Unit 4 Product Promotion
Section A: Listening 1. Pre-listening Vocabulary
Aggressive Hard-sell Technique Scarcity
Abundance Buyers’ market Consultative Intelligent
Establish a balanced dialogue
Ask for Find out Dominate High pressure Two way communication
Respond Customer trust 2. Hush then listen
Are aggressive hard-sell techniques the best way to increase sales? Probably not! For today we are looking in a market with plenty of what we have to sale. Economies have moved from a period of scarcity to one of abundance. There are more goods been sold today than what is actually needed. It is a buyer’s market. What the buyer demands now is service rather than hard-sell, then how to become a good sales person. The answer is the quality of our sales people and service they offer. What is the most important thing we must do? Serve the customer. You notice that I don’t say “sell to the customer”, because we are doing far more than just selling. Through consultative selling we are helping the customer towards making an intelligent decision. We do this by establishing a balanced dialogue with the customer, during which we ask for information, and give it. It is necessary to ask questions in order to find out what the buyer’s needs really are. The consultative sales person does not try to dominate the customer with high pressure sales talk. Instead, the buyer’s needs are identified through two way communication by exchanging information and responding to their needs, recreate customer trust.
Section B: speaking up
1. typical dialogue
1) Background information:
Lee Di, sales woman of TEC Company, comes to Heat Times Co., Ltd, to do door to door promotion of the newly developed building material.
Lee Di, Mr. Evans, manager of Heat Times Co., Ltd.
2) Practical dialogue
Nice talking to you Mr. Evans. This is Lee Di, sales woman of TEC Co, Ltd. To meet our appointment, I’ve brought samples of our newly developed product Fastock to show to you.
Yes, come to room 316, you’re expected there.
(Minutes later in room 316)
Ms. Lee, please start if you do not mind.
Thank you, Mr. Evans. Our company has developed a new building material which we call Fastock. We regard it as a revolutionary new building material. In reality, it’s a mixture of high-molecule compound and crop stocks.
What kind of end uses does Fastock go into?
Fastock is shaped under high pressure and temperature into boards for walls, doors, and windows, home and office furniture, etc. It is easy to fabricate and cut to suit you specific needs.
I red about it in a trade journal but I haven’t seen any details about it.
Besides, Fastock is environment-friendly and raw materials can be found everywhere. For this reason, Fastock is low priced.
It seems like a promising item.
We believe that Fastock has a good potential in the market and that your company has the best marketing capabilities to bring it to success.
We are always interested in expending our business especially in new areas. We would be interested in exploring with you now that such a business offers a good opportunity. But I am curious why you selected us.
We made careful study and analysis and came to the conclusion that you are our first choice. OK, here is the introductory brochure and test report for your perusal.
That is an honor. Thank you.
2. typical dialogue 1) Background information:
Promotion via telephone is a common technique. Now salesman Liang Dong is introducing carpets with traditional Chinese workmanship. Mr. Colin, foreign dealer, Salesman Liang Dong.
2) Practical dialogue Hello, Ken Colin speaking.
Good morning, this is Liang Dong, sales man of Dares Textile Group.
We’ve learned from the China textile chamber of commerce that you are in the market for all kinds of the carpets.
You mean you have carpets to sell us?
Yes, the purpose I ring you today is to introduce our carpets to you.
I’ll be pleased to have the information on your carpets.
As you know, the Chinese traditional carpets are of both artistic and practical value. Great Wall brand carpets handled by our cooperation, take on everything on supper grade woolen carpets, 80 lines woolen carpets, natural color woolen carpets, natural color animal hair rugs, and artistic tapestries. They excel in their workmanship color design and durability.
What designs do you have?
Esthetic design, Beijing design, Fleuron design, Scenery Design and Animal design.
What sizes can you make?
Sizes may be made to your order.
Will you please send me your catalogue together with the range of pamphlets for my reference?
Sure thing! Vocabulary aid Dialogue 1
Meet one’s appointment Building material Mixture
High-molecule compound Crop-stock End use Fabricate
Trade journal Environment-friendly Raw material
Promising Perusal Dialogue 2 In the market for
Artistic Take on everything of Supper grade woolen carpets
80 lines woolen carpets Natural color woolen carpets
Natural color animal hair rugs Tapestry Excel Durability
Esthetic Fleuron Scenery Pamphlet