An Introduction to Using English in Business How to Improve Business with Your English Speaking Customers by Scott Hovater

Promotion Mix (Part Two) Personal Selling

Definition: Face-to-face presentation and promotion of products and services. Working at a trade show as an exhibitor is one example of personal selling.

Steps in the Selling Process 1.Prospect and Qualify 2.Preapproach 3.Approach 4.Make presentation 5.Answer objections 6.Close sale 7.Follow up

Promotion Mix (Part Three) Public Relations (PR)

A good public relations program has three steps: 1.Listen to the public 2.Change policies and procedures 3.Inform people that you are being responsive to their needs

Promotion Mix (Part Four) Sales Promotion

Definition: A promotional tool that stimulates consumer purchasing and dealer interest by means of short-term activities.

Business to Business Sales Promotion 1.Trade shows 2.Portfolios for salespeople 3.Deals (price reductions) 4.Catalogs 5.Conventions

Consumer Sales Promotion 1.Sampling 2.Coupons 3.Contests 4.Bonuses (buy one get one free) 5.Special events 6.Catalogs 7.Demonstrations 8.In-store displays

Interactive Promotion (new) This type of promotion changes the promotion process from a monologue, where sellers try to persuade buyers to buy things, to a dialogue in which buyers and sellers can work together to create mutually beneficial exchange relationships.

Promotion Mix in Review Advertising nPersonal Selling nPublic Relations nSales Promotion nValue of Product nInteractive Promotion

Why Attend a Trade Fair#-1 1.Finding new sources for products/services (46%) 2.Gathering market information (22%)

Why Attend a Trade Fair#-2 3.Looking for strategic partners (19%) 4.Keeping an eye on competitors (7%) 5.Maintaining contact with existing suppliers (6%)

A Passage about Trade Fairs-1 As the world shrinks and industrialization spreads, trade fairs have boomed. Indeed, companies are often faced with a choice of dozens, even hundreds, of fairs in their sector, and deciding where to exhibit can cause plenty of headaches.

A Passage about Trade Fairs-2 The size, location, duration, and influence of the fair, the presence of target customers, competitors, suppliers and other partners, and of course the investment/return ratio all have to be weighed up.

A Passage about Trade Fairs-3 Reasons for exhibiting range from breaking into new markets to keeping up with the industry’s latest developments and, of course, checking out what the competition is up to.

A Passage about Trade Fairs-4 Fairs also offer a unique opportunity for producers to meet suppliers, distributors, and retailers, while buyers can shop around and make comparisons, all under one roof.

A Passage about Trade Fairs-5 Although trade fairs are designed for professionals, some are open to the public as well, offering the added advantage of direct consumer impact.

A Passage about Trade Fairs-6 But fairs are not all sell, sell, sell! They are also popular forums for the exchange of ideas and learning about new developments.

Listening Practice Listen to the following questions asked by people at trade fairs. For each question decide if they were asked by an exhibitor (write E) or visitor (V). 1._____ 2._____ 3._____ 4._____ 5._____ 6._____ 7._____ 8._____ 9._____ 10._____