商务英语module-4课件

1、Module 4 The art of sellingContents1. Selling (vocabulary) 2. Sales techniques 3. Advertising trends 4. A sales report 5. Presenting figures 6. Analyzing a graph Selling: qualities Optimistic Never put off by failuresManipulate the buyers feelingsmotivatedPersonality Cheerful disposition性格Mental ing

2、redient: imagination, creation, initiatives, presence of mindPatience and perseveranceCourtesy Complete knowledge about the products, company and the customersWhat arguments did they use to convince the buyer?Price, product features, emotional benefitsEmotional benefits: the positive feelings that b

3、uyers make about themselves due totheir use, display and attachment to a certain product or service and its features.Eg: feeling loved, attractive, secure, sexy, caring and nurturing, athletic, healthy, insightful, creative.Unique Selling points / proposition (独特销售点，销售的核心竞争力)：what sets you and your

4、business or you as an individual apart from your competition. It can be an actual fact or a perceived difference or specialty. Added value：Price that the product/service is sold at cost of producing the product The value that is added to any product or service as the result of a particular process t

5、o increase the performance and features of the product. For example, technical content, cultural value1、附加值产品是指在产品加工过程中通过工艺、技术、服务乃至品牌等手段使产品得到较大的增值，而不是单纯的要素投入形成的物化价值。劳动密集型产品的加工过程只要存在增值较高的环节就可谓这高附加值产品。 2、附加值产品通常是指“投放产出比”较高的产品。它的技术含量、文化价值等比一般产品要高出许多，因而市场升值幅度大，获利高。 3、附加值产品不能等同于高技术、高消费、高档次产品，后者只有成为高效益产品时

6、才能称为高附加值产品。高附加值产品的总体特征是技术知道密集度高、市场需求度高、品牌知名度高、产品质量优异，基本质特征是经济效益好。 Sales techniquesFirst speakerFinancial softwareRelationship selling: develops relationship slowly, is cooperative, honest, not pushyBuilds trust, people know what they are buying BUT takes time and sometimes no saleSecond speakerCosme

7、tics or bathroom products (deodorants)Direct, persuasive, tells jokes and anecdotes, goes straight to the decision makerGets results and is efficient BUT it could be too pushy. Hard sellingUseful TermsCredit (赊欠): An agreement between a buyer and a seller in which the buyer receives the good or serv

8、ice in advance and makes payment later, often over time and usually with interest. For example, a buyer may purchase a computer on credit for $600 and pay $100 per month over several months with interest. One of the most common ways of buying on credit is to use a credit card, but many companies hav

9、e their own credit schemes. A steady flow of credit in an economy is considered important for financial health.Hard sell (强行推销;硬性推销): Aggressive sales practices aimed at pressuring a customer into completing a transaction quickly. Example: The agent was a proponent支持者 of the hard sell. Accordingly,

10、he tried to give buyers the impression that the home would be available for only a short period, that the deal offered might be withdrawn any time, and that they would not be afforded the opportunity to think over the decision.Viral marketing depends on a high pass-along rate from person to person.

11、If a large percentage of recipients forward something to a large number of friends, the overall growth snowballs very quickly. If the pass-along numbers get too low, the overall growth quickly fizzles失败.病毒性营销是一种网络营销方法，即通过提供有价值的信息和服务，利用用户之间的主动传播来实现网络营销信息传递的目的； 病毒性营销同时也是一种网络营销思想，其背后的含义是如何充分利用外部网络资源（尤其

12、是免费资源）扩大网络营销信息传递渠道。Case study Launched in 2002, BMW Films was among the earliest viral marketing campaigns. It attracted nearly 55 million viewers and helped to elevate the career of Clive Owen. The BMW film series, The Hire was a series of eight short films (averaging about ten minutes each) produc

13、ed for the Internet in 2001 and 2002. A form of branded content, all eight films featured popular filmmakers from across the globe, starred Clive Owen as the Driver, and highlighted the performance aspects of various BMW automobiles.Useful TermsCome of age (划时代/充分发展): If something has come of age, i

14、t has reached its full successful development.Dancing on Ice (冰上舞蹈达人秀): Dancing on Ice is a British television show, in which celebrities and their professional partners figure skate in front of a panel of judges. The format has been a prime-time hit in eight different countries, including Italy and

15、 Chile. In Australia, where it was titled Torvill and Deans Dancing on Ice, it was axed after just one series owing to production costs.Event Television (热点新闻事件): television programmes focusing on events which attract media attention and high ratingsMark up (提价): If you mark something up, you increa

16、se its price. E.g. You can sell it to them at a set wholesale price, allowing them to mark it up for retail.Useful TermsAcross the board (全面的): affecting everyone or everything in a situation or organization, e.g. The improvement has been across the board, with all divisions either increasing profit

