《新境界-综合教程2》课件u.ppt

Sales and Sales Call Unit Five 新境界职业英语 综合教程 Part I Text A Part II Applied Writing Part III Text B Part IV Reading Skills Pre-reading Activities Reading of the Text Grammar Review Task 1Task 2 Task 4 Comprehension Task 1Task 2 Vocabulary Translation Task 3Task 4 Task 5 Syndicate Activities Task 6 Task 7 Task 3 Task 1Task 2 Comprehensive Exercises Mini Text Background Information Text A Task 3 Part I Text A Home Pre-reading Activities Part I Text A Task 1 Work in pairs. Look at the following pictures and then discuss with your partner the questions below. Back Part I Text A 1. Have you ever sold any product to others? Or has anyone else ever sold a product to you? 2. What do you think is a successful sales practice? Open answer. Its a pleasant experience. Both the seller and the buyer are satisfied. Back Part I Text A 3. What qualities or skills do you think are the most important in a successful sale? I think the following qualities or skills are very important in a successful sale: 1) Know your product very well and have confidence in it; 2) Know your customers needs; 3) Make the selling points of your products clear to your customer; 4) Be good at listening; 5) Possess good communication skills. Back Part I Text A 4. What is a sales call? 5. What do you think are the main points in a sales call? A sales call refers to a personal visit to a customer or a telephone call to him. For an old customer, the salesperson may ask him about his recent sales and encourage him to sell more. For a possible customer, the salesperson may greet him and ask about his needs and introduce products to him. Back Part I Text A 6. Suppose you are a salesperson and you look after many customers. How do you manage and visit them? You should classify your customers into 3 or 4 categories according to their sales volume and visit them with different frequency. Back Part I Text A Task 2 Read the following Mini Text and find the words or expressions that match the context meaning given. a)_: a group of people or products with particular features in common b) _: the number of times that something happens c) _: facts or information, especially when examined and used to find out things or to make decisions category frequency data Back Part I Text A Task 2 d) _: to try to sell goods or services by using methods e) _: to be worth something or treatment f) _: the roads you use when you go from one place to another merchandise deserve route Back Part I Text A Mini Text Route Visit Planning Sales need to visit customers periodically, check the credit, generate order, follow up the deliveries of products, present the new product or promotion, merchandise products, negotiate a new position, handle different complaints, etc., so many things in the same retail outlet. Now, imagine a salesperson is responsible for 300 outlets, how can he make an effective visit? In such a situation it is important to have a proper sales route planning. This is done through several steps: Word Tips Notes Back Part I Text A 1) Collecting data of all retail outlets in the given market, including actual sales volume, sales estimate, sales potential, size of outlet, etc. 2) Once you have data of all your outlets, you classify them into ABC categories. Back Part I Text A 3) Now you set visit frequency for the outlet categories. Here you apply the Pareto principle. Since the most of your sales volume comes from the relatively small number of outlets, they deserve the highest visit frequency. Therefore, the model of visit frequency may look like: A outlets Weekly visits ( or even several times per week ) B outlets Once in 2 weeks C outlets Once per month Back Part I Text A Word Tips credit n. 分期付帐 merchandise v. 推销 retail outlet 零售店 route n.（销售）拜访线路 data n. 数据，资料 sales volume 销售量 sales estimate 销售预估 category n. 种类，类别 frequency n. 次数，频率 Back Part I Text A Notes Pareto principle: Pareto原则。1879年，意大利人 Villefredo Pareto提出：社会财富的80%是掌握在20%的 人手中，而余下的80%的人只占有20%的财富。渐渐地 ，这种“关键的少数（vital few）和次要的多数（trivial many）”的理论，被广为应用在社会学和经济学中，并 被称之为Pareto原则。 Back Part I Text A Task 3Pair Work Work with your partner and answer the following questions according to the Mini Text. 1. How many steps are mentioned to have a proper sales route? There are three steps: 1. 1) collecting data of all retail outlets; 2. 2) classifying the outlets into ABC categories; 3. 3) setting visit frequency for the outlet categories. Back Part I Text A 2. What data does a salesperson need to collect about all retail outlets? 