剑桥商务英语高级.ppt

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1、L/O/G/OModule 4 Module 4 The art of sellingThe art of sellingContents1.Selling(vocabulary)1.Selling(vocabulary)2.Sales techniques 2.Sales techniques 3.Advertising trends 3.Advertising trends 4.A sales report 4.A sales report 5.Presenting figures 5.Presenting figures 6.Analyzing a graph 6.Analyzing a

2、 graph Selling:qualities Personality Cheerful disposition性格Mental ingredient: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,emot

3、ional benefitsEmotional benefits:the positive feelings that buyers make about themselves duetotheir 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/prop

4、osition(独特销售点，销售的核心竞争力)：what sets you and your 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 se

5、rvice as the result of a particular process to 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

6、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。buying signal:verbal or non-verbal clues showing that the buyers are ready to buyWhen they are ready to buySpending time looking at one product type Looking around for somebody to help themAsking

7、 questions about the detailAsking about price Using possession language Asking another persons opinion Body state changes Touching the money When they are not ready to buyAvoiding eye contact with you Making not now excuses Casual handling of the productLooking at many different products Moving arou

8、nd quickly Possible answers1.Thats OK.We can arrange credit finance 2.We can order a black one,but there is a lot of demand so you will need to pay a 10%deposit3.After a couple of months you will wonder how you ever lived without them.4.I think I should at least reserve it in your name in case anyon

9、e else tries to buy it.5.I think you are the sort of person who impose their image on the car,not the other way round.Sales techniquesFirst speakerFinancial softwareRelationship selling:develops relationship slowly,is cooperative,honest,not pushyBuilds trust,people know what they are buying BUT take

10、s time and sometimes no saleSecond speakerCosmetics 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(赊欠赊欠):An agreement between a buyer and a seller in

11、 which the buyer receives the good or service 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

12、 credit card,but many companies have their own credit schemes.A steady flow of credit in an economy is considered important for financial health.Hard sell(强行推销强行推销;硬性推销硬性推销):Aggressive sales practices aimed at pressuring a customer into completing a transaction quickly.Example:The agent was a propon

13、ent支持者支持者 of the hard sell.Accordingly,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.Useful TermsSoft Sell(软推销软推销;劝买、说服式推

14、销劝买、说服式推销):A subtly persuasive,low-pressure method of selling or advertising.Relationship Selling(关系销售关系销售):Establishing a long-term customer relationship in an effort to generate repeat business.Relationship selling may be directed at especially important customers and may include a liberal return

15、policy and access to high-level executives.关系销售是指建立维系和发展顾客关系的销售过程，关系销售是指建立维系和发展顾客关系的销售过程，目标是致力建立顾客的忠诚度。它有别于传统交易销目标是致力建立顾客的忠诚度。它有别于传统交易销售的地方，就在于为顾客增加经济的、社会的、技术售的地方，就在于为顾客增加经济的、社会的、技术支持等附加值。从销售的实践角度看，关系销售更能支持等附加值。从销售的实践角度看，关系销售更能把握住销售概念的精神实质，因为企业不仅是达成购把握住销售概念的精神实质，因为企业不仅是达成购买而是要建立稳固各种关系，而这些关系是促成客户买而是要

16、建立稳固各种关系，而这些关系是促成客户持续购买的重要因素。持续购买的重要因素。Sales techniquesListen to the emotional side of your prospect or client:Focus on your prospect or clients needs:Use language that focuses on your prospect or client:Help your prospect see the bottom line:Find out your prospects priorities:.Viral marketing:viral

17、 advertising,refer to marketing techniques that use pre-existing social network to produce increases in brand awareness or to achieve other marketing objectives(such as product sales)through self-replicating viral processes,analogous与相似 to the spread of virus or computer virus.It can be word-of-mout

18、h delivered or enhanced by the network effects of the Internet.Viral promotions may take the form of video clips,interactive flash games,advergames,e-books,brandable software,images,or even text messages.病毒性营销病毒性营销(viral marketing)是一种常用的网络营销方法，常用于进是一种常用的网络营销方法，常用于进行网站推广、品牌推广等，病毒性营销利用的是用户口碑传播的原理，行网站推

19、广、品牌推广等，病毒性营销利用的是用户口碑传播的原理，在互联网上，这种在互联网上，这种“口碑传播口碑传播”更为方便，可以像病毒一样迅速蔓延，更为方便，可以像病毒一样迅速蔓延，因此病毒性营销因此病毒性营销(病毒式营销病毒式营销)成为一种高效的信息传播方式，而且，成为一种高效的信息传播方式，而且，由于这种传播是用户之间自发进行的，因此几乎是不需要费用的网络由于这种传播是用户之间自发进行的，因此几乎是不需要费用的网络营销手段。营销手段。Viral marketing depends on a high pass-along rate from person to person.If a large

