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1、Chapter 5Sales Management5.2Steps in the Selling Process5.2 Steps in the Selling ProcessThe seven basic steps are:Generating leadsQualifying leadsApproaching the customer and probing needsDeveloping and proposing solutionsHandling objectionsClosing the saleFollowing up5.2 Steps in the Selling Proces
2、sfeather:n.character,kind,or nature:特点特点,种类种类,本性本性Birds of a feather flock together.Birds of a feather flock together.I am not of that feather.I am not of that feather.我不是那我不是那我不是那我不是那种种种种人。人。人。人。in place:在适合的位置上在适合的位置上,就绪就绪;在原地在原地With everything With everything in placein place,she started,she star
3、ted the slide show./While marching the slide show./While marching in in placeplace,the band played a popular tune.,the band played a popular tune.in place of=instead of:替代替代;out of place:在不适当的位置在不适当的位置;in places:在某些地方在某些地方,有几处有几处5.2 Steps in the Selling Processgather:vt.to collect into one place;ass
4、emble:收集收集;to attract or be a center of attraction for:吸引吸引The teacher gathered the pupils round The teacher gathered the pupils round her.her.老师把小学生们老师把小学生们老师把小学生们老师把小学生们聚集聚集聚集聚集在她周围。在她周围。在她周围。在她周围。customize:vt.to make or alter to individual or personal specifications:定做定做customize a van:customize
5、a van:定做一辆大篷车定做一辆大篷车定做一辆大篷车定做一辆大篷车customized:adj.tailored;custom-built;custom-made;custom-tailored:adj.定做的定做的,订制的订制的5.2 Steps in the Selling ProcessEastman,George(1854-1932):American inventor and industrialist who invented a dry-plate process of photographic film development,flexible film,a box came
6、ra,and a process for color photography.伊斯曼，乔治伊斯曼，乔治(1854-1932)：美国发明家：美国发明家和实业家。他发明了照相胶片的干片显影和实业家。他发明了照相胶片的干片显影方法、可卷的胶片方法、可卷的胶片(即胶卷即胶卷)、盒式照相机以、盒式照相机以及彩色照相法。及彩色照相法。5.2 Steps in the Selling Processanywhere fromto:prep.从从.到到.间间的任何数量的任何数量routine:adj.in accord with established procedure;habitual;regular;h
7、aving no special quality;ordinary:例行公事的例行公事的;习惯性的习惯性的,常规的常规的;平凡的平凡的,普通的普通的a routine check of passports:a routine check of passports:对护照的对护照的对护照的对护照的例例例例行行行行检查检查检查检查made his routine trip to the store:made his routine trip to the store:照常照常照常照常去商店去商店去商店去商店a routine day:a routine day:平淡平淡平淡平淡的一天的一天的一天的
8、一天5.2 Steps in the Selling Processqualify:vt.to declare competent or capable;certify:证明证明合格合格;检验检验,证明证明probe:v&n.to delve into;inquire;investigate:调查调查,查究查究,探查探查She tried to probe my mind and She tried to probe my mind and discover what I was thinking.discover what I was thinking.她试图她试图她试图她试图刺探刺探刺探刺
9、探我的内心我的内心我的内心我的内心,想知道我在想什么。想知道我在想什么。想知道我在想什么。想知道我在想什么。to probe rumors to the bottom:to probe rumors to the bottom:彻彻彻彻查查查查谣言谣言谣言谣言来源来源来源来源to probe a matter to the bottom:to probe a matter to the bottom:彻底彻底彻底彻底调调调调查查查查一件事一件事一件事一件事5.2 Steps in the Selling ProcessAIDA concept:AttentionInterestDesireAc
10、tion5.2 Steps in the Selling Processlocate:vt.to determine or specify the position or limits of:确定确定;to find by searching,examining,or experimenting:找出找出locate Albany on the map:locate Albany on the map:在地图上在地图上在地图上在地图上确定确定确定确定阿阿阿阿尔伯尼的位置尔伯尼的位置尔伯尼的位置尔伯尼的位置locate the source of error:locate the source
