新编剑桥商务英语(高级)第三版4.1

The art of selling

Selling

1 What do these quotations suggest are the qualities of a successful salesmen? ‘Your attitude, not your aptitude, will determine your altitude.’

'People don't buy for logical reason. They buy for emotional reasons.'

'Failure is a detour, not a dead-end street’.

'People often say that motivation doesn't last. Well, neither does bathing–that’s why we recommend it daily.'

‘The complaining customer represent a huge opportunity for more business.'

Zig Ziglar , author of Secrets of Closing the Sale

2 Have you ever sold anything? Do you consider yourself to be good at selling?

Why?/Why not?

3 Complete this short article about the importance of selling using the words given

below.

There is so much competition in the market place today, particularly (0) price competition, that it is unusual for a seller to be able to find a (1)___selling point or a

(2)___advantage with which to convince the customer. Instead he has to rely on using

(3)___ benefits and/or giving (4)___value to the customer through (5) ___service. This makes the job of the seller all the more Important. What he has to do is identify the real decision (6)___in the buying process and then act quickly on a buying signal.

A buying signal la when the (7)__customer gives a sign to the seller that he is open to being sold the product or service.

4 Look at these statements by different prospective buyers of a car. Imagine you are

the sales person at a car dealer's dealing with them. What would you say or do next to try to close the sale.

1 'I really like the car, but it's a bit outside my budget’.

2 It's got everything I want, but silver is not the color I had in mind’.

3 I’m really confused about all these extra options - I just wanted to buy a car, not a spaceship!'

4 'Thank you for your time. I'm going to go away and think about it’.

5 'I've always had VW, I don't know if this car suits my image.'

Sales techniques