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233
9. Even a company that has a ... invests in marketing and sales.
T a s k 23. Listen to the recording and then discuss these questions:
1. How much attention is the customer paying?
2. How convinced is the customer of the camera?
3. Which of these aspects is not covered in the demonstration?
advertising, after-sales service, film for the camera, guarantee period, pricing, using the camera.
Salesman: Yes, well, the best thing to do is er ... take a look at this print here. You see you get an amazing feeling
of depth and realism. And, well, I mean it's as if you're really there, isn't it? You don't need any special glasses, you
know, anything like that.
Customer: Hmm. That's very impressive. Mm ... what's the price and ... and what sort of discount are you offer-
ing?
Salesman: The cost to the end-user would be under $100. And we're obviously offering the usual trade discount.
Customer: Mhm, I see. Well, I might be prepared to take ... er ... let's see, well, ten on a sale or return basis for
each branch ... er ... that's 50 altogether.
Salesman: Ah, er ... problem: I'm afraid ... er ... can't let you have the goods on sale or return because, well, the
demand's going to be very heavy.
Customer: Well, the problem is, you see, it does look a bit complicated for the beginner to use.
Salesman: Oh no, not at all, no. Look, if I could just show you, you see, you just look through the viewfinder here,
press the button and ... er ... the automatic exposure and focusing system takes care of the rest.
Customer: Mm ... er ... do you have any point of sale advertising material?
Salesman: Yes, we have this showcard and a nice colorful poster.
Customer: Oh yes, that's very good, I like that, yeah.
Salesman: And we're running a national advertising campaign, so ... er ... end-users will be fully aware of the
product. And ... oh ... there'll be this double-page spread in the Sunday color magazines next month. You see, it answers
all the questions people may want to ask about the product.
Customer: Mm, I see. Well now, presumably the camera needs a special film?
Salesman: No, no, it uses normal 35 mm color print film. Er ... the films are processed by us in our computer-
controlled laboratory. The four images ... er ... from the four lenses here, they're printed onto a special micro-lens mate-
rial to form one single image. And ... oh ... and we're running a special introductory offer – end-users' first three films
are processed free.
Customer: Yeah, that's good. Well, I'd like to know ... mm ... what'll happen if the product doesn't take off and ...
er ... you stop manufacturing it – will the laboratory still operate? Um ... I mean, will my customers be left with a piece
of equipment that they can't use?
Salesman: No, there's absolutely no danger of that whatsoever. This product is going to be a big success. Er ... the
reviews in the trade press have been fantastic. Take a look at this one, for instance ... .
T a s k 24. Role play. Work in groups. What would you do in these situations? How would you deal with
these customers?
Three customers – three case studies
Mr. A always keeps you waiting 20 minutes
when you've made an appointment to see him. He
never looks at the literature you leave with him but
seems equally unfamiliar with your competitors'
products. He seems very cautious and says he has to
consult his colleagues before making a firm decision,
but regardless of this, when you make your next visit
he always says he hasn't had time to do so.
Mrs. B regularly places small orders with you,
but could order substantially more. Instead, she orders
from your main competition. She seems to enjoy tell-
ing you that your products are too up-market for her
customers. Your product range is very competitive,
and anyway you do have a more down-market range
that you know she knows about. She always says she's
in a hurry, but can still find time to criticize your
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