20、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（尤其是免费资源）扩大网络营销信息传

21、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,TheHire was a series of eight short films(averaging about ten minutes each)produced for the Internet in

22、 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.After the series began,BMW saw their 2001 sales numbers go up 12%from the previous year.The m

23、ovies were viewed over 11 million times in four months.Two million people registered with the website and a large majority of users,registered to the site,sent film links to their friends and family Useful TermsVehicle advertising(交通工具广告交通工具广告):transit advertising(see below)Video-on-demand(视频点播视频点播)

24、:Video on demand(VoD)is an interactive TV technology that allows subscribers to view programming in real time or download programs and view them later.A VoD system at the consumer level can consist of a standard TV receiver along with a set-top box.Alternatively,the service can be delivered over the

25、 Internet to home computers,portable computers,high-end cellular telephone sets and advanced digital media devices.视频点播（英文：视频点播（英文：Video On Demand，VOD或或VoD）是一套可以让）是一套可以让使用者透过网络选择自己想要看的视频（使用者透过网络选择自己想要看的视频（Video）内容的系统。用户）内容的系统。用户选定内容后，选定内容后，VOD系统可以用串流媒体的方式进行即时播放，也可以系统可以用串流媒体的方式进行即时播放，也可以将内容完全下载后再进行播放

26、。系统的播放模式取决于系统及营运上将内容完全下载后再进行播放。系统的播放模式取决于系统及营运上的需求规划设计，包括收费机制、内容版权、播放品质、机房系统、的需求规划设计，包括收费机制、内容版权、播放品质、机房系统、传输系统、收视端的机上盒等。传输系统、收视端的机上盒等。Useful TermsCome of age(划时代划时代/充分发展充分发展):If something has come of age,it has reached its full successful development.DancingonIce(冰上舞蹈达人秀冰上舞蹈达人秀):DancingonIce is a B

27、ritish 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 Chile.In Australia,where it was titled Torvill and Deans Dancing on Ice,it was axed after just

28、one series owing to production costs.Event Television(热点新闻事件热点新闻事件):television programmes focusing on events which attract media attention and high ratingsMark up(提价提价):If you mark something up,you increase its price.E.g.You can sell it to them at a set wholesale price,allowing them to mark it up fo

29、r retail.Useful TermsAcross the board(全面的全面的):affecting everyone or everything in a situation or organization,e.g.The improvement has been across the board,with all divisions either increasing profits or reducing losses.Post-Christmas blues(圣诞后的销售低迷期圣诞后的销售低迷期):sales downturn period following the Chr

30、istmasSales forecast/sales estimation/sales predictions(销售预测销售预测):Prediction of the future sales of a particular product over a specific period of time based on past performance of the product,inflation rates,unemployment,consumer spending patterns,market trends,and interest rates.In the preparation

31、 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/closing stocks(结算库存结算库存/期末库存期末库存):a businesss remaining stock at the end of an accounting period.It inclu

32、des 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，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。年末最后一天的库存量就是期末库存。Report writing(homework)Format:title,date,introduction,findings,conclusion,rec

33、ommendations.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:looking to the future,Recommenda

34、tion: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?Clear paragraphing?Logical?Linking words?);lan

35、guage(fluent?Grammatical mistakes?Proper?Concise and clear?)Describing performanceTime phrasesVerbsNounsPrepositionsQualifiersCause and resultAdj:typical,upward,sharp,current,strong,recentAdverbs:fairly,predictably,finallyVerbs:go,take off,soar,fall,double,peak,collapseNouns:trend,gains,level,losses

36、,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/just over,by nearly,down almostDescribing Graphs (1)(2)Describing Graphs (1)to peak/

37、reach (2)to level off a high(peak)of Describing 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/improvementDescribing

38、 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 Ex 2 desc

39、ribing 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 relatively stable state

40、 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 to any chart,graphs etc

41、)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 rapidly over the first six month

42、s 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 to launch our new editions in Januar

43、y 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,everyone.Thank you for coming.Id like to present to

44、 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.The reason behind this growth is that May and June is

45、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 crisis in Europe which made people become more cautious about spe

46、nding 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 word report describing trends.The task tests concise writing skills

47、.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 exceeding the strict word limit.How to describe graphsContent Language C

48、ontent:what to writeGive an overall description of the important points rather than a detailed description of individual points Comparison and contrast(two ways)1.A B2.A/B,A/B Analyze the graphs1.The important sections2.Note the trend,the peak,the lowest point,the end/starting point3.The crossing po

49、intsLanguage: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 shows2.The second paragraph describes the development and trends If we look

50、 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 information presented.The(dramatic)consequence of these two developments.Describing