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[石用外贸英语]如何快速向客户推销新产品

作者:feiyu-073    发表时间:2008-8-26 9:22:00    点击:698    评论:0


    Jennifer要带加拿大客户Bob Mckenzie先生和Andrea Lloyd小姐参观公司的新产品。他当然要借此机会大力推销这项新开发成功的商品。如何利用短短一两分钟的时间最大吸引对方的兴趣,得要事先花费一番心思了!


Mr. Mckenzie, Mr. Lloyd, let me take you to our showroom. I think you'll be interested in seeing some of our
latest innovations in microwave ovens.


    Mckenzie先生、Lloyd先生,让我带二位到我们的展示室参观。我想你们一定很想看看本公司最新型的微波炉。


This is Action's pride and joy, the Kitchen Master. It's only a prototype but it's a prime example of our future line
of smart products. We are all very excited about this oven. In trial runs, this product has performed very well.


    这是“大厨师”,本公司引以为傲的产品。您现在所看到的只是个初步的样品,但它代表我们未来智能型产品线的主力。公司全体对这个微波炉都感到十分兴奋,在试用的时候,它表现得无懈可击。


Its main design feature, and key selling point, is the "Correct Cook" option, which uses a sensor to see if the dish has been properly cooked through and through. Basically, "Correct Cook" makes it virtually impossible to over or under cook food. You won't find this feature in any other microwaves.


    这项产品设计上的主要特色和卖点,是它的“真会煮”装置;里面装有一个感应器,可探察食物究竟熟了没有。所以基本上,有了“真会煮”设计后,就不可能有食物煮得太烂或半生不熟的情况发生;这项特点是其它微波炉所没有的。


You must admit this type of feature will appeal to the many microwave users in the West. We at Action are convinced that smart products like the Kitchen Master are the wave of the future.


    两位得承认,这项特色对西方惯用微波炉的使用者,很具吸引力。Action公司也深信,像“大厨师”这种智能型的产品,将会是未来的潮流趋势。


短语解说


pride and joy 最让人引以为傲的人(事或物)


这是口语用词。当你觉得某个人的表现、或某件事物让你感到骄傲和高兴,而且可以拿出来炫耀的,都可以说是你的"pride and joy"。
My department's pride and joy has to be its latest award for productivity and efficiency.
我的部门最令人感到骄傲的,就是最近获得了生产效率绩优奖。


smart product 智能型产品


"Smart"原用来形容人,指其脑筋灵活、反应巧妙。因此,若有一样产品称得上"smart",即表示它的设计和功能很灵巧,能省掉使用者很多麻烦,就像它也有脑筋一样!如蒸汽熨斗在达到某个设定温度后,会自动切断电源,即是一例。
Germany is leading the way in producing and marketing smart products.
德国在制造与行销智能型产品方面,居领导地位。


trial run (新产品的)试用;测试


这个词组有两个意思:一指在某项新产品刚开发完成时,测试其功能,看它是否符合当初预定的功能。一指消费者在购买产品之前,先试试它的功能,如果一切令人满意,才决定买下。"trial",尝试。
We were very disappointed with the results from the new car's first trial run.
在首度试开之后,这辆车让我们非常失望。


selling point 卖点


这个词组是销售上的名词,指一项商品的各个特性中,有一点可以强调出来,作为吸引顾客购买的重点特色。"Point",重点。
But, sir, I cannot sell a product that has no obvious selling points. That's impossible!
但是,先生,我没办法卖一项没有任何突出卖点的产品呀!那是不可能的!


wave of the future 未来的潮流;趋向


这也是个口语说法,表示某事或某物在将来会受重视或欢迎;同时也意味着这件事物具有创新性。


"Wave",波浪,潮流。


As far as I'm concerned, economic, not military power, is the wave of the future.
就我所知,未来主导世界的,是经济实力,绝不是军事强权。


句型总结


●  提议看产品


1. Mr. Mckenzie, let me take you to our showroom.
2. How about taking a look at our latest products in our showroom?
3. If you have time, I'd like to take you to our showroom.
与客户讨论告一段落后,可转移话题,提议另一件事:新产品。用语以"Let me…","How about"或"If…, I'd like to…"表示礼貌性的建议。


●  产品优缺点


1. It's only a prototype, but it's a prime example of our future line of smart products.
2. This oven is just an example, but it's going to be our future line of smart products.
3. This model hasn't been marketed yet, but we know it's going to be a top-seller.
在参观者看到产品之前,宜先说明该产品目前的状况。所使用的句子,前半部可先说稍有疑虑的一面(例如它只是个初步的样品,尚未正式生产),接着再强调好的一面。主要句型的结构是"It's only…,
but it's…"。


●  强调特性


1. Basically, "Correct Cook" makes it virtually impossible to over or under cook food.
2. Essentially, "Correct Cook" is mistake-proof.
3. The bottom line here is that "Correct Cook" is mistake-proof.
强调该产品最特殊的功能,较易让听者留下深刻的印象。可运用的关键词有:"basically"(基本上)和"essentially"(实质上),都是加重语气的字汇。


●  吸引用户


1. You must admit this type of feature will appeal to the many microwave users in the West.
2. You have to agree that this feature will appeal to the many users of microwaves in the West.
3. I think you have to acknowledge that this feature will appeal to the many users of microwaves in the West.
此段应直接指出这项产品的功能,因为这对将来要销售这项产品的两位客户,是最具说服力的。句型用"You must admit…",不但加强说服力,而且让对方难以反驳。


结构分析


在非正式的场合介绍产品时,态度不宜过分积极,因为这样反而会给人压迫感。应该抓住该项产品最出色的特性,强调它能提供使用者的益处,就能令参观者留下深刻印象。


1. 邀看产品
以礼貌的语气邀请对方参观产品展示室。


2. 其优缺点
提出产品的优缺点,可同时说明改良的经过。


3. 强调特性
强调产品最主要的特性,以及该特性带给使用者的好处。


4. 产品潜力
以婉转而具说服力的语句重申该项产品将带来的利益。

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