加拿大外贸
THIS WEEK'S TIP:Something to Learn From High Gas Prices
Greetings,
So who isn't bitching about the price of gas right now?
Probably the oil company executives.
I do have to give credit to Phillips 66 though. They have
taken a commodity--gas--and figured out a way to
differentiate their gas from everyone else.
In radio commercials running locally in Omaha they
promote Phillips 66 gas as "higher performing," meaning
that you actually get more miles per gallon, meaning
more for your money.
Now, I'm not sure if I totally believe that, but I do give
them credit for trying. If I'm looking to fill up and I see
two stations across the street from each other, of course
I'm going to pull into the Phillips 66
So, what makes YOU different?
What sets you and your company apart?
What are the advantages you have over your competition?
Let’s face it, lots of companies sell exactly the same thing.
Yet, some thrive while others struggle or go out of business.
What’s the difference?
The Big Three
Most companies can excel in one or two of The Big Three:
1. Price
2. Product/Service Quality/Functionality
3. Service
On another radio commercial I heard a great differential
advantage:
“At One-Hour Heating and Air, if we’re not on time, you
don’t pay a dime.”
I can look out the window of my office and see a Super
Wal-Mart. Their well-known advantage is plastered on
the building: “Always Low Prices. Always.”
There's a local computer company that runs a great
ad differentiating itself from the big-box electronics
retailers by making fun of how technical and impersonal
the big boys are with customers. Their ads end with
this differentiating line,
“Bottom line, we will be cheaper, faster, and more
polite than the computer chain stores.”
The successful companies do an excellent job of
spreading their message, through advertising,
marketing, PR, and sales. That, of course, is the
one aspect you control.
Too many sales reps think that dialing the phone
and reaching a person is actually selling. No, that’s
activity.
For example, “Hi Ms. Prospect. I’m Joe Seller with
Contractor's Supply. We sell drywall supplies, and
I’d like to talk to you about what we have and what
you use.”
Yawn. Worse, it incites resistance.
How about this:
“Hi Ms. Prospect, I’m Joe Seller with Contractor's Supply.
In talking with Jean in your office, I understand that
your installers now spend quite a bit of time leaving
jobs running to your supplier to pick up materials when
they need something. What sets us apart is that we
have trucks out that offer delivery within an hour when
contractors need something. I’d like to ask a few
questions to see if what we offer might be of value to you.”
Of course, the better opening is dependent on the sales
rep gathering some information before speaking with the
decision maker. Which, by the way, should always
happen on prospecting calls.
We go into detail on how to do this, as well as identifying
advantages, and putting it all into a great opening on the
audio CD, “How to Easily Create Telephone Call Openings
that Stimulate Interest, and Avoid Resistance.” See it.
Exercise
Here’s an exercise right now for you. Brainstorm and
simply fill in the blanks:
“What sets us apart is ________.”
“What makes us different is _______.”
“Something that you’ll get with us, that no one else
offers is ______.”
I’d bet you could use these, or a variation of these in
your own calls.
Set yourself apart, and you’ll see more sales!
_________________________________________
QUOTE OF THE WEEK
"The greatest danger for most of us is not that our
aim is too high and we miss it, but that it is too
low and we reach it."
Michelangelo
Go and Have Your Best Week Ever!
Art
评论
简要说明：《每周翻译论坛：提高英语表达水平，增强外贸销售能力》
这是一种学习方式，即大家以翻译的方式、跟贴的形式来翻译美国电话推销培训大师ART先生的每周短文，从而在学习美式英语的同时，学习如何推销自己和公司的产品。我以为这是一举两得的好方法。由于我对ART的熟悉，所以，由我担任指导老师。开篇说明的序言请参见我的博客：
http://blog.shanghai.com/user1/1111/archives/2007/2843.html
过去的2007年共有50期内容，请参看2008年的贺年帖子，里面有所有50篇短文的连接地址：
http://bbs.shanghai.com/thread-913751-1-1.html
2008年帖子如下：
第一期，08-01-11：你想成为富翁吗？ （批改参考见23、24楼）
http://bbs.shanghai.com/thread-931859-1-3.html
第二期，08-01-23：每天你都在应试找工作 （批改参考见6、7楼）
http://bbs.shanghai.com/thread-950375-1-1.html
第三期，08-01-25：2008年开门红：轻松销售 （批改参考见12楼）
http://bbs.shanghai.com/thread-955166-1-1.html
第四期：08-02-01：客户喜爱你，他们就会给你金钱 （批改参考见10、11楼）
http://bbs.shanghai.com/thread-964302-1-1.html
第五期：08-02-07：名人也曾经失败过 （批改参考见10楼）
http://bbs.shanghai.com/thread-967286-1-1.html
第六期：08-02-16：不要把利润白白送走 （批改参考见5楼）
