STARTING Ul» IJ What do you like about shopping? What don't you like?

When did you last visit these retail outlets? What did you buy?
• a (street) market
• a convenience store
• a supermarket
• a department store
• a specialist retailer
• a shopping centre/mall
• an online retailer

1!1 �>» CD1 .25-1.27 Listen to three people talking about their shopping habits
and answer these questions.
1 What do they like and dislike?
2 Which shopper are you most like?
3 How are shopping habits changing in your country?

22
Scanned for Agus Suwanto
 UNIT 3 �� SELLING

Choose the correct word (a, b or c) to complete each sentence .

1 A . �CI."!�ft?.<;:.t�r.er . is another name for a 'producer'.

a) supplier b) distributor �
2 Suppliers often sell large quantities of goods to . . . . . . . . . . . . , who do not usually sell
directly to consumers.
a) wholesalers b) retailers c) manufacturers
3 We offer a . . . . . . . . . . . . to customers who buy in bulk.
a) refund b) discount c) delivery
4 We ask consumers who are not fully satisfied to . . . . . . . . . . . . goods within seven days.
a) discount b) refund c) return

5 In order to get a full . . . . . . . . . . . . , customers must send back goods in the original
packaging.

a) discount b) refund c) return

6 Goods will be . . . . . . . . . . . . within 24 hours of your order.
a) dispatched b) purchased c) exchanged
7 Goods are kept in our . . . . . . . . . . . . until ready for delivery.

a) stock b) storage c) warehouse

8 Products and services offered at a large discount are generally a (n) . . . . . . . . . . . . .

a) sale b) bargain c) offer

I] Combine phrases from Box A with words from Box B to make word
partnerships. Use the definitions (1-8) below to help you.
A

after-sales cooliAgoff credit-card interest-free loyalty-card

method of money-back out of

I credit details guarantee payment pffiOO scheme service stock

1 the time when you can change your mind and cancel an order coolin9-off period
2 the name, number and expiry date on your payment card

3 the way you pay for the goods you want

4 when you can pay some time after you buy, but at no extra cost
5 when the goods you require are not available
6 a promise to return your money if you are not happy
7 the help you get from a company when you start to use their product
8 method for customers to obtain a discount on future purchases from the same
organisation

II Look back at the retail outlets in Starting u p Exercise A. Where would you
buy the following items? Why?
• a pair of shoes • music • fruit • a bottle of perfume/cologne • a holiday
• a watch I piece of jewellery • furniture • a book • concert tickets

See the DVD-ROM 4 llJ

for the i-Giossary. V Which of the answers in Exercise B would you expect to be i mportant in
each situation/ purchase in Exercise C? Discuss your ideas.

23
Scanned for Agus Suwanto
UNIT 3 .... SELLING

�ll) CD1.28 Sue Leeson is Director of Marketing at QVC, the global shopping
channel. Listen to the first part of the interview and answer these q uestions.
1 What are the six product groups that she mentions?
2 QVC sells to consumers in which countries?
3 Which two media are used to sell QVC's products?

�l» C01.29 In the second part, Sue talks about the secret of a really good
presentation and developing a sales pitch. Listen and complete this
paragraph.
Firstly, having a product that you can easily 1 and a product that has a good . . . . . . . . . . . .
Sue Leeson
. . ...... . . . .2
behind it. Secondly, that the person who's actually giving the sales presentation
can engage with their . . ... .. . ? in a credible fashion, can tell the story very clearly and can
.. .

demonstrate the features and . .. . . . . .4 of each product in a very .... . . . 5 and easy-to-
. . . . . . . . .

understand way.

II �ll) C01.29 Listen again and complete these notes.

You need to know:
• the product . . . . ... . .. . . ... .. ..
.. ... ... .. ... .. . .1

• what the product can or can't . . . . . . .. . . . ?

• when the product is or isn't . . . . . . . . . . . .3•

llJ �l» C01.30 Listen to the third part and answer these questions.
1 Why are beauty products easy to sell on TV?
2 Which type of product is difficult to sell, and why?
Watch the

D
interview on
the DVD-ROM.
�l)) CD1.31 Listen to the final part. If customers want to buy a skin product,
what four things can they see on the QVC website?

Look at these qualities needed to succeed in sales. Which do you think are
the top four?
• personality • honesty • appearance • confidence • knowing your product
• organisational skills • ability to close a deal • ability to deal with people

1!1 Which of the qualities in Exercise A is the most im portant? Turn to page 136
to see how 200 sales professionals answered this question.

