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本文格式為Word版,下載可任意編輯——新編劍橋商務英語(高級)第三版41TheartofsellingSelling
1Whatdothesequotationssuggestarethequalitiesofasuccessfulsalesmen?‘Yourattitude,notyouraptitude,willdetermineyouraltitude.’
'Peopledon'tbuyforlogicalreason.Theybuyforemotionalreasons.''Failureisadetour,notadead-endstreet’.
'Peopleoftensaythatmotivationdoesn'tlast.Well,neitherdoesbathing–that’swhywerecommenditdaily.'
‘Thecomplainingcustomerrepresentahugeopportunityformorebusiness.'ZigZiglar,authorofSecretsofClosingtheSale
2Haveyoueversoldanything?Doyouconsideryourselftobegoodatselling?
Why?/Whynot?
3Completethisshortarticleabouttheimportanceofsellingusingthewordsgiven
spectiveemotionaluniquecompetitivepricemakeraddedafter-sales
Thereissomuchcompetitioninthemarketplacetoday,particularly(0)pricecompetition,thatitisunusualforasellertobeabletofinda(1)___sellingpointora(2)___advantagewithwhichtoconvincethecustomer.Insteadhehastorelyonusing(3)___benefitsand/orgiving(4)___valuetothecustomerthrough(5)___service.ThismakesthejobofthesellerallthemoreImportant.Whathehastodoisidentifytherealdecision(6)___inthebuyingprocessandthenactquicklyonabuyingsignal.Abuyingsignallawhenthe(7)__customergivesasigntothesellerthatheisopentobeingsoldtheproductorservice.
4Lookatthesestatementsbydifferentprospectivebuyersofacar.Imagineyouare
thesalespersonatacardealer'sdealingwiththem.Whatwouldyousayordonexttotrytoclosethesale.
1'Ireallylikethecar,butit'sabitoutsidemybudget’.
2It'sgoteverythingIwant,butsilverisnotthecolorIhadinmind’.
3I’mreallyconfusedaboutalltheseextraoptions-Ijustwantedtobuyacar,notaspaceship!'
4'Thankyouforyourtime.I'mgoingtogoawayandthinkaboutit’.
5'I'vealwayshadVW,Idon'tknowifthiscarsuitsmyimage.'
Salestechniques
5Workwithyourpartner.Makealistofthemainreasonsforacustomerdeciding
nottobuyaproductorservice.
6CompareyouranswerwithZigZiglar’sonpage127.
74.1ListentoanextractfromaradioseriesAtWorkwherepeopletalkabouttheirworkingexperiences.Inthisprogrammetwosalespeopledescribetheirapproachtoselling.
1Whataretheyselling?
2Whatistheapproachofeach?
3Whataretheadvantagesanddisadvantagesofeachapproach?
8Lookattheseextractsfromtheprogrammeandcompletethegaps.Listenagaintocheckyouranswers.
1Competitionisa______-notnecessarilypricecompetition,becauseinoursector,quality,____andservicearefarmoreimportantfactors.2Weuseasales___that'scalled'relationshipselling’.
3Wespendalotoftimegettingtoknoweach____individualneeds.
4Ihavetofreelyadmittopeoplethatourproductsmaynotbebest___totheirparticularneeds.
5I'dmuchprefertobedoingthatthanusingsome___technique.6Inmylineofbusiness,it'sallabout___benefits.
7It’sdifficultto___anykindoftechnicalcompetitiveadvantageforlong.
8Idealonlywiththedecisionmaker,who’sgenerallya___forachainofstores.9...themostexpensiveoptions,becausethisincreasesour__sales.
10AssoonasIgetabuyingsignalfromthemI___inandclosethesale...
11...bydiscussingquantitiesrequired,specialdeliveryarrangement,___paymentterms.
?cost?massorniche(targetedadvertising)?reach(howmanyseeit)?successrate?consumerperception?ImpactMediumAdvantagesDisadvantages1Radioadvertisements2Point’-of-salepromotion3Sponsorshipofasportsevent4Directmail(bypostoremail)5Word-of-mouthrecommendation6Billboards(intownoronmainroads)7Viralmarketing(overtheInternet)8Vehicleadvertising(companyorpublic)
Advertisingtrends
1Readtheheadlineonpage39andpredictwhatthearticlewillsayaboutadvertisingtrends.
2Readthetextquickly.Wereyoucorrectinyourprediction?Doyouagreewiththeauthor’sanalysis?
3Studythetextagaintofindthebestanswer(A,B,CorD)toeachquestion.1AccordingtotheauthorchangersareoccurringinAthetypesoftelevisionprogrammewewatch.
Bthewaypeople,especiallyyoungpeople,accessvideoCthewaytelevisionsaremade.
Dtheamountofprogrammesthatarerecorded.
22023wasasignificantyearfortelevisionintheUKbecauseAitwastheyearInternetuseovertooktelevisionviewing.BspendingonTVadvertisingdeclined.
Cviewingfigurespeakedandstartedtodecline.
Dthe16to24agegroupwatchedmoretelevisionthanbefore.3Inthefuture,bigglobalcompanieswill
AmoveawayfromTVtoalternativeadvertisingmedia.Bstillusetelevisiontoestablishtheirbrands.
