新職業(yè)英語市場營銷英語UnitPersonalSellingProducts

Unit5

PersonalSelling--Products市場營銷英語EnglishforSalesandMarketing-2-2023/2/3ContentsWarming-upReadingAListeningReadingBWritingProjectVocabularyandStructureSpeaking-3-2023/2/3Warming-upActivityWarming-upActivity

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2Warming-upActivityTask1-4-2023/2/3Warming-up:Task11.D2.B3.C4.A-5-2023/2/3Warming-up:Task2Confidence,honesty,optimism,integrity,goodinterpersonalskill,etc.-6-2023/2/3ReadingActivityAReadingA:

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4ReadingA:

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3ReadingA:

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2ReadingA:Task1Forbackgroundinformation,clickHERE.ReadingAMasteringSales“Everyoneissellingsomething,butnoteveryoneisbuying.”Theultimatechallengeforsalespeopleistofindawaytogettheirshareofthemarketwhencompanieshavecutsalestrainingandpromotionbudgetstotheboneandthereismorecompetitionthanever.Tobecomeasuccessfulsalesperson,youmustdevelopskills.Whetheryouarejuststartingyoursalescareerorhavebeenclosingcomplexdealsfordecades,youcanalwaysimprove.ThefollowingMasterTipsareacompilationofsalesadvicefromthebestinthebusiness.-7-2023/2/3聲音翻譯ReadingAMasterTip1:Digforsalesopportunities.Today,salesprofessionalsneedtouncoveropportunitiesthemselvesratherthanwaitforleadsorforcustomerstocometothem.Thebestperformersrecognizethateveniftherearemanyleadsintheirsalespipeline,theyneedtoinvestpartoftheirtimeregularlyinfindinganddevelopingnewsalesopportunities.Thinkofbuyersaspartners—partnerswhomaybeabletoreferyoutoasteadystreamofnewbusiness.Askforareferralatthecloseofeverysale.Contactindividualswhohavebenefitedfromyourproductsinthepast.Becomeinvolvedinorganizationsthatmayincludeprospectivecustomers.Insales,it’swhoyouknowthatcounts.-8-2023/2/3翻譯ReadingAMasterTip2:Knowwhatitmeanstobeasalesstar.Whenyouhearabosstalkaboutherbestsalesperson,sheoftenreferstoherasastar.It’shighpraise.Beingastarmeansyouhavesuperiortalent.Starsachievetheirstatusbyworkinghardandlovingwhattheydo,alwaysbeingenthusiasticabouttheirproductsandalwaysreadytohelptheircustomersachieveasatisfactorydeal.-9-2023/2/3翻譯MasterTip3:Sellwithintegrity.Thenumber-onetoolinyoursalesarsenalisintegrity.Beliefinyourproductsisessentialbutwillbeinsufficientunlessyoubuildthisbeliefonthefoundationofintegrity.Behonestwithyourcustomers,donotsaythatyourproductsarebetterthantheyare,negotiateafairpriceandnevertakebackhanders.ReadingA-10-2023/2/3翻譯-11-2023/2/3ReadingA:Task1Manypeoplestereotypetheaveragesalespersonasasmoothtalkerwhoisadeptatmanipulatingpeopleintobuyingthingstheydonotneed.Thisimageisnottrue.Infact,theaveragesalespersonishard-working,knowledgeable,anddeservesourrespect.Ineverybusiness,sellingisabsolutelyvital.Personalsellingplaysaverysignificantroleinthemarketingofaproductorservice.Ascomparedtoanyotherformofpromotionaltools,personalsellingallowsthemarketertohavepersonalinteractionwiththecustomers.-12-2023/2/3ReadingA:Task22.Asalespersonachievehisorherstarstatusbyworkinghardandlovingwhattheydo,alwaysbeingenthusiasticabouttheirproductsandalwaysreadytohelptheircustomersachieveasatisfactorydeal.1.Becausebuyersmaybeabletoreferasalesmantoasteadystreamofnewbusiness.3.Behonestwithhisorhercustomers,donotsaythathisorherproductsarebetterthantheyare,negotiateafairpriceandnevertakebackhanders.-13-2023/2/3ReadingA:Task3FFTF-14-2023/2/3ReadingA:Task4

