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Unit 4 ProductPromotion
SectionA: Listening 1. Pre-listeningVocabulary
AggressiveHard-sellTechniqueScarcity
AbundanceBuyers’ marketConsultativeIntelligent
Establishabalanceddialogue
AskforFindoutDominateHighpressureTwowaycommunication
RespondCustomertrust 2. Hushthenlisten
Areaggressivehard-selltechniquesthebestwaytoincreasesales? Probablynot! Fortodaywearelookinginamarketwithplentyofwhatwehavetosale. Economieshavemovedfromaperiodofscarcitytooneofabundance. Therearemoregoodsbeensoldtodaythanwhatisactuallyneeded. Itisabuyer’smarket. Whatthebuyerdemandsnowisserviceratherthanhard-sell, thenhowtobecomeagoodsalesperson. Theansweristhequalityofoursalespeopleandservicetheyoffer. Whatisthemostimportantthingwemustdo? Servethecustomer. YounoticethatIdon’tsay “selltothecustomer”, becausewearedoingfarmorethanjustselling. Throughconsultativesellingwearehelpingthecustomertowardsmakinganintelligentdecision. Wedothisbyestablishingabalanceddialoguewiththecustomer, duringwhichweaskforinformation, andgiveit. Itisnecessarytoaskquestionsinordertofindoutwhatthebuyer’sneedsreallyare. Theconsultativesalespersondoesnottrytodominatethecustomerwithhighpressuresalestalk. Instead, thebuyer’sneedsareidentifiedthroughtwowaycommunicationbyexchanginginformationandrespondingtotheirneeds, recreatecustomertrust.
SectionB: speakingup
1. typicaldialogue
1) Backgroundinformation:
LeeDi, saleswomanofTECCompany, comestoHeatTimesCo., Ltd, tododoortodoorpromotionofthenewlydevelopedbuildingmaterial.
LeeDi, Mr. Evans, managerofHeatTimesCo., Ltd.
2) Practicaldialogue
NicetalkingtoyouMr. Evans. ThisisLeeDi, saleswomanofTECCo, Ltd. Tomeetourappointment, I’vebroughtsamplesofournewlydevelopedproductFastocktoshowtoyou.
Yes, cometoroom 316, you’reexpectedthere.
(Minuteslaterinroom 316)
Ms. Lee, pleasestartifyoudonotmind.
Thankyou, Mr. Evans. OurcompanyhasdevelopedanewbuildingmaterialwhichwecallFastock. Weregarditasarevolutionarynewbuildingmaterial. Inreality, it’samixtureofhigh-moleculecompoundandcropstocks.
WhatkindofendusesdoesFastockgointo?
Fastockisshapedunderhighpressureandtemperatureintoboardsforwalls, doors, andwindows, homeandofficefurniture, etc. Itiseasytofabricateandcuttosuityouspecificneeds.
IredaboutitinatradejournalbutIhaven’tseenanydetailsaboutit.
Besides, Fastockisenvironment-friendlyandrawmaterialscanbefoundeverywhere. Forthisreason, Fastockislowpriced.
Itseemslikeapromisingitem.
WebelievethatFastockhasagoodpotentialinthemarketandthatyourcompanyhasthebestmarketingcapabilitiestobringittosuccess.
Wearealwaysinterestedinexpending