Unit 14
Sales and Negotiation
Objectives
Focus
Warming up
14.1 Selling and buying
14.2 The sales process
14.3 Selling your own product
14.4 Negotiation on the phone
14.5 Getting it right in negotiations
14.6 Negotiation an international deal
Sum up
Assignments
Objectives
Be aware of what is selling and
buying
Be aware of the sales process
Know how to negotiate on the phone
Know how to negotiate an
international deal
Focus
The sales process
The four main phases of
negotiation
Warming up
Discuss,how should we make an
effort to sell our products?
Students discuss in groups and then
present their ideas in front of the
class.
Help the students to be aware of it is
not easy to be a good sales person.
14.1 Selling and buying
This section introduces the activity of
selling and encourages students to
think about both sides of the sales
process
14.1 A,Picture reading
Look at the photos and discuss the questions:
What is happening in each picture?
What do all the situations have in common?
What are the people saying?
Have you ever been in any of the situations
shown?
What sort of products and services are
involved?
What sort of relationship do the people
have with each other?
14.1 B,Reading,a training manual
for sales staff
Points that should be stressed in discussion:
The importance of building up a good
relationship with the clients
Belief in one’s own products is often
stressed at training sessions,This will
include being fully informed about its
specifications,etc.
It is important to be adaptable,With one
particular customer you may need to
emphasize the price of the product,while
with another the delivery times may be
central.
14.2 The sales process
This section deals with the stages which
a sales interview ideally goes through,
the Opening Stage,the Building
Stage and the Closing Stage.
15.2 A,Pre-listening activity
Focus the attention on the general
gist of what is involved in the sales
process before they listen to the
recording
Answer to 14.2 A
1 Opening your client secretary
appointment
2 Building rehearse friend relation
occasion friendly business-like
social conversation responsible
trustworthy
well-known benefits asking
(him/her) half
3 Closing place timing thank
14.3 Selling your own product
Role play
Student A should look at File 28
student B at File 83,
taking part in a meeting between a salesperson and a customer.
14.4 Negotiation on the phone
This section presents telephone
negotiation and the use of follow-up
faxes,
Suggested answer to 14.2 A
1 Price,quantities and delivery date
2 Many significant points are made by both sides,the
supplier makes it clear that they need exact figures,
the buyer wants an acceptable price,and so on.
3 Both people have important points to make,This
demonstrates the mutual interests in a successful
outcome.
4 In particular the salesperson needs to think,and
probably to decide with a colleague what to do next,
5 The fax contains the next step in the negotiation,
2,000 tons can be delivered and a price,quality and a
delivery date are proposed.
14.2 B,Telephone role play
Student A,looking at File 29,plays
the role of customer or buyer,
negotiating an order for yogurt,
Student B,looking at File 59,plays
the role of a salesperson or supplier,
and student C,looking at File 84,as
the non-participating,observer”
eavesdrops,makes notes and
comments afterwards on the
transaction.
For the students who still have little imagination,
an indication could be made as a starter,
Buyer,Good morning,I’m calling about
a large order for yogurt.
Salesperson,Can you give me some idea
about the quantities you require?
Buyer,Yes,I need 10,000 cartons for a
customer in three weeks from now.
Salesperson,I’m sorry,but we can only
let you have 5,000 at such short notice.
Buyer,What price can you quote me?
Salesperson,……
14.5 Getting it right in
negotiations
This section deals with the activity of
negotiating.
14.3 A Listening
Note that the woman’s voice is
indistinct,as if it’s heard down the
line.
Suggested answers to 14.3 A
Substandard components seem to
have been delivered.
The supplier doesn’t appear to be
very efficient or honest!
Check the facts once more as
reported by Michelle with the
individuals she mentions.
He’ll probably ask to speak to the
supplier’s rep.
14.3 B,Reading,the four main
phases of negotiation
The object of this reading exercise is
to focus attention on the four phases
of negotiation,These are the ways
that negotiators ideally work together
towards a result which will be
satisfactory for both sides,
Suggested answers to 14.3 B
1 in the proposal and bargaining phases
2 in the proposal phase
3 to hear what they might be prepared to
trade
4 in the preparation phase
5 to write down the agreement
6 open questions
7 to try to find out in what areas the other
side may be prepared to move
8 in the bargaining phase
14.3 C,Listening
a face-to-face negotiation taking place
between a wholesale buyer and a
supplier
Suggested answers to 14.5 C
ORDER THE POINTS ARE MADE WHO FIRST
RAISE THE POINTS
4 discount M
5 good price M
1 competitive prices F
8 guarantees M
7 importance of quality F
3 the need for firm figures M
6 perfect condition F
2 the point about the organization
being flexible M
14.6 Negotiation an
international deal
The simulation to come allows practice in
co-operative negotiation,To consider how
people’s behavior in international and
cross-cultural negotiation may be different
from what the students expect,Tell the
students that in the situation where people
use English as an international lingua
franca,in particular,they may encounter
individuals or groups who have a style
which is different from their own.
