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Module 4(1)

Module 4(1)
Module 4(1)

Module 4

Business Topic

4.1 The art of selling

Selling

1.aptitude n. 能力

2.altitude n. 高度

3.detour n. 弯路

4.close the sale 达成交易

5. a unique selling point 独一无二的卖点

https://www.wendangku.net/doc/b36512986.html,petitive advantage 竞争优势

7.emotional benefits 情感利益(指品牌给消费者带来的某些情感上的利

益,尤其是消费者因购买获使用特定的品牌而产生的积极的感觉)

8.added value 附加值

9.buying signal 购买信号

10.prospective buyer 潜在的客户

11.car dealer 汽车经销商

12.outside one’s budget超出某人的预算;买不起

1.Answer questions:

The qualities of a successful salesman:

? A good salesman is optimistic, considerate, motivated(自我激励的)and is

never put off(使泄气)by failure. He can manipulate(巧妙处理)the buyer’s feelings. He should be brave enough, creative, hard-working, imaginative, and he needs good health and the skills to communicate with others.

? A good salesman will have good people skills -- a good personality, friendly,

the ability to communicate effectively and be a good listener. He needs to be knowledgeable about his products and be able to explain the features and benefits of what he is selling. He needs to be able to answer questions and overcome objections. He needs to know when is the right time to ask for the sale and he needs to follow-up with potential customers.

More understanding of these quotations:

1)The key to success is attitude. Your attitude affects everything in your life.

2)We should not walk around in a negative state of mind most of the time and

always blame outside forces for our problems.

3)We should stop blaming and look for what little good remains.

4) A negative attitude keeps us stuck by robbing us of the self-discipline we need to

improve our conditions.

5) A successful salesman should connect with customers and create a desire to buy

from him willingly and happily. He should also identify the target market and

what their emotional wants are.

6) A successful salesman should subtly persuade customers that you are the only one

out there that will supply the products that customers want.

7)Success isn’t based on avoiding failure, but on facing it correctly.

8)Treat failure as friends, not foes(敌人).

9)See failure as opportunities, not final defeats.

10)Our greatest glory consists not in never falling, but in rising every time we fall.

11)Motivation is the key to performance improvement and achieving goals.

12)Customer complaints are great opportunities to let your customers know how

much you value their business and their feedback.

13)Customer complaints offer organizations the opportunity to overcome problems

and improve commitments to service.

14)Customers often have stronger commitments to a company after a conflict has

been resolved than they would have if they had never complained at all.

15)Businesses benefit from treating complaints as welcome resources and

opportunities to gain innovative ideas for improvement.

Supplementary Reading:

How to become a good sales person ?

Today's customers are more fastidious(挑剔的;难取悦的)than ever before. Not only are customers now more demanding, but they are also less forgiving as well, which means that a sales person has only one shot at making a good impression the first time around. In this fast paced high tech world where decisions are based on snap second judgments(转瞬决断), the importance of a good sales person cannot be denied. The job of a sale person is now tougher than it has ever been. So the question now arises how does one become a good sales person? How does one become a better seller? The answer to these questions is actually quite simple. Be proactive(主动积极的). So then how do you become a good sales person? Well, read the following tips and find out:

1. A good sales person is one who builds relationships

To be a good seller it is important that you build a rapport(密切关系)or a relationship with your client so that they feel comfortable trusting you. Good sales is all about building a bond of mutual trust and understanding between you and your client. This also goes a long way in helping to gain your customers confidence and also makes them come back to do business with you again.

2. A good sales person answers his/her phone

Instead of letting an automated answering machine get your phone calls, answer the phone yourself. This shows customers and clients that you care about them and that they are not another sales record in your books. If you are extremely busy, hire an assistant or additional staff to handle the phone lines, and know that a human touch is much more effective than a fake robotic voice.

3. A good sales person does not make promises he/she can't keep

It is important that your customers know that they can trust you at all times to do a good job. A good sales person should always keep their promises. If you feel that you

cannot keep a promise then do not make it and be honest with your customers, they will appreciate you more for your honesty. Breaking a promise only leads to distrust and makes a customer feel that they cannot trust you.

4. A good sales person listens to their customers

While a good sales person is all about talking the client into buy something, it is also important that you listen to your customers as well. Take a moment to get to know your customers personally and then give them an appropriate response. Listen to what your customer has to say, know what they like and what they don't, and know their favorite color, all this goes a long way in building a fruitful relationship.

5. A good sales person deals with complaints head on(正面,迎面)

While no one likes complaints, it is important as a good sales person to deal with them head on. This shows your customers that you are proactive and that you are concerned about them.

6. A good sales person is helpful, even if there is nothing to gain

It is very important that you are helpful even if there is nothing to gain; this makes a customer feel special and will also help foster(培养)a stronger customer relationship.

7. A good sales person is always an expert

Know that a good sales person is always an expert. He knows his product or service inside out. There is nothing about the product that he does not know. By having confidence in what you sell, you will be able to sell whatever you have in a much more effective manner.

8. A good sales person takes the initiative or goes the extra mile

A good sales person takes the initiative. What this means is that if your customer asks you for something, don't just show them only that. Encourage them to see similar things and provide them with a variety of choice. Also always go the extra mile. If your client is a regular customer offer them a discount or some sort of rebate(折扣)on the items they have purchased.

9. A good sales person is personally accountable(勇于担当的)

To be personally accountable is hard, but it also shows the customer that you are not afraid to admit to your mistakes. This in turn encourages a stronger relationship with your clients as they will feel that they can trust you more. Trust is the most important tool that a good sales person must possess at all times.

