BECVantage(第三版)module7.ppt

Module7,7.1Sales,Reading,1.Workinpairs.Comparethejobsineachofthefollowingpairs.Whatarethesimilaritiesanddifferences?Saywhichyouwouldprefertodoandwhy.*doctor/vet*fighterpilot/airlinepilot*schoolteacher/universitylecturer*politician/journalist*managerofacompany/managerofacharity,2.Readthearticleandfindoutwhymorepeoplepreferacareerinmarketingthaninsales.Completethetablebelowwithreasonsfromthetext.,-soundsbetteratdinnerparties,-hasanairofglamour(whereassaleshasanunglamorousimage),-(manygraduatesbelieve)youworkoncreativePRcampaignsandgoonlotsofjollies,-marketingseemsmoreattractive(thansales),-itisntasbadasmythssuggest,-unlikemarketing,salesistangible,-ithasadirectimpactonacompanysresults,-youmeetpeopleandcommunicatewithdifferentpersonalities,-insalestheresabuzzofatarget-drivenenvironment,-youcanmanagemillionsofpoundsofbusiness,-makecustomershappy,-itsincrediblyrewarding,Notsoldonsales?Hi,Iworkinsales.notagreatconversationopener,isit?NotlikebeingafighterpilotoradirectorofMedecinssansFrontieres,forexample.Unfortunately,ajobinsalescantquiteshakeoffitsunglamorousimageorassociationswithsomethingratherdishonest.Thisallmeansrecruitmentproblemsforgraduateemployees.Ontheotherhand,marketingalessdirectwayofsellingaproductisrathermorepopularasacareerchoice,andsoundsbetteratdinnerparties.Why?SusanStevens,headofHRatToshiba,believesthatmarketingretainsanairofglamourandthatgraduatesexpecttoworkoncreativecampaignswithPRsandlotsofjollies.But,ontheotherhand,salesmeansdoor-to-doorworkandcoldcalling.Yetthisimageismisleading.SalesprofessionalsintheUKoutnumberpeopleinmarketingbyabout200,000.Thisispartlybecausethosewhodofallintosalesworkrealizeitisntanythinglikeasawfulasthemythssuggest.StevenssaysthatToshibarecentlyhadtomarketitsgraduateschemeasasalesandmarketingprogrammebecauseweknewsalesalonewouldntattractpeople.Thegamblepaidoff.Lastyearthemajorityofrecruitschosesales,includingRossSnowdon,amarketinggraduate.Unlikemarketing,salesistangible.Ithasdirectimpactonacompanysresults.Itsallaboutmeetingpeopleandcommunicatingwithdifferentpersonalities.,Partofthereasonwhygraduatesareoftennotinterestedinsalesisbecauseitisntseenasaprofession.ClarissaGent,achemistrygraduateandsalesmanageratRackspaceManagedHosting,anITsupportfirm,says:Careersdepartmentsdonttalkaboutsalesandthereisalackofeducationaboutthedifferentlevelsyoucangotowithit.Ialwaysthoughtmarketingseemedmoreattractive,butitwasntthedynamicworldIdimagined.ThenItalkedtopeopleinsalesandrealizedthatitispossibletobepassionateaboutit.ItsoonbecameapparentthatIwasmuchmoresuitedtosales.NowIspeaktocustomerseverydayinthebuzzofatarget-drivenenvironment.Itsfantastic.TomMoody,acommercialdirectorforProctorandGamble,saysthatsalescanbemanagingmillionsofpoundsofbusinessandmakingsurethecustomershappy.Itsincrediblyrewarding.NowtheresaconvincingsalespitchifIeverheardone!,3.Readthetextagainandanswerthesequestions.,1)Inthefirstparagraph,thewritersaysitseasiertostartconversationsatdinnerparties_.A.ifyouareinsales.B.ifyouareinmarketing.C.ifyouareafighterpilot.D.ifyoulie.2)Accordingtothewriter,thetruthisthat_.A.marketingisabetterprofession.B.salesisactuallymoreglamorousthanmarketing.C.morepeopleareinsalesthanmarketing.D.therearemoregraduatesinmarketing.3)OnereasonRossSnowdonlikessalesmorethanmarketingisbecause_.A.itsbetterpaid.B.youseerealresults.C.youmeetmorepeople.D.youcanworkonyourown.4)Itsdifficulttoattractgraduatesintosalesbecause_.A.manyarentsuitedtoit.B.theyarentpassionate.C.theydonthavetherightqualifications.D.ofafalseperception.,Vocabulary:Salesterms,Matchthesewords(1-7)fromthetexttotheirdefinitions(A-G).,1.salespitch2.door-to-doorselling3.abuzz4.amyth5.coldcalling6.anair7.jollies(informal),A.Makinganunexpectedphonecallorvisittosellsomething.B.Excitement.C.Businesstripswithlotsoffreeentertainment.D.Knockingondoorsalldaytosell.E.Makingaspeechtoconvincepeopletobuysomething.F.Somethingpeopleincorrectlybelievetobetrue.G.Feelingorattitude.,另外一些有关销售的表达法：（1）salesquota销售定额（2）salesfigure销售数字（3）salesrepresentative销售代表（4）substantialfinancialrewards切实的经济问题（5）helpbuyerssatisfytheirwantsandneeds帮助顾客满足他们的需要（6）communicateknowledgefacetoface面对面地传播知识,Reading:Theworstjobintheworld?,A:Iworkedforafirmofarchitects,whichwas(unofficially)runbythewifeofoneofthedirectors.Shewasalsoanexpertatcreatinguselessjobsforadministrationstafftodo,suchasremovingandre-gluingstampswhichhadntbeenstuckonstraightenough.Thiswasntasbadastheemailconfirmationform,though.Thiswasherstrangestinvention,wherebyallemailshadtobecopiedintoaWorddocument,printed,andsignedatthebottombysomeone.WhenIsuggestedthismightbeawasteoftime,sheshoutedatme.Ileftamonthlater.,Readaboutthreepeoplesexperiencesofbadjobs.,B:Themostboringjobeverisworkinginacallcenterdealingwithpeoplefordrivinglessons.Mostofthetimeitwasbookingpeopleinwiththesamethree-minuteconversationoverandoveragain.Bookingare-testwasevenworse,becausethenthepeopleattheotherendofthelinehadjustfailedtheirtestandwantedtoexplainwhy.Ilastedthreeweeks,includingaweekstraining.,C:Ivehadsometerriblejobsbutinthe1960s,mymotherworkedinasugarfactory.Thepacksofsugarusedtotravelalongtheconveyorbeltandatonepoint,wherethesugarwasinthebagsbutstillopen,theyhadtotravelaroundacorner.Forsomestrangereasoneverysixthbagwouldoftenfallover.Mymothersjobwastostandatthecorner,eighthoursaday,withapoletohelpthesixthbaground.Shelastedthreeweeksandgotajobinacafinstead.Latersheheardtheyreplacedherwithapieceofplasticonthecorner.,Lookatthestatementsbelowaboutthethreejobs.Whichjobdoeseachstatementreferto(A,BorC)?Thereismorethanoneanswerinsomequestions.,1.Thesetwojobswerethesameeveryday._B_C_2.Thejobdescriptionforthisjobdidntincludethis!_A_3.Thisjobprobablywasntinapaperlessoffice._A_4.Thisjobbecameunnecessary._C_,Vocabulary:Describingjobs,Completethetablebelowwiththedifferentformsofeachwordfromthebox.,repetitiveresponsibleboringfrustratingvariedchallengingwell-paid,7.2Selling,Reading:Howtosell,1.Whatarethequalitiesofasuccessfulsalesperson?Makealistofyourideas.,persuasivenessknowledgeabletrustworthybelievesintheproductorservicenevergivesup,2.ReadtheguidetosellingbelowandchoosethebestwordA,B,CorDtofillgaps1-15.,HowtosellItsnotquitetruethatagreatsalespersoncansellanythingtoanyone.Fora(1)_B_,theymightnotneedit-andsalesisallaboutmeetingneeds.(2)_A_,sellingisoneofthosethingsthatcanhappentoanyone,no(3)_D_whattheirjobdescription,soherearethebasics.Step1BuildtrustYouneedto(4)_C_trustwiththepersontowhomyouareselling.Theydonthavetobeyourbestfriendbutessentiallypeopledontbuyfrompeopletheyhateordistrust.,(1)A.beginningB.startC.customerD.first(2)A.HoweverB.AlthoughC.BecauseD.Whatever(3)A.muchB.moreC.wayD.matter(4)A.setupB.findC.establishD.know,Step2DontmisunderstandthecustomerUnderstandtheneedsoftheotherperson.Thenitsuptothesalespersonto(5)_D_thatthebenefitsoftheirgoodsorservicesmatchtherequirements.Withoutthat,youhavenosale,Step3AskcleverquestionsAskquestionstofindoutwhatthecustomersproblemsandissuesare.Thenthink(6)_B_whattheneedsmustbe.Itsoftenmore(7)_C_thanaskingtheobvious,Whatdoyouneed?Step4KnowyourstuffIt(8)_B_withoutsaying:knowyourproductandunderstandthemarketplaceinto(9)_A_youareselling.,(5)A.performB.compareC.presentD.demonstrate