3. How many categories can we classify all the retail outlets into? He needs to collect the data of actual sales volume, sales estimate, sales potential and size of outlets. Three categories, that is, ABC categories. Back Part I Text A 4. What principle can a salesperson apply to planning his visit frequency? 5. Which category deserves the highest visit frequency according to the author? 6. How often does a salesperson need to visit Category C customers? Category A deserves it. Pareto principle. He needs to visit them once a month. Back Part I Text A Task 4 Context Clues Work with your partner and answer the following questions according to the Mini Text. sales call in person factors Discovery in light of close Back Part I Text A Reading of the Text Make an Effective Sales Call Part I Text A Para. 1 Selling lies at the very heart of every business. Whether youre a new start-up or a growing company, you need to sell to survive. It doesnt matter whether youre online or offline, whether youre selling products or services, you have to make sales. Your pitch may be in an email, a phone call, or a boardroom presentation. Whatever it is, you need to include these elements: Make an Effective Sales Call Back 1 Part I Text A 1. Introduction Para. 2 You need an intentional introduction. Before youre able to sell a single product or service to your prospect, you need to sell them on your credibility. If they wont buy into your credibility, they wont buy your product or service. Take fifteen to thirty seconds of your sales call to: a Re-introduce yourself; b Re-introduce the company; c Tell them what the company can do for them. Back 2 Part I Text A Para. 3 EXAMPLE: “My name is Jim Johnson. Im the sales rep for XYZ Equipment. Were one of the leading industrial safety equipment suppliers in North America and the reason why I work for them is because I like the idea of making businesses like yours safer for the worker and free of workplace injury claims for the employer. Back 3 Part I Text A 2. Discovery Para. 4 This is where you ask questions, then shut up and listen. Too many sales are lost because the salespersons voice drowned out the buying signals from the prospect. Whats more, dont just listen to the words, but to the whole prospect. I know someone who was in a sales call with a prospective client, just last week. The client was saying that they werent interested, but their body language and inflection suggested otherwise. They contradicted themselves and backpedalled regularly. The sale was made because the salesperson saw their true interest and pushed through the resistance. Back 4 5 6 7 Part I Text A 3. Presentation Para. 5 After discovering the needs and wants of a client, present your product or service in light of what you discovered. Emphasize the things theyve indicated are important to them. Perhaps your product is much better than your competitors. If the client only cares about delivery fulfillment, spend your time highlighting your success in that area and forget all the other bells and whistles that make your product special. Back 8 Part I Text A 4. The Close Para. 6 Ask for the order. There are lots of ways to close someone and thats a topic for another time. The most important thing you want to know is this: If they say no, go back to the “Discovery” stage and try to understand why they didnt buy: a Is it the right product but the wrong time? (You can come back later.) b Is it the right product but the wrong price? (You can negotiate.) c Is it the right product but theres something else blocking the sale? (Discover it and deal with it.) d Is it the wrong product? Back Part I Text A (That happens. Sometimes you misunderstood their needs. Thank them for their time and ask for a referral, then move on; dont hound them.) Para. 7 No matter whether you use email or telephone to make the sales call or you do the call in person, you can be sure that effective sales calls contain these factors to some degree. Use them to sell more. Back 9 10 Part I Text A Sales call: is usually pre-arranged and face-to-face meeting between a salesperson and a customer or prospect for the purpose of generating a sale. Background Information Back Part I Text A 1. Develop a professional greeting. Dont just say hello and jump into your telephone presentation without taking a breath or allowing the other party to participate. Your greeting should err on the side of formality. Begin with Mr., Mrs. or Ms, as in “Good 1. morning, Mr. Smith.