5.15 Language for Sales Scripts

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来自 Arizona State University 的课程

商务英语课程:市场与营销英语 Marketing & Sales

3 个评分

Arizona State University

商务英语课程:市场与营销英语 Marketing & Sales

3 个评分

课程 3（共 4 门，Specialization 商务英语课程 Business English）

如果你在营销、销售或是广告部工作，你已经知道有效率的沟通是必要的。当你要用英文并用说服他人的方式来表达你的想法，这可能会是很困难的。在本课程，你和全球的成功专业人士加入学习行列时，你将学到有效地使用英文。当你随着在营销部工作的真实情境的人物，看着他们努力地提升他们的沟通技巧，同时你也会提高你的能力。从你的成功和失败的经验中学习，反省你自己的沟通方式、优点和需改进的方面。上完本课程后，你将能够: ● 透过有效率的电子邮件、报告和有说服力的简报来表达你的想法 ● 学习有关市场调查研究、品牌建立，直接营销和广告费用等字汇和用语 ● 对于你商务英语沟通能力的效率，立即获得全世界的销售和营销专业人士的回馈 ● 成为提升商务英语沟通能力全球商务专业人士社群的一份子 If you work in marketing, sales, or advertising, you already know that effective communication is a requirement. This can be even more difficult when expressing your ideas in a persuasive manner in English. In this course, you will learn to use English more efficiently while joining successful global professionals around the world. Develop your skills along with authentic characters that work in marketing and also work hard to improve their communication skills. Learn from your successes and failures, reflect on your own style, strengths, and improvement areas. After taking this course, you will be able to: ● Express your ideas through efficient emails, reports and persuasive presentations ● Learn words and phrases related to market research, branding, direct marketing, advertising costs, etc. ● Get instant feedback about the efficiency of your business communication skills in English from sales and marketing professionals from around the world ● Become part of a global community of business professionals who are developing their English communication skills

从本节课中

推销术 Pitch

相较于其他的推销情况，为什么我们对某些推销有较好的响应呢?杰克需要协助，因他要对资深管理阶层做简报，所以他请求凯萨琳提供建议。第五周涵盖了简报，推销，即席演讲，销售讲稿和销售简报咨询的秘方，这些将让你充满自信，也让你的用字铿锵有力。 Why do we respond better to some sales pitches than others? Jake needs help with his presentation to senior management and goes to Catherine for advice. Week 5 is full of quick tips for formal presentations, pitches, impromptu speeches, sales scripts and consultative sales presentations that will give your confidence a boost and your words more energy and excitement.

5.15 Language for Sales Scripts8:00

5.18 Impromptu Speaking/Elevator Pitch8:35

与讲师见面

Andrea Mürau Haraway
International Educator
Arizona State University, Global Launch
Wanda Huber
International Educator
Arizona State University Global Launch
Jenny Young
International Educator
Arizona State University Global Launch
Beatriz Fuentes-Anderson
International Educator
Arizona State University Global Launch

Why in sales are some people more effective than others?

Why do some phrases cause us to think and some make us frustrated.

Is it really that just some people have more charm than others?

In this video of English for Marketing and Sales as we continue to discuss pitch,

we'll learn a few phrases and tips that may increase your skills in sales.

We've heard the phrase, it's not just what you say that matters but how you say it.

And we've learned some tips about tone and body language from Andrea.

Remember, you are a person worth listening to because you can help

get them what they want and achieve their goals.

The only problem is studies show you have less than ten seconds to do so.

That's where we need a little magic or pixie dust or a few tricks up our sleeve.

First, call the person or people in your group by name.

Even if it takes a little research on your part, be prepared to know who

you're talking to by name before your pitch or your presentation begins.

This can be done at the coffee machine before the meeting starts,

greeting people by the door as they come in.

By reviewing emails to see who else was invited to the meeting or

by asking others in the workplace who may know.

If it's a big group, know your audience.

What are their personalities and likes?

Remember the tool of influenced liking?

Names are very personal.

Once you have greeted the group by name, then immediately introduce yourself and

what you do, your title, and your company name.

As you begin, remember to write your script like you talk.

If it doesn't sound natural, it will come across as fake.

