新职业英语市场营销英语UnitPersonalSellingProducts

Unit5

PersonalSelling--Products市场营销英语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声音翻译ReadingAMasterTip1:Digforsalesopportunities.Today,salesprofessionalsneedtouncoveropportunitiesthemselvesratherthanwaitforleadsorforcustomerstocometothem.Thebestperformersrecognizethateveniftherearemanyleadsintheirsalespipeline,theyneedtoinvestpartoftheirtimeregularlyinfindinganddevelopingnewsalesopportunities.Thinkofbuyersaspartners—partnerswhomaybeabletoreferyoutoasteadystreamofnewbusiness.Askforareferralatthecloseofeverysale.Contactindividualswhohavebenefitedfromyourproductsinthepast.Becomeinvolvedinorganizationsthatmayincludeprospectivecustomers.Insales,it’swhoyouknowthatcounts.-8-2023/2/3翻译ReadingAMasterTip2:Knowwhatitmeanstobeasalesstar.Whenyouhearabosstalkaboutherbestsalesperson,sheoftenreferstoherasastar.It’shighpraise.Beingastarmeansyouhavesuperiortalent.Starsachievetheirstatusbyworkinghardandlovingwhattheydo,alwaysbeingenthusiasticabouttheirproductsandalwaysreadytohelptheircustomersachieveasatisfactorydeal.-9-2023/2/3翻译MasterTip3:Sellwithintegrity.Thenumber-onetoolinyoursalesarsenalisintegrity.Beliefinyourproductsisessentialbutwillbeinsufficientunlessyoubuildthisbeliefonthefoundationofintegrity.Behonestwithyourcustomers,donotsaythatyourproductsarebetterthantheyare,negotiateafairpriceandnevertakebackhanders.ReadingA-10-2023/2/3翻译-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

从你第一次与顾客开始接触的那一刻起，你必须掌控全局。你必须告诉顾客要做什么和想什么。这里的难点在于如何做到不为顾客察觉。你不能直接对顾客指手画脚。你要有礼貌地请求，不能具有进攻性。如果你不能自始至终掌控局面，则可能难以达成交易。-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!市场营销英语EnglishforSalesandMarketing-41-2023/2/3ReadingABackdropPersonalsellingBusinessesalwaysrelyonpeopletosellgoodsandservicesinperson.Salespeopleneedtoknowabouttheproductsandservicestheyaresellingsotheycanprovidecustomerswithanyrelevantinformationthatwillinfluencethepurchasingdecision.Personalsellingrequireslearnerstousearangeofpersonalskillstoclosethesale.Somesalesjobsemphasizesellingtonewcustomers.Sellingtoprospectsrequiresdifferentskillsfromsellingtoexistingcustomers.Toconvinceprospectstopurchaseaproducttheyhaveneverusedbefore,salespeopleneedtobeespeciallyself-confidentandbeabletodealwiththeinevitablerejectionsthatoccurwhenmakinginitialcontacts.

back-42-2023/2/3ReadingATranslation掌握销售秘诀“人人都在销售，但并非每个人都能找到买家。”销售人员面临的终极挑战，是当各个商家已将销售培训和推广预算削减至最低程度并且竞争日益加剧时，何以争取市场份额。要想成为一名成功的销售人员，你必须练习技能。无论你是刚开始销售生涯，还是已经在业内摸爬滚打数十年，你都需要不断提高。以下是来自业内顶级大师的销售秘诀汇编。-43-2023/2/3ReadingATranslation掌握销售秘诀销售秘诀1：挖掘销售机会。如今，销售人员已不能坐等潜在顾客或客户找上门来，而是要去发现机会。最优秀的销售员也认识到即使你拥有很多销售渠道，你也需要定期投入​​部分时间，用来寻找和开发新的销售机会。你需要把顾客视为合作伙伴，因为他们可能为你推介源源不断的新业务。每次交易结束时，你都要请他们为你推荐客户。你要与曾经从你的产品中受益的每个人建立联系。你要参与有可能为你带来潜在客户的任何组织。在销售领域，客户就是上帝。-44-2023/2/3ReadingATranslation掌握销售秘诀销售秘诀2：懂得销售明星意味着什么。每当你听到老板谈及最优秀的销售人员，她通常称她为明星。这是一种高度赞誉。明星这一美誉表明你拥有出众的才能。明星之所以成为明星，就是因为他们工作努力，而且热爱自己所从事的工作。他们一直热衷自己所销售的产品，并随时准备令每一位顾客满意而来，满意而归。-45-2023/2/3ReadingATranslation掌握销售秘诀销售秘诀3：销售以诚信为本。诚信是销售致胜的第一法宝。相信你所销售的产品很重要，但还不够，这一信念必须建立在诚信的基础上。你要忠实于你的客户，如实介绍你的产品，与顾客谈妥一个公道的价格，永不收取贿赂。-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: