Transcript PowerPoint Template

UNIT 12
Personal Selling
人员销售
Contents
1
2
3
4
Section I Special Terms
Section II Text Study
Section III Situational Dialogues
Section IV Tasks
Section I Special Terms
Personal Selling
It refers to selling that involves a face-to-face interaction
with the customer.
人员推销
人员推销是企业运用推销人员直接向顾客面对面地推销商品和服务
的一种促销活动。在人员推销活动中，推销人员、推销对象和推销品是
三个基本要素。
Section II
Text Study
Pre-reading questions
1. What is personal selling?
2. In what situation is personal selling most appropriately
used?
3. What are the advantages of personal selling?
Section II
Text A
Text Study
Personal Selling
Personal selling occurs where an individual salesperson
sells a product, service or solution to a client. It is most
appropriately used in situations where the target market is
concentrated, where products are high in value or orders
are large, when the product is technically complex, or when
the differential advantage is difficult to explain.
Personal selling is unique because it involves personal
contact. It is a two-way marketing communication. It follows
the AIDA model, which defines the stages a receiver would
go through. The steps in AIDA are to gain the receiver’s
attention, to create and hold the receiver’s interest, to arouse
desire, and to motivate a desired action.
Section II
Text Study
Personal selling is the tool that most often brings the buying
decision process to a satisfactory conclusion for both buyer and seller.
The strength of personal selling is that it is flexible and provides
immediate feedback. The salesperson can ask questions to determine
the prospect’s level of interest and react quickly to the prospect’s wants.
The sales presentation can be personalized based upon those wants.
Many customers don’t know what they want, and part of the
salesperson’s responsibility is to help them find out how the product can
solve their problems or satisfy their wants.
Section II
Text Study
New Words and Expressions
concentrate
vt. 汇集，集中
strength
n. 优势
differential
adj. 有差别的
motivate
vt. 激发, 促成
complex
adj. 复杂的
technically
adv. 技术上
feedback
n. 反馈
personalize
arouse
vt. 使……个人化
vt. 激起, 引起
Section II
Text Study
Exercise 1 Decide whether the statements are true (T) or false (F)
according to the above text.
1. Personal selling targets rich people.
[F ]
2. Personal selling is a two-way marketing
communication.
[ T ]
3. Salespersons must have a good knowledge of the
products.
[ T ]
4. Customers often visit salespersons.
5. Many customers have little knowledge about their
demand.
[ F ]
[ T ]
Section II
Text Study
Exercise 2 Match the words in the table below with their correct
Chinese equivalents.
1. occur
A. 结论
2. appropriately
B. 反馈
3. complex
C. 使……个人化
4. personalized
D. 发生
5. conclusion
E. 反应
6. differential
F. 适当地
7. feedback
G. 复杂的
8. react
H. 有差别的
Section II
Text Study
Exercise 3
Fill in the blanks with the appropriate form of the words in brackets.
A salesperson personally
communicates
(communicate)
with the prospect to make the sale and build a relationship. The job
of a salesperson
order
getters
ranges
(range) from order takers (接受者) to
(get) (获得者).
Section II
Text B
Text Study
Different Selling Languages
Smith has been using the same car for ten years. Many salesmen have
visited him, persuaded him to change a new one.
One salesman said, “This car can easily get involved in traffic
accidents. You should change a new one as soon as possible. I would like
to recommend one suitable for you.” Smith was unhappy to hear that
because he has never had an accident before.
Another salesman visited him the next month. “The repair fee should
be very high as the age of your car is over ten years. Once there is a
problem, it might cause inconvenience.” He said. Smith didn’t agree with
him because he can repair the car by himself.
Section II
Text Study
The third salesman came to his house. “Oh, Smith, your car is out of
fashion, just like your house...” Smith drummed him out (赶走) angrily.
Section II
Text Study
A few days later, Smith drove his car to a car market. A middle-aged
sales manager got close to his car. He said, “Well, it was one of the best
selling cars several years ago. I used to drive this. It has a sound reputation
for performance.” Smith was very happy to hear that. Nobody praised his
car for a long time. Almost all people persuaded him to buy a new one. “I
think it is a pity to change it right now. It will still work well for at least half a
year.” The man talked to Smith. In fact, Smith wanted to change his car. “But
I want to change a new one now. Do you have any new model of this
brand?” Smith said decidedly (坚决地).
Section II
Text Study
Exercise 4
Decide whether the statements are true (T) or false (F) according to
the above text.
