实用商务英语 销售渠道

2　销售渠道

你将听到的

商业意识

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.

无损现有渠道

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

常规渠道

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

正确渠道

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

你也许会说

批发商

My wholesaler gives me a really good price.

代理商

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

进口商

Online retailers are already among the biggest distributors of books.

职场心经

企业的销售渠道有很多种，采取何种销售方式与行业性质、企业规模、产品特性、销售成本、品牌战略相关。寻找供销渠道对于那些有固定客户或者供应商的商人来说问题不是很大，他们可以通过确定的渠道来交易他们的产品或者获取他们的原料。但是，对于那些刚刚开始业务的商人来说就是另一回事了。因此商人必须将他们的努力方向指向那些可能产生最佳结果的渠道。

商人要建立一个供销渠道还必须知道以下几方面的信息：文化环境与社会习惯；商业习惯与惯例；地理与通信情况；法律环境；经济条件；政治风险与政府政策。一旦找到了一个供应或者销售的目标渠道，商人就必须与潜在的客户或者供应商进行沟通以建立业务关系。一般来说，企业可以通过直销、店铺销售、代理经销商等方式来实现产品价值。

必备的词汇热身

●　craft [krɑ:ft] n.技术，手艺

●　yield [ji:ld] v.生产

●　grateful [ˈɡreitful] adj.感激的

●　decorative [ˈdekərətiv] adj.装饰的

●　retail [ˈri:teil] v.零售

●　balk [bɔ:k] v.停蹄不前，突然停止

●　indispensable [ˌindisˈpensəbl] adj.不可缺少的；绝对必要的

当谈到销售渠道的时候你会听到

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

良好的商业意识，熟悉当地市场和销售渠道。

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

我负责香港地区市场的开发，销售渠道的建立。

carry the weight of…on one's shoulders对某事承担责任，对某事负责

习语carry the weight of…on one's shoulders的字面意思是“将……的重量都担在自己的肩上”，表达的是“承担责任，对某事负责的意思”。例如：It's none of your business, I will carry the weight of the world on my shoulders.与你无关，我会对这件事负责的。

“承担”的其他表达方式还有：

turn one's hand to承担

She can turn her hand to all sorts of jobs.

她能承担各种工作。

be charged with承担

She was charged with the care of the old people.

她要承担照顾老人的责任。

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

我的任务是发展独立的和强大的区域城市清洁设备销售渠道。

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

我们没有破坏销售渠道，而是帮助他们销售产品。

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

是否有人改变游戏规则，新产品、新技术获新渠道？

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

最通常的销售渠道是通过批发商、零售商和代理商或经纪人。

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

我同意一条好的销售渠道对顺利出口是至关重要和必不可少的。

crucial，acute，pressing，critical和urgent都有急切的、至关重要的意思

crucial adj. of the greatest importance决定性的，极其重要的。是最常用词，指缺乏或需要极其重要的东西，或指紧急或危机状态达到某转折点。That was a crucial battle that would determine the outcome of the whole war.这是决定整个战局的关键性的一仗。

acute adj. of great importance or consequence; crucial严重的；关键的；紧迫的，迫切的；至关重要的或有重大后果的；决定性的。There is an acute lack of research funds.研究经费严重短缺。

pressing adj. demanding or needing urgent attention紧迫的，迫切的。指严重缺乏但没有那么急切。Pressing business matters prevented her from taking a nap.紧迫的业务使她无法小睡片刻。

critical adj. very serious, important, or dangerous非常重要的；至关重要的；十分危险的。指极其缺乏或指转折点。The elections will be critical for the country's future.选举对该国的未来至关重要。

urgent adj. very important and needing to be dealt with without delay紧急的；紧迫的；需迅速处理的。指接近危机。This order is not urgent.这件事不急切。

当谈到销售渠道的时候你会说

1．My wholesaler gives me a really good price.

我的批发商给了我很好的价钱。

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

了解葡萄酒生产商，进口商批发商和零售商。

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

公司与批发商就这种新产品的价格进行洽谈。

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

上万的代理商也不得不为此改革它们的系统。

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

除了它是佣金代理商之外，我对这家商行一无所知。

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

身为进口商，我们都处于有竞争性的市场，因此我们得报给客户最低的价格。

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

在线零售商已跃居为最大的图书经销商之一。

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

这家零售商在上海组建了一支团队研究这个问题。

拓展学习

批发商

A：What is your distributor?