Ctrytotargettheiradvertisementsmoreprecisely.Dreturntonon-broadcastmethodslikedirectmailing.4ThegrowinguseofPVRsmeansthattelevisionviewersAskipthroughtheadvertisementswithoutlookingatthemBareexposedtoabiggerrangeofadvertisementsCcangetadvertisingondemand.
Dcanpauseandrewindadvertisements
5TheothergrowingareaofopportunityforadvertisersisAoutdooradvertisingBicedancing.
CbiglivesportingeventsDfootball
6Thetrendforon-demandviewingofprogrammesArepresentsabigthreatforadvertisers
BmeansadvertiserswillspendalotofmoneytoreachacleartargetaudienceCwillchallengesearch-basedadvertisingontheInternetDwillincreaseagenciesadvertisingrevenues
7AdvertisersinthefuturewillasktheiragenciestoattracttheyoungAwitharrangeofnewInternet-basedmediaBwithmorefriendlymessagesCthroughchatroomsDusingcomputerviruses
THEADREVOLUTIONWILLNOTBETELEVISED
Amongmostadvertisers,agenciesandmediacompaniesthereisagrowingconsensusthattheoldbroadcastmodelsofadvertisingarebeingerodedbythemarchoftechnologyandthatnewmodelswillhavetobefoundtopromotetheirproducts.Considerthegrowingubiquityofbroadbandaccessandthedigitalrevolutionthatisfragmentingtelevisionviewingacrosshundredsofchannels.Thencombinethosetrendswiththeupsurgeinpersonalvideorecordertechnology(PVR)andthetendencyforyoungerviewerstowatchlessTVinfavorofsharingtheirownwords,pictures,musicandmoviesonline.
IntheUK,televisionviewingfellin2023forthefirsttimeinthemedium’shistory.Thedeclinewasmostpronouncedamongthoseaged16to24.IntheUS,wherebroadbandpenetrationisevenmorewidespread,thoseunder25nowspendmoretimeontheInternetthanwatchingtelevision.Theeffectofthesechangingmediahabitsisnowhavingamaterialeffectonadvertisingspending.
ButaccordingtoNeilJonesofmediaagency,CaratUK,andothersatthesharpend,bigcompanieslikeCocaColaandUnileverareactivelyreducingtheamounttheyspendontelevisioninfavourofboostingtheirInternetbudgetsandso-called‘directresponse’advertising–anythingfromonlineviraladstotraditionalmailcampaigns.
Unilever,theconsumergoodsgiant,hassaidthatduringthelastfiveyearsaroundafifthofits£300madbudgetwasshiftedoutoftelevisionandintooutdoorposters,onlineadvertisingandsponsorship,suchasFlora’slong-runningassociationwiththeLondonMarathon.Meanwhile,thePVReffectisstartingtomakeitspresencefeltnowthatthedevices,whichallowviewerstoeasilyrecordshowsaswellaspauseandrewindliveTV,areinameaningfulnumberofhomes.Over1.3millionpeoplenowusethetechnology,withthemajorityfastforwardingthroughadvertsonrecordedshows.
Increasedbroadbandpenetrationanddownloadspeedareonlylikelytoacceleratethetrendforon-demandviewing.Channel4chiefexecutiveAndyDuncanrecentlyforecastthatby2023‘themajorityofallprogrammeswillbeconsumedinanon-demandway,whetherthroughpersonalvideorecordersorvideo-on-demandovertheInternet’.Astheboominsearch-basedadvertisingontheInternethasproved,ifadvertisersaresurethattheyareaccurately,targetingareceptiveaudiencetheywillpayahugepremium.Meanwhileeventtelevision,whichviewerswilltuneontowatchlive,andcouldbeanythingfromtheWorldCuptoDancingonIcewillbecomeincreasinglyvital.
Asaresultofthesetrendstheamountspentontraditionaltelevisionadvertisingonthemainchannelsisdeclining,whiletheamountspentonthewebisbooming.Advertisingexpertsareagreedthatbrandswillincreasinglyhavetoengagewithindividualconsumersratherthanhopingtocatchtheirattentionwithtraditionalcatch-allads.
Advertisersaredemandingamoreholisticviewfromtheiragencies,askingthemtoconsiderhowtotapintoyoungerconsumersviablogs,socialnetworkingsites,advertiser-fundedcontentandviraladvertising.Thelatter,whichinvolvesmakingbrandedmessagessoengagingandinterestingthatwebusersfeelcompelledtosendthemontofriends,hascomeofageduringthepasttwoyears.‘We’reseeinganewwaveofinterestbecausebrandsarelookingfornewformsofmediaandnewmarketingtechniques,’saysWillJeffery,ManagingDirectorofviraladvertisingagencyMaverick.
Intheshortterm,Hassell,directoratdigitalagencyRalph,believesthatadvertiserswillincreasinglyreleaseadvertsontheInternetfirstasameansofcreatingabuzzaroundaparticularclip
Tensesandtimephrases
1Whichtensewouldyouexpecttofolloweachofthetimephrasesbelow?Presentsimplepresentcontinuouspresentperfectwillfutureperfectpastsimple1Upton
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