新编剑桥商务英语（高级）第三版41

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1Whatdothesequotationssuggestarethequalitiesofasuccessfulsalesmen?‘Yourattitude,notyouraptitude,willdetermineyouraltitude.’

'Peopledon'tbuyforlogicalreason.Theybuyforemotionalreasons.''Failureisadetour,notadead-endstreet’.

'Peopleoftensaythatmotivationdoesn'tlast.Well,neitherdoesbathing–that’swhywerecommenditdaily.'

‘Thecomplainingcustomerrepresentahugeopportunityformorebusiness.'ZigZiglar,authorofSecretsofClosingtheSale

2Haveyoueversoldanything?Doyouconsideryourselftobegoodatselling?

Why?/Whynot?

3Completethisshortarticleabouttheimportanceofsellingusingthewordsgiven

spectiveemotionaluniquecompetitivepricemakeraddedafter-sales

Thereissomuchcompetitioninthemarketplacetoday,particularly(0)pricecompetition,thatitisunusualforasellertobeabletofinda(1)___sellingpointora(2)___advantagewithwhichtoconvincethecustomer.Insteadhehastorelyonusing(3)___benefitsand/orgiving(4)___valuetothecustomerthrough(5)___service.ThismakesthejobofthesellerallthemoreImportant.Whathehastodoisidentifytherealdecision(6)___inthebuyingprocessandthenactquicklyonabuyingsignal.Abuyingsignallawhenthe(7)__customergivesasigntothesellerthatheisopentobeingsoldtheproductorservice.

4Lookatthesestatementsbydifferentprospectivebuyersofacar.Imagineyouare

thesalespersonatacardealer'sdealingwiththem.Whatwouldyousayordonexttotrytoclosethesale.

1'Ireallylikethecar,butit'sabitoutsidemybudget’.

2It'sgoteverythingIwant,butsilverisnotthecolorIhadinmind’.

3I’mreallyconfusedaboutalltheseextraoptions-Ijustwantedtobuyacar,notaspaceship!'

4'Thankyouforyourtime.I'mgoingtogoawayandthinkaboutit’.

5'I'vealwayshadVW,Idon'tknowifthiscarsuitsmyimage.'

Salestechniques

5Workwithyourpartner.Makealistofthemainreasonsforacustomerdeciding

nottobuyaproductorservice.

6CompareyouranswerwithZigZiglar’sonpage127.

74.1ListentoanextractfromaradioseriesAtWorkwherepeopletalkabouttheirworkingexperiences.Inthisprogrammetwosalespeopledescribetheirapproachtoselling.

1Whataretheyselling?

2Whatistheapproachofeach?

3Whataretheadvantagesanddisadvantagesofeachapproach?

8Lookattheseextractsfromtheprogrammeandcompletethegaps.Listenagaintocheckyouranswers.

1Competitionisa______-notnecessarilypricecompetition,becauseinoursector,quality,____andservicearefarmoreimportantfactors.2Weuseasales___that'scalled'relationshipselling’.

3Wespendalotoftimegettingtoknoweach____individualneeds.

4Ihavetofreelyadmittopeoplethatourproductsmaynotbebest___totheirparticularneeds.

5I'dmuchprefertobedoingthatthanusingsome___technique.6Inmylineofbusiness,it'sallabout___benefits.

7It’sdifficultto___anykindoftechnicalcompetitiveadvantageforlong.

8Idealonlywiththedecisionmaker,who’sgenerallya___forachainofstores.9...themostexpensiveoptions,becausethisincreasesour__sales.

10AssoonasIgetabuyingsignalfromthemI___inandclosethesale...

11...bydiscussingquantitiesrequired,specialdeliveryarrangement,___paymentterms.

?cost?massorniche(targetedadvertising)?reach(howmanyseeit)?successrate?consumerperception?ImpactMediumAdvantagesDisadvantages1Radioadvertisements2Point’-of-salepromotion3Sponsorshipofasportsevent4Directmail(bypostoremail)5Word-of-mouthrecommendation6Billboards(intownoronmainroads)7Viralmarketing(overtheInternet)8Vehicleadvertising(companyorpublic)

Advertisingtrends

1Readtheheadlineonpage39andpredictwhatthearticlewillsayaboutadvertisingtrends.

2Readthetextquickly.Wereyoucorrectinyourprediction?Doyouagreewiththeauthor’sanalysis?

3Studythetextagaintofindthebestanswer(A,B,CorD)toeachquestion.1AccordingtotheauthorchangersareoccurringinAthetypesoftelevisionprogrammewewatch.

Bthewaypeople,especiallyyoungpeople,accessvideoCthewaytelevisionsaremade.

Dtheamountofprogrammesthatarerecorded.

22023wasasignificantyearfortelevisionintheUKbecauseAitwastheyearInternetuseovertooktelevisionviewing.BspendingonTVadvertisingdeclined.

Cviewingfigurespeakedandstartedtodecline.

Dthe16to24agegroupwatchedmoretelevisionthanbefore.3Inthefuture,bigglobalcompanieswill

AmoveawayfromTVtoalternativeadvertisingmedia.Bstillusetelevisiontoestablishtheirbrands.