你们的批发商处于什么位置？

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

批发商是来自世界各地的第三方客户，他们会来到展示厅进行采购。

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

有些制造商通过批发商一类的中介，将他们的产品转到消费者手中。

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.

一个商人如果成了某种产品的授权批发商，则他可能很快就会感觉到他所承诺的推销条件使他完全受制于该产品的制造商。

agree on, agree to与agree with的用法总结：

agree on在……方面取得一致意见

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

我肯定我们会在这一点上达成共识的。

agree to答应，接受

We agree to accept your claim.

我方同意接受贵方的索赔。

agree with赞成

I agree with you that nothing could arouse his interest.

我也觉得这样，没有什么能引起他的兴趣。

进口商

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.

货物到港时，进口商总是按比离开出口国价格多5％-6％来出示货物价格。

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

欧盟的法律现在要求电子产品制造商和进口商在产品寿命期满时进行回收。

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

零售商和进口商已经指示召回这些产品，并扣留他们出售。

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

如进口商提出请求，则海关应以书面形式将其理由通知进口商。

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

购买这样的商品，进口商必须购买制造商品时排放的气体的配额。

零售商

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

随着所有零售商的销售量走低，专家们称顾客现在占了上风。

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

产品期限增加了一种紧迫感，这是零售商所急于培养的。

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

零售商及其他商业人士也被指责利用节日推动商业发展。

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

其它的零售商给予顾客在退货上而不是还价上更大的空间。

场景应用

公司正在努力开辟新的市场，但马克认为在原先占领的市场趁热打铁十分重要，这一观点得到了约翰的支持。

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：我们正努力在未涉足的国家开辟新市场。

B：一家美国知名的连锁百货商店愿意与我们合作。

A：太好了！不过在新的海外市场竞争并不容易。

B：别担心，我们的产品具有独特的卖点，并且为美国消费者熟知。

A：即便这样，在我看来这也绝对不容易。

B：没错，我们必须适应当地文化和消费者的期望。

A：我们是否需要筹划销往欧洲市场？

B：目前还不是时候，我们现在还是更应该关注亚洲市场。

A：但是我们与该地区的业务已处于稳步增长阶段。

B：所以我们才应该趁热打铁。

A：你说得对，我支持你。

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I back you up.我支持你。

对方有了一个新的想法，你要支持他这么做，你可能回答他说“我支持你。”表达“我支持你。”大家都会想到说I support you.有没有更地道的说法呢？当然，那就是I back you up.这个表达更口语化一些。

搭配back up表示“支持；援助”，又比如：We need further facts to back up our statements.“我们需要进一步的事实来支持我们的说法。”

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产品销售的过程中有一部分利润会被批发商赚走，吉尔认为这很不划算。于是他提议直接找零售商，这一提议得到了李先生的认可。

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：现在我们讨论一下如何提升我们的新产品的销售。

B：这很简单。实际上，我对这个系列的产品非常有信心，因为比起市场上的同类产品来，它不仅技术领先，而且外观更加漂亮。但我觉得我们还要小心谨慎地采取营销策略，这很重要。

A：是的，我同意。那么我们先来看看我们有哪些营销方式可供选择。通常我们会让批发商来分销我们的产品，给他们留一部分利润补偿，一般来说是20％左右。批发商会处理商品的物流运输，并每隔一段时间向我们报告销售情况。

B：我认为这是从我们利润中分去了一大笔钱。为什么我们不直接面向零售商呢？这可省去不少分销的费用。

A：是的，这正是我想跟你讨论的。直接分销给零售商是一个很省钱的方法，但我们要花很多时间和下大力气去决定零售商的人选。你要知道，如果我们把产品分销给一个信誉差或售后服务不佳的零售商，等于自毁声誉呀。

B：我手头正好有一些信誉比较好的零售商。我们可以跟他们联系一下，商量分销的事。

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steal candy from a baby（某件事情做起来比较容易）

steal candy from a baby大家一看就明白是“从婴儿那里哄糖吃”。其实这是个比喻，大家都知道，从婴儿那儿哄糖吃是件很容易的事情。所以它是用来比喻某件事情做起来比较容易。当某人感谢你为他做了什么事，或是你帮了他什么大忙之类的，你就可以用这句话回应他，然后加上一句不足挂齿，既能显示出你的能力，又能显示出你的谦虚。

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