English Learning Guide

Competency 2
Unit 1: Customer Service
Workshop 3
Centro de Servicios Financieros- CSF

Name: Laura Alejandra Robayo mejia Cohort: 1 Date:

Training program: Tecnólogo en gestión empresarial Instructor: DIEGO FERNANDO

MORALES CORTES

DESCRIBING PRODUCTS AND SERVICES

This workshop attempts to help you improve your basic interaction with others at your workplace,
sharing personal information, identifying formal and informal communication, and asking and
giving information on phone calls your coworkers and you will learn about customer service,
offering and describing products and services, and how to interact with others at your workplace.

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Objective from the development of these activities, you will be able to offer customers your

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company’s services and products.

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1. Work in groups and discuss the following questions:

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- What do you think it is a product?
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R: A product is an eligible, viable and repeatable option that the offer makes available to the demand, to
satisfy a need or meet a desire through its use or consumption.
- What do you think it is a service?
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R: A service could be a set of activities that seek to satisfy the needs of a client.
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- Describe companies you know that offer products and/or services.

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R: These are the companies that offer the highest quality products in Colombia.
1. Alpina
2. Éxito
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3. Coca Cola
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4. Bancolombia
5. Carrefour
6. Postobon
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7. Carulla Vivero
8. Nutresa
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9. Bavaria
10. Colgate
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2. Skills practice: do the following activities to practice the learnt vocabulary and English
structures.

2.1. Listening practice: Video about product or service description1

Watch the following video at https://www.youtube.com/watch?v=JHrxP-mTJt4

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 Product Trademark Need state Development
Service Competitors Consumer cycle
Description patent-pending End/ultimate Development
Market Stock consumer goals Sale
Functionality Benefits Manufacturing Specifications
Different Solutions details Pricing structure
Unique Margin Analysis
Exclusive
Patent

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Taken From: https://www.youtube.com/watch?v=JHrxP-mTJt4 Used by SENA for academic purposes, exclusively.
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English Learning Guide

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Competency 2
vi y re

Unit 1: Customer Service

Workshop 3
Centro de Servicios Financieros- CSF
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Watch the video, make some notes and answer the following questions:
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Which are the three basic questions you need to ask yourself to describe your product or service?

R: what is the product, what makes it unique and to whom is it directed?

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What is it important to have to make your product or service exclusive?

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R: Creativity is an important factor when it comes to increasing the exclusivity perceived by your

customers. It is not so difficult to get your customers to perceive an exclusive touch in your

products and services. Some criteria to achieve the goal are very obvious.

- What makes the mousetrap an exclusive product?

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R: It is the first of its kind, deluxe mousetrap, each trap comes with a fully stocked flavor.
https://www.coursehero.com/file/85774334/GUIA-1-MODULO1docx/
 - Explain the concepts for product or service description:

R: A product is a set of tangible characteristics and attributes (shape, size, color ...) and

intangibles (brand, company image, service ...) that the buyer accepts, in principle, as something

that will satisfy their needs

Manufacturing details:
________________________________________________________________________________

Development cycle:
________________________________________________________________________________

Development goals:
________________________________________________________________________________

2.2.Speaking practice: oral presentation to describe a product or service

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Prepare an oral presentation about a product or service description your company may offer to its

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customers. Consider:

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- What makes the product unique, exclusive, its functions, solutions, benefits? -

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Tell why this product is a great solution for your customers’ needs.

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- Share your presentation in class.
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2.3.Reading practice: Read the text and then, complete the exercises below.

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Ten tips on how to sell any product or service2

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Opinion December 16, 2013 Business Matters
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Taken from https://www.bmmagazine.co.uk/opinion/ten-tips-sell-product-service/ Used by SENA for
academic purposes, exclusively.
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English Learning Guide

