dnes je 12.6.2024


Sales and promotion

8.8.2018, , Zdroj: Verlag Dashöfer

Sales and promotion

Edward Thomas


Read what Harry Ardsell has to say about sales. The paragraphs of his description of sales are mixed up. Can you reorganise them into the correct sequence? The answers are on the next page.

A) „Naturally, there are differences in the types of sales - for example in business to business the aims are much more to do with repeat customers and developing a fully reciprocal relationship with prospects for both sides so that you're always looking forward to future business.

B) Me, I've been in all types of sales - direct sales when I worked as a representative, cold calling where I tried to arrange appointments to discuss products, telesales, business to business sales where you get to know people over years perhaps.

C) As the bargaining process gets more developed, it becomes more of a negotiation, so with repeat customers his technique will be more negotiative. He will receive feedback, offer expertise and give advice to the buyer - free services which he hopes will produce increased sales through their ongoing cooperation and developing trust.

D) A good sales person begins with a sale pitch, which is at minimum his analysis of the product he is selling translated into the possible needs of the buyer, and at best a combination of this with his assessment of the buyer he is dealing with. This is intended to open a discussion. After he has got the buyer's interest, he will perhaps offer discounts and start to bargain with the buyer as he tries to close the deal.

E) I've enjoyed them all, mainly I think because common to all of them is the human factor- you have to tailor your approach, to receive feedback, to adapt to the buyer's needs, and establish a relationship.

F) So in the end, as I said, sale is about relationships. Good sale is about helping people to help yourself, and that's what I, Harry Ardsell, aim for.

G) What qualities do you need for that? You need to be a good listener, a problem solver and sincerely interested in your customer. This is in order to identify their needs, offer a solution and win their trust.”

Correct answers are here1


Look at the nouns in the table below. They are taken from the article in Advertising 1. Can you connect them with the right descriptions? They are all key terms from sales.

1) Cold calling a) price reductions offered to a buyer to help the chances of a sale.
2) A representative b) discussions where each side can change their positions to get a better deal.
3) Telesales c) ongoing partnerships where both sides get something that they need.
4) Business to business sales d) a salesman or woman who is employed by a company to sell its products.
5) Repeat customers e) someone who might purchase a company's products.
6) Feedback f) selling to corporate clients rather than the general public.
7) Reciprocal relationships g) future possibilities of doing business with someone.
8) Sales pitch h) sales that involve calling people and trying to sell over the phone.
9) Buyer i) contacting possible buyers who are not expecting it, hoping to organise a meeting at a later time.
10) Discounts j) the basic offer which a salesman explains to a possible buyer.
11) Prospects k) the buyer giving the salesman information about his or her needs and their experience with the salesman's product.
12) Bargaining l) people who return again and again to buy things from the same company.

Correct answers are here2


Look at the sentences which follow the two boxes below. Can you match verbs and nouns and put them in the correct spaces? Remember that it's possible some verbs could fit more than one noun, so there could be a couple of correct ways to fill the gaps. Using each verb and noun only once, try to get the ideal combinations so that all the sentences work properly.

arrange, discuss, receive, give, offer, open, tailor, adapt, develop, meet, establish, identify
appointment, products, feedback, advice, expertise, discussion, approach, requirements, relationship, needs

A) „Is it possible that we could 1.