B. What is important when…?

　　Dealing with clients 與客戶交往需考慮哪些要點?

　　l Understanding needs 了解需求

　　l Negotiating skills 談判技能

　　Suggested Answer 1

　　When dealing with clients, it’s essential to identify their needs-what products and services they need and what are the affordable prices, what dictates their actual choice of brand or supplier. Understanding customers’ needs and wants is needed for a company to gain a true advantage over their competitiors.

　　In maintaining business relationship your clients, mastery of negotiating and influencing skills is critical. When dealing with difficult people or difficult situations, if you’re able to use tactics to negotiate to mutual satisfaction, you’ll be able not only to reach your designed objectives but also win great respect and commitment from your clients.

　　Meanwhile integrity and sincerity are also important. You need to follow business ethics when handling your clients, putting their interests above anything else.

　　推薦答案1：

　　與客戶交流的時候，明確他們的需要很重要—他們需要什么樣的產(chǎn)品和服務以及可以承受的價格是多少，實際選擇品牌或供應商時受什么影響。了解客戶的需要來贏得真正的利益戰(zhàn)勝競爭者。

　　在你和客戶之間保持合作關(guān)系，熟練的談判技巧以及技能影響很重要。在處理棘手客戶或者棘手情況的時候，如果你能夠使用談判技巧來達到讓雙方滿意，你不僅可以達到設計目標而且從你的客戶那里得到極大的尊重和承諾。

　　同時，誠實和誠信也很重要。你在與客戶合作的時候需要遵從商業(yè)道德，把他們的利益凌駕在任何其他事情之上。

　　Suggested Answer2

　　When dealing with clients, it is important to understand their needs and wants. This is the first step of customer service. If a company knows the needs and wants of its customers, it may know what kinds of products to offer, and how to serve its customers, thus customers will buy the company’s products.

　　It’s also important for the staff to have negotiating skills. Salepeople should be trained to know the selling process, the psychology of customers, and the art of selling, etc., so that they may know how to negotiate with customers and try to persuade customers to buy their products.

　　In addition, it is also important to establish good relations with customers. Try to take care of customers’ need and meet them, then customers will remain loyal to your company.

　　推薦答案2

　　與客戶交流時，了解客戶需要和需求非常重要。這是客戶服務的第一步。如果公司了解客戶的需求，它可以知道提供什么樣的產(chǎn)品種類，而且了解怎樣服務于客戶，因此客戶將會購買產(chǎn)品。

　　員工擁有談判技巧也很重要。應該培訓銷售人員了解銷售程序以及顧客心理和銷售藝術(shù)等等，因此他們可能了解怎樣與客戶談判并且說服客戶購買他們的產(chǎn)品。

　　此外，與客戶建立良好的關(guān)系也很重要。試著估計客戶的需求并且滿足他們的需求，這樣的話客戶保持對你公司的忠誠度。

　　C. What is important when…?

　　Aiming to improve product quality 要提高產(chǎn)品質(zhì)量應注意哪些要點?

　　l Inspecting machinery 檢查機械設備

　　l Reviewing staff training 檢查員工的培訓情況

　　l

　　When aiming to improve product quality, it is important to inspect machinery. Many a time,defects of products are caused by machinery with problems. By inspecting machinery regularly and making necessary overhauling, the company can avoid defective products, thus ensuring the quality of products.

　　It is also important to review staff training. Employees should be trained to have the skills of producing quality products, and this kind of training should be reviewed continually to see whether employees have acquired the necessary skills.

　　In addition, it is also important to constantly study and make changes in work activities, because this will result in value-added goods and services that meet customer needs, and innovations that exceed customer expectations. As we know, the quality of work process, to a large extent, determines that quality of the resulting goods and services.

　　要改善產(chǎn)品質(zhì)量的時候，檢查機械設備很重要。許多時候，產(chǎn)品的缺陷是由機器的問題造成的。通過定期檢查設備并進行必要的大修，公司可以避免產(chǎn)品缺陷，因此確保產(chǎn)品質(zhì)量。

　　檢查員工的培訓情況也很重要。應該培訓員工具備生產(chǎn)優(yōu)質(zhì)產(chǎn)品的技能，應該不間斷的檢查這種培訓來了解是否員工取得必要的技能。

　　此外，不斷的學習以及工作活動的變化也很重要，因為這樣做的結(jié)果是商品增值，并且服務能夠滿足客戶需求，而且通過創(chuàng)新來超越客戶的期望。就我們所致，工作過程的質(zhì)量，在很大程度上，決定最終產(chǎn)品和服務的質(zhì)量。

　　PART THREE: DISCUSSION

　　Promotional Video

　　The company you work for has decided to produce a promotional video about the company and its activities. You have been asked to make suggestions about the video. Discuss the situation together, and decide:

　　l which aspects of the company should be shown in the film

　　l which memebers of staff should appear in the film

　　宣傳錄像

　　你們所在的公司決定制作一個公司及其生產(chǎn)情況的宣傳錄像，請你們就錄像提出建議。討論并決定：

　　l 錄像應該展示公司的哪些方面

　　l 錄像中應該出現(xiàn)哪些員工

　　A: Our company has decided to shoot a promotional video, that’s an integral part of our marketing and promotional campaigns.

