加拿大外贸
This Week's Tip:So You THINK You Have a Good Prospect?
Yeah, Right.
Greetings!
Omaha, Nebraska is where my business is
based and where I maintain a primary residence.
As I travel the country and mention Omaha,
I hear a number of comments. Typical lame
farmer jokes (this is a metro area of close to a
million people), and comments from uninformed
elitists who think it is the same place as
Oklahoma (hullo, that would be a STATE).
Also, many people associate Omaha with,
-Omaha Steaks
-Mutual of Omaha and Wild Kingdom
-Warren Buffet
-For sports fans, the College World Series.
That is the focus of today's Tip. (Trust me,
there is a huge sales point here.)
Right now, even though much of the country
is still experiencing the frigidness of winter,
the college baseball season has begun, and
the goal of thousands of players is to get their
team to Omaha in June for the national
championship.
I've written about the College World Series many
times over the years. If you are a sports fan, you
really should try to get here to experience it.
The NCAA (National Collegiate Athletic Association)
does not hold any other of its many championship
tournaments at a fixed location other than the
College World Series. They know it would be tough
for any other community to support it and embrace it
like Omaha has over the past 50 years.
And, Omaha wants to keep it forever. As a result,
every time the NCAA says "Jump!," the power people
in Omaha say, "How high, sir?"
Well, the NCAA has said that they want a new
stadium in which to play the games. A new,
$140 million downtown stadium. Of course,
Omaha said, "OK, but we need a new 20-year
contract to keep the tournament here."
I'll spare you all the details, but what it all has
boiled down to is that a major power struggle
has taken place here between the mayor, and
a few people on a commission that was appointed
several years ago to run a new arena that was
built. The ridiculous bickering over where to
build this thing could potentially mean losing
the entire College World Series.
OK, let me get to the sales point.
Yesterday, the mayor and a few other high-
powered execs on his own stadium committee
presented the NCAA with their proposal for a
building a new $140 million stadium, asking for
a 20-year contract.
The NCAA, which considers itself perhaps even
more important and powerful than The Vatican,
The Supreme Court, the IRS, and
perhaps even Oprah, combined, replied,
"That's nice. But come back to us when you
have broad-based support in Omaha."
And the Omaha people left with that as a
result of their "sales call."
Kind of like a sales rep who gets off the phone,
thinking he has a hot prospect when he hears,
"Sounds good, we'll give it some thought.
Get back to us."
Huh?
"Broad-based support"?
Now, I was not in the room, but if I was, I
would be waving my hand wildly, like a
second-grader, and would ask this simple
question:
"Excuse me, but could you please define
specifically what you mean by 'broad-based
support'?"
I mean, if you were going to spend $140
MILLION to secure a sale, isn't it reasonable to
know exactly what you need to do in order to
earn that right?
Sales reps: look at your follow up files right now.
Pick a few of the prospects you are working on,
particularly the ones you think you have a good
shot with. Why do you think that?
Did they tell you something that sounded like
the "broad-based support" phrase? If so, I bet
you don't get the sale.
Sales Managers: How many times have you sat
with reps, reviewing their pipeline, asking about
specific prospects, and you hear things like
the broad-based support phrase? It often sounds
like,
"They said they were going to do something.
They just needed to work a few things out."
ACTION STEP
Here's a pretty simple suggestion
that can move your sales process along more
quickly, and help you get more yes answers:
Get specifics on exactly and specifically what
needs to happen next. Leave no doubt.
"What specifically needs to happen on your end to
move forward?"
"What will we need to do in order to make this happen?"
"When you say you need ______, what does that
mean? What does that look like?"
"How do you measure ______?"
"When you are evaluating/demo-ing the product,
what criteria will you use to judge it, and what will
you need to see to move forward?"
Some squeamish types might argue that this is
being pushy. No, it is business.
And if the mayor calls, I'll be happy to go on the
next sales call with the NCAA.
QUOTE OF THE WEEK
"When you talk, you repeat what you already know; when
you listen, you often learn something."