http://bbs.shanghai.com/thread-971895-1-1.html
第七期：08-02-21：真诚地说：你好吗？ （批改参考见8楼）
http://bbs.shanghai.com/thread-980549-1-1.html
第八期：08-02-29：你以为你已经有确定的潜在客户了吗？ （批改参考见5楼）
http://bbs.shanghai.com/thread-994599-1-1.html
第九期：08-03-07：怎么说才能拉近对方？（批改参考见4楼）
http://bbs.shanghai.com/thread-1006298-1-1.html
第十期：08-03-14：了解了关于客户的这一点，他们就会对你刮目相看（批改参考见9、10楼）
http://bbs.shanghai.com/thread-1020246-1-1.html
第十一期：08-03-24：没有这个，你的成功机会将是零（批改参考见7楼）
http://bbs.shanghai.com/thread-1035659-1-1.html
第十二期：08-03-30：空想愿望不如这个简单技巧来得有效（批改参考见10楼）
http://bbs.shanghai.com/thread-1049631-1-1.html
第十三期：08-04-07：超级推销明星的惊人技巧 （批改参考见6、7楼）
http://bbs.shanghai.com/thread-1063050-1-1.html
第十四期：08-04-13：比达成交易更重要的是。。。。。。（批改参考见7楼）
http://bbs.shanghai.com/thread-1075447-1-1.html
第十五期：08-04-19：避免愚蠢电话推销员所犯的错误（批改参考见10楼）
http://bbs.shanghai.com/thread-1088016-1-1.html
第十六期：08-04-26：我想你。。。（批改参考见5楼）
http://bbs.shanghai.com/thread-1101061-1-1.html
第十七期：08-05-05：别人恰好喜欢你这样来展示成功（批改参考见5、6楼）
http://bbs.shanghai.com/thread-1112703-1-1.html
第十八期：08-05-10：
http://bbs.shanghai.com/thread-1125250-1-1.html
第十九期：08-05-19：
http://bbs.shanghai.com/thread-1139361-1-1.html
第二十期：05-05-26：
http://bbs.shanghai.com/thread-1153755-1-1.html
第二十一期：05-05-31
http://bbs.shanghai.com/thread-1165766-1-1.html
如有兴趣学习和翻译更多的文章，请你至下述我的博客，翻译以后给我，我会为你评改修正。（内有60篇）
http://blog.netat.net/index.php/110759
已经有部分ART文章，完成了翻译和修正工作，发在了我的博客上：（现有26篇）
http://blog.shanghai.com/user1/1111/index.html
谢谢各位的参与。坚持实践，必有成效。若您有任何意见或建议，或者您需要进一步的英语学习资料和我的英语教学咨询，请发站内短信或直接进入我的QQ 416503427。
评论
THIS WEEK'S TIP:
本周话题：
Something to Learn From High Gas Prices
高油价中得到的启示
Greetings,
各位好，
So who isn't bitching about the price of gas right now?
现在有谁没有在抱怨汽油的价格？
Probably the oil company executives.
或许只有石油公司的执行董事
I do have to give credit to Phillips 66 though. They have
taken a commodity--gas--and figured out a way to
differentiate their gas from everyone else.
尽管我也需要付款给飞利浦66汽油。他们经营一种商品--汽油，并指出它与其他汽油的不同之处。
In radio commercials running locally in Omaha they
promote Phillips 66 gas as "higher performing," meaning
that you actually get more miles per gallon, meaning
more for your money.
在奥马哈当地的广播宣传广告中，他们宣称飞利浦66汽油为“更高效能“。这意味着每加仑的汽油，可以让你行驶的更远，也意味着物有所值。
Now, I'm not sure if I totally believe that, but I do give
them credit for trying. If I'm looking to fill up and I see
two stations across the street from each other, of course
I'm going to pull into the Phillips 66
现在，我并没有对此深信不疑。但我有购买以试用。如果我正需要补充汽油，并在一十字路口看到两家加油站，当然，我一定会去加飞利浦66汽油。
So, what makes YOU different?
所以，什么使你与众不同呢？
What sets you and your company apart?
什么使你与你的公司与众不同？
What are the advantages you have over your competition?
什么是你竞争的优势？
Let’s face it, lots of companies sell exactly the same thing.
让我们看一看，多数公司都在卖相同的物品。
Yet, some thrive while others struggle or go out of business.
然而，一些公司生意兴隆，而其他的一些则在挣扎或是已经出局。
What’s the difference?
不同之处在哪里呢？
The Big Three
三大点
Most companies can excel in one or two of The Big Three:
许多公司在三大点中的1或2点中有优势：
1. Price
1.价格
2. Product/Service Quality/Functionality
2.产品/服务质量/产品性能
3. Service
3.服务
On another radio commercial I heard a great differential
advantage:
在另一则广播商业广告中，我听到了一个产品的很大的优势”
“At One-Hour Heating and Air, if we’re not on time, you
don’t pay a dime.”
“如一小时之内，我们未按时到达，分毛不收。”
I can look out the window of my office and see a Super
Wal-Mart. Their well-known advantage is plastered on
the building: “Always Low Prices. Always.”
我可以从办公室的窗户中看到沃尔玛。众所周知的，他们有优势的广告贴在楼面上：“时时低价，时时。”
There's a local computer company that runs a great
ad differentiating itself from the big-box electronics
retailers by making fun of how technical and impersonal
the big boys are with customers. Their ads end with
this differentiating line,
有一家当地的计算机公司，通过使用技术及不记名的大人物与顾客开玩笑，打出一条与规模大的电子零售商不同的广告。广告的尾部标示出他们的不同之处。
“Bottom line, we will be cheaper, faster, and more
polite than the computer chain stores.”
“底线，我们会比计算机连锁公司更便宜，更快，更有礼貌。”
The successful companies do an excellent job of
spreading their message, through advertising,
marketing, PR, and sales. That, of course, is the
one aspect you control.
成功的公司，通过广告、市场、人力资源及销售很好的宣传了他们的讯息并且做的很好。当然，这也是你控制的一个方面。
Too many sales reps think that dialing the phone
and reaching a person is actually selling. No, that’s
activity.
许多销售代表都认为拨通电话并和对方通话就是在销售物品。不，它只是一种行为。
For example, “Hi Ms. Prospect. I’m Joe Seller with
Contractor's Supply. We sell dry wall supplies, and
I’d like to talk to you about what we have and what
you use.”
举个例子：“你好， Prospect 女士。我是合约方供应商销售员Joe。我们供应清水墙。我想和你谈谈关于我们所能提供的商品以及你正在使用的商品。”
Yawn. Worse, it incites resistance.