(Openanswer)-15-2023/2/3ListeningActivitiesListeningTask4ListeningTask3ListeningTask2ListeningTask5ListeningTask1-16-2023/2/3Listeningtask1closeadeal2.concernedabout3.puttingheroff

4.delayingthedecision5.movingahead

-17-2023/2/3Listeningtask2LiMingrecommendsafewmodelsofNokiaphonestothecustomer.Becauseshe’salreadyusingaNokiaphone.AusefulfeatureisthatshecaneasilytransfercontactsfromheroldphonethroughBluetooth.Becauseshewantstosavealotofinformationinthecalendarbecauseofherwork.-18-2023/2/3Listeningtask31.C2.C3.A

4.C-19-2023/2/3Listeningtask4FFFT-20-2023/2/3Listeningtask51.findit 2.youdon’tsellthebrand,butyouhavesomethingsimilar3.youhavethebestchanceofmatchinghisneedtosomethingyoudohaveintheshop-21-2023/2/3SpeakingActivitiesSpeakingTask

4SpeakingTask

3SpeakingTask

2SpeakingTask1-22-2023/2/3Speakingtask1SampleA:ThisisthefirsttimeIhaveacustomerlikethis.B:What’stheproblem?A:Shewastoopicky,havingproblemwitheverything.Firstthecolor,thenthesize…B:Howdidyouhandleherproblems?A:Well,Ishowedherthebestdresswehave,justasusual,butshewasstillunhappy.IjustwanttoknowwhatIcoulddotomakehersatisfied.B:Butwhydon’tyouaskherwhatkindofdressshewaslookingfor?A:You’reright!Thankyouforyouradvice.B:Ihopeyoucanlistenmoretothecustomers.-23-2023/2/3Speakingtask2SampleA:Goodmorning.I’veanappointmentwiththePurchasingManager.B:Yes.Mr.Blackiswaitingforyouinhisoffice.A:GoodmorningMr.Black.I’mJackSmith,asalesmanofIBM.C:Goodmorning,Mr.Smith.WhatcanIdoforyou?A:Weofferanewkindofsoftware.MayIinterestyouinit?C:Yes,please.A:Ournewproductcanhelpyoucutcostby15percent.C:Thatsoundsgood.A:Well,hereismybusinesscard.Ifyouareinterestedinit,pleasecontactmebyemailorbyphone.C:OK.Thankyouverymuch.-24-2023/2/3Speakingtask3Sample1.Yes,Isee.Hereismynamecard.Youcancallmeanytime.2.Youcanpayitininstalments.3.Iunderstand.Whatwouldyourhusbandwant?4.Iwillsendyoumoreinformationbyemail?5.Iwillcalla4.Iwillsendyoutechniciantohelpyou.-25-2023/2/3Speakingtask4SampleA:ThepriceisfarbeyondwhatIcanaffordrightnow.Sorry.B:Justasecond.Whatifwecouldmakearrangementssothatlittlecashisneeded?A:Whatarrangementscouldyoumake?B:Ifwespreadthepaymentoverfiveyears,youonlyneedtopay125dollarspermonth.A:OK.Iwillbuyit.-26-2023/2/3ReadingActivityBReadingB:

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3ReadingB:

