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dress suitably for the occasion. OK, think about that. Behave in a... in a friendly, confident but business-like manner.
Right? And remember not to spend too long on social conversation; it makes people impatient, before getting down to
business. And remember that your client is a busy person. So respect that. Try and show the client that you're a respon-
sible, trustworthy person, which of course you are. Tell the client about all the other well-known firms who use your
product. Let the client know the benefits of the product. But, make care...be careful that you don't do all the talking. Ask
him questions. And make sure they're open questions, not ones he can just answer with a yes or no, to find out what his
needs are. So that you can match your product to those needs and to find out how large and how frequent an order he
may place. That's important. You should talk only about half the time. Make sure of that.
Man: Oh ... erm ... what about objections? I always find that the hardest thing to deal with, when a client starts
giving you reasons why he doesn't need to buy your product. Um...how do you deal with ... er ... objections?
Workshop leader: Well, objections suggest an interest in the product. The client may be...may be looking for ar-
guments to use to justify to his superiors or his colleagues, for buying your product. And if you can answer these objec-
tions, you're well on the way to making a sale. But the important thing is to prepare answers to all foreseeable objec-
tions.
Man: Right, yeah.
Workshop leader: And give your prepared answer or if you don't have an answer, tell the client about a ... a fur-
ther benefit. I think the important thing is not to spend too long trying to answer an objection. It gives it too much im-
portance. And, remember, don't argue with the client. And finally, you get to stage three: the Closing Stage -recognizing
that your client wants to buy and is on the point of confirming that order. Now, this is the hardest part, because it de-
pends on timing. You have to judge when your client is ready to place that order. Then you can thank him for the order
and go on to your next appointment. Now there's one more thing. Once you have a promise of the order, if it's a new
client, do remember to check their financial status. And sometimes even if it's an old client, don't start work until you
have a written confirmation of the order. That's very important ... .
T a s k 21. Fill the gaps in this summary of the talk.
1. The ....... Stage:
usually a phone call. You have to talk to ... in person – not his/her ... .
Identify yourself and arrange an ... .
2. The ........ Stage:
a) prepare and ........ with a ........ or ........
b) dress suitably for the ........
c) behave in a ........ , confident but ........ manner.
d) don't spend too long on ........
e) show that you're a ........ , ........ person.
f) mention ........ firms who use your product.
g) tell the client about the ........ of your product.
h) encourage your client to talk by ........ and only talk ........ the time yourself.
3. The ........ Stage:
recognizing exactly when your client is ready to ........ the order.
This depends on ........
Finally, ........ your client for the order and leave.
T a s k 22. Write the missing words in these sentences in the spaces in the puzzle:
goodwill, trend, sample, publicity, boost, volume, worldwide, competitor, monopoly.
1. We'll send you a ... of our product.
2. How can we ... sales without taking on more sales staff?
3. I've noticed that there has been a ... towards ordering later.
4. There is an enormous market for this product ... .
5. ACME plc is our major ... .
6. What ... of sales do you anticipate in your region?
7. We have built up a great deal of ... among our regular customers.
8. After that report on TV, we have had a lot of good ... .
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