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商務(wù)英語(yǔ):如何向客戶(hù)推銷(xiāo)產(chǎn)品
Jennifer要帶加拿大客戶(hù)Bob Mckenzie先生和Andrea Lloyd小姐參觀(guān)公司的新產(chǎn)品。他當(dāng)然要借此機(jī)會(huì)大力推銷(xiāo)這項(xiàng)新開(kāi)發(fā)成功的商品。如何利用短短一兩分鐘的時(shí)間最大吸引對(duì)方的興趣,得要事先花費(fèi)一番心思了!
Mr. Mckenzie, Mr. Lloyd, let me take you to our showroom. I think you‘ll be interested in seeing some of our latest innovations in microwave ovens.
This is Action’s pride and joy, the Kitchen Master. It‘s only a prototype but it’s a prime example of our future line of smart products. We are all very excited about this oven. In trial runs, this product has performed very well.
Its main design feature, and key selling point, is the “Correct Cook” option, which uses a sensor to see if the dish has been properly cooked through and through. Basically, “Correct Cook” makes it virtually impossible to over or under cook food. You won‘t find this feature in any other microwaves.
You must admit this type of feature will appeal to the many microwave users in the West. We at Action are convinced that smart products like the Kitchen Master are the wave of the future.
Mckenzie先生、Lloyd先生,讓我?guī)Ф坏轿覀兊恼故臼覅⒂^(guān)。我想你們一定很想看看本公司最新型的微波爐。
這是“大廚師”,本公司引以為傲的產(chǎn)品。您現(xiàn)在所看到的只是個(gè)初步的樣品,但它代表我們未來(lái)智能型產(chǎn)品線(xiàn)的主力。公司全體對(duì)這個(gè)微波爐都感到十分興奮,在試用的時(shí)候,它表現(xiàn)得無(wú)懈可擊。
這項(xiàng)產(chǎn)品設(shè)計(jì)上的主要特色和賣(mài)點(diǎn),是它的“真會(huì)煮”裝置;里面裝有一個(gè)感應(yīng)器,可探察食物究竟熟了沒(méi)有。所以基本上,有了“真會(huì)煮”設(shè)計(jì)后,就不可能有食物煮得太爛或半生不熟的情況發(fā)生;這項(xiàng)特點(diǎn)是其它微波爐所沒(méi)有的。
兩位得承認(rèn),這項(xiàng)特色對(duì)西方慣用微波爐的使用者,很具吸引力。Action公司也深信,像“大廚師”這種智能型的產(chǎn)品,將會(huì)是未來(lái)的潮流趨勢(shì)。
短語(yǔ)解說(shuō)
pride and joy 最讓人引以為傲的人(事或物)
這是口語(yǔ)用詞。當(dāng)你覺(jué)得某個(gè)人的表現(xiàn)、或某件事物讓你感到驕傲和高興,而且可以拿出來(lái)炫耀的,都可以說(shuō)是你的“pride and joy”。
My department’s pride and joy has to be its latest award for productivity and efficiency.
我的部門(mén)最令人感到驕傲的,就是最近獲得了生產(chǎn)效率績(jī)優(yōu)獎(jiǎng)。
smart product 智能型產(chǎn)品
“Smart”原用來(lái)形容人,指其腦筋靈活、反應(yīng)巧妙。因此,若有一樣產(chǎn)品稱(chēng)得上“smart”,即表示它的設(shè)計(jì)和功能很靈巧,能省掉使用者很多麻煩,就像它也有腦筋一樣!如蒸汽熨斗在達(dá)到某個(gè)設(shè)定溫度后,會(huì)自動(dòng)切斷電源,即是一例。
Germany is leading the way in producing and marketing smart products.
德國(guó)在制造與行銷(xiāo)智能型產(chǎn)品方面,居領(lǐng)導(dǎo)地位。
trial run (新產(chǎn)品的)試用;測(cè)試
這個(gè)詞組有兩個(gè)意思:一指在某項(xiàng)新產(chǎn)品剛開(kāi)發(fā)完成時(shí),測(cè)試其功能,看它是否符合當(dāng)初預(yù)定的功能。一指消費(fèi)者在購(gòu)買(mǎi)產(chǎn)品之前,先試試它的功能,如果一切令人滿(mǎn)意,才決定買(mǎi)下。“trial”,嘗試。
We were very disappointed with the results from the new car‘s first trial run.
