More business English para Dummies Read Free Page A

(added) value.
    Some products may even provide an increase in value. These may be, for example,
rare
, limited products with
collector’s value
that may
fetch
high prices.
    Just the same, the material preservation of value may be the result of a measure or investment, for example, the
refurbishing
of a building.
Resulting value
    Added value
may
also
be created
by the product’s use. Production and product quality, for instance, can be greatly improved by using a modern machine. In this way the products, manufactured by the customer company, increase in value.
    The following points may also
constitute
added value:
    quicker and more efficient manufacturing
    cost savings, for example, personnel costs
    increase in delivery speed
    reduction of
storage costs
because of just-in time delivery
Asking specific questions
    By using a specific questioning technique, you may
induce customers to
come up with their own arguments
in favour of
making a purchase. At the same time, you’ll be able to find out what the customer thinks is the greatest added value of a product or service.
    Following are some examples of questions you could ask:
    What
bothers
you most with…?
    What has kept you, so far, from searching for a solution for…?
    Why do you prefer to work with…
rather than with
…?
    What is/has been the biggest problem in regard to…?
    What would be the
worst case scenario
if you think about…?
    If you think about… or…, which do you like more, which is more
trustworthy
? etc.
Splitting up the price
    A product
appears
more valuable if you explain the individual components that make up the price. This is not about giving the customer a calculation example but to make it clear to him just how many individual benefits and features he is getting.
    It is important not
merely
to mention specific characteristics, but all features, even if they meanwhile have become standard features.
    You may handle this situation as follows:
    If they are standard features, use phrases such as
“Of course,… is included, too,” “Naturally, the product also features…,”
etc.
    Accentuate
fully included auxiliary services by saying
“standard”
or
“even standard.”
    Call special features, which the customer normally does not expect or only gets
for a surcharge
,
“a highpoint,” “an outstanding service,”
or
“a special advantage.”
“You deserve it”
    As every salesperson knows, if a customer buys very expensive products for himself, the emotional, rather than the rational, reasons
count
. Still, many customers look for
justification
to explain their decision to themselves and to others. In this situation, you may use phrases that
flatter
the customer’s ego. Some examples:
“You’ve accomplished so much, you’re entitled to it,” “You’re worthy of it,” “You deserve that.”
     
Palabras para recordar
to mention: to talk about, to point out, to state, to bring up, to refer to
to keep in mind: to remember, to not forget, to take into consideration
perceived: sensed, felt
to make one aware of something: to make one conscious of or open one’s eyes to something
varied: diverse, assorted, miscellaneous, diversified
appropriate: right, correct, proper, apt
vital: very important, essential, imperative, crucial, central
consist of: involve, be made up of, include, embody, incorporate
to be able to afford something: to have the funds for, manage to pay for, or find the money for something
to reward oneself for something: to give oneself a present for something
recognition: acknowledgement, appreciation, applause
to take a liking to something: to take pleasure in or enjoy something
to express: to demonstrate, to communicate, to exhibit, to indicate
instance: case, example, case in point
gain: benefit, advantage, reward, profit
self-esteem: self-worth, sense of worth, pride in oneself, faith in oneself
substantiated by: supported, validated, verified, proven, or backed up by
slight: small, minor, little
resale value: worth of