B. What is important when…?

　　Dealing with clients 与客户交往需考虑哪些要点?

　　l Understanding needs 了解需求

　　l Negotiating skills 谈判技能

　　Suggested Answer 1

　　When dealing with clients, it’s essential to identify their needs-what products and services they need and what are the affordable prices, what dictates their actual choice of brand or supplier. Understanding customers’ needs and wants is needed for a company to gain a true advantage over their competitiors.

　　In maintaining business relationship your clients, mastery of negotiating and influencing skills is critical. When dealing with difficult people or difficult situations, if you’re able to use tactics to negotiate to mutual satisfaction, you’ll be able not only to reach your designed objectives but also win great respect and commitment from your clients.

　　Meanwhile integrity and sincerity are also important. You need to follow business ethics when handling your clients, putting their interests above anything else.

　　推荐答案1：

　　与客户交流的时候，明确他们的需要很重要—他们需要什么样的产品和服务以及可以承受的价格是多少，实际选择品牌或供应商时受什么影响。了解客户的需要来赢得真正的利益战胜竞争者。

　　在你和客户之间保持合作关系，熟练的谈判技巧以及技能影响很重要。在处理棘手客户或者棘手情况的时候，如果你能够使用谈判技巧来达到让双方满意，你不仅可以达到设计目标而且从你的客户那里得到极大的尊重和承诺。

　　同时，诚实和诚信也很重要。你在与客户合作的时候需要遵从商业道德，把他们的利益凌驾在任何其他事情之上。

　　Suggested Answer2

　　When dealing with clients, it is important to understand their needs and wants. This is the first step of customer service. If a company knows the needs and wants of its customers, it may know what kinds of products to offer, and how to serve its customers, thus customers will buy the company’s products.

　　It’s also important for the staff to have negotiating skills. Salepeople should be trained to know the selling process, the psychology of customers, and the art of selling, etc., so that they may know how to negotiate with customers and try to persuade customers to buy their products.

　　In addition, it is also important to establish good relations with customers. Try to take care of customers’ need and meet them, then customers will remain loyal to your company.

　　推荐答案2

　　与客户交流时，了解客户需要和需求非常重要。这是客户服务的第一步。如果公司了解客户的需求，它可以知道提供什么样的产品种类，而且了解怎样服务于客户，因此客户将会购买产品。

　　员工拥有谈判技巧也很重要。应该培训销售人员了解销售程序以及顾客心理和销售艺术等等，因此他们可能了解怎样与客户谈判并且说服客户购买他们的产品。

　　此外，与客户建立良好的关系也很重要。试着估计客户的需求并且满足他们的需求，这样的话客户保持对你公司的忠诚度。

　　C. What is important when…?

　　Aiming to improve product quality 要提高产品质量应注意哪些要点?

　　l Inspecting machinery 检查机械设备

　　l Reviewing staff training 检查员工的培训情况

　　l

　　When aiming to improve product quality, it is important to inspect machinery. Many a time,defects of products are caused by machinery with problems. By inspecting machinery regularly and making necessary overhauling, the company can avoid defective products, thus ensuring the quality of products.

　　It is also important to review staff training. Employees should be trained to have the skills of producing quality products, and this kind of training should be reviewed continually to see whether employees have acquired the necessary skills.

　　In addition, it is also important to constantly study and make changes in work activities, because this will result in value-added goods and services that meet customer needs, and innovations that exceed customer expectations. As we know, the quality of work process, to a large extent, determines that quality of the resulting goods and services.

　　要改善产品质量的时候，检查机械设备很重要。许多时候，产品的缺陷是由机器的问题造成的。通过定期检查设备并进行必要的大修，公司可以避免产品缺陷，因此确保产品质量。

　　检查员工的培训情况也很重要。应该培训员工具备生产优质产品的技能，应该不间断的检查这种培训来了解是否员工取得必要的技能。

　　此外，不断的学习以及工作活动的变化也很重要，因为这样做的结果是商品增值，并且服务能够满足客户需求，而且通过创新来超越客户的期望。就我们所致，工作过程的质量，在很大程度上，决定最终产品和服务的质量。

　　PART THREE: DISCUSSION

　　Promotional Video

　　The company you work for has decided to produce a promotional video about the company and its activities. You have been asked to make suggestions about the video. Discuss the situation together, and decide:

　　l which aspects of the company should be shown in the film

　　l which memebers of staff should appear in the film

　　宣传录像

　　你们所在的公司决定制作一个公司及其生产情况的宣传录像，请你们就录像提出建议。讨论并决定：

　　l 录像应该展示公司的哪些方面

　　l 录像中应该出现哪些员工

　　A: Our company has decided to shoot a promotional video, that’s an integral part of our marketing and promotional campaigns.

　　B: Yes. So, I think the video should include all the aspects that would enhance our company image. In my opinion, we should first of all, present an overview of our company, I mean the general information including the history and development of our company, so that people will understand us better.

