新编剑桥商务英语(高级)第三版4.1培训课件
个人简历表范文-竞选班长演讲稿
新编剑桥商务英语
级)第三版4.1
高(
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The art of selling
Selling
1 What do these quotations suggest
are the qualities of a successful salesmen?
‘Your attitude, not your aptitude, will
determine your altitude.’
'People don't buy
for logical reason. They buy for emotional
reasons.'
'Failure is a detour, not a dead-end
street’.
'People often say that motivation
doesn't last. Well, neither does bathing–that’s
why we recommend it daily.'
‘The
complaining customer represent a huge opportunity
for more business.'
Zig Ziglar , author of
Secrets of Closing the Sale
2 Have you ever
sold anything? Do you consider yourself to be good
at selling?
Why?Why not?
3 Complete
this short article about the importance of selling
using the words given
below.
prospective emotional unique competitive
price maker added
after-sales
There is so much competition in the market
place today, particularly (0) price
competition, that it is unusual for a seller
to be able to find a (1)___selling point or a
(2)___advantage with which to convince the
customer. Instead he has to rely on using
(3)___ benefits andor giving (4)___value to
the customer through (5) ___service.
This
makes the job of the seller all the more
Important. What he has to do is identify
the
real decision (6)___in the buying process and then
act quickly on a buying signal.
A buying
signal la when the (7)__customer gives a sign to
the seller that he is open to
being sold the
product or service.
4 Look at these
statements by different prospective buyers of a
car. Imagine you are
the sales person at a car
dealer's dealing with them. What would you say or
do
next to try to close the sale.
1
'I really like the car, but it's a bit outside my
budget’.
2 It's got everything I want,
but silver is not the color I had in mind’.
3 I’m really confused about all these extra
options - I just wanted to buy
a car, not a
spaceship!'
4 'Thank you for your time.
I'm going to go away and think about it’.
5 'I've always had VW, I don't know if this
car suits my image.'
Sales techniques
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5 Work with
your partner. Make a list of the main reasons for
a customer deciding
not to buy a product or
service.
6 Compare your answer with Zig
Ziglar’s on page 127.
7 4.1 Listen to an
extract from a radio series At Work where people
talk about their
working experiences. In this
programme two sales people describe their approach
to
selling.
1 What are they selling?
2
What is the approach of each?
3 What are the
advantages and disadvantages of each approach?
8 Look at these extracts from the programme
and complete the gaps .Listen
again to check
your answers.
1 Competition is a ______-not
necessarily price competition, because in our
sector
, quality, ____and service are far more
important factors.
2 We use a sales___ that's
called 'relationship selling’.
3 We spend a
lot of time getting to know each ____individual
needs.
4 I have to freely admit to people that
our products may not be best___ to their
particular needs.
5 I'd much prefer to be
doing that than using some ___technique.
6 In
my line of business, it's all about___ benefits.
7 It’s difficult to ___any kind of technical
competitive advantage for long.
8 I deal only
with the decision maker, who’s generally a ___for
a chain of stores.
9 ... the most expensive
options, because this increases our __sales.
10 As soon as I get a buying signal from
them.... I_ __in and close the sale...
11 ...
by discussing quantities required, special
delivery arrangement ,
___payment terms.
•
cost • mass or niche (targeted
advertising)
•reach (how many see it) •
success rate
•consumer perception •
Impact
Medium Advantages Disadvantages
1
Radio
advertisements
2 Point’-of-sale
promotion
3 Sponsorship of a
sports
event
4 Direct mail (by
post or email)
5 Word-of-mouth
recommendation
6
Billboards (in town
or on main roads)
7
Viral marketing
(over the Internet)
8
Vehicle advertising
(company or public)
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Advertising trends
1 Read the headline on
page 39 and predict what the article will say
about
advertising trends.
2 Read the text
quickly. Were you correct in your prediction? Do
you agree with the
author’s analysis?
3
Study the text again to find the best answer(A,B,C
or D) to each question.
1 According to the
author changers are occurring in
A the types
of television programme we watch.
B the way
people, especially young people, access video
C the way televisions are made.
D the
amount of programmes that are recorded.
2 2005
was a significant year for television in the UK
because
A it was the year Internet use
overtook television viewing.
B spending on TV
advertising declined.
C viewing figures peaked
and started to decline.
D the 16 to 24 age
group watched more television than before.
3
In the future, big global companies will
A
move away from TV to alternative advertising
media.
B still use television to establish
their brands.
C try to target their
advertisements more precisely.
D return to
non-broadcast methods like direct mailing.
4
The growing use of PVRs means that television
viewers
A skip through the advertisements
without looking at them
B are exposed to a
bigger range of advertisements
C can get
advertising on demand.
D can pause and rewind
advertisements
5 The other growing area of
opportunity for advertisers is
A outdoor
advertising
B ice dancing.
C big live
sporting events
D football
6 The trend for
on-demand viewing of programmes
A represents a
big threat for advertisers
B means advertisers
will spend a lot of money to reach a clear target
audience
C will challenge search-based
advertising on the Internet
D will increase
agencies advertising revenues
7 Advertisers in
the future will ask their agencies to attract the
young
A with arrange of new Internet-based
media
B with more friendly messages
C
through chat rooms
D using computer viruses
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