BEChighermodule4高級(jí)商務(wù)英語(yǔ)

1、HIGHERSUCESS WITHBECMODULE 4 Business TopicThe art of selling4.1 Business topic: The art of selling4.2 business skills:Presenting figures4.3 Exam spotlight:Writing Test Introduction and Part oneMODULE4MODULE 4Contents1. Selling (vocabulary) 2. Sales techniques 3. Advertising trends 4. A sales report

2、 5. Presenting figures 6. Analyzing a graph 4.1 The art of sellingclose the saledetouraltitudeaptitudebuying signalperceived benefitadded valuecompetitive advantageselling pontemotional benefit達(dá)成交易達(dá)成交易繞道，彎路繞道，彎路高度，海拔高度，海拔能力能力 成交信號(hào)成交信號(hào)情感利益情感利益情感利益情感利益附加值附加值競(jìng)爭(zhēng)優(yōu)勢(shì)競(jìng)爭(zhēng)優(yōu)勢(shì)賣點(diǎn)賣點(diǎn)decision maker決策者決策者option選擇供應(yīng)的附

3、件選擇供應(yīng)的附件prospectreliability可能成為主顧的人可能成為主顧的人可靠性（產(chǎn)品）可靠性（產(chǎn)品）VOCABULARY:4.1 The art of sellinglinepresenterhard-sellconstraintpushyanecdotepoint-of-salenichepayment termsdeodorant行業(yè)，行當(dāng)行業(yè)，行當(dāng)主持人主持人強(qiáng)行推銷強(qiáng)行推銷限制，制約限制，制約 粗魯?shù)模拄數(shù)模?莽撞的莽撞的軼事，軼事， 奇聞奇聞除臭劑除臭劑銷售網(wǎng)點(diǎn)銷售網(wǎng)點(diǎn)專門市場(chǎng)專門市場(chǎng)支付方式支付方式word-of-mouth口頭傳播口頭傳播viral marketi

4、ng病毒式營(yíng)銷病毒式營(yíng)銷advertiservehicle advertising廣告客戶廣告客戶車輛廣告車輛廣告VOCABULARY:4.1 The art of sellingubiquityPVRpop-up adsbanner adsupsurgefragmentreceptive audiencerewindmedia companybroadband普遍存在普遍存在個(gè)人視頻錄像機(jī)個(gè)人視頻錄像機(jī)自動(dòng)彈出廣告自動(dòng)彈出廣告橫幅廣告橫幅廣告 增長(zhǎng)，高漲增長(zhǎng)，高漲使分裂使分裂寬帶寬帶受眾受眾倒帶倒帶傳媒公司傳媒公司premium過高價(jià)值過高價(jià)值catch-on包羅萬(wàn)象的包羅萬(wàn)象的creati

5、ng a buzzholistic造勢(shì)造勢(shì)全盤的）全盤的）VOCABULARY:1. quotations-understandingPersonality Cheerful disposition性格性格Mental ingredient: imagination, creation, initiatives, presence of mindPatience and perseveranceCourtesy Complete knowledge about the products, company and the customers2. successful sales: price,

6、product feature, or emotional benefit4.1 The art of sellingLead-in： For saleVOCABULARY:4.1 The art of sellingSelling: qualities Optimistic Never put off by failuresManipulate the buyers feelingsmotivatedVOCABULARY:4.1 The art of sellingVOCABULARY:EX.4 How to close the sale? 4.1 The art of sellingLIS

7、TENING: sales techniquesEx. 5 the main reasons for a customer deciding not to buy a product or service:no need, no money, no hurry, no desire, no trust.Zig Ziglars closing the sale:Every sale has five basic obstacles: 4.1 The art of sellingLISTENING: sales techniques4.1 The art of sellingLISTENING:

8、sales techniques4.1 The art of sellingREADING: Advertising trend4.1 The art of sellingREADING: Advertising trend4.1 The art of sellingREADING: Advertising trendReading Tasks1. Go through the article, figure out the main idea.(5 m)2. Can you find words in this passage that mean up and down?(3 m)4.1 T

9、he art of sellingREADING: Advertising trendSuggestion Advertisers are moving away from television to more of a media mix. This is because young people are watching less television and spending more time on the Internet. READING: Advertising trend4.1 The art of sellingUp increaserise upsurge go up ac

10、celeratesoar boom pick up increasingly more widespread more popularDown decrease collapse decline fall reduce cut go down drop lower 4.1 The art of sellingREADING: Advertising trendfragment television viewing into acrosshundreds of channels the growing ubiquity of broadband access be eroded by sth.