1. Smith couldn’t afford to buy a new car.
[F ]
2. Smith’s car always got something wrong.
[ F ]
3. Smith decided to buy a new car finally.
[ T ]
Section III Situational Dialogues
Dialogue 1
Advantages of Personal Selling
Liu is a new employee of ABC Company. Today he has a talk with
Steven, the marketing manager.
Liu: Hello, Steven. May I ask you some questions about personal selling?
Steven: Sure!
Liu: What are the advantages of personal selling?
Steven: Buyer and seller can talk freely together. That is a key point.
Liu: It’s helpful to set up a direct and friendly relationship. Am I right?
Steven: Yes. The salesperson may view the motivation (动机) and the
attitude of the customers.
Section III Situational Dialogues
Liu: The salesperson can explain and solve some problems right away.
Steven: It’s hard for the salesperson to visit each of the potential customers.
He could choose some people he is willing to visit.
Liu: I am always confused about finding the suitable customers.
Steven: The salesperson can target some valuable customers but not every
one. By the way, it also depends on how you define the “suitable”.
Liu: Advertising and other promotion means can not achieve this. What
about other advantages?
Steven: The salesperson can do many jobs, including looking for customers,
contact with them, negotiation, and closing the sale.
Section III Situational Dialogues
Liu: I agree. Customers feel it convenient if the business is done between
two persons.
Steven: What’s more, experienced salespersons can easily establish good
relationship with customers, not just a one-shot deal.
Section III Situational Dialogues
Dialogue 2
Selling Life Insurance
Espen is a life insurance salesman. He pays a visit
to Jack’s house in the evening.
Espen: Good evening, Sir. I am from the Peace Insurance Company.
Here is my business card.
Jack: You are selling insurance! Oh, I am afraid that I am a bit tired today.
Espen: Am I bothering (打扰) you? I hope what I’ll offer you may make up
for it.
Jack: Oh, no, no! What do you want to sell?
Espen: Have you ever talked with any salesperson of insurance recently?
Jack: No.
Espen: Have you bought any insurance?
Jack: No.
Section III Situational Dialogues
Espen: May I ask you a private (私人的) question?
Jack: Mm.
Espen: Do you have any children?
Jack: Yeah.
Espen: Who loves your wife more? You or your kid?
Jack: Interesting question. Both!
Espen: Women’s Day is coming. Do you want to give your wife a gift?
Jack: What is your advice?
Espen: I don’t know what gifts you want to buy, but I bring a gift for you,
an apple. I hope you like it.
Jack: Thank you! Why do you give me this?
Section III Situational Dialogues
Espen: An apple is not only a favorite fruit. But I also want to mention
something else. As the story tells us, a falling apple hit Newton on the
head, which encouraged him to find out the gravity theory (引力理论).
I hope the apple will also help you find out the best way to ease the
gravity (严重性) of your family’s insecurity.
Jack: Sounds interesting. Well, this is a good gift. Would you please
explain the details of your product?
Espen: Of course.
Section III Situational Dialogues
Exercise 5
Answer the following questions according to the dialogues.
1. Who is Liu?
He is a new employee of ABC Company.
2. Is personal selling helpful to set up a direct
relationship with customers.
Yes. Because the salesperson can
communicate with customers face to face.
Section III Situational Dialogues
Exercise 5
Answer the following questions according to the dialogues.
3. Who is Espen?
He is a life insurance salesman.
4. What do you think about Espen?
He is an excellent salesperson, very
persuasive.
5. What gift will Jack finally buy for his family?
Life insurance.
Section III Situational Dialogues
Exercise 6 Translate the following five stages of personal
selling into Chinese.
Personal selling involves five stages as follows:
Stage One— finding prospects (or
potential new customers)
Stage One——发现潜在顾客
Stage Two —Marking First Contact
Stage Two——第一次接触
Stage Three—The Sales Call (or
Sales Presentation)
Stage Three——销售电话（或销售展示
Stage Four—Solving Difficulties
Stage Four——解决困难
Stage Five—Closing the Sale
Stage Five——结束交易
）
Section III Situational Dialogues
Marketing Skills
Understand your customers, and learn to be a good listener.
读懂你的客人，学会聆听别人。
你生活的周围，都能成为你的营销范围。在你选定目标客户之前，多方搜集客户的
信息，如职业、收入、文化程度，嗜好等。对其有初步的了解后，再制订工作方案，如见
到客户时先讲什么？后讲什么？如何向他销售？ List all thequestions you want to ask
your customers before your meeting.
生意谈成前，争取让他/她连续说几个“是”或“对”。那么，当你问最后一个问题
时：Shall we sign the contract now? And the most likely answer is: Yes!
成功的销售可以在几分钟内敲定。A good deal can be fixed within minutes. 但是 It will be
very tough afterward. 要做好应有的心理准备。
谈话的时候，注意要聆听客户的意见。Learn to be a good listener.
Section IV Tasks
Exercise 7
Fill in the blanks with the proper words given in the box.
meet you again
your company makes
each other
Surprised to meet you here
in recent years
Run Into a Client
Zhang runs into an old business friend, Steven, in the street.
Zhang: Hi, Steven, long time no see! 1) Surprised to meet you here
.
Steven: Good morning, Mr. Zhang. Nice to see you here! How is your
business? Are you still selling...?
Zhang: Steven, I am very glad to 2) meet you again . I have changed my
job. Now I am a sales manager of a multinational company. Here is my
business card.
Section IV Tasks
Steven: (looking at the business card) Oh, Mr. Zhang, you are really very
successful. Let me know what products 3) your company makes .
Zhang: Well, sporting goods. To my knowledge, you are a wholesaler of
sporting goods.
Steven: Yeah. We have opened many new shops 4) in recent years
.
Zhang: Shall we have a cup of coffee? Steven, I want to show you the
catalogue.
Steven: Why not?
Zhang: How about the White Swan Hotel? The first time we got to know
5) each other
.
Steven: Good idea.
Section IV Tasks
Exercise 8 Complete the following dialogue.
Buying Souvenirs
Ann will leave for America tomorrow. Miss Zeng accompanies her to buy
some souvenirs.
Ann:
Hi! Miss Zeng
(你好! 曾小姐), Beijing
is really a shopping paradise! I have no idea
what souvenirs I shall buy for my colleagues.
Zeng: To my knowledge, Chinese arts and
crafts, textiles, pottery and porcelain (陶瓷)
are very popular to foreign tourists.
Section IV Tasks
Ann: Those are really excellent gifts. It is easy to find something for my
colleagues, but
not quite so
Zeng: Is your boss male or
(一点儿也不容易) for my manager.
female
(女性)?
Ann: A young lady.
Zeng: She might like jewelry. Come on, this way.
Ann: Wow, look at this jewelry. They look
so nice
(真不错)!
Zeng: You may buy this for your boss.
Ann: Are you kidding
much is this necklace?
Salesgirl: Three hundred.
(你开玩笑吧)! That’s far beyond my budget. How
Section IV Tasks
Ann: I think three hundred dollars is still a bit too expensive
(昂贵).
Salesgirl: Three hundred Yuan each.
Ann: 300 RMB each?
Are they real
(是真品吗)?
Salesgirl: They are copies (复制品).
Ann: But I can’t recognize that at all. Ha! Ha! Only experts could judge
that. My boss will be very happy to receive this gift. Well. I will take it!
Section IV Tasks
Exercise 9 Imagine you are a salesperson of a gym club. How
can you sell the gym membership card?
I will sell the gym card in the following ways:
1. I will target the white-collar people. They work very hard. Gym
exercise is necessary to them.
2. I will go to the office districts to sell the gym cards. The period
from 5:00 p.m. to 6:30 p.m. should be a convenient time to meet
my prospects.
Section IV Tasks
3.
I will also sell the cards in front of the
shopping centers. It is always crowded
there.
4.
I will wear sport suits and gym shoes when
I sell the cards. Professional wearing will
help me promote these products.
Section IV Tasks
推销员
一般来说，顾客都不太欢迎推销人员来访。以前，在国外有的机构门口，
甚至挂着这样的牌子：“推销员、狗、小偷、闲人，请勿入内”。
推销员在推销商品的同时也在推销自己。所以，推销员必须有良好的气
质和职业素养，仪表端庄、热情大方，必须具有一定的沟通和社交能力，能
够与各种各样的人打交道，善于倾听和说服，具备自我控制的能力。
在推销过程中，买卖双方当面洽谈，易于形成一种直接而友好的相互关
系。通过交谈和观察，推销员可以掌握顾客的购买动机，有针对性地从某个
侧面介绍商品特点和功能，抓住有利时机促成交易；可以根据顾客的态度和
特点，有针对性地采取必要的协调行动，满足顾客需要。