14.6 A what you would think if,
1 they encounter someone who finishes their sentences for
them (they are impatient)
2 someone interrupts them (they are not interested in
hearing your proposals)
3 someone always goes,um” and,er” and hesitates (they
are unprepared and wasting your time)
4 someone speaks incredibly fast without pausing for breath
(they are trying to make up your mind for you!)
5 someone speaks very loudly (they think you are deaf,or
they were in the army!)
6 someone speaks so softly or quietly they can hardly hear
them (they are shy,or afraid of making mistakes in English)
7 someone says nothing and expects them to do most of
the talking (they are uncertain or first want to find out what
you think)
14.6 B,Role-play
Read the file and try to organize a
negotiation according to the
instruction:
File
Manufacture price,$13.70 for each
Wholesale price,$17.30 for each
CIF,$11.80 for each
Price quoted,$29.99 for each
Instruction for role play
Work in pairs,One of the two is a manufacturer of
mountain bikes and would like to ask the other one to
be a distributor in a certain area,Some favorite
offerings should be made as the distributor-to-be has
listed a lot of unfavorable conditions as following:
a,the market may not be good for mountain bikes as
ordinary bikes are not sold well for years.
b,as the recommended retail price for each mountain
bike is set to be ￥ 299,the distributor can’t be
benefited at all for the wholesale price is ￥ 269.
c,since the market is not promising much,the
distributor is worried what he would do with the first
30 mountain bikes as they take up too much room
that can be used for other well sold goods.
Sum up
Basic Negotiation phases:
Preparation debating proposal
bargaining
Assignments
Work in two large groups,
First decide on one product to sell,It
should be a realistic item you are
familiar with or would like to sell in
your current or future work,
Then draft a very brief specification of
the product,
Sales and Negotiation
Objectives
Focus
Warming up
14.1 Selling and buying
14.2 The sales process
14.3 Selling your own product
14.4 Negotiation on the phone
14.5 Getting it right in negotiations
14.6 Negotiation an international deal
Sum up
Assignments
Objectives
Be aware of what is selling and
buying
Be aware of the sales process
Know how to negotiate on the phone
Know how to negotiate an
international deal
Focus
The sales process
The four main phases of
negotiation
Warming up
Discuss,how should we make an
effort to sell our products?
Students discuss in groups and then
present their ideas in front of the
class.
Help the students to be aware of it is
not easy to be a good sales person.
14.1 Selling and buying
This section introduces the activity of
selling and encourages students to
think about both sides of the sales
process
14.1 A,Picture reading
Look at the photos and discuss the questions:
What is happening in each picture?
What do all the situations have in common?
What are the people saying?
Have you ever been in any of the situations
shown?
What sort of products and services are
involved?
What sort of relationship do the people
have with each other?
14.1 B,Reading,a training manual
for sales staff
Points that should be stressed in discussion:
The importance of building up a good
relationship with the clients
Belief in one’s own products is often
stressed at training sessions,This will
include being fully informed about its
specifications,etc.
It is important to be adaptable,With one
particular customer you may need to
emphasize the price of the product,while
with another the delivery times may be
central.
14.2 The sales process
This section deals with the stages which
a sales interview ideally goes through,
the Opening Stage,the Building
Stage and the Closing Stage.
15.2 A,Pre-listening activity
Focus the attention on the general
gist of what is involved in the sales
process before they listen to the
recording
Answer to 14.2 A
1 Opening your client secretary
appointment
2 Building rehearse friend relation
occasion friendly business-like
social conversation responsible
trustworthy
well-known benefits asking
(him/her) half
3 Closing place timing thank
14.3 Selling your own product
Role play
Student A should look at File 28
student B at File 83,
taking part in a meeting between a salesperson and a customer.
14.4 Negotiation on the phone
This section presents telephone
negotiation and the use of follow-up
faxes,
Suggested answer to 14.2 A
1 Price,quantities and delivery date
2 Many significant points are made by both sides,the
supplier makes it clear that they need exact figures,
the buyer wants an acceptable price,and so on.
