BEC higher module 4高级商务英语

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达成交易达成交易绕道，弯路绕道，弯路高度，海拔高度，海拔能力能力 成交信号成交信号情感利益情感利益情感利益附加值附加值竞争优势竞争优势卖点卖点decision maker决策者决策者option选择供应的附件pro

3、spectreliability可能成为主顾的人可能成为主顾的人可靠性（产品）VOCABULARY:4.1 The art of sellinglinepresenterhard-sellconstraintpushyanecdotepoint-of-salenichepayment termsdeodorant行业，行当行业，行当主持人主持人强行推销强行推销限制，制约限制，制约 粗鲁的，粗鲁的， 莽撞的莽撞的轶事， 奇闻除臭剂除臭剂销售网点销售网点专门市场专门市场支付方式支付方式word-of-mouth口头传播口头传播viral marketing病毒式营销advertiservehicl

4、e advertising广告客户广告客户车辆广告VOCABULARY:4.1 The art of sellingubiquityPVRpop-up adsbanner adsupsurgefragmentreceptive audiencerewindmedia companybroadband普遍存在普遍存在个人视频录像机个人视频录像机自动弹出广告自动弹出广告横幅广告横幅广告 增长，高涨增长，高涨使分裂宽带宽带受众受众倒带倒带传媒公司传媒公司premium过高价值过高价值catch-on包罗万象的creating a buzzholistic造势造势全盘的）VOCABULARY:1. q

5、uotations-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, product feature, or emotional benefit4.1 The

6、 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 sellingLISTENING: sales techniquesEx. 5 the main reaso

7、ns 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: sales techniques4.1 The art of sellingREADIN

8、G: 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 The art of sellingREADING: Advertising trendS

9、uggestion 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 acceleratesoar boom pick up increasingly more

10、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. a growing consensusbe pronounced personal vi

11、deo recorder technology 把收视量分散在几百个频道逐渐变得无所不在的宽带连接被.挤占 逐渐达成的共识明显个人录影技术have a material effect on sth.对.有实质性的影响4.1 The art of sellingREADING: Advertising trendmake ones presence felt 使人感觉到的存在tap into consumersevent televisionon demand viewing pause， rewind， fastfowardcome of age 发掘客户大型活动的电视转播视频点播 暂停, 倒

12、带，快进成熟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 the retail price 4.move away from the current supplier 5.provide one with more /increse the amount of promotional material4.1 The

13、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 Prospects: looking to the future, Recommendation: consequently, I would like to propose4.1 The art of sellingWriting: A sales report4.

14、1 The art of sellingWriting: A sales report4.2 presenting figuresVocabulary: Describing performance Time phrases Verbs Nouns Prepositions Qualifiers Cause and resultWriting: Describing Graphs (1) to peak/reach (2) to level off a high (peak) of 4.2 presenting figuresWriting: Describing Graphs4.2 pres

15、enting 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 up/take off/soar/rocket(6) to recover/improve a recovery/improvementWriting: Describing Graphs4.2 presenting figures (7) to fluct

16、uate Describing 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 figuresDescribing Trends or Movements in Graphs 4.

17、2 presenting figuresDescribing Trends or Movements in Graphs 4.2 presenting figuresDescribing Trends or Movements in Graphs 4.2 presenting figures上升和下降趋势的组合描述（嵌入了时间和程度之后）：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.

18、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 rising to at the end of 4.2 presenting figuresListening:A Sales Forecast 1. Average growth in sales over the last two years and the r

19、elatively 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 campaign of the new version of the drug4.2 presenting figuresSpeaking: Presenting figuresPresentation structure: Greeting Introduction

20、/ overviewMain body of presentation (referring to any chart, graphs etc)Concluding commentsInvite questions Thank audience 4.2 presenting figuresSpeaking: Presenting figuresHello, everyone. Thank you for coming. Id like to present to you today the results for sales of foreign language phrasebooks ov

21、er 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 reaching a peak of nearly $30 million in July. By September they had fallen back to around $12 million, but they picked up again in

22、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 stock. 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 sa

23、les 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 120-140 word report describing trends. The task tests concise writing skills. Candidates are expected to describe, compare and con

24、trast 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 to avoid exceeding the strict word limit. 4.3 Writing test Exam spotlight How to describe graphs Language Content 4.3 Writing test

25、 Exam spotlight Content: what to writeGive an overall description of the important points rather than a detailed description of individual points Comparison and contrast (two ways)1.A B2.A/B, A/B Analyze the graphs1.The important sections2.Note the trend, the peak, the lowest point, the end/starting

26、 point3.The crossing points 4.3 Writing test Exam spotlight Language: conciseness Sentence length Wordiness Reference words （指示词）（指示词） Redundancy Repetition Ellipsis (省略省略) 4.3 Writing test Exam spotlight structure1. The first paragraph is an Introduction (saying what the graph represents and what p

27、eriod 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 the informati