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2ReadingB:Task1ReadingBSellinga$35,000WatchDuringaRecessionWhenamanwearingaCartierwatchsteppedintotheIWCboutique,salesmanHuaHuynhsprangintoaction.“Wouldyouliketotryit?”askedMr.Huynh.Afterthegentlemanreplied,“No,”andleft,Mr.Blackclosedinonthesalesman.“Insteadofaskingayes-or-noquestion,”hechided,“nexttime,yousay,‘Iinviteyoutotryonthiswatch.Pleasetakeaseat.’”Mr.BlackisaformerXeroxsalesman,nowtrainingIWC’ssalesforcetosellIWCwatchesthatcostbetween$3,000and$300,000.Mr.Blackurgeshisstudentstosay“value”ratherthan“price”,andtosell“romance”ratherthan“products”.-27-2023/2/3translationReadingBOntheseconddayoftraining,theshopmanagerArnaudWhitemovedintowelcomeacouple.Heamiablyshowedthemaroundtheboutique.Thenheputonblackglovesandplacedthegentleman’swatchonatraybetweentwoIWCtimepieces.HestrappedanelegantBigPilotontheman’swrist.Mr.Black,hoveringnearby,sentMr.Huynhovertoofferthewifeawatch.“It’snottosellherawatch.It’stooccupyher,”hewhispered.“She’sboredandshewillsoonsay,‘OK,let’sgo.’”Byflatteringmen,distractingtheirwives,thesalesmancankeepthemaroundaslongaspossible.Thelongertheystay,themorelikelytheyaretospendmoney.-28-2023/2/3translation-29-2023/2/3ReadingB:Task12,6,83,41,5,7-30-2023/2/3ReadingB:Task2FTFF-31-2023/2/3ReadingB:Task3

從你第一次與顧客開始接觸的那一刻起，你必須掌控全局。你必須告訴顧客要做什么和想什么。這里的難點在于如何做到不為顧客察覺。你不能直接對顧客指手畫腳。你要有禮貌地請求，不能具有進攻性。如果你不能自始至終掌控局面，則可能難以達成交易。-32-2023/2/3WritingDearMr.Black,

I’mEdwardJohnsonfromGreenITCompany.WeareoneofthelargestITproductprovidersinChina.Havingbeeninthislineformorethan30years,weareconfidentwecangiveyoucompletesatisfaction.Thegoodqualityofourproductwillnotletyoudown.

Lookforwardtoyourearlyreply.Myphonenumberis1355424xxxx.

Yourstruly,EdwardJohnson-33-2023/2/3ProjectProjectGuidelinesThisprojectaimstogothroughthewholeprocessofsellingproductstoprospectivecustomers.Thewholetaskisdividedintothreesteps.StepOnefocusesoncollectinginformationaboutprospectivecustomers.StepTwoconcernsaformalmarketingemailtotheprospects.StepThreefocusesonmeetingwiththeprospectsandclosingadeal.PleasefollowtheTaskDescriptiontocompletetheproject.-34-2023/2/3ProjectTaskDescriptionStepOne*Dividetheclassintoseveralsmallgroupsof4-6students;*Chooseaproductyouwanttosell;*Researchonlineforinformationabouttheprospectivecustomers.

StepTwo*Dividethegroupintotwosides:sideAactsasthesalespersons,sideBtheprospects;*SideAsendsanemailtosideB,introducingtheproductandsuggestingafurthermeeting;*SideBrepliestheemailandacceptstheinvitation.

StepThree*Twosidesmeeteachother;*Haveadetaileddiscussionontheinterestedproduct;*Reachanagreementandclosethedeal.-35-2023/2/3VocabularyandStructureVocabulary:

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4Vocabulary:

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3Vocabulary:

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2Vocabulary:Task1-36-2023/2/3Vocabulary&Structure:Task11.boutique2.backhander3.status4.uncover5.timepiece6.tray7.chide8.lead9.distract10.flatter-37-2023/2/3Vocabulary&Structure:Task2enthusiasticsuperiorityessentialUltimately

compilationreferralurgentelegant

sufficientoccupation-38-2023/2/3Vocabulary&Structure:Task3ultimatedistractintegrity

enthusiastic

chideduncovercountflattersuperior

occupied-39-2023/2/3Vocabulary&Structure:Task4waschilledtothebonebasedonsalesreferralThewholetownwillspringintoaction

inthepipelinewemayexpecttoclosethedealThankYou!市場營銷英語EnglishforSalesandMarketing-41-2023/2/3ReadingABackdropPersonalsellingBusinessesalwaysrelyonpeopletosellgoodsandservicesinperson.Salespeopleneedtoknowabouttheproductsandservicestheyaresellingsotheycanprovidecustomerswithanyrelevantinformationthatwillinfluencethepurchasingdecision.Personalsellingrequireslearnerstousearangeofpersonalskillstoclosethesale.Somesalesjobsemphasizesellingtonewcustomers.Sellingtoprospectsrequiresdifferentskillsfromsellingtoexistingcustomers.Toconvinceprospectstopurchaseaproducttheyhaveneverusedbefore,salespeopleneedtobeespeciallyself-confidentandbeabletodealwiththeinevitablerejectionsthatoccurwhenmakinginitialcontacts.

