新编剑桥商务英语(高级)第三版4.1

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1、TheartofsellingSelling1Whatdothesequotationssuggestarethequalitiesofasuccessfulsalesmen?‘Yourattitude,notyouraptitude,willdetermineyouraltitude.’'Peopledon'tbuyforlogicalreason.Theybuyforemotionalreasons.''Failureisadetour,notadead-endstreet’.'Peopleoftensaythatmotivati

2、ondoesn'tlast.Well,neitherdoesbathing–that’swhywerecommenditdaily.'‘Thecomplainingcustomerrepresentahugeopportunityformorebusiness.'ZigZiglar,authorofSecretsofClosingtheSale2Haveyoueversoldanything?Doyouconsideryourselftobegoodatselling?Why?/Whynot?3Completethisshortart

3、icleabouttheimportanceofsellingusingthewordsgivenbelow.prospectiveemotionaluniquecompetitivepricemakeraddedafter-salesThereissomuchcompetitioninthemarketplacetoday,particularly(0)pricecompetition,thatitisunusualforasellertobeabletofinda(1)___sellingpointora(2)___advanta

4、gewithwhichtoconvincethecustomer.Insteadhehastorelyonusing(3)___benefitsand/orgiving(4)___valuetothecustomerthrough(5)___service.ThismakesthejobofthesellerallthemoreImportant.Whathehastodoisidentifytherealdecision(6)___inthebuyingprocessandthenactquicklyonabuyingsignal.

5、Abuyingsignallawhenthe(7)__customergivesasigntothesellerthatheisopentobeingsoldtheproductorservice.4Lookatthesestatementsbydifferentprospectivebuyersofacar.Imagineyouarethesalespersonatacardealer'sdealingwiththem.Whatwouldyousayordonexttotrytoclosethesale.1'Ireallyliket

6、hecar,butit'sabitoutsidemybudget’.2It'sgoteverythingIwant,butsilverisnotthecolorIhadinmind’.3I’mreallyconfusedaboutalltheseextraoptions-Ijustwantedtobuyacar,notaspaceship!'4'Thankyouforyourtime.I'mgoingtogoawayandthinkaboutit’.5'I'vealwayshadVW,Idon'tknowifthiscarsuitsm

7、yimage.'Salestechniques1Workwithyourpartner.Makealistofthemainreasonsforacustomerdecidingnottobuyaproductorservice.2CompareyouranswerwithZigZiglar’sonpage127.74.1ListentoanextractfromaradioseriesAtWorkwherepeopletalkabouttheirworkingexperiences.Inthisprogrammetwosalespe

8、opledescribetheirapproachtoselling.1Whataretheyselling?2Whatistheapproachofeach?3Whataretheadvantagesanddisadv