李红英会展英语Chapter五SectionIVReading

Text----ExhibitionandItsClassificationWarm-upDialoguesWritingReadingSectionIV.ExtensiveReadingImportantWords&ExpressionsExercises第1页

Boothstaffselectionisthesinglemostimportantfactorinyourexhibitingsuccess.Morethangraphics,signage,literature,giveaways,oranyothervariable,itisthepeopleyouputontheshowfloorthatinfluencevisitor’sopinionofyourorganization.Theyareyourambassadors,representingyourcompanyforthewholeworldtosee.ItisimpossibletostressenoughhowcrucialWarm-upDialoguesWritingReadingSectionIV.ExtensiveReadingAvoidBoothStaffDuds:EssentialQuestionsYouHavetoAsk

Thefollowingisadvicetocompaniesonhowtoselectandtrainstaffforanexhibitionstand.Howwouldyoumeasureupforthejob?第2页yourteamistoyouroverallsuccess.Toensureatopnotchperformance,beginpreparingyourboothteamfourtosixmonthspriortotheevent.Youwillneedtheanswerstothefollowingquestions:

1.Howmanypeopleareneededtostaffthebooth﹖

Anumberofvariablesneedtobeconsidered.Howbigisyourexhibit﹖Howlongistheshow﹖Willyouneedemployeestogiveproductdemonstrations,workthehospitalitysuite,teachseminars,orsupervisecontests﹖Ensureyouhaveenoughstaffingtohaveyourboothmannedatalltimes,whilegivingyourteamabreakeveryfourtosixhours.Noonecanbe‘on’fortwelvehoursatatime.

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2.Whoarethebestpeopletorepresenttheorganization﹖

Workingatradeshowrequiresauniquemixofskills.Youwantemployeeswithexcellentproductknowledge,superlativepeopleskills,“killer”salesinstincts,andawarm,engagingpersonality.Thesepeopleshouldbemotivatedself-starters,abletothinkontheirfeetandworkwithlittleornodirection.

3.Hasstafftrainingbeenorganized﹖ Toensuresuccess,prepareyourteamwithalltheskillsandtoolstheyneed.Trainingshouldcoverassessingvisitortypes,askingqualifyingquestions,handlingdifficultattendees,leadgenerationandfollowup,andmanyotherfactors.

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4.Hasapre-showmeetingbeenscheduled﹖ Pre-showmeetingsplayacriticalroleinensuringthatyourteamunderstandstheirgoalsandobjectives,expectedrolesandduties,andareadequatelysuppliedwithbackgroundknowledgetohandleanyunexpectedsurprises.Usethistimetoclarifyanyareasofconfusionandtoaddressanystaffconcerns.

5.Istheboothteamfamiliarwiththeproductsorservicesbeingdisplayed﹖

Toeffectivelysellproducts,youneedtohaveathorough,completeproductknowledge.Toomanytimes,Warm-upDialoguesWritingReading第5页

organizationssendoutrookieemployeeswhoonlypossessrudimentaryknowledge.Thisisfrustratingforattendees,whowon’tcomebacktofindanotheremployeewhomighthaveananswer—they’llgotothecompetitioninstead.

6.Hasapracticedemonstrationsessionbeenorganized﹖

Neverassumethatyouremployeesknowhowtousetheproductsthattheysell.Itisentirelypossiblethattheyarenotcompletelyfamiliarwitheveryfeature,especiallyifyouareintroducinganewproduct.Takethetimetothoroughlytrainyourteam,andhavethempracticedemonstratingtheproducttofamiliarizethemselveswiththeshowfloorroutine.

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7.Willatechnicalrepresentativebeavailabletoanswerquestions﹖

Dependingonyourproduct/serviceline,itmaybeentirelyappropriatetosendatechnicalrepresentativetohandlespecificproductquestions.Trainthispersoninthebasicsofsalesmanship,butkeeptheirdutieslargelyrelegatedtoprovidingtechnicalanswers.Makesuretheyareawareofthepossibilityoftradeshowespionage,topreventthemfromsharingtoomuchinformation.

8.Hasadresscodebeenestablished﹖

Warm-upDialoguesWritingReading第7页Wellbeforeyouarriveattheevent,adresscodeshouldbeestablished.Uniformsmaybeappropriateforyourcompany,butiftheyarenot,clearlyspecifywhatyouwantyourteamtobewearing.“Casualbusiness”givesfartoomuchleeway.Instead,spellout“Blacktrousersorskirt,whiteshirt,blackblazer,redtie”ortheequivalent.

