營銷和銷售之 展示新產(chǎn)品　Demonstrating New Products

營銷和銷售之 展示新產(chǎn)品　Demonstrating New Products

如何向顧客展示一個人們聞所未聞的產(chǎn)品，并讓他們認識到它的價值？遵循如下環(huán)節(jié)，你就很容易做到。

準備

了解產(chǎn)品的所有相關(guān)知識（everything that there is to know），掌握所有涉及的數(shù)據(jù)，成為產(chǎn)品專家（be an expert）。請同事協(xié)助準備一些可能被問到的問題，并逐一解答。

⊙What does it do?它是做什么用的？

⊙How does it work?它是怎么工作的？

⊙What are the advantages of this product?這個產(chǎn)品的優(yōu)點是什么？

⊙How much does one of those run for these days?現(xiàn)在像這樣的東西值多少錢？

⊙It's multifunctional.

它是多功能的。

⊙The most impressive part is……最引人入勝的部分是……

⊙Our patented design has won numerous awards.我們的專利設計贏得諸多獎項。

⊙Gather round and prepare to be amazed！都過來，你們會大吃一驚的！

從頭開始

不要主觀臆斷你面前的潛在客戶（potential customers）已經(jīng)掌握的相關(guān)產(chǎn)品信息程度。應當通過一些測試性問題（pointed questions）來判斷他們對產(chǎn)品的了解程度。明確你的產(chǎn)品會給對方工作或生活的哪些方面帶來便利。

⊙Are you familiar with……你是否熟悉……

⊙How much do you know about……你對……了解多少？

⊙I'm sure you've heard of……我肯定你聽說過……

不要停留在口頭介紹

盡可能多地應用視覺手段（visual aids）。動手演示總會比口頭介紹更容易留下印象。通常情況下，人們對見到的要比聽到的多好幾天的記憶。此外，不要留下懸而未決的問題。

⊙I'd like to give you a demonstration of……我很愿意給你展示一下……

⊙Here, let me demonstrate.來讓我給你演示。

⊙If I can direct your attention to……

如果你愿意跟隨我把注意力集中到……

⊙Take a look at this！

看這個！

⊙Now, watch carefully……現(xiàn)在，仔細看……

⊙Impressive, isn't it?令人難忘，不是嗎？

⊙Here, you give it a try.你也來試試。

⊙If you have any questions, feel free to ask at any time！如果你有什么問題，在任何時候都盡管問我！

⊙What you're about to see will amaze you.

你馬上要看到的肯定會讓你大吃一驚。

緊接著

收集潛在客戶的聯(lián)系資料（contact information），尤其是那些表現(xiàn)出很大興趣的人。在打電話給他們的時候，幫助他們回憶在展示過程中一些難忘的事情（reference sth memorable），還有產(chǎn)品的某些特質(zhì)。不要將此聯(lián)絡環(huán)節(jié)交給不了解情況的人。

A：Hello?This is Clarence Johnson speaking.

B：Hello Mr. Johnson.This is Larry Burns calling from Martin Mechanical Devices. I met you last week at the Automobile trade show in Miami.I was demonstrating the horsepower of our engines and how they are more powerful than a Ferrari.

A：Oh, yes！I remember very clearly.

A：你好，我是Clarence Johnson。

B：你好，Johnson先生。我是馬丁機械設備的Larry Burns。我們上周在邁阿密的汽車交易會上見過面。我當時給你展示了我們的發(fā)動機，還說明了我們的發(fā)動機比法拉利的發(fā)動機馬力更強勁。

A：哦，是的。我記得很清楚。

總結(jié)

產(chǎn)品展示比產(chǎn)品推銷多許多互動環(huán)節(jié)，也就是說不僅動口也得動手。演示過程中最好邀請觀眾親手嘗試，親身的體驗會給他們留下更深的印象，這樣對產(chǎn)品的認知是想忘也忘不了的。

Words　單詞表

advantage優(yōu)勢，長處

booth展位

brainstorm集思廣益，頭腦風暴

cost花銷，花費，費用

demonstration示范，演示

grand 1000美元

engine引擎，發(fā)動機

horsepower馬力

impressive印象深刻的

issue問題，爭議點

memorable難忘的，印象深刻的

multifunctional多功能的

numerous許多的，為數(shù)眾多的

patented專利的，獲得專利的

similar類似的

projection預測，投射

Phrases　短語表

basic information基礎(chǔ)信息

bring up提出，造就

come right up馬上來

compare to……與……相比

cover（points/information）涵蓋（觀點/信息）

cutting edge technology尖端技術(shù)

developing technology研制/開發(fā)中的技術(shù)

first off首先

good point好主意，說得好

haveyour thinking cap on……開動腦筋……

maintenance contract維修保養(yǎng)合同

run for追查，探究

newly developed新開發(fā)的

set sb back使某人花費

these babies這些東西/玩意兒

these days如今，目前

top of the line頂級的，最高水準的

trade show商展，貿(mào)易展

實景對話1

A：Can you tell me a little more about your products?