back-42-2023/2/3ReadingATranslation掌握銷售秘訣“人人都在銷售，但并非每個人都能找到買家。”銷售人員面臨的終極挑戰(zhàn)，是當各個商家已將銷售培訓和推廣預算削減至最低程度并且競爭日益加劇時，何以爭取市場份額。要想成為一名成功的銷售人員，你必須練習技能。無論你是剛開始銷售生涯，還是已經(jīng)在業(yè)內(nèi)摸爬滾打數(shù)十年，你都需要不斷提高。以下是來自業(yè)內(nèi)頂級大師的銷售秘訣匯編。-43-2023/2/3ReadingATranslation掌握銷售秘訣銷售秘訣1：挖掘銷售機會。如今，銷售人員已不能坐等潛在顧客或客戶找上門來，而是要去發(fā)現(xiàn)機會。最優(yōu)秀的銷售員也認識到即使你擁有很多銷售渠道，你也需要定期投入??部分時間，用來尋找和開發(fā)新的銷售機會。你需要把顧客視為合作伙伴，因為他們可能為你推介源源不斷的新業(yè)務(wù)。每次交易結(jié)束時，你都要請他們?yōu)槟阃扑]客戶。你要與曾經(jīng)從你的產(chǎn)品中受益的每個人建立聯(lián)系。你要參與有可能為你帶來潛在客戶的任何組織。在銷售領(lǐng)域，客戶就是上帝。-44-2023/2/3ReadingATranslation掌握銷售秘訣銷售秘訣2：懂得銷售明星意味著什么。每當你聽到老板談及最優(yōu)秀的銷售人員，她通常稱她為明星。這是一種高度贊譽。明星這一美譽表明你擁有出眾的才能。明星之所以成為明星，就是因為他們工作努力，而且熱愛自己所從事的工作。他們一直熱衷自己所銷售的產(chǎn)品，并隨時準備令每一位顧客滿意而來，滿意而歸。-45-2023/2/3ReadingATranslation掌握銷售秘訣銷售秘訣3：銷售以誠信為本。誠信是銷售致勝的第一法寶。相信你所銷售的產(chǎn)品很重要，但還不夠，這一信念必須建立在誠信的基礎(chǔ)上。你要忠實于你的客戶，如實介紹你的產(chǎn)品，與顧客談妥一個公道的價格，永不收取賄賂。-46-2023/2/3Listeningtask1ScriptLiMing:Ihaveshownher14phonesalready,andallIhearis“Iwanttothinkaboutit.”HowcanIever1.closeadeal?Emily:Well,inmyexperience,customersusuallysaythatwhentheyare2.concernedaboutthepriceandunsureaboutthevalue.Canyoutellwhat’s3.puttingheroff?LiMing:Notreally.Ithinkshehadnointentionsofbuyinginthefirstplace.Emily:Thenmaybeshetrulywantstothinkaboutitbeforemakingadecision.Maybeit’ssimplybecausetherearesomanycolorstochoosefromandshewantstodecidewhichonetobuy.Youcouldsay,“Well,whydon’tIgiveyouacallnextweek?”LiMing:WhatifIwaitforsevendaysandgetthesamereply?Emily:Or,youcouldaskherwhatshewantstothinkabout.Shemaytellyouthereasonsfor4.delayingthedecision.Forexample,shemaysimplyneedsomeoneelse’sapprovalbefore5.movingahead.Perhapsshe’sbuyingforsomeoneelseorshejustneedsasecondopinion.LiMing:Actually,shetoldmeshehasaboyfriendandshewantstogethisopinion.Emily:See,whynotsuggestshebringherboyfriendalongwithhernexttime?Don’tapplyanypressure!-47-2023/2/3Listeningtask2ScriptCustomer:I’mlookingforaphonemainlyforbusinessuse.Canyourecommendone,please?LiMing:Certainly,madam.WehavequiteafewmodelsofNokiaphones.Customer:I’malreadyusingaNokiaphone.IthinkI’llgoforanHTCthistime.MycolleaguetoldmegreatthingsaboutHTCsmartphones.Doyouhaveoneofthose?LiMing:Yes,madam.We’vereceivedalotofgoodreviewsabouttheHTCSensationXL.AusefulfeatureisthatyoucaneasilytransfercontactsfromyouroldphonethroughBluetooth.Customer:That’sgood.CanIalsotransferothertypesofdatasuchascalendareventsandmultimediamessages?LiMing:Thatdependsonthemodelofyouroldphone,butourtechnicalstaffcanhelpyouwiththetransferifthereareanyincompatibilityproblems.Customer:Thanks.IsavealotofinformationinthecalendarbecauseofworkandI’dlikeaphonethatisreallysmart.LiMing:Well,HTCSensationXLisbestknownforitssmartdesignandeaseofuse.Customer:OK,thankyou.I’lltakeit.