11、of error:找到找到找到找到错误的来源错误的来源错误的来源错误的来源We located the shops and the post We located the shops and the post office as soon as we moved into the office as soon as we moved into the town.town.我们一搬进那个镇我们一搬进那个镇我们一搬进那个镇我们一搬进那个镇,就就就就找到找到找到找到了商店和邮局的了商店和邮局的了商店和邮局的了商店和邮局的所在地。所在地。所在地。所在地。5.2 Steps in the Selling
12、 Processauthority:n.the power to enforce laws,exact obedience,command,determine,or judge:权力权力;能力能力develop:to bring from latency to or toward fulfillment:开发开发,激发激发an instructor who develops the an instructor who develops the capabilities of each student:capabilities of each student:激发每个学激发每个学激发每个学激发每
13、个学生潜能的导师生潜能的导师生潜能的导师生潜能的导师initial:adj.first:开始的开始的;首字母的首字母的took the initial step toward took the initial step toward reconciliation:reconciliation:迈出了走向和解的第一步迈出了走向和解的第一步迈出了走向和解的第一步迈出了走向和解的第一步5.2 Steps in the Selling Processcognitive dissonance:n.Psychology a condition of conflict or anxiety resultin
14、g from inconsistency between ones beliefs and ones actions,such as opposing the slaughter of animals and eating meat:(心理学心理学)认知不一致认知不一致,认识不协调认识不协调,认认知悔悟知悔悟;认知失调认知失调;后悔后悔open up:to make available or accessible:使可利用使可利用,使通往使通往open up new markets:open up new markets:开辟开辟开辟开辟新的市场新的市场新的市场新的市场5.2 Steps in
15、 the Selling Processall over again:重新重新,从头再来一遍从头再来一遍minimal:adj.smallest in amount or degree:最小的最小的,极微的极微的,最低限度的最低限度的;small in amount or degree:小的小的,少的少的;only barely adequate:仅仅够的仅仅够的Fortunately,the storm only did minimal Fortunately,the storm only did minimal damage to the farmers crops.damage to t
16、he farmers crops.很幸运很幸运很幸运很幸运,暴暴暴暴风雨只使农民的庄稼受到轻微的损害。风雨只使农民的庄稼受到轻微的损害。风雨只使农民的庄稼受到轻微的损害。风雨只使农民的庄稼受到轻微的损害。to the benefit of:prep.为为.的利益的利益upfront:adj.在前面的在前面的,提前的提前的,预先的预先的5.2 Steps in the Selling Processuncover:v.to remove the cover from:揭开揭开的盖子的盖子;to manifest or disclose;reveal:显现显现,暴露暴露,揭露揭露uncover t
17、he box:uncover the box:打开打开打开打开盒盖盒盖盒盖盒盖uncover mistakes:uncover mistakes:揭露揭露揭露揭露错误错误错误错误uncover the hidden riches:uncover the hidden riches:找到找到找到找到埋藏的财埋藏的财埋藏的财埋藏的财宝宝宝宝homework:preparatory or preliminary work:准备或预备性工作准备或预备性工作did their homework before coming to did their homework before coming to th
18、e meeting:the meeting:到会之前做好准备工作到会之前做好准备工作到会之前做好准备工作到会之前做好准备工作5.2 Steps in the Selling Processstraightforward:adj.proceeding in a straight course;direct:直线前进的直线前进的,直接的直接的;not circuitous or evasive;honest and frank:坦诚的坦诚的,不绕避或搪塞不绕避或搪塞的的;free from ambiguity or pretense;plain and open:直率的直率的a straightf
19、orward explanation:a straightforward explanation:直截了当直截了当直截了当直截了当的的的的解释解释解释解释written in straightforward language:written in straightforward language:用用用用浅易的浅易的浅易的浅易的文字写成的文字写成的文字写成的文字写成的(simple,easysimple,easy)straightforward in ones dealings:straightforward in ones dealings:做买做买做买做买卖卖卖卖(待人待人待人待人)正直正
20、直正直正直5.2 Steps in the Selling Process5.2.1 Generating Needsgroundwork:n.a foundation;a basis;base:基础基础,基本原理基本原理,根基根基,路基路基,根据根据,基本工作基本工作,基本原理基本原理prospect:v.to search for or explore(a region)for mineral deposits or oil:探察探察,探求探求;探矿探矿prospect for oil:prospect for oil:勘探勘探勘探勘探石油石油石油石油sales lead:n.销售先导者销
