實用商務(wù)英語 銷售渠道

2　銷售渠道

你將聽到的

商業(yè)意識

Good business sense, good knowledge of local market and sales channel.

建立渠道

To develop marketing of HK area, and set up sales channel.

無損現(xiàn)有渠道

We are not disrupting the distribution channel, we are helping to sell.

常規(guī)渠道

The most common channels of distribution are by wholesalers, retailers and agents or brokers.

正確渠道

I agree that a good marketing channel is important and indispensible to the success of exporting.

你也許會說

批發(fā)商

My wholesaler gives me a really good price.

代理商

Tens of thousands of travel agents also had to change their systems.

進口商

Online retailers are already among the biggest distributors of books.

職場心經(jīng)

企業(yè)的銷售渠道有很多種，采取何種銷售方式與行業(yè)性質(zhì)、企業(yè)規(guī)模、產(chǎn)品特性、銷售成本、品牌戰(zhàn)略相關(guān)。尋找供銷渠道對于那些有固定客戶或者供應(yīng)商的商人來說問題不是很大，他們可以通過確定的渠道來交易他們的產(chǎn)品或者獲取他們的原料。但是，對于那些剛剛開始業(yè)務(wù)的商人來說就是另一回事了。因此商人必須將他們的努力方向指向那些可能產(chǎn)生最佳結(jié)果的渠道。

商人要建立一個供銷渠道還必須知道以下幾方面的信息：文化環(huán)境與社會習慣；商業(yè)習慣與慣例；地理與通信情況；法律環(huán)境；經(jīng)濟條件；政治風險與政府政策。一旦找到了一個供應(yīng)或者銷售的目標渠道，商人就必須與潛在的客戶或者供應(yīng)商進行溝通以建立業(yè)務(wù)關(guān)系。一般來說，企業(yè)可以通過直銷、店鋪銷售、代理經(jīng)銷商等方式來實現(xiàn)產(chǎn)品價值。

必備的詞匯熱身

●　craft [krɑ:ft] n.技術(shù)，手藝

●　yield [ji:ld] v.生產(chǎn)

●　grateful [?ɡreitful] adj.感激的

●　decorative [?dek?r?tiv] adj.裝飾的

●　retail [?ri:teil] v.零售

●　balk [b?:k] v.停蹄不前，突然停止

●　indispensable [?indis?pens?bl] adj.不可缺少的；絕對必要的

當談到銷售渠道的時候你會聽到

Good business sense, good knowledge of local market and sales channel.

良好的商業(yè)意識，熟悉當?shù)厥袌龊弯N售渠道。

I carry the weight of developing the marketing of HK area, and set up sales channel on my shoulders .

我負責香港地區(qū)市場的開發(fā)，銷售渠道的建立。

carry the weight of…on one's shoulders對某事承擔責任，對某事負責

習語carry the weight of…on one's shoulders的字面意思是“將……的重量都擔在自己的肩上”，表達的是“承擔責任，對某事負責的意思”。例如：It's none of your business, I will carry the weight of the world on my shoulders.與你無關(guān)，我會對這件事負責的。

“承擔”的其他表達方式還有：

turn one's hand to承擔

She can turn her hand to all sorts of jobs.

她能承擔各種工作。

be charged with承擔

She was charged with the care of the old people.

她要承擔照顧老人的責任。

My work is to develop independent and strong city cleaning sales channel in the region.

我的任務(wù)是發(fā)展獨立的和強大的區(qū)域城市清潔設(shè)備銷售渠道。

We are not disrupting the distribution channel, we are helping to sell.

我們沒有破壞銷售渠道，而是幫助他們銷售產(chǎn)品。

Are there any new entrants, and what have they been up to in the past year?

是否有人改變游戲規(guī)則，新產(chǎn)品、新技術(shù)獲新渠道？

The most common channels of distribution are by wholesalers, retailers and agents or brokers.

最通常的銷售渠道是通過批發(fā)商、零售商和代理商或經(jīng)紀人。

I agree that a good marketing channel is crucial and indispensable to the success of exporting.