9.Havebadgesbeenorderedforallboothpersonnel﹖

Everyoneonyourteamneedsabadgetoentertheshowfloor,accesshospitalityareas,andmovefreelyabout.Orderthesebadgeswellaheadoftime,sothatanyerrorsoromissionscanberemediedinatimelyfashion.

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10.Doboothpersonnelhavesufficientbusinesscards﹖

Itisamazinghowmanybusinesscardsyoucanhandout

duringthecourseofonetradeshow.Makesureyourteamisadequatelyprepared.

11.Hasaboothschedulebeenplanned﹖

Acompleteschedulewillcovereverymomentfromshowarrivaltodeparture,includingwhowillbestaffingthebooth,breaktimes,technicalsupportandassortedresponsibilities.Itmaybeagoodideatoinclude‘checkin’timeintotheschedule,sosalespeopleactingasboothstaffcancheckmessagesbackatthehomeofficeandmakenecessaryphonecalls.Thiswillalleviateagreatdealofstaffanxiety.Warm-upDialoguesWritingReading第9页

12.Whowilloverseeboothinstallationanddismantling﹖

Oftenoverlooked,thesetwoitemscanquicklybecomelogisticnightmaresifnooneispreparedtoaddressthem.Delegatetwopeopletothisdetail.Manyshoworganizersprovidethisserviceforafee,butyoumaystillwanttohavestaffmembersonhandsupervising.

13.Doesthatpersonunderstandthemove-outprocedure﹖

Someonehastoarrangeformovingtheexhibitoutoftheconventioncenter,ensuringitisproperlypacked,andcoordinateshippingthewholethingbacktothehomeoffice.Again,ateamshouldbeclearlydelegatedthisresponsibility,andprovidedwithallthetoolsandresourcesthey’llneedtosucceed.Warm-upDialoguesWritingReading第10页n.somethingthatisgivenawayfree,especiallysomethingthatashopgivesyouwhenyoubuyaproduct无偿样品Warm-upDialoguesWritingReadingManymanufacturersofferedgiveawaystoconsumerswiththepurchaseoftheirproduct.Thereareallkindsofgiveawaywhichcouldbeusedinplaceofproductsamples.1.giveawayFOREXAMPLEImportantWords&Expressions第11页adj.beingessentialordecisivefordeterminingtheoutcomeorfutureofsomething;extremelyimportant关键,决定性,极其主要Warm-upDialoguesWritingReadingNegotiationswereatacrucialstage.Thecylinderisacrucialpartofthewashingmachine.2.crucialFOREXAMPLEImportantWords&Expressions第12页Warm-upDialoguesWritingReadingIwasarookieinmyofficelastyear.Don'tbetoohardontheguy,he'sjustarookie.n.someonewhohasjuststarteddoingajobandhaslittleexperience新手3.rookieFOREXAMPLEImportantWords&Expressions第13页adj.fundamental;beingorinvolvingbasicfactsorprinciples;beingintheearlieststagesofdevelopment基础,初步Warm-upDialoguesWritingReadingIhaveonlyarudimentarygraspofphysics.Ihavearudimentaryunderstandingofcomputerprogramming.4.rudimentaryFOREXAMPLEImportantWords&Expressions第14页v.tomakesomebodyfeelannoyedorangry;todisappointordefeat;tohinder使沮丧,使挫败Warm-upDialoguesWritingReadingDifficultyandfailuredon'tfrustratehisenthusiasm.Theterribleweatherfrustratedourhopesofgoingout.5.frustrateFOREXAMPLEImportantWords&Expressions第15页Warm-upDialoguesWritingReadingIwonderwhetheryouwillfamiliarizeuswithyourtechnicalknow-how.Itisincumbentuponallusersofthisequipmenttofamiliarizethemselveswiththesafetyprocedure.v.tomakefamiliarorconversantwith

使熟悉

6.familiarizeFOREXAMPLEImportantWords&Expressions第16页n.theskillorabilitytopersuadepeopletobuythingsaspartofyourjob推销术,推销技巧Warm-upDialoguesWritingReadingManystoresspendtoomuchontechnologyandtoolittleonsalesmanshipandservice.Goodsalesmanshipdependsonacoolmind.7.salesmanshipFOREXAMPLEImportantWords&Expressions第17页n.theactivityofsecretlyfindingoutsecretinformationandgivingittoacountry'senemiesoracompany'scompetitors

