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Man: Mm, I like the way the nice pale colors catch your attention – and the smiling Michelin man looking
straight at you makes you want to step into the countryside – even though it's only a drawing. It has a nostalgic,
old-fashioned look and that makes you interested in reading the text.
Woman: That's right yes, and when you read the text you find the selling points of each of the three prod-
ucts. It makes them all seem very desirable.
Man: The message is "Make sure it's a Michelin", which means next time you're thinking of buying a map
or a guide book, you should think of Michelin products.
Woman: What kind of people is this message directed at, do you think?
Man: Well. I suppose motorists and tourists, people who stay in hotels or eat in restaurants.
Woman: Yes, and what seems to be the Unique Selling Proposition of the products, according to the ad?
Man: It's actually different for each product. Er … the red guides list more hotels and restaurants than their
competitors. Er ... the green guides use a star system to rate places of interest. And the maps are updated every
year – u ... unlike their competitors, we are supposed to think.
Woman: Yes, but it also says that the three products are cross-referenced, which means they can be used
together easily. They're a sort of package. I'd say that was the USP!
Man: Yeah, yes, you're right.
T a s k 17. Read, translate and discuss the following text.
Selling
You don’t have to be a special kind of person to sell a product. But although successful salespeople often
have special talents and an outgoing personality, the skills they employ are used by us all: we build and main-
tain relationships with different kinds of people, we listen to and take note of what they tell us and don’t just
enjoy the sound of our own voices, and we explain things to them or discuss ideas with them.
A firm may depend on their own sales team and/or on the salesmanship of their distributors, wholesalers or
retailers. But any company needs to establish a personal relationship with its major clients ("key accounts") and
potential customers ("prospects"). It is often said that ‘people do business with people’: a firm doesn’t just deal
impersonally with another firm, but a person in the buying department receives personal visits from people rep-
resenting the firm’s suppliers on a regular basis – or in the case of department stores or chain stores, a team of
buyers may travel around visiting suppliers.
Keeping salespeople ‘on the road’ is much more expensive than employing them to work in the office be-
cause much of their time is spent unproductively traveling. Telephone selling may use this time more produc-
tively (though in some countries this is illegal), but a face-to-face meeting and discussion is much more effec-
tive. Companies involved in the export trade often have a separate export sales force, whose travel and accom-
modation expenses may be very high. So servicing overseas customers may often be done by phone, fax or let-
ter with not so many personal visits. Many firms appoint an overseas agent or distributor whose own sales force
takes over responsibility for selling their products in another country.
A sales department consists of many people who are based in different parts of the country or the world,
who don’t have the day-to-day contact and opportunities for communicating with each other that office-based
staff have. For this reason, firms hold regular sales conferences where their entire sales force can meet, receive
information and ask questions about new products and receive training.
T a s k 18. Read this text. Which of the points do you agree or disagree with? Give your reasons.
Anyone who has contact with customers is a salesperson – that includes the telephonist who answers the
phone and the service engineer who calls to repair a machine. So that probably includes you!
The relationship between a salesperson and a client is important: both parties want to feel satisfied with
their deal and neither wants to feel cheated. A friendly, respectful relationship is more effective than an aggres-
sive, competitive one.
A salesperson should believe that his or her product has certain advantages over the competition. Custom-
ers want to be sure that they are buying a product that is good value and of high quality. People in business are
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