17、s or reducing losses.Post-Christmas blues (圣诞后的销售低迷期): sales downturn period following the ChristmasSales forecast/sales estimation/sales predictions (销售预测): Prediction of the future sales of a particular product over a specific period of time based on past performance of the product, inflation rate

18、s, unemployment, consumer spending patterns, market trends, and interest rates. In the preparation of a comprehensive marketing plan, sales forecasts help the marketer develop a marketing budget, allocate marketing resources, and monitor the competition and the product environment. Ending stocks/clo

19、sing stocks (结算库存/期末库存): a businesss remaining stock at the end of an accounting period. It includes finished products, raw materials, or work in progress. 期末库存是在一个库存会计时期结束时，可供使用或出售的货品、物资或原料的账面价值。一年为一个会计期间，年初第一天的库存量就是期初库存，年末最后一天的库存量就是期末库存。 Report writing (homework)Format: title, date, introduction,

20、findings, conclusion, recommendations. Word limit: 200-250 (longer than the report we wrote last term)Organization of reportsA sales report (refer to last terms ppt)Introductions: the aim of this report is to/ this report describesReasons: this is due to/ The reasons for this are as followsProspects

21、: looking to the future,Recommendation: consequently, I would like to proposerequirementBefore handing in, get your classmate proofread your article and have his /her comment on your article. Your comments should include three aspects: contents (fulfilling the tasks?); organization (clear format? Cl

22、ear paragraphing? Logical? Linking words?); language (fluent? Grammatical mistakes? Proper? Concise and clear?)Describing performanceTime phrasesVerbsNounsPrepositionsQualifiersCause and resultAdj: typical, upward, sharp, current, strong, recentAdverbs: fairly, predictably, finallyVerbs: go, take of

23、f, soar, fall, double, peak, collapseNouns: trend, gains, level, losses, recovery, valuePrepositions with time phrases: over the last twelve months, in the first six months, by December last year, in January, by May, in the last four weeksPrepositions with figures: from, to almost/ over, at nearly /

24、 just over, by nearly , down almostDescribing Graphs (3) (4)Describing Graphs (3) to rise /climb/pick up/a general upward trend (4) to fall/drop/collapse/plummet/bottom out Describing Graphs (5) (6)Describing Graphs(5) to shoot up/take off/soar/rocket(6) to recover/improve a recovery/improvementDesc

25、ribing Graphs (7) Describing Graphs (7) to fluctuate Describing Trends or Movements in Graphs Describing Trends or Movements in Graphs Describing Trends or Movements in Graphs Describing Trends or Movements in Graphs Describing Trends or Movements in Graphs Describing Trends or Movements in Graphs E

26、x 2 describing performanceIntroduction (what is it about? Time phrases, general trend)Details (follow the time line, what happened, noticeable period, reason, analysis)Tense: simple past (except that it is a forecast graph / chart)Listening Average growth in sales over the last two years and the rel

27、atively stable state of marketThe launch of the new slow-release version of the drugBayer having distribution problemsJust a seasonal factorThe launch campaign of the new version of the drugPresenting figuresPresentation structure: Greeting Introduction / overviewMain body of presentation (referring

28、 to any chart, graphs etc)Concluding commentsInvite questions Thank audience Hello, 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 ra

29、pidly 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 November. What was the reason for this rise late in the year? It was in fact because we are due

30、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 sales over the year. Now, if there are any questions, I would be happy to answer them. Hello, ever

31、yone. Thank you for coming. Id like to present to you today the results for sales of holidays to Switzerland over the past year. Ive prepared a graph which shows the development. As you can see sales dropped sharply from $32m to $19m over the first four months and picked up slightly to $24m in July.

32、 The reason behind this growth is that May and June is generally the best time to travel in Switzerland. However, they started to fall again and by Nov, the sales reached their lowest level of $7m. What was the reason for this general downward trend this year? It was in fact due to the economic cris

33、is in Europe which made people become more cautious about spending money on holidays. 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. Describing graphsExam focus: writing test part one P 66Candidates write a 120-140

34、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 to avoid

35、 exceeding the strict word limit. How to describe graphsContent Language Content: what to writeGive an overall description of the important points rather than a detailed description of individual points Comparison and contrast (two ways)A BA/B, A/B Analyze the graphsThe important sectionsNote the tr

36、end, the peak, the lowest point, the end/starting pointThe crossing pointsLanguage: concisenessSentence lengthWordiness Reference words （指示词）RedundancyRepetitionEllipsis (省略)structure1. The first paragraph is an Introduction (saying what the graph represents and what period it relates to)This graph

37、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 infor

38、mation presented. The (dramatic) consequence of these two developments.Describing GraphsThe graph shows the share price of two companies from 1996 to 2000. In the start of 1996, shares in Consort Industries stood at $160. However, by the end of the year, they have collapsed to just $50. They recovered steady over the next 12 months, but