哈欠。更糟糕的是，它会引出反抗。
How about this:
看看这样：
“Hi Ms. Prospect, I’m Joe Seller with Contractor's Supply.
In talking with Jean in your office, I understand that
your installers now spend quite a bit of time leaving
jobs running to your supplier to pick up materials when
they need something.
“你好，Prospect女士，我是合约方供应商的销售员Joe。在您的办公室，已经有和Jean沟通过，我了解到当你们的安装人员需要使用某种物料的时候，他们花费了大量的时间联系供应商。
What sets us apart is that we
have trucks out that offer delivery within an hour when
contractors need something. I’d like to ask a few
questions to see if what we offer might be of value to you.”
我们的不同之处是当您需要某物的时候，我们有卡车并会在一小时内提供运送。我能问一些简单的问题吗，以便确认我们是否可以给您提供有价值的服务。”
Of course, the better opening is dependent on the sales
rep gathering some information before speaking with the
decision maker. Which, by the way, should always
happen on prospecting calls.
当然，最好的开场白取决于在与决策者沟通前，销售代表所收集到的信息。同时，也会经常发生在预约电话上。
We go into detail on how to do this, as well as identifying
advantages, and putting it all into a great opening on the
audio CD, “How to Easily Create Telephone Call Openings
that Stimulate Interest, and Avoid Resistance.” See it.
我们会详细告知如何做，同时也要确认优势之处把它放入自动录音CD的开场白中，“如何容易的开始电话销售的开场白并引起兴趣并避免抵触。“ 看一下。
Exercise
练习
Here’s an exercise right now for you. Brainstorm and
simply fill in the blanks:
下面有个练习。集体讨论并简单填写一下：
“What sets us apart is ________.”
“使我们留下的不同之处是————。”
“What makes us different is _______.”
“使我们不同之处的是————."
“Something that you’ll get with us, that no one else
offers is ______.”
"您能从我处得到的独特服务是————。”
I’d bet you could use these, or a variation of these in
your own calls.
我打赌你能够使用这些或者在你们的电话中灵活多变的应用这些。
Set yourself apart, and you’ll see more sales!
让你自己留下，就可见到更多的销售员！
_________________________________________
QUOTE OF THE WEEK
本周引语
"The greatest danger for most of us is not that our
aim is too high and we miss it, but that it is too
low and we reach it."
Michelangelo
“对于我们大多数，最危险情况不是我们的目标太高或错失目标，而是目标太低且已经达成这个目标。”
米开朗基罗
Go and Have Your Best Week Ever!
周末愉快！
Art
阿特
评论
好久没来，等一下翻译看看。
评论
THIS WEEK'S TIP:
Something to Learn From High Gas Prices
从高油价中学到的东西
Greetings,
HI.大家好，
So who isn't bitching about the price of gas right now?
现在谁不在抱怨高油价呢？
Probably the oil company executives.
可能（不抱怨的）只有石油公司的老总了。
I do have to give credit to Phillips 66 though. They have
taken a commodity--gas--and figured out a way to
differentiate their gas from everyone else.
我想我是信任飞利普66的.他们经营商品-汽油-以及通过其他方式让我们明白他们的汽油和别人是不一样的。
In radio commercials running locally in Omaha they
promote Phillips 66 gas as "higher performing," meaning
that you actually get more miles per gallon, meaning
more for your money.
在奥马哈本地不停播出的电台广告中，他们宣称飞利普66有更出色的表现，每公里的油耗会更少，会更省钱。
Now, I'm not sure if I totally believe that, but I do give
them credit for trying. If I'm looking to fill up and I see
two stations across the street from each other, of course
I'm going to pull into the Phillips 66
至少现在我不确信我是否完全相信这些，但是我会给予信任去尝试，如果我正想加油，而且在街道两边各有一家加油站，毫无疑问，我会选择到飞利普66去加油。
So, what makes YOU different?
那么，是什么让你有这样的选择呢？
What sets you and your company apart?
是什么让你和你和公司与众不同呢？
What are the advantages you have over your competition?
是你的什么优势让你在竞争中占优？
Let’s face it, lots of companies sell exactly the same thing.
来看看，许多公司都在卖完全一样的东西，
Yet, some thrive while others struggle or go out of business.
然而，有些发展，有些挣扎，有些歇菜。
What’s the difference?
这里面有什么不同呢？
The Big Three
Most companies can excel in one or two of The Big Three:
许多公司在这三点中的其中一点或两点做的有些竞争力。
1. Price
1.价格
2. Product/Service Quality/Functionality
2.产品/服务质量/功能化
3. Service
3.整体服务
On another radio commercial I heard a great differential
advantage:
在另一个电台广告中我听过的一个不错的不同的口号：
“At One-Hour Heating and Air, if we’re not on time, you
don’t pay a dime.”
“在一个小时内就会给您送来热和风，如果我们没有准时到达，你不用付一分钱。”TO ALL :I GOT SAY I REALLY FIND THE AD WHERE IT IS FROM,SEE SITE: http://www.1hourheating.com/
I can look out the window of my office and see a Super
Wal-Mart. Their well-known advantage is plastered on
the building: “Always Low Prices. Always.”
我可以从我办公室的窗外看到沃而玛超市，他们闻名的口号就贴在大楼上“价廉物美，ALWAYS，ALWAYS。”
There's a local computer company that runs a great
ad differentiating itself from the big-box electronics
retailers by making fun of how technical and impersonal
the big boys are with customers. Their ads end with
this differentiating line,
当地有一家电脑公司，为了把自己和“大盒子”电子零售商们区别开来，打了一则MORE SMARTER的广告来取笑这些大男孩（估计是在讽刺那些零售商）对待客户靠的是表面的肤浅的机械的方法：在“大盒子”的广告后加了一条区别与此的线，
“Bottom line, we will be cheaper, faster, and more
polite than the computer chain stores.”
