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1、Unit 6 Personal SellingServices,市场营销英语 English for Sales and Marketing,- 2 -,2019/6/30,Contents,Warming-up,Reading A,Listening,Reading B,Writing,Project,Vocabulary and Structure,Speaking,- 3 -,2019/6/30,Warming-up Activity,- 4 -,2019/6/30,Warming-up: Task 1,Comments are welcome. This is an open answ
2、er question.,- 5 -,2019/6/30,Warming-up: Task 2,Dos: Actively help customers solve problems. Be honest. Be professional. Donts: Ignore customers objections. Cheat customers.,- 6 -,2019/6/30,Reading Activity A,For background information, click HERE.,- 7 -,2019/6/30,Reading A: Backdrop,Emerging market
3、 The business model of an insurance company is closely linked to the types of products it sells. It is therefore easiest to use a product segmentation to describe the different insurance business models. Typically two types of insurance companies are distinguished. Life insurance companies sell insu
4、rance policies related to a persons life. Non-life insurance is quite a broad definition, but covers all insurance policies that are not directly related to an individuals life. This means that non-life insurance companies can be health insurance companies, but also property and casualty insurance c
5、ompanies.,- 8 -,2019/6/30,Reading A:,翻译,- 9 -,2019/6/30,Reading A:,翻译,- 10 -,2019/6/30,Reading A:,翻译,- 11 -,2019/6/30,Reading A: Task 1,Before reading the passage, work in pairs to discuss the following questions. 1. What is the target market of life insurance? - 1. Life insurance is generally desig
6、ned for younger working people with families. 2. What qualities are required for a successful life insurance salesperson? - 2. Selling life insurance requires hard work, diligence, perseverance, and ongoing education, training and professional development.,- 12 -,2019/6/30,Reading A: Task 2,- 13 -,2
7、019/6/30,Reading A: Task 3,- 14 -,2019/6/30,Reading A: Task 4,Read the passage again and answer the following questions. 1. What are the specific challenges for life insurance salespeople according to the passage? - The challenges include persuading people to confront their own mortality and the cer
8、tainty of death, and ultimately to put down their hard-earned after-tax dollars to benefit other people after they themselves are dead; persuading them to talk honestly about their spouses, children, people they love and people they dont, health, assets and debts, successes and failures, and what th
9、eyd like to have happen after they are gone.,2. What is the 10:3:1 rule that has been proven to be general in life insurance selling? - The 10:3:1 rule says that on average, for every 10 prospects you reach, three will express serious interest, and one will buy.,3. What are the effective ways to rea
10、ch a defined market according to the passage? - Direct marketing, targeted marketing, well-positioned advertising, and leveraging insurance company promotions can also help you achieve success. Email newsletters and Internet-based social networking tools are effective ways to reach a defined market.
11、,- 15 -,2019/6/30,Listening Activities,- 16 -,2019/6/30,Listening task 1,From: Wang Feng For: Ms. Black Message: An appointment with Wang Feng from United Health Insurance Time: At 3 oclock on Monday afternoon,- 17 -,2019/6/30,Listening task 2,Mary, the Sales Manager of the United Health Insurance C
12、ompany, is talking wit Wang Feng. Listen to the conversation and answer the following questions.,1. What is Wang Feng not sure about? - Wang Feng is not sure about which strategy to employ.,2. What makes Wang Feng believe the Manager of ACME is interested in the offer? - The manager at ACME isnt enr
13、olled in any form of employee insurance plans.,3. What does Wang Feng think ACME will do because of business expansion? - He thinks ACME will push for discounts.,4. What should ACME do if they want to get a price discount of 15 percent? - ACME will have to pay for additional products, such as Hospit
14、al Cash Back Insurance and Business Travel Accident Insurance.,- 18 -,2019/6/30,Listening task 3,- 19 -,2019/6/30,Listening task 4,1. F 2. F 3. F 4. T,- 20 -,2019/6/30,Listening task 5,- 21 -,2019/6/30,Speaking Activities,- 22 -,2019/6/30,Speaking task 1,Situation 1 A: Good morning. Can I help you?
