sales presentations

之前有两期中我们分别给大家介绍了how to start a presentation 以及descriptive presentation。其实还有一种作用相当广泛的讲解陈述方式很有必要了解，那就是sales presentations。因为并非从事销售活动的人才需要作这样的陈述报告，事实上，许多谈话虽严格上说算不上销售陈述，如参加求职面试，说服老板给予升职加薪等，但都需要将自己“推销”出去。

销售陈述是销售过程中的一个重要阶段，做这样的陈述报告目的是要将自己的想法、公司的产品或服务销售出去，所以陈述的好坏直接关系到销售的成功与否。

这期我们就从以下五个方面来初步学习掌握这种presentation的技巧：

开场白

介绍产品或服务项目

出示证据

归纳总结

回答听众提问

1. introduction 开场白

作销售陈述时，首先要清楚地表明你的意图。

thank you all for coming to this short presentation about our latest digital cameras.

谢谢各位光临本次关于我公司最新款数码相机的简短的陈述报告会。

today i’m going to talk about the new services that we will provide to our registered members.

今天我要讲的是为本公司的注册用户提供的新的服务项目。

i’m here today to demonstrate ways in which we can help your company meet its full potential.

今天我在这里要演示的是我公司会如何帮助你们的企业发挥最大的潜力。

开场白是要激发听众对你所推销的产品的需求，可借助使用假设问句、断言句、提议等让他们相信自己确实需要你所推销的产品。

you will be happy to know that traditional photographic technology is now finally dead.

我们将高兴地看到，传统的摄影技术终于走到了尽头。

wouldn’t you like to buy that home in the sun you’ve always dreamt of?

你难道不想购买你一直以来梦寐以求的那套阳光居室吗？

2. products and services description 介绍产品和服务项目

这是销售陈述的主要内容，一个行之有效的方法就是将自己的产品同其它的产品作比较。

one of the most important features of our product is its portability.

我们产品最主要的特色之一是便于携带。

compared with other personal organizers, our organizer is much more reasonably priced and less power-hungry.

与其它个人记事本相比，我们的笔记本价格要合理很多而且耗电也少得多。

a comparison of washing powders reveals that our super-clean fragrant 1)detergent powder series is far more powerful than all other products in its class.

通过与其它洗衣粉的对比，我们这种强效去渍系列洗衣粉的去污能力远比其它同类产品强。

3. testimonials 出示证据

在声称自己的产品具有种种优点的同时，要用较为客观的证据来证明。

according to environmental protection agency tests, our latest model of car is remarkably fuel-efficient.

国家环保局相关测试结果表明，我们的这款新型轿车具有超强的省油能力。

our research shows this process is far more efficient.

我们的研究结果显示，这种方法的效率要高出很多。

thousands of happy customers report that our model af-6 laptop delivers pretty good performance.

很多顾客用了我们这款af-6手提电脑后都表示满意，反映其性能相当好。

4. summarization 归纳总结

将所说的内容归纳为几个小点很有必要，给听众加深印象的同时便于他们记忆。注意总结尽量简明扼要。

let me now summarize what i’ve said.

我把刚才所说的内容总结一下。

i’d like to sum up briefly what i’ve said.

我想把刚才所说的话简单总结一下。

let’s recap what we’ve looked at so far.

我们来把刚才所说的作一个回顾。

5. question and answer period

回答听众提问

报告结束时要鼓励听众提问。回答时要显示对提问者应有的尊重，但不要太罗嗦。

i’m glad you raised that point. let me explain.

很高兴你提到了这一点。我来解释一下。

that’s a very interesting point. what i meant was that other products approach the problem in a very traditional way, but our product adopts a revolutionary approach.

这一点提得很有意思。我的意思是其它产品是通过很传统的方式来解决这个问题，而我们的产品则采用了一种全新的方法。

下面我们来看一个完整的范例 example:

thank you all for coming to this short presentation about our new smart phone avs-1. it boasts more functions than any other phone on the market. we call it "an office at your fingertips."谢谢各位前来参加这次介绍我公司最新avs-1智能手机的简短陈述报告。这款智能手机值得骄傲之处是它比市场上其它手机拥有更多的功能。我们称它为：“指尖办公室”。

(show slides of the smart phone and its functions)

（展示智能手机幻灯片及其功能）

as you can see, it’s very sleek and compact. particularly impressive is its ability to wirelessly connect with other devices. now let me tell you some of the spectacular features of this phone. in addition to 2)wi-fi internet access, e-mail integration, contact database and instant messaging, it has digital music capabilities, and a built-in camera. our phone’s massive 3)local storage greatly surpasses anything else on the market.

如各位所见，它的造型精美小巧。特别令人印象深刻的是它可以和其它装置无线连接。现在让我为大家介绍这部手机一些激动人心的特殊功能。除了能使用无线网络、电子邮件整合、联络人资料库和即时通讯外，它还拥有数码音乐功能以及内置式相机。我们手机的本机存储硬盘容量比市场上其它产品都大得多。

to sum up, it’s more than just a phone; it’s a mobile office. in a single handheld unit, it offers everything a professional 4)on the go needs to be 5)on top of his or her game.

总而言之，它不只是一部手机，更是一个移动办公室。就在这台掌上型的装置中，它为经常在外奔波的专业人士提供所有需要的功能，使他们能在激烈的竞争中保持领先。

now, i’m sure you have a lot of questions you want to ask me.

现在，我相信大家有很多问题要问我。

(audience: i wonder what types of games your smart phone offers.)