“========，我们的会比“大盒子”电脑连锁店更便宜，更迅速，更文雅“
The successful companies do an excellent job of
spreading their message, through advertising,
marketing, PR, and sales. That, of course, is the
one aspect you control.
成功的公司会把信息的传播做的非常棒，通过广告，人员推销，公共关系和销售。当然这些是你应该控制的一方面。
Too many sales reps think that dialing the phone
and reaching a person is actually selling. No, that’s
activity.
有太多销售员认为打电话和亲自拜访客人是实际的销售，不，那些只是业务活动而已。
For example, “Hi Ms. Prospect. I’m Joe Seller with
Contractor's Supply. We sell drywall supplies, and
I’d like to talk to you about what we have and what
you use.”
举个例子“HI,顾客小姐，我是CONTRACTOR‘SUPPLY 的销售员JOE，我们卖干墙dry wall（一种不抹灰而盖以板壁等的墙），我们可以谈谈我们的优势和你的需求。
Yawn. Worse, it incites resistance.
讨厌，摆明让我赶你走嘛。
How about this:
这样怎么样：
“Hi Ms. Prospect, I’m Joe Seller with Contractor's Supply.
In talking with Jean in your office, I understand that
your installers now spend quite a bit of time leaving
jobs running to your supplier to pick up materials when
they need something. What sets us apart is that we
have trucks out that offer delivery within an hour when
contractors need something. I’d like to ask a few
questions to see if what we offer might be of value to you.”
“HI,顾客小姐，我是CONTRACTOR‘SUPPLY 的销售员JOE，在你的办公事和JEAN交谈过，我知道你现在的安装工人花了不少时间，因为确认原料的事情而耽搁了工作。与他们所不同的是，当客户需要某种材料，我们可以在一个小时内送达。我有几个问题给你，看看是否可以给你带来好处。
Of course, the better opening is dependent on the sales
rep gathering some information before speaking with the
decision maker. Which, by the way, should always
happen on prospecting calls.
当然，做到对决策者优秀的开场白是依靠销售者对话之前收集的大量信息。说到这个提一下，在电话销售应该总是会用到这个吧：
We go into detail on how to do this, as well as identifying
advantages, and putting it all into a great opening on the
audio CD, “How to Easily Create Telephone Call Openings
that Stimulate Interest, and Avoid Resistance.” See it.
我们把如何开一个好头和如何在开头表明优势都在这个AUDIO CD中作了一一详述
“如何打电话开一个好头，引起（顾客）兴趣，避免拒绝”看吧。
Exercise
Here’s an exercise right now for you. Brainstorm and
simply fill in the blanks:
现在这里有个练习给你，头脑风暴，填空吧：
“What sets us apart is ________.”
“让我们与众不同的是———”
“What makes us different is _______.”
“是什么让我们与众不同——————”
“Something that you’ll get with us, that no one else
offers is ______.”
“有些东西你会注意我们，那是其他人不能提供的东西，是————”
I’d bet you could use these, or a variation of these in
your own calls.
“我打赌你能用到这些，或者举一反三在你自己的实践CALLS中运用”
Set yourself apart, and you’ll see more sales!
_________________________________________
I guess this meaning could see as “get you out of yourself”,will be more loaded,销售就在你眼前。QUOTE OF THE WEEK
"The greatest danger for most of us is not that our
aim is too high and we miss it, but that it is too
low and we reach it."
Michelangelo
"最大的威胁不是我们的目标太大，或是我们丧失目标，而是我们的目标太肤浅，太容易得到。”Go and Have Your Best Week Ever!
Art
[ 本帖最后由 teloue 于 2008-6-17 23:13 编辑 ]
评论
THIS WEEK'S TIP:一周贴士
Something to Learn From High Gas Prices从高价燃油得到的启示
Greetings,大家好
So who isn't bitching about the price of gas right now?目前谁没有臭骂燃油价格的?
Probably the oil company executives. 当然是原油公司的高层们咯.
I do have to give credit to Phillips 66 though. They have
taken a commodity--gas--and figured out a way to
differentiate their gas from everyone else.但我不得不支持一下飞利浦66燃气.飞利浦公司开发了一种产品-燃气并指出该产品有别于其他产品的独特之处.
In radio commercials running locally in Omaha they
promote Phillips 66 gas as "higher performing," meaning
that you actually get more miles per gallon, meaning
more for your money.在奥马哈当地电台商业广告中,他们以"高效能"推广飞利浦66燃气,意味着每一加仑可以跑多几米,为你带来更多利润.
Now, I'm not sure if I totally believe that, but I do give
them credit for trying. If I'm looking to fill up and I see
two stations across the street from each other, of course
I'm going to pull into the Phillips 66,现在,我不确定我是否全信以上所述的,但我会对他们的尝试表示支持.假如我正寻找加油站加油,发现两个临街而立的加油站,毫无疑问我会走向飞利浦66.
So, what makes YOU different?那么,甚么令你与众不同?
What sets you and your company apart?是甚么让你在公司脱颖而出?
What are the advantages you have over your competition?你有哪些竞争优势?
Let’s face it, lots of companies sell exactly the same thing.让我们面对这个现实:大部分公司都在销售同一种产品.
Yet, some thrive while others struggle or go out of business.
但,一些公司生意兴隆而其他却举步为艰甚至倒闭.
What’s the difference?不同之处在哪?