B：Sure, I'd be happy to. Tenectric 3000 is a unique home computer system that can be built into your house or apartment building. It is complete and multifunctional environmental control.It makes your life easier and better.

A：Environmental control?What does it do?

B：It can not only control your heating and air conditioning systems, but it also can provide music, television, Internet, and other electronic media projection into any room at any time.

A：Really?

B：Yes！And you're really going to be impressed with this—there is voice activation controlled cleaning and cooking as well！

A：No！That's impossible.

B：Here, let me demonstrate. What you're about to see will amaze you.

Computer?Please make me a cup of tea. Now watch carefully.

C：Yes sir, right away sir.

A：What was that?The computer is talking??Oh my gosh！Look, the microwave is on！And look！There's a cup of tea inside. It's got to be a joke！

B：No, it's not a joke. This is cutting edge technology.Impressive, isn't it?

Here, you give it a try.

A：Okay. Computer, please make me a scrambled egg.

C：Yes sir, scrambled egg coming right up, sir.

A：This is amazing！

A：你能多給我講講你們的產(chǎn)品嗎？

B：當然，非常樂意。Tenectric3000是一款獨一無二的家庭電腦系統(tǒng)，可安裝在房子或公寓中。它是一套完整的多功能環(huán)境控制系統(tǒng)，會讓你的生活更加輕松舒適。

A：環(huán)境控制？是怎么用的？

B：它不僅可以控制你的暖氣和空調(diào)，而且可以提供在任何房間、任何時刻的音樂、電視、網(wǎng)絡和別的一些電子媒體項目。

A：真的嗎？

B：是的，這個也會給你留下深刻印象——清潔和烹飪語音控制。

A：不會吧，那不可能！

B：讓我演示一下。你一定會大吃一驚。電腦？請給我煮杯茶?，F(xiàn)在仔細看。

C：好的，先生。馬上就好，先生。

A：那是什么？電腦會講話？哦，我的天哪！看，微波爐運轉(zhuǎn)了！再看！有杯茶在里面。不是在開玩笑吧？

B：不，不是玩笑。這是尖端科技！令人難忘，不是嗎？你來試試！

A：好的。電腦，幫我做個炒雞蛋。

C：好的，先生，炒雞蛋馬上就好，先生。

A：真是太神奇了！

實景對話2

A：Okay everyone, do you have your thinking caps on?I need your help in brainstorming for our new product line. I want to focus our trade show booth on the newly developed Martin 2000 engine.It's got the same horsepower as a Ferrari.How much do you know about our engines?What can we do to make our demonstration memorable?What kind of basic information do we have to cover?Help me out, you guys！

B：Well, first off, what does it do?How does it work?And more importantly, how much is one of these babies going to set me back?

A：All good questions！Well for the cost issue, Gary, how much does one of these run for these days?

C：Engine alone, not including any maintenance contracts or anything， probably about 10 grand.

A：Okay, question answered. And for the other questions, this is a top ofthe line racing engine that is on the edge of developing technology.

C：I think you should include the advantages of this product as compared to other similar products.

A：Yeah, good point. So what aspects do you think we should bring up?

What are the advantages of this product?

B：It's multifunctional.

D：The most impressive part is its power.

C：Our patented design has won numerous awards.

A：好的，各位，你們是否已經(jīng)準備就緒開動腦筋了？希望我們能在新產(chǎn)品上集思廣益。我想把重點放在最新產(chǎn)品馬丁2000發(fā)動機的貿(mào)易展展位上。它和法拉利的馬力一樣。你們對這種發(fā)動機了解有多少？我們怎么才能讓我們的演示印象深刻？我們需要涵蓋哪些基礎(chǔ)信息？大家?guī)臀铱纯础?

B：首先，它是干嗎用的？怎么用？還有最重要的，這些寶貝值多少錢？

A：問得好。關(guān)于費用，Gary，現(xiàn)在每一個要多少錢？

C：單說發(fā)動機，不包含維護保養(yǎng)服務和別的內(nèi)容，大約要一萬美元。

A：好的，感謝解答。關(guān)于其他問題，這是一種代表技術(shù)發(fā)展最前沿的頂級賽車引擎。

C：我覺得你應當也包含該產(chǎn)品和類似產(chǎn)品相比較的優(yōu)點。

A：好主意。你認為哪些方面的優(yōu)點是我們應當提的？這個產(chǎn)品都有哪些優(yōu)點？

B：多功能。

D：最吸引人的地方是它的馬力。

C：我們的專利設計贏得了眾多獎項。