营销和销售之 展示新产品　Demonstrating New Products

营销和销售之 展示新产品　Demonstrating New Products

如何向顾客展示一个人们闻所未闻的产品，并让他们认识到它的价值？遵循如下环节，你就很容易做到。

准备

了解产品的所有相关知识（everything that there is to know），掌握所有涉及的数据，成为产品专家（be an expert）。请同事协助准备一些可能被问到的问题，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?这个产品的优点是什么？

⊙How much does one of those run for these days?现在像这样的东西值多少钱？

⊙It's multifunctional.

它是多功能的。

⊙The most impressive part is……最引人入胜的部分是……

⊙Our patented design has won numerous awards.我们的专利设计赢得诸多奖项。

⊙Gather round and prepare to be amazed！都过来，你们会大吃一惊的！

从头开始

不要主观臆断你面前的潜在客户（potential customers）已经掌握的相关产品信息程度。应当通过一些测试性问题（pointed questions）来判断他们对产品的了解程度。明确你的产品会给对方工作或生活的哪些方面带来便利。

⊙Are you familiar with……你是否熟悉……

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

⊙I'm sure you've heard of……我肯定你听说过……

不要停留在口头介绍

尽可能多地应用视觉手段（visual aids）。动手演示总会比口头介绍更容易留下印象。通常情况下，人们对见到的要比听到的多好几天的记忆。此外，不要留下悬而未决的问题。

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

⊙Here, let me demonstrate.来让我给你演示。

⊙If I can direct your attention to……

如果你愿意跟随我把注意力集中到……

⊙Take a look at this！

看这个！

⊙Now, watch carefully……现在，仔细看……

⊙Impressive, isn't it?令人难忘，不是吗？

⊙Here, you give it a try.你也来试试。

⊙If you have any questions, feel free to ask at any time！如果你有什么问题，在任何时候都尽管问我！

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

你马上要看到的肯定会让你大吃一惊。

紧接着

收集潜在客户的联系资料（contact information），尤其是那些表现出很大兴趣的人。在打电话给他们的时候，帮助他们回忆在展示过程中一些难忘的事情（reference sth memorable），还有产品的某些特质。不要将此联络环节交给不了解情况的人。

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。我是马丁机械设备的Larry Burns。我们上周在迈阿密的汽车交易会上见过面。我当时给你展示了我们的发动机，还说明了我们的发动机比法拉利的发动机马力更强劲。

A：哦，是的。我记得很清楚。

总结

产品展示比产品推销多许多互动环节，也就是说不仅动口也得动手。演示过程中最好邀请观众亲手尝试，亲身的体验会给他们留下更深的印象，这样对产品的认知是想忘也忘不了的。

Words　单词表

advantage优势，长处

booth展位

brainstorm集思广益，头脑风暴

cost花销，花费，费用

demonstration示范，演示

grand 1000美元

engine引擎，发动机

horsepower马力

impressive印象深刻的

issue问题，争议点

memorable难忘的，印象深刻的

multifunctional多功能的

numerous许多的，为数众多的

patented专利的，获得专利的

similar类似的

projection预测，投射

Phrases　短语表

basic information基础信息

bring up提出，造就

come right up马上来

compare to……与……相比

cover（points/information）涵盖（观点/信息）

cutting edge technology尖端技术

developing technology研制/开发中的技术

first off首先

good point好主意，说得好

haveyour thinking cap on……开动脑筋……

maintenance contract维修保养合同

run for追查，探究

newly developed新开发的

set sb back使某人花费

these babies这些东西/玩意儿

these days如今，目前

top of the line顶级的，最高水准的

trade show商展，贸易展

实景对话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：你能多给我讲讲你们的产品吗？

B：当然，非常乐意。Tenectric3000是一款独一无二的家庭电脑系统，可安装在房子或公寓中。它是一套完整的多功能环境控制系统，会让你的生活更加轻松舒适。

A：环境控制？是怎么用的？

B：它不仅可以控制你的暖气和空调，而且可以提供在任何房间、任何时刻的音乐、电视、网络和别的一些电子媒体项目。

A：真的吗？

B：是的，这个也会给你留下深刻印象——清洁和烹饪语音控制。

A：不会吧，那不可能！

B：让我演示一下。你一定会大吃一惊。电脑？请给我煮杯茶。现在仔细看。

C：好的，先生。马上就好，先生。

A：那是什么？电脑会讲话？哦，我的天哪！看，微波炉运转了！再看！有杯茶在里面。不是在开玩笑吧？

B：不，不是玩笑。这是尖端科技！令人难忘，不是吗？你来试试！

A：好的。电脑，帮我做个炒鸡蛋。

C：好的，先生，炒鸡蛋马上就好，先生。

A：真是太神奇了！

实景对话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，你们是否已经准备就绪开动脑筋了？希望我们能在新产品上集思广益。我想把重点放在最新产品马丁2000发动机的贸易展展位上。它和法拉利的马力一样。你们对这种发动机了解有多少？我们怎么才能让我们的演示印象深刻？我们需要涵盖哪些基础信息？大家帮我看看。

B：首先，它是干吗用的？怎么用？还有最重要的，这些宝贝值多少钱？

A：问得好。关于费用，Gary，现在每一个要多少钱？

C：单说发动机，不包含维护保养服务和别的内容，大约要一万美元。

A：好的，感谢解答。关于其他问题，这是一种代表技术发展最前沿的顶级赛车引擎。

C：我觉得你应当也包含该产品和类似产品相比较的优点。

A：好主意。你认为哪些方面的优点是我们应当提的？这个产品都有哪些优点？

B：多功能。

D：最吸引人的地方是它的马力。

C：我们的专利设计赢得了众多奖项。