脸测试法：洗完清水脸后皮肤会出现一定程度上的紧绷感，根据紧绷感消失的时间长短参照右侧时间判断自己的肤质。（2）面巾纸测试法：晚上洗脸后不擦任何化妆品即上床休息，第二天起床后用面巾纸测试前额及鼻部，若纸巾上留下大片油迹，则证实皮肤性质属油性；若只留下星星点点斑迹，则证实皮肤性质属干性；若介于两者之间则为中性。2、发型：男员工：前不过眉，侧不过耳，后不过发迹线。女员工：短发要梳理整洁，不过颈；长发应盘起，或用指定花色的发圈束起，只用一种头发饰物，扎成马尾辫，刘海要齐于眉上。Tips5杭州诺贝尔集团有限公司市场运营部3、发色：头发以黑色为主，深咖啡色也可以，但不应该染彩发。4、气味：保持发丝干净清爽，无异味；同时注意，使用护发产品不可残留浓重的香味。（二）面部1、注重清洁：保持面部干净清爽，无汗渍或油污等污物；男士需每日剃须修面，不留鬓角。2、面部化妆：女员工工作前一定要化淡妆（对顾客和他人的一种尊重），但不可浓妆艳抹，力求自然，表现出青春的自然美。女士化淡妆步骤见《拓展阅读（一）》。前额留一撮头发能盖住眼睛、坠到人中，甚至挡住了半边脸，当她呼吸的时候或接待顾客的时候，这撮头发在气流的影响下，在脸上飘来荡去，飘来荡去，像是聊斋志异里的人物！妆成有却无6杭州诺贝尔集团有限公司市场运营部（三）手部1、注重卫生，勤洗手，不残留污物，且每次洗完手后擦好护手霜。2、可以涂无色透明的指甲油，但不可以涂彩色的指甲油或做美甲。3、不留长指甲，指甲长度不可过手指指尖。原因：在工作过程中很轻易折断指甲，弄伤自己；在商品或票据的传递过程中很容易划伤顾客，弄伤客户。二、仪表礼仪（一）着装女员工要求统一穿工装，裤装因季节或个人体态变化，可以穿黑色或深色牛仔裤。工装要经常清洗，保持袖口、领口干净；穿着前要将衣服熨烫平整，确保衣物无褶皱；穿衣时要求所有纽扣全部扣上；衣服不得破损、补丁和丢扣子的现象。插入诺贝尔导购员服装。男士女士7杭州诺贝尔集团有限公司市场运营部男员工在我们的团队中占到少数，对男员工的着装要求就是深色西装，西装要求整洁笔挺，背部无头发和头屑，所有的口袋不要放置钱包、名片盒、打火机、香烟等物品。1、男士着西装：三个“三”原则（1）三色原则：全身不得超过三种颜色。（2）三一定律：鞋子、腰带、公文包要一种颜色。（3）三大禁忌：西装袖口商标不拆；穿与鞋不同色的袜子；领带夹不按标准夹。Tips：（一）选择西装1、面料的选择：力求高档，一般毛料为首选。2、色彩的选择：首选藏蓝色，灰色、棕色、黑色也可以选择。3、图案的选择：一般以无图案为好，显得成熟、稳重。4、造型的选择：即版型的选择。目前世界上主要是欧式、英式、美式、日式4种造型：（1）欧式西装：洒脱大气，品牌：杰尼亚、费雷、瓦伦蒂诺、皮尔•卡丹等。（2）英式西装：剪裁得体，品牌：登喜路。（3）美式西装：宽大飘逸，品牌：布鲁克斯兄弟。（4）日式西装：贴身凝重，品牌：顺美。英式、日式较适合中国人穿。（二）规范穿着1、拆除衣袖上的商标。2、熨烫平整。4、衣袖不卷不挽。5、慎穿毛衣：在冬季寒冷时，可以穿一件V型单色羊毛衫，不妨碍打领带。6、巧配内衣：内衣的色彩要与衬衫的色彩相仿，款式上短于衬衫。如果区域未配置工装，可参考以下要点自行配置：8杭州诺贝尔集团有限公司市场运营部（三）与衬衫的搭配与西装为伍的衬衫应该是正装衬衫。（四）与领带的搭配1、面料：真丝或羊毛。2、色彩：蓝色、灰色、棕色、黑色、紫红色。多于三色的领带不合适。浅色或艳色，也不合适。3、图案：单色，或是以条纹、圆点、方格等规则的几何形状为主要图案。（五）与鞋袜搭配1、与西装配套的鞋子只能是皮鞋。真皮。一般讲，牛皮鞋与西装搭配最好，羊皮鞋、猪皮鞋都不太合适。2、与西装配套的皮鞋，按惯例应为深色、单色。最适于同西装套装配套的皮鞋，只有黑色一种。TipsOver！2、女士着套裙：“五不准”原则（1）黑色皮裙不穿。（2）正规场合不光腿。（3）袜子不残破。（4）正装不可搭配休闲鞋。（5）不能出现“三节腿”。Tips：（一）套裙的选择1、面料上乘：最好是纯天然质地、质料上乘。2、色彩宜少：套裙基本要求以冷色调为主，色彩至多不要超过2种。3、图案忌花哨：女士在正式场合穿着的套裙，可以不带有任何图案。9杭州诺贝尔集团有限公司市场运营部4、尺寸合适：上衣不宜过长，下裙不宜过短。裙子的下摆恰好抵达小腿肚子上的最丰满处，是最标准、最理想的裙长。（二）套裙的穿着1、大小适度：套裙的上衣最短可以齐腰，裙子最长可以达到小腿的中部。上衣不可以再短，裙子不可以再长。上衣袖长以恰好盖住手腕为好。2、穿着到位：领子：翻好；袋盖：盖住；裙子穿端正，对齐。3、注意场合：正式场合：套裙。4、兼顾举止：穿上套装后，站要站得又稳又正。TipsOver！（二）饰品随着社会的发展，大家在经济方面有了很大的提高之后，也越来越重视自己的形象，谁都想展示自己的魅力，但是作为销售人员佩戴珠宝首饰就犯了行业的大忌。试想：一个穿金戴玉、珠光宝气的销售员来招待一名普通的顾客，会给顾客带来什么感觉？顾客会感觉：他不像是