Read and translate the text about sales techniques.

 

· Sales - товарооборот, объем продаж [сбыта]

· sales technique - 1) метод продаж [сбыта] (способ реализации товаров); 2), методика торговли, техника продаж (совокупность приемов и способов, с помощью которых осуществляется процесс продажи товаров)

· benefit - выгода; польза; прибыль; преимущество; benefits - льготы, услуги; привилегии

· features - свойства; feature - особенность, характерная черта

· total sales — общий объем сбыта; to decline/increase – снижение

· USP - abbreviation for unique selling point: a characteristic of a product that can be used in advertising to differentiate it from its competitors

 

Sales Techniques

 

А Sell benefits, not features

When you are selling, the customer doesn't want to know about the features of a product. They want to know how it is going to benefit them. Is it going to make them more attractive? Or save time? Or help them to work more efficiently?

B Differentiate your product

You must come up with at least three ways in which your product is different from the competition. These are called USPs - Unique Selling Points. For example, your product could be faster, cheaper, and smaller than the competition.

 

C Meet your customer face-to-face

You need to meet your customers, especially if you are new. It is not worth spending a fortune on newspaper advertising or direct mailing for first-time entrepreneurs.

 

D Let the customer tell you what they want

You need to understand your customer before you can sell him or her something. Don't start 'selling' something until your customer has talked about themselves.

Е Learn to listen

Sales people who do most of the talking usually lose the sale! Listen carefully and don't jump to conclusions. Take notes and concentrate on what your customer is saying. Find out what your customer really wants by asking lots of questions.

 

F Sell to people who buy

If you are trying to sell a product, don't try and sell it to someone who has never bought it before. Sell your product to someone who already has one. Show your clients how yours is superior to the competition.

 

G Turn your customers into salespeople

If your customers are happy, they are going to tell other people. Nearly 85% of sales are the result of word of mouth. So think about how you can create satisfied customers. They will do your advertising for you!

 

Find words and expressions that mean the following

 

a distinctive parts or aspects of something (paragraph A)

b to make something different from other things (B)

c sending adverts through the post (C)

d to decide too soon that something is true (E)

e better than (F)

f being told about something, rather than reading about it (G)

 

3. Retell the text ‘Sales Techniques”.

Task X

 

1. Read about Ann Hyssop and Stephen Nichol. They are talking about customer services provided by First Direct bank and a multinational retailer Marks & Spencer.

 

Int. = Interviewer

AH = Ann Hyssop

SN = Stephen Nichol

 

Int.: So, Ann and Stephen. I'd like to ask you some questions about customer service. Are there any companies which you are loyal to?

AH: I am fantastically loyal to Marks & Spencer.

SN: I'm also quite loyal to Marks & Spencer. If you buy presents for people and they don't like them, they can take the things back and they can exchange them.

Int.: So what's the attitude of the staff like at Marks and Spencer's?

AH: Friendly...

SN: Yeah

AH: helpful…

SN: professional

AH: co-operative, loyal to their company. They obviously enjoy working there most of the time. Yeah I don't know how they manage it, but they have a very friendly staff.

Int.:  What about the quality of their products?

AH:  Fantastic.

Int.:  Are there any other companies which you're very loyal to?

SN:  One company that I am loyal to, I think, is my bank which is First Direct.

Int.:  And why's that?

SN:  Well, first of all they're extremely convenient to use. I do all my banking over the phone and I can do this at any time of the day. I can find out how much money there is in my account, I can pay all my bills. I don't send any bills through the mail and also they're very professional, they're very friendly.

 

2. Who is loyal to Marks & Spencer?

 

a Ann             b Stephen            с Ann and Stephen

 

3. Which words do Ann and Stephen use to describe the staff at Marks & Spencer?

a friendly                                    e professional

b courteous                                f well-dressed

с helpful                                    g co-operative

d quick                                      h loyal to the company