The Big Three三大要点
Most companies can excel in one or two of The Big Three:大部分公司擅长这三大要点中的一点或亮点:
1. Price 1价格
2. Product/Service Quality/Functionality 2产品/服务质量/功能
3. Service 3 售后服务
On another radio commercial I heard a great differential
advantage:
从另一个商业电台听来了这么一个很棒的广告:
“At One-Hour Heating and Air, if we’re not on time, you
don’t pay a dime.” "一个钟头以内我们未能送到,你不需要付费"
I can look out the window of my office and see a Super
Wal-Mart. Their well-known advantage is plastered on
the building: “Always Low Prices. Always.”我可以透过办公室窗口看到超级沃尔玛商场.他们的建筑物上赫然贴着出名的广告:"总是低价.一直都是."
There's a local computer company that runs a great
ad differentiating itself from the big-box electronics
retailers by making fun of how technical and impersonal
the big boys are with customers. 有一家当地的电脑公司发布了大量广告通过玩笑的方式揭示那些大男孩在接待客户时表现得如何专业以及不受感情影响,以此与其他的大型电子分销商区分开来.(???)
Their ads end with
this differentiating line,该广告以这段特别的文字结尾,
“Bottom line, we will be cheaper, faster, and more
polite than the computer chain stores.” "我们的底线是我们比连锁商店更便宜更快捷更有礼貌."
The successful companies do an excellent job of
spreading their message, through advertising,
marketing, PR, and sales. That, of course, is the
one aspect you control.这家公司通过广告,市场推广,公关,营销,成功地把他们的信息传播出去.这,当然,是你应该掌握的一方面.
Too many sales reps think that dialing the phone
and reaching a person is actually selling. No, that’s
activity.太多销售员认为拨打电话给客户实际上就是销售.不,实则是活动.
For example, “Hi Ms. Prospect. I’m Joe Seller with
Contractor's Supply. We sell drywall supplies, and
I’d like to talk to you about what we have and what
you use.”例如,"客户小姐,你好.我是来自承包供应的j销售员joe.我们主要销售纸面石膏板,我想和你聊聊并且了解彼此双方的供求信息"
Yawn. Worse, it incites resistance.噢no,太糟了,这肯定会遭遇抵制.
How about this: 试试这个如何:
“Hi Ms. Prospect, I’m Joe Seller with Contractor's Supply.
In talking with Jean in your office, I understand that
your installers now spend quite a bit of time leaving
jobs running to your supplier to pick up materials when
they need something. What sets us apart is that we
have trucks out that offer delivery within an hour when
contractors need something. I’d like to ask a few
questions to see if what we offer might be of value to you.”
"你好,客户小姐.我是承包供应的销售员joe.通过和你同事jean的交流,我了解到你的承包商当需要材料时会花费大量时间用于分配任务给你的供货商要求取货.我们的优势在于拥有卡车可以保证一小时内将承包商所需材料送达.我想提几个问题来确认一下是否我们的服务能为你们创造价值"
Of course, the better opening is dependent on the sales
rep gathering some information before speaking with the
decision maker. Which, by the way, should always
happen on prospecting calls. 当然,好的开场白是建立在与负责人通话前销售者所进行的信息收集的基础上.这些,顺便提提,在开发电话中也很常用.
We go into detail on how to do this, as well as identifying
advantages, and putting it all into a great opening on the
audio CD, “How to Easily Create Telephone Call Openings
that Stimulate Interest, and Avoid Resistance.” See it.让我们来具体分析该如何去做,识别优势,集结成一份很棒的开场白并刻录成碟."如何创造一份引发兴趣,避开抵制的开场白"
Exercise练习
Here’s an exercise right now for you. Brainstorm and
simply fill in the blanks:
现在有份练习摆在你面前.集中精神思考并填空.
“What sets us apart is ________.”
“What makes us different is _______.”甚么令我们与众不同
“Something that you’ll get with us, that no one else
offers is ______.”你会从我处购买而别人供应不了的是
I’d bet you could use these, or a variation of these in
your own calls.我希望你能用上这些,或者在你的电话销售中作点改动.
Set yourself apart, and you’ll see more sales!??????
_________________________________________
QUOTE OF THE WEEK一周索引
"The greatest danger for most of us is not that our
aim is too high and we miss it, but that it is too
low and we reach it.""对于我们大多数人来说,最大的危机并不是我们的目标太高而无法够到,而是低到我们触手可及."
Michelangelo
Go and Have Your Best Week Ever!周末愉快!
Art
评论
翻译得好吃力啊╮(╯▽╰)╭
THIS WEEK'S TIP:
本周主题：
Something to Learn From High Gas Prices
从高油价中得到的启示
Greetings,
大家好，
So who isn't bitching about the price of gas right now?
现在谁不在抱怨石油的价格？
Probably the oil company executives.
也许只有石油公司的董事们。
I do have to give credit to Phillips 66 though. They have
taken a commodity--gas--and figured out a way to
differentiate their gas from everyone else.
我得相信菲利普66。他们生产石油并想出了规划每人用油的方法。
In radio commercials running locally in Omaha they
promote Phillips 66 gas as "higher performing," meaning
that you actually get more miles per gallon, meaning
more for your money.
在奥马哈的本地广播新闻中，他们宣称菲利普66石油为“更高效的”，意思是利用率更高、价格也更高。
Now, I'm not sure if I totally believe that, but I do give
them credit for trying. If I'm looking to fill up and I see
two stations across the street from each other, of course
I'm going to pull into the Phillips 66
现在，我不敢确定我完全相信这种说法，但我支持他们去尝试。如果我正在寻找加油站，而且街道两边正好都有一家，我当然会选择菲利普66的石油。
So, what makes YOU different?
所以，是什么使你变得不同？
What sets you and your company apart?