Ctrytotargettheiradvertisementsmoreprecisely.Dreturntonon-broadcastmethodslikedirectmailing.4ThegrowinguseofPVRsmeansthattelevisionviewersAskipthroughtheadvertisementswithoutlookingatthemBareexposedtoabiggerrangeofadvertisementsCcangetadvertisingondemand.

Dcanpauseandrewindadvertisements

5TheothergrowingareaofopportunityforadvertisersisAoutdooradvertisingBicedancing.

CbiglivesportingeventsDfootball

6Thetrendforon-demandviewingofprogrammesArepresentsabigthreatforadvertisers

BmeansadvertiserswillspendalotofmoneytoreachacleartargetaudienceCwillchallengesearch-basedadvertisingontheInternetDwillincreaseagenciesadvertisingrevenues

7AdvertisersinthefuturewillasktheiragenciestoattracttheyoungAwitharrangeofnewInternet-basedmediaBwithmorefriendlymessagesCthroughchatroomsDusingcomputerviruses

THEADREVOLUTIONWILLNOTBETELEVISED

Amongmostadvertisers,agenciesandmediacompaniesthereisagrowingconsensusthattheoldbroadcastmodelsofadvertisingarebeingerodedbythemarchoftechnologyandthatnewmodelswillhavetobefoundtopromotetheirproducts.Considerthegrowingubiquityofbroadbandaccessandthedigitalrevolutionthatisfragmentingtelevisionviewingacrosshundredsofchannels.Thencombinethosetrendswiththeupsurgeinpersonalvideorecordertechnology(PVR)andthetendencyforyoungerviewerstowatchlessTVinfavorofsharingtheirownwords,pictures,musicandmoviesonline.

IntheUK,televisionviewingfellin2023forthefirsttimeinthemedium’shistory.Thedeclinewasmostpronouncedamongthoseaged16to24.IntheUS,wherebroadbandpenetrationisevenmorewidespread,thoseunder25nowspendmoretimeontheInternetthanwatchingtelevision.Theeffectofthesechangingmediahabitsisnowhavingamaterialeffectonadvertisingspending.

ButaccordingtoNeilJonesofmediaagency,CaratUK,andothersatthesharpend,bigcompanieslikeCocaColaandUnileverareactivelyreducingtheamounttheyspendontelevisioninfavourofboostingtheirInternetbudgetsandso-called‘directresponse’advertising–anythingfromonlineviraladstotraditionalmailcampaigns.

Unilever,theconsumergoodsgiant,hassaidthatduringthelastfiveyearsaroundafifthofits￡300madbudgetwasshiftedoutoftelevisionandintooutdoorposters,onlineadvertisingandsponsorship,suchasFlora’slong-runningassociationwiththeLondonMarathon.Meanwhile,thePVReffectisstartingtomakeitspresencefeltnowthatthedevices,whichallowviewerstoeasilyrecordshowsaswellaspauseandrewindliveTV,areinameaningfulnumberofhomes.Over1.3millionpeoplenowusethetechnology,withthemajorityfastforwardingthroughadvertsonrecordedshows.

Increasedbroadbandpenetrationanddownloadspeedareonlylikelytoacceleratethetrendforon-demandviewing.Channel4chiefexecutiveAndyDuncanrecentlyforecastthatby2023‘themajorityofallprogrammeswillbeconsumedinanon-demandway,whetherthroughpersonalvideorecordersorvideo-on-demandovertheInternet’.Astheboominsearch-basedadvertisingontheInternethasproved,ifadvertisersaresurethattheyareaccurately,targetingareceptiveaudiencetheywillpayahugepremium.Meanwhileeventtelevision,whichviewerswilltuneontowatchlive,andcouldbeanythingfromtheWorldCuptoDancingonIcewillbecomeincreasinglyvital.

Asaresultofthesetrendstheamountspentontraditionaltelevisionadvertisingonthemainchannelsisdeclining,whiletheamountspentonthewebisbooming.Advertisingexpertsareagreedthatbrandswillincreasinglyhavetoengagewithindividualconsumersratherthanhopingtocatchtheirattentionwithtraditionalcatch-allads.

Advertisersaredemandingamoreholisticviewfromtheiragencies,askingthemtoconsiderhowtotapintoyoungerconsumersviablogs,socialnetworkingsites,advertiser-fundedcontentandviraladvertising.Thelatter,whichinvolvesmakingbrandedmessagessoengagingandinterestingthatwebusersfeelcompelledtosendthemontofriends,hascomeofageduringthepasttwoyears.‘We’reseeinganewwaveofinterestbecausebrandsarelookingfornewformsofmediaandnewmarketingtechniques,’saysWillJeffery,ManagingDirectorofviraladvertisingagencyMaverick.

Intheshortterm,Hassell,directoratdigitalagencyRalph,believesthatadvertiserswillincreasinglyreleaseadvertsontheInternetfirstasameansofcreatingabuzzaroundaparticularclip

Tensesandtimephrases

1Whichtensewouldyouexpecttofolloweachofthetimephrasesbelow?Presentsimplepresentcontinuouspresentperfectwillfutureperfectpastsimple1Upton