21、售先导者prospect:n.a potential buyer;a prospective customer:潜在客户潜在客户 5.2.1 Generating Needsnotably:adv.引人注目地，显著地；尤其；引人注目地，显著地；尤其；特别特别trade show:n.trade fair;trade convention:贸易贸易/商业展览会商业展览会,商品交易商品交易会会,展销会展销会Chinas Export Commodities Fair:Chinas Export Commodities Fair:中国出中国出中国出中国出口商品交易会口商品交易会口商品交易会口商品交易
22、会a worlds fair:a worlds fair:世界博览会世界博览会世界博览会世界博览会book fair:book fair:图书博览会图书博览会图书博览会图书博览会industrial fair:industrial fair:工业博览会工业博览会工业博览会工业博览会international fair:international fair:国际博览会国际博览会国际博览会国际博览会5.2.1 Generating Needsdirect mail:n.advertising circulars or other printed matter sent directly throu
23、gh the mail to prospective customers or contributors:直邮广告直邮广告telemarketing:n.use of the telephone in marketing goods or services:电话销售电话销售;电话推销电话推销publicity:n.the act,process,or occupation of disseminating information to gain public interest:宣传宣传,推广推广,广告广告5.2.1 Generating Needssome sort of:某种的某种的,仿佛仿
24、佛,多少有些多少有些put:v.to express;state:表达表达;陈述陈述I put my objections bluntly.I put my objections bluntly.我直率地表明我直率地表明我直率地表明我直率地表明了我的反对意见。了我的反对意见。了我的反对意见。了我的反对意见。suggest:vt.to make evident indirectly;intimate or imply:间接地间接地表表明明;暗示暗示a silence that suggested disapproval:a silence that suggested disapproval:暗
25、示暗示暗示暗示着反对的沉默着反对的沉默着反对的沉默着反对的沉默That girls sun-tanned face suggests That girls sun-tanned face suggests excellent health.excellent health.那个姑娘被太阳晒黑了的脸那个姑娘被太阳晒黑了的脸那个姑娘被太阳晒黑了的脸那个姑娘被太阳晒黑了的脸表明表明表明表明她身体非常健康。她身体非常健康。她身体非常健康。她身体非常健康。5.2.1 Generating Needscold call:n.意外访问意外访问;(向潜在的主顾打向潜在的主顾打的的)冷不防的电话冷不防的电话;v
26、.(向潜在的主顾向潜在的主顾)打冷不打冷不防电话推销商品防电话推销商品network:n.an extended group of people with similar interests or concerns who interact and remain in informal contact for mutual assistance or support:人际网人际网,关系网关系网;网网,网络网络a network of railway:a network of railway:铁路网铁路网铁路网铁路网a network of falsehoods:a network of fal
27、sehoods:谎话连篇谎话连篇谎话连篇谎话连篇5.2.1 Generating Needscivic:adj.of,relating to,or belonging to a city,a citizen,or citizenship;municipal or civil.城市的城市的,市民的市民的,公民的公民的civic duties:civic duties:公民的义务公民的义务公民的义务公民的义务The US Presidents visit was the most The US Presidents visit was the most important civic event
28、of the year.important civic event of the year.美国总美国总美国总美国总统的来访是该城市那年的头等大事。统的来访是该城市那年的头等大事。统的来访是该城市那年的头等大事。统的来访是该城市那年的头等大事。civic rights and duties:civic rights and duties:公民的权利和义务公民的权利和义务公民的权利和义务公民的权利和义务civic-minded:civic-minded:有公民意识的有公民意识的有公民意识的有公民意识的civic ethics:civic virtues:civic ethics:civic vi
29、rtues:文明礼貌文明礼貌文明礼貌文明礼貌,公民公民公民公民道德道德道德道德5.2.1 Generating Needsfacility:n.something that facilitates an action or process;amenity:设备设备;设施设施hospitals and other health care hospitals and other health care facilities:facilities:医院和其他的医疗保健医院和其他的医疗保健医院和其他的医疗保健医院和其他的医疗保健设施设施设施设施There are facilities for cook
30、ing in the There are facilities for cooking in the kitchen.kitchen.厨房里有烹饪厨房里有烹饪厨房里有烹饪厨房里有烹饪设备设备设备设备。Are there washing facilities in the Are there washing facilities in the school?school?学校里有洗涤学校里有洗涤学校里有洗涤学校里有洗涤设备设备设备设备吗？吗？吗？吗？5.2.1 Generating Needsadvent:n.到来到来,来临来临Now,Now,with the advent and popula