我同意一條好的銷售渠道對順利出口是至關(guān)重要和必不可少的。

crucial，acute，pressing，critical和urgent都有急切的、至關(guān)重要的意思

crucial adj. of the greatest importance決定性的，極其重要的。是最常用詞，指缺乏或需要極其重要的東西，或指緊急或危機狀態(tài)達到某轉(zhuǎn)折點。That was a crucial battle that would determine the outcome of the whole war.這是決定整個戰(zhàn)局的關(guān)鍵性的一仗。

acute adj. of great importance or consequence; crucial嚴重的；關(guān)鍵的；緊迫的，迫切的；至關(guān)重要的或有重大后果的；決定性的。There is an acute lack of research funds.研究經(jīng)費嚴重短缺。

pressing adj. demanding or needing urgent attention緊迫的，迫切的。指嚴重缺乏但沒有那么急切。Pressing business matters prevented her from taking a nap.緊迫的業(yè)務(wù)使她無法小睡片刻。

critical adj. very serious, important, or dangerous非常重要的；至關(guān)重要的；十分危險的。指極其缺乏或指轉(zhuǎn)折點。The elections will be critical for the country's future.選舉對該國的未來至關(guān)重要。

urgent adj. very important and needing to be dealt with without delay緊急的；緊迫的；需迅速處理的。指接近危機。This order is not urgent.這件事不急切。

當談到銷售渠道的時候你會說

1．My wholesaler gives me a really good price.

我的批發(fā)商給了我很好的價錢。

2．The sourcing of wine from producers, importers, wholesalers and retailers.

了解葡萄酒生產(chǎn)商，進口商批發(fā)商和零售商。

3．The company bargained with the wholesalers over the price of the new product.

公司與批發(fā)商就這種新產(chǎn)品的價格進行洽談。

4．Tens of thousands of travel agents also had to change their systems.

上萬的代理商也不得不為此改革它們的系統(tǒng)。

5．We know nothing about the firm except for the fact that it is a commission agent.

除了它是傭金代理商之外，我對這家商行一無所知。

6．Being importers, we are in a competitive market, so we have to quote the very lowest prices.

身為進口商，我們都處于有競爭性的市場，因此我們得報給客戶最低的價格。

7．Online retailers are already among the biggest distributors of books.

在線零售商已躍居為最大的圖書經(jīng)銷商之一。

8．The retailer has assembled a team in Shanghai to examine the question.

這家零售商在上海組建了一支團隊研究這個問題。

拓展學習

批發(fā)商

A：What is your distributor?

你們的批發(fā)商處于什么位置？

B：Those are third-party customers coming into a showroom to buy from all over the world.

批發(fā)商是來自世界各地的第三方客戶，他們會來到展示廳進行采購。

Some manufactures use middlemen such as wholesalers to move their merchandise to the consumer.

有些制造商通過批發(fā)商一類的中介，將他們的產(chǎn)品轉(zhuǎn)到消費者手中。

A trader who becomes an authorized distributor of a product may soon find that he has agreed to conditions of sale that bind him hand and foot to the manufacturer.

一個商人如果成了某種產(chǎn)品的授權(quán)批發(fā)商，則他可能很快就會感覺到他所承諾的推銷條件使他完全受制于該產(chǎn)品的制造商。

agree on, agree to與agree with的用法總結(jié)：

agree on在……方面取得一致意見

I'm sure that we will agree on this point.

我肯定我們會在這一點上達成共識的。

agree to答應(yīng)，接受

We agree to accept your claim.

我方同意接受貴方的索賠。

agree with贊成

I agree with you that nothing could arouse his interest.

我也覺得這樣，沒有什么能引起他的興趣。

進口商

A：An importer will always show the value of goods to be 5％-6％ more when they arrive than when they left the exporting country.

貨物到港時，進口商總是按比離開出口國價格多5％-6％來出示貨物價格。

B：European Union legislation now requires manufacturers and importers of electronic goods to collect and recycle their devices at the end of their lives.

歐盟的法律現(xiàn)在要求電子產(chǎn)品制造商和進口商在產(chǎn)品壽命期滿時進行回收。

Retailers and importers have been instructed to recall these products and withhold them from sale.

零售商和進口商已經(jīng)指示召回這些產(chǎn)品，并扣留他們出售。

If the importer requests, the communication of the grounds shall be in writing.

如進口商提出請求，則海關(guān)應(yīng)以書面形式將其理由通知進口商。

To get such goods through customs, importers would have to buy permits to cover the greenhouse gases emitted during their manufacture.

購買這樣的商品，進口商必須購買制造商品時排放的氣體的配額。

零售商

A：With sales slow at virtually all retailers, experts say customers now have the upper hand.

隨著所有零售商的銷售量走低，專家們稱顧客現(xiàn)在占了上風。

B：Expiry dates add a sense of urgency, which retailers are eager to foster.

產(chǎn)品期限增加了一種緊迫感，這是零售商所急于培養(yǎng)的。

Retailers and other business people are also to blame for using the festival to boost business.

零售商及其他商業(yè)人士也被指責利用節(jié)日推動商業(yè)發(fā)展。

Other retailers are giving consumers more wiggle room for returns instead of haggling over prices.

其它的零售商給予顧客在退貨上而不是還價上更大的空間。

場景應(yīng)用

公司正在努力開辟新的市場，但馬克認為在原先占領(lǐng)的市場趁熱打鐵十分重要，這一觀點得到了約翰的支持。

A：We're tying to enter new markets in countries where we do not have a presence.

