新编剑桥商务英语unit-7课件

Module77.1SalesVocabulary:Saleterms2Reading23Grammar4Speaking:Comparingjobs5Reading11Reading1.Workinpairs.Comparethejobsineachofthefollowingpairs.Whatarethesimilaritiesanddifferences?Saywhichyouwouldprefertodoandwhy.*doctor/vet*fighterpilot/airlinepilot*schoolteacher/universitylecturer*politician/journalist*managerofacompany/managerofacharityNotsoldonsales?‘Hi,Iworkinsales.’notagreatconversationopener,isit?NotlikebeingafighterpilotoradirectorofMedecinssansFrontieres,forexample.Unfortunately,ajobinsalescan’tquiteshakeoffitsunglamorousimageorassociationswithsomethingratherdishonest.Thisallmeansrecruitmentproblemsforgraduateemployees.Ontheotherhand,marketing–alessdirectwayofsellingaproduct–israthermorepopularasacareerchoice,andsoundsbetteratdinnerparties.Why?SusanStevens,headofHRatToshiba,believesthatmarketing‘retainsanairofglamour’andthatgraduates‘expecttoworkoncreativecampaignswithPRsandlotsofjollies’.But,ontheotherhand,salesmeans‘door-to-doorworkandcoldcalling’.Yetthisimageismisleading.SalesprofessionalsintheUKoutnumberpeopleinmarketingbyabout200,000.Thisispartlybecausethosewhodofallintosalesworkrealizeitisn’tanythinglikeasawfulasthemythssuggest.StevenssaysthatToshibarecentlyhadtomarketitsgraduateschemeasasalesandmarketingprogrammebecause‘weknewsalesalonewouldn'tattractpeople’.Thegamblepaidoff.Lastyearthemajorityofrecruitschosesales,includingRossSnowdon,amarketinggraduate.‘Unlikemarketing,salesistangible.Ithasdirectimpactonacompany’sresults.It’sallaboutmeetingpeopleandcommunicatingwithdifferentpersonalities.’Partofthereasonwhygraduatesareoftennotinterestedinsalesisbecauseitisn’tseenasaprofession.ClarissaGent,achemistrygraduateandsalesmanageratRackspaceManagedHosting,anITsupportfirm,says:‘Careersdepartmentsdon’ttalkaboutsalesandthereisalackofeducationaboutthedifferentlevelsyoucangotowithit.Ialwaysthoughtmarketingseemedmoreattractive,butitwasn’tthedynamicworldI’dimagined.ThenItalkedtopeopleinsalesandrealizedthatitispossibletobepassionateaboutit.ItsoonbecameapparentthatIwasmuchmoresuitedtosales.NowIspeaktocustomerseverydayinthebuzzofatarget-drivenenvironment.It’sfantastic.’TomMoody,acommercialdirectorforProctorandGamble,saysthatsalescanbe‘managingmillionsofpoundsofbusinessandmakingsurethecustomer’shappy.It’sincrediblyrewarding.’Nowthere’saconvincingsalespitchifIeverheardone!3.Readthetextagainandanswerthesequestions.1)Inthefirstparagraph,thewritersaysit’seasiertostartconversationsatdinnerparties_________.A.ifyouareinsales.B.ifyouareinmarketing.C.ifyouareafighterpilot.D.ifyoulie.2)Accordingtothewriter,thetruthisthat_______.A.marketingisabetterprofession.B.salesisactuallymoreglamorousthanmarketing.C.morepeopleareinsalesthanmarketing.D.therearemoregraduatesinmarketing.3)OnereasonRossSnowdonlikessalesmorethanmarketingisbecause___.A.it’sbetterpaid.B.youseerealresults.C.youmeetmorepeople.D.youcanworkonyourown.4)It’sdifficulttoattractgraduatesintosalesbecause_______.A.manyaren'tsuitedtoit.B.theyaren'tpassionate.C.theydon’thavetherightqualifications.D.ofafalseperception.Vocabulary:SalestermsMatchthesewords(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.Reading:Theworstjobintheworld?A:Iworkedforafirmofarchitects,whichwas(unofficially)runbythewifeofoneofthedirectors.Shewasalsoanexpertatcreatinguselessjobsforadministrationstafftodo,suchasremovingandre-gluingstampswhichhadn’tbeenstuckonstraightenough.Thiswasn’tasbadasthe‘emailconfirmationform’,though.Thiswasherstrangestinvention,wherebyallemailshadtobecopiedintoaWorddocument,printed,andsignedatthebottombysomeone.WhenIsuggestedthismightbeawasteoftime,sheshoutedatme.Ileftamonthlater.Readaboutthreepeople’sexperiencesofbadjobs.B:Themostboringjobeverisworkinginacallcenterdealingwithpeoplefordrivinglessons.Mostofthetimeitwasbookingpeopleinwiththesamethree-minuteconversationoverandoveragain.Bookingare-testwasevenworse,becausethenthepeopleattheotherendofthelinehadjustfailedtheirtestandwantedtoexplainwhy.Ilastedthreeweeks,includingaweek’straining.Vocabulary:DescribingjobsCompletethetablebelowwiththedifferentformsofeachwordfromthebox.repetitiveresponsibleboringfrustratingvariedchallengingwell-paidadjectivenouncomparativeformsuperlativeformrepeat/repetitionboringmostchallengingvarietymorevariedbest-paidfrustrationresponsibleReading:Howtosell…1.Whatarethequalitiesofasuccessfulsalesperson?Makealistofyourideas.

persuasivenessknowledgeabletrustworthybelievesintheproductorservicenevergivesup2.ReadtheguidetosellingbelowandchoosethebestwordA,B,CorDtofillgaps1-15.Howtosell…It’snotquitetruethatagreatsalespersoncansellanythingtoanyone.Fora(1)__________,theymightnotneedit---andsalesisallaboutmeetingneeds.(2)_________,sellingisoneofthosethingsthatcanhappentoanyone,no(3)___________whattheirjobdescription,soherearethebasics.Step1

BuildtrustYouneedto(4)________trustwiththepersontowhomyouareselling.Theydon’thavetobeyourbestfriendbutessentiallypeopledon’tbuyfrompeopletheyhateordistrust.(1)A.beginningB.startC.customerD.first(2)A.HoweverB.AlthoughC.BecauseD.Whatever(3)A.muchB.moreC.wayD.matter(4)A.setupB.findC.establishD.knowStep2

Don’tmisunderstandthecustomerUnderstandtheneedsoftheotherperson.Thenit’suptothesalespersonto(5)______________thatthebenefitsoftheirgoodsorservicesmatchtherequirements.Withoutthat,youhavenosale,Step3

AskcleverquestionsAskquestionstofindoutwhatthecustomer’sproblemsandissuesare.Thenthink(6)________whattheneedsmustbe.It’softenmore(7)_______thanaskingtheobvious,‘Whatdoyouneed?’Step4

KnowyourstuffIt(8)_______withoutsaying:knowyourproductandunderstandthemarketplaceinto(9)________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.whereStep5

Don’toverloadpeoplewith(10)_________Youneedtoknoweveryproductspecificationbutyourcustomerdoesn't.Essentially,heorsheneedstoknowhowitwillmaketheirlife(11)__________.Iflaterontheywantthedimensions,they’llfinditonyourwebsite.Step6

SalespeoplearenotnecessarilybornTheclassic(12)_________ofasalespersonissomeonewhoisoutgoing.Butlikecustomerswhocomeinallpersonalitytypes,salespeoplecan(13)_______.Themainthingistobeabletoreflectandreacttoacustomer’spersonality.Step7

BepreparedtofailItdoesn'tmatterhowgoodyouare,youwillget(14)__________.Salesisfullofknockbacks,sodon’tgethunguponit.(15)_________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.ContactListening:Selling1.Listentogivesalespeopleandtheircustomers.Ineachcasethesalespersoniseitherfollowingastepfromthearticleon‘Howtosell…’orfailingtofollowit.Writethenumberofthestepnexttothesalespersonandwritewhatyouthinktheyareselling.

StepProductorservice?Salesperson1_________________________________Salesperson2_________________________________Salesperson3_________________________________Salesperson4_________________________________Salesperson5_________________________________34or51or647advertisingcarstationerypersonalorganizershomeimprovements/insulationStep1BuildtrustStep2Don’tmisunderstandthecustomerStep3AskcleverquestionsStep4KnowyourstuffStep5Don’toverloadpeoplewithdetailsStep6SalespeoplearenotnecessarilybornStep7Bepreparedtofail3.Listenfortheexpressionsbelow.Writethenumberofthelistening(1-5)inwhichyouheareachexpression.A.Iknowit’sprovedmuchmorepopularthan…B.Whatdidyouhaveinmindexactly?C.Sois…somethingyoumightbeinterestedin?D.Iwaswonderingifyou’dmindansweringafewquestionsabout…E.Perhaps…couldbeuseful?F.IsthereanythingIcanhelpyouwithatthemoment?G.ShallIputyoudownfor…?H.It’sahugeimprovementon…431513324.MatchtheexpressionsA-Hinexercise5tothecategoriesbelow.Writeoneletteroneachline.1Establishcustomerneeds:_______________2Suggestpossiblerequirements:__________3Compare:__________4Closethesale:_____BDFCEAHGReading:AproposalAsalespersonwhoworksforacompanyrentingofficespacehasfaxedtheproposalbelowtoaclient.Readitandanswerquestion1-3.1.Whataretheneedsoftheclient?2.Isthesalespersonabletomeetthoseneeds?3.Whatarethebenefitsofthesecondlocation?DearMr.RiceThankyouforyourorderbyfax.Furthertoyourrequestforofficespacefortwelvemonths.I’dliketomentionthatIcanalsoofferyoua10%discountforbookingsofaneighteen-monthperiod.YouenquiredaboutavailabilityattheVirginiaWalkCentreandofficesarestillvacant.However,pleasenotethatthereislimitedparkingandsomeofficesareondifferentfloors.Asaninterestingalternative,youmightwishtoconsideranewpremisescalledDockside(aboutonemiledowntheriversidefromVirginiaWalk).Ithasthefollowingfeatures:•afirst-flooropen-planofficespace(75m2)withwonderfulviewsoftheoldharbour.•aconvenientthree-minutewalkfromthestationandidealforcyclistswithapathalongtheriverside•suitableparkingfacilitiesforovertwentystaff.FAXPleaseconsiderthispossibilityandnotethediscountwouldstillapply.Avisittothispremisescanbearranged,althoughIwouldsuggestapromptdecisiononthissecondoption.Ilookforwardtohearingfromyouintheverynearfuture.YourssincerelyHugoJones1.Whataretheneedsoftheclient?2.Isthesalespersonabletomeetthoseneeds?3.Whatarethebenefitsofthesecondlocation?Theclientneedsofficespacefor12months.Thesalespersoncanmeetthoseneedsandalsowantstotryandsellalittlemoreinaddition.Thesecondlocationofferedhasthesebenefits:officesonthesamefloorwonderfulviewsmoreconvenientthantheotherlocationfortransportsuitableparkingfacilitiesWriting:AfaxSpacesaver,companywhichrentswarehousespacetobusinesses,hasbeensentthisfax.Lookatthefaxandtheotherinformationbelowandanswerthefollowingquestions.To:SpacesaverFrom:RandyBurrSubject:RentingwarehousespaceFurthertoourdiscussionlastweekinwhichIoutlinedourneedforwarehousingoverthenexteighteenmonths,IwouldliketoenquireifthewarehousespaceisstillavailableattheW1site.Wewouldhavethefollowingrequirements:warehouseof100m224-houraccessmusthavesecurityadequateparkingfortwentyandeasyaccessBROWN&BURRoffer10%discountfortwo-yearbookingThreelotscurrentlyavailable:75m250m250m2WarehousingW1CircularNew

warehousingspaceNOWOPEN.Allspaceavailablefrom25m2to100m2.TwothirdsthepriceofW1Basedincitycentre.Couldoffertwospacesat50m2butmoreexpensive.PooraccessandparkingforfiveatmostOutsideofcitycentre.30-minutedrivefromBrownandBurrJustoffmotorway.Easyaccessforlorriesandadequateparking.Brandnewfacility.CCTVandsecurityfirmcheckonceanight.WhatareMr.Burr’sneedsandrequirements?HowmuchSpacesavermeetthoseneeds?Whichrequirementcan’tbemet?WhatbenefitsofCircularStorageshouldSpacesavermentioninitsreply?Mr.Burrneedswarehousingfor18months.Heneeds100squaremetresinspace,securityandparkingforatleasttwentypeople,aswellasgoodaccess.SpacesavercanmeetthoseneedsifMr.Burrtakestwospacesof50squaremetres(althoughthisisexpensive).However,parkingandaccessarepoor.SpacesaverismorepositiveaboutthewarehouseatCircularStoragebecausethereis100squaremetres’space.It’salsocheaperandhasgoodaccessandparkingaswellassecurity.Theonlydrawbackisthatthewarehouseisn’tascentralsotheproposaltoMr.Burrwillhavetoconvincehimthatthebenefitsoutweighthisproblem.ConferenceOrganiser£38,000Anewlybuiltconferencecentreattachedtoawell-establishedhoteloffersanexcitingopportunityforanyonewithexperienceintheorganisationandday-to-dayrunningofconferencecentres.Youwillbeinchargeofateamofthreefull-timestaffresponsibleforbooking,schedulingandtechnicalprovisiontoclients.Thesuccessfulapplicantwillalsobeabletopromotethecentretolocalandnationalbusinesses.Youwillneedtobeself-motivatedandhaveexceptionalinterpersonalskills.GraduateMediaSalesExecutivesSalarynegotiableAleadingguide-to-the-citymagazinehasexcitingopportunitiesforhighachieversofgraduatecalibretojoinoursalesandadvertisingteam.Theroleinvolvessellingadvertisingtoagencies.Youwillberesponsibleformanagingexistingbusinessesaswellasidentifyingnewbusiness.Suitablecandidatesarebright,numerate,enthusiastic,andhaveabroadrangeofinterestsoutsideofwork.Youcancreateanddeliveraprofessionalandpersuasive‘salesargument’,negotiateeffectivelyandhav