资源描述
Module4Theartofselling,Contents,1.Selling(vocabulary),2.Salestechniques,3.Advertisingtrends,4.Asalesreport,5.Presentingfigures,6.Analyzingagraph,Selling:qualities,PersonalityCheerfuldisposition性格Mentalingredient:imagination,creation,initiatives,presenceofmindPatienceandperseveranceCourtesyCompleteknowledgeabouttheproducts,companyandthecustomers,Whatargumentsdidtheyusetoconvincethebuyer?,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)：whatsetsyouandyourbusinessoryouasanindividualapartfromyourcompetition.Itcanbeanactualfactoraperceiveddifferenceorspecialty.Addedvalue：Pricethattheproduct/serviceissoldatcostofproducingtheproductThevaluethatisaddedtoanyproductorserviceastheresultofaparticularprocesstoincreasetheperformanceandfeaturesoftheproduct.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,WhentheyarereadytobuySpendingtimelookingatoneproducttypeLookingaroundforsomebodytohelpthemAskingquestionsaboutthedetailAskingaboutpriceUsingpossessionlanguageAskinganotherpersonsopinionBodystatechangesTouchingthemoney,WhentheyarenotreadytobuyAvoidingeyecontactwithyouMakingnotnowexcusesCasualhandlingoftheproductLookingatmanydifferentproductsMovingaroundquickly,Possibleanswers,ThatsOK.WecanarrangecreditfinanceWecanorderablackone,butthereisalotofdemandsoyouwillneedtopaya10%depositAfteracoupleofmonthsyouwillwonderhowyoueverlivedwithoutthem.IthinkIshouldatleastreserveitinyournameincaseanyoneelsetriestobuyit.Ithinkyouarethesortofpersonwhoimposetheirimageonthecar,nottheotherwayround.,Salestechniques,FirstspeakerFinancialsoftwareRelationshipselling:developsrelationshipslowly,iscooperative,honest,notpushyBuildstrust,peopleknowwhattheyarebuyingBUTtakestimeandsometimesnosale,SecondspeakerCosmeticsorbathroomproducts(deodorants)Direct,persuasive,tellsjokesandanecdotes,goesstraighttothedecisionmakerGetsresultsandisefficientBUTitcouldbetoopushy.Hardselling,UsefulTerms,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:Focusonyourprospectorclientsneeds:Uselanguagethatfocusesonyourprospectorclient:Helpyourprospectseethebottomline:Findoutyourprospectspriorities:.,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，其背后的含义是如何充分利用外部网络资源（尤其是免费资源）扩大网络营销信息传递渠道。,Casestudy,Launchedin2002,BMWFilmswasamongtheearliestviralmarketingcampaigns.Itattractednearly55millionviewersandhelpedtoelevatethecareerofCliveOwen.,TheBMWfilmseries,TheHirewasaseriesofeightshortfilms(averagingabouttenminuteseach)producedfortheInternetin2001and2002.Aformofbrandedcontent,alleightfilmsfeaturedpopularfilmmakersfromacrosstheglobe,starredCliveOwenastheDriver,andhighlightedtheperformanceaspectsofvariousBMWautomobiles.,Aftertheseriesbegan,BMWsawtheir2001salesnumbersgoup12%fromthepreviousyear.Themovieswereviewedover11milliontimesinfourmonths.Twomillionpeopleregisteredwiththewebsiteandalargemajorityofusers,registeredtothesite,sentfilmlinkstotheirfriendsandfamily,UsefulTerms,Vehicleadvertising(交通工具广告):transitadvertising(seebelow)Video-on-demand(视频点播):Videoondemand(VoD)isaninteractiveTVtechnologythatallowssubscriberstoviewprogramminginrealtimeordownloadprogramsandviewthemlater.AVoDsystemattheconsumerlevelcanconsistofastandardTVreceiveralongwithaset-topbox.Alternatively,theservicecanbedeliveredovertheInternettohomecomputers,portablecomputers,high-endcellulartelephonesetsandadvanceddigitalmediadevices.视频点播（英文：VideoOnDemand，VOD或VoD）是一套可以让使用者透过网络选择自己想要看的视频（Video）内容的系统。用户选定内容后，VOD系统可以用串流媒体的方式进行即时播放，也可以将内容完全下载后再进行播放。系统的播放模式取决于系统及营运上的需求规划设计，包括收费机制、内容版权、播放品质、机房系统、传输系统、收视端的机上盒等。