　　A: That’s a good idea. But I think the most important thing is that our video should demonstrate our products and services, you see, it’s much easier to explain everything visually. Video can show our products in action, something brochures can’t do. It can bring our products’ features and benefits to life!

　　B: You get a very important point there. The film should also show the clean and orderly environment of our company to enhance a sense of trust in the audience. You see, the environment is actually a reflection of good management. Nobody can trust a company whose workshops look slovenly.

　　A: Certainly, these are all important aspects. We should also include our company logo, it’s highly demonstrative of our principles and values. On the other hand, it would also be a very effective way to create a lasting impact on our audience.

　　B: Good, let’s also put it on our list. But which members of staff do you think, should appear in the film?

　　A: In my opinion, our company succeeds primarily on the strength of team-work, so our film should show the close working relationship we’re so proud of, particularly our management. And we should also…

　　B: It’s a good idea to give our management the profile but I think it’s more advantageous to focus on our workshops, I mean, the average workers. You see, it communicates our values to the public, our respect for the staff and our appreciation of their efforts.

　　A: Right! At the same time, it is also a great incentive to our workers. They’ll be happy to see themselves in the video and will be very much motivated. We should also highlight those staff members who have been working in our company for over twenty years, you see, just to show our gratitude for their loyalty and commitment.

　　B:Good. It also reflects our company cohesion. And we should give close-ups to some of our leading staff members like excellent performers.

　　A: All right. Let’s settle in this way.

　　A: 我们公司已经决定制作一个宣传录像，这是我们的市场和宣传活动中不可分割的一部分。

　　B: 是的。因此，我认为录像应该包含能够加强我们公司形象的所有方面。就我而言，我们首先应该展示公司整体形象，我的意思是一般的信息包括公司的历史和发展，因此人们可以更好的了解我们。

　　A: 那是一个好主意。但是我认为最重要的事情是我们的录像应该展示我们的产品和服务。你知道，一切视觉上的解释更容易一些。录像能够形象的展示我们的产品，这是小册子所不能达到的。它可以生动的展示我们产品的特点和优势。

　　B：你说到重点了。录像也应该展示我们公司环境的干净有秩序来增强观众对我们的信任感。你知道，环境实际上是对良好管理的反应。没有人会信任一个车间脏乱不堪的公司。

　　A: 确实是这样，这些都是重要的方面。我们也应该包括公司的商标，这是对我们的原则和价值观的高度示范。从另一个方面来说，这是一个持久影响观众的非常有效的方法。

　　B：让我们将它列入清单中。但是你认为哪些员工应该出现在录影中呢?

　　A:我的意见是，我们公司的成功主要取决于团队合作的力量，因此录影中应该展示我们引以为豪的紧密的合作关系，特别是我们的管理层，而且我们也应该…

　　B：给管理层这个印象是一个好主意，但是我认为把焦点放到车间更具优势，我的意思是，每一个工人身上，你知道，它向公众传达我们的价值观，我们尊重员工而且对他们的努力表示赞赏。

　　A:是的!同时，对员工也是一个很大的刺激。他们将很开心在录像中看到自己而且将会受到很大的鼓舞。我们也应该着重录制那些在我们公司工作20年以上的员工，你知道，只是为了显示对他们的忠诚和承诺表示感谢。

　　B:好的。这也会影响我们公司的凝聚力。而且我们也应该给领先的员工的出色表演特写。

　　A:好的。让我们这样着手做。

　　(1) Have you seen examples of effective promotional videos?

　　你是否看过效果良好的宣传录像?

　　Yes. I was very much impressed by a tradeshow video which promotes pollution-free tea. The video highlights the clean environment in which the tea is grown and it’s so well shot, it gives the commercial a touch of artistic taste.

　　(2) What are the advantages to a company of having a promotional video?

　　公司拥有宣传录像有哪些好处?

　　The greatest advantage of promotional video is its ability to give a great deal of information in a short amount of time. It can help your organization project a positive image and can help your company increase brand visibility.

　　(3) What other forms of promotion are effective?

　　还有哪些其他的有效促销形式?

　　With rapid development of telecommunications, I think the most effective way is promotion through the internet. It is easy, fast and cost-efficient. Another important promotional approach is using brochures and flyers.

　　(4) Might there be some forms of promotion which would not be effective?

　　是否可能有哪些效果不佳的促销形式?

　　Yes. Spamming is an ineffective sales tactic. You see, internet user now get so many spam E-mail every day that they would delete them without even looking at them. Another junk promotion method I think is door-to-door sales, you see, people nowadays never trust tuese people, particularly in areas where public security is poor.

　　(5) Do you think technology is changing the ways companies promote themselves?

　　你是否认为科技正在给公司的宣传方式带来变化?

　　Yes. New technology hirings about new ways of promotion, for examply, most companies nowadays use videos to promote themselves, and also use the internet for promotion.