Jared Sparks
评论
简要说明：《每周翻译论坛：提高英语表达水平，增强外贸销售能力》
这是一种学习方式，即大家以翻译的方式、跟贴的形式来翻译美国电话推销培训大师ART先生的每周短文，从而在学习美式英语的同时，学习如何推销自己和公司的产品。我以为这是一举两得的好方法。由于我对ART的熟悉，所以，由我担任指导老师。开篇说明的序言请参见我的博客：
http://blog.shanghai.com/user1/1111/archives/2007/2843.html
过去的2007年共有50期内容，请参看2008年的贺年帖子，里面有所有50篇短文的连接地址：
http://bbs.shanghai.com/thread-913751-1-1.html
2008年帖子如下：
第一期，08-01-11：你想成为富翁吗？ （批改参考见23、24楼）
http://bbs.shanghai.com/thread-931859-1-3.html
第二期，08-01-23：每天你都在应试找工作 （批改参考见6、7楼）
http://bbs.shanghai.com/thread-950375-1-1.html
第三期，08-01-25：2008年开门红：轻松销售 （批改参考见12楼）
http://bbs.shanghai.com/thread-955166-1-1.html
第四期：08-02-01：客户喜爱你，他们就会给你金钱 （批改参考见10、11楼）
http://bbs.shanghai.com/thread-964302-1-1.html
第五期：08-02-07：名人也曾经失败过 （批改参考见10楼）
http://bbs.shanghai.com/thread-967286-1-1.html
第六期：08-02-16：不要把利润白白送走 （批改参考见??楼：缺乏作业 ）
http://bbs.shanghai.com/thread-971895-1-1.html
第七期：08-02-21：真诚地说：你好吗？ （批改参考见??楼：缺乏作业 ）
http://bbs.shanghai.com/thread-980549-1-1.html
如有兴趣学习和翻译更多的文章，请你至下述我的博客，翻译以后给我，我会为你评改修正。（内有60篇）
http://blog.netat.net/index.php/110759
已经有部分ART文章，完成了翻译和修正工作，发在了我的博客上：（现有26篇）
http://blog.shanghai.com/user1/1111/index.html
谢谢各位的参与。坚持实践，必有成效。若您有任何意见或建议，或者您需要进一步的英语学习资料和我的英语教学咨询，请发站内短信或直接进入我的QQ 416503427。
[ 本帖最后由 bruce1 于 2008-2-29 22:06 编辑 ]
评论
This Week's Tip:
So You THINK You Have a Good Prospect?
Yeah, Right.
你认为，你有自己的潜在客户了吗？
Greetings!
大家好
Omaha, Nebraska is where my business is
based and where I maintain a primary residence.
内部拉斯加州的奥马哈，是我淘第一碗金的地方，在那里仍旧有我最早的房子。
As I travel the country and mention Omaha,
I hear a number of comments. Typical lame
farmer jokes (this is a metro area of close to a
million people), and comments from uninformed
elitists who think it is the same place as
Oklahoma (hullo, that would be a STATE).
当我在乡间和奥马哈旅行的时候，我听到了很多的评说。典型的lame
farmer jokes（这是有100w人的地下区），评论都说奥哈马是一个跟俄克拉荷马州一样的地方。
Also, many people associate Omaha with,
同时，人们也经常把奥哈马跟以下这些东西联系在一起，
-Omaha Steaks
-奥马哈牛排
-Mutual of Omaha and Wild Kingdom
-（全球知名在线商店？？）
-Warren Buffet
-沃伦。芭菲特
-For sports fans, the College World Series.
That is the focus of today's Tip. (Trust me,
there is a huge sales point here.)
-对体育迷来说，那就是学院联赛。这也是今天技巧的重点。（相信我，这儿有个巨大的销售点）
Right now, even though much of the country
is still experiencing the frigidness of winter,
the college baseball season has begun, and
the goal of thousands of players is to get their
team to Omaha in June for the national
championship.
现在，虽然全国的很多地方还很寒冷，但是学院棒球比赛已经开始了。运动员的目标就是能够帮助他们的球队进军6月份在奥马哈开始的全国冠军杯。
I've written about the College World Series many
times over the years. If you are a sports fan, you
really should try to get here to experience it.
几年来，我为学院联赛写过很多的文章。如果你是个体育迷的话，那么你真的应该来这儿体验一下。
The NCAA (National Collegiate Athletic Association)
does not hold any other of its many championship
tournaments at a fixed location other than the
College World Series. They know it would be tough
for any other community to support it and embrace it
like Omaha has over the past 50 years.
NCAA(全国大学运动联盟)从来没有在一个固定的地方举办过冠军杯巡回赛，学院联盟除外。他们知道，让任何一个社区像奥马哈那样50多年一直支持一项赛事是一件非常棘手的事情。
And, Omaha wants to keep it forever. As a result,
every time the NCAA says "Jump!," the power people
in Omaha say, "How high, sir?"