间谍活动Warm-upDialoguesWritingReadingHeisaccusedofindustrialespionage.Thebankstakeprecautionstopreventanyattemptsatindustrialespionagewhileconfidentialdocumentsareonthepremises.8.espionageFOREXAMPLEImportantWords&Expressions第18页Warm-upDialoguesWritingReadingThegovernmentdoesnothavemuchleewayinforeignpolicy.Tendaysshouldbeabigenoughleewaytoallowfordelays.n.freedomtodothingsinthewayyouwantto余地,余裕9.leewayFOREXAMPLEImportantWords&Expressions第19页Warm-upDialoguesWritingReadingAskyoursistertostitchthebadgeontoyourblazer.Gonewerethefrivoloushatsandbrightblazers.n.ajacket,sometimeswiththespecialsignofaschool,clubetconit(与裤子不配套)男式便上装

10.blazerFOREXAMPLEImportantWords&Expressions第20页n.asmallpieceofmetalorplasticthatyoucarrytoshowpeoplethatyouworkforaparticularorganization徽章

Warm-upDialoguesWritingReadingYou'llgetasecuritybadgethatwillallowyouintothebuilding.Hewasawardedameritbadgeforhisbraveryinthebattle.11.badgeFOREXAMPLEImportantWords&Expressions第21页n.somethingthathasbeenomitted忽略,疏忽Warm-upDialoguesWritingReadingShecomplainedabouttheomissionofhernamefromthelist.Theomissionofawarningontheproduct'slabelwastheresultofaprintingerror.12.omissionFOREXAMPLEImportantWords&Expressions第22页v.todealwithaproblemorimproveabadsituation补救,矫正

Warm-upDialoguesWritingReadingYourfaultsofpronunciationcanberemedied.Therehavebeenseveraltragicrailaccidents.Thegovernmentmustactquicklytoremedythissituation.13.remedyFOREXAMPLEImportantWords&Expressions第23页togivesomethingtoeachpersoninagroup分发,散布Warm-upDialoguesWritingReadingIrustledupafewhelperstohandoutleaflets.Ihavetomakesomecopytohandout.14.handoutFOREXAMPLEImportantWords&Expressions第24页在……期间Warm-upDialoguesWritingReadingDuringthecourseofourconversation,itemergedthatBobhadbeeninprison.Duringthecourseofillness,personalgeartobededicated.

15.duringthecourseof……FOREXAMPLEImportantWords&Expressions第25页Informationabouttechnicalissuesandtroubleshootingstrategiesisprovidedinthemanual,on-lineatapublisher,websiteorbyatechsupportphonenumberlistedinthemanual.技术支持Warm-upDialoguesWritingReadingWeguaranteefastandeffectivetechnicalsupport.Providetechnicalsupportformarketexpansion.16.technicalsupportFOREXAMPLEImportantWords&Expressions第26页v.tomakesomethinglesspainfulordifficulttodealwith减轻,使...缓解Warm-upDialoguesWritingReadingThedoctorgaveheraninjectiontoalleviatethepain.Theyalleviatedtheboredomofwaitingbysingingsongs.17.alleviateFOREXAMPLEImportantWords&Expressions第27页v.totakeamachineorpieceofequipmentapartsothatitisinseparatepieces拆除...设备,分解Warm-upDialoguesWritingReadingDon'tdismantleanddecomposethebattery.Jimmywasinthegarage,dismantlinghisbike.18.dismantleFOREXAMPLEImportantWords&Expressions第28页FillintheTableBelowbyGivingtheCorrespondingChineseorEnglishEquivalents.Warm-upDialoguesWritingReadingEXERCISESMultipleChoices

第29页Warm-upDialoguesWritingReadingFillintheTableBelowbyGivingtheCorrespondingChineseorEnglishEquivalents.productdemonstration至高人际技巧awarm,engagingpersonality 明白他们本身目标,预期角色和职责产品展示赤诚、迷人个人魅力superlativepeopleskillsunderstandtheirgoalsandobjectives,expectedrolesandduties第30页Warm-upDialoguesWritingReadingFillintheTableBelowbyGivingtheCorrespondingChineseorEnglishEquivalents.assessvisitortypes警觉贸易展览间谍可能性checkmessagesbackatthehomeoffice监督展场安装与拆除评定参观者类型在总企业查对信息beawareofthepossibilityoftradeshowespionageoverseebothinstallationanddismantling第31页Warm-upDialoguesWritingReading1. Whatisthesinglemostimportantfactorinyourexhibitingsuccess﹖ A.Havingapre-showmeeting. B.Havi