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– Encourage your manager to coach you on a regular basis. Get him, or her
to spend time with you in front of customers, watching you sell, and get feedback.
Put together a development plan for yourself that includes training courses and
other development opportunities, such as training sessions at teams meetings.
– When you are given your sales target sit down with your manager and
discuss how he, or she wants you to focus your time and sales activity.
– If things aren’t going to plan, again involve your manager early and
agree a revised plan of action. If there’s bad news give early and don’t be
afraid to ask for help.
*client retention – the continued possession, keeping, use, or control of a client
lee way – дополнительное время, отсрочка
Task 1. Answer the following questions.
1. Are most salespeople set targets in their business?
2. What are set targets expressed in?
3. Do salespeople prefer to be managed? From a distance? Why?
4. Is it a mistake to be managed from a distance? Give your own
reasons.
Task 2. a) Find the equivalents.
1. to set target
2. pragmatic approach
3. per week
4. on average
5. to secure an
appointment
6. to reach one’s target
7. from a distance
8. to be successful at smth
9. compare smth to smth
a) удаленно
b) сравниватьчто-либос
чем-либо
c) обеспечитьвстречу
d) всреднем
e) успеватьсделатьч-либо
f) прагматичныйподход
g) достичьцели
h) внеделю
i) ставитьцель
j) преуспеватьвчем-либо
b) Find sentences with these collocations in the text. Read them and
translate.
Task 3. Think about habits of highly successful sales professionals. Give
quick summary of the habits for discussing.
e.g. They apply technology (internet technology, high technologies).
They love what they do.
They’re very creative.
137
What makes a good idea work
One common characteristic of all entrepreneurs is passion. Passion
translates into commitment. You’ll let nothing stand in your way to achieve
your goal. You block and tackle, and you change your approach when you
encounter insurmountable difculties. Given that, how can you fail if the
goal is realistic and you’re in expert in some specic area? Commitment is
your most important competitive advantage.
Small companies enjoy some other inherent advantages: they can be
exible, fast moving, and relationship-oriented. If your business Concept
exploits these advantages, you’ll probably nd it easier to succeed in the
early stages. Large companies, because of their size and overhead, nd it
hard to compete effectively in selling products that require a high degree of
customization or customer support.
Each company must differentiate itself in some way. Companies that
muddle around in the middle generally will fail because they’re subject
to attack from both sides. Take the restaurant business, for example. In
good times, most restaurants do well. In bad times, fancy restaurants
(selling a place to feel good) are jam-packed, and cheap restaurants (sell-
ing food) are jam-packed, but middle-of-the-road restaurants are shut-
ting down.
The same applies to any business. Small companies usually have to
specialize – manufacture fewer products, serve a limited range of customers
so well that no one can take them away, then expand from that base.
At New Focus*, our differentiation is captured in the motto «Simply
Better Photonics Tools». When we started the company in 1990, we were
competing against several well-established companies. Since we didn’t
have enough capital to build a broad range of products, we had to differ-
entiate everything we had sold, or else people would have had no reason
to switch.
We decided to focus on customers who required mechanical stability
and to forego those who didn’t. As a result, our sales were quite small in
the rst year. But the emphasis on clever engineering allowed us to serve
a small group of customers that particularly cared about performance. As
it turned out, these customers were opinion leaders who helped us get the
word around.
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