并且，奥哈马想永久的保留这项赛事。因此，每次NCAA提出条件的时候，奥哈马人总会尽量满足。
Well, the NCAA has said that they want a new
stadium in which to play the games. A new,
$140 million downtown stadium. Of course,
Omaha said, "OK, but we need a new 20-year
contract to keep the tournament here.”
NCAA建议建造一座全新的体育馆莱举行比赛，于是，价值1.4亿的商业体育馆拔地而起。当然，奥哈马人也会说“我们需要一份20年的合同”
I'll spare you all the details, but what it all has
boiled down to is that a major power struggle
has taken place here between the mayor, and
a few people on a commission that was appointed
several years ago to run a new arena that was
built. The ridiculous bickering over where to
build this thing could potentially mean losing
the entire College World Series.
我正要跟你说说细节方面事情，但是，市长和几年前准备建造体育场的人员发生了冲突。
争论竟是围绕，在什么地方建造体育场将会失掉学院联盟，真可笑阿。
OK, let me get to the sales point.
好的，让我们谈一下推销知识点。
Yesterday, the mayor and a few other high-
powered execs on his own stadium committee
presented the NCAA with their proposal for a
building a new $140 million stadium, asking for
a 20-year contract.
昨天，市长和几位体育馆建设委员会的执行人员公布了NCAA建造一个价值1.4亿体育馆的建议，并要求提供一份20年的合同。
The NCAA, which considers itself perhaps even
more important and powerful than The Vatican,
The Supreme Court, the IRS, and
perhaps even Oprah, combined, replied,
NCAA始终认为自己是一个比梵蒂冈，最高法院，税务局，甚至Oprah更重要更有能力的组织，他们回复到，
"That's nice. But come back to us when you
have broad-based support in Omaha."
“好的。但是请告诉我们，你们什么时候会在奥哈马得到广泛的支持？”
And the Omaha people left with that as a
result of their "sales call."
奥哈马人带着他们所谓推销电话的结果离开了
Kind of like a sales rep who gets off the phone,
thinking he has a hot prospect when he hears,
像这种挂掉电话的销售代表，当他听到这些的时候，应该想到他又一个很好的前景，
"Sounds good, we'll give it some thought.
Get back to us."
“听起来不错，我们会给出我们的意见，回来复你”
Huh?
厄？
"Broad-based support"?
“广泛的支持”
Now, I was not in the room, but if I was, I
would be waving my hand wildly, like a
second-grader, and would ask this simple
question:
那时，我不在现场，如果我在场的话，我会像二年级的学生一样摇动我的双手（这里是不是表示作者对问题已经有了答案，很兴奋的样子？）然后，问一些简单的问题。
"Excuse me, but could you please define
specifically what you mean by 'broad-based
support'?"
“您能为具体地说一下你所说的广泛的支持的含义吗?”
I mean, if you were going to spend $140
MILLION to secure a sale, isn't it reasonable to
know exactly what you need to do in order to
earn that right?
我的意思是说，如果你计划花费1.4亿去保证一笔买卖的话，你所作的仅仅是为了换回那些钱，这样的做法不太合理吧？
Sales reps: look at your follow up files right now.
Pick a few of the prospects you are working on,
particularly the ones you think you have a good
shot with. Why do you think that?
销售代表：现在看一下你的文档记录。挑出几个你正在跟踪的潜在客户，尤其是那些你认为有希望的那些。为什么不那么去想呢？
Did they tell you something that sounded like
the "broad-based support" phrase? If so, I bet
you don't get the sale.
他们告诉你关于“广泛的支持”了吗？如果告诉你了，我敢打赌，你不会拿下这笔生意。
Sales Managers: How many times have you sat
with reps, reviewing their pipeline, asking about
specific prospects, and you hear things like
the broad-based support phrase? It often sounds
like,
销售经理：你和销售代表第几次坐到一块了，审视一下传播途径，问一下他们的具体方案，你听到关于广泛的支持这样的语句了吗？通常是这样的吧：
"They said they were going to do something.
They just needed to work a few things out."
“他们说，他们会做的。只是需要做一点事情而已。”
ACTION STEP 行动步骤
Here's a pretty simple suggestion
that can move your sales process along more
quickly, and help you get more yes answers:
这是一个非常简单的建议，它能帮助你快速启动你的营销方案，让你得到更多的肯定地回答。
Get specifics on exactly and specifically what
needs to happen next. Leave no doubt.
