《 实市场营销英语》 课件U6 Top Salespersons Are All Maste

点击职业英语主编：史洁职业英语模块ZoomIn实用市场营销英语新世纪高等职业教育行业英语类课程规划教材06UnitTopSalespersonsAreAllMasterNegotiatorsPartⅠChatFreelyJamie:Sarah,I’minamess.I’vebeenstayinguplateeverynightattheoffice,mygirlfriend’smad,andI’mlivingontakeout.Ikeeppromisingtochange,butIneverdo.Sarah:Burnout’snojoke.Youneedself-disciplinetobreakthiscycle.Jamie:Deadlineskeeppilingup,andIcan’tsaynotomyboss!Sarah:Setboundaries.Block“no-work”hoursinyourcalendarandsticktothem.Jamie:Ihaven’texercisedforalongtime,andI’mhookedonjunkfood.Sarah:Smallsteps.Takethestairsandswapchipsfornuts.Disciplineisaboutforminghabits.Jamie:I’matthebreakingpoint.Ikeepbitingmytongue,tryingnottosaythingsI’llregret,butIfeellikeI’mabouttoexplode.ChinesePartⅠChatFreelySarah:Juststopwhatyou’redoingforaminute—grabacupoftea,findanemotionallysupportivecolleagueforaquickchat,orstepoutsideforfiveseconds.Evenashortbreakfromworkcanhelpclearyourheadandeasethestress.Jamie:Ifeelterribleforneglectingmygirlfriend.Sarah:Qualityoverquantity.Putyourphoneawaywhenyou’retogether,orsendherasweetmessageduringthedaytoshowyoucare.Jamie:Thanks.I’llfinallymakethesechanges.Sarah:You’vegotthis!Balanceisprogress,notperfection.ChinesePartⅠChatFreely平衡工作和生活杰米:莎拉，我现在一团糟。我每晚都在办公室熬夜加班，我的女朋友很生气，我靠外卖生活。我一直承诺要改变，但从来没有。莎拉:精疲力尽可不是开玩笑的。你需要自律来打破这个循环。杰米:截止日期越来越多，我不能对老板说不！莎拉:设定界限。在你的日历上划出“不工作”的时间，并坚持下去。杰米:我很久没运动了，而且我迷上了垃圾食品。莎拉:一步一步来。多走走楼梯，把手头的薯片换成坚果。自律的培养在于好习惯的养成。杰米:我正处于崩溃的边缘。我一直咬着自己的舌头，努力不说会让我后悔的话，但是我感觉我要爆炸了。BackPartⅠChatFreely莎拉:停下你正在做的事情一分钟——喝杯茶，找一个能与你共情的同事聊一会儿，或者出去五秒钟。哪怕是短暂的休息工作可以帮助你清醒头脑，缓解压力。杰米:我对忽视我的女朋友感到很抱歉。莎拉:质量重于数量。在一起的时候把手机收起来或者白天给她发条甜蜜的信息，让她感受到你的关心。杰米:谢谢。我最终会做出这些改变。莎拉:你能行的！平衡是进步，不是完美。BackPartⅠChatFreelyPartⅠChatFreelyPartⅠChatFreelyTask1QuickDiscussion

Supposeyoufacethesamework-lifeimbalanceasJamieinyourfuturecareer,howwouldyoucommunicateyourworkstresstoyourboyfriend/girlfriendwithoutmakinghim/herfeelneglected?Whatspecificactionscouldyoutaketoshowyoucare?Task2Recitetheabovedialogueandrole-playitwithyourpartner.PartⅡReadDeeply

Discussthefollowingquestionswithyourgroupmembers:Imagineyou’resellingahigh-endsmartphone.Acustomersays,“It’stooexpensive.”Howwouldyourespondtoturnhis/herobjectionintoasale?Whatkeyskillswouldyourelyon?PartⅡReadDeeplyTopSalespersonsAreAllMasterNegotiators

Intoday’sworld,negotiationisthekeytounlockingcountlessopportunities.TaketheamazingjourneyofChina’shigh-speedraildevelopmentasanexample.

Backin2004,eagertoimproveitshigh-speedrailcapabilities,China’sMinistryofRailways startedaglobaltenderbecauseofscarcedomestictechnology.Fourmajorcompaniesstepped forward:SiemensfromGermany,AlstomfromFrance,theJapanesehigh-speedrailconsortium, andBombardierfromCanada.Siemens,havingadvancedtechnology,askedfor390millioneurosforjustonehigh-speedtrain,plusatechnologytransferfee.For140trains,thetotalpriceincreasedto52billionyuan,anditwasreluctanttolowertheprice.ChinesePartⅡReadDeeply

Inresponse,theMinistryofRailwayssetstrictconditions.Biddingcompanieshadtobe Chineseenterprisesandwererequiredtotransfertheircoretechnologies.Subsequently,twoChinesecompanies,“CRRCSouth”and“CRRCNorth”,wereselected,whichturnedthetables. Now,thefourforeigncompanieshadtonegotiatecooperationwiththesetwoChinesefirmsfirst Iftheywantedtobid.Atfirst,Siemenswouldn’tgivein,sotheMinistryofRailwaysturnedtoAlstomandreachedanagreement.Meanwhile,CRRCSouthalsomadeasuccessfuldealwiththeJapaneseconsortium.Bombardierjoinedthebiddingthroughajointventureandwaswillingtotransfer allitstechnologies.Leftoutinthecold,Siemens’sharepricedroppedfast,anditsnegotiationteamwasevenfiredbytheheadquarters.ChinesePartⅡReadDeeply

In2005,havinglearneditslesson,Siemensloweredthepriceto250millionyuanpertrain, withatechnologytransferfeeof80millioneuros.Withitsentry,AlstomandtheJapanesehighspeedrailalsohadtoacceptsimilarlowprices.Eventually,withinjusttwoyears,Chinagotthe coretechnologiesforhigh-speedrailsrunningat250kilometersperhour.

Wecanlearnsomevaluablelessonsfromthis:

Tip1:Taketheinitiative.JustliketheMinistryofRailways,knowyourownstrengthsandgoalsbeforeenteringanegotiation.Forinstance,whenbuyingacar,stateyourbudgetrangesothatthedealerknowswhereyoustand.

Tip2:Beflexible.Ifalocalstorewon’tlowerthepriceofapieceoffurniture,youcanaskforfreedeliveryoradditionalwarrantiesinstead.

Tip3:Leveragecompetition.Inajobinterview,highlightwhatmakesyouuniqueandbettethantheothercandidates.Thismakestheemployerconsideryourvaluemoreseriously.ChinesePartⅡReadDeeply

ThestrategiesandskillsusedbytheMinistryofRailwaysteamwhendealingwithforeign enterprisesandstrivingforfavorablecooperationconditions,suchastakingtheinitiative,being flexible, andleveragingcompetition,areexactlythecoreabilitiesthattopsalespersonsmusthave duringbusinessnegotiations.Itvividlyshowsthecharacteristicsof“masternegotiators”.

Moreover,thisconnectiongoesbeyondthebusinessworld.Considerourdailylife:whenyou’reshopping,youcanusetheseskillstobargainwithshopkeepers.Atwork,duringproject discussionsorresourceallocation,youcanusethesameideastogetanadvantage.And insocialinteractions,likeplanningeventswithfriends,thesenegotiationstrategiescanhelpyoureachagreementseasily.So,it’sclearthatbecomingamasternegotiatorisessentialforachievinggoalsandmaximizing benefits inallwalksoflife.

Remember, negotiationisnotaboutwinningargumentsbutfindingthebestoutcomesforallparties.Masteringtheseskillscanmakeyouastarinbusinessandlife,likethoseoutstanding salespersonswhoaretruenegotiationMasters.ChinesePartⅡReadDeeply顶级销售人员都是谈判高手在当今世界，谈判是开启无数机遇的关键。以中国高铁发展的非凡历程为例。早在2004年，中国铁道部急于提升其高铁能力，由于国内技术稀缺，启动了全球招标。德国西门子、法国阿尔斯通、日本高速铁路财团和加拿大庞巴迪四大公司参与其中。拥有先进技术的西门子要求一列高速列车的价格高达3.9亿欧元，外加技术转让费。对于140列火车，总价飙升至惊人的520亿欧元，并且西门子不愿意降低价格。BackPartⅡReadDeeply

对此，铁道部制定了严格的条件。投标公司必须是中国企业，并要求转让企业核心技术。随后，两家中国中车（“中国南车”和“中国北车”）被选中，从而扭转了局面。至此，如果要投标，这四家外国公司必须首先与这两家中国公司谈判合作。西门子起初不愿让步，因此铁道部转向阿尔斯通，并达成了协议。与此同时，中国南车也成功与日本财团达成了协议。庞巴迪通过一家合资企业参与竞标，并愿意转让其所有技术。由于受到冷落，西门子股价暴跌，其谈判团队甚至被总部解雇。BackPartⅡReadDeeply

2005年，西门子公司吸取了教训，将价格降至每列2.5亿元人民币，技术转让费为8000万欧元。随着西门子的加入，阿尔斯通和日本高铁也不得不接受类似的降价。最终，在短短两年内，中国获得了时速250公里的高速铁路的核心技术。我们可以从中吸取一些宝贵的经验教训:秘诀一:抓住主动权。就像铁道部一样，在进入谈判前先了解自己的优势和目标。例如，买车时，说明你的预算范围，以便经销商知道你的状况。秘诀二:灵活应对。如果当地商店在家具价格上不让步，你可以要求免费送货或额外保修。秘诀三:利用竞争。在求职面试中，突出说明你的独特优势，并且比其他候选人更优秀。这会让雇主更认真地考虑你的价值。BackPartⅡReadDeeply铁道部团队在与外国企业打交道和争取有利合作条件时所采用的策略和技巧，如抓住主动权、灵活应对和利用竞争，正是顶级销售人员在商务谈判中必须具备的核心能力。生动地体现了“谈判大师”的特质。此外，这种联系不仅存在于商业领域。想想我们的日常生活:当你购物时，你可以用这些技巧与店主讨价还价。在工作中，在项目讨论或资源分配中，你可以应用相同的原则来占取上风。在社交活动中，比如与朋友策划活动，这些谈判策略可以帮助你顺利达成协议。因此，很明显，成为一名谈判大师对于各行各业实现目标和最大化的利益至关重要。记住，谈判不是为了赢得争论，而是为了找到各方的最佳结果。掌握这些战略可以让你成为商业和生活中的明星，就像那些优秀的销售人员一样，他们是真正的谈判大师。BackPartⅡReadDeeplyPartⅡReadDeeplyPartⅡReadDeeplyPartⅡReadDeeplyPartⅡReadDeeplyPartⅡReadDeeplyLifelongLearning:PagesandPassports!

Lifelonglearningisn’tjustabouthittingthebooks.Readingwidelyenrichesourminds,likeamagickeyunlockingdifferentworlds.Evenifweforgetthedetails,thewisdomfrombooksstayswithus.Travelingisanothergreatwaytolearn.Whenwevisitnewplaces,weexperiencedifferentculturesandgainnewperspectives.Theseexperiencesshapeusinawaythatnooneelsecancopy.Justasbookscarrythethoughtsofagespast,andjourneysholdthestoriesofthepresent,readingandtravelingarethetwinpathsthatleadustoalifetimeofself-discoveryandgrowth.PartⅡReadDeeplyTraditionalChineseCulture“市不二价”原指市场上没有两种价格，后形容价格统一、公平交易。它的发展是从古代官府强制推行的交易准则，逐渐演变为现代商业中“价格透明”与“规则公平”的核心诉求。如今，它不仅是商家自我约束的标准，更是品牌对价值的坚定承诺。这种策略减少了消费者比价的焦虑，同时通过价格一致性强化品牌形象，让顾客无论在何处购买，都能获得同等的消费体验与尊重。此外，快消品牌采用“全国统一零售价”，或是电商平台推行的“全年保价”服务，同样以“市不二价”为内核，消除价格歧视，建立消费者对品牌的长期信任。PartⅡReadDeeplyUseofMarketingModel:RIDEModel

TheRIDEmarketingmodelguidesconsumerdecisions.Itmovestheaudiencefromhesitationtoactionbyfirstmitigatingconcerns,thencreatingdesire,differentiatingfromcompetitors,andfinallyprovingvaluewithmeasurableresults.PartⅢPracticeMorePartⅢPracticeMoreFlip&Fix:RevivingtheCampusFleaMarketTaskBackground

AsmembersoftheEnvironmentalProtectionAssociation,youorganizedacampusfleamarketopromotesustainability.However,theeventhaslowattendanceandfewtransactions.WithabudgetofRMB500,yourteammustfindwaystomakethefleamarketpopularandsuccessful.PartⅢPracticeMoreRevisedInstructions

Yourtaskistosolvethe“RevivingtheCampusFleaMarket”challenge.Workinteamstoresearchtheproblem,designsolutions,andprepareapresentation(PPT/shortplay/marketing document)toshareinclass.Here’show:1.Out-of-classPreparationFormteams(projectmanager,marketresearcher,marketingstrategist,budgetcontroller,etc.).Conductsurveys/researchtofindwhythecampaignfailedtillnow.Createasolution(marketingstrategy,eventplan,etc.)andbuildyourpresentation.PartⅢPracticeMore2.In-classShowcase

Presentyourwork(6minsperteam)→Explainyourresearchprocess,solutions,andhow you’llrevivethecampaign.3.ClassDiscussion

Whatideasaremostcreative?What’smissing?PartⅢPracticeMoreToexecutemarketingcampaignforthecampusfleamarket,wewilltakethefollowingsteps:MarketResearch：Conductasurveytolearnwhypastmarketsfailedandwhatitemstheywant.Shortpollswillidentifythebesttime/locationtomaximizeattendance.CreativePromotions:Developattractivecampaigns,suchas"EarlyBird"discounts(todrawcrowds);"VIPSeller"rewards(toencouragerepeatparticipation);Limited-timebundledeals(e.g.,3booksfor¥20)toboostsales.SocialMediaCampaign:LaunchadailyitemshowcasesonWeChatanda#CampusFleaChallengewillgeneratebuzz.Liveupdatesduringtheeventwillhighlightdealsandrestocks.InteractiveActivities:CreateadedicatedWeChatgroupwithQRcodespostedcampus-wide,allowingstudentstobrowse/pre-negotiatedealsbeforetheevent.BudgetPlan:Settingaclearbudgetlimitforthecampaignandallocatingfundstospecificcategories,focusingonessentialpromotions,sellerincentives,andactivitymaterials.PartⅢPracticeMoreIn-classActivity:WhatYouNeedtoKnowinMarketingMasteringSalesPresentationSkills

Imaginesteppingontoastagewithspotlightsshiningdownonyou.Theroomisbuzzingwithenergy, andalleyesareonyou.You’reabouttodeliverasalespitch(销售演讲)thatcouldtransformyourbusiness.Yourheartraces—notfromfear,butfromexcitement—becauseyou’ve masteredtheartofsalespresentations.So,howcanyougainthisconfidence?Let’sexplorehow tocreatecompelling(令人信服的)salespresentationsthatcatchattentionanddriveresults.PartⅢPracticeMore

Whatmakestopsalespeoplestandout?

It’snotjusttheproducttheysell,buthowtheysellit.Everyword,everyslide,andeverygestureinyourpresentationcontributestotellingacompellingstorythatdrivestheaudiencetobuy.AsalespresentationismorethanshowcasingdataorafancyPowerPoint.It’saboutengagingyouraudience,sparkingtheirimagination,andshowingtherealvalueofyourproduct—notjustitsfeatures,butthebenefitsitprovides.

The5StepsofaSalesPresentationPreparation:Greatpresentationsstartwithpreparation.Understandyouraudience,updateyourdata,andorganizeyourmaterialsclearlyandlogically.Introduction:Beginwithastrongopening—Captureyouraudience’sattentionfromthebeginningwithathought-provokingquestion,apowerfulstatement,oraninterestingstory.PartⅢPracticeMoreDemonstration:Thisistheheartofyourpresentation,whereyoushowhowyourproductworksandthebenefitsitoffers.Usevideosorstoriestomakeyourpointsclearerandmoreinteresting.Solvingdisagreements:Bepreparedtoaddressanyquestionsorconcernsyouraudiencemay have.Listencarefully,clarifymisunderstandings,andprovidesolidevidencetobuildtrust.Closing:The finalstepisyourchancetomakethedeal.Summarizethemainbenefitsandgivetheaudienceapowerfulreasontobuyyourproductnow.

PresentationTechniques

Nowthatyouunderstandthekeysteps,howcanyoumakeyourpresentationtrulyengaging?Hereareafewtechniquestoconsider:Storytelling:Peoplerememberstoriesbetterthanfacts.Createaninterestingnarrativearoundyourproducttomakeyourpitchmorememorableandengaging.PartⅢPracticeMoreVisualaids:Apicturecanbeworthathousandwords.Usevisualslikecharts,graphs,orimagestoemphasizekeypointsandkeepyouraudience’sattentionfocused.Interaction:Transformyourpresentationintoaconversation.Encouragequestions,interactwiththeaudience,andinvitethemtosharetheirthoughts.Thiskeepstheminvolvedandengaged.

Creatingagreatsalespresentationisanartform.Withtherightpreparation,effectivepresentationtechniques,andactiveengagement,youcanturneverypitchintoamemorableexperiencethatdrivessales.