15、B: Good morning. This is Rebecca Park. May I speak to Mr. Johnson please? A: Im afraid he isnt in his office right now. Do you have an appointment? B: No. Id like to know when he will be back. Id like to talk some important things with him. A: Would this afternoon be convenient for you? B: Yes, I wi
16、ll call again this afternoon.,Situation 2 A: Hello. Daniel Wong speaking. B: Hello, Mr. Wong. This is Rebecca Park speaking. I have an appointment with Mr. Johnson earlier this week. Could you put me through to him, please? A: OK. Hold on, please. I will put you through. C: Good morning, this is Pet
17、er Johnson. B: Hello, Mr. Johnson. I have something very interesting to show you. Shall we set a time for a meeting this afternoon? C: Im afraid I havent enough time all day today.,- 23 -,2019/6/30,Speaking task 2,A: Good morning. Im Mary from KJ Company. B: Good morning. Welcome to our company. A:
18、We have a new insurance product for your employees. B: Id like to know how we can benefit from providing insurance for our employees. A: It will save you much money if your employees suffer diseases. B: How much do you charge for Type A? A: Its $8,000 for 200 employees. We can give you a 10% discoun
19、t if you order before 31 December. B: We have more than 300 people working in this building. Could you give a higher discount? A: I understand this is such a major order. But this discount is the highest we can offer. B: OK. I will buy it.,- 24 -,2019/6/30,Speaking task 3,A: Star Travel Agency. How
20、can I help you? B: I want to know if you offer guided tours of Dalian. A: Yes. We offer a comprehensive program typically for a group of no more than 16 travelers. B: Well, in fact my wife and I are looking for honeymoon tours. A: We offer a wide range of special tours, including five kinds of honey
21、 moon tours within the city. B: Thats great. We are on a tight budget, so well choose the cheapest one. Does the price include the trip accommodation? A: Yes. When do you want to start the tour? B: Next Wednesday. A: OK. Our bus will pick you up then.,- 25 -,2019/6/30,Speaking task 4,Situation 1 A:
22、Why do the waiters always let me wait? B: Im terribly sorry. Ill tell them to hurry up. Situation 2 A: The bathroom in my room is very dirty. B: Im extremely sorry. Ill send someone to clean it immediately. Situation 3 A: My secretary made a reservation for me last week, but your receptionist said t
23、here is no available room. B: Ill check for you. If its our mistake, well give you satisfied compensation.,- 26 -,2019/6/30,Reading Activity B,- 27 -,2019/6/30,Reading B,翻译,- 28 -,2019/6/30,Reading B,翻译,- 29 -,2019/6/30,Reading B,翻译,- 30 -,2019/6/30,Reading B: Task 1,1. T 2. F 3. F 4. F 5. T,- 31 -,
24、2019/6/30,Reading B: Task 2,1. N 2. N 3. Y 4. Y 5. Y,- 32 -,2019/6/30,Reading B: Task 3,很多人不喜欢陌生推销电话。他们视其为一场战争，在战争中他们一定要在多轮角逐中获胜才能赢得战争。这种关于陌生电话推销的认识有失偏颇，现实销售的情况并非如此。陌生推销电话仅仅是一种由销售代表实施完成的广告活动而已。广告旨在鉴定或吸引潜在顾客。如同报纸或公告牌一样，你在电话推销过程中只需吸引人们的注意就可以了。如果他们暂时不想要或者不需要你销售的产品或服务，那也没什么。,- 33 -,2019/6/30,Writing,Dea
25、r Ms Brown, Please accept my apology for the inconvenience you experienced because of the wrong itinerary delivered to you last week. What happened on that day was that we were terribly understaffed for a group of 200 people coming from Italy. If you choose our service the next time, youll see impro
26、vements in our workflow. Also, we will send you a free coupon for any of our Lake Area tours. Thank you for calling our attention to his matter. I look forward to your next visit. Yours sincerely, Zhang Qian,- 34 -,2019/6/30,Project,This project enables Ss to go through the process of handling custo
