如何用英语推销产品.doc

如何用英语推销新产品 推销新产品是公司打开市场重要的一步。怎样才能让自己公司的新产品为更多人所知所晓、为市场所接受呢？下面是一些推销产品惯用的步骤，希望能对大家有所启发。Sample Speech 样例Mr. McKenzie, Ms. Lloyd, let me take you to our showroom展示室参观. I think youll be interested in seeing some of our latest innovations最新型的 in microwave ovens微波炉. (leading the way to the showroom) This is Actions pride and joy, the Kitchen Master这是大厨师，本公司引以为傲的产品. Its only a prototype初步的样品 but its a prime example of our future line of smart products但它代表我们未来智慧型产品线的主力. We are all very excited about this oven. In trial runs, this product has performed very well在试用的时候，它表现得无懈可击.Its main design, and a key selling point这项产品设计上的主要特色和卖点, is the Correct Cook option是在它的真会煮装置which uses a sensor 里面装有一个感应器to see if the dish has been properly cooked through and through，可探察食物究竟熟了没有。. Basically, Correct Cook makes it virtually impossible to over or under cook food有了真会煮设计后，就不可能有食物煮得太烂或半生不熟的机会发生. You wont find this feature in any other microwaves这项特点是其他微波炉所没有的。.You must admit this type of feature will appeal to the many microwave users in the West. We at Action are convinced that smart products like the Kitchen Master are the wave of the future. 两位得承认，这项特以对西方惯用微波炉的使用者，很具吸引力。Action公司也深信，像大厨师这种智慧型的产品，将会是未来的潮流趋势。结构在非正式的场合介绍产品时，态度不宜过分积极，因为这样反而会给人压迫感。应该抓住该项产品最出色的特性，强调它能提供使用者的益处，就能令参观者留下深刻印象。 以礼貌的语气邀请对方参观产品展示室。 提出产品的优缺点，可同时说明改良的经过。 强调产品最主要的特性，以及该特性带给使用者的好处。 以婉转而具说服力的语句重申该项产品将带来的利益。段落关键句 提议看产品1. Mr. McKenzie, let me take you to our showroom.2. How about taking a look at our latest products in our showroom？3. If you have time, Id like to take you to our showroom.与客户讨论告一段落后，可以转移话题，提议另一件事：新产品。用语以“Let me”,“How about” 或 “If, Id like to” 表示礼貌性的建议。 产品优缺点1. Its only a prototype prttap, but its a prime最初的example of our future line of smart products.2. This oven is just an example, but its going to be our future line of smart products.3. This model hasnt been marketed yet, but we know its going to be a top-seller.在参观者看到产品之前，宜先说明该产品目前的状况。所使用的句子，前半部可先说稍有疑虑的一面（例如它只是个初步的样品，尚未正式生产），接着再强调好的一面。主要句型的结构是 “Its only, but its”。 强调特性1. Basically, Correct Cook makes it virtually v:tuli 实际上impossible to over or under cook food. 2. Essentially, Correct Cook is mistake-proof. (mistake-proof,不会出错的。)3. The bottom line here is that Correct Cook is mistake-proof.( the bottom line,最重要的结论。)强调该产品最特殊的功能，容易让听者留下深刻的印象。可运用的关键词有：“basically”（基本上）和“essentially”（实质上），都是加重语气的字汇。 吸引用户1. You must admit this type of feature特征 will appeal to the many microwave微波 users in the West.2. You have to agree that this feature will appeal to the many users of microwaves in the West.3. I think you have to acknowledge that this feature will appeal to the many users of microwaves in the West.此段应直接指出这项产品的功能，因为这对将来要销售这项产品的客户是最具说服力的。句型用 “You must admit”，不但加强说服力，而且让对方难以反驳。短语解析pride and joy 最让人引以为傲的人（事或物）例：My departments pride and joy has to be its latest award for productivity and efficiency.(我的部门最令人感到骄傲的，就是最近获得了生产效率优秀奖。)1. smart product 智慧型产品例：Germany is leading the way in producing and marketing smart products.(德国在制造与行销智慧型产品方面，居领导地位。)2. trial run （新产品的）试用；测试例：We were very disappointed with the results from the new cars first trial run.(这辆车在首度试开之后，让我们非常失望。)3. selling point 卖点例：But, sir, I cannot sell a product that has no obvious selling points. Thats impossible!(但是，先生，我没办法卖一项没有任何突出卖点的产品呀！)4. wave of the future 未来的潮流；趋向例：As far as Im concerned, economic, not military power, is the wave of the future.(就我所知，未来主导世界的，是经济势力，而绝不是军事强权。)练习一 (英译中)如何用英语推销新产品？Introduction of New ProductsWe think you will be interested in the new formula f:mjl soap powder we have just introduced to the market. Half dozen samples样品 of both have been shipped to you by UPS. The product are the result of years of research, and are likely to revolutionize all the chemical methods in use at present. A trial will convince you of their merits. And we send them to you for your test and criticism.Enclosed is a copy of our latest catalog with price list. We hope that youll take this opportunity to try it.介绍新产品我想你会对我们在市场上介绍的新配方肥皂粉感兴趣，半打的样品已经通过UPS快递送到你手上。该产品是我们多年来的研究成果，这很可能是现在所有的化学使用方法的革命化。一个考验会使你信服它们的优点。我们也会将它们发给你去测试和提出意见。附上我方最新目录和价格表的副本，我们希望你会借这次机会去试用一下。练习二 (中译英)怎样用英文向老外电话推销和介绍产品假设我是某电子公司的销售员，需要向电话另一头的老外推销介绍一款本公司生产的笔记本电脑。 您好。我想借用您几分钟给您推荐一个难以置信的折扣（an amazing deal）。我是xxx公司的销售代表。我们公司现在正在给笔记本电脑搞促销活动（offer a promotion on）。你绝对不希望错过这些机会。我们的产品现在是以比市场价低20的价格销售(be priced below)，此外我们还免费附加给您各类配件(additional accessories)。Hello!Id like to spend your several time to recommend you an amazing deal.Im the sales representative of XXX c