成人高等教育英語教材4 02
[00:00.00] UNIT 2
[00:03.81]Personal Selling
[00:09.38]Integrated Skills Development
[00:13.82]Passage Selling Styles
[00:20.98]Selling styles differ in many ways
[00:26.33]but one fundamental difference is between the sales-oriented
[00:32.50]and the customer-oriented approach.
[00:37.25]The first on concen-trates on high-pressure-technique
[00:43.00]such as those in selling encyclopaedias and cars.
[00:48.56]This from of selling assumes that the customers
[00:54.00]are not likely to buy except under pressure,
[00:59.25]that they will be influenced by a direct presentation and aggres-sive amnners,
[01:06.69]and they will not be sorry after signing the order,
[01:11.73]or if they are,it doesn't matter.
[01:16.28]In the customer-oriented approach,
[01:21.55]the salesperson learns how to lister and question
[01:27.12]in order to identify customer needs and come up with a good product solution.
[01:34.56]Presentation skills are secondary to needs analysis skills.
[01:40.91]This approach assumes that customers have hidden needs
[01:46.97]that con-stitute company opprtunities,
[01:51.93]that they appreciate good suggestions
[01:56.30]and that they will be loyal to repre-sentatives
[02:01.55]who have their long-term interests at heart.
[02:06.59]The problem-solver is a more friendly image for the salesperson
[02:12.62]under the marketing concept than the hard-seller or order-taker.
[02:19.68]Blake and Mouton distinguish various selling styles
[02:26.34]by examining these two dimensions:
[02:30.60]concern for the sale and concern for the customer.
[02:37.07]Type 1 is very much the order-taker.
[02:43.03]He places the product before the customer and expects it to sell itself.
[02:50.48]If it doesn't,it doesn't matter.
[02:54.55]Type 2 is similar in that he also shows little concern for the customer
[03:02.20]but differs in that he is very concerned to get the sale;
[03:08.47]he pushes the product,
[03:12.00]piling on the pressure to ensure he gets the sale.
[03:17.64]Type 3 falls somewhere in the middle of the two approaches.
[03:24.80]He has a tried and tested technique mixing customer concern and product emphasis;
[03:32.85]this is what is often called the soft sell.
[03:37.89]Type 4 is very customer-oriented;the other extreme to the type 2 hard-seller.
[03:46.64]He aims to be the customer's friend,to understand him,
[03:52.59]develops a bond which ties him to the salesman and therefore the product.
[03:59.65]Finally,type 5 is similar to type 4 in that he also shows conern for the customer
[04:09.08]but in a more impersonal way.
[04:13.75]He aims to consult with the customer,
[04:18.12]under stand the needs and then work towards a sound purchase decision.
[04:24.96]This problem-solving attitude agrees more with the total marketing concept.
[04:32.54]Blake and Mouton argue that no one sales style will be effective with all buy-ers.
[04:40.89]Buying styles are just varied as selling styles.
[04:47.84]Buyers vary their concern for the purchase and concern for the salesperson.
[04:55.11]Some buyers couldn't care less;some are defensive;
[05:00.67]some will only listen to salespersons from well-known companies.
[00:03.81]Personal Selling
[00:09.38]Integrated Skills Development
[00:13.82]Passage Selling Styles
[00:20.98]Selling styles differ in many ways
[00:26.33]but one fundamental difference is between the sales-oriented
[00:32.50]and the customer-oriented approach.
[00:37.25]The first on concen-trates on high-pressure-technique
[00:43.00]such as those in selling encyclopaedias and cars.
[00:48.56]This from of selling assumes that the customers
[00:54.00]are not likely to buy except under pressure,
[00:59.25]that they will be influenced by a direct presentation and aggres-sive amnners,
[01:06.69]and they will not be sorry after signing the order,
[01:11.73]or if they are,it doesn't matter.
[01:16.28]In the customer-oriented approach,
[01:21.55]the salesperson learns how to lister and question
[01:27.12]in order to identify customer needs and come up with a good product solution.
[01:34.56]Presentation skills are secondary to needs analysis skills.
[01:40.91]This approach assumes that customers have hidden needs
[01:46.97]that con-stitute company opprtunities,
[01:51.93]that they appreciate good suggestions
[01:56.30]and that they will be loyal to repre-sentatives
[02:01.55]who have their long-term interests at heart.
[02:06.59]The problem-solver is a more friendly image for the salesperson
[02:12.62]under the marketing concept than the hard-seller or order-taker.
[02:19.68]Blake and Mouton distinguish various selling styles
[02:26.34]by examining these two dimensions:
[02:30.60]concern for the sale and concern for the customer.
[02:37.07]Type 1 is very much the order-taker.
[02:43.03]He places the product before the customer and expects it to sell itself.
[02:50.48]If it doesn't,it doesn't matter.
[02:54.55]Type 2 is similar in that he also shows little concern for the customer
[03:02.20]but differs in that he is very concerned to get the sale;
[03:08.47]he pushes the product,
[03:12.00]piling on the pressure to ensure he gets the sale.
[03:17.64]Type 3 falls somewhere in the middle of the two approaches.
[03:24.80]He has a tried and tested technique mixing customer concern and product emphasis;
[03:32.85]this is what is often called the soft sell.
[03:37.89]Type 4 is very customer-oriented;the other extreme to the type 2 hard-seller.
[03:46.64]He aims to be the customer's friend,to understand him,
[03:52.59]develops a bond which ties him to the salesman and therefore the product.
[03:59.65]Finally,type 5 is similar to type 4 in that he also shows conern for the customer
[04:09.08]but in a more impersonal way.
[04:13.75]He aims to consult with the customer,
[04:18.12]under stand the needs and then work towards a sound purchase decision.
[04:24.96]This problem-solving attitude agrees more with the total marketing concept.
[04:32.54]Blake and Mouton argue that no one sales style will be effective with all buy-ers.
[04:40.89]Buying styles are just varied as selling styles.
[04:47.84]Buyers vary their concern for the purchase and concern for the salesperson.
[04:55.11]Some buyers couldn't care less;some are defensive;
[05:00.67]some will only listen to salespersons from well-known companies.
