李红英会展英语Chapter 5Section IV Reading

1、Warm-upDialoguesWritingReadingSection IV. Booth staff selection is the single most important factor in your exhibiting success. More than graphics, signage, literature, giveaways, or any other variable, it is the people you put on the show floor that influence visitors opinion of your organization.

2、They are your ambassadors, representing your company for the whole world to see. It is impossible to stress enough how crucialWarm-upDialoguesWritingReadingSection IV. The following is advice to companies on how to select and train staff for an exhibition stand. How would you measure up for the job?

3、 your team is to your overall success. To ensure a top notch performance, begin preparing your booth team four to six months prior to the event. You will need the answers to the following questions: 1. How many people are needed to staff the booth A number of variables need to be considered. How big

4、 is your exhibit How long is the show Will you need employees to give product demonstrations, work the hospitality suite, teach seminars, or supervise contests Ensure you have enough staffing to have your booth manned at all times, while giving your team a break every four to six hours. No one can b

5、e on for twelve hours at a time. Warm-upDialoguesWritingReading 2. Who are the best people to represent the organization Working a trade show requires a unique mix of skills. You want employees with excellent product knowledge, superlative people skills, “killer” sales instincts, and a warm, engagin

6、g personality. These people should be motivated self-starters, able to think on their feet and work with little or no direction. 3. Has staff training been organized To ensure success, prepare your team with all the skills and tools they need. Training should cover assessing visitor types, asking qu

7、alifying questions, handling difficult attendees, lead generation and follow up, and many other factors. Warm-upDialoguesWritingReading 4. Has a pre-show meeting been scheduled Pre-show meetings play a critical role in ensuring that your team understands their goals and objectives, expected roles an

8、d duties, and are adequately supplied with background knowledge to handle any unexpected surprises. Use this time to clarify any areas of confusion and to address any staff concerns. 5. Is the booth team familiar with the products or services being displayed To effectively sell products, you need to

9、 have a thorough, complete product knowledge. Too many times,Warm-upDialoguesWritingReading organizations send out rookie employees who only possess rudimentary knowledge. This is frustrating for attendees, who wont come back to find another employee who might have an answer theyll go to the competi

10、tion instead. 6. Has a practice demonstration session been organized Never assume that your employees know how to use the products that they sell. It is entirely possible that they are not completely familiar with every feature, especially if you are introducing a new product. Take the time to thoro

11、ughly train your team, and have them practice demonstrating the product to familiarize themselves with the show floor routine. Warm-upDialoguesWritingReading 7. Will a technical representative be available to answer questions Depending on your product/service line, it may be entirely appropriate to

12、send a technical representative to handle specific product questions. Train this person in the basics of salesmanship, but keep their duties largely relegated to providing technical answers. Make sure they are aware of the possibility of trade show espionage, to prevent them from sharing too much in

13、formation. 8. Has a dress code been established Warm-upDialoguesWritingReading Well before you arrive at the event, a dress code should be established. Uniforms may be appropriate for your company, but if they are not, clearly specify what you want your team to be wearing. “Casual business” gives fa

14、r too much leeway. Instead, spell out “Black trousers or skirt, white shirt, black blazer, red tie” or the equivalent. 9. Have badges been ordered for all booth personnel Everyone on your team needs a badge to enter the show floor, access hospitality areas, and move freely about. Order these badges

15、well ahead of time, so that any errors or omissions can be remedied in a timely fashion. Warm-upDialoguesWritingReading 10. Do booth personnel have sufficient business cards It is amazing how many business cards you can hand out during the course of one trade show. Make sure your team is adequately

16、prepared. 11. Has a booth schedule been planned A complete schedule will cover every moment from show arrival to departure, including who will be staffing the booth, break times, technical support and assorted responsibilities. It may be a good idea to include check in time into the schedule, so sal

17、es people acting as booth staff can check messages back at the home office and make necessary phone calls. This will alleviate a great deal of staff anxiety. Warm-upDialoguesWritingReading 12. Who will oversee booth installation and dismantling Often overlooked, these two items can quickly become lo

18、gistic nightmares if no one is prepared to address them. Delegate two people to this detail. Many show organizers provide this service for a fee, but you may still want to have staff members on hand supervising. 13. Does that person understand the move-out procedure Someone has to arrange for moving

