U3 HANDOUT HP1 LECTURER: NG THAO TRANG

UNIT 3: SELLING (HADNOUT)

LISTENING: SELLING ON TV

CD1.28

Listen to the first part and answer these questions

1. What are the six product groups that she mentions?

2. QVC sells to consumers in which countries?

3. Which two media are used to sell QVC’s products?

Listen to part one and match the three parts of these expressions.

1. We sell products to ... the television and online

2. ... we sell through a wide variety of categories ...
3. ... we sell both across consumers in Germany, Japan, USA, UK and
Italy

TAPESCRIPT (I = INTERVIEWER, SL = SUE LEESON)

I: What docs QVC do?

SL: QVC is a (1) _____global multichannel__retailers_______________________. We sell

(2)____product________ across a wide (3)______variety of categoríe_______________, from
(4)______food______ through to (5)___fashion______, through to
(6)__ACCESSORIES___________, through to (7)__________, to (8)______BEAUTY______
and (9)________. And we sell to consumers in (10) _germany, japan usa, uk___,
italY____________________________, and we sell both through our - the (11) _______tv___
and (12) __online___________.

CD1.29

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In the second part, Sue talks about the secret of a really good presentation and developing
a sales pitch. Listen and complete this paragraph.

I: What's the secret of a really good sales presentation?

SL: Firstly, having a product that you can easily (1) DEMONSTRATE………. and a product
that has a good (2) …STORY……. behind it. Secondly, that the person who's actually giving the
sales presentation can engage with their (3) …AUDIENCES…. in a credible fashion, can tell the
story very clearly and can demonstrate the features and (4) BENEFITS………. of each product
in a very (5) CLEAR………. and easy-to understand way.

I: Can you give us an example of how you develop a sales pitch?

SL: First of all, it's all in the (6) ……PREPARATION…., so it's all about knowing the product
(7) …INSIGHT AND OUT……., what the product (8) CAN DO………., what it (9) …
CANN’T DO……., when it is (10) SUITABLE………., when the product (11)ISN’T ……….,
and then be able to demonstrate the product to its (12) VOLUNTEER………. in a very clear and
(13) ………. fashion, but also in (14) …WAY…….

Listen again and complete these notes.

You need to know:

• the product (1) …………… ………… ………………

• what the product can or can't (2) …………………………

• when the product is or isn't (3) ……………

Complete these statements with appropriate forms of verbs from part two.

If you ...

1……….………. a product, you show how it is used, etc.

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2 …GIVE THE…….………. a sales presentation, you talk about a product or a number of

products to an audience.

3 ……ENGAGE WITH….………. with your audience, you understand their needs and talk to
them in ways they can relate to.

4 ……DEVELOP….………. a sales pitch, you work on ways of talking about a product to

possible customers in a way that will make them want to buy it.

5 ……KNOW….………. a product inside and out, you know it very well.

CD1.30

Listen to the third part and answer these questions.

1. Why are beauty products easy to sell on TV? FANTASTIC STORY ; DEMONSTRATE
HOW YOU APPLY ,… HOW MUCH ;

2. Which type of product is difficult to sell, and why? SMELL

Listen to this extract from part three and replace the eight mistakes in the transcript below
with what Sue Leeson actually says

We have many successful product areas. One of our most successful is beauty. Beauty works so
well on TV for two reasons. First of all, each beauty brand has a terrific story behind it, and we
can really bring life to the brand and to the sales pitch through telling that story in a very
attractive way. And secondly, each product is very easy to present. So, if it's a skincare product,
like a moisturiser, we can show how to apply it, the quantity to apply in order to give the best
effects. Finally, we add another layer to our product presentation in that we always invite the
expert behind that product to tell the story.

TAPESCRIPT (I = INTERVIEWER, SL = SUE LEESON)

I: What was QVC's most successful product sale, and why?

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U3 HANDOUT HP1 LECTURER: NG THAO TRANG

SL: We have many successful product areas. One of our strongest is (1) ___BEAUTY________.
Beauty works so well on TV for two reasons. First of all, each beauty brand has a (2)
___FANTASTIC STORY________ behind it, and we can really (3) _______BRING
LIFE_________ to the brand and to the product presentation through (4) __TELLING THAT
STORY____________________ in a very engaging way.

