Introduction Sales Conversations
In this chapter we will practise the topic of sales conversations by going through the levels
A2, B1 and B2. Each level has various aspects that you need to know and understand in order to sell a product. We will be working with dialogues, role-plays, exercises, vocabulary etc. to practise your language and independent study skills.
At the end of this chapter you will find a vocabulary list that you can use for practising the role-plays.
Picture
Have fun!
© W.S. Hilarius, M.E. Schaap
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Introduction of task
You are going to be a shop-assistant in a department store or a specialist store. In order to help your customers in a proper way you for instance need to know the English words for most products you will be selling. You also must be able to explain what these products are and how they function.
Result
A list of English and Dutch vocabulary will be created concerning:
™ departments
™ products in a specific department
™ manuals and descriptions
This vocabulary will be studied and tested by using www.WRTS.nl
.
You will also be able to describe products, what they can do and how they function.
Process
Assignment A
Match the following words
1 furniture - g meubilair
2 groceries b schoeisel
5
6 bread and confectionary e meat and poultry f kleding herenkleding
8 footwear h melkproducten
9 clothing i speelgoed en spelletjes clothes j dameskleding
11 women’s k fournituren
12 household goods l kantoor en schrijfartikelen
13 haberdashery m doe
15 electric o cosmetica
16 jewellery p brood en banket
17 cosmetics q huishoudelijke
18 toiletries r juwelen
19 toys and games s toiletartikelen
20 stationery t elektrische
© W.S. Hilarius, M.E. Schaap
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A2
Assignment B
1.
Make a list of at least 50 Dutch words and products that you will be selling in the department store you work in. Put the list in alphabetical order. Do not forget the small products.
2.
Then translate the list into English and put this list into your PPB.
Assignment C
1.
Collect 5 English manuals, descriptions or sales information of products. You can copy this information if you cannot find it. Underline the important words in the texts; then write down these words and translate them into Dutch. Make sure that you use the proper translation.
Add these words to your PPB
2.
Write a short description of these articles, using your own words. Make sure you mention what they are and how you can use them.
Example picture webcam Philips
This is a webcam by Philips. It has a rotating lens so you can change the angle of the camera. When the camera is on you see a blue light.
It is possible to take photos without using the mouse by using the snapshot button. You can connect the camera with the USB port of the PC with a USB cable.
It is easy to install the camera, just insert the installation CD-rom into the CD-rom/ DVD drive, select the language, select the camera driver and follow the instructions on the screen. After this you only have to restart the computer and it will work.
As you can see in the example it is not very difficult to do. You scan the text for important parts and then you rephrase them into normal sentences. Everybody can do this!
Now hand the description in with your teacher. If the teacher tells you that you need to improve the description, do this until you have got it right!
Assignment D
1.
Learn the words by heart.
2.
Test yourself by using www.WRTS.nl
and show the result to your teacher. You have finished this task when you have passed the description and test.
Assessment
¾ Writing assessment form A2
¾ Vocabulary
© W.S. Hilarius, M.E. Schaap
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things
Introduction of task
Sometimes people have questions about the size or form of a product and sometimes they are looking for something they can only describe in vague terms. It is up to you to help them to find what they are looking for. In order to describe things you must know the vocabulary used in these situations. In this task you will learn all about sizes, patterns, measurements and weights.
Result
You are going to get acquainted with specific vocabulary. You will describe products by using this vocabulary. This means that you will add new words to your PPB and will use vocabulary for sizes, measures, shapes, weights and colours. This way you will know how to use other words if you do not know the correct terminology.
Sources
You will use advertising brochures from stores such as Praxis, Blokker, Kruidvat and Hema.
Theory
Shoe sizes
English sizes
3 36
4 37
5 38
6 39
7 40
8 41
9 42
10 43
11 44
12 45
When you buy/sell shoes you can use the following terms:
- The shoe pinches
- It is too tight.
