STARTING Ul

IJ

1!1

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

> CD1 .25-1.27 Listen to three people talking about their shopping habits
and answer these questions.
1

What do they like and dislike?

Which shopper are you most like?

How are shopping habits changing in your country?

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UNIT 3 SELLING

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

A . CI."!ft?.<;:.tr.er . is another name for a 'producer'.

b) distributor

a) supplier

Suppliers often sell large quantities of goods to . . . . . . . . . . . . , who do not usually sell
directly to consumers.
a) wholesalers

b) retailers

c) manufacturers

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
5

b) refund

c) return

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

c) return

b) refund

6 Goods will be . . . . . . . . . . . . within 24 hours of your order.

a) dispatched
7

c) warehouse

b) storage

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

b) bargain

a) sale

I]

c) exchanged

Goods are kept in our . . . . . . . . . . . . until ready for delivery.

a) stock

b) purchased

c) offer

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
method of money-back out of

interest-free

loyalty-card

I credit

details

guarantee

payment

pffiOO

scheme

service

stock

the time when you can change your mind and cancel an order coolin9-off period

the name, number and expiry date on your payment card

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

II
See the DVD-ROM
for the i-Giossary.

4
V

llJ

method for customers to obtain a discount on future purchases from the same
organisation

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

Which of the answers in Exercise B would you expect to be i mportant in

each situation/ purchase in Exercise C? Discuss your ideas.

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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?

QVC sells to consumers in which countries?

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
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-tounderstand way.
. . . . . . . . . . . .

Sue Leeson

. . ...... . . . .2

..

II

Watch the
interview on
the DVD-ROM.

. .

. . .

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

You need to know:

the product . . . . ... . ..

what the product can or can't .

when the product is or isn't

. ...

.. ..
..

...

...

. . .

..

...

..

..

. .

. .1

. . . . . . . . . . .3

llJ

l C01.30 Listen to the third part and answer these questions.

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?

Why are beauty products easy to sell on TV?

Which type of product is difficult to sell, and why?

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

1!1

II

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.
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)
b)
c)
d)

Motivation
Professionalism
TV
Personal qualities

e)
f)
g)
h)

Main finding of the survey 1

Why women make the best salespeople
What the survey asked
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)
b)
c)
d)

Know your business

Appearance
Confidence
The sales mindset

e)
f)
g)
h)

Numbers, numbers, numbers

Know how far you'll negotiate
People dislike selling 1
Develop a sales process

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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

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.

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?

What do you need to know well?

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

What should you do when you are rejected?

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

a) two-thirds
h) 41
i) 3

b) h alf
j) 10

c) 53
I<) 5 5

d) 66
l) 47

in

e) 53
m) 87

their article.
f) 47
n) 86

g) third
o) 25-35
25

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UNIT 3

...

SELLING

LANGUAGE REVIEW

Modals 2: must,
need to, have to,
should

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

You should follow up all your leads.
You shouldn't talk about yourself.
We use have to or need to to say that something is necessary or very important.
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.

Can you be a member if you earn $50,000?

Is it necessary to sit through a timeshare sales presentation?

Is it necessary to stay for at least seven nights?

No

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

5 Can you book 90 days in advance?

6 Is
7

I]

it

necessary to go to members' welcome nights?

Can you be a timeshare member if you are 2 1 ?

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.

We've reached our sales targets,

b) so we must not offer any further discounts.

Our profit margin is low,

c) so you must be confident.

My business is quite small,

d) so you'll have to buy it on disk.

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
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UNIT 3

.. ..

SELLING

Work in two groups, A and B.

SKILLS

Negotiating:
reaching
agreement

Group A: Look at the negotiating tips on page 132.

Group B: Look at the negotiating tips on page 136.

I]

Each group agrees on the five most important negotiating tips on its list.

Form new groups with members from Groups A and B. Agree on a single list
of the five most important tips from both lists.

>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?

Which of these do they discuss?

II

liJ

quantity

price

discounts

colours

delivery

warranty

models

What will they discuss after lunch?

>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.

Martin:

If you order 10 vehicles, you'll be paying us about 100,000 , minus the 2%

. . . . . . . . . . . . we offer a new customer.

Martin:

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

Chen:

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

Chen:

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

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.

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

possible.

Unfortunately, we can't do that.

Fine./OK./Great!

BARGAINING
If it works, we'll increase the order
later on.
If you increased your order, we could
offer you a much higher discount.
That might be OK if you can guarantee
delivery by then.

FINISHING THE N EGOTIATION

Right, we've got a deal.
Good, I think we've covered everything.
OK, how about dinner tonight?

MAKING CONCESSIONS
We could possibly deliver by August.
That could be all right, as long as
you pay more for a longer period.
We can do that, providing you make
a down payment.

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A partnership
agreement
How can a jet charter company stay a head of t h e competition?

Background
EPJS (Executive and Private Jet Service) is a jet charter company. It arranges travel in private jets
for top executives and VIPs (very important people). It provides a customised service, looking
after all its customers' requirements, from booking tickets to transporting air travellers to their
final destination.
It is currently negotiating a partnership agreement with the Megaluxe group of hotels. Based
in Stuttgart, Germany, Megaluxe has five-star hotels across Europe, Asia and South America.
EPJS has agreed to give Megaluxe 'preferred partner status'. This means that EPJS will always
reserve rooms for its customers in a Megaluxe hotel, providing the customer has not expressed a
preference for another hotel.
EPJS is a fast-growing company, but it is facing strong competition from other charter airlines.
To beat the competition, it must offer customers a very attractive package: goodvalue prices,
special assistance at airports, superb hotel accommodation and outstanding service.
EPJS and Mega luxe have met several times. They are now ready to negotiate some of the key
terms of the contract.

..>)) CD1.33 Listen to a conversation between a director of EPJS and a director of Mega luxe. They
are discussing the agenda for the negotiation. Note down the agenda items.
1
I

EPJS customer profile (% of total customers p.a.)

1

*Super-wealthy

2 ** Wealthy
3 Business executives

4 VIPs
5 *** Other

1%
3%
82%
6%
8%

* Very high net worth (over $30 million)

** High net worth (over $1 million)
*** Clients chartering for special events, e.g. celebration trips,
family reunions, sportsteam travel, bands on tour, etc.

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SUITES

ROOMS

RESTAURANT

BUSINESS CENTRE

We lco m e to M e ga l uxe h otels

Every modern convenience

Splendid views of the city
Elegance, luxury, relaxation

SPA

BARS

REST ROOMS

ROOM RATES
Format
Platinum Suite
Gold Standard
Executive Standard

POOL

INDOOR TENNIS

CONCIERGE SERVICE

Arrangement
Suite
Double room
Double room

GOLF COURSE

MEETING ROOMS

Rate per night

$4,000 per night
$1,000 per night
$850 per night

Work in two groups.

Group A: You are directors of Megaluxe. Turn to page 133.
Group 8 : You are directors of EPJS. Turn to page 138.

Read your role cards and prepare for the negotiati on. Use the agenda items that
you noted down during the telephone call. Try to agree on a partnersh ip d e al.

Watch the Case

study commentary
on the DVD-ROM.

Writing
As a director of EPJS or as a d irector of Megaluxe, write a letter to the person you negotiated
with, summarising what you agreed.
27 November
Dear [name],
Below is a summary of

the

points we agreed

at our recent meeting.

c:J

Writing file page 128

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