29-Customers顾客.doc

29. Customers 顾客
　　1 Words and Phrases单词和词组
　　disgruntled不满的 how to handle them如何处理
　　frightening吓人的，可怕的 start sounding off开始提高嗓门
　　upset生气 get worked up激动情绪开始上升
　　aggressive好斗的 let off steam发泄一下火气
　　irrational不理性的 out of their system排出体外
　　endeavour努力 calm down稳定下来，镇静下来
　　probing探查，调查 start probing them开始探问他们
　　psychology心理学 streamline the operations使生产更有效率
　　streamline使…更有效率 in the first place首先，起初
　　hesitation犹豫 a little concerned有点儿担心
　　2 Sentences重点句型
　　1. Do you mind if I ask them?您介意我问一下吗?
　　2. What’s the first thing we need to do?我们需要做的第一件事是什么?
　　3. You are going to have disgruntled customers. 你会遇到一些不满的顾客。
　　4. In your opinion，is that time frame acceptable?在您看来，这个时间段是否可以接受呢?
　　5. I’d like to get your answers to a few questions. 我想请教您几个问题。
　　6. Obviously，you have a reason for the hesitation. 显然，您有犹豫的理由。
　　7. You mean we should just stand there and listen?你的意思是应该只站在那儿倾听?
　　8. Psychology is needed in dealing with complaints. 处理投诉的时候需要运用心理学的知识。
　　9. That’s why we made the inquiry in the first place. 这就是我最初提出问询的原因。
　　10. No，I guess not but，I don’t have a lot of time to waste.
　　不，不介意吧，不过我没有很多时间可以浪费。
　　11. So，we just take it all and not try to defend the company?那我们就全盘接受，也不为公司辩解?
　　12. The customer isn’t interested in excuses，they want solutions，
　　顾客对借口不感兴趣，他们要的是解决办法。
　　13. Alternatively, feed back to them your understanding of the problem.
　　或者，向他们提供反馈，说明你对问题的理解。
　　14. Do you feel the equipment we have offered is the most suitable for the project?
　　您觉得我们提供的设备是否最适合于这个工程呢?
　　15. It can be a bit frightening when a customer gets worked up and starts sounding off.
　　顾客激动情绪上升、开始提高嗓门的时候有点儿吓人。
　　3 Dialogue 1
　　A Sales Manager discusses how to deal with a complaint from a customer.
　　A: You are going to come up against disgruntled customers at some time in your career and you need to know how to handle them.
　　B: It can be a bit frightening when a customer gets worked up and starts sounding off.
　　A: The key is to not let that happen. You must try to stay calm but show the customer you are concerned about their problem.
　　B: What’s the first thing we need to do? Find out the facts, I suppose?
　　A: Not always. Don’t waste time trying to do that before the customer has had a chance to let off some steam.
　　B: You mean we should just stand there and listen?
　　A: Exactly. If a customer is visibly upset and at all aggressive, you need to let them get that aggression out of their system.
　　B: So, we just take it all and not try to defend the company?
　　A: That’s right. The customer isn’t interested in excuses, they want solutions. People who are upset tend to be a bit irrational and, it is a known fact, you can never win an argument with an irrational opponent.
　　B: OK. So, we listen to what they say and we endeavour to show we are concerned about their problem?
　　A: Yes, and once they’ve calmed down a bit you can then start probing them for a few details. Alternatively, feed back to them your understanding of the problem.
　　B: I can see, there is a definite need for a bit of psychology in the way we approach complaints.
　　对话1 销售经理讨论如何处理顾客的投诉
　　A: 在职业生涯中有时你会遇到一些不满的顾客，所以需要知道如何处理。
　　B: 顾客激动情绪上升、开始提高嗓门的时候有点儿吓人。
　　A: 关键就是别让这种情况发生。你必须努力保持冷静，但同时让顾客觉得你很关心他们的问题。
　　B: 我们要做的第一件事情是什么?我想是查明事实，是吗?
　　A: 不一定。在顾客有机会发泄一下之前先不要试图这么做。
　　B: 你的意思是应该只站在那儿倾听?
　　A: 完全正确。如果一个顾客表现得很生气，好像要打架，你需要先让他们从自身发泄出一些火气。
　　B: 那，我们就只是全盘接受，也不为公司辩护?
　　A: 对。顾客对借口不感兴趣，他们要的是解决办法。人生气的时候会倾向于有点儿失去理性，而且你永远赢不了一个不理性的对手，这也是公认的事实。
　　B: 好的。那么，我们就听着他们抱怨，并且努力表现出关心他们问题的样子?
