Unit-7-sales-promotion

Unit7SalesPromotionThePurposeofWritingSalesLetterstoexpandbusinessbysellingaparticularkindofgoodsorservicetoselectedtypesofcustomers.persuadethereaderstobuywhatyouaretryingtosell.Asaleslettershouldhavethefollowingtwofactors(1)Offertheinformationaboutproducts.(2)Arouseinterestandstimulatedesireforbuying.TheprincipleofAIDAinwritingsaleslettersTocapturecustomers’AttentionToarousetheirInterestTocreateDesireToencourageActionofpurchaseSomepointsinwritingsaleslettersKeepthelettershortCatchthecustomer’sattentionintheopeningparagraphCreateapersonaltonebyusing“you”,insteadof“allcustomers”,“ourclients”,or“everyone”Focusonthebenefitsofyourproductorservicetothecustomerandstressitsfeaturesfromthecustomer’sperspectiveConvincethecustomerofthefeaturesandbenefitsyouclaimaboutyourproductorservicebyevidence:figures,factsoropinionsConcludetheletterbyurgingthecustomertotakeaction:tovisityourshowroom,toreceiveyourrepresentativeortoplaceatrialorderThestructureofasaleslettercanbearrangedasfollows:1.Introducingyourselfandyourgoodstoarousetheinterestofthereader2.Expressingtheadvantagesofyourgoods,especiallyfromthereader’saspect3.Givingyourfavourabletradetermsorpromotion4.Encouragingthereadertotakeaction,forexample:placingatrialorder,visitingyourcompany,askingforsamples.ThereviversThepurposeofthereviverisnottoacquirenewcustomersbuttoretainorregainoldones,whoarethebackbonesofsalespotential.SomerulesinwritingthereviversKeepthelettershort,otherwiseitmaynotbereadCatchthereader’sinterestintheopeningparagraphGivetheletteranattractivelookandmakeitaspersonalaspossibleThereviverusuallyincludes:ReviewthehistoryofthetransactionsbetweenthecustomerandyouRecommendaparticularproducttothecustomerandgiveyourfavorabletermsofpriceExpressthehopeoftakingadvantageofthespecialofferandplacingorderearlyThefollow-upletterusuallyincludes:Refertothecustomer’senquiryandtotheofferthefirmhaspreviouslymadeExpressregretorsurprisethatnoorderhasbeenreceivedanddiscreetlyinquireintothereasonPutforwardnewpointsandargumentsfavorabletopromotionofsalesRepeatthehopethatthecustomerwilltakeadvantageoftheofferContents1.introductionofgoods2.comparisonofgoods3.offeringfavorableterms4.advicesandrecommendationsAttention1.Tomakethelettersmorepersonal2.Representtheofferfromtheviewofthebuyer写促销信时应采用的技巧开头要能一下子引起读者的注意。为此，可以用重要的事实、惊人的现象、面临的问题、与读者有切身联系的情况等开头。中间部分要清楚、生动、热情的描述商品或服务的特性，介绍实用或经销改商品或服务所能带来的好处。特性和好处应巧妙的融合在一起，一般是先说出好处，然后再结合商品或服务特性展开论述。在介绍商品或服务的特性和好处之后，可以用事实加以证实，如：权威机构的鉴定结果、权威人士的论证、用户的反馈等。最后说明定购的方法或者查取相关信息的途径。Expressions1.介绍促销商品,使对方产生兴趣tobemadeof,tobepopularwithcustomers,tosellwell,tomeetwithwarmreception,Tobemoderateinprice,elegantinstyle,matchingincolorsandskillfulinworkmanship2商品比较,体现本商品的优势TocomparefavorablywithTobe…thanTomakeacomparisonof…inrespectto3.优惠条件togive…thefirstchancetogrant/allow/give….a….discount4,劝导客户最终行动tobeacceptabletotodeemittoone’sadvantagetodotoadvise…toworkfastGuangboGroupCo.,Ltd.501YoungorAve.,Ningbo315000,ChinaMay25,2006Wal-MartStores,Inc.Bentonville,Arkansas72716-8611U.S.A.DearSir,Weareamodernenterprisegroup,mainlyengagedinLetter1IntroducingofFashionPhotoAlbumtheofficestationery,printingpaperproduct,plasticproductaswellasimport/exporttrading.Asanewandhigh-techenterprise,wehavebecomeoneoftheTop500privateenterprisesandoneofthemostcompetitivesuppliersofstationeriesinChina.OurcompanygainedsuchhonorssuccessivelyasChineseFamousTrademark,ChinaTop10StationeryBrands,andtheFirstPaperStationeryLicenseeof2008BeijingOlympicGames.OfficeMaxInc.hasinformedusthatyouaresearchingforhigh-gradephotoalbumstobeshippedtoAmerica,andwe’dliketoofferyouour“ChinaRed”serieswhichreachastandardsufficientlyhightoredoundyourcredit.Letter1IntroducingofFashionPhotoAlbum“ChinaRed”brandphotoalbumsareexclusivelymadefromhighqualitypaperandplastic,whichhasuniquequalitiesgivingnaturalcomfortwithproperelasticityandsoftfeeling.TheyalreadyhaveagoodmarketinSouth-eastAsiaandEurope.Dealersinthislinehavereapedgratifyingprofits,andwehavenodoubtthatyouwillalsobeabletosharethesuccess.Letter1forexampleIntroducingofFashionPhotoAlbumWeencloseasetofliteratureforyourreferenceandlookforwardtoyourearlyreply.Yoursfaithfully,ZhangQiangManagerofForeignTradeDept.Letter1IntroducingofFashionPhotoAlbum1.Top500privateenterprises民营企业500强2.successively:adv.接连;相继3.licenseen.获许可的人,领到执照的人4.OfficeMaxInc:isanofficesuppliesretailerfoundedin1988andheadquarteredinNaperville,Illinois.Itisthethird-largestofficesuppliesretailerintheUSA,behindStaplesandOfficeDepot.NotestoLetter15.informv.告知，通知基本句型是:informsb.ofsth.和informsb.+宾语从句。e.g.Pleaseinformuswhatquantityyoucansupplyeveryyear.请告知你方每年可供数量。Weshallinformyouofthedateofsailing.我们将通知你方开航日期。NotestoLetter16.high-grade:ofsuperiorgradeorquality高级的7.photoalbum相册8.reachastandard:comeuptothestandardNotestoLetter19.redoundyourcredit增加你方的信誉redound为正式用语，指“促进，有助于”。10.givingnaturalcomfortwithproperelasticityandsoftfeeling（这种相册）弹力适中，手感柔软，给人以自然的舒适感现在分词短语在本句作定语修饰前面的uniquequalities。NotestoLetter111.haveagoodmarket畅销，销路好（sellwell）比较：findamarket找到销