If your script sounds like you normally talk,

you will continue to build that rapport you've already set by knowing their names.

We've talked a lot about certain language for certain situations, so

in this situation of writing, your script like you talk,

you'll notice that we humans really don't speak in formal, well grammared sentences.

People actually tend to speak in phrases, fragments, pauses, and

yes, even sometimes using incorrect grammar.

I know, I'm shocked too.

If you feel your words are too formal, record yourself reading them and

see what you think as you listen to the recording.

Here's where we need our first sprinkle of magic.

Just because you a re writing as you speak doesn't mean you shouldn't use direct

language to get right to the point.

We've had several lessons in these courses about direct language and

about being concise in our words.

The next part of your script should be your sound bite.

This is very short.

It's a to-the-point statement that captures your message or

the idea you are trying to get across.

Sound bites may also be called pitch, tagline, buzzword,

snippets, blurbs, or one liners.

In our sketch, we see that after some guidance from Catherine

about sticking to the point, Jake is able to create his sound bite by saying,

we all want the same thing, i ncreased brand recognition, higher sales, and

even high stock prices without spending too much on our resources to get them.

That's why I'm happy to present this marketing plan.

Right away he tells the three things that those board members are wanting to hear.

Also as you are giving your sound bite, establish yourself or

your company as the expert.

Think about the tool of influence authority here.

You can use phrases like, we specialize in, or

our reputation is, or we are known for.

You may also mention clients or customers that you are already working with.

Next, give more details about your product or your purpose.

Focus on the positive and list benefits.

Your prospects are potential customers are not interested in you,

they're interested in how your product or service benefits them.

How can you save them time or save them money or even help them save themselves?

Phrases that work are, and the benefit to you, Mr. Riley, is.

Or, our biggest advantage is.

Also, to not so sound scripted and

more natural, you just might want to tell a few short success stories.

Here's where you'll pull another trick out of your sleeve because your script may

change based on the needs or questions or interests of your audience.

Be ready for those changes or have a few different success stories prepared and

use one that best fits your group or prospect.

Again, we see where another tool of influence, social proof, comes into play.

Often when writing a cell script, a flow chart or infographic will be used with

what to do in a yes or positive answer and what to do with a no answer.

For example, if your prospective client says, I'd like to think it over.

Instead of saying yes, you could be ready to respond with,

I understand you need some time to think about it.

What in particular do you like to think about?

Perhaps I could provide some more information.

Or what if you present your pitch and your group says that it's too expensive.

You could say, if you save money on this and

still increase your profits, would it be worth the initial investment?

Then be prepared to show them how this could be accomplished.

Also, prepare your scripts so

that you can give them something, Cialdini's Principle of Reciprocity.

Are you able to offer a 30 day free trial?

Are you able to give a discount?

Do you have a demonstration prepared or a model of your product?

Now start to look for buying signals.

The key to buying signals is to react quickly.

You may see them asking probing questions such as,

what is the cycle of this product.

You may see asking for

opinions where someone in the group asks another for their opinion or feedback.

Or you may see the same enthusiasm that you are also exhibiting.

Or a lot of agreement about what you are saying.

These are all good signs to wrap up the deal.

To close a sale, ask the prospect directly, then pause.

Often we are so excited we want to keep talking.

But good sales scripts language will allow the customer to talk 70% of the time and

you only talk for 30%.

For example, if your group members ask, how soon ca you get the product to them?

Ask them, how soon do you need it?

Then pause.

Wait for them to give you a real answer.

Don't continue on with your pitch and say something like,

we can get it to you in two weeks.

This may not be the answer your prospect is looking for.

What are the key takeaways from this lesson?

Get to know your group, or your prospects, by name before the pitch even starts.

Write your script how you would naturally speak.

Make it right to the point, make your sound bite concise.

Make yourself the expert in your pitch,

then include more details about your product or service.

Also be prepared for no answers and bring the pitch back into a yes direction.

Once you notice any buying signals, close the deal.

Be aware of your potential customers.

You are not trying to trap them or trick them.

You really believe in your product and you really do have something that they need.

I've enjoyed spending time with you in this English for Marketing and

Sales course.

I know you'll enjoy your review lessons.

See you.

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