II Work in pairs.
Student A: Read the article on the opposite page and match each of these headings (a-h)
to one of the paragraphs (1-8).
a) Motivation e) Main finding of the survey 1
b) Professionalism f) Why women make the best salespeople
c) TV g) What the survey asked
d) Personal qualities h) The woman who would make the best salesperson

Student B: Read the article on page 137 and match each of these headings (a-h) to one
o f the paragraphs (1-8).
a) Know your business e) Numbers, numbers, numbers
b) Appearance f) Know how far you'll negotiate
c) Confidence g) People dislike selling 1
d) The sales mindset h) Develop a sales process

24
Scanned for Agus Suwanto
 U N I T 3 H SELLING

U \J U
r.-------�

Wo men on top in new

sales ind ustry survey
A n e w survey o f the sales industry shows
who sales professionals believe make the
best salespeople and the qualities needed
in order to succeed.

1 A new survey of over 200 sales professionals has found that two-thirds of women and over half
of men believe that women make the best salespeople, underlining the growing reputation of
women in the sales ind ustry.

2 The survey was carried out for Pareto Law, a recruitment a n d training company. It questioned
sales professio nals o n what they considered to be the most important qualities for a
salesperso n . It also asked who would be most likely to succeed.

3 Both men ( 5 3 % ) a n d women (66%) a g reed that women do make better salespeople, with
H i l l a ry Clinton voted as the top female celebrity most likely to succeed in a career in sales.

4 When asked why women make the best salespeople, men believe the main reason is that
women are better a t actually closing a deal, while women stated they are better than men when
it comes to dealing with people. Other female skills highlighted included being more organised
and being able to handle more work, while male skills were identified as strong personalities
and selling skills.

5 Jonathan Fitchew, Managing Director of Pareto Law, s a i d : "Television programmes have

i ncreased people's interest in the sales industry, but have also hig hlig hted the d ifferent
approaches of men a n d women to the same sales issues."

6 When it comes to the individual qual ities required to become a successful salesperson, men
ranked honesty as most important (53%), while women placed most value o n personality
(47%). Both ag reed that integ rity was also key, coming third overall ( 4 1 % ) . Good looks came
at the bottom of the list, with only 3 % of sales professionals ranking this as important.

7 This focus o n professionalism, rather than the hard sell, supports the fact that over half of the
sales professionals questioned believe that the reputation of sales has im proved over the last
1 0 years, with 55% of men and 47% of women considering this to b e the case.

8 Both men (87%) and women (86%) ag reed that the top incentive for salespeople was money,
with the average sales executive expecting to earn between £25-35k, including bonuses
and commission, in their first year of work. Other incentives included verbal praise, overseas
holidays and cars.

adapted from www.ukprwire.com

I:J Work in pairs.

Student A: Ask Student B these questions about their article.

1 What should you do if you are not inwardly confident?
2 What do you need to know well?

3 What do 3 0 seconds' and '15 seconds' refer to?

'

4 What should you do when you are rejected?

5 What should you focus on?
6 What do you need to know when negotiating?
7 What sales mindset should you have?

Student B: Ask Student A what these numbers refer t o in their article.

a) two-thirds b) h alf c) 53 d) 66 e) 53 f) 47 g) third
h) 41 i) 3 j) 10 I<) 5 5 l) 47 m) 87 n) 86 o) 25-35
25
Scanned for Agus Suwanto
UNIT 3 ... SELLING

LANGUAGE REVIEW • We use should or shouldn't to give advice or make suggestions.

Modals 2: must, You should follow up all your leads.
You shouldn't talk about yourself.
need to, have to,
• We use have to or need to to say that something is necessary or very important.
should
I think you have to pay a sales tax.
I need to sell my car quickly.
• We use don't have to or don't need to if something is not necessary.
You don't have to make a sale the first time you speak to a contact.
Ifyou buy now, you don't need to pay anything until next year.
• must is very similar to have to.
You must sound and appear confident.

But mustn't is not the same as don't have to. We use mustn't to say that somebody
is not allowed to do something.
You mustn't sell cigarettes to anyone underage. (= Don't sell cigarettes to anyone
underage.)

C) Grammar reference page 143

rJI Read these rules of a timeshare* vacation club. Then answer the questions
below.

• T imeshare members must have an income of $60,000 or over.