（听众：我想知道你们的智能手机会提供哪些种类的游戏。）

we all welcome entertaining 6)diversions, right? we have 7)forged alliances with leading gaming software developers and will offer a full range of gaming options.

大家都喜欢娱乐消遣，对吧？我们已经和具有领导地位的游戏软件开发商结盟，将提供全方位的游戏选择。

know more

1. “let’s take a coffee break for a few minutes.”让我们休息几分钟，喝点咖啡。

在陈述报告会上若发现自己准备不够充分（unprepared），出现气氛紧张（tense atmosphere），或者需要离开处理紧急的事务（emergency）时就需要用到这样的句型来示意作短暂休会。

相关的句式还有：

let’s come back in 10 minutes. i need to go to the washroom.

我们10分钟以后再回来吧。我需要去一下洗手间。

could we have a short break because i really need to take this call?

我们能不能稍微休息一会儿，因为我真的非常需要接听这个电话。

why don’t we take a break while the technician arranges the equipment?

不如我们休息一会儿，让技术人员准备器材。

通常休会期间，气氛相对来说轻松一些（more relaxing），我们应当抓住这样的机会与听众谈些轻松的话题（small talk）以增进感情增加了解。一个成功的coffee break 或lunch break过后，大家多了一份相互的了解（become more understanding），报告会的气氛往往会变得愉快起来（pleasant）。

相关的轻松话题有：

(1) about family

—do you have any brothers or sisters?

你有兄弟姐妹吗？

—no, i am an only child.

没有，我是独生子。

—where did you grow up?

你在哪儿长大？

—i grew up in los angeles.

我在洛杉矶长大。

(2) about travel

—do you like travelling?

你喜欢旅游吗？

—yes, but not for business.

是的，但不是出差。

—how do you feel about the city?

你感觉这个城市怎么样？

—oh, it has a lot of traffic.

哦，交通太拥挤了。

(3) about the company

—would you like to see the office?

你想到办公室转转吗？

—please show me around.

请带我随便走走。

—i hope you don’t mind eating in the office.

希望你不要介意在公司用餐。

—no, that will save us some time.

不介意，这样可以省些时间。

2. secrets for successful sales presentations销售陈述成功要决

you can’t sell anything if you can’t sell yourself

不能成功推销自己就不可能销售成功

what makes some sales professionals standouts and others merely competent? it’s not the products they are selling. top sales professionals have an edge. they know how to develop sales presentations that deliver not only the benefits of their products, but the best of themselves to their audience.

salespeople construct and deliver presentations around the theory that speaking is an audience-centered sport.

in a world filled with parity products and services, sales professionals who best present themselves to their clientele come out on top. in a sales situation, it is essential that your client or prospect be receptive to the communication signals you will be sending, simplified here as the three v’s —the visual, the vocal, and the verbal. while all three are important, in some situations what you say may not be as important as how you say it; for still others, the way you look and the facial expressions you use will influence the impression your presentation leaves.

是什么令一些专业销售人士表现出众，而另一些仅仅只能算是称职？原因不在于他们销售的产品是什么。顶尖的专业销售人士有其优势所在。他们懂得如何展开销售陈述，让它不仅能传达他们产品的优点，同时也向听众展示最优秀的自己。

销售人员构思和发表陈述演说都围绕着一个理论：演说是一种以听众为核心的活动。

在各种产品和服务都质量相当的世界里，能最好地向其客户展现自己的销售人士就能成为销售领域的精英。在任何一个销售情景下，让你的现有客户或潜在客户愿意接受你将要传递的信息是至关重要的，这里简称为三效果视觉效果、声音效果和口头表达效果。这三方面都很重要，但在一些场合里你表达的内容也许不如你表达的方式那么重要。此外，你给人的整体印象和你运用的面部表情都将影响你的陈述效果。

role-play演练场

lykes公司的业务代表simon，正在准备为客户展示他们最新一款数码相机的销售陈述。尝试扮演simon，根据下面的中文提示展开现场陈述。（铃声响后你可以听到参考答案）

我很荣幸通过这个机会向各位展示本公司最新的数码相机。

首先，我来说明一下我们数码相机的卖点。

您马上就会注意到它的造型很时髦， 但您还没有看到它内部所运用的最新科技。我们所有的相机产品重量轻、体积小巧，而且使用上很简便。

(客户：我可以看一看吗？ )

请别客气。lykes的数码相机结合了傻瓜相机的简易操作性及打印成美丽照片的便利性。

(客户：我可以拍一张你的照片吗？总得眼见为实吧。 )

没问题。我想你会发现这些都是目前市场上最棒的数码相机。这些照片的质量会说明一切。

(客户：照片的质量真的非常好。这些相机的售价如何？ )

价钱从两百美元到六百美元不等，得视机型而定。

1. i’m honored to take this opportunity to show you our latest digital cameras.

2. let me begin by explaining some of our digital cameras?points.

3. you’ll see immediately that they’re very stylish, but what you can’t see is the cutting-edge technology inside. all of our cameras are light, compact, and easy to use.

(client: can i take a look at one of those?)

4. be my guest. lykes?digital cameras combine point-and-shoot simplicity with the ability to easily turn pictures into great looking prints.

(client: can i take a picture of you? seeing is believing.)

5. sure. i think you’ll find these are the best digital cameras on the market today. and the quality of the photos will speak for themselves.

(client: well, the picture quality is very good. how much do these go for?)

6. they sell for $200 to $600, depending on the model.