And secondly, each product is very (5) ___EASY TO PRESENT_____________________. So,

if it's a (6) __________SKINCARE___PRODUCT______, like a (7) ______________, we can
show how to (8) ______APPLY IT_______, how much to apply in order to give (9)
_________________. Finally, we add another (10) ____LAYER______ to our sales presentation
in that we may (11) _____EXPERT_______________ behind that product to tell the story.

I: Arc some types of product easier to sell than others?

SL: Yes, and in fact some products are very difficult to sell on (12)
__OUR_____BUSINESS_____MA__________. So, take (13) ____________, for example.
Clearly the main, er, piece you want to communicate with a fragrance is (14)
_____SMELL____________, and that can be (15) ____CHALLANGing_______________ to
do through (16) __a TV enviroment______________________.

CD1.31

Listen to the final part. If customers want to buy a skin product, what four things can they
see on the QVC website?

………………………………………………………………………………………………………
………………………………………………………………………………………………………

Listen to part four and find words that mean the following.

1. on the Internet o NLINE _ _ _ _

2. changed a LTER_ _ _ _ _ _
3. terrific f ANTASTIC_ _ _ _ _ _ _ _
4. chance oPPORTUNITY _ _ _ _ _ _ _ _ _ _

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5. product iTEM _ _ _
6. picture iMAGE OF PRODUCT _ _ _ _
7. catalogue r ANGE_ _ _ _

TAPESCRIPT (I = INTERVIEWER, SL = SUE LEESON)

I: How has online shopping (1) __ALTERED________ the way you sell?

SL: It's given us a (2) _FANTASTIC OPPORTUNITY___________________ to sell in a (3)

______DIFFERENT WAY____________ to our consumers. So if a customer wants to buy a
skincare product at 10 o'clock at night, and perhaps (4) _ON AIR: PHÁT SÓNG____________
we're showing a gardening item, she can now go down to our (5)___WEBSITE________, she
can (6) __BROWSE: LƯỚT (NHƯ KIỂU BROWSE FB)_________ through the (7) __RANGE
OF PRODUCTS_ONLINE________________ that (8) SUIT_________ her at that moment in
time, she can see an (9) ___IMAGE OF PRODUCT_________________, she can see the (10)
PRODUCT____DESCRIPTION_________________, she can see what other customers think
about the product through our (11) RATINGS___________ and (12) ____________REVIEW
SERVICE______, and as well she can see the (13) ___VIDEO
DEMONSTRATION___________________. So, it opens up our range of I 5,000 products to the
customer at (14) ____ANY TIME_____________, day or night.

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Cái này là cách negotiate

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NEW WORDS

Auction: đấu giá

BUY IN Bulk: trọng tải lớn, số lượng nhiều

Accessory: đồ phụ tùng

Specialist shop: shop chuyên bán 1 món đồ thoi vi dụ chỉ bán shoes

Dispatch/ despatch = ship: (v/n) gửi hàng đi

Bargain: món hời * make/ strike a bargain

Warehouse: kho hàng # storage: nhà kho ( chứa những đồ chưa dùng đến)

Wholesaler: nhà bán sĩ >< retailer

Moisturiser: kem dưỡng

Fragrance: mùi hương

Engaging = attractive

Cataogue = range

New word reading

- Celebrity

- Recruitment

- State

Identify

Require

Integrity: sự chính trực, liêm chính

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U3 HANDOUT HP1 LECTURER: NG THAO TRANG

Individual: a single person or thing

Close a deal: chốt đơn

Approach: tiếp cân sth (n/V)

- incentive: something that encourage sb do sth; khiêu khích khuyến khích, bonus

Verbal praise: lời khen thưởng

Professionolism

Executive: điều hành

Commission: tiền hoa hồng

Hard sell: a method of selling in which person tries everyday very hard to persuade customer to
buy sth

Mindset: tư duy ; a person’s way of thinking and their opinions

Attribute: thuộc tính; a quality or characteristic ( đặc thù ) that someone or sth has

Telemaketing: bán hàng qua đt

Effective

Master: learn how to do sth well

Inwardly: hướng nội, nội tâm bên trong

Inside out: biết sth know sth very well from in to out =))

Hesitant : lưỡng lự

Mix up

Interact; intend;appearance;vital

Prospect: the possibility of sth future event, viễn cảnh

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Setback : sth that delays sth developing

Rejection

Aim: to intend

Seasoned : having a lot of experience, dày dạn

Dread : felling of screadm worry: kinh hãi

Commonplace : những chuyện bth

Starting- point

Mid-way

Timeshare:

Grammar

Should; need; have to; must