B：A well-known chain department store in America is willing to cooperate with us.

A：That's great! But it's not easy to compete in a new market abroad.

B：Don't worry. Our products have unique selling points and are already popular among American consumers.

A：Even so, it's not easy in my mind.

B：Right. We have to adapt ourselves to local cultures and customer expectations.

A：Do we need to plan to sell in Europe?

B：Not at the moment. We should now be more concerned about the Asian market.

A：But our business with that area has been growing steadily.

B：So we should strike while the iron's hot.

A：You are right. I back you up.

A：我們正努力在未涉足的國家開辟新市場。

B：一家美國知名的連鎖百貨商店愿意與我們合作。

A：太好了！不過在新的海外市場競爭并不容易。

B：別擔心，我們的產(chǎn)品具有獨特的賣點，并且為美國消費者熟知。

A：即便這樣，在我看來這也絕對不容易。

B：沒錯，我們必須適應(yīng)當?shù)匚幕拖M者的期望。

A：我們是否需要籌劃銷往歐洲市場？

B：目前還不是時候，我們現(xiàn)在還是更應(yīng)該關(guān)注亞洲市場。

A：但是我們與該地區(qū)的業(yè)務(wù)已處于穩(wěn)步增長階段。

B：所以我們才應(yīng)該趁熱打鐵。

A：你說得對，我支持你。

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I back you up.我支持你。

對方有了一個新的想法，你要支持他這么做，你可能回答他說“我支持你?！北磉_“我支持你。”大家都會想到說I support you.有沒有更地道的說法呢？當然，那就是I back you up.這個表達更口語化一些。

搭配back up表示“支持；援助”，又比如：We need further facts to back up our statements.“我們需要進一步的事實來支持我們的說法?！?/p>

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產(chǎn)品銷售的過程中有一部分利潤會被批發(fā)商賺走，吉爾認為這很不劃算。于是他提議直接找零售商，這一提議得到了李先生的認可。

A：Let's discuss how to promote the sales of our new product now.

B：It's easy as stealing candy from a baby! Actually I have great confidence on this series, because it is more advanced in technology and more attractive in appearance than the similar products in this line. But I think we should plan our marketing strategy carefully. It's very important.

A：Yes, I agree. So let's start with our marketing options. Normally we find wholesalers to distribute our products and leave a make-up for them, typically around 20％ of the cost. The wholesalers deal with the logistics of the products and reports the sales figure to us on a regular basis.

B：Well, I think it's a big deduction from our margins. Why don't we try going straight to the retailers? It saves us a lot of distributing costs.

A：Yes, that's what I want to discuss with you. Direct distribution to retailers is really an economical way, but we should devote a great deal of time and energy to determining our retailers. You know, if we sold the products to someone with bad reputation or poor after-sales service, we would ruin our own reputation.

B：I happened to have some reliable retailers in hand. We can get in touch with them about the new proposal of the distribution.

A：現(xiàn)在我們討論一下如何提升我們的新產(chǎn)品的銷售。

B：這很簡單。實際上，我對這個系列的產(chǎn)品非常有信心，因為比起市場上的同類產(chǎn)品來，它不僅技術(shù)領(lǐng)先，而且外觀更加漂亮。但我覺得我們還要小心謹慎地采取營銷策略，這很重要。

A：是的，我同意。那么我們先來看看我們有哪些營銷方式可供選擇。通常我們會讓批發(fā)商來分銷我們的產(chǎn)品，給他們留一部分利潤補償，一般來說是20％左右。批發(fā)商會處理商品的物流運輸，并每隔一段時間向我們報告銷售情況。

B：我認為這是從我們利潤中分去了一大筆錢。為什么我們不直接面向零售商呢？這可省去不少分銷的費用。

A：是的，這正是我想跟你討論的。直接分銷給零售商是一個很省錢的方法，但我們要花很多時間和下大力氣去決定零售商的人選。你要知道，如果我們把產(chǎn)品分銷給一個信譽差或售后服務(wù)不佳的零售商，等于自毀聲譽呀。

B：我手頭正好有一些信譽比較好的零售商。我們可以跟他們聯(lián)系一下，商量分銷的事。

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steal candy from a baby（某件事情做起來比較容易）

steal candy from a baby大家一看就明白是“從嬰兒那里哄糖吃”。其實這是個比喻，大家都知道，從嬰兒那兒哄糖吃是件很容易的事情。所以它是用來比喻某件事情做起來比較容易。當某人感謝你為他做了什么事，或是你幫了他什么大忙之類的，你就可以用這句話回應(yīng)他，然后加上一句不足掛齒，既能顯示出你的能力，又能顯示出你的謙虛。

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