- It has got Velcro fastening
- They are high heeled
- These are laced boots
- Those are flat (heeled) shoes
© W.S. Hilarius, M.E. Schaap
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A2
Measures
The height
The length
The width
The depth
1 inch : 2,54 cm
12 inches : 1 foot (0,3048 m)
3 feet
1 mile
: 1 yard (0,9144 m)
: 1,609 km
1 pt (pint) – 0,56 lt
– 4,5 lt 1 gallon
1 ounce
1 pound
1 stone
- 28,35 gram
- 450 gram
- 6,5 kg
Measures we use for people
Stone describing weight: he is 11 stone 50
Foot describing height: he is 6 feet 1 tall
Forms (insert pictures)
Circle
Square
Triangle
Rectangular
Trapezium
Oval
Cube
Slab
Cylinder
Cone
Size small, medium, large
Colours
Of course you know all the colours, but sometimes you need to describe a specific shade.
Here are some that you can use:
Electric blue
© W.S. Hilarius, M.E. Schaap
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A2
Process
Assignment A
1.
Look at the advertising brochures (see sources) and cut out four products. Stick the pictures of these products on an A4 sheet of paper and write a description next to the picture. Use the vocabulary mentioned in the theory.
2.
Hand this in with your teacher.
Assignment B
1.
Work in pairs.
One student thinks of a product and the other student asks questions to find out what product it is. Decide first if you will take any product (which is very hard) or a product from a specific branch or store.
2.
After asking the questions and guessing the answer, discuss which questions were good and which other questions you could have asked instead.
3.
Write this down and put it in your report
4.
Switch and do the same again.
5.
Hand-in this report.
Assignment C
1.
Prepare a crystal clear description of an article and tape this on your MP3 player like you were making an announcement.
Assessment
¾ Speaking assessment form A2
¾ Writing assessment form A2
© W.S. Hilarius, M.E. Schaap
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Selling A2
Introduction of task
As a salesperson in a shop you should be able to help all kind of customers. They might be looking for a specific product or item but they could also be browsing. It is your job to find out what kind of customer you are dealing with.
Result
You know various ways to attract the customer’s attention and you can sell or advice them in a good manner.
Theory
Examples and explanations of sales conversations.
S.A. = shop assistant
C. = customer
A man of mid-forty is looking at a jumper. He is holding it up with two stretched arms. The shop assistant goes up to him:
S.A.: Good morning Sir, Can I help you? Would you like to fit it?
C: No thank you, I was just wondering what strange colour this jumper is. It really is the oddest I have ever seen. It doesn’t match anything.
This didn’t go smoothly. Obviously the shop-assistant didn’t observe the customer well. He should have seen the look on the customer’s face. It might have shown puzzled, amazed or curiosity. It certainly didn’t show interest or desire.
A woman is looking through the CDs. She seems a little desperate.
S.A.: Good afternoon, would you like any help?
C.: Yes please, I’m looking for Racoon. They don’t seem to be anywhere.
S.A.: Of course we’ve got Racoon. This is the urban-section, you can find them over there in the hit-section.
C: Ah yes, thank you.
This went better: the shop assistant recognized the look on the woman’s face and offered his assistance.
Two women are browsing through the shop. They pick up some articles, look at them and go on to the next shelf.
S.A. : Good afternoon ladies, if you need any help, please ask.
C : Thank you, we’re just browsing.
The body language of the women was well read. They were just looking at the articles. At this moment it is not necessary to go up to the women and offer assistance. This might even chase them away. They just want to go through the shop in their own way.
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A2
Process
Assignment A
1.
In pairs choose two of the following cases and act them out. You can record your dialogue on
MP3 or videotape the scene. Make an effort: these should be great sales conversations.
Case 1
There is a pile of jeans on the table in the back of the shop. The jeans are €20. A few women are going through the pile, pulling jeans out and looking at sizes. There are only a few sizes left. One woman is looking puzzled (person A). The shop assistant (person B) goes to her and offers his/her help. There is not much he/she can do as these are the last of these jeans in the shop. However as a shop assistant always be friendly and polite.
Case 2
The Pharmacy has got a display with Valentine presents. A young man (person A) is looking for something special for his girlfriend. The shop assistant (person B) goes to him and offers his/ her advice.
Case 3
In a gift shop an American customer (person A) is looking at all the souvenirs that are displayed; little clocks, plastic tulips, small windmills etc. The shop assistant (person B) goes up to the customer and advises. The customer would like to buy small things as they are easy to take home.
Case 4
A customer (person A) is looking for a pair of boots. She would like to fit three different pairs.
The shop assistant (person B) offers his/her help. Ask for the size, the fit, etc.
Case 5
An elderly lady (person A) comes to the counter for help. The shop assistant (person B) asks what he/she can do for her. She wants a new gameboy game for her grandson. The shop assistant asks what kind op gameboy this is. It is a PSP with a double screen. The shop sells games such as: Fifa 2006, Sims and Pokemon Emerald (latest edition).
Assignment B
Discuss with your partner what the difficult parts were. Did you know the words, was it easy to be polite and could you ask the right questions? Do you need more practice? Write down your conclusion.
Assessment
¾ Speaking assessment form A2
© W.S. Hilarius, M.E. Schaap
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Introduction of task
In this task you will be advising customers during a sales conversation. It is important that you will pay attention to your attitude and sales strategies.
Results
™ You will be able to advice customers or clients according to the four steps given in the theory.
™ You know which subjects to avoid in a sales conversation.
™ You can read and understand a level B1 text from a business journal.
Theory
Examples of a sales conversation in which advice is given.
S.A. = shop assistant
C. = customer
S.A Good morning Sir, Madam. Can I help you?
C. Yes please, we’d like to buy an MP3 player for our daughter.
S.A. Well, let me show you some MP3 players. First of all there’s the difference in memory;
MP3 players come in 128 MB, 256 MB, 1 GB or 4 GB.
C. Could you explain that to us?
S.A. Yes, of course. You must know that every song that is downloaded from internet consists of 12 MB. This means that you can only put about 10 songs on the 128 MB
MP3 player. The 256 MB can contain about 20 songs and so on.
C. I see, so what do you recommend?
S.A. Well, that all depends on the price you are prepared to pay and what she want to do
C. with it.
I think she has to record her conversations on it and send them to her teacher.
S.A. Ah yes, well I don’t think she needs a lot of space then. I would recommend the 256.
That should be enough in this case. These small MP3 players have voice recording possibilities. Apart from that they are very easy to use.
C. And what about the price?
S.A. Well, that’s all up to you. Some are only 39 euros. The quality of these is less than for instance this one. The one over there looks nicer; it has a nicer design and is more exclusive.
Giving advice is not as simple as it seems. You have to listen very carefully and you need to put yourself in the customer’s situation. Only then it is possible to give good advice.
For example:
“On television there is a commercial in which a girl advises an older woman to wear clothes that are too young for her. The woman specifically asks: “Can I wear this?” The girl answers that it looks lovely.”
The result is that the woman will never return, neither do her friends, relatives and whoever saw her in this outfit. You must understand that bad news travels fast and bad advice is the worst advertisement.
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How can you advise your customers or clients?
4. Know your products
As you can read in the following job description giving advice is essential for shop assistants.
To do this work you need good communication skills and the ability to advise customers on pet care. You need knowledge on basic numeracy and cash handling. You need stamina in order to stand and walk for long periods and to lift heavy goods. You need to be interested in working with both pets and people.
Process
Assignment 1
SELL MORE
Laura Laaman is an award-winning sales, management and customer service speaker and trainer.
For free sales tips and newsletter go to www.lauralaaman.com
or call 1-888-SELL-MORE.
Monday, January 23, 2006
Avoid taboo subjects -- or else risk losing the sale
Laura Laaman
One of the top tools of salespeople is their gift of gab. But there are definitely some topics to stay away from when conversing with customers.
Most business people understand they should avoid conversations about sex, politics and religion.
However, some people are slow learners when it comes to figuring out what's taboo.
At a recent sales training session, a salesman recalled talking with a male customer as an attractive young woman walked past the store's front window. "Wow, would you look at that!" the salesman said.
The customer was confused. "Look at what?" he asked.
"Look at that babe."
"That's my daughter" was the last thing the salesman heard as the customer stormed out.
Beyond the traditional taboo topics, telling a customer what to do is also a bad idea -- especially when it involves the customer's parenting skills.
An example: A mother was shopping with her child at a furniture store. I watched as the child climbed on a mattress and box springs and started jumping as if on a trampoline. The mother was oblivious.
In disgust, the salesman yelled over to the mother, "You really should watch your child better. This is not an amusement park."
Think he got the sale?
© W.S. Hilarius, M.E. Schaap
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Although I agree the little darlings should not be able to jump on furniture, there are better ways to move your customers forward without telling them what to do. Learning how to give advice in an appropriate way is a gift of top communicators.