“ Or “Good evening, Mrs. Jones.“ 2. Everyone else says, “Hello.“ Be different. Be 3. professional. 8 Tips for a Successful Sales Call: Background Information Back Part I Text A 2. Introduce yourself and your company. “My name is Sally Smith with ABC Company. Were a local firm that specializes in helping businesses like yours save money.“ Dont get too specific yet. Dont mention your product. If you do, that allows the other party to say, “Oh, were happy with what weve got. Thanks anyway,“ and hang up. By keeping your introduction general, yet mentioning a benefit, youll peak your prospects curiosity and keep them on the line longer. Background Information Back Part I Text A 3. Express gratitude. Always thank the potential client for allowing you a few moments in his busy day. Tell him that you wont waste a second of his time. “I want to thank you for taking my call. This will only involve a moment of your time so you can get back to your busy schedule.“ Dont say that youll “just take a moment.“ The feeling evoked by them hearing that youll take anything from them will put them off. Background Information Back Part I Text A 4. State the purpose of your call. Its best if you can provide the purpose within a question. “If we can show you a way to improve the quality of your product at a lower cost, would you be interested to know more?“ This is very likely to get a yes response. At this point, youre ready to start selling an opportunity to meet this person or to get their permission to provide them with more information. Youre not selling your product yet-youre selling what your product will do for him. Background Information Back Part I Text A 5. Schedule a meeting. Get a confirmation to meet, either in person or to teleconference to get the information you need in order to give a solid presentation. If hes so interested that he wants to do it right then and there, thats OK. Background Information Back Part I Text A 6. If a face-to-face meeting is the most appropriate next step, use the alternate-of-choice questioning strategy. Offer him two times, “Mr. Johnson, I can pop by your office at 2:15 p.m. today to discuss this further. Or would 9:45 a.m. tomorrow better suit your schedule?“ You didnt say, “When can we meet?“ When you use the alternate of choice, you take control of getting the appointment. And note: Asking for an off-hour gets you noticed. Theres something about setting a meeting at an off-hour that says youre a salesperson wholl be punctual and respect your prospects time. Try it. Background Information Back Part I Text A 7. Thank them for their time today and for the upcoming appointment. Reconfirm the date, time and location of the appointment. Ask for directions if you need them. Tell him how much preparation youll do in order to make the best use of the time youll share. Give him your contact information this way: “If anything else comes to mind that I should be aware of prior to our meeting, please contact me at (212) 555-1212.“ Background Information Back Part I Text A 8. Follow up. If your meeting is more than a few days in the future, send a letter of confirmation immediately. If the meeting is tomorrow, send an e -mail confirmation. Keep it short and upbeat. Background Information Back Part I Text A Language Points 1. (Para. 1) Whether youre a new start-up or a growing company, you need to sell to survive. Paraphrase: Whether your company is starting up or growing, in order to survive, you have to sell. Structure Analysis: “whetheror”is adverbial clause of concession. e.g. Whether youre male or female, youll meet great challenge in modern society. 无论你是男性还是女性， 在现代社会都面临巨大挑战。 Back Part I Text A Language Points 2. (Para. 2) Before youre able to sell a single product or service to your prospect, you need to sell them on your credibility. Paraphrase: Before you can sell a product or service to your customer, you need to make them have trust in you. Structure Analysis: “Before youreyour prospect” is adverbial clause of time. credibility: the quality of deserving to be believed and trusted 可信，可靠 e.g. The scandal has damaged his credibility as a leader. 这件丑闻损害了他作为领导者的信誉。 