27、mer complaints. Ss will work in groups. First, they have to choose a typical situation to work on. Then they should find out ways to solve the problems. Finally, Ss should write a reply letter. In order to do it well, Ss should use what theyve learned from previous activities.,- 35 -,2019/6/30,Readi
28、ng A: Translation,如何销售人寿保险 销售人寿保险会给销售人员带来可怕的挑战。试想他们要完成的任务：让人们正视死亡以及人人必死的事实，并最终说服他们用自己的血汗钱于死后为他人谋取利益；要说服他们坦诚地谈及其配偶、子女、他们所爱之人和不爱的人、健康状况、资产及债务、成功与失败，以及他们离世后希望发生什么。 转弊为利 你在推销寿险时，需要随机善变，准备扮演多重角色。这是一个微妙而又棘手的问题。 不过，推销寿险的奇妙之处在于，那些令你感到困难的因素，也可以让你成功。因为每个人都可能成为你的潜在寿险客户，如果你接触足够多的人，就会有许多人回应。,- 36 -,2019/6/30,Rea
29、ding A: Translation,数量至胜 寿险领域盛传10:3:1比率。这是一则久经考验和证实，且基于数十年的研究和实践而得出的比率。意思是说，一般而言，每十个你接触的潜在客户中，会有三人表示非常关注，有一人决定购买。这已被证明是销售保险的一般规则。 当然，任何一位雄心勃勃的寿险代理都努力超越这一比率所代表的一般水平。如果你能够将目标市场定位于较富裕的潜在客户，或者集中精力于某一细分市场（如企业主），或者擅长某一特定职业（如医生），那么你就可以超过该比率。即便是该比率发生很小幅度的改善，例如提升至10:5:2，都意味着你的业绩成倍增长。,- 37 -,2019/6/30,Reading
30、 A: Translation,保持创新 直销、目标营销、定位准确的广告以及有效配合保险公司的促销活动都可以帮助你实现目标。电子邮件形式的新闻简报以及基于互联网的社群网络都是帮助你进入目标市场的有效手段。 你可以在当地教堂举办研讨会和演讲，参加社区活动并赞助社区体育团队以及参加贸易展。任何你能做到的可以增加你自身知名度的事情最终都会为你带来回报。 所有这些技巧和策略如果能够搭配起来长期坚持使用，必然会让你成为业内受人尊崇的顾问和导师、所在社区的重要成员和一位成功的销售员。,- 38 -,2019/6/30,Listening task 1 Script,Lily: ACME Company.
31、Lily speaking. How can I help you? Wang Feng: Good morning. My name is Wang Feng from United Health Insurance. Would you help me schedule an appointment with your Manager Ms. Black, please? Lily: May I ask what it is about? Wang Feng: Yes, of course. Did you receive the brochure we sent out on busin
32、ess health insurance benefits? Lily: Yes, the brochure came in the mail on Thursday, but I dont suppose Ms. Black has had the time to read it yet. Wang Feng: Yes, I understand. Do you think you can fit me in Ms. Blacks schedule sometime next week? Lily: Let me check. Yes, would 3 oclock on Monday af
33、ternoon be convenient for you? Wang Feng: Perfect. Thank you very much.,- 39 -,2019/6/30,Listening task 2 Script,Wang Feng: Hey, Linda, guess what? I made a call to ACME and Ive made an appointment to meet the Manager next week. Linda: Thats great! Do you think shell be interested? Wang Feng: Yes, b
34、ut Im not sure about which strategy to employ. Linda: What makes you think shell be interested? Wang Feng: Because she isnt enrolled in any form of employee insurance plans. Linda: Have you looked into ACMEs finances? Wang Feng: Yes, theyre expanding operations. This is why Im a little worried that
35、they might press for big discounts which well find hard to meet. Linda: I think we could offer a 10 percent discount on employee benefits. Wang Feng: What if she pushes for 15 percent? Linda: Then they will have to pay for additional products, such as Hospital Cash Back Insurance and Business Travel
36、 Accident Insurance. Wang Feng: OK, I see.,- 40 -,2019/6/30,Listening task 3 Script,Ms. Black: Come in, Mr. Wang. Have a seat. Wang Feng: Thank you. Quite a nice office you have here. Ms. Black: Well, we do our best to make a comfortable environment for our employees. I understand youre from United
37、Health, and Ive read the brochure you sent me. Wang Feng: Yes, Ms. Black. We offer company health insurance, BeneSelect, which enables you to choose a health coverage solution to fit your business. Ms. Black: Is there any requirement for how many employees must be covered? Wang Feng: No. BeneSelect
38、offers company health insurance plans that can be tailored for a small business with as few as two employees to a large business with up to 250 employees. Ms. Black: Could you explain how I choose which business health coverage to buy? Wang Feng: BeneSelect consists of an extensive core of health co