31、rity ofwith the advent and popularity of the home computer,its advantages the home computer,its advantages and disadvantages have been a subject and disadvantages have been a subject of discussion.of discussion.现在现在现在现在,随着家用电脑的随着家用电脑的随着家用电脑的随着家用电脑的出现出现出现出现和和和和普及普及普及普及,人们开始讨论起家用电脑的优缺点了。人们开始讨论起家用电脑的优缺
32、点了。人们开始讨论起家用电脑的优缺点了。人们开始讨论起家用电脑的优缺点了。Since the advent of jet aircraft,travel Since the advent of jet aircraft,travel has been speeded up.has been speeded up.自从喷气式飞机自从喷气式飞机自从喷气式飞机自从喷气式飞机出现出现出现出现以来以来以来以来,旅行的速度大为提高。旅行的速度大为提高。旅行的速度大为提高。旅行的速度大为提高。financial status:financial positions;财务状态财务状态;财政状态财政状态;信用状
33、态信用状态5.2.1 Generating Needsproverbial:adj.of the nature of a proverb:谚语的谚语的;expressed in a proverb:用一句谚语表示的用一句谚语表示的;widely referred to,as if the subject of a proverb;famous:出名的出名的,著名的著名的He seems to have 9 lives,like the He seems to have 9 lives,like the proverbial cat.proverbial cat.他就他就他就他就像格言中所说的像
34、格言中所说的像格言中所说的像格言中所说的猫一样，猫一样，猫一样，猫一样，似乎有九条命。似乎有九条命。似乎有九条命。似乎有九条命。His punctuality has become proverbial.His punctuality has become proverbial.他的准时已经是众所周知的了。他的准时已经是众所周知的了。他的准时已经是众所周知的了。他的准时已经是众所周知的了。5.2.1 Generating Needshaystack:n.a large stack of hay for winter storage in the open;hayrick:干草堆干草堆look
35、for a needle in a haystacklook for a needle in a haystack:做没有希做没有希做没有希做没有希望的事望的事望的事望的事,海底捞针海底捞针海底捞针海底捞针pass to:传给传给,转到转到,通到通到identify:vt.to ascertain the origin,nature,or definitive characteristics of:确认确认,验明验明5.2.2 Qualifying Leadsunanswered:adj.未答复的未答复的,无反应的无反应的indication:n.something that serves t
36、o indicate;a sign:标志标志,迹象迹象,指示指示,暗示暗示,信号信号smiles,frowns,and other indications of smiles,frowns,and other indications of emotion.emotion.微笑、皱眉以及其它一些情绪变化的微笑、皱眉以及其它一些情绪变化的微笑、皱眉以及其它一些情绪变化的微笑、皱眉以及其它一些情绪变化的迹象迹象迹象迹象publication:n.an issue of printed material offered for sale or distribution:出版物出版物5.2.2 Qual
37、ifying Leadsa recognized need:a perceived needcriterion:n.(pl.criteria/criterions)a standard,rule,or test on which a judgment or decision can be based;standard:标准标准,discount:to leave out of account;disregard:忽视忽视,不理睬不理睬;to underestimate;minimize:低估低估,轻视轻视;discount a rumor:discount a rumor:对谣言对谣言对谣言对
38、谣言漠然置之漠然置之漠然置之漠然置之5.2.2 Qualifying Leadspreliminary:adj.prior to or preparing for the main matter,action,or business;introductory or prefatory:开头的开头的,初步的初步的,预备的预备的,前面的前面的organizational chart:n.组织结构图组织结构图standing:n.status with respect to rank,reputation,or position in society or a profession:级别级别,地位地
39、位,名名声声,身份身份credit standing:n.信用状况信用状况,偿还能力偿还能力,取得贷款的资格取得贷款的资格,商誉商誉,信誉信誉,资信资信5.2.2 Qualifying Leadsstature:n.an achieved level;status:声望声望,地位地位time-consuming:adj.taking up much time:花许多时间的花许多时间的,耗时的耗时的prioritize:v.to arrange or deal with in order of importance:以优先顺序排列以优先顺序排列entice:vt.to attract by ar
40、ousing hope or desire;lure:诱惑诱惑,诱使诱使The promise of higher pay enticed me The promise of higher pay enticed me into the new job.into the new job.诱使诱使诱使诱使5.2.3 Approaching the Customer and Probing Needsreference source:参考资料参考资料,参考源参考源,基基准源准源Moodys:穆迪公司穆迪公司Standard&Poors:标准普尔公司标准普尔公司Dun&Bradstreet:邓白氏公
