實用商務英語6：推銷產品

推銷產品 Presenting Your Product

Jennifer要帶加拿大客戶Bob Mckenzie先生和Andrea Lloyd小姐參觀公司的新產品。她當然要藉此機會大力推銷這項新開發成功的商品。如何利用短短一兩分鐘的時間引出對方最大的興趣，則得事先花費一番心思了！

音頻試聽：

Mr. Mckenzie, Mr. Lloyd, let me take you to our showroom. I think you'll be interested in seeing some of our latest innovations in microwave ovens.
　
This is Action's pride and joy, the Kitchen Master. It's only a prototype but it's a prime example of our future line of smart products. We are all very excited about this oven. In trial runs, this product has performed very well.

Its main design feature, and key selling point, is the "Correct Cook" option, which uses a sensor to see if the dish has been properly cooked through and through. Basically, "Correct Cook" makes it virtually impossible to over or under cook food. You won't find this feature in any other microwaves.

You must admit this type of feature will appeal to the many microwave users in the West. We at Action are convinced that smart products like the Kitchen Master are the wave of the future.

作業：看到劃線的句子了嗎？請翻譯。 

句型總結

●　 提議看產品
1. Mr. Mckenzie, let me take you to our showroom.
2. How about taking a look at our latest products in our showroom?
3. If you have time, I'd like to take you to our showroom.

與客戶討論告一段落後，可轉移話題，提議另一件事：新產品。用語以"Let me...","How about"或"If..., I'd like to..."表示禮貌性的建議。

●　 產品優缺點
1. It's only a prototype, but it's a prime example of our future line of smart products.
2. This oven is just an example, but it's going to be our future line of smart products.
3. This model hasn't been marketed yet, but we know it's going to be a top-seller.

在參觀者看到產品之前，宜先說明該產品目前的狀況。所使用的句子，前半部可先說稍有疑慮的一面（例如它只是個初步的樣品，尚未正式生產），接着再強調好的一面。主要句型的結構是"It's only..., but it's..."。

●　 強調特性
1. Basically, "Correct Cook" makes it virtually impossible to over or under cook food.
2. Essentially, "Correct Cook" is mistake-proof.
3. The bottom line here is that "Correct Cook" is mistake-proof.

強調該產品最特殊的功能，較易讓聽者留下深刻的印象。可運用的關鍵詞有："basically"（基本上）和"essentially"（實質上），都是加重語氣的字彙。

●　 吸引用戶
1. You must admit this type of feature will appeal to the many microwave users in the West.
2. You have to agree that this feature will appeal to the many users of microwaves in the West.
3. I think you have to acknowledge that this feature will appeal to the many users of microwaves in the West.

此段應直接指出這項產品的功能，因爲這對將來要銷售這項產品的兩位客戶，是最具說服力的。句型用"You must admit..."，不但加強說服力，而且讓對方難以反駁。

結構分析

在非正式的場合介紹產品時，態度不宜過分積極，因爲這樣反而會給人壓迫感。應該抓住該項產品最出色的特性，強調它能提供使用者的益處，就能令參觀者留下深刻印象。

1. 邀看產品
以禮貌的語氣邀請對方參觀產品展示室。

2. 其優缺點
提出產品的優缺點，可同時說明改良的經過。

3. 強調特性
強調產品最主要的特性，以及該特性帶給使用者的好處。

4. 產品潛力
以婉轉而具說服力的語句重申該項產品將帶來的利益。