商務英語播客第93課:解釋產(chǎn)品的特征

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For today’s Business English Podcast lesson, we’re going to focus on the “classic sales”approach to selling products and services. This approach is based on explaining the features, attributes and benefits of your products using the “FAB” technique.

在今天的商務播客，我們來看下買產(chǎn)品和提供服務的“經(jīng)典銷售”方法。這種方法建立在解釋產(chǎn)品的特征，性質(zhì)和優(yōu)勢上。也稱作“FAB”技巧。

The FAB technique is useful for people working in the manufacturing and retail trade – anyone who has to present products. In particular, we’ll look at how this approach can be applied in the Merchandizing business. Merchandizing is the trade name for businesses involved in thedesign and manufacture of clothing and household items.

“FAB”技巧對于在制造業(yè)和零售業(yè)工作的人們很有用——如何需要展示產(chǎn)品的人都會用到。我們要特別來看下這種方法在商品促銷中是如何用的。商品促銷涉及到衣服及家用商品的設計和制造。

In the dialog, we rejoin Marco and Francesca on their trip to a fashion trade show in the U.S. Their company, Viva, has just created an exciting new line of clothes. With the help of their American partner, Foxtrot, they are hoping to get a couple big sales contracts with U.S. department stores.

對話中，我們會重新加入到 Marco 和 Francesca 前往美國的商務旅程。 Viva剛建立新的衣服生產(chǎn)線。在美國合作伙伴Foxtrot的幫助下，他們希望能和美國的百貨銷售業(yè)當成雙倍的銷售協(xié)議。

The listening takes place in the Foxtrot showroom. We’ll hear Francesca speak to a potentialcustomer, Bill, who is a buyer for Bancroft’s, a retail chain store that targets professionalwomen.

對話發(fā)生在Foxtrot的展覽室。Francesca 和一名簽字的客戶Bill談話，Bill是一家以專業(yè)女士用品為主的連鎖商店的采購員。

Listening Questions:

1. What is the key feature of Viva’s fall colors this year? Can you name some of the colors?

2. Why is the Viva Professional line more expensive?

3. As described in the dialog, what are the main benefits of Viva’s clothing line?