UNIT 12 Personal Selling 人员销售
UNIT 12 人员销售 Personal Selling
Contents Section I Special Terms 2 Section Il Text Study 3 Section Ill Situational Dialogues Section IV Tasks ●
Contents Section I Special Terms 1 Section II Text Study 2 Section III Situational Dialogues 3 Section IV Tasks 4
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 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 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 Study Text A 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 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. Personal Selling Text A
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 0
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 TI Text Study New Words and Expressions concentrate motivate technically t.汇集，集中 t.激发，促成 aw,技术星 strength complex feedback ⊙ 0 n.优势 ad.复杂的 n.反馈 differential personalize arouse ad.有差别的 L.使.个人化 t激起，引起
Section II Text Study New Words and Expressions personalize vt. 使……个人化 motivate vt. 激发, 促成 strength concentrate vt. 汇集，集中 technically adv. 技术上 complex n. 优势 adj. 复杂的 feedback adj. 有差别的 differential arouse vt. 激起, 引起 n. 反馈
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. [F] 5.Many customers have little knowledge about their demand. [T]
Exercise 1 Decide whether the statements are true (T) or false (F) according to the above text. [ ] [ [ ] F ] T T [ ] [ T ] Section II Text Study F 1. Personal selling targets rich people. 2. Personal selling is a two-way marketing communication. 3. Salespersons must have a good knowledge of the products. 4. Customers often visit salespersons. 5. Many customers have little knowledge about their demand
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 sH.有差别的
Exercise 2 Match the words in the table below with their correct Chinese equivalents. Section II Text Study 1. occur 2. appropriately 3. complex 4. personalized 5. conclusion 6. differential 7. feedback 8. react A. 结论 B. 反馈 C. 使……个人化 D. 发生 E. 反应 F. 适当地 G. 复杂的 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_ranges(range)from order takers(接受者)to order getters_(get)(获得者)
Exercise 3 Fill in the blanks with the appropriate form of the words in brackets. Section II Text Study A salesperson personally (communicate) with the prospect to make the sale and build a relationship. The job of a salesperson (range) from order takers (接受者) to order (get) (获得者). ranges getters communicates