　　B: Yes. So, I think the video should include all the aspects that would enhance our company image. In my opinion, we should first of all, present an overview of our company, I mean the general information including the history and development of our company, so that people will understand us better.

　　A: That’s a good idea. But I think the most important thing is that our video should demonstrate our products and services, you see, it’s much easier to explain everything visually. Video can show our products in action, something brochures can’t do. It can bring our products’ features and benefits to life!

　　B: You get a very important point there. The film should also show the clean and orderly environment of our company to enhance a sense of trust in the audience. You see, the environment is actually a reflection of good management. Nobody can trust a company whose workshops look slovenly.

　　A: Certainly, these are all important aspects. We should also include our company logo, it’s highly demonstrative of our principles and values. On the other hand, it would also be a very effective way to create a lasting impact on our audience.

　　B: Good, let’s also put it on our list. But which members of staff do you think, should appear in the film?

　　A: In my opinion, our company succeeds primarily on the strength of team-work, so our film should show the close working relationship we’re so proud of, particularly our management. And we should also…

　　B: It’s a good idea to give our management the profile but I think it’s more advantageous to focus on our workshops, I mean, the average workers. You see, it communicates our values to the public, our respect for the staff and our appreciation of their efforts.

　　A: Right! At the same time, it is also a great incentive to our workers. They’ll be happy to see themselves in the video and will be very much motivated. We should also highlight those staff members who have been working in our company for over twenty years, you see, just to show our gratitude for their loyalty and commitment.

　　B:Good. It also reflects our company cohesion. And we should give close-ups to some of our leading staff members like excellent performers.

　　A: All right. Let’s settle in this way.

　　A: 我們公司已經(jīng)決定制作一個宣傳錄像，這是我們的市場和宣傳活動中不可分割的一部分。

　　B: 是的。因此，我認為錄像應該包含能夠加強我們公司形象的所有方面。就我而言，我們首先應該展示公司整體形象，我的意思是一般的信息包括公司的歷史和發(fā)展，因此人們可以更好的了解我們。

　　A: 那是一個好主意。但是我認為最重要的事情是我們的錄像應該展示我們的產(chǎn)品和服務。你知道，一切視覺上的解釋更容易一些。錄像能夠形象的展示我們的產(chǎn)品，這是小冊子所不能達到的。它可以生動的展示我們產(chǎn)品的特點和優(yōu)勢。

　　B：你說到重點了。錄像也應該展示我們公司環(huán)境的干凈有秩序來增強觀眾對我們的信任感。你知道，環(huán)境實際上是對良好管理的反應。沒有人會信任一個車間臟亂不堪的公司。

　　A: 確實是這樣，這些都是重要的方面。我們也應該包括公司的商標，這是對我們的原則和價值觀的高度示范。從另一個方面來說，這是一個持久影響觀眾的非常有效的方法。

　　B：讓我們將它列入清單中。但是你認為哪些員工應該出現(xiàn)在錄影中呢?

　　A:我的意見是，我們公司的成功主要取決于團隊合作的力量，因此錄影中應該展示我們引以為豪的緊密的合作關(guān)系，特別是我們的管理層，而且我們也應該…

　　B：給管理層這個印象是一個好主意，但是我認為把焦點放到車間更具優(yōu)勢，我的意思是，每一個工人身上，你知道，它向公眾傳達我們的價值觀，我們尊重員工而且對他們的努力表示贊賞。

　　A:是的!同時，對員工也是一個很大的刺激。他們將很開心在錄像中看到自己而且將會受到很大的鼓舞。我們也應該著重錄制那些在我們公司工作20年以上的員工，你知道，只是為了顯示對他們的忠誠和承諾表示感謝。

　　B:好的。這也會影響我們公司的凝聚力。而且我們也應該給領(lǐng)先的員工的出色表演特寫。

　　A:好的。讓我們這樣著手做。

　　(1) Have you seen examples of effective promotional videos?

　　你是否看過效果良好的宣傳錄像?

　　Yes. I was very much impressed by a tradeshow video which promotes pollution-free tea. The video highlights the clean environment in which the tea is grown and it’s so well shot, it gives the commercial a touch of artistic taste.

　　(2) What are the advantages to a company of having a promotional video?

　　公司擁有宣傳錄像有哪些好處?

　　The greatest advantage of promotional video is its ability to give a great deal of information in a short amount of time. It can help your organization project a positive image and can help your company increase brand visibility.

　　(3) What other forms of promotion are effective?

　　還有哪些其他的有效促銷形式?

　　With rapid development of telecommunications, I think the most effective way is promotion through the internet. It is easy, fast and cost-efficient. Another important promotional approach is using brochures and flyers.

　　(4) Might there be some forms of promotion which would not be effective?

　　是否可能有哪些效果不佳的促銷形式?

　　Yes. Spamming is an ineffective sales tactic. You see, internet user now get so many spam E-mail every day that they would delete them without even looking at them. Another junk promotion method I think is door-to-door sales, you see, people nowadays never trust tuese people, particularly in areas where public security is poor.

　　(5) Do you think technology is changing the ways companies promote themselves?

　　你是否認為科技正在給公司的宣傳方式帶來變化?

　　Yes. New technology hirings about new ways of promotion, for examply, most companies nowadays use videos to promote themselves, and also use the internet for promotion.