The salesman could have stopped the child from jumping and preserved the sales relationship by simply approaching the mother and letting her know he was concerned for the child's safety, pointing out she had been jumping on the bed. Ninety-nine percent-plus of mothers would have immediately stopped the child from misbehaving.
Current events are another risky topic. Just the other day, I watched as a customer was ready to make a store purchase. She had her credit card in hand. The conversation between the customer and the salesperson took a turn from the merchandise to a cover story on the newspaper on the salesperson's desk.
They began discussing their opinions on the guilt or innocence of a celebrity on trial. It was obvious both the salesperson and the customer felt strongly about their opposing opinions. I cringed, feeling the salesperson drifting deeper and deeper into quicksand.
Guess who won the debate. The customer left without buying a thing. She left with a polite smile, but she did leave. The poor salesperson was clueless as to what went wrong.
Great salespeople understand the importance of getting close to their customers emotionally and establishing common ground. But that doesn't mean they say everything they think -- especially when it involves a taboo topic.
When taboo topics arise, remember this wise advice: If you can't say something nice, don't say anything.
Politely smile and change the subject. http://www.bizjournals.com/extraedge/consultants/sell_more/2006/01/23/column202.html a. b. c.
Underline every word of which you do not know the meaning. Look up the translation in the dictionary.
What taboo topics are mentioned in this article?
In the case of the jumping child, what should the sales person have said to the d. e. mother?
“Great salespeople understand the importance of getting close to their customers emotionally and establishing common ground.” Rephrase this in your own words.
Have you ever seen or have you ever been part of such an awkward situation in which a sale failed? Discuss this with your partner.
Assessment
© W.S. Hilarius, M.E. Schaap
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Sales Conversation_____________________B2
Introduction task
Sales conversations occur in many branches. Selling an insurance policy or a package tour is not much different from selling a washing machine. The essentials are the same. Every good sales conversation has the same structure. In this task you will learn to deal with this structure and to practise your selling skills according to the steps involved.
Result
™ You understand the steps of a sales conversation and you can work according to these.
™ You know enough vocabulary to deal with a sale as needed in B2
™ You can read an article from a business journal and you can reflect on that.
Theory
Example of a sales conversation.
Jane is a travel agent in a travel agency. She is busy filing vouchers when a customer enters the agency. Jane smiles friendly to the woman. The woman smiles and goes to the shelves.
Jane allows the woman some time and then approaches her.
TA = travel agent
C = customer
TA Good morning, Madam. Are you looking for something specific?
C Well no, not really. I was just going through some brochures.
C
C
C to your destination?
No, we usually go by car. Actually I was looking for a city tour. and Rome this week. Perhaps you are interested in these?
I might be, I just don’t know. I haven’t discussed it with my husband. you can decide whether you would like a four or a three star hotel. It is all up to your budget. with my husband.
TA Yes of course madam. That’s possible. But do you have a specific date in mind?
C Yes, I was thinking of the spring holidays.
C would prefer I could see if there is still something available.
Well, to be honest, Rome sounds wonderful. a moment. and on Saturday 15 March at 07.00 hours. Your return flight could be Sunday 23
March at 20.00 or 22.00 hours. There are just a few seats left. You have a choice of four hotels, so that won’t give a problem. The flights however have limited availability.
Is it possible to call you tonight and book then?
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C for you.
Oh, that’s nice.
TA Could you give me your telephone number?
C Yes, that’s 020-6789345.
TA Thank you. I will call you around seven o’clock tonight, does that suit you?
C Yes, that’s fine. Thank you. Goodbye
TA Goodbye.
A sales conversation in steps . o Approach and greeting
When you walk into a shop you would like to be noticed, especially if you are looking for something specific. The fact that someone comes up to you, smiles friendly and asks if he/she can help gives you the feeling that you are in the right place. Even if the salesperson is busy but nods or smiles at you, you feel welcome. It ensures you that he/she will be with you in a minute.
Step 1: As a salesperson always acknowledge new customers by approaching them or by nodding or smiling at them. o Question
After the first approach find out what the customer’s intentions are. Is he a deciding customer and does he know exactly what he would like to buy? Or is he an undeciding customer and is he looking for something specific but he doesn’t know which product is best? And, of course, there is the browsing customer who is just looking.
Step 2: Always listen carefully and ask the right questions. If you understand the customer and he trusts you, it will be easier to sell your product. o Demonstration
When you have established his trust you will show him some articles or products; you must create excitement and desire. Show some products and demonstrate them if possible.
Step 3: Mention the features and benefits and ask the customer’s opinion.
You should always have an alternative product in mind. o Objections
Many customers have objections one way or the other.
Step 4: Find out their true objections and deal with them.
Think of a solution or an alternative. Use technical terms and convince the customer that this product or the alternative product is the best he can get for this price. o Closing sale
Step 5: Recognize the buying signals of the customer and close the sale.
After the customer has paid for the product reassure him that this article or product is a good purchase. Confirmation is essential.
© W.S. Hilarius, M.E. Schaap
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B2
Process
Assignment A
As a sales person in a shop you should be able to help all kind of customers. They might ask for a specific product or are just browsing. You have to find out what they would like and hopefully sell a product to them.
You know various ways to attract the customer’s attention and you can sell or advise them in a perfect manner. Choose two of the following cases and act them out. You can record your dialogues on MP3 or videotape the scene. Make an effort: one of them should be a great sales conversation!
1.
There are three types of customers. Write down which three types there are, how you would approach them and would deal with them. Use the steps in the text a sales conversation in steps.
2.
Work in pairs and read the cases below. Choose a case.
Make a mind map as shown in the example on page 16. One of you will make one for the arole of the shop assistant and the other will make a mind map for the b-role of the customer.
How to make a mind map:
Put one word in the middle of an empty page that concerns your product. Then write down words and phrases around this word which are connected to this product.
If you only know the Dutch word: look the English translation up in the dictionary.
Case 1
A: Situation
You are working with BCB, a specialist shop for electronic supplies. You have got many different web cams and they vary in price from € 19.90 to € 59.90. Some web cams have a built in microphone, others have microphones attached to the headset. The price depends on the speed of the web cam. Some are very fast but expensive. You have got a Philips SPC on offer for € 19.90. It is not very fast but the manufacturer offers a free headset with microphone when the customer sends in a form.
B: Situation
You are the customer. You would like to buy a web cam. Your children are going to use it for
MSN. You would like a headset with microphone and it should not be too expensive. You have heard that speed is not very important for MSN as this program is not capable of sending the images very fast anyway. You decide after some discussion to take the one that is on offer.
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Case 2
A: Situation
You are working with ANBW as a trainee travel agent/shop assistant. You sell maps, clothes, books, camping equipment and in your travel agency you also sell package tours, city tips, flights etc.
When you help the customer you will ask for shoe sizes, advise which shoe is particularly comfortable and explain that this shoe is worn by many other travellers; it is a best seller!
During the fitting you tell the customer that she can go to the travel agency to get some more travel information on their trip to Greece.
B: Situation
You have just rented a cottage in Greece for three weeks in the summer. You plan to walk there and it might be very warm.
You need a pair of walking shoes for your trip. You look at some shoes and sandals and decide you want to try some on. Meanwhile you discuss your travel plans with the salesperson. You don’t know exactly how to drive to Greece (what route to take).
Case 3
A: Situation
You are working as a shop assistant in a fashion shop Vera Moda. You help customers by advising them. You get different clothes and sizes when the customer asks for them. You discuss fit, sizes, patterns, colours, etc.
B: Situation
You are browsing through the shop. You are not looking for anything particular but you like a dress but you also fancy a nice jacket. You try on the various dresses and two jackets. Ask for other sizes and discuss the fit and patterns.
3.
Act out the case and record it on MP3 or have it videotaped by someone else. You can use the sentences given under the heading words and phrases on pages 17 and 18.
4.
Switch cases and do the same as above.
Assignment B
1.
Read the following text.
SELL MORE
Laura Laaman is an award-winning sales, management and customer service speaker and trainer. For free sales tips and newsletter go to www.lauralaaman.com
or call 1-888-SELL-MORE.
Monday, December 12, 2005
Every salesperson should use the 'puppy-dog close'
Laura Laaman
© W.S. Hilarius, M.E. Schaap
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One of the largest obstacles in sales is when customers just aren't convinced your product or service is the right fit for them.
It is critical for businesses to find a way to prevent prospects from slipping through their fingers and wandering out into the world filled with their competitors. After all, the business has already made a huge investment getting its customer's attention through marketing. It might as well go one step further and close the sale. But how?
There is a proven way to overcome customer complacency. If you've studied sales, you're probably familiar with the "puppy-dog close," a powerful and competitive way to engage prospects with your product, service or company -- now.
Rumour has it this sales close started with a puppy. It seems a smart pet-store owner displayed his puppies in his store window. One day, a little boy named Bobby was strolling along with his mother and stopped to visit with the puppies. The store owner asked if Bobby would like to hold the puppy.
"Oh, Mommy, can I?" pleaded Bobby.
"OK, but only for a minute," his mother reluctantly agreed.
After more than a few minutes, Bobby's mother was ready to leave. But Bobby didn't want to let go of the puppy.
"Boy, that puppy really likes you, too," the store owner said. "You know, I'm going to be closing up for the night, and this puppy is going to be here alone. Would you like to take him home for the night? If you don't like him, you can bring him back in the morning."
You know the end of the story. The puppy never went back to the store, and Bobby and his new puppy lived happily ever after.
You don't sell puppies. But this strategy also works on other, bigger purchases. Have you purchased an automobile recently? Smart car manufacturers and dealerships have taken the test drive to a new level. They not only allow prospects to drive the cars around town for a few minutes; some also let you take the car home overnight to help overcome the many objections associated with it (not sure if it's really comfortable, too large for my garage, will it fit all the family, etc.).
Here's another application. While getting cars serviced, many dealers -- rather than giving you an older-model loaner -- will let you use a new car, in hopes you fall in love with it and trade yours in.
Do you have a new product or service you want customers to try?
Magazines offer a free subscription, fitness centers offer a free trial membership and water companies sometimes offer a free water analysis. The list goes on and on. The purpose of these guarantees is to make the consumer feel comfortable with his purchase, reducing his risk of being stuck with a product he doesn't like -- and getting you more customers quickly.
Figure out how you can use the "puppy-dog close" to make it easier for your prospects to become your customers. http://www.bizjournals.com/extraedge/consultants/sell_more/2005/12/12/column197.html
2.
Discuss in groups how you can use this puppy-dog close for a clothing shop and an electrical supplies shop. Think of new examples of branches in which you can use this closure
© W.S. Hilarius, M.E. Schaap
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Mind Mapping
Example: Book
B2
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Words and phrases Sales
Attracting attention o Good morning / afternoon / evening. o Can I help you? o Would you like assistance?
Questioning o Are you looking for something special / particular o Would you like to fit it? o If you need help, just ask. o What size do you take? o What is it that you are specifically / particularly looking for? o What are you looking for? o When would you like to use it? o What is it for? o What would you like to do with it? o When would you like to wear it? o For whom is it? o What are your intentions with it? o Have you got anything particular in mind? o How would you like to use it? o What kind of …. Have you got in mind? o Is it for you or your children / husband / wife? o What’s the age of the person? o How old is she / he?
Demonstration o I’ve got something special for you. o How about this, wouldn’t this be nice? o I’ve just the thing for you. o Let me see if I can find you something. o Doesn’t this look nice? o Does fit? o Isn’t it too tight / small? o Let me show you this. o This is really perfect for you. o This is just what you’re looking for. o I can show you two good articles o This is especially made for …. / good for … o I could get you another size. o I can also advise you to take this one. o There’s another item I would like to show you.
Handling objections o If you think this is ……….. than I could offer you …………….. o We’ve got some outstanding offers like ……………… o If you need to (technical terms) you really need this. o I can show you the B-line. This one is also very good in its price range o If you’re looking for something smaller than we have got this ………………. o It’s a lovely colour it matches your ……………….. o What are you afraid of …………. o I can assure you that …………………….
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Closing the sale o What do you think? Isn’t this what you need? o Don’t you think this is it? o I know this one is the best. o You can pay at our cash desk over there. o You can pay in monthly instalments o You’ve made an excellent choice. o You won’t regret this. o I think this is perfect for you. o You will really enjoy this product. o Good choice, you won’t find anything better. o Anything o Can I get you anything else? o Can I also show you this as …….. o You mentioned ……. I can show you …………… o Did you consider an extended guarantee? o Would you like to take out an insurance? o Are you insured for …………….
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