(6)A.alongB.throughC.outD.across(7)A.clearB.efficientC.effectiveD.better(8)A.goesB.movesC.doesD.makes(9)A.whatB.whichC.whomD.where,Step5Dontoverloadpeoplewith(10)_B_Youneedtoknoweveryproductspecificationbutyourcustomerdoesnt.Essentially,heorsheneedstoknowhowitwillmaketheirlife(11)_B_.Iflaterontheywantthedimensions,theyllfinditonyourwebsite.Step6SalespeoplearenotnecessarilybornTheclassic(12)_D_ofasalespersonissomeonewhoisoutgoing.Butlikecustomerswhocomeinallpersonalitytypes,salespeoplecan(13)_B_.Themainthingistobeabletoreflectandreacttoacustomerspersonality.Step7BepreparedtofailItdoesntmatterhowgoodyouare,youwillget(14)_C_.Salesisfullofknockbacks,sodontgethunguponit.(15)_C_ontothenextcustomer.,(10)A.detailsB.offersC.discountsD.prices(11)A.goodB.betterC.wellD.best(12)A.visionB.lookC.focusD.image(13)A.changeB.varyC.listenD.buy(14)A.sentbackB.recruitedC.turneddownD.contracts(15)A.PhoneB.TryC.MoveD.Contact,Listening:Selling,1.Listentogivesalespeopleandtheircustomers.IneachcasethesalespersoniseitherfollowingastepfromthearticleonHowtosellorfailingtofollowit.Writethenumberofthestepnexttothesalespersonandwritewhatyouthinktheyareselling.,StepProductorservice?Salesperson1_Salesperson2_Salesperson3_Salesperson4_Salesperson5_,3,4or5,1or6,4,7,advertising,car,stationery,personalorganizers,homeimprovements/insulation,Step1BuildtrustStep2DontmisunderstandthecustomerStep3AskcleverquestionsStep4Knowyourstuff,Step5DontoverloadpeoplewithdetailsStep6SalespeoplearenotnecessarilybornStep7Bepreparedtofail,2.Listenagainandcompletethenotesabouteachsalespersonsproductorservices.,Demandfallsin(1)_butJulyisbetter.Theclientmightbeinterestedinadvertisingonthe(2)_.,BEAVISSUPPLIESRaywouldliketochangethe(5)_ontheoldletterheads.,LeatherDiariesAvailableinblackand(6)_aswellasbrown.Customerwantstoknowpriceforputtingcompany(7)_onthefront.,TheXR5isahugeimprovementonthe(3)_model:-backseatairbagsTravels0to70in(4)_airconditioning.,Pointstomentionineachcall:WarmandCosyAskquestionsaboutpersons(8)_Suggest(9)_visitstoadviseonhomeimprovements.,3.Listenfortheexpressionsbelow.Writethenumberofthelistening(1-5)inwhichyouheareachexpression.,4,3,1,5,1,3,3,2,4.MatchtheexpressionsA-Hinexercise5tothecategoriesbelow.Writeoneletteroneachline.,B,D,F,C,E,A,H,G,Reading:Aproposal,Asalespersonwhoworksforacompanyrentingofficespacehasfaxedtheproposalbelowtoaclient.Readitandanswerquestion1-3.1.Whataretheneedsoftheclient?2.Isthesalespersonabletomeetthoseneeds?3.Whatarethebenefitsofthesecondlocation?,DearMr.RiceThankyouforyourorderbyfax.Furthertoyourrequestforofficespacefortwelvemonths.IdliketomentionthatIcanalsoofferyoua10%discountforbookingsofaneighteen-monthperiod.YouenquiredaboutavailabilityattheVirginiaWalkCentreandofficesarestillvacant.However,pleasenotethatthereislimitedparkingandsomeofficesareondifferentfloors.Asaninterestingalternative,youmightwishtoconsideranewpremisescalledDockside(aboutonemiledowntheriversidefromVirginiaWalk).Ithasthefollowingfeatures:afirst-flooropen-planofficespace(75m2)withwonderfulviewsoftheoldharbour.aconvenientthree-minutewalkfromthestationandidealforcyclistswithapathalongtheriversidesuitableparkingfacilitiesforovertwentystaff.,FAX,Pleaseconsiderthispossibilityandnotethediscountwouldstillapply.Avisittothispremisescanbearranged,althoughIwouldsuggestapromptdecisiononthissecondoption.Ilookforwardtohearingfromyouintheverynearfuture.YourssincerelyHugoJones,1.Whataretheneedsoftheclient?2.Isthesalespersonabletomeetthoseneeds?3.Whatarethebenefitsofthesecondlocation?,Theclientneedsofficespacefor12months.,Thesalespersoncanmeetthoseneedsandalsowantstotryandsellalittlemoreinaddition.,Thesecondlocationofferedhasthesebenefits:officesonthesamefloorwonderfulviewsmoreconvenientthantheotherlocationfortransportsuitableparkingfacilities,可能用于提建议的表达法：ThankyouforyourorderFurthertoyourrequestIdliketomentionthatIcanalsoPleasenoteAsaninterestingalternative,youmightwishtoconsiderIthasthefollowingfeaturesPleaseconsiderthispossibilityandnoteIwouldsuggestapromptdecisionIlookforwardtohearingfromyou,Writing:Afax,Spacesaver,companywhichrentswarehousespacetobusinesses,hasbeensentthisfax.Lookatthefaxandtheotherinformationbelowandanswerthefollowingquestions.,To:SpacesaverFrom:RandyBurrSubject:RentingwarehousespaceFurthertoourdiscussionlastweekinwhichIoutlinedourneedforwarehousingoverthenexteighteenmonths,IwouldliketoenquireifthewarehousespaceisstillavailableattheW1site.Wewouldhavethefollowingrequirements:warehouseof100m224-houraccessmusthavesecurityadequateparkingfortwentyandeasyaccess,BROWN&BURR,offer10%discountfortwo-yearbooking,Threelotscurrentlyavailable:75m250m250m2,Warehousing,W1,CircularStorage,NewwarehousingspaceNOWOPEN.Allspaceavailablefrom25m2to100m2.,TwothirdsthepriceofW1,Basedincitycentre.Couldoffertwospacesat50m2butmoreexpensive.Pooraccessandparkingforfiveatmost,Outsideofcitycentre.30-minutedrivefromBrownandBurr,Justoffmotorway.Easyaccessforlorriesandadequateparking.Brandnewfacility.CCTVandsecurityfirmcheckonceanight.,WhatareMr.Burrsneedsandrequirements?HowmuchSpacesavermeetthoseneeds?Whichrequirementcantbemet?WhatbenefitsofCircularStorageshouldSpacesavermentioninitsreply?,Mr.Burrneedswarehousingfor18months.Heneeds100squaremetresinspace,securityandparkingforatleasttwentypeople,aswellasgoodaccess.,SpacesavercanmeetthoseneedsifMr.Burrtakestwospacesof50squaremetres(althoughthisisexpensive).However,parkingandaccessarepoor.,SpacesaverismorepositiveaboutthewarehouseatCircularStoragebecausethereis100squaremetresspace.Itsalsocheaperandhasgoodaccessandparkingaswellassecurity.TheonlydrawbackisthatthewarehouseisntascentralsotheproposaltoMr.Burrwillhavetoconvincehimthatthebenefitsoutweighthisproblem.,Additionalexercises:ReadingTest:Inthispart,youwilllookatPartOneoftheReadingTest.Therearefourshorttextsonarelatedthemeorasingletextdividedintofoursections.EachtextorsectioniscalledA,B,CorD.Therearesevenstatementswhichrelatetothetexts.Youneedtomatcheachstatementtoatext.1.Lookatethefourtextsonthefollowingpage.Whatistherelatedthemeofthesetexts?2.NowreadthesevenstatementsandmatcheachtoA,B,CorD.,1)Thereisadeadlineforanyoneinterestedinthispost._2)Thisposthasrecentlybeenestablished._3)Inthisjobyoucanformallylearnmoreinadditiontoyourexistingskill._4)Youwillneedtomanagepeopleunderyou._5)Yourjobdescriptionrequiresyoutobegoodatconvincingpeople._6)Youmusthaveadegreetoapplyforthisjob._7)Inthisjobyoumustbewillingtotravelandspendtimeabroad._,ConferenceOrganiser38,000Anewlybuiltconferencecentreattachedtoawell-establishedhoteloffersanexcitingopportunityforanyonewithexperienceintheorganisationandday-to-dayrunningofconferencecentres.Youwillbeinchargeofateamofthreefull-timestaffresponsibleforbooking,schedulingandtechnicalprovisiontoclients.Thesuccessfulapplicantwillalsobeabletopromotethecentretolocalandnationalbusinesses.Youwillneedtobeself-motivatedandhaveexceptionalinterpersonalskills.,GraduateMediaSalesExecutivesSalarynegotiableAleadingguide-to-the-citymagazinehasexcitingopportunitiesforhighachieversofgraduatecalibretojoinoursalesandadvertisingteam.Theroleinvolvessellingadvertisingtoagencies.Youwillberesponsibleformanagingexistingbusinessesaswellasidentifyingnewbusiness.Suitablecandidatesare