39、verage benefits with a selection of options. These choices let you adjust your coverage to suit your needs. Ms. Black: So how does ACME benefit from providing BeneSelect health coverage for employees? Wang Feng: It can increase the value of your employees salary and their loyalty. Ms. Black: Do you
40、offer discounts? Wang Feng: If you join before 31 December, you are eligible for a discount of up to 10%. Ms. Black: OK, Ill think about it and give you a call.,- 41 -,2019/6/30,Listening task 4 Script,Customer: Excuse me, Ive been attending the conference here and tomorrow Ive got a free day to do
41、some sightseeing. Do you have any information about where to go and what to see in the city, please? Anna: Yes, of course. We can offer you a small group tour around the city. With only 6-18 people in each group, youll have a chance to meet like-minded people from different countries. Customer: Whic
42、h tours feature the historically significant sites in the city? Anna: We offer ten different theme tours but these two especially feature the historical sites. Heres a map and a list of excursions for each tour. Customer: The Inner City River Cruise seems fun. Its a one-day guided tour, right? Anna:
43、 Yes. The itinerary includes seven major attractions. Customer: Does the price include meals? Anna: Yes, of course. At this time of the year there are always very long queues. By signing up for a group tour, you dont have to worry about any of that. Customer: OK, Ill take this one.,- 42 -,2019/6/30,
44、Listening task 5 Script & Key,Anna: Mr. Taylor, Im Anna from Sunshine Travels. Would you answer some questions to help us improve our 1. services, please? Mr. Taylor: Sure. Go ahead. Anna: Thank you! This will just take a few minutes. Did you enjoy our 2. group tour last week? Mr. Taylor: Yes, it wa
45、s great. Anna: How would you 3. rate our travel agency services on a scale of 1 to 10 where 10 is the maximum? Mr. Taylor: I would say 8. Yes, 8 to 9. Anna: So thats 8 to 9. And what do you like or dislike about our services? Mr. Taylor: Let me see. I thoroughly enjoyed each 4. spot. The guide was v
46、ery knowledgeable. The food was great. The tour would have been better if you could have offered more 5. evening activities. Some of the evenings felt like a bit of a waste of time as there was nothing to do but sit about and chat or go for a walk around the hotel. Anna: Thank you. Your suggestion w
47、ill help us to improve our services.,- 43 -,2019/6/30,Reading B: Translation,陌生电话推销奏效吗？ 我曾接到无数的陌生推销电话。这些电话销售代表试图向我推销的服务各种各样，且均标榜“新颖”、“更好”、“更快”、“更便宜”。这些电话在我看来几乎都一样，因为这些业务员对我既不像对消费者那样友好，也没有表现出对我这个人有丝毫的兴趣。 不过就在最近，我接到来自一家金融机构的销售代表莎拉的推销电话。这家机构受理我们公司的信用卡业务。莎拉的来电与其他陌生销售电话不同。其他陌生来电听上去很急促，像在阅读事先准备好的脚本，那种腔调一点
48、都无法引起我对于他们的产品和服务的兴趣。莎拉的谈吐很好，她的声音充满了热情，她的语调沉稳友好。我没有听到任何背景谈话声，只有我与莎拉一对一交谈。,- 44 -,2019/6/30,Reading B: Translation,莎拉训练有素，而且有备而来。她掌握了很有价值的信息。莎拉是做了功课的。通过我的信用卡交易记录，她了解到我常常搭乘哪家航空公司的航班，常住哪一家酒店，甚至通常在哪个的机场候机大厅贵宾室逗留。莎拉了解我的概况，她所说的话以及表述方式提起了我的兴趣。 莎拉问及我的纽约之旅如何，并提到我经常搭乘英国航空公司的班机，问我是不是喜欢他们的服务。我们开玩笑说，依照我现在积累的航空里程数
49、，不久我就可以带上妻子同行了。这样的谈话很有人情味。我欣然回答了她的问题，告诉她我愿意考虑哪些服务。,- 45 -,2019/6/30,Reading B: Translation,她用举例的方法向我说明信用卡遗失补办服务，即便是在蒙古或纳米比亚这样非常偏僻的地方也可以办理。她的解说令我害怕，但同时也令我安心。她让我意识到我必须要考虑办理这种服务。一旦信用卡丢失了，将会非常的不便。 大多数人都会告诉我他们痛恨陌生推销电话，甚至有一本书名叫陌生电话推销是在浪费时间。我承认拿起电话面向一个完全陌生的人销售服务颇具挑战，但你也可以利用技巧来提高你的销售，并强化陌生电话推销技能。,- 46 -,2019/6/30,Vocabulary and Structure,For glossary, click HERE.,- 47 -,2019/6/30,Reading A New Words,- 48 -,2019/6/30,Reading B New Words,- 49 -,2019/6/30,Vocabulary & Structure: Task 1,lo