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English Learning Guide Competency 2 Unit 1: Customer Service Workshop 3 Centro de Servicios Financieros- CSF

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DESCRIBING PRODUCTS AND SERVICES This workshop attempts to help you improve your basic interaction with others at your workplace, sharing personal information, identifying formal and informal communication, and asking and giving information on phone calls your coworkers and you will learn about customer service, offering and describing products and services, and how to interact with others at your workplace. Objective from the development of these activities, you will be able to offer customers your company’s services and products. 1. -

Work in groups and discuss the following questions: What do you think it is a product? What do you think it is a service? Describe companies you know that offer products and/or services.

2. Skills practice: do the following activities to practice the learnt vocabulary and English structures. 2.1. Listening practice: Video about product or service description1 Watch the following video at https://www.youtube.com/watch?v=JHrxP-mTJt4 Before watching the video, identify the following vocabulary: Product Trademark Need state Service Competitors Consumer Description patent-pending End/ultimate Market Stock consumer Functionality Benefits Manufacturing Different Solutions details Unique Exclusive Patent

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Development cycle Development goals Sale Specifications Pricing structure Margin Analysis

Taken From: https://www.youtube.com/watch?v=JHrxP-mTJt4 Used by SENA for academic purposes, exclusively.

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English Learning Guide Competency 2 Unit 1: Customer Service Workshop 3 Centro de Servicios Financieros- CSF

Watch the video, make some notes and answer the following questions: -

Which are the three basic questions you need to ask yourself to describe your product or service?

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What is it important to have to make your product or service exclusive?

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What makes the mousetrap an exclusive product?

________________________________________________________________________________ - Explain the concepts for product or service description: Manufacturing details: ________________________________________________________________________________ Development cycle: ________________________________________________________________________________ Development goals: ________________________________________________________________________________

2.2. Speaking practice: oral presentation to describe a product or service Prepare an oral presentation about a product or service description your company may offer to its customers. Consider: - What makes the product unique, exclusive, its functions, solutions, benefits? - Tell why this product is a great solution for your customers’ needs. - Share your presentation in class. 2.3. Reading practice: Read the text and then, complete the exercises below. Ten tips on how to sell any product or service2 Opinion December 16, 2013 Business Matters

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Taken from https://www.bmmagazine.co.uk/opinion/ten-tips-sell-product-service/ Used by SENA for academic purposes, exclusively.

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English Learning Guide Competency 2 Unit 1: Customer Service Workshop 3 Centro de Servicios Financieros- CSF

Sales are the lifeblood of every business. You can call it business development, account handling or client relationship management. There’s a fine line between success and failure. Follow these ten tips and improve your chances of closing any sale. 1. Research the customer. Find out all you can about their personal circumstances, for example their relationship status, family names and hobbies. Make sure you understand their position in their organisational hierarchy and how their business works. Keep notes on their company: read their website, their annual report and their trade magazines. 2. Research your products. You need to know the specifics of availability, delivery dates, repairs and your aftercare service. You also need to know about competitor offerings, so you can set your product or service in context. 3. Research the past relationship. You should know the complete history of the relationship between your company and the customer’s organisation. That includes what they have ordered in the past. Know your facts about any challenges or issues you have had and how they were resolved. 4. Set a clear – but flexible – objective. Your objective is not just to create a rapport with the customer, it is to sell. But you’ll need fall-back objectives too, so prepare some alternatives. For example, settle for a smaller order or even leave a product on sale or return. Your objectives must be realistic. For high value items or services, your objective might be to persuade the customer to undertake a cost-benefit study on your solution. 5. Probe for other customers for your product. When you’ve exhausted a product’s possibilities with one customer, ask them for leads to other people in their organisation who might have a need for that product. 6. Probe for other products for your customer. If a customer starts to buy fewer products from you, always check to ensure you understand the reason why. It may be that their policies have changed. Find out what is different. It might be possible for you to sell one or more of your company’s other products, to help them meet their new requirements. 7. When you’re with your customer, ask open questions that get beneath the surface. One of the worst things you can do in selling is to simply launch into your ‘patter’ without tailoring your offering to the customer’s needs. We all know that people don’t buy features, they buy benefits, but sometimes we can forget to look at what we’re selling through the customer’s eyes. Open up a dialogue with the customer, make sure you understand their needs, then relate your product to those needs and sell the benefits. 8. Keep control of the meeting. Be careful with a customer who tries to put you on the back foot by asking lots of questions. Remember, you can answer a question with a question (why is that important to you?). Try to uncover what is behind their queries and get to the root of their needs. 9. Overcome their objections. There are few certainties in sales but one thing you can bet on is that customers will have objections. The best advice here is that you should never take objections personally. The customer is not objecting to you; they’re usually objecting either to their need or to some aspect of your product. Once you understand that, it’s easier to put their objection into context. The trick is to probe until you understand their specific objection (and often it will really come down to just the one thing).

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English Learning Guide Competency 2 Unit 1: Customer Service Workshop 3 Centro de Servicios Financieros- CSF

10. Ask for the business. Closing the sale should be pain-free and simple. If you haven’t unearthed all of the client’s unspoken objections, if the benefits aren’t necessarily relevant to the client, then the close will need to overcome this – you may still make the sale, but you’ll be doing it the hard way and with more uncertainty. Finally, once you’ve got the sale, stop talking. Less experienced salespeople can sometimes talk the customer into changing their minds after they’ve agreed to buy. Never make that mistake. These tips may seem obvious but, in the real world, even experienced salespeople can forget to apply them. Keep these fundamental points in mind and improve your chances of success. Martin Addison is CEO of Video Arts, the learning content specialist. He can be contacted on 020 7400 4800 or via [email protected] These tips are taken from Successful Selling, a new video-based training resource from Video Arts which brings alive the essential techniques and principles of effective sales through realistic and humorous scenarios. For a preview visit: http://www.videoarts.com/sales-and-negotiation/successful-selling

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Look for the definition and examples of the underlined Words in the text. Based on the principle 7, write down at least 3 questions to identify your customer’s needs to offer your products or services.

2.4. Writing practice: make a brochure of your model company services - Work in groups and take your model company to design a brochure describing its services and products. Take into account: Description of the product/service, benefits, aftercare service, availability, etc. - Share it with the rest of the class and discuss as if you were a customer. 3. Extension activities: use some complementary materials to deepen your knowledge and get more tools to improve your performance. -

To watch more videos and learn more vocabulary about the workplace communication, visit the channel 925English at YouTube. Read more tips about products and services at https://www.bmmagazine.co.uk/opinion/tentips-sell-product-service/ Get more information about call center tips at: https://www.youtube.com/watch?v=SKkDBKaP-hs Based on your instructor’s orientation, explore the following website and practice the English structures. Do at least 2 activities from each topic studied in class and deliver them to your instructor http://www.esl-lounge.com/student/grammar-guides/grammar-preintermediate.php

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