Thestageisset—areyoureadytoengageyouraudienceandmakeyoursalespitchstandout?PartⅢPracticeMore1.Whatisthemainpurposeofasalespresentation?A.Toentertaintheaudience.B.Toshowofftheproduct.C.Topersuadetheaudiencetobuytheproduct.D.Toexplainthetechnicaldetailsoftheproduct.2.Whatshouldyoudoduringthe“Demonstration”phaseofasalespresentation?A.Answerallthequestions

fromtheaudience.B.Showhowtheproductworksandhighlightitsbenefits.C.Give adetailedhistoryofthecompany.D.Focusonthe priceoftheproduct.PartⅢPracticeMore3.Whyisitimportanttousevisualaidsinasalespresentation?A.Theyhelpmakethepresentationlonger.B.Theycanemphasize keypointsandkeeptheaudienceengaged.C.Theyreplacetheneedforaspokenexplanation.D.Theyarerequiredbylaw.4.Whatisthepurposeof“solvingdisagreements”inasalespresentation?A.Toignoreanyquestionstheaudience mayhave.B.Toclarifymisunderstandingsandaddressconcernseffectively.C.Tofocusonthepositiveaspectsoftheproductonly.D.Toavoidany feedbackfromtheaudience.PartⅢPracticeMore5.Whatisthemosteffectivewaytoengageyouraudienceduringasalespresentation?A.Speakwithoutanybreaks.B.Useonlywrittenmaterialstoexplaintheproduct.C.Encouragequestions,usestories,andmakethepresentationinteractive.D.Focusonlyontheproduct’sfeatureswithouttalkingtotheaudience.PartⅢPracticeMoreAfter-classActivity:WhatYouNeedtoKnowBeyondMarketing

Intheworkplace,howsalespeoplelookcangreatlyaffectacompany’ssuccess.Whensales representativesmeetpotentialcustomers,theirappearance,clothing,andoverallbehaviorare veryimportantinmakingagoodimpression.Thispassageexplainswhyappearancemattersfor salespeopleinprofessionalsettings.

FirstImpressionsMatter

Appearancehasabigimpactonfirstimpressions.Studiesshowthatpeoplemakejudgments aboutothersinjustafewsecondsaftermeetingthem.Awell-groomedsalespersonwhodresses professionallyis morelikelytobeseenascredibleandtrustworthy.Forexample,wearinganeat suitorformalclothesshowsprofessionalism,whilecasualormessyclothingmayleadcustomers todoubtthesalesperson’sabilities.TheImportanceofAppearanceforSalespeopleintheWorkplacePartⅢPracticeMore

BuildingaRapportwithCustomers

Havingapolishedappearancehelpsinbuildingarapportwithcustomers.Whensalespeople lookconfidentandtakecareofhowtheypresentthemselves,itcreatesapositiveatmosphereduringinteractions.Customerstendtofeelmorecomfortableandengagedwithasalesperson wholooksgood.Thispositiveconnectioncanleadtomoresalesandincreasedcustomerloyalty overtime.

ReflectingBrandIdentity

Furthermore,howsalespeopledresscanrepresentthebrandtheyworkfor.Ifacompany portraysitselfasaluxurybrand,itssalesrepresentatives shoulddressinawaythatmatchesthatimage.Thisconnectionbetweenhowtheylookandthebrandidentityhelpsreinforcewhatthe companystandsforintheeyesofitscustomers.Forinstance,ahigh-endjewelrystoreexpectsitsstafftowearelegantclothingtoreflectthesophisticationofitsproducts. PartⅢPracticeMore

PersonalHygiene(卫生)

Personalhygieneisalsoveryimportant.Simplepracticeslikekeepinghairclean,wearing freshclothes,andusingpleasantscentscontributetoagoodoverallimpression.Salespeoplewhoneglecttheirappearancemightdistractcustomersfromtheproductstheywanttosell,makingithardertofinalizeadeal.

ProfessionalAppearanceTraining

Ongoingtrainingaboutprofessionalappearanceisessentialforsalesteams.Companiesshouldeducatetheirsalesstaffontheimportanceofdressingwellandgrooming.Byguidingthemonhowtolooktheirbest,companiescanhelptheirsalespeoplecreatethepositiveimpressionsneededforsuccessfulinteractionsatwork.

Insummary,theappearanceofsalespeopleisvitalintheworkplace.Itaffectsfirstimpressions,buildscustomerrelationships,reflectsbrandidentity,andpromotesaprofessionalimage.Bypayingattentiontotheirappearance,salesrepresentativescanbecomemoreeffectiveandhelptheircompanysucceed.PartⅢPracticeMore1.Whatisthemainfocusofthepassage?A.Theimportanceofworkplacestrategies.