是什么将你和你的公司分开？
What are the advantages you have over your competition?
较于你的竞争者，你有什么优势？
Let’s face it, lots of companies sell exactly the same thing.
让我们面对现实，大多数的公司卖的都差不多是同一种东西。
Yet, some thrive while others struggle or go out of business.
只不过，有的公司发展壮大、有的艰难支撑，而有的已经破产。
What’s the difference?
差别是什么？
The Big Three
Most companies can excel in one or two of The Big Three:
最主要的三个因素
大多数公司都可以做到三点中的一两点
1. Price
1、价格
2. Product/Service Quality/Functionality
2、产品、服务质量、功能
3. Service
3、服务
On another radio commercial I heard a great differential
advantage:
我听到的另外一条有不同优势的广播新闻：
“At One-Hour Heating and Air, if we’re not on time, you
don’t pay a dime.”
常规下，我们的石油可燃烧一小时。如果达不到，您不必花一分钱。
I can look out the window of my office and see a Super
Wal-Mart. Their well-known advantage is plastered on
the building: “Always Low Prices. Always.”
从我办公室的窗户望出去，我可以看到一座沃尔玛超市。它众所周知的优势就是建筑上的字：“永远平价，永远。”
There's a local computer company that runs a great
ad differentiating itself from the big-box electronics
retailers by making fun of how technical and impersonal
the big boys are with customers. Their ads end with
this differentiating line,
当地的一家电脑公司打出了一条和巨型电子零售商区分开来的大型广告。他们的广告以这样一句不同反响的句子结尾：
“Bottom line, we will be cheaper, faster, and more
polite than the computer chain stores.”
最低要求：我们会比计算机连锁店的更便宜、速度更快、服务质量更好。
The successful companies do an excellent job of
spreading their message, through advertising,
marketing, PR, and sales. That, of course, is the
one aspect you control.
成功的公司在通过广告、市场营销、公共关系和销售来散播他们的信息方面做足了工作。这，当然，是你能够控制的一个方面。
Too many sales reps think that dialing the phone
and reaching a person is actually selling. No, that’s
activity.
许多营销人员觉得只要拨通电话并找到了一个人就是真正的销售。其实不然，那只是种活动。
For example, “Hi Ms. Prospect. I’m Joe Seller with
Contractor's Supply. We sell drywall supplies, and
I’d like to talk to you about what we have and what
you use.”
例如：“你好，Ms. Prospect。我是施工建筑用品供应公司的Joe Seller。我们销售干壁用品，我想向你介绍我们的产品和使用方法。
Yawn. Worse, it incites resistance.
呵，这更糟糕。它让人产生了抵触感。
How about this:
试试这种：
“Hi Ms. Prospect, I’m Joe Seller with Contractor's Supply.
In talking with Jean in your office, I understand that
your installers now spend quite a bit of time leaving
jobs running to your supplier to pick up materials when
they need something. What sets us apart is that we
have trucks out that offer delivery within an hour when
contractors need something. I’d like to ask a few
questions to see if what we offer might be of value to you.”
“你好，Ms. Prospect！我是承包供应公司的Joe Seller。在和你们办公室的Jean交谈时，了解到你们现在的安装人员丢下手头工作，花大量时间到你们的供应公司取所需配件。我们的优势是承包商需要什么配件时，我们可以在一小时内送货到达。我想问一些问题来确定我们怎样报价对你们有利。
Of course, the better opening is dependent on the sales
rep gathering some information before speaking with the
decision maker. Which, by the way, should always
happen on prospecting calls.
当然，好的开头依赖于营销人员在和决策者交谈前先收集信息。这，一般来说，是在打试探性电话之前做的。
We go into detail on how to do this, as well as identifying
advantages, and putting it all into a great opening on the
audio CD, “How to Easily Create Telephone Call Openings
that Stimulate Interest, and Avoid Resistance.” See it.
我们进入如何做的细节，也包括识别优势并把所有这些刻入有声音可播放的CD里，如“怎样创造激发兴趣、避免抵触的电话开场白”。
评论
THIS WEEK'S TIP:
Something to Learn From High Gas Prices
Greetings,
大家好
So who isn't bitching about the price of gas right now?
现在谁不埋怨汽油的价格呢？
Probably the oil company executives.
尤其是石油公司的执行官们。
I do have to give credit to Phillips 66 though. They have
taken a commodity--gas--and figured out a way to
differentiate their gas from everyone else.
我必须相信菲利普66，他们购买了原油，而且还找到一种区分自己的汽油和别人汽油的方法
In radio commercials running locally in Omaha they
promote Phillips 66 gas as "higher performing," meaning
that you actually get more miles per gallon, meaning
more for your money.
奥马哈广播商务频道指出，高性能的菲利普66意味着，每加仑汽油你可以运行更多的历程，你的钱也花的多了。
Now, I'm not sure if I totally believe that, but I do give
them credit for trying. If I'm looking to fill up and I see
two stations across the street from each other, of course
I'm going to pull into the Phillips 66
现在我不确信是否我相信了上述的情况。但是我将试着更加相信他们。如果我想加油，或者说在相邻的街道上看到两个加油站的话，那我一定要把车开进菲利普66公司。
So, what makes YOU different?
然而这有什么不同呢？
What sets you and your company apart?
是什么因素导致你和你的公司有这么大的区别呢？
What are the advantages you have over your competition?
您和其他公司竞争的优势是什么呢？
Let’s face it, lots of companies sell exactly the same thing.
让我们想象，大多数公司都在出售相同的东西。
Yet, some thrive while others struggle or go out of business.
当然，在其他公司还在奋斗的时候，有些公司要么生意兴隆，要么已经停业。
What’s the difference?
