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商務(wù)英語:向客戶介紹產(chǎn)品
Jennifer要帶加拿大客戶Bob Mckenzie先生和Andrea Lloyd小姐參觀公司的新產(chǎn)品。他當(dāng)然要借此機(jī)會大力推銷這項新開發(fā)成功的商品。如何利用短短一兩分鐘的時間最大吸引對方的興趣,得要事先花費(fèi)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.
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.
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.
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.
Mckenzie先生、Lloyd先生,讓我?guī)Ф坏轿覀兊恼故臼覅⒂^。我想你們一定很想看看本公司最新型的微波爐。
這是“大廚師”,本公司引以為傲的產(chǎn)品。您現(xiàn)在所看到的只是個初步的樣品,但它代表我們未來智能型產(chǎn)品線的主力。公司全體對這個微波爐都感到十分興奮,在試用的時候,它表現(xiàn)得無懈可擊。
這項產(chǎn)品設(shè)計上的主要特色和賣點(diǎn),是它的“真會煮”裝置;里面裝有一個感應(yīng)器,可探察食物究竟熟了沒有。所以基本上,有了“真會煮”設(shè)計后,就不可能有食物煮得太爛或半生不熟的情況發(fā)生;這項特點(diǎn)是其它微波爐所沒有的。
兩位得承認(rèn),這項特色對西方慣用微波爐的使用者,很具吸引力。Action公司也深信,像“大廚師”這種智能型的產(chǎn)品,將會是未來的潮流趨勢。
短語解說
pride and joy 最讓人引以為傲的人(事或物)
這是口語用詞。當(dāng)你覺得某個人的表現(xiàn)、或某件事物讓你感到驕傲和高興,而且可以拿出來炫耀的,都可以說是你的"pride and joy"。
My department's pride and joy has to be its latest award for productivity and efficiency.
我的部門最令人感到驕傲的,就是最近獲得了生產(chǎn)效率績優(yōu)獎。
smart product 智能型產(chǎn)品
"Smart"原用來形容人,指其腦筋靈活、反應(yīng)巧妙。因此,若有一樣產(chǎn)品稱得上"smart",即表示它的設(shè)計和功能很靈巧,能省掉使用者很多麻煩,就像它也有腦筋一樣!如蒸汽熨斗在達(dá)到某個設(shè)定溫度后,會自動切斷電源,即是一例。
Germany is leading the way in producing and marketing smart products.
德國在制造與行銷智能型產(chǎn)品方面,居領(lǐng)導(dǎo)地位。
trial run (新產(chǎn)品的)試用;測試
這個詞組有兩個意思:一指在某項新產(chǎn)品剛開發(fā)完成時,測試其功能,看它是否符合當(dāng)初預(yù)定的功能。一指消費(fèi)者在購買產(chǎn)品之前,先試試它的功能,如果一切令人滿意,才決定買下。"trial",嘗試。
We were very disappointed with the results from the new car's first trial run.
在首度試開之后,這輛車讓我們非常失望。
selling point 賣點(diǎn)
這個詞組是銷售上的名詞,指一項商品的各個特性中,有一點(diǎn)可以強(qiáng)調(diào)出來,作為吸引顧客購買的重點(diǎn)特色。"Point",重點(diǎn)。
But, sir, I cannot sell a product that has no obvious selling points. That's impossible!
但是,先生,我沒辦法賣一項沒有任何突出賣點(diǎn)的產(chǎn)品呀!那是不可能的!
wave of the future 未來的潮流;趨向
這也是個口語說法,表示某事或某物在將來會受重視或歡迎;同時也意味著這件事物具有創(chuàng)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,未來主導(dǎo)世界的,是經(jīng)濟(jì)實(shí)力,絕不是軍事強(qiáng)權(quán)。
句型總結(jié)
● 提議看產(chǎn)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.
與客戶討論告一段落后,可轉(zhuǎn)移話題,提議另一件事:新產(chǎn)品。用語以"Let me…","How about"或"If…, I'd like to…"表示禮貌性的建議。
● 產(chǎn)品優(yōu)缺點(diǎn)
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.
在參觀者看到產(chǎn)品之前,宜先說明該產(chǎn)品目前的狀況。所使用的句子,前半部可先說稍有疑慮的一面(例如它只是個初步的樣品,尚未正式生產(chǎn)),接著再強(qiáng)調(diào)好的一面。主要句型的結(jié)構(gòu)是"It's only…, but it's…"。
● 強(qiáng)調(diào)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.
強(qiáng)調(diào)該產(chǎn)品最特殊的功能,較易讓聽者留下深刻的印象?蛇\(yùn)用的關(guān)鍵詞有:"basically"(基本上)和"essentially"(實(shí)質(zhì)上),都是加重語氣的字匯。
● 吸引用戶
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.
此段應(yīng)直接指出這項產(chǎn)品的功能,因為這對將來要銷售這項產(chǎn)品的兩位客戶,是最具說服力的。句型用"You must admit…",不但加強(qiáng)說服力,而且讓對方難以反駁。
結(jié)構(gòu)分析
在非正式的場合介紹產(chǎn)品時,態(tài)度不宜過分積極,因為這樣反而會給人壓迫感。應(yīng)該抓住該項產(chǎn)品最出色的特性,強(qiáng)調(diào)它能提供使用者的益處,就能令參觀者留下深刻印象。
1. 邀看產(chǎn)品
以禮貌的語氣邀請對方參觀產(chǎn)品展示室。
2. 其優(yōu)缺點(diǎn)
提出產(chǎn)品的優(yōu)缺點(diǎn),可同時說明改良的經(jīng)過。
3. 強(qiáng)調(diào)特性
強(qiáng)調(diào)產(chǎn)品最主要的特性,以及該特性帶給使用者的好處。
4. 產(chǎn)品潛力
以婉轉(zhuǎn)而具說服力的語句重申該項產(chǎn)品將帶來的利益。
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