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L/O/G/OModule4Theartofselling(vocabulary)2.Salestechniques3.Advertisingtrends4.Asalesreport5.Presentingfigures6.AnalyzingagraphSelling:qualitiesOptimisticNeverputoffbyfailuresManipulatethebuyer’sfeelingsmotivated•Personality•Cheerfuldisposition性格•Mentalingredient:imagination,creation,initiatives,presenceofmind…•Patienceandperseverance•Courtesy•Completeknowledgeabouttheproducts,companyandthecustomersWhatargumentsdidtheyusetoconvincethebuyer?Price,productfeatures,emotionalbenefitsEmotionalbenefits:thepositivefeelingsthatbuyersmakeaboutthemselvesduetotheiruse,displayandattachmenttoacertainproductorserviceanditsfeatures.Eg:feelingloved,attractive,secure,sexy,caringandnurturing,athletic,healthy,insightful,creative….•UniqueSellingpoints/proposition(独特销售点，销售的核心竞争力)：whatsetsyouandyourbusiness—oryouasanindividual—apartfromyourcompetition.Itcanbeanactualfactoraperceiveddifferenceorspecialty.•Addedvalue：Pricethattheproduct/serviceissoldat——costofproducingtheproduct•Thevaluethatisaddedtoanyproductorserviceastheresultofaparticularprocesstoincreasetheperformanceandfeaturesoftheproduct.Forexample,technicalcontent,culturalvalue•1、附加值产品是指在产品加工过程中通过工艺、技术、服务乃至品牌等手段使产品得到较大的增值，而不是单纯的要素投入形成的物化价值。劳动密集型产品的加工过程只要存在增值较高的环节就可谓这高附加值产品。•2、附加值产品通常是指“投放产出比”较高的产品。它的技术含量、文化价值等比一般产品要高出许多，因而市场升值幅度大，获利高。•3、附加值产品不能等同于高技术、高消费、高档次产品，后者只有成为高效益产品时才能称为高附加值产品。高附加值产品的总体特征是技术知道密集度高、市场需求度高、品牌知名度高、产品质量优异，基本质特征是经济效益好。buyingsignal:verbalornon-verbalcluesshowingthatthebuyersarereadytobuy•Whentheyarereadytobuy•Spendingtimelookingatoneproducttype•Lookingaroundforsomebodytohelpthem•Askingquestionsaboutthedetail•Askingaboutprice•Usingpossessionlanguage•Askinganotherperson’sopinion•Bodystatechanges•Touchingthemoney•Whentheyarenotreadytobuy•Avoidingeyecontactwithyou•Making'notnow'excuses•Casualhandlingoftheproduct•Lookingatmanydifferentproducts•MovingaroundquicklyPossibleanswers1.That’sOK.Wecanarrangecreditfinance2.Wecanorderablackone,butthereisalotofdemandsoyouwillneedtopaya10%deposit3.Afteracoupleofmonthsyouwillwonderhowyoueverlivedwithoutthem.4.IthinkIshouldatleastreserveitinyournameincaseanyoneelsetriestobuyit.5.Ithinkyouarethesortofpersonwhoimposetheirimageonthecar,nottheotherwayround.Salestechniques•Firstspeaker•Financialsoftware•Relationshipselling:developsrelationshipslowly,iscooperative,honest,notpushy•Buildstrust,peopleknowwhattheyarebuyingBUTtakestimeandsometimesnosale•Secondspeaker•Cosmeticsorbathroomproducts(deodorants)•Direct,persuasive,tellsjokesandanecdotes,goesstraighttothedecisionmaker•GetsresultsandisefficientBUTitcouldbetoopushy.•HardsellingUsefulTerms•Credit(赊欠):Anagreementbetweenabuyerandasellerinwhichthebuyerreceivesthegoodorserviceinadvanceandmakespaymentlater,oftenovertimeandusuallywithinterest.Forexample,abuyermaypurchaseacomputeroncreditfor$600andpay$100permonthoverseveralmonthswithinterest.Oneofthemostcommonwaysofbuyingoncreditistouseacreditcard,butmanycompanieshavetheirowncreditschemes.Asteadyflowofcreditinaneconomyisconsideredimportantforfinancialhealth.•Hardsell(强行推销;硬性推销):Aggressivesalespracticesaimedatpressuringacustomerintocompletingatransactionquickly.Example:Theagentwasaproponent支持者ofthehardsell.Accordingly,hetriedtogivebuyerstheimpressionthatthehomewouldbeavailableforonlyashortperiod,thatthedealofferedmightbewithdrawnanytime,andthattheywouldnotbeaffordedtheopportunitytothinkoverthedecision.UsefulTerms•SoftSell(软推销;劝买、说服式推销):Asubtlypersuasive,low-pressuremethodofsellingoradvertising.•RelationshipSelling(关系销售):Establishingalong-termcustomerrelationshipinanefforttogeneraterepeatbusiness.Relationshipsellingmaybedirectedatespeciallyimportantcustomersandmayincludealiberalreturnpolicyandaccesstohigh-levelexecutives.关系销售是指建立维系和发展顾客关系的销售过程，目标是致力建立顾客的忠诚度。它有别于传统交易销售的地方，就在于为顾客增加经济的、社会的、技术支持等附加值。从销售的实践角度看，关系销售更能把握住销售概念的精神实质，因为企业不仅是达成购买而是要建立稳固各种关系，而这些关系是促成客户持续购买的重要因素。Salestechniques•Listentotheemotionalsideofyourprospectorclient:•Focusonyourprospectorclient'sneeds:•Uselanguagethatfocusesonyourprospectorclient:•Helpyourprospectseethebottomline:•Findoutyourprospect'spriorities:•……..•Viralmarketing:viraladvertising,refertomarketingtechniquesthatusepre-existingsocialnetworktoproduceincreasesinbrandawarenessortoachieveothermarketingobjectives(suchasproductsales)throughself-replicatingviralprocesses,analogous与…相似tothespreadofvirusorcomputervirus.Itcanbeword-of-mouthdeliveredorenhancedbythenetworkeffectsoftheInternet.•Viralpromotionsmaytaketheformofvideoclips,interactiveflashgames,advergames,e-books,brandablesoftware,images,oreventextmessages.病毒性营销(viralmarketing)是一种常用的网络营销方法，常用于进行网站推广、品牌推广等，病毒性营销利用的是用户口碑传播的原理，在互联网上，这种“口碑传播”更为方便，可以像病毒一样迅速蔓延，因此病毒性营销(病毒式营销)成为一种高效的信息传播方式，而且，由于这种传播是用户之间自发进行的，因此几乎是不需要费用的网络营销手段。•Viralmarketingdependsonahighpass-alongratefrompersontoperson.Ifalargepercentageofrecipientsforwardsomethingtoalargenumberoffriends,theoverallgrowthsnowballsveryquickly.Ifthepass-alongnumbersgettoolow,theoverallgrowthquicklyfizzles失败.•病毒性营销是一种网络营销方法，即通过提供有价值的信息和服务，利用用户之间的主动传播来实现网络营销信息传递的目的；病毒性营销同时也是一种网络营销思想，其
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本文标题：剑桥商务英语高级4
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