*Please note that this training will be conducted in Chinese*

*请注意本次培训将以中文进行*

课程介绍/Introduction

职场中，各阶层员工都绕不开商务礼仪的困扰：

• 企业领导：公司高速发展发展太快，客户、合作伙伴要求越来越高，员工的言谈举止却无法展现公司的形象。有些高管在接待政府领导、客户高层时因不得体而影响了商务合作。 难道要我亲自抓？
• 销售总监：见客户时，下属的仪容仪表和举止言谈难以获得客户的好感和信任，怎么成单？
• 职场员工：同样学历、同期入职的人升得比我快，竟然是因为我的形象、举止言谈不够得体？

仓廪实而知礼节。随着人类交往的空间范围越来越大，在各种商务场合交往对象的层次越来越复杂，人们都更加关注彼此细节上的行为表现是否得体、从容，希望能够赢得他人的尊重和信任，促进合作。而礼仪恰恰是细节方面的约定俗成，体现尊重和友好的规范行为。本课程将帮助职场人士，特别是销售及销售相关人员认识到形象的重要性，并生成一套兼顾个人气质与职位要求的商务礼仪流程。

Business etiquette is a common challenge at all levels:

• Leaders: As the company grows, clients and partners expect more—yet employee conduct, even at senior levels, can undermine the company's image and partnerships.
• Sales Managers: Team members' appearance, demeanor, and speech often hinder client trust, making it difficult to close deals.
• Employees: Peers with similar qualifications advance faster—frequently due to stronger professional presence and communication.

In today's interactions, subtle behavior is closely watched. Etiquette provides the framework to convey respect and build trust through detail. This course helps client-facing professionals recognize the importance of image and develop a practical, personalized approach to business etiquette.

目标受众/Target Audience

总经理、营销副总经理、营销总监、销售经理、市场经理、大区经理、产品经理等销售或者销售相关管理人员

GMs, Marketing VPs, Sales Directors, Regional Managers, Product Managers, and sales-related leaders, etc.

授课形式/Teaching Method

课堂讲授、视频展示、案例分析、个人练习、互动提问

Lectures, video demo, case study, exercise, Q&A

课程目标/Objective

• 心态上：阐释礼仪的本质与价值，激发学员主动应用的意愿，将礼仪内化为可提升的职业软实力。
• 行为上：通过场景模拟、角色扮演等形式开展训练，聚焦商务接待、日常交往等关键场合，结合针对性反馈帮助学员现场改善行为，感受改变带来的积极影响。
• 能力上：结合典型场景解析礼仪原则，帮助学员建立自我觉察与提升的思维模型，做到举一反三，灵活应对未来各类社交与职业场合。
• Mindset: Explain the essence and value of etiquette to motivate proactive application, internalizing it as a cultivatable professional soft skill.
• Behavior: Conduct practical training through scenario simulations and role‑plays, focusing on business receptions and daily interactions. Provide targeted feedback to help participants immediately refine their conduct and experience positive changes.
• Capability: Analyze etiquette principles within typical scenarios to help participants develop a thinking model for self‑awareness and continuous improvement, enabling them to adapt and respond confidently in various professional and social situations.