Back Part I Text A Language Points 3. (Para. 3) Were one of the leading industrial safety equipment suppliers in North America and the reason why I work for them is because I like the idea of making businesses like yours safer for the worker and free of workplace injury claims for the employer. Paraphrase: Structure Analysis: Claims: Back Part I Text A Language Points Paraphrase: Our company is a main supplier of industrial safety equipment in North America, and the reason I work at the company is that it can make businesses like yours safer for the workers and make them out of workplace injury. Back Part I Text A Language Points Structure Analysis: “why I work for them” is attributive clause and it modifies the antecedent “the reason”; “becauseout of workplace injury” is predicative clause. e.g. This is the reason why I was late this morning. 这就是我今天早上为何迟到的原因。 Back Part I Text A Language Points claim: a request for money that you believe have a legal right to get from a company 申领（款项）， 报销；索赔 e.g. The insurance company cannot meet such enormous claims. 保险公司无法提供数额如此 巨大的赔偿金。 Back Part I Text A Language Points 4. (Para. 4) Too many sales are lost because the salespersons voice drowned out the buying signals from the prospect. Paraphrase: drown: Structure Analysis: Back Part I Text A Language Points Paraphrase: Too many sales are failed because the salespersons voice made the customers buying signals unnoticeable. Back Part I Text A Language Points Structure Analysis: “becausefrom the prospect” is adverbial clause of reason. e.g. My stomach ached because I ate too much ice-cream. 我肚子痛是因为我吃了太多的冰激凌 。 Back Part I Text A Language Points drown: if a loud noise drowns out another sound, it prevents the voice from being heard 淹没（声音） e.g. A train blew its whistle and drowned his voice. 火车鸣笛淹没了他的声音。 Back Part I Text A Language Points 5. (Para. 4) Whats more, dont just listen to the words, but to the whole prospect. Paraphrase: Furthermore, dont only listen to the customers words; instead, you should pay attention to their body language thus to find out their real interest. Back Part I Text A Language Points 6. (Para. 4) The client was saying that they werent interested, but their body language and inflection suggested otherwise. Paraphrase: The customer was saying that they werent interested, but their body language and the sound of their voices indicted that they were interested. Structure Analysis: this is coordinating sentence, with “but” functioning as coordinating conjunction. Back Part I Text A Language Points 7. (Para. 4) They contradicted themselves and backpedalled regularly. Paraphrase: What they said before often contradicted with what they said later and they often changed their opinions. contradict: backpedal: Back Part I Text A Language Points contradict: to say something that is the opposite of what you said before 与矛盾 e.g. Within five minutes he had contradicted himself twice. 五分钟内，他自己矛盾了两次。 backpedal: to change your opinion or not do something that you had promised to do 变卦 e.g. They promised to cut taxes, but theyre beginning to backpedal now. 他们答应要减税,现在却开始打 退堂鼓。 Back Part I Text A Language Points 8. (Para.5) If the client only cares about delivery fulfillment, spend your time highlighting your success in that area and forget all the other bells and whistles that make your product special. Paraphrase dont hound them. Paraphrase: tell them that you will go to another place, then move on; dont annoy them. Structure Analysis: “dont hound them” is negative imperative sentence. e.g. Dont oversleep next time. 下次别再睡过头了。 hound: to keep following someone and asking them questions in an annoying or threatening way 烦扰，纠缠 e.g. After the court case Lee was hounded relentlessly by the press. 这个案件后，媒体无何止地纠缠李。 Back Part I Text A Language Points 10. (Para. 7)you can be sure that effective sales calls contain these factors to some degree. Paraphrase: you must make sure that effective sales calls contain these elements to certain degree. Structure Analysis: “that effective sales calls contain these factors to some degree” is object clause. e.g. Be sure that you can return the book before next month. 你得确定下个月之前归还书。 Back Part I Text A Translation of Text A Para. 1 销售是所有商业的中心。无论你的公司 是刚刚起步还是正在发展中，你都要靠销售为生。无 论你是在线销售还是离线销售，无论你是销售产品还 是销售服务, 都必须进行销售拜访。你可能会通过电 子邮件、电话、或者是会议室的产品展示来推销。无 论你通过何种方式，都必须包括以下这些因素。 进行有效的商务拜访 Back Part I Text A Translation of Text A 1.自我介绍 Para. 2 你的自我介绍必须目的明确。你向潜在 客户兜售产品或服务之前，你必须先向他们兜售你的 信誉。如果他们不相信你，他们是不会购买你的产品 或服务的。花15至30秒的时间来做下面的事：a 重 新介绍自己；b 重新介绍你的公司；c 告诉他们 你的公司能为他们做什么。 Back Part I Text A Translation of Text A Para. 3 例如：“我叫吉姆.约