,UsefulTerms,Comeofage(划时代/充分发展):Ifsomethinghascomeofage,ithasreacheditsfullsuccessfuldevelopment.DancingonIce(冰上舞蹈达人秀):DancingonIceisaBritishtelevisionshow,inwhichcelebritiesandtheirprofessionalpartnersfigureskateinfrontofapanelofjudges.Theformathasbeenaprime-timehitineightdifferentcountries,includingItalyandChile.InAustralia,whereitwastitledTorvillandDeansDancingonIce,itwasaxedafterjustoneseriesowingtoproductioncosts.EventTelevision(热点新闻事件):televisionprogrammesfocusingoneventswhichattractmediaattentionandhighratingsMarkup(提价):Ifyoumarksomethingup,youincreaseitsprice.E.g.Youcansellittothematasetwholesaleprice,allowingthemtomarkitupforretail.,UsefulTerms,Acrosstheboard(全面的):affectingeveryoneoreverythinginasituationororganization,e.g.Theimprovementhasbeenacrosstheboard,withalldivisionseitherincreasingprofitsorreducinglosses.Post-Christmasblues(圣诞后的销售低迷期):salesdownturnperiodfollowingtheChristmasSalesforecast/salesestimation/salespredictions(销售预测):Predictionofthefuturesalesofaparticularproductoveraspecificperiodoftimebasedonpastperformanceoftheproduct,inflationrates,unemployment,consumerspendingpatterns,markettrends,andinterestrates.Inthepreparationofacomprehensivemarketingplan,salesforecastshelpthemarketerdevelopamarketingbudget,allocatemarketingresources,andmonitorthecompetitionandtheproductenvironment.Endingstocks/closingstocks(结算库存/期末库存):abusinesssremainingstockattheendofanaccountingperiod.Itincludesfinishedproducts,rawmaterials,orworkinprogress.期末库存是在一个库存会计时期结束时，可供使用或出售的货品、物资或原料的账面价值。一年为一个会计期间，年初第一天的库存量就是期初库存，年末最后一天的库存量就是期末库存。,Reportwriting(homework),Format:title,date,introduction,findings,conclusion,recommendations.Wordlimit:200-250(longerthanthereportwewrotelastterm),Organizationofreports,Asalesreport(refertolasttermsppt),Introductions:theaimofthisreportisto/thisreportdescribesReasons:thisisdueto/ThereasonsforthisareasfollowsProspects:lookingtothefuture,Recommendation:consequently,Iwouldliketopropose,requirement,Beforehandingin,getyourclassmateproofreadyourarticleandhavehis/hercommentonyourarticle.Yourcommentsshouldincludethreeaspects:contents(fulfillingthetasks?);organization(clearformat?Clearparagraphing?Logical?Linkingwords?);language(fluent?Grammaticalmistakes?Proper?Conciseandclear?),Describingperformance,TimephrasesVerbsNounsPrepositionsQualifiersCauseandresult,Adj:typical,upward,sharp,current,strong,recentAdverbs:fairly,predictably,finallyVerbs:go,takeoff,soar,fall,double,peak,collapseNouns:trend,gains,level,losses,recovery,valuePrepositionswithtimephrases:overthelasttwelvemonths,inthefirstsixmonths,byDecemberlastyear,inJanuary,byMay,inthelastfourweeksPrepositionswithfigures:from,toalmost/over,atnearly/justover,bynearly,downalmost,DescribingGraphs,(1)(2),DescribingGraphs,(1)topeak/reach(2)toleveloffahigh(peak)of,DescribingGraphs,(3)(4),DescribingGraphs,(3)torise/climb/pickup/ageneralupwardtrend(4)tofall/drop/collapse/plummet/bottomout,DescribingGraphs,(5)(6),DescribingGraphs,(5)toshootup/takeoff/soar/rocket(6)torecover/improvearecovery/improvement,DescribingGraphs,(7),DescribingGraphs,(7)tofluctuate,DescribingTrendsorMovementsinGraphs,DescribingTrendsorMovementsinGraphs,DescribingTrendsorMovementsinGraphs,DescribingTrendsorMovementsinGraphs,DescribingTrendsorMovementsinGraphs,DescribingTrendsorMovementsinGraphs,Ex2describingperformance,Introduction(whatisitabout?Timephrases,generaltrend)Details(followthetimeline,whathappened,noticeableperiod,reason,analysis)Tense:simplepast(exceptthatitisaforecastgraph/chart),Listening,AveragegrowthinsalesoverthelasttwoyearsandtherelativelystablestateofmarketThelaunchofthenewslow-releaseversionofthedrugBayerhavingdistributionproblemsJustaseasonalfactorThelaunchcampaignofthenewversionofthedrug,Presentingfigures,Presentationstructure:GreetingIntroduction/overviewMainbodyofpresentation(referringtoanychart,graphsetc)ConcludingcommentsInvitequestionsThankaudience,Hello,everyone.Thankyouforcoming.Idliketopresenttoyoutodaytheresultsforsalesofforeignlanguagephrasebooksoverthepastyear.Ivepreparedagraphwhichshowsthedevelopment.Asyoucanseesalesroserapidlyoverthefirstsixmonthsleadinguptothesummerholidayperiodreachingapeakofnearly$30millioninJuly.BySeptembertheyhadfallenbacktoaround$12million,buttheypickedupagaininNovember.Whatwasthereasonforthisriselateintheyear?ItwasinfactbecauseweareduetolaunchourneweditionsinJanuaryandwewantedtoclearouttheoldstock.Asaresult,weputonsale(upto50%discount)atallthemajorbookshops.Ihopethathasgivenyouaclearpictureofsalesovertheyear.Now,ifthereareanyquestions,Iwouldbehappytoanswerthem.,Hello,everyone.Thankyouforcoming.IdliketopresenttoyoutodaytheresultsforsalesofholidaystoSwitzerlandoverthepastyear.Ivepreparedagraphwhichshowsthedevelopment.Asyoucanseesalesdroppedsharplyfrom$32mto$19moverthefirstfourmonthsandpickedupslightlyto$24minJuly.ThereasonbehindthisgrowthisthatMayandJuneisgenerallythebesttimetotravelinSwitzerland.However,theystartedtofallagainandbyNov,thesalesreachedtheirlowestlevelof$7m.Whatwasthereasonforthisgeneraldownwardtrendthisyear?ItwasinfactduetotheeconomiccrisisinEuropewhichmadepeoplebecomemorecautiousaboutspendingmoneyonholidays.Ihopethathasgivenyouaclearpictureofsalesovertheyear.Now,ifthereareanyquestions,Iwouldbehappytoanswerthem.,Describinggraphs,Examfocus:writingtestpartoneP66Candidateswritea120-140wordreportdescribingtrends.Thetasktestsconcisewritingskills.Candidatesareexpectedtodescribe,compareandcontrastinformationpresentedvisually,intheformofgraphs,barchartsandpiecharts.Candidatesshoulduseappropriatelanguageoftrendsandmustbeconciseinordertoavoidexceedingthestrictwordlimit.,Howtodescribegraphs,ContentLanguage,Content:whattowrite,GiveanoveralldescriptionoftheimportantpointsratherthanadetaileddescriptionofindividualpointsComparisonandcontrast(twoways)ABA/B,A/BAnalyzethegraphsTheimportantsectionsNotethetrend,thepeak,thelowestpoint,theend/startingpointThecrossingpoints,Language:conciseness,SentencelengthWordinessReferencewords（指示词）RedundancyRepetitionEllipsis(省略),structure,1.ThefirstparagraphisanIntroduction(sayingwhatthegraphrepresentsandwhatperioditrelatesto)Thisgraphshows2.ThesecondparagraphdescribesthedevelopmentandtrendsIfwelookfirstat,wecanseefollowsasimilartrendThedevelopmentsarenotdescribedinyear-by-yearormonth-by-monthdetail,butinmoregeneralterms3.Thethirdofferssomegeneralconclusionsthatcanbedrawnfromtheinformationpresented.The(dramatic)consequenceofthesetwodevelopments.,DescribingGraphs,Thegraphshowsthesharepriceoftwocompaniesfrom1996to2000.,Inthestartof1996,sharesinConsortIndustriesstoodat$160.However,bytheendoftheyear,theyhavecollapsedtojust$50.,Theyrecoveredsteadyoverthenext12months,buthavefluctuatedsharplyallthrough1998.,In1999,theycontinuedtheirrecover,climbto$160pershare,wheretheyremainedthroughout2000.,SharesinMandarinTechnologiesstartingtradingat$150.LikeConsort,Mandarinsawitssharesfallduring1996,andthenpickedupthefollowingyear.Thisrecoverythenturnsintoageneralupwardtrend,whatcontinueduntillate1999,whensharespeakedat$220.Theythencollapsedbeforerisebrieflytojustover$150attheendof2000.,Describingthesharepriceoftwocompanies.,Atthestartof1996inConsortIndustriesstoodat$160.However,bytheendoftheyear,theyhadcollapsedtojust$50.Theyrecoveredsteadilyoverthenexttwelvemonthsbutfluctuatedsharplyallthrough1998.In1999theycontinuedtheirrecovery,climbingto$160pershare,wheretheyremainedthroughout2000.SharesinMandarinTechnologiesstartedtradingat$150.LikeConsort,Mandarinsawitssharesfallduring1996andthenpickupthefollowingyears.Thisrecoverythenturnedintoageneralupwardtrend,whichcontinueduntillate1999,whensharespeakedat$220.Theythencollapsedbeforerisingbrieflytojustover$150attheendof2000.,HomeworkI,GraphDescribingSample,HomeworkII,P79,writingEx5,ThankYou!,
展开阅读全文