差别在于那里呢、
The Big Three
三大优势
Most companies can excel in one or two of The Big Three:
大多数公司都有三个优势中的一个或者两个
1. Price
价格
2. Product/Service Quality/Functionality
产品/服务质量/用途
3. Service
服务
On another radio commercial I heard a great differential
advantage:
从另外一家商业电台，我听到了一个非常不同的优势：
“At One-Hour Heating and Air, if we’re not on time, you
don’t pay a dime.”
在一个小时候内，如果我们不能及时赶到，你将不用付任何费用。
I can look out the window of my office and see a Super
Wal-Mart. Their well-known advantage is plastered on
the building: “Always Low Prices. Always.”
我从办公室的窗外向外看，看到了一家沃尔玛超市，他们最著名的优势就是在超市的建筑上印刷了“天天低价”.
There's a local computer company that runs a great
ad differentiating itself from the big-box electronics
retailers by making fun of how technical and impersonal
the big boys are with customers. Their ads end with
this differentiating line,
这段翻译不明白了，只好等别人翻译了，为自己加油了，今天花了刚好一个小时的时间就做完了，希望自己更进步。
“Bottom line, we will be cheaper, faster, and more
polite than the computer chain stores.”
账本底线，我们将比同等电脑销售商更加便宜，更快和更有礼貌
The successful companies do an excellent job of
spreading their message, through advertising,
marketing, PR, and sales. That, of course, is the
one aspect you control.
很成功的公司通过广告、市场推广、公关和销售，致力于传播他们的观念。当然这些你也是能做到的。
Too many sales reps think that dialing the phone
and reaching a person is actually selling. No, that’s
activity.
许多销售员认为只要拨通电话给客户就是销售了，事实上并非如此。市场是流动的。
For example, “Hi Ms. Prospect. I’m Joe Seller with
Contractor's Supply. We sell drywall supplies, and
I’d like to talk to you about what we have and what
you use.”
举个例子来说，你好候选人先生，我是乔，建筑用品的销售商，目前我们有墙壁烘干机，我非常乐意向您介绍下我们的产品，并且我也想知道你想要的。
Yawn. Worse, it incites resistance.
这样很糟糕，很容易激起别人的反感。
How about this:
还有这样的情况：
“Hi Ms. Prospect, I’m Joe Seller with Contractor's Supply.
In talking with Jean in your office, I understand that
your installers now spend quite a bit of time leaving
jobs running to your supplier to pick up materials when
they need something. What sets us apart is that we
have trucks out that offer delivery within an hour when
contractors need something. I’d like to ask a few
questions to see if what we offer might be of value to you.”
你好，尊敬的小姐，我是建筑用品提供公司的销售员，上个礼拜在您的办公室里，我和jean交谈过，我了解到你们安装工程师现在正在花大量的时间寻找提供他们所需要的原材料的供货商。和别的供货商不同的是，在建筑商需要的时候，我们保证一个小时内就能送货上门。
Of course, the better opening is dependent on the sales
rep gathering some information before speaking with the
decision maker. Which, by the way, should always
happen on prospecting calls.
当然最好的开始就是销售员在和决策人谈话之前收集到更有效的信息。尤其是在打电话之前。
We go into detail on how to do this, as well as identifying
advantages, and putting it all into a great opening on the
audio CD, “How to Easily Create Telephone Call Openings
that Stimulate Interest, and Avoid Resistance.” See it.
我们一直知道如何利用特有的优势赢得顾客，并把它刻录在CD上，如何轻易的进行一个能够引起别人的兴趣而不反感的电话开场白。并不时的听听。
Exercise
练习：
Here’s an exercise right now for you. Brainstorm and
simply fill in the blanks:
这里有一个练习，在空白的地方简单快速的写下答案
“What sets us apart is ________.”
分散我们注意力的东西是：
“What makes us different is _______.”
（ ）使我们变得不同
“Something that you’ll get with us, that no one else
offers is ______.”
I’d bet you could use these, or a variation of these in
your own calls.
我敢打赌你使用过这些话，或者还有更多类似的话语在你的电话中。
Set yourself apart, and you’ll see more sales!
_________________________________________
将你和自己分开，你将会赢得更多的顾客、
QUOTE OF THE WEEK
"The greatest danger for most of us is not that our
aim is too high and we miss it, but that it is too
low and we reach it."
Michelangelo
最大的危险不是我们的目标太高而是我们错过了他们，或者目标太低，我们很容易就达到了。
Go and Have Your Best Week Ever!
Art
评论
THIS WEEK'S TIP:
本周话题:
Something to Learn From High Gas Prices
高油价启示录
Greetings,
大家好，
So who isn't bitching about the price of gas right now?
现在有谁不在抱怨油价呢？
Probably the oil company executives.
可能唯有石油公司的老总除外吧。
I do have to give credit to Phillips 66 though. They have
taken a commodity--gas--and figured out a way to
differentiate their gas from everyone else.
我依然愿意信任飞利普66。他们经营商品-汽油-且经营有道使其异于他人。
In radio commercials running locally in Omaha they
promote Phillips 66 gas as "higher performing," meaning
that you actually get more miles per gallon, meaning
more for your money.
奥马哈本地电台广告不断，宣称飞利普66表现更出色，每英里耗油更少，更省钱。
Now, I'm not sure if I totally believe that, but I do give
them credit for trying. If I'm looking to fill up and I see
two stations across the street from each other, of course
I'm going to pull into the Phillips 66
现在我对之并不完全相信，但我愿意试着给予信任。如果刚好要加油，而在对面街道有两家加油站，无疑，我会选择飞利普66。
So, what makes YOU different?