41、司邓白氏公司small talk:n.casual or trivial conversation:闲谈闲谈,闲扯闲扯,闲聊闲聊,应酬话应酬话,客套话客套话sincerity:n.诚挚诚挚,真实真实,真挚真挚,纯粹纯粹,亲亲密密meet it in all sincerity:meet it in all sincerity:开诚相见开诚相见开诚相见开诚相见5.2.3 Approaching the Customer and Probing Needsrapport:n.relationship,especially one of mutual trust or emotional affin
42、ity:关系关系,友好友好,和谐和谐,亲善亲善be in rapport with:be in rapport with:跟跟跟跟一致；跟一致；跟一致；跟一致；跟友好友好友好友好situation:n.position or status with regard to conditions and circumstances:情况情况,处境处境option:something chosen or available as a choice:供选择的事物供选择的事物5.2.3 Approaching the Customer and Probing Needsappend:vt.to add a
43、s a supplement or an appendix;to fix to;attach:附附加加,添加添加,贴上贴上,系上系上,附加附加,悬挂悬挂;to add to the end;particularly to add records to the end of a file:计计设置设置数据文件的搜索路径数据文件的搜索路径append a charm to the bracelet:append a charm to the bracelet:在手镯在手镯在手镯在手镯上贴上一小饰物上贴上一小饰物上贴上一小饰物上贴上一小饰物append a tag on a suitcase:app
44、end a tag on a suitcase:加标签于衣箱加标签于衣箱加标签于衣箱加标签于衣箱上上上上5.2.3 Approaching the Customer and Probing Needswrap up:v.to bring to a conclusion;settle finally or successfully;to summarize;recapitulate:结束结束,得出结得出结论论,解决解决;总结总结,概括概括wrap up a business deal:wrap up a business deal:做成一笔交易做成一笔交易做成一笔交易做成一笔交易reiterat
45、e:vt.to say or do again or repeatedly;repeat:重申重申,重复重复5.2.4 Developing and Proposing Solutionsflip chart:n.a chart consisting of sheets hinged at the top that can be flipped over to present information sequentially:活动挂图活动挂图,配套挂图配套挂图plug in:v.to connect(an appliance)to an electrical outlet:插入电源插入电源pl
46、ug into:v.to cause to be closely attuned or responsive to:使与使与紧密紧密协调协调,使与使与产生共鸣产生共鸣5.2.4 Developing and Proposing Solutionsopen-ended:adj.开口的开口的,无底的无底的,无终止无终止的的,开放式的开放式的poised:adj.泰然自若的泰然自若的,威严的威严的,有自信心有自信心的的,平衡的平衡的5.2.5 Handling Objectionslegitimate:adj.based on logical reasoning;reasonable:合理的合理的,
47、合乎逻合乎逻辑的辑的a legitimate solution to the problem:a legitimate solution to the problem:该该该该问题合乎逻辑的解决办法问题合乎逻辑的解决办法问题合乎逻辑的解决办法问题合乎逻辑的解决办法legitimate right:legitimate right:正当权利正当权利正当权利正当权利dedication:n.题辞题辞,奉献奉献,专用专用pit against:vt.使使.相斗相斗,使竞争使竞争5.2.5 Handling Objectionsstand by:v.to be ready or available t
48、o act:准备好或者能够行动准备好或者能够行动;to wait for something,such as a broadcast,to resume:等待等待重新开始重新开始;to remain uninvolved;refrain from acting:不关不关心心,不行动不行动;to remain loyal to;aid or support:对对忠诚忠诚,帮助或者支持帮助或者支持;to keep or maintain:保持保持,维持维持stood by and let him get away:stood by and let him get away:站在一边站在一边站在一边
49、站在一边并让他逃脱并让他逃脱并让他逃脱并让他逃脱stands by her friends:stands by her friends:支持她的朋友支持她的朋友支持她的朋友支持她的朋友stood by her decision:stood by her decision:坚持她的决心坚持她的决心坚持她的决心坚持她的决心5.2.6 Closing the Saleconcession:n.the act of conceding:让步的行为让步的行为;something,such as a point previously claimed in argument,that is later co
50、nceded:让让步步The bosss promise to increase the The bosss promise to increase the workers pay was a concession to workers pay was a concession to union demands.That is a great union demands.That is a great concession.concession.老板答应提高工人们的工资是对老板答应提高工人们的工资是对老板答应提高工人们的工资是对老板答应提高工人们的工资是对工会提出的要求所作的让步。这是很大的让