19、 the exhibit out of the convention center, ensuring it is properly packed, and coordinate shipping the whole thing back to the home office. Again, a team should be clearly delegated this responsibility, and provided with all the tools and resources theyll need to succeed.Warm-upDialoguesWritingReadi

20、ngWarm-upDialoguesWritingReadingnMany manufacturers offered giveaways to consumers with the purchase of their product.nThere are all kinds of giveaway which could be used in place of product samples.giveawayWarm-upDialoguesWritingReadingnNegotiations were at a crucial stage. nThe cylinder is a cruci

21、al part of the washing machine. crucialWarm-upDialoguesWritingReadingnI was a rookie in my office last year. nDont be too hard on the guy, hes just a rookie.rookieWarm-upDialoguesWritingReadingnI have only a rudimentary grasp of physics. nI have a rudimentary understanding of computer programming.ru

22、dimentaryWarm-upDialoguesWritingReadingnDifficulty and failure dont frustrate his enthusiasm. nThe terrible weather frustrated our hopes of going out. frustrateWarm-upDialoguesWritingReadingnI wonder whether you will familiarize us with your technical know - how. nIt is incumbent upon all users of t

23、his equipment to familiarize themselves with the safety procedure. familiarizeWarm-upDialoguesWritingReadingnMany stores spend too much on technology and too little on salesmanship and service.nGood salesmanship depends on a cool mind.salesmanshipWarm-upDialoguesWritingReadingnHe is accused of indus

24、trial espionage. nThe banks take precautions to prevent any attempts at industrial espionage while confidential documents are on the premises.espionageWarm-upDialoguesWritingReadingnThe government does not have much leeway in foreign policy.nTen days should be a big enough leeway to allow for delays

25、. leewayWarm-upDialoguesWritingReadingnAsk your sister to stitch the badge onto your blazer. nGone were the frivolous hats and bright blazers.n. a jacket, sometimes with the special sign of a school, club etc on it ( (与裤子不配套的与裤子不配套的) )男式便上装男式便上装 blazer Warm-upDialoguesWritingReadingnYoull get a secu

26、rity badge that will allow you into the building.nHe was awarded a merit badge for his bravery in the battle. badge 忽略忽略, , 疏忽疏忽Warm-upDialoguesWritingReadingnShe complained about the omission of her name from the list.nThe omission of a warning on the products label was the result of a printing err

27、or.omission Warm-upDialoguesWritingReadingnYour faults of pronunciation can be remedied.nThere have been several tragic rail accidents. The government must act quickly to remedy this situation. remedyto give something to each person in a group 分发分发, , 散布散布Warm-upDialoguesWritingReadingnI rustled up

28、a few helpers to hand out leaflets. nI have to make some copy to hand out. hand outWarm-upDialoguesWritingReadingnDuring the course of our conversation, it emerged that Bob had been in prison.nDuring the course of illness, personal gear to be dedicated. during the course ofWarm-upDialoguesWritingRea

29、dingnWe guarantee fast and effective technical support. nProvide technical support for market expansion.technical supportWarm-upDialoguesWritingReadingnThe doctor gave her an injection to alleviate the pain. nThey alleviated the boredom of waiting by singing songs. alleviateWarm-upDialoguesWritingRe

30、adingnDont dismantle and decompose the battery . nJimmy was in the garage, dismantling his bike.dismantleFill in the Table Below by Giving the Corresponding Chineseor English Equivalents. Warm-upDialoguesWritingReadingMultiple Choices Warm-upDialoguesWritingReadingproduct demonstration 至高的人际技巧 a war

31、m, engaging personality明白他们自身的目标,预期角色和职责 产品展示热诚、迷人的个人魅力superlative people skillsunderstand their goals and objectives, expected roles and dutiesWarm-upDialoguesWritingReadingassess visitor types警惕贸易展览间谍的可能性 check messages back at the home office监督展场的安装与拆除 评估参观者的类型在总公司核对信息be aware of the possibility

32、of trade show espionageoversee both installation and dismantlingWarm-upDialoguesWritingReading1. What is the single most important factor in your exhibiting success A. Having a pre-show meeting. B. Having a good show position. C. How to choose booth staff. D. Whether there are product demonstrations or not.Warm-upDialoguesWritingReading2. What is the probable meani