• You don't have to go to a t imeshare sales presentation.
• You have to stay for a minimum of seven nights.
• You shouldn't play loud music after 1 0 p.m.
• You need to make your reservation 1 80 days in advance.
• You don't have to attend members' welcome nights.
• Timeshare members must be 25 or over.

* A timeshare is the right to use holiday accommodation for a specific amount of time each year.

1 Can you be a member if you earn $50,000? No

2 Is it necessary to sit through a timeshare sales presentation?

3 Is it necessary to stay for at least seven nights?

4 Can you play loud music after 10 p.m.?

5 Can you book 90 days in advance?
6 Is it necessary to go to members' welcome nights?
7 Can you be a timeshare member if you are 2 1 ?

I] Match each of these sentences (1-6) to a suitable ending (a-f).

1 I can pay for the house now, a) so we don't need to work over the weekend.

2 We've reached our sales targets, b) so we must not offer any further discounts.
3 Our profit margin is low, c) so you must be confident.
4 My business is quite small, d) so you'll have to buy it on disk.
5 It isn't available as a download, e) so I have to be very careful with cashflow.
6 The job involves sales presentations, f) so I don't have to worry about a bank loan.

II I n pairs, write an advice sheet on how to be a good salesperson, including the

qualities you need to succeed. You may use the reading texts on pages 25 and
137 to help you.
EXAMPLE: You mu>t )ound and appear confident

26
Scanned for Agus Suwanto
 UNIT 3 .. .. SELLING

SKILLS Work in two groups, A and B.

Negotiating: Group A: Look at the negotiating tips on page 132.
reaching Group B: Look at the negotiating tips on page 136.
agreement 1 Each group agrees on the five most important negotiating tips on its list.
2 Form new groups with members from Groups A and B. Agree on a single list
of the five most important tips from both lists.

I] �>l) C01.32 You are going to hear a conversation between Martin, Sales Manager
of Pulse, an electric-car company, and Chen, an official from the Urban
Transport Department of a city in China. Listen and answer these questions.
1 Why does Chen want to buy electric cars for the Transport Department?

2 Which of these do they discuss?

• quantity • price • discounts • colours • delivery • warranty • models

3 What will they discuss after lunch?

II �>l) C01.32 Listen to the negotiation again and complete these sentences.
1 Chen: Yes, pollution is a big problem here. We're trying all sorts of ideas to reduce
it ... I see from your . . . . . . . . . . . . . . . . . . . . . . . . that a standard two-seater car will
cost about €12,000.

2 Martin: If you order 10 vehicles, you'll be paying us about €100,000 , minus the 2%
. . . . . . . . . . . . we offer a new customer.

3 Martin: We could possibly deliver by late August, all being well.

Chen: Mmm, that might be OK, if you can . . . . . . . . . . . . . . . . . . . . . . . . by then.

4 Chen: Good, how about the . . . . . . . . . . . . ? We'd like a long period.

5 Chen: What about payment? Do you offer . . . . . . . . . . . . terms?

Martin: I'm afraid not. It's company . . . . . . . . . . . . for a new customer. We need
payment by bank transfer on receipt of the goods. Oh, and we ask for
a . . . . . . . . . . . . . . . . . . . . . . . . of 20% of the value of the order.

liJ Work i n pairs to role-play this situation. Martin and Chen are continuing
the negotiation. They discuss these points.
• four-seater car
• colours
• after-sales-service
• radio/CO player and sat-nav system

Student A: Turn to page 138. Student B: Turn to page 134.

Read your role cards. Try to agree on the points you negotiate.

U S E F U L LANGUAGE

STATING AIMS REJECTING SUGGESTIONS GETTING AGREEMENT

We're interested in buying 10 cars. I'm afraid not. It's company policy. That's very reasonable, don't you think?
We'd like to start the scheme in June. I'm sorry, we can't agree to that. That sounds a fair price to me.
We must have delivery as soon as Unfortunately, we can't do that. Fine./OK./Great!
possible.
BARGAINING FINISHING THE N EGOTIATION
MAKING CONCESSIONS If it works, we'll increase the order Right, we've got a deal.
We could possibly deliver by August. later on. Good, I think we've covered everything.
That could be all right, as long as If you increased your order, we could OK, how about dinner tonight?
you pay more for a longer period. offer you a much higher discount.
We can do that, providing you make That might be OK if you can guarantee
a down payment. delivery by then.
27
Scanned for Agus Suwanto