那么，是什么使得你如此选择？
What sets you and your company apart?
是什么使得你和贵司与众不同？
What are the advantages you have over your competition?
是什么优势使得你在竞争中胜于他人？
Let’s face it, lots of companies sell exactly the same thing.
不得不承认，众多公司都在出售一模一样的商品，
Yet, some thrive while others struggle or go out of business.
然而，有的生意兴隆，有的垂死挣扎，有的关门大吉。
What’s the difference?
区别何在？
The Big Three
三大区别
Most companies can excel in one or two of The Big Three:
众多公司在这三项中能胜出一二。
1. Price
1.价格
2. Product/Service Quality/Functionality
2.产品/服务质量/功能化
3. Service
3. 售后服务
On another radio commercial I heard a great differential
advantage:
耳闻另一电台广告中与众不同的一则口号：
“At One-Hour Heating and Air, if we’re not on time, you
don’t pay a dime.”
“一小时内送上热和风，如我们未能准时送达，将免费赠送。”
I can look out the window of my office and see a Super
Wal-Mart. Their well-known advantage is plastered on
the building: “Always Low Prices. Always.”
从我办公室的窗户望去,可以看到一家沃尓玛超市。其众所周知的优势便是那张贴在大楼上的“天天低价,时时低价。”
There's a local computer company that runs a great
ad differentiating itself from the big-box electronics
retailers by making fun of how technical and impersonal
the big boys are with customers. Their ads end with
this differentiating line,
当地一家电脑公司，为了区别于大卖场电子零售商们，打了一则更棒的广告来讥讽这些大亨,挖苦他们对待客户是如何的机械刻板。该广告的收尾与众不同，
“Bottom line, we will be cheaper, faster, and more
polite than the computer chain stores.”
“底线，比起那些电脑连锁店,我们价更低，效更优，礼更周。”
The successful companies do an excellent job of
spreading their message, through advertising,
marketing, PR, and sales. That, of course, is the
one aspect you control.
那些成功公司宣传工作做得相当棒，通过广告，市场，公共关系和销售。当然,这是你掌控的一面。
Too many sales reps think that dialing the phone
and reaching a person is actually selling. No, that’s
activity.
太多的销售人员认为拨打电话有人接听就是销售。不，那仅仅是行为而已。
For example, “Hi Ms. Prospect. I’m Joe Seller with
Contractor's Supply. We sell drywall supplies, and
I’d like to talk to you about what we have and what
you use.”
例如, “你好,女士,我是CONTRACTOR‘SUPPLY 的销售员Joe。我们出售石膏板。想介绍一下我们的产品,了解一下您的需求。
Yawn. Worse, it incites resistance.
无趣。糟糕透了, 这明摆着是要被赶走的节奏。
How about this:
试试这样如何：
“Hi Ms. Prospect, I’m Joe Seller with Contractor's Supply.
In talking with Jean in your office, I understand that
your installers now spend quite a bit of time leaving
jobs running to your supplier to pick up materials when
they need something. What sets us apart is that we
have trucks out that offer delivery within an hour when
contractors need something. I’d like to ask a few
questions to see if what we offer might be of value to you.”
“你好,女士，我是CONTRACTOR‘SUPPLY 的销售代表Joe。与Jean在您的办公室交谈之后，得知你现在的安装工丢下工作,跑去和供应商提取原材料上消耗了不少时间。与之不同的是，当合约商需要某种原材料时，我们有车派送,可在一小时内送货上门。我接下来的几个问题将有助于看出我们的服务是否值得您拥有。”
Of course, the better opening is dependent on the sales
rep gathering some information before speaking with the
decision maker. Which, by the way, should always
happen on prospecting calls.
当然，更好的开场白取决于在与决策者交谈前销售代表收集信息。顺便说一下，这些常常出现在试探性电话中。
We go into detail on how to do this, as well as identifying
advantages, and putting it all into a great opening on the
audio CD, “How to Easily Create Telephone Call Openings
that Stimulate Interest, and Avoid Resistance.” See it.
我们将详述如何做到并认同优势将其全部列入一个好的开场白,并刻录在 CD中:
“如何轻松进行电话开场白，激发兴趣，避免拒绝” 。看看这个吧。
Exercise
操练
Here’s an exercise right now for you. Brainstorm and
simply fill in the blanks:
以下这个操练，大家集思广益，填填空吧：
“What sets us apart is ________.”
“使我们区别于他人的是_______”
“What makes us different is _______.”
“让我们与众不同的是_______”
“Something that you’ll get with us, that no one else
offers is ______.”
“使得你加入我们而其他人无法提供的是_______”
I’d bet you could use these, or a variation of these in
your own calls.
“打赌你一定能用到这些，或在电话实践中举一反三。”
Set yourself apart, and you’ll see more sales!
让自己与众不同,你将销售更多！
_________________________________________
QUOTE OF THE WEEK
本周引语
"The greatest danger for most of us is not that our
aim is too high and we miss it, but that it is too
low and we reach it."
Michelangelo
"对我们大多数人而言,最大的威胁不是目标太高触不可及，而是目标太低唾手可得。”
米开朗基罗
Go and Have Your Best Week Ever!
迎接有史以来最愉快的周末吧,各位！
Art
阿特
评论
顶一个，
加拿大电商昨天我把提单复件发给了客户，今天收到了他回信，如下： Dear Nicholas, please send all shipping documents. We will check B/L copy and we will reply ASAP. Thank you Best Regards ......................................... 加拿大电商刚从事这行半年，对电子行业不了解，自己整理了些，算是学习，供大家分享，也请大家补充。我毕竟是个文科生，对这方面知识严重欠缺。 DVD:英文全名是Digital Video Disk, 即数字视频光
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