3 Both people have important points to make,This
demonstrates the mutual interests in a successful
outcome.
4 In particular the salesperson needs to think,and
probably to decide with a colleague what to do next,
5 The fax contains the next step in the negotiation,
2,000 tons can be delivered and a price,quality and a
delivery date are proposed.
14.2 B,Telephone role play
Student A,looking at File 29,plays
the role of customer or buyer,
negotiating an order for yogurt,
Student B,looking at File 59,plays
the role of a salesperson or supplier,
and student C,looking at File 84,as
the non-participating,observer”
eavesdrops,makes notes and
comments afterwards on the
transaction.
For the students who still have little imagination,
an indication could be made as a starter,
Buyer,Good morning,I’m calling about
a large order for yogurt.
Salesperson,Can you give me some idea
about the quantities you require?
Buyer,Yes,I need 10,000 cartons for a
customer in three weeks from now.
Salesperson,I’m sorry,but we can only
let you have 5,000 at such short notice.
Buyer,What price can you quote me?
Salesperson,……
14.5 Getting it right in
negotiations
This section deals with the activity of
negotiating.
14.3 A Listening
Note that the woman’s voice is
indistinct,as if it’s heard down the
line.
Suggested answers to 14.3 A
Substandard components seem to
have been delivered.
The supplier doesn’t appear to be
very efficient or honest!
Check the facts once more as
reported by Michelle with the
individuals she mentions.
He’ll probably ask to speak to the
supplier’s rep.
14.3 B,Reading,the four main
phases of negotiation
The object of this reading exercise is
to focus attention on the four phases
of negotiation,These are the ways
that negotiators ideally work together
towards a result which will be
satisfactory for both sides,
Suggested answers to 14.3 B
1 in the proposal and bargaining phases
2 in the proposal phase
3 to hear what they might be prepared to
trade
4 in the preparation phase
5 to write down the agreement
6 open questions
7 to try to find out in what areas the other
side may be prepared to move
8 in the bargaining phase
14.3 C,Listening
a face-to-face negotiation taking place
between a wholesale buyer and a
supplier
Suggested answers to 14.5 C
ORDER THE POINTS ARE MADE WHO FIRST
RAISE THE POINTS
4 discount M
5 good price M
1 competitive prices F
8 guarantees M
7 importance of quality F
3 the need for firm figures M
6 perfect condition F
2 the point about the organization
being flexible M
14.6 Negotiation an
international deal
The simulation to come allows practice in
co-operative negotiation,To consider how
people’s behavior in international and
cross-cultural negotiation may be different
from what the students expect,Tell the
students that in the situation where people
use English as an international lingua
franca,in particular,they may encounter
individuals or groups who have a style
which is different from their own.
14.6 A what you would think if,
1 they encounter someone who finishes their sentences for
them (they are impatient)
2 someone interrupts them (they are not interested in
hearing your proposals)
3 someone always goes,um” and,er” and hesitates (they
are unprepared and wasting your time)
4 someone speaks incredibly fast without pausing for breath
(they are trying to make up your mind for you!)
5 someone speaks very loudly (they think you are deaf,or
they were in the army!)
6 someone speaks so softly or quietly they can hardly hear
them (they are shy,or afraid of making mistakes in English)
7 someone says nothing and expects them to do most of
the talking (they are uncertain or first want to find out what
you think)
14.6 B,Role-play
Read the file and try to organize a
negotiation according to the
instruction:
File
Manufacture price,$13.70 for each
Wholesale price,$17.30 for each
CIF,$11.80 for each
Price quoted,$29.99 for each
Instruction for role play
Work in pairs,One of the two is a manufacturer of
mountain bikes and would like to ask the other one to
be a distributor in a certain area,Some favorite
offerings should be made as the distributor-to-be has
listed a lot of unfavorable conditions as following:
a,the market may not be good for mountain bikes as
ordinary bikes are not sold well for years.
b,as the recommended retail price for each mountain
bike is set to be ￥ 299,the distributor can’t be
benefited at all for the wholesale price is ￥ 269.
c,since the market is not promising much,the
distributor is worried what he would do with the first
30 mountain bikes as they take up too much room
that can be used for other well sold goods.
Sum up
Basic Negotiation phases:
Preparation debating proposal
bargaining
Assignments
Work in two large groups,
First decide on one product to sell,It
should be a realistic item you are
familiar with or would like to sell in
your current or future work,
Then draft a very brief specification of
the product,
