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Read this excerpt from an article in the
Successful Selling
magazine. How effective do you think
this approach to selling is (from both the seller’s and the buyer’s point of view)?
Now listen again to the dialogue in exercise 2 (or look at the transcript on page 71). Do you think
Marco followed this approach? Why, or why not?
Here are some typical sentences from conversations about offers. First, decide who says each of
the phrases and write S for seller or P for purchaser in the box.
1 I think you’ll find that our product meets your specifications precisely.
S
2 Interesting. Could you give me some background information?
3 This month we are promoting some of our new products and we thought you might
be interested.
4 You’ll be pleased to hear that our after-sales package is the best in the industry.
5 Perhaps you would be interested in looking at our new product.
6 So, I’ve got the go-ahead from my boss and we’d like to place the order …
7 Great, sounds interesting. Can you send us an estimate for the project?
8 Once you’ve examined the sample, I’m sure you’ll be impressed with the quality and design.
9 That might be exactly what we are looking for.
10 OK, I’ll send you an offer and we can take it from there.
Now decide which of the sentences above can be used to:
a get somebody’s
Attention
?
c express
Interest
in or
Desire
b spark
Interest
in or
Desire
for the
for a product?
product?
d show
Action
, i.e. show that the sale could
take place?
4
A I DA
When salespeople think about a client’s reaction to their
offers, they often think of these four steps
:
A
for Attention
They first try to attract their client’s
attention
to their
products or services. Here first impressions count so it’s
important to be natural, honest, and professional.
I
for Interest
They then try to spark the client’s
interest
so that he/
she wants to find out more about the product or service.
The seller needs to convince the client of the advantages
of the product or service and its relevance to him/her.
D
for Desire
If the client has understood the benefits, and also trusts
the seller, he/she will start to develop
desire
for the
product or service.
A
for Action
Desire results in
action
, meaning the client makes the
decision to find out more or buy.
■
5
9
audio
1,
UNIT
3
Offers
|
25