11、a growing consensusbe pronounced personal video recorder technology 把收視量把收視量分散分散在幾百個(gè)頻道在幾百個(gè)頻道逐漸變得無所不在的逐漸變得無所不在的寬帶連接寬帶連接被被.擠占擠占 逐漸逐漸達(dá)成的共識(shí)達(dá)成的共識(shí)明顯明顯個(gè)人錄影技術(shù)個(gè)人錄影技術(shù)have a material effect on sth.對(duì)對(duì).有實(shí)質(zhì)性的影響有實(shí)質(zhì)性的影響4.1 The art of sellingREADING: Advertising trendmake ones presence felt 使人感覺到使人感覺到的存在的存在tap into

12、consumersevent televisionon demand viewing pause， rewind， fastfowardcome of age 發(fā)掘客戶發(fā)掘客戶大型活動(dòng)的電視轉(zhuǎn)播大型活動(dòng)的電視轉(zhuǎn)播視頻點(diǎn)播視頻點(diǎn)播 暫停暫停, 倒倒帶帶，快進(jìn)，快進(jìn)成熟成熟4.1 The art of sellingSpeaking: In the fieldA-A and B-B pairs before A-B pairs 1.lower/reduce the price 2.reduce/decrease the delivery time 3.mark up the price/cut t

13、he retail price 4.move away from the current supplier 5.provide one with more /increse the amount of promotional material4.1 The art of sellingWriting: A sales report Introductions: the aim of this report is to/ this report describes Reasons: this is due to/ The reasons for this are as follows Prosp

14、ects: looking to the future, Recommendation: consequently, I would like to propose4.1 The art of sellingWriting: A sales report4.1 The art of sellingWriting: A sales report4.2 presenting figuresVocabulary: Describing performance Time phrases Verbs Nouns Prepositions Qualifiers Cause and resultWritin

15、g: Describing Graphs (1) to peak/reach (2) to level off a high (peak) of 4.2 presenting figuresWriting: Describing Graphs4.2 presenting figures (3) to rise /climb/pick up/a general upward trend (4) to fall/drop/collapse/plummet/bottom out Writing: Describing Graphs4.2 presenting figures(5) to shoot

16、up/take off/soar/rocket(6) to recover/improve a recovery/improvementWriting: Describing Graphs4.2 presenting figures (7) to fluctuate Describing Trends or Movements in Graphs 4.2 presenting figuresDescribing Trends or Movements in Graphs 4.2 presenting figuresDescribing Trends or Movements in Graphs

17、 4.2 presenting figuresDescribing Trends or Movements in Graphs 4.2 presenting figuresDescribing Trends or Movements in Graphs 4.2 presenting figuresDescribing Trends or Movements in Graphs 4.2 presenting figuresDescribing Trends or Movements in Graphs 4.2 presenting figures上升和下降趨勢(shì)的組合描述（嵌入了時(shí)間和程度之后）：

18、1. 先上升后下降的句型： . increased slowly during and but fell sharply in . A steady fall in during and followed the sharp increase in .2. 先下降后上升的句型： fell before began to make a recovery continue the recovery, climbing to dropped during but increased again in fell and then pick up during collapsed before risi

19、ng to at the end of 4.2 presenting figuresListening:A Sales Forecast 1. Average growth in sales over the last two years and the relatively stable state of market2. The launch of the new slow-release version of the drug3. Bayer having distribution problems4. Just a seasonal factor5. The launch campai

20、gn of the new version of the drug4.2 presenting figuresSpeaking: Presenting figuresPresentation structure: Greeting Introduction / overviewMain body of presentation (referring to any chart, graphs etc)Concluding commentsInvite questions Thank audience 4.2 presenting figuresSpeaking: Presenting figur

21、esHello, everyone. Thank you for coming. Id like to present to you today the results for sales of foreign language phrasebooks over the past year. Ive prepared a graph which shows the development. As you can see sales rose rapidly over the first six months leading up to the summer holiday period rea

22、ching a peak of nearly $30 million in July. By September they had fallen back to around $12 million, but they picked up again in November. What was the reason for this rise late in the year? It was in fact because we are due to launch our new editions in January and we wanted to clear out the old st

23、ock. As a result, we put on sale (up to 50% discount) at all the major bookshops. I hope that has given you a clear picture of sales over the year. Now, if there are any questions, I would be happy to answer them. 4.3 Writing test Exam spotlight Exam focus: writing test part one Candidates write a 1

24、20-140 word report describing trends. The task tests concise writing skills. Candidates are expected to describe, compare and contrast information presented visually, in the form of graphs, bar charts and pie charts. Candidates should use appropriate language of trends and must be concise in order t

25、o avoid exceeding the strict word limit. 4.3 Writing test Exam spotlight How to describe graphs Language Content 4.3 Writing test Exam spotlight Content: what to writeGive an overall description of the important points rather than a detailed description of individual points Comparison and contrast (

26、two ways)wA BwA/B, A/B Analyze the graphswThe important sectionswNote the trend, the peak, the lowest point, the end/starting point1.The crossing points 4.3 Writing test Exam spotlight Language: conciseness Sentence length Wordiness Reference words （指示詞）（指示詞） Redundancy Repetition Ellipsis (省略省略) 4.

27、3 Writing test Exam spotlight structure1. The first paragraph is an Introduction (saying what the graph represents and what period it relates to) This graph shows2. The second paragraph describes the development and trends If we look first at, we can seefollows a similar trend The developments are not described in year-by-year or month-by-month detail, but in more general terms3. The third offers some general conclusions that can be drawn from t