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| 1) sales conversations 2) set pattern 3) to build up the relationship with a customer 4) to feel at ease 5) to establish the client's needs 6) to volunteer information 7) a closed question 8) to force the respondent to do smth. 9)an open question 10) to suggest a holiday 11) to establish the client's priorities 12) to fall into four parts 13) to keep within a budget 14) to get value for money 15) to persuade the client to 16) suitability of a resort 17) to summarise the facts 18) a whole host of facilities 19) to match the client's needs | a) полный набор услуг b) обобщать факты c) соответствие курорта запросам клиента d) убеждать клиента e) состоять из четырех частей f) выявлять предпочтения клиента g) предлагать путевку на отдых h) стандартная модель i) деловой разговор с клиентом j) устанавливать с клиентом контакт k) чувствовать себя непринужденно 1) общий вопрос m) специальный вопрос n) заставлять респондента делать o) удовлетворять потребности клиента p) привлекать внимание q) создавать у клиента желание купить r) не превышать определенной суммы s) получать качество, соответствующее заплаченной сумме денег |
| 20) to draw one's attention 21) to create a desire in the client to buy | t) добровольно делиться информацией u) выявлять потребности клиента |
Reading
Task I Read the text and translate it. For help see the vocabulary
Notes that follow the text
Part I
All sales are made through the sales conversations.
A sales conversation is different from an ordinary conversation because it has an objective, an aim, which is to sell the product, and so must follow a set pattern which always includes the same four elements in this order. These are rapport, questioning, presentation and commitment.
Rapport is the relationship which is built up with the customers. They must feel at ease in the sales environment and confident that the enquiry will be dealt with properly and in an appropriate manner. Of course, rapport must be maintained throughout your dealing with the customers, right through the sale and into any subsequent dealings. However it must be established before questioning can take place.
Why do we need to question the client? We need to establish the client's needs. We can not sell a holiday if we do not know what type of holiday he wants. Sometimes clients will volunteer this information themselves, especially when they have already made their choice, have chosen the product they wish to purchase. But in a real sale your first task is to find out exactly what they are looking for and the best way to do this is to question effectively.
There are two types of questions: open and closed questions. The closed question is the one that invites a 'no1 or 'yes' response. An open question is one that can not be answered with 'no' or 'yes'. For instance: 'Do you prefer to travel first class? ' is a closed question, whereas 'What kind of travel do you prefer? ' is an open question. There are times when you will need to use closed questions, especially when you are checking information, but in the beginning you will find open questions much more effective. It forces respondents to give more information, to explain more fully what they require. In this way you are able to elicit what they really want to buy. An open question always begins with one of the seven W-words - so-called because they all contain the letter W: when, where, who, how, which, what and why.
To be able to sell your product you need to be able to establish what their material and human needs are. You'll discover the material needs by asking such questions as 'Who will be travelling? ', 'How long for? ', 'When do you want to go? ' Human needs are catered for with 'what' questions: 'What sort of holiday do you want? ', 'What are your hobbies? 1 Human needs as well as material needs must be part of your investigation before you suggest a holiday. Otherwise you will not have the whole picture and will not be able to make a sensible suggestion.
You must also establish the client's priorities. Everyone considers one part of their travel requirement to be the most important. These fall into four main types: people and their requirements, the place, the price and the period.
Concerning price: of course it is often difficult to talk about money. But everyone tries to keep within a budget and wants to feel that they are getting good value for their money. It's unwise to guess from a person's appearance his financial standing. That's why it is advisable to use questions such as 'What type of accommodation are you looking for? 1 and 'What price range do you have in mind? '
You will not need to ask the question 'why' unless you feel that it is necessary to persuade the clients to change their views as to the suitability of a resort or holiday. Before beginning the presentation stage you should always check the information and summarize the facts, then present the holiday you wish to sell. Remember that when presenting the product, the particular holiday that the client is not buying the hotel bedroom but what it can do for him. For instance, the client who buys a two-week holiday in a hotel in Sochi is not buying the hotel bedroom so he can admire the wallpaper but because it is near the beach, it has the facilities he needs to help him relax for two weeks.
So match the client's needs with the holiday on offer, and concentrate on the features of the facilities which the client requires. You may choose to show the client a hotel which has a whole host of facilities but do not draw his attention to all of them. It will only confuse. Instead, concentrate on those that will appeal to the client, those that you know he wants or would like. In order to make product sound attractive and appealing, ideally suited to his needs, be selective. If you include unnecessary information he may feel that this holiday is not suitable for him after all. So present the
features in the brochure as benefits. A feature of a hotel is that it is only 200 meters from the beach, while a benefit to the client is the fact that he can get to the beach easily as it is only 200 meters away. By personalizing the product in this way you create a desire in the client to buy the product. It is not sufficient just to read out the facilities that the client requires out of the brochure. However it should be referred to. But do not read it out to the client; rather talk about the benefits to them as you point to photos of the hotel, the price chart, the temperature grids. Use it as an aid.
Then once the client shows signs of commitment, or desiring to buy, you should stop selling and close the sale. Remember that once the client agrees to the sale he is showing commitment.
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