新编剑桥商务英语(高级)第三版4.1

The art of selling

Selling

1 What do these quotations suggest are the qualities of a successful salesmen? ‘Your attitude, not your aptitude, will determine your altitude.’

'People don't buy for logical reason. They buy for emotional reasons.'

'Failure is a detour, not a dead-end street’.

'People often say that motivation doesn't last. Well, neither does bathing–that’s why we recommend it daily.'

‘The complaining customer represent a huge opportunity for more business.'

Zig Ziglar , author of Secrets of Closing the Sale

2 Have you ever sold anything? Do you consider yourself to be good at selling?

Why?/Why not?

3 Complete this short article about the importance of selling using the words given

below.

There is so much competition in the market place today, particularly (0) price competition, that it is unusual for a seller to be able to find a (1)___selling point or a

(2)___advantage with which to convince the customer. Instead he has to rely on using

(3)___ benefits and/or giving (4)___value to the customer through (5) ___service. This makes the job of the seller all the more Important. What he has to do is identify the real decision (6)___in the buying process and then act quickly on a buying signal.

A buying signal la when the (7)__customer gives a sign to the seller that he is open to being sold the product or service.

4 Look at these statements by different prospective buyers of a car. Imagine you are

the sales person at a car dealer's dealing with them. What would you say or do next to try to close the sale.

1 'I really like the car, but it's a bit outside my budget’.

2 It's got everything I want, but silver is not the color I had in mind’.

3 I’m really confused about all these extra options - I just wanted to buy a car, not a spaceship!'

4 'Thank you for your time. I'm going to go away and think about it’.

5 'I've always had VW, I don't know if this car suits my image.'

Sales techniques

5 Work with your partner. Make a list of the main reasons for a customer deciding

not to buy a product or service.

6 Compare your answer with Zig Ziglar’s on page 127.

7 4.1 Listen to an extract from a radio series At Work where people talk about their working experiences. In this programme two sales people describe their approach to selling.

1 What are they selling?

2 What is the approach of each?

3 What are the advantages and disadvantages of each approach?

8 Look at these extracts from the programme and complete the gaps .Listen again to check your answers.

1 Competition is a ______-not necessarily price competition, because in our sector , quality, ____and service are far more important factors.

2 We use a sales___ that's called 'relationship selling’.

3 We spend a lot of time getting to know each ____individual needs.

4 I have to freely admit to people that our products may not be best___ to their particular needs.

5 I'd much prefer to be doing that than using some ___technique.

6 In my line of business, it's all about___ benefits.

7 It’s difficult to ___any kind of technical competitive advantage for long.

8 I deal only with the decision maker, who’s generally a ___for a chain of stores. 9 ... the most expensive options, because this increases our __sales.

10 As soon as I get a buying signal from them.... I_ __in and close the sale...

11 ... by discussing quantities required, special delivery arrangement , ___payment terms.

cost mass or niche (targeted advertising)

reach (how many see it) success rate

Advertising trends

1 Read the headline on page 39 and predict what the article will say about advertising trends.

2 Read the text quickly. Were you correct in your prediction? Do you agree with the author’s analysis?

3 Study the text again to find the best answer(A,B,C or D) to each question. 1 According to the author changers are occurring in

A the types of television programme we watch.

B the way people, especially young people, access video

C the way televisions are made.

D the amount of programmes that are recorded.

2 2005 was a significant year for television in the UK because

A it was the year Internet use overtook television viewing.

B spending on TV advertising declined.

C viewing figures peaked and started to decline.

D the 16 to 24 age group watched more television than before.

3 In the future, big global companies will

A move away from TV to alternative advertising media.

B still use television to establish their brands.

C try to target their advertisements more precisely.

D return to non-broadcast methods like direct mailing.

4 The growing use of PVRs means that television viewers

A skip through the advertisements without looking at them

B are exposed to a bigger range of advertisements

C can get advertising on demand.

D can pause and rewind advertisements

5 The other growing area of opportunity for advertisers is

A outdoor advertising

B ice dancing.

C big live sporting events

D football

6 The trend for on-demand viewing of programmes

A represents a big threat for advertisers

B means advertisers will spend a lot of money to reach a clear target audience

C will challenge search-based advertising on the Internet

D will increase agencies advertising revenues

7 Advertisers in the future will ask their agencies to attract the young

A with arrange of new Internet-based media

B with more friendly messages

C through chat rooms

D using computer viruses

THE AD REVOLUTION WILL NOT BE TELEVISED

Among most advertisers, agencies and media companies there is a growing consensus that the old broadcast models of advertising are being eroded by the march of technology and that new models will have to be found to promote their products. Consider the growing ubiquity of broadband access and the digital revolution that is fragmenting television viewing across hundreds of channels. Then combine those trends with the upsurge in personal video recorder technology (PVR) and the tendency for younger viewers to watch less TV in favor of sharing their own words, pictures, music and movies online.

In the UK, television viewing fell in 2005 for the first time in the medium’s history. The decline was most pronounced among those aged 16 to 24. In the US, where broadband penetration is even more widespread, those under 25 now spend more time on the Internet than watching television. The effect of these changing media habits is now having a material effect on advertising spending.

But according to Neil Jones of media agency, Carat UK, and others at the sharp end, big companies like Coca Cola and Unilever are actively reducing the amount they spend on television in favour of boosting their Internet budgets and so-called ‘direct response’ advertising – anything from online viral ads to traditional mail campaigns.

Unilever, the consumer goods giant, has said that during the last five years around a fifth of its £300m ad budget was shifted out of television and into outdoor posters, online advertising and sponsorship, such as Flora’s long-running association with the London Marathon. Meanwhile, the PVR effect is starting to make its presence felt now that the devices, which allow viewers to easily record shows as well as pause and rewind live TV, are in a meaningful number of homes. Over 1.3 million people now use the technology, with the majority fast forwarding through adverts on recorded shows.

Increased broadband penetration and download speed are only likely to accelerate the trend for on-demand viewing. Channel 4 chief executive Andy Duncan recently forecast that by 2016 ‘the majority of all programmes will be consumed in an on-demand way, whether through personal video recorders or video-on-demand over the Internet’. As the boom in search-based advertising on the Internet has proved, if advertisers are sure that they are accurately, targeting a receptive audience they will pay a huge premium. Meanwhile event television, which viewers will tune on to watch live, and could be anything from the World Cup to Dancing on Ice will become increasingly vital.

As a result of these trends the amount spent on traditional television advertising on the main channels is declining, while the amount spent on the web is booming. Advertising experts are agreed that brands will increasingly have to engage with individual consumers rather than hoping to catch their attention with traditional catch-all ads.

Advertisers are demanding a more holistic view from their agencies, asking them to consider how to tap into younger consumers via blogs, social networking sites, advertiser-funded content and viral advertising. The latter, which involves making branded messages so engaging and interesting that web users feel compelled to send them on to friends, has come of age during the past two years. ‘We’re seeing a new wave of interest because brands are looking for new forms of media and new marketing techniques,’ says Will Jeffery, Managing Director of viral advertising agency Maverick.

In the short term, Hassell , director at digital agency Ralph, believes that advertisers will increasingly release adverts on the Internet first as a means of creating a buzz around a particular clip

Tenses and time phrases

2 A few years ago …

3 At the moment...

4 By the year 2050 …

5 Nowadays...

6 Over the past ten years...

7 In the next five years...

8 During the I980s...

9 Sooner or later...

2 Use the appropriate time phrase from exercise 1 to complete each sentence. 1 _____we have seen a gradual reduction in working hours.

2 _____no-one has found a satisfactory solution to the problem of the ageing population.

3 _____watching television was more popular among younger age groups than using the Internet.

4 _____the advertising industry enjoyed a boom.

5 _____the economy will begin to recover from its recent

6 _____global temperatures will have risen by 3℃.

7 _____politicians pay too much attention to presentation of their policies and too little attention to their substance.

3 Write some sentences of your own using the time phrases from exercise 1. ■ Transitive and intransitive verbs

4 Choose the correct verb to complete each sentence.

1 The government is going to rise /raise the school leaving age from 16 to 17. 2 The price of oil has risen / raised again.

3 Sales have reduced /fallen in the last two months.

4 You will have to reduce/fall the price to attract ordinary working people. What are the grammatical differences between the pairs of words?

your country.

1 house prices

2 the gap between rich and poor

3 taxes

4 the cost of living in genera

In the field

7 As a sales rep for a medium-sized Italian company, you are visiting shops and department stores in Denmark to persuade them to sock your designer lamps.

Work with a partner. Take the roles of sales rep and buyer for a shop. Look at the situations below and plan what each will say.

Act out the conversations following the example. Try to use at least one of the verbs [rise, lower, etc) in your conversation.

0 The shop buyer only has a few Italian catalogues.

Shop buyer: People drop into the shop all the time to pick up catalogues , but you've only sent us ten and they’re all written in Italian.

Sales rep: We can certainly increase the number of catalogues we sent you, but until the volume of sales goes up, it's not economical to publish them in Danish.

1 The buyer wants to place a small order (four or five) as a trial, but the prices are too high.

2 The buyer loves the lamps, but wants a shorter delivery time on orders. Customers won't wait three to four weeks.

3 The shop normally marks up prices by 100%, but in this case that will make the price to the customer too high.

4 The buyer likes the lamps but feels very loyal to existing suppliers.

5 The buyer needs more point-of-tale promotional material - displays, catalogues, etc.

A sales report

7 During your sales trip to Denmark you receive the following email

from your

Using the framework below and expanding the notes in italics, write a sales report (200 words approx).

SALES REPORT --DENMARK

Results(sales down 30% on last year; market generally flat)

Reasons (new Ikea store recently opened near Copenhagen ;no Danish brochures; biggest customer wants more commission 25%,has frozen orders)

Prospects (good--signs of recovery in consumer confidence ; possible contract with big hotel chain refurnishing twelve hotels)

Recommendations(get Danish brochures out; increase commissions across the board; more advertising, eg articles in lifestyle magazines)

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