10.A good sales person says "I will", not "I'll try"

The word 'try' should not be in a good sales person's vocabulary. The reason for this is that it shows your customer that you may or may not make it happen. By using the word 'will' you show that you are in charge and that you 'will' move mountains to see the sale through.

INSTRUCTIONS FOLLOWING STEP :

Step 1 Be positive and upbeat(乐观的)when working in sales. People are more apt to(易于)buy something from a person with a sunny personality, than from someone who is dull and lifeless(死气沉沉的).

Step 2 Make the customer believe they NEED the product you are selling, explain all the benefits in a way that makes it irresistible...sell them on the idea!

Step 3 Be persistent without being pushy. There is a fine line between the two that every successful salesperson must learn. Do not keep insisting when a customer says no thank you more than twice. If you keep pushing, they will most likely walk away with a bad taste in their mouth and never come back. On the other hand, if you are polite and nice, even without making a sale, they will remember you fondly and come back when they need something else.

Step 4 Investigate the product you are selling. There is nothing worse than a salesperson who doesn't know anything about the product they are selling. Learn how it works, who would benefit most from its use, any problems the product has encountered, and any other information you can think of. The more knowledgeable you are, the more likely a customer is to buy your product, because you'll be able to answer all their questions.

Step 5 Practice good personal hygiene(个人卫生). This has nothing to do with your skills as a salesperson, but will definitely help keep the customers around long enough to make the sale! Always be well groomed(穿着得体)and smelling good when working with the public.

Step 6 Give people time to look before pouncing(猛扑过去,抓住不放). Some people want to browse around and talk amongst themselves before having a salesperson seize them. Give them space and time, then ask if you can help. If they say they need a moment, come back later or ask them to let you know when they are ready.

Step 7 Offer incentives(奖励措施)to make the purchase better. If you know of something that will make the product a customer is buying better, tell them. Don't try to increase your commission by offering unnecessary items though, because customers frown on this practice.

Step 8 Tell customers about any specials or deals running that will save them money. Everyone loves to save a few dollars, so make it possible if you can, and you are sure to have repeat customers.

How to be a good Salesman

? A good salesman LISTENS more than he talks. There's nothing more

annoying--and untrustworthy(靠不住的)--than a salesman who talks constantly.

It's a salesman's job to find out what the customer wants, not what he wants to push on the customer.

? A good salesman ASKS THE RIGHT QUESTIONS. A good salesman is going

to lead the customer into the direction he wants them to be led by asking the right leading questions. These questions are industry specific.

? A good salesman is HONEST. Salesman have a bad reputation as being

dishonest--there's nothing further from the truth.

? A good salesman does FOLLOW UP CALLS to his customers. A good salesman

knows that the relationship does not end with the close of the sale--the relationship is on-going. A good salesman knows that by doing good by his customers, he will receive referrals(推荐人).

? A good salesman goes the EXTRA MILE for his customers, even if that going the

extra mile will cause a decrease in his commission.

2.Answer questions:

●Yes.

1)I’m patient, very communicative and persuasive.

2)I have the inter-personal skill and the desire to interact with others, enjoy

challenges and be comfortable in handling objections.

3)I’ve developed a strong level of self-confidence in my ability to speak

effectively and sincerely about my product or service.

4)I’ve learned to become a good listener because I know that if I don’t listen to

and understand the needs of buyers I can’t become a successful sales professional.

5)I know my competitors and the merits and pitfalls of their products.

●No.

1)I’m not keen on selling and I find it very difficult to speak in front of a crowd

of people.

2)I don’t know how to handle customers’ rejection.

3)I don’t know how to deal with customers’ objections to selling appointments

or resistance to buying my products, and learn how to ask for an order or close the sale.

4)I’m introverted and incommunicative, in one word, I don’t have the

personality for selling.

4. Ways to deal with the prospective buyer:

1)That’s OK. We can arrange credit finance(信贷).

2)We can order a black one, but there is a lot of demand so you will need to pay a

10% deposit(保证金).

3)After a couple of months you will wonder how you ever lived without them.

4)I think I should at least reserve it in your name in case anyone else tries to buy it.

5)I think you are the sort of person who imposes their images on the car, not the

other way round.

Sales techniques

1.relationship selling 关系营销

2.prospect n. 可能成为主顾的人

3.constraint n. 限制

4.hard-sell technique 强行推销的技巧

5.perceived benefits 可感知的利益;明显的好处

6.sustain v. 维持;保持

7.decision maker 决策人

8.buyer n. 采购员;进货员

9.delivery arrangement 送货安排

10.payment terms 付款方式;支付条件

11.tangible adj. 可触知的;有形的;明确的

12.ingredient n. 成分

13.deodorant n. 除臭剂

14.anecdote n. 趣闻轶事

15.pushy adj. 爱出风头的;硬干的;莽撞的

16.reach n. (影响等)所及范围;受众

17.niche n. 利基市场;狭缝市场(是指针对企业的优势细分出来的

市场,这个市场不大,而且没有得到令人满意的服务,产品推进这个市场,有盈利的基础。企业在确定利基市场后往往是用更加专业化的经营来获取最大限度的收益,以此为手段在强大的市场夹缝中寻求自己的出路。)

18.point-of-sale promotion 销售点促销

19.sponsorship n. 赞助

20.billboard n. 广告牌

21.viral marketing 病毒式营销(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,病毒式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。)

5. Reasons not buy a product or service:

1)too expensive

2)the purchase is not urgent and can wait

3)shop assistant not friendly

4)no need to buy a new one

5)not meet buying criteria(size, color, price, material, quality, style…)

6)be short of what the ads claims

7)not trust the seller

8)reputation not good

6. Zig Ziglar’s answer:

Every sale has five obstacle:

1)no need

2)no money

3)no hurry

4)no desire

5)no trust

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