课程大纲/Outline

第一讲：形象准备——第一印象定成败

55387、首因效应

o 表情：笑赢天下

­微表情的读心术

­要有温度的微笑

o 眼睛：气场的指南针

o 仪态语言：修炼你的身体气场

站姿：正直向上的语言

走姿：自信大方的表达

坐姿：端庄亲和的气质

蹲姿：不失礼的仪态美

o 情景模拟：销售中的神奇呈现

进一步加深印象——形象礼仪

o 悦己悦人仪容礼仪

­发必理——由"头"开始的整洁

­面必净——观"心"的外在显现

­肢必洁——细节彰显品位

o 销售中的着装礼仪

­职业着装的基本原则（和谐为美、个性为要、TPO 原则）

­常见着装误区点评

­兼具个性的服饰色彩搭配（时尚职业搭配，要求）

­符合身份及场合的风格搭配（包含工作场合和非正式工作场合）

树立好形象——行为礼仪

o 介绍礼仪

o 握手礼仪

o 鞠躬礼仪

o 名片礼仪

o 递接礼仪

讨论：拜访型销售和守候型销售的礼仪流程

第二讲：商务宴请礼仪

接待宴请前的八知

o 宴请时间

o 宴请人数

o 核心人物

o 餐厅选择

o 宴请标准

o 酒水安排

o 陪客安排

o 礼物准备

宴请前的三了解

o 了解宾客风俗习惯

o 了解宾客生活忌讳

o 了解宾客特殊需要

案例分析：客户关系管理应用在商务宴请中

陪客人设安排

o 分工明确

o 互补默契

入场迎宾礼仪

o 迎接礼仪----什么是高接？

o 引领入座礼仪

o 商务介绍礼仪

商务介绍礼仪

o 主客双方如何做介绍

o 团队成员先介绍谁

o 如何恰当补光

o 如何得体追光

宴请座次安排规则

o 面门为上

o 居中为上

o 以右为上

o 以远为上

互动：如何判断主位？

动筷礼仪

o 谁先动筷？

o 几个菜动筷？

宴请中之酒文化礼仪

o 酒的选择与准备

o 高端酒局如何带酒

o 酒水几分满

o 敬酒礼仪

o 倒酒礼仪

茶的礼仪——如何为客倒茶？

Module 1: Image Preparation – First Impression Determines Success or Failure

· The 55387 Principle & Primacy Effect

o Facial Expression: Smile Conquers All

­ Micro-expression Mind Reading

­ Warm & Sincere Smile

o Eyes: Compass of Personal Aura

o Posture Language: Cultivate Your Physical Aura

­ Standing Posture: Language of Uprightness

­ Walking Posture: Expression of Confidence & Poise

­ Sitting Posture: Temperament of Dignity & Approachability

­ Squatting Posture: Elegance Without Indecency

o Scenario Simulation: Powerful Presentation in Sales

· Deepen Impression – Image Etiquette

o Grooming Etiquette for Self & Others' Delight

­ Neat Hair – Tidiness Starts from the Head

­ Clean Face – External Reflection of Inner State

­ Clean Limbs – Taste Shines in Details

o Dressing Etiquette in Sales

­ Core Principles of Professional Dressing (Harmony as Beauty, Personality as Priority, TPO Principle)

­ Comments on Common Dressing Mistakes

­ Personality-Friendly Clothing Color Matching (Stylish Professional Matching Requirements)

­ Occasion & Identity-Appropriate Style Matching (Including Workplace & Informal Workplace Occasions)

· Build a Positive Image – Behavioral Etiquette

o Introduction Etiquette

o Handshake Etiquette

o Bowing Etiquette

o Business Card Etiquette

o Item Handover Etiquette

o Discussion: Etiquette Processes for Visit-Based Sales vs. Waiting-Based Sales

Module 2: Business Banquet Etiquette

· Eight Key Points to Know Before Reception & Banquet

o Banquet Time

o Number of Guests

o Core Guests

o Restaurant Selection

o Banquet Standard

o Wine & Beverage Arrangement

o Companion Arrangement

o Gift Preparation

· Three Key Understandings Before Banquet

o Understand Guests' Customs & Habits

o Understand Guests' Daily Taboos

o Understand Guests' Special Needs

Case Study: Application of Customer Relationship Management in Business Banquets

· Role Arrangement for Companions

o Clear Division of Responsibilities

o Complementary Cooperation & Rapport

· Greeting & Reception Etiquette Upon Arrival

o Greeting Etiquette – What is Proper Warm Reception?

o Escort & Seating Etiquette

o Business Introduction Etiquette

· Business Introduction Etiquette (Banquet-Specific)

o How to Introduce Host & Guest Parties

o Who to Introduce First Among Team Members

o How to Properly Highlight Others' Merits

o How to Appropriately Draw Positive Attention

· Banquet Seating Protocol

o Seat Facing the Door is the Honor Seat

o Central Seat is the Honor Seat

o Right Seat is the Honor Seat

o Seat Farthest from the Door is the Honor Seat

Interaction: How to Identify the Honor Seat?

· Chopstick Etiquette

o Who Should Start First?

o How Many Dishes Should Be Served Before Starting?

· Wine Culture Etiquette During Banquet

o Wine Selection & Preparation

o How to Initiate Toasts in High-End Banquets

o Proper Wine Pouring Level

o Toast Etiquette

o Wine Pouring Etiquette

· Tea Etiquette: How to Pour Tea for Guests?