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task 1

Are ___1____ the best way to increase sales? Probably not! For today we are looking in a market with plenty of what we have to sell. Economies have moved from____2____. There are more goods been sold today than what is actually needed. It is a buyer’s market. What the buyer demands now is service rather than hard-sell. Then how to become a good sales person. The answer is the quality of our sales people and service they offer. What is the most important thing we must do? Serve the customer. You notice that I don’t say “sell to the customer”, because we are doing far more than just selling. Through consultative selling we are helping the customer towards___3____. We do this by ___4___ with the customer, during which we ask for information, and give it. It is necessary to ask questions in order to find out what the buyer’s needs really are. The consultative sales person does not try to ___5___ with high pressure sales talk. Instead, the buyer’s needs are identified through two-way communication. By exchanging information and responding to their needs, we create customer trust.

答案：

(資料圖片)

aggressive hard-sell techniques

a period of scarcity to one of abundance

making an intelligent decision

establishing a balanced dialogue

dominate the customer

task 2

In many industries, image is usually one of the last things business owners look at. If business is not booming, they assume there is something wrong with their prices, or sales methods. However, ___1____, in a small business, image is 50% of business. The impact you have on your customers may be your appearance, cleanness of your store, equipment, uniforms or style of your brochures. Customers will judge you by the clothes you wear, the way you carry yourself, the equipment you use, the people you hire, the advertising you choose, phone conversations of you and your clerks, your work quality, cleanness of your equipment, your general appearance, your ___2____, your signage and your business cards. Therefore, you must continually look at your business image. A positive image reflects your___3____. If you are true to your customers, they will be true to you. And they will help you by word of mouth advertising. They will take your business cards, hand them out to friends, relatives and____4____. All of this is free. You don’t have to even ask for it. Mind you, even if your first impression is great, you can lose it just as fast, if you fail to handle simple details, because things change, and customer and perceptions change with ___5___and world events and views.

答案：

according to statistics

promotion literature

integrity, success, and customer service

business associates

local, regional, national

task 3

Goods are those tangible products that consumers can physically possess. Services are intangible products involving ___1___ that can not be physically possessed. Take an automobile for example; when a consumer purchases a car, he takes ownership of a physical item. But the ___2___ associated with the purchase is the service. The basic concept of services is to satisfy customers’ needs. In other words, the seller must provide the right service for the right people at the right place and at the right time. The seller must also communicate with consumers to make them aware of the services available to them. To understand the question of services, it is necessary to___3___. Services have four basic characteristics: Intangibility, inseparability of provision and consumption, perishability and diversity. Intangibility stems from the fact that services are performances. They can not be seen, touched, tasted or smelled, nor can they be possessed. Related to intangibility, is inseparability of production and consumption. Services are normally produced at the same time they are consumed. Because ____4____occur at the same time, services are also characterized by perishability. Finally, because most services are___5___, they are diversified. That’s to say, there are maybe variation from one service to another or from day to day.

答案：

a deed, a performance, or maintenance

warranty

make clear the characteristics of services

provision and consumption

labor intensive