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Sales and promotion

8.8.2018, , Zdroj: Verlag Dashöfer

1701
Sales and promotion

Edward Thomas

1. SALES

Read what Harry Ardsell has to say about sales. The paragraphs of his description of sales are mixed up. Can you reorganise them into the correct sequence? The answers are on the next page.

A) „Naturally, there are differences in the types of sales - for example in business to business the aims are much more to do with repeat customers and developing a fully reciprocal relationship with prospects for both sides so that you're always looking forward to future business.

B) Me, I've been in all types of sales - direct sales when I worked as a representative, cold calling where I tried to arrange appointments to discuss products, telesales, business to business sales where you get to know people over years perhaps.

C) As the bargaining process gets more developed, it becomes more of a negotiation, so with repeat customers his technique will be more negotiative. He will receive feedback, offer expertise and give advice to the buyer - free services which he hopes will produce increased sales through their ongoing cooperation and developing trust.

D) A good sales person begins with a sale pitch, which is at minimum his analysis of the product he is selling translated into the possible needs of the buyer, and at best a combination of this with his assessment of the buyer he is dealing with. This is intended to open a discussion. After he has got the buyer's interest, he will perhaps offer discounts and start to bargain with the buyer as he tries to close the deal.

E) I've enjoyed them all, mainly I think because common to all of them is the human factor- you have to tailor your approach, to receive feedback, to adapt to the buyer's needs, and establish a relationship.

F) So in the end, as I said, sale is about relationships. Good sale is about helping people to help yourself, and that's what I, Harry Ardsell, aim for.

G) What qualities do you need for that? You need to be a good listener, a problem solver and sincerely interested in your customer. This is in order to identify their needs, offer a solution and win their trust.”

Correct answers are here1

2. VOCABULARY CHECK

Look at the nouns in the table below. They are taken from the article in Advertising 1. Can you connect them with the right descriptions? They are all key terms from sales.


1) Cold calling a) price reductions offered to a buyer to help the chances of a sale.
2) A representative b) discussions where each side can change their positions to get a better deal.
3) Telesales c) ongoing partnerships where both sides get something that they need.
4) Business to business sales d) a salesman or woman who is employed by a company to sell its products.
5) Repeat customers e) someone who might purchase a company's products.
6) Feedback f) selling to corporate clients rather than the general public.
7) Reciprocal relationships g) future possibilities of doing business with someone.
8) Sales pitch h) sales that involve calling people and trying to sell over the phone.
9) Buyer i) contacting possible buyers who are not expecting it, hoping to organise a meeting at a later time.
10) Discounts j) the basic offer which a salesman explains to a possible buyer.
11) Prospects k) the buyer giving the salesman information about his or her needs and their experience with the salesman's product.
12) Bargaining l) people who return again and again to buy things from the same company.

Correct answers are here2

3. HOW TO DO SALES

Look at the sentences which follow the two boxes below. Can you match verbs and nouns and put them in the correct spaces? Remember that it's possible some verbs could fit more than one noun, so there could be a couple of correct ways to fill the gaps. Using each verb and noun only once, try to get the ideal combinations so that all the sentences work properly.


arrange, discuss, receive, give, offer, open, tailor, adapt, develop, meet, establish, identify
appointment, products, feedback, advice, expertise, discussion, approach, requirements, relationship, needs


A) „Is it possible that we could 1. …………………………… an …………………………… so that we can meet and have a few minutes to 2. …………………………… some of our ……………………………?”

B) „One of the reasons why it would be good to meet in person is that I would be able to 3. …………………………… …………………………… from you about the products that we sold you last year, and at the same time I would be able to 4. …………………………… you some …………………………… on how best to use them in your business.”

C) „So, what kinds of 5. …………………………… are our advisors able to ……………………………? Well, we have people who specialise in computer installation, we have software experts, training specialists, and experienced trouble-shooters. We can find you the right person to 6. …………………………… your …………………………….”

D) „as a salesman, you first goal should be to 7. …………………………… a …………………………… with a potential buyer. When you start talking to a buyer, your opportunity begins.”

E) „You have to learn to 8. …………………………… your approach to the customer - that means first of all to 9. …………………………… some …………………………… which you think you can satisfy. If your 10. …………………………… doesn't seem to be working, you might need to …………………………… it.

F) When you have 11. …………………………… a …………………………… you then need to think of ways that you can 12. …………………………… it. Remember that ongoing relationships = repeat business = stable or increasing sales!

Correct answers are here3

4. SALES: BAD, GOOD, AND VISIONARY

Rich Target is an experienced salesperson. Below you can read his ideas about sales. Why do you think sales people are often seen negatively by the public? Answer true or false to the statements which follow Rich's comments.

„Salespeople often have a negative image - actually, some salespeople deserve their reputation.

There are two causes of this negativity: personal character and environment. The high-pressure sales environment of cars, for example, is a bad environment. Even nice people have to sell within a poor system of sales..

Negative personal character may allow a person to say anything - even lie - to close a deal. This often happens in situations where a customer isn't usually expected to make a repeat purchase in the near future. How many sofas or how many metres of carpet does the average person purchase in five years? Does the salesman involved ever need to see them again?

The “say anything to make a sale“ mentality also exists where sales employee turnover is high- car dealerships, again, are an example. I make a habit of asking them how long they have worked at the dealership when I visit- more than 75% say less than three years.

One key difference between selling services and selling cars is that service salesmen want customers to be long term, to order again repeatedly over time. A company can't afford sales people that will say or do anything to close the deal.

Making a sale isn't simply about contacting a prospect and making a pitch. It's the view a prospect develops of your company that is important. Every person in your company contributes something to that view.

Some leaders fail to have the right company-wide sales strategy, considering these facts. In the real world you may have a super product but without a company-wide sales mentality, you may not get the business you need over time.

If you want a good example of a sales and marketing mind, look at Steve Jobs of Apple. His development of a company-wide sales strategy meant that Apple gained new markets and each market supported the other market- itunes, the ipod, the AppleMac; each development organically connected to the other, selling together and selling well!”

Now scroll down to answer True or False to statements about Rich's point of view.

True or False?

1) Nice people generally don't go into car sales.

2) Much of the problem is in areas where sales are infrequent.

3) Sales people who don't work long in a job tend to be more honest.

4) Service salesmen need long term relationships with clients.

5) Reputation is important to a salesman of carpets or sofas.

6) Selling is about identifying a possible client and introducing oneself.

7) The whole company should be involved in sales.

8) Great products sell themselves.

9) Sales and marketing are divided in successful modern companies.

10) Products which

 
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