在首度試開(kāi)之后,這輛車(chē)讓我們非常失望。
selling point 賣(mài)點(diǎn)
這個(gè)詞組是銷(xiāo)售上的名詞,指一項(xiàng)商品的各個(gè)特性中,有一點(diǎn)可以強(qiáng)調(diào)出來(lái),作為吸引顧客購(gòu)買(mǎi)的重點(diǎn)特色。“Point”,重點(diǎn)。
But, sir, I cannot sell a product that has no obvious selling points. That’s impossible!
但是,先生,我沒(méi)辦法賣(mài)一項(xiàng)沒(méi)有任何突出賣(mài)點(diǎn)的產(chǎn)品呀!那是不可能的!
wave of the future 未來(lái)的潮流;趨向
這也是個(gè)口語(yǔ)說(shuō)法,表示某事或某物在將來(lái)會(huì)受重視或歡迎;同時(shí)也意味著這件事物具有創(chuàng)新性。“Wave”,波浪,潮流。
As far as I‘m concerned, economic, not military power, is the wave of the future.
就我所知,未來(lái)主導(dǎo)世界的,是經(jīng)濟(jì)實(shí)力,絕不是軍事強(qiáng)權(quán)。
句型總結(jié)
● 提議看產(chǎn)品
1. Mr. Mckenzie, let me take you to our showroom.
2. How about taking a look at our latest products in our showroom?
3. If you have time, I’d like to take you to our showroom.
與客戶(hù)討論告一段落后,可轉(zhuǎn)移話(huà)題,提議另一件事:新產(chǎn)品。用語(yǔ)以“Let me…”,“How about”或“If…, I‘d like to…”表示禮貌性的建議。
● 產(chǎn)品優(yōu)缺點(diǎn)
1. It’s only a prototype, but it‘s a prime example of our future line of smart products.
2. This oven is just an example, but it’s going to be our future line of smart products.
3. This model hasn‘t been marketed yet, but we know it’s going to be a top-seller.
在參觀(guān)者看到產(chǎn)品之前,宜先說(shuō)明該產(chǎn)品目前的狀況。所使用的句子,前半部可先說(shuō)稍有疑慮的一面(例如它只是個(gè)初步的樣品,尚未正式生產(chǎn)),接著再?gòu)?qiáng)調(diào)好的一面。主要句型的結(jié)構(gòu)是“It‘s only…, but it’s…”。
● 強(qiáng)調(diào)特性
1. Basically, “Correct Cook” makes it virtually impossible to over or under cook food.
2. Essentially, “Correct Cook” is mistake-proof.
3. The bottom line here is that “Correct Cook” is mistake-proof.
強(qiáng)調(diào)該產(chǎn)品最特殊的功能,較易讓聽(tīng)者留下深刻的印象?蛇\(yùn)用的關(guān)鍵詞有:“basically”(基本上)和“essentially”(實(shí)質(zhì)上),都是加重語(yǔ)氣的字匯。
● 吸引用戶(hù)
1. You must admit this type of feature will appeal to the many microwave users in the West.
2. You have to agree that this feature will appeal to the many users of microwaves in the West.
3. I think you have to acknowledge that this feature will appeal to the many users of microwaves in the West.
此段應(yīng)直接指出這項(xiàng)產(chǎn)品的功能,因?yàn)檫@對(duì)將來(lái)要銷(xiāo)售這項(xiàng)產(chǎn)品的兩位客戶(hù),是最具說(shuō)服力的。句型用“You must admit…”,不但加強(qiáng)說(shuō)服力,而且讓對(duì)方難以反駁。
結(jié)構(gòu)分析
在非正式的場(chǎng)合介紹產(chǎn)品時(shí),態(tài)度不宜過(guò)分積極,因?yàn)檫@樣反而會(huì)給人壓迫感。應(yīng)該抓住該項(xiàng)產(chǎn)品最出色的特性,強(qiáng)調(diào)它能提供使用者的益處,就能令參觀(guān)者留下深刻印象。
1. 邀看產(chǎn)品
以禮貌的語(yǔ)氣邀請(qǐng)對(duì)方參觀(guān)產(chǎn)品展示室。
2. 其優(yōu)缺點(diǎn)
提出產(chǎn)品的優(yōu)缺點(diǎn),可同時(shí)說(shuō)明改良的經(jīng)過(guò)。
3. 強(qiáng)調(diào)特性
強(qiáng)調(diào)產(chǎn)品最主要的特性,以及該特性帶給使用者的好處。
4. 產(chǎn)品潛力
以婉轉(zhuǎn)而具說(shuō)服力的語(yǔ)句重申該項(xiàng)產(chǎn)品將帶來(lái)的利益。
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