Competency 2
Unit 1: Customer Service
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Workshop 3
Centro de Servicios Financieros- CSF
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Sales are the lifeblood of every business. You can call it business development, account handling
or client relationship management. There’s a fine line between success and failure. Follow these
ten tips and improve your chances of closing any sale.
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1. Research the customer. Find out all you can about their personal circumstances, for example
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their relationship status, family names and hobbies. Make sure you understand their position in
their organisational hierarchy and how their business works. Keep notes on their company: read
their website, their annual report and their trade magazines.
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2. Research your products. You need to know the specifics of availability, delivery dates, repairs
and your aftercare service. You also need to know about competitor offerings, so you can set your
product or service in context.
3. Research the past relationship. You should know the complete history of the relationship
between your company and the customer’s organisation. That includes what they have ordered in
the past. Know your facts about any challenges or issues you have had and how they were
resolved.
4. Set a clear – but flexible – objective. Your objective is not just to create a rapport with the
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example, settle for a smaller order or even leave a product on sale or return. Your objectives must
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 be realistic. For high value items or services, your objective might be to persuade the customer to
undertake a cost-benefit study on your solution.
5. Probe for other customers for your product. When you’ve exhausted a product’s possibilities
with one customer, ask them for leads to other people in their organisation who might have a
need for that product.
6. Probe for other products for your customer. If a customer starts to buy fewer products from
you, always check to ensure you understand the reason why. It may be that their policies have
changed. Find out what is different. It might be possible for you to sell one or more of your
company’s other products, to help them meet their new requirements.
7. When you’re with your customer, ask open questions that get beneath the surface. One of the
worst things you can do in selling is to simply launch into your ‘patter’ without tailoring your
offering to the customer’s needs. We all know that people don’t buy features, they buy benefits,
but sometimes we can forget to look at what we’re selling through the customer’s eyes. Open up a
dialogue with the customer, make sure you understand their needs, then relate your product to
those needs and sell the benefits.
8. Keep control of the meeting. Be careful with a customer who tries to put you on the back foot
by asking lots of questions. Remember, you can answer a question with a question (why is that
important to you?). Try to uncover what is behind their queries and get to the root of their needs.

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9. Overcome their objections. There are few certainties in sales but one thing you can bet on is

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that customers will have objections. The best advice here is that you should never take objections

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personally. The customer is not objecting to you; they’re usually objecting either to their need or

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to some aspect of your product. Once you understand that, it’s easier to put their objection into
context. The trick is to probe until you understand their specific objection (and often it will really

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come down to just the one thing).
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English Learning Guide

Competency 2
Unit 1: Customer Service
Workshop 3
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Centro de Servicios Financieros- CSF

10. Ask for the business. Closing the sale should be pain-free and simple. If you haven’t unearthed
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all of the client’s unspoken objections, if the benefits aren’t necessarily relevant to the client, then
the close will need to overcome this – you may still make the sale, but you’ll be doing it the hard
way and with more uncertainty. Finally, once you’ve got the sale, stop talking. Less experienced
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salespeople can sometimes talk the customer into changing their minds after they’ve agreed to
buy. Never make that mistake.
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These tips may seem obvious but, in the real world, even experienced salespeople can forget to
apply them. Keep these fundamental points in mind and improve your chances of success.
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Martin Addison is CEO of Video Arts, the learning content specialist. He can be contacted on 020
7400 4800 or via maddison@videoarts.co.uk These tips are taken from Successful Selling, a new
video-based training resource from Video Arts which brings alive the essential techniques and
principles of effective sales through realistic and humorous scenarios. For a preview visit:
http://www.videoarts.com/sales-and-negotiation/successful-selling

- Look for the definition and examples of the underlined Words in the text.
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 R:

 business development: Desarrollo de negocios

 account handling or client relationship management: manejo de cuentas o gestión de
relaciones con el cliente
 success: éxito
 failure: falla
 closing any sale: cerrar cualquier venta
 Research: Investigación
 Trade: Comercio
 Availability: Disponibilidad
 delivery dates: fechas de entrega
 repairs: reparaciones
 aftercare service: servicio de postratamiento
 rapport: compenetración
 fall-back: retroceder
 alternatives: alternativas
 return: regreso
 cost-benefit: coste-beneficio
 Probe: Investigacion

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 Requirements: Requisitos

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 Launch: Lanzamiento

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 Tailoring: Confección

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 Features: Características

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 sell the benefits: vender los beneficios

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objections: objeciones
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- Based on the principle 7, write down at least 3 questions to identify your customer’s needs
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to offer your products or services.

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 What do you offer that no one else offers?

 What are the greatest needs that your company covers them?
 What is the reason or reasons why he does or does not do business with you?
 What is the reason or reasons why you do or do not do business with your
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competition?
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2.4.Writing practice: make a brochure of your model company services

- Work in groups and take your model company to design a brochure describing its services
and products. Take into account: Description of the product/service, benefits, aftercare
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service, availability, etc.

- Share it with the rest of the class and discuss as if you were a customer.
R:

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3. Extension activities: use some complementary materials to deepen your knowledge and
get more tools to improve your performance.

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- To watch more videos and learn more vocabulary about the workplace communication, visit
https://www.coursehero.com/file/85774334/GUIA-1-MODULO1docx/
 the channel 925English at YouTube.
- Read more tips about products and services at https://www.bmmagazine.co.uk/opinion/ten tips-
sell-product-service/
- Get more information about call center tips at:
https://www.youtube.com/watch?v=SKkDBKaP-hs
- Based on your instructor’s orientation, explore the following website and practice the English
structures. Do at least 2 activities from each topic studied in class and deliver them to your
instructor http://www.esl-lounge.com/student/grammar-guides/grammar-pre
intermediate.php

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