-48-2023/2/3Listeningtask3ScriptLady:IneedaphonewithalargedisplayfontsoIcanseewhoiscallingwithoutputtingmyglasseson.Doyouhaveoneforme?LiMing:Sure.TheSamsung525hasalovelyclearscreenandalsoithaslargebuttons,easy-to-readtext,acomfortableshapeandbettersoundquality.You’llnotbedisappointedwiththisphone.Lady:HowdoIswitchiton?LiMing:Here,pressthisredbuttonandholdforthreeseconds.Lady:Yes,it’sgood.Thescreenisbrightenough.Whataboutthevoicequality?Ineedvoicesthatareloudandclear.LiMing:Itisfittedwithnoise-cancelingdevicestomakevoicessoundnaturalandanybackgroundnoisegetsalmostcompletelyfilteredout.Lady:Doyouhaveothermodelstochoosefrom?LiMing:Yes.TheMotorolaV180isalsoonethatfitsyourneeds.Thekeysforitstickoutsothatyoucanfeelthebuttons.Lady:Yes,Isee.DoesSamsung525havethisfeature?LiMing:No,butSamsung525comeswithvoice-dialing.Lady:Samsung525itisthen!-49-2023/2/3Listeningtask4ScriptLady:Myphoneisexperiencingproblems;itseemstohavestoppedfunctioningnormally.SometimesitjuststopsworkingwhenI’minthemiddleofacall.LiMing:Ohdear,letmehavealook.Thepurchasedatesaysyourphoneisonlysixmonthsoldsoit’sstillcoveredunderwarranty.That’sahelp!Lady:Youcanseethetextonthescreenishardlyrecognizable,andyoucantellfromthepicturesthecolorsarenotbrightenough.LiMing:Letmesee.Thepowerlevelseemsverylow.Whereisyouroriginalbatterypack?Lady:Iboughtanewbatterylastweek.I’msurethebatteryisfullycharged.-50-2023/2/3Listeningtask4ScriptLiMing:DoyourechargethebatteryviatheACadapterthat’sprovided?Lady:No,notalways.MysonbroughtmeabatterychargerfromJapan.Why?LiMing:OnlytheACadapterandUSBsynccableprovidedwithyourphonemaybeusedtochargethebattery.Lady:Howcome?TheinstructionsonmyACadaptersayit’scompatible.LiMing:ItseemsyourACadapterisnotcompatiblewithSamsung525batteries.Ithinkyourbatteryhasbeendamaged.Lady:SoIneedtobuyanewbatterythen?Doyoustockthem?LiMing:Sure.Rememberthatnewbatteriesareshippedonlypartiallycharged.Beforeyoustartusingyourphone,itisrecommendedthatyoufullychargethebatteryfirst…butdoonlyusetheACadapterthatcamewithyourphone.-51-2023/2/3Listeningtask5ScriptLiMing:Whatapleasantsurprise,YangFan!YangFan:LiMing,nicetoseeyou!How’severything?LiMing:IwasinEgyptfortwoweeks.Youwouldn’tbelievewhathappenedthere.YangFan:Tryme.LiMing: