BEC higher module 4高级商务英语

HIGHERSUCESSWITHBEC2021/5/91MODULE4

BusinessTopicTheartofselling2021/5/924.1Businesstopic:

Theartofselling4.2businessskills:Presentingfigures4.3Examspotlight:WritingTestIntroductionandPartoneMODULE42021/5/93MODULE4Contents1.Selling(vocabulary)2.Salestechniques3.Advertisingtrends4.Asalesreport5.Presentingfigures6.Analyzingagraph2021/5/944.1Theartofsellingclosethesaledetouraltitudeaptitudebuyingsignalperceivedbenefitaddedvaluecompetitiveadvantagesellingpontemotionalbenefit达成交易绕道，弯路高度，海拔能力成交信号情感利益情感利益附加值竞争优势卖点decisionmaker决策者option选择供应的附件prospectreliability可能成为主顾的人可靠性（产品）VOCABULARY:2021/5/954.1Theartofsellinglinepresenterhard-sellconstraintpushyanecdotepoint-of-salenichepaymenttermsdeodorant行业，行当主持人强行推销限制，制约粗鲁的，莽撞的轶事，奇闻除臭剂销售网点专门市场支付方式word-of-mouth口头传播viralmarketing病毒式营销advertiservehicleadvertising广告客户车辆广告VOCABULARY:2021/5/964.1TheartofsellingubiquityPVRpop-upadsbanneradsupsurgefragmentreceptiveaudiencerewindmediacompanybroadband普遍存在个人视频录像机自动弹出广告横幅广告增长，高涨使分裂宽带受众倒带传媒公司premium过高价值catch-on包罗万象的creatingabuzzholistic造势全盘的）VOCABULARY:2021/5/971.quotations-understandingPersonality

Cheerfuldisposition性格Mentalingredient:

imagination,creation,initiatives,presenceofmind…PatienceandperseveranceCourtesyCompleteknowledgeabouttheproducts,companyandthecustomers2.successfulsales:price,productfeature,oremotionalbenefit4.1TheartofsellingLead-in：ForsaleVOCABULARY:2021/5/984.1TheartofsellingSelling:qualitiesOptimisticNeverputoffbyfailuresManipulatethebuyer’sfeelingsmotivatedVOCABULARY:2021/5/994.1TheartofsellingVOCABULARY:EX.4Howtoclosethesale?2021/5/9104.1TheartofsellingLISTENING:salestechniquesEx.5themainreasonsforacustomerdecidingnottobuyaproductorservice:noneed,nomoney,nohurry,nodesire,notrust.ZigZiglar'sclosingthesale:Everysalehasfivebasicobstacles:2021/5/911

4.1TheartofsellingLISTENING:salestechniques2021/5/9124.1TheartofsellingLISTENING:salestechniques2021/5/9134.1TheartofsellingREADING:Advertisingtrend2021/5/9144.1TheartofsellingREADING:Advertisingtrend2021/5/9154.1TheartofsellingREADING:AdvertisingtrendReadingTasks1.Gothroughthearticle,figureoutthemainidea.(5m)2.Canyoufindwordsinthispassagethatmean‘up’and‘down’?(3m)2021/5/9164.1TheartofsellingREADING:AdvertisingtrendSuggestionAdvertisersaremovingawayfromtelevisiontomoreofamediamix.ThisisbecauseyoungpeoplearewatchinglesstelevisionandspendingmoretimeontheInternet.2021/5/917READING:Advertisingtrend4.1TheartofsellingUpincrease rise upsurge goupaccelerate soarboom pickupincreasinglymorewidespreadmorepopularDowndecrease collapsedeclinefallreducecutgodowndroplower2021/5/9184.1TheartofsellingREADING:Advertisingtrendfragmenttelevisionviewingintoacrosshundredsofchannelsthegrowingubiquityofbroadbandaccessbeerodedbysth.agrowingcon’sensusbepronouncedpersonalvideorecordertechnology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haveamaterialeffectonsth.对....有实质性的影响2021/5/9194.1TheartofsellingREADING:Advertisingtrendmakeone‘spresencefelt

使人感觉到…的存在tapintoconsumerseventtelevisionondemandviewingpause，rewind，fastfowardcomeofage发掘客户大型活动的电视转播视频点播

暂停,

倒带，快进成熟2021/5/9204.1TheartofsellingSpeaking:InthefieldA-AandB-BpairsbeforeA-Bpairs1.lower/reducetheprice2.reduce/decreasethedeliverytime3.markuptheprice/cuttheretailprice4.moveawayfromthecurrentsupplier5.provideonewithmore/incresetheamountofpromotionalmaterial2021/5/9214.1TheartofsellingWriting:AsalesreportIntroductions:theaimofthisreportisto…/thisreportdescribes…Reasons:thisisdueto…/Thereasonsforthisareasfollows…Prospects:lookingtothefuture,…Recommendation:consequently,Iwouldliketopropose…2021/5/9224.1TheartofsellingWriting:Asalesreport2021/5/9234.1TheartofsellingWriting:Asalesreport2021/5/9244.2

presentingfiguresVocabulary:DescribingperformanceTimephrasesVerbsNounsPrepositionsQualifiersCauseandresult2021/5/925Writing:DescribingGraphs

(1)topeak/reach(2)toleveloffahigh(peak)of4.2

presentingfigures2021/5/926Writing:DescribingGraphs4.2

presentingfigures

(3)torise/climb/pickup/ageneralupwardtrend(4)tofall/drop/collapse/plummet/bottomout

2021/5/927Writing:DescribingGraphs4.2

presentingfigures(5)toshootup/takeoff/soar/rocket(6)torecover/improvearecovery/improvement2021/5/928Writing:DescribingGraphs4.2

presentingfigures

(7)tofluctuate2021/5/929DescribingTrendsorMovementsinGraphs

4.2

presentingfigures2021/5/930DescribingTrendsorMovementsinGraphs

4.2

presentingfigures2021/5/931DescribingTrendsorMovementsinGraphs

4.2

presentingfigures2021/5/932DescribingTrendsorMovementsinGraphs

4.2

presentingfigures2021/5/933DescribingTrendsorMovementsinGraphs

4.2

presentingfigures2021/5/934DescribingTrendsorMovementsinGraphs

4.2

presentingfigures2021/5/935DescribingTrendsorMovementsinGraphs

4.2

presentingfigures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：......increasedslowlyduring……and……butfellsharplyin…….Asteadyfallin……during……and……followedthesharpincreasein…….2.先下降后上升的句型：……fellbefore……begantomakearecovery…………continuetherecovery,climbingto…………droppedduring……butincreasedagainin…………fellandthenpickupduring…………collapsedbeforerisingto……attheendof……2021/5/9364.2

presentingfiguresListening:ASalesForecast1.Averagegrowthinsalesoverthelasttwoyearsandtherelativelystablestateofmarket2.Thelaunchofthenewslow-releaseversionofthedrug3.Bayerhavingdistributionproblems4.Justaseasonalfactor5.Thelaunchcampaignofthenewversionofthedrug2021/5/9374.2

presentingfiguresSpeaking:PresentingfiguresPresentationstructure:GreetingIntroduction/overviewMainbodyofpresentation(referringtoanychart,graphsetc)ConcludingcommentsInvitequestionsThankaudience2021/5/9384.2

presentingfiguresSpeaking:PresentingfiguresHello,everyone.Thankyouforcoming.I’dliketopresenttoyoutodaytheresultsforsalesofforeignlanguagephrasebooksoverthepastyear.I’vepreparedagraphwhichshowsthedevelopment.

Asyoucanseesalesroserapidlyoverthefirstsixmonthsleadinguptothesummerholidayperiodreachingapeakofnearly$30millioninJuly.BySeptembertheyhadfallenbacktoaround$12million,buttheypickedupagaininNovember.

Whatwasthereasonforthisriselateintheyear?ItwasinfactbecauseweareduetolaunchourneweditionsinJanuaryandwewantedtoclearouttheoldstock.Asaresult,weputonsale(upto50%discount)atallthemajorbookshops.Ihopethathasgivenyouaclearpictureofsalesovertheyear.Now,ifthereareanyquestions,Iwouldbehappytoanswerthem.2021/5/939

4.3Writingtest

ExamspotlightExamfocus:writingtestpartoneCandidateswritea120-140wordreport

describingtrends.Thetasktestsconcisewritingskills.Candidatesareexpectedtodescribe,compareandcontrastinformationpresentedvisually,intheformofgraphs,barchartsandpiecharts.Candidatesshoulduseappropriatelanguageoftrendsandmustbeconciseinordertoavoidexceedingthestrictwordlimit.2021/5/940

4.3Writingtest

ExamspotlightHowtodescribegraphsLanguageContent2021/5/941

4.3Writingtest

ExamspotlightContent:whattowriteGiveanoveralldescriptionoftheimportantpointsratherthanadetaileddescriptionofindividualpointsComparisonandcontrast(twoways)A–BA/B,A/B

AnalyzethegraphsTheimportantsectionsNotethetrend,thepeak,thelowestpoint,theend/startingpointThecrossingpoints2021/5/942

4.3Writingtest

ExamspotlightLanguage:concisenessSentencelengthWordinessReferencewords（指示词）RedundancyRepetitionEllipsis(省略)2021/5/943

4.3Writingtest

Examspotlightstructure1.ThefirstparagraphisanIntroduction(sayingwhatthegraphrepresentsandwhatperioditrelatesto)Thisgraphshows…2.ThesecondparagraphdescribesthedevelopmentandtrendsIfwelookfirstat…,wecansee…followsasimilartrend…Thedevelopmentsarenotdescribedinyear-by-yearormonth-by-monthdetail,butinmoregeneralterms3.Thethirdofferssomegeneralconclusionsthatcanbedrawnfromtheinformationpresented.The(dramatic)consequenceofthesetwodevelopments….2021/5/944

4.3Writingtest

ExamspotlightDescribingGraphs2021/5/945Thegraphshowsthesharepriceoftwocompan