Read Online Business English para Dummies by Varios autores - Free Book Online
Authors: Varios autores
Tags: Referencia, Idiomas
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considerations immediately: “One such competitive advantage is the ability to deliver several times daily, while some competitors manage to deliver only once a day.”
The customer development conversation
An especially important part of the workshops deals with the subject of “customer development conversations.” “Each conversation that helps me to move forward with the customer is a customer development conversation,” explains Markus Fuß. For example, it is already viewed as a customer development conversation if the sales representative gains new information about the customer even if he wasn’t able to prompt him to buy. “After each conversation the sales representative should examine whether it was a customer development conversation or a standstill,” says Fuß.
The salesperson decides the issue
In the opinion of Markus Fuß and Martin Rüter, Winkler’s decisive competitive advantage is made up of the competence and friendliness of its sales staff. They are convinced that, ultimately, a customer can only be won and retained by the sales-person’s persona. “If a customer is tied so closely to the company because of the salesperson, he doesn’t have any desire to leave. He then shows little interest if a competitor offers some products at a lower price,” says Markus Fuß. However, if the customer is too focused on “his” sales representative, that may present some danger. “The customer should be able to trust in the other members of the sales staff and deal with them, too, if his favourite sales representative happens to be away on holiday .”
Conclusion: It’s all about is the personal relationship with the customer. It is the basis for a long-term, successful relationship.
The Winkler Group, headquartered in Stuttgart, is represented in 14 German locations and one location each in Switzerland and Russia. Its clientele is comprised of commercial vehicle owners, such as shipping agencies, construction or waste disposal companies, bus companies, repair shops, farmers, and international trade partners.
Palabras para recordar
to make the difference: to decide the issue, to clinch matters
commercial vehicle: utility van, bus, or lorry
spare part: replacement element, substitute component
contributing to: being instrumental or having a hand in achieving
advanced training: further schooling
assertive: forceful, aggressive, dynamic
conducted by: organised or managed by
to be custom-tailored to: to be designed for, adapted to, or custom-made for
branch: local office, division, area office
under the direction of: headed, led, run, or managed by
to be very much in tune with something: to be in accord, harmony, or concurrence with something
particularities: individual characteristics, features, or attributes
to turn special attention to: to direct particular awareness toward
to encourage: to persuade, to convince, to influence
to internalise something: to assimilate something, to take something in
everything from one source: all from the same supplier or originator
to sense: to get the impression, to have a feeling, to perceive
to accompany: to go with, to escort
repair shop: workshop, auto body shop
vehicle owner: registered or recorded keeper
shipping agency: forwarding or hauling company
to delve into: to explore, to enquire into, to examine, to research
competitive advantage: having an edge over the rival or opponent
to determine: to clarify, to ascertain, to verify, to establish
to have an edge on someone: to have an advantage or the lead on someone
consideration: thought, deliberation, contemplation, reflection
to move forward with someone: to make headway, make progress, or gain ground with someone
to prompt: to induce, to persuade, to encourage, to tempt
decisive: deciding, determining, critical, crucial, most important
to be convinced: to be sure, certain, positive, or confident
can only be retained: can just be kept, preserved, held on to, or
The customer development conversation
An especially important part of the workshops deals with the subject of “customer development conversations.” “Each conversation that helps me to move forward with the customer is a customer development conversation,” explains Markus Fuß. For example, it is already viewed as a customer development conversation if the sales representative gains new information about the customer even if he wasn’t able to prompt him to buy. “After each conversation the sales representative should examine whether it was a customer development conversation or a standstill,” says Fuß.
The salesperson decides the issue
In the opinion of Markus Fuß and Martin Rüter, Winkler’s decisive competitive advantage is made up of the competence and friendliness of its sales staff. They are convinced that, ultimately, a customer can only be won and retained by the sales-person’s persona. “If a customer is tied so closely to the company because of the salesperson, he doesn’t have any desire to leave. He then shows little interest if a competitor offers some products at a lower price,” says Markus Fuß. However, if the customer is too focused on “his” sales representative, that may present some danger. “The customer should be able to trust in the other members of the sales staff and deal with them, too, if his favourite sales representative happens to be away on holiday .”
Conclusion: It’s all about is the personal relationship with the customer. It is the basis for a long-term, successful relationship.
The Winkler Group, headquartered in Stuttgart, is represented in 14 German locations and one location each in Switzerland and Russia. Its clientele is comprised of commercial vehicle owners, such as shipping agencies, construction or waste disposal companies, bus companies, repair shops, farmers, and international trade partners.
Palabras para recordar
to make the difference: to decide the issue, to clinch matters
commercial vehicle: utility van, bus, or lorry
spare part: replacement element, substitute component
contributing to: being instrumental or having a hand in achieving
advanced training: further schooling
assertive: forceful, aggressive, dynamic
conducted by: organised or managed by
to be custom-tailored to: to be designed for, adapted to, or custom-made for
branch: local office, division, area office
under the direction of: headed, led, run, or managed by
to be very much in tune with something: to be in accord, harmony, or concurrence with something
particularities: individual characteristics, features, or attributes
to turn special attention to: to direct particular awareness toward
to encourage: to persuade, to convince, to influence
to internalise something: to assimilate something, to take something in
everything from one source: all from the same supplier or originator
to sense: to get the impression, to have a feeling, to perceive
to accompany: to go with, to escort
repair shop: workshop, auto body shop
vehicle owner: registered or recorded keeper
shipping agency: forwarding or hauling company
to delve into: to explore, to enquire into, to examine, to research
competitive advantage: having an edge over the rival or opponent
to determine: to clarify, to ascertain, to verify, to establish
to have an edge on someone: to have an advantage or the lead on someone
consideration: thought, deliberation, contemplation, reflection
to move forward with someone: to make headway, make progress, or gain ground with someone
to prompt: to induce, to persuade, to encourage, to tempt
decisive: deciding, determining, critical, crucial, most important
to be convinced: to be sure, certain, positive, or confident
can only be retained: can just be kept, preserved, held on to, or
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