汽车专业英语课件-1-3 chapter 9 car marketing汽车销售.ppt
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1、Chapter 9 Car Marketing,9.1 The Qualifications are Required to Become a Car Salesman,本章学习内容,Chapter 9 Car Marketing 本章学习内容、目标和重点难点,本章学习目标,本章难点重点,1.The Qualifications are Required to Become a Car Salesman 2.How to Become a Great Car Salesman 3. Owning a Car Dealership Franchise 4. Getting a Franchise
2、 Agreement With a Car Manufacturer,1.掌握汽车销售员的基本用语和要求 2.掌握开设一家汽车特许经营店的基本要求 3.能够读懂基本的汽车销售宣传信息,1.重点为汽车销售流程话语 2.难点是中外地域的差异性 3.汉译准确表达也是难点,9.1 The Qualifications are Required to Become a Car Salesman,New Words,9.1 The Qualifications are Required to Become a Car Salesman,New Words,9.1 The Qualifications ar
3、e Required to Become a Car Salesman,Car salesmen are an important part of the automotive industry. Their primary mission is to make customers interested in cars and sell as many cars as possible to bring in profit for the dealership. The entire process of persuading the customer to buy a car could t
4、ake hours. Still, many people find car sales a thrilling occupation because of the large commissions a person can make. There are several qualifications that are required to become a car salesman.,9.1 The Qualifications are Required to Become a Car Salesman,9.1.1 Education The usual education level
5、for a car salesman is a high school diploma. Potential car salesmen with high school diplomas can give themselves an edge by taking a few classes in sales or marketing. According to the Princeton Review, college coursework in psychology, finance, and public speaking is becoming more common.,要点分析: di
6、ploma 参考译文:文凭 就是“教育机构颁发的证书”的意思,可以指从小学到研究生任何层次的“文凭”。没有学位的学习也会有证书(学位的要求会更严格,比如有学分要求等)。 diploma 还有一个词义:荣誉证书(A certificate conferring a privilege or honor)。,知识拓展,9.1 The Qualifications are Required to Become a Car Salesman,9.1.2 Specialized Training According to Career Choices, automotive technology tra
7、ining, including training in on board systems, is becoming a common basic qualification for employment. Most training in sales, specifically, is done on the job. However, some salesmen may spend time at a national training center learning about each models features, general negotiation strategies, t
8、he culture of the company they work for, and the manufacturing process, according to the Princeton Review.,However, some salesmen may spend time at a national training center learning about each models features, general negotiation strategies, the culture of the company they work for, and the manufa
9、cturing process, according to the Princeton Review. 难点提示: 1) learning about each models features, general negotiation strategies, the culture of the company they work for, and the manufacturing process, learning about 引导的是后置定语,用来解释训练中心主要学写的内容; the culture of the company they work for, they work for也
10、属于定语从句,修饰culture,一般定语从句都放置在修饰词或句子的后面。 according to 引导状语从句,一般翻译提前。 参考译文:但是,根据普林斯顿评论的调查,一些销售员会花很多时间在全国性的训练中心学习每一个车型的特点、一般的谈判策略、他们工作公司的文化以及汽车的制造过程。,难点分析,9.1 The Qualifications are Required to Become a Car Salesman,9.1.3 Physical Qualifications Car salesmen must be able to stand for long periods of time
11、 and walk through the car lot. Some salesmen may need to be able to work for long hours. The ability to withstand a variety of outdoor temperatures, such as intense summer heat or cold winters, is also helpful.,9.1 The Qualifications are Required to Become a Car Salesman,9.1.4 Personality According
12、to the Bureau or Labor Statistics, car salesmen need to be well groomed, tactful, and have a good ability to express themselves. Most are paid solely on commission, so they need to be persistent in their efforts to make sales each day. Because they work with other salesmen trying to make their daily
13、 sales quota, competition is fierce. Each day car salesmen must fight against the stereotype that they are dishonest and crafty. To do that, they must put forth an image of integrity and interest. A lot of business may depend on return customers, so car salesmen have to be skilled at building custom
14、er loyalty.,9.2 How to Become a Great Car Salesman,9.2 How to Become a Great Car Salesman,Becoming a great car salesman takes time and patience. While you can do many things to improve your customer service and product knowledge, some traits, such as being able to achieve good rapport with customers
15、 or simply convey a naturally personable and likable character, depend on personality. Any salesman can improve with honest effort. Over time, consistency and hard work pays off (Fig.10-5),9.2 How to Become a Great Car Salesman 9.2.1 Instructions,1.Revisit product knowledge training or seek out prod
16、uct knowledge on your own. Learn interesting facts about the vehicles you sell, including gas mileage, awards, safety ratings and options. Being able to answer questions immediately makes you appear knowledgeable, authoritative and trustworthy,2、Know your competitors. If you are doing a walk-around,
17、 which is displaying the car to your customer, you should be able to comfortably talk about competitors models and state why the vehicle you are showing is the ideal choice while being subtle and not verbally bashing other cars or dealers. Perfect your walk-around - you have one shot to gain interes
18、t, so dont leave anything.,9.2 How to Become a Great Car Salesman 9.2.1 Instructions,3、Keep your walk-around relevant to the customer you are with. Do not show a safety-concerned mother how easy it is to change a headlight bulb. Focus on what the customer is looking for, not what you think is import
19、ant.,9.2 How to Become a Great Car Salesman 9.2.1 Instructions,要点分析: walk-around 参考译文:四处走动 绕走 本文采用了绕走的含义,实际是指销售常用的“六方位”绕车法。虽然有最佳建议路线,但是也要根据顾客的需求,随时改变路线,而不是墨守成规一直按照“六方位”的顺序来,知识拓展,4. Follow your dealer procedures, such as bringing your customer inside for an interview before walking around the lot or
20、conducting a walk-around. Ask questions that deserve answers and steer clear from yes or no answers. Ask why the customer wants another car, what cars she finds attractive and why, and what she liked best about her last car and didnt like at all . 5. Ask about budget. It is unnecessary to show a cus
21、tomer a car that will cost $450 per month when he has a budget of a $250. Determine credit standing by asking what rate you should figure for payment budgeting to calculate a price range. Those who know they have bad credit will let you run a credit report while those with excellent credit will tell
22、 you they will qualify for the best,9.2 How to Become a Great Car Salesman 9.2.1 Instructions,Ask why the customer wants another car, what cars she finds attractive and why, and what she liked best about her last car and didnt like at all . 难点提示: 1) Ask引导祈使句,省略了主语第二人称,后面接的是宾语从句,why the customer want
23、s another car, what cars she finds attractive and why, and what she liked best about her last car and didnt like at all .四个疑问词引导的是宾语从句, why, and what 共用一套句子成分。最后一个and是省略了前面的why, and what 。 参考译文:询问顾客喜欢另一台车的原因,她觉得哪些车有吸引以及原因,以及关于他最近拥有的这台车,她最喜欢和最不喜欢的地方是哪些,以及为什么。,难点分析,6. Explain the vehicle in detail bef
24、ore the customer test-drives it. Make sure the mirrors are set and the seat is properly proportioned to his height. Show you want to make the test drive a positive experience by finding a radio station the customer likes and turning to it, turning it down so he can hear how the car operates at the b
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