Ronnie055
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企</SPAN>业</SPAN>品牌形象管理与</SPAN>优质</SPAN>服</SPAN>务</SPAN>提升</SPAN>（上海，</SPAN>7</SPAN>月</SPAN>9-10</SPAN>日）</SPAN></SPAN> 【培训日期】</SPAN>2009</SPAN>年</SPAN>7</SPAN>月</SPAN>9-10</SPAN>日</SPAN> </SPAN></SPAN> 【培训地点】</SPAN>上海</SPAN> </SPAN></SPAN></SPAN> 【课程背景】</SPAN></SPAN> WHY为什么要学</SPAN>></SPAN>：</SPAN></SPAN> 品牌是一种承诺</SPAN>,</SPAN>是一种信赖</SPAN>,</SPAN>管理品牌形象靠的不仅是产品</SPAN>,</SPAN>还有服务</SPAN>.</SPAN> 你是否花费巨资在建设品牌上</SPAN>,</SPAN>又是否花巨大的人力在维护品牌上</SPAN>? </SPAN>你是否知道优质服务会提升品牌的价值</SPAN>,</SPAN>提高客户的忠诚度</SPAN>,</SPAN>劣质服务会把品牌的声誉毁于一旦</SPAN>. </SPAN> 所有的竞争就是服务的竞争</SPAN>,</SPAN>品牌的管理也不例外</SPAN>.</SPAN> </SPAN> WHAT解决了什么问题</SPAN>>:</SPAN> ■提升对品牌形象管理的共识 </SPAN></SPAN> ■了解优质服务与品牌形象管理的密切关系</SPAN></SPAN> ■加强优质服务意识</SPAN></SPAN> </SPAN> 【课程大纲】</SPAN></SPAN> 模块一：品牌形象管理的基本要点</SPAN></SPAN> 1</SPAN>、一个品牌就是一种承诺</SPAN></SPAN> ■品牌元素</SPAN></SPAN> ■制订品牌承诺</SPAN></SPAN> ■从而创造价值</SPAN></SPAN> </SPAN> 2</SPAN>、品牌定位的基本原则</SPAN></SPAN> 3</SPAN>、创造品牌价值的基本框架</SPAN></SPAN> 4</SPAN>、品牌价值体现在利用品牌创造更高价格或更大规模的能力</SPAN></SPAN> 5</SPAN>、品牌价值为什么重要</SPAN></SPAN> 6</SPAN>、明确的品牌定位</SPAN></SPAN> 7</SPAN>、创造从理智到心灵的品牌吸引力</SPAN></SPAN> 8</SPAN>、品牌既涉及到战略又涉及到实施</SPAN></SPAN> </SPAN> 模块二：个人形象管理与品牌形象管理</SPAN></SPAN> 1</SPAN>、第一印象</SPAN>,</SPAN>永久的印象</SPAN>: </SPAN>没有任何人能重塑留给对方的第一印象</SPAN> </SPAN></SPAN>树立良好的声誉</SPAN>,</SPAN>需要二十年的时间</SPAN>,</SPAN>而毁掉它</SPAN>,</SPAN>五分钟就足够了</SPAN>. </SPAN></SPAN>如果你能考虑到这一点</SPAN>,</SPAN>你就会讲究礼仪了</SPAN>. </SPAN></SPAN> </SPAN>---</SPAN>沃伦 巴菲特</SPAN></SPAN> ■第一印象六要素</SPAN></SPAN> </SPAN> 2</SPAN>、管理好自己的个人形象</SPAN>,</SPAN>管理好要传递给客户的印象</SPAN></SPAN> 3</SPAN>、形象管理四要素</SPAN>: </SPAN>言</SPAN>语言</SPAN>,</SPAN>语速</SPAN>,</SPAN>语气</SPAN>,</SPAN>语音</SPAN>,</SPAN>语调</SPAN>> </SPAN>姿</SPAN>站</SPAN>,</SPAN>坐</SPAN>,</SPAN>行</SPAN>> </SPAN>神态</SPAN>眼神</SPAN>,</SPAN>表情</SPAN>> </SPAN>服饰</SPAN>清洁度</SPAN>,</SPAN>品味</SPAN>,</SPAN>场合</SPAN>></SPAN> 4</SPAN>、个人形象会强化品牌形象</SPAN>,</SPAN>也会摧毁品牌形象</SPAN></SPAN> 5</SPAN>、注重品牌形象管理首先要注重个人形象</SPAN></SPAN> 6</SPAN>、个人形象密集训练</SPAN></SPAN> </SPAN> 模块三：品牌形象管理与优质服务</SPAN></SPAN> 1</SPAN>、强大的品牌来源于全方位的品牌优质服务体验</SPAN></SPAN> 2</SPAN>、三流服务注重产品</SPAN>,</SPAN>二流服务倡导理念</SPAN>,</SPAN>一流服务传播生活方式</SPAN></SPAN> 3</SPAN>、优质服务核心</SPAN>----</SPAN>让客户感动</SPAN></SPAN> ■用心服务——假如我是消费者</SPAN></SPAN> ■主动服务——要做的正是对方正在想的</SPAN></SPAN> ■个性化服务——品牌的拥护者需要规范且个性化服务</SPAN></SPAN> </SPAN> 4</SPAN>、优质服务技巧</SPAN></SPAN> ■倾听——先让对方说，自己听明白</SPAN></SPAN> ■表达——解答对方疑虑是关键，避免做个录音机重复播放</SPAN></SPAN> ■感觉——读出客户内心语言，制造惊喜</SPAN></SPAN> ■灵活——服务一定是个性化的</SPAN></SPAN> ■确认——不因为经验丰富而过与自信</SPAN></SPAN> </SPAN> 5</SPAN>、客户沟通技巧</SPAN></SPAN> ■如果客户一直盯着某件特定商品在看的话，→应该说 </SPAN> </SPAN></SPAN> ■如果发现客户好像在寻找什么的话→应该说</SPAN></SPAN> ■当和客户四目相对的时候，→应该说</SPAN></SPAN> ■当客户在与同伴商量的时候→应该说</SPAN></SPAN> ■如果客户开始触摸商品的话→应该说</SPAN></SPAN> </SPAN> 6</SPAN>、用优质服务加强凝聚力</SPAN>,</SPAN>巩固客户对品牌的忠诚度</SPAN></SPAN> </SPAN> |