　　A: 是的，一旦他们情绪稳定下来，就可以开始探问一些事情的细节。或者，向他们提供反馈，说明你对问题的理解。
　　B: 我明白了。看来处理投诉时真得需要一点儿心理学知识啊。
　　4 Dialogue 2
　　A salesperson has to deal with a reluctant customer.
　　A: I’d like to get your answers to a few questions. Do you mind if I ask them?
　　B: No, I guess not but, I don’t have a lot of time to waste.
　　A: In your opinion, do you feel the introduction of this new equipment will streamline the operations?
　　B: That’s why we made the inquiry in the first place.
　　A: So, in your opinion, the reduction in production costs we’ve indicated in our presentation would benefit the company.
　　B: Yes, within the time frame shown, they would.
　　A: In your opinion, is that time frame acceptable?
　　B: The time frame is reasonable for that sort of capital outlay.
　　A: Do you feel the equipment we have offered is the most suitable for the project?
　　B: I think it is suitable enough, but!
　　A: Obviously, you have a reason for the hesitation. Do you mind if I ask what it is?
　　B: We are a little concerned about the capital outlay at this time but, maybe you have some ideas about that?
　　对话2 销售人员不得不应对一位不太有意购买商品的顾客
　　A: 我想请教您几个问题，您介意我问一下吗?
　　B: 不，不介意，不过我没有很多时间可以浪费。
　　A: 在您看来，您觉得引进这个新设备会提高生产效率吗?
　　B: 这就是我们开始时提出问询的原因。
　　A: 那么，在您看来，减少生产成本，就像我们展示时提到的，会对公司有益是吗?
　　B: 是的，在显示的时间段里，会有益。
　　A: 您认为这个时间段是否可以接受呢?
　　B: 对于那种基建投资，这样的时间段是合理的。
　　A: 您觉得我们提供的设备是否最适合于这个工程呢?
　　B: 我觉得够适合了，但是!
　　A: 很显然，您有犹豫的理由。您介意我问一下是什么吗?
　　B: 我们有点儿担心现在的基建投资，不过，也许对此你有什么高见?
　　5 Exercises
　　A Vocabulary Drill 词汇填空练习
　　1. Dealing with customers is a public relations ________ .
　　2. A company should take all customer ________ seriously.
　　3. Customers are interested in ________ to their problems.
　　4. Handling dissatisfied customers ________ psychology.
　　5. Treating a client with respect creates a good ________ .
　　6. Salespeople must be ________ when asking questions.
　　7. Difficult customers are ________ in the sales profession.
　　8. ________ satisfaction will create good public relations.
　　9. There are many sales ________ for dealing with problems.
　　10. Customer concerns must be ________ seriously.
　　solutions techniques
　　requires expected
　　Customer impression
　　complaints exercise
　　polite treated
　　B Reading Practice 阅读练习
　　Good customer relations can be the lifeblood of a business both, at the point of sale and, especially, in the area of after-sales service. Although it is often denigrated, the Sales profession is, arguably, the most important profession in modem society. Every monetary society is based on consumption and that means selling products or services.
　　Today’s customers are concerned about value and quality and, if a retail business is to succeed, it must be customer focused. Organisations need a good public image if they are to attract new customers and that public image can be reinforced by the way they service their existing customers. Customer dissatisfaction is like a cancer that spreads without the host being aware of the damage it is causing. Disgruntled customers can create bad publicity which is seized upon by the media and competitors alike. It can create a stigma which is very difficult to eliminate. The old motto, "The customer is always right" is still an excellent criterion for business today, even if the customer is wrong.
　　It becomes an economic tradeoff between the public’s perception of a company and placating dissatisfied customers. The real answer is to create an organisation that is trained to ensure customer satisfaction at every level of its business.
　　Answer the questions below.
　　1. What is the answer to customer dissatisfaction?
　　2. What is the economic basis of all modem societies?
　　3. What is an essential ingredient for success in the retail trade?
　　C Presentation 演讲练习 - Explain a few ideas to your class about bow you would ensure customer satisfaction in a business.
　　D Role Play角色扮演
　　Student A: You are the Department Manager.
　　Student B: You are dissatisfied customer complaining about a salesperson.
　　Example questions:
　　1. Could you please tell me why you are upset with the service?
　　2. Did the salesperson accuse you of shoplifting or did she just ask to inspect your bag?
　　E Discussion 讨论
　　1. What are appropriate actions to take in the case of suspected shoplifting?
　　2. Why is consumption so important to modem society?