要精确的知道下一步会发生什么。不要怀疑。
"What specifically needs to happen on your end to
move forward?"
“在你行动的过程中会发生些什么呢”
"What will we need to do in order to make this happen?"
“为了让这些事情发生，你需要做些什么呢”
"When you say you need ______, what does that
mean? What does that look like?"
“当你说到你需要**的时候，你是什么意思，看起来怎么样”
"How do you measure ______?"
“你怎样去衡量---”
"When you are evaluating/demo-ing the product,
what criteria will you use to judge it, and what will
you need to see to move forward?"
“当你在评估一种产品的时候，你会采用什么样的标准呢，你如何看到他们向前发展呢”
Some squeamish types might argue that this is
being pushy. No, it is business.
。不，这就是商海。
And if the mayor calls, I'll be happy to go on the
next sales call with the NCAA.
如果市长给我打电话，我会非常高兴的参加关于NCAA的推销电话。
QUOTE OF THE WEEK
"When you talk, you repeat what you already know; when
you listen, you often learn something."
Jared Sparks
“说之所知，听之所学”
评论
呵呵 尽量把,争取明天把10期家庭作业都作完...............努力中....
评论
楼上的英语，确实需要花大力气努力。请把去年的50个课程也做一遍吧。
This Week's Tip:
So You THINK You Have a Good Prospect?
Yeah, Right.
你认为，你有自己的潜在客户了吗？
你以为你已经有确定的潜在客户了吗？哦，真的如此确定吗？！
Greetings!
大家好
Omaha, Nebraska is where my business is
based and where I maintain a primary residence.
内部拉斯加州的奥马哈，是我淘第一碗金的地方，在那里仍旧有我最早的房子。
内布拉斯加州的奥马哈，是我公司所在地，也是我的住家所在。
（注意不同的房产：primary residence vs second home vs vocation home）
As I travel the country and mention Omaha,
I hear a number of comments. Typical lame
farmer jokes (this is a metro area of close to a
million people), and comments from uninformed
elitists who think it is the same place as
Oklahoma (hullo, that would be a STATE).
当我在乡间和奥马哈旅行的时候，我听到了很多的评说。典型的lame
farmer jokes（这是有100w人的地下区），评论都说奥哈马是一个跟俄克拉荷马州一样的地方。
当我在国内出差时提到奥马哈，我听到很多的说法。通常是蹩脚的乡下人笑话（其实这里是100万人都市区），还有些无知的精英人士的评论，把奥哈马混同于俄克拉荷马（喂，那可是一个州）。
Also, many people associate Omaha with,
同时，人们也经常把奥哈马跟以下这些东西联系在一起，
-Omaha Steaks
-奥马哈牛排
-Mutual of Omaha and Wild Kingdom
-奥马哈互惠保险公司及其赞助的野生王国电视节目
-Warren Buffet
-沃伦。芭菲特
-For sports fans, the College World Series.
That is the focus of today's Tip. (Trust me,
there is a huge sales point here.)
-对体育迷来说，那就是学院联赛。这也是今天技巧的重点。（相信我，这儿有个巨大的销售点）
Right now, even though much of the country
is still experiencing the frigidness of winter,
the college baseball season has begun, and
the goal of thousands of players is to get their
team to Omaha in June for the national
championship.
现在，虽然全国的很多地方还很寒冷，但是学院棒球比赛已经开始了。运动员的目标就是能够帮助他们的球队进军6月份在奥马哈开始的全国冠军杯。
I've written about the College World Series many
times over the years. If you are a sports fan, you
really should try to get here to experience it.
几年来，我为学院联赛写过很多的文章。如果你是个体育迷的话，那么你真的应该来这儿体验一下。
。。。我所写的（每周技巧）有很多关于学院联赛的。。。
The NCAA (National Collegiate Athletic Association)
does not hold any other of its many championship
tournaments at a fixed location other than the
College World Series. They know it would be tough
for any other community to support it and embrace it
like Omaha has over the past 50 years.
NCAA(全国大学运动联盟)从来没有在一个固定的地方举办过冠军杯巡回赛，学院联盟除外。他们知道，让任何一个社区像奥马哈那样50多年一直支持一项赛事是一件非常棘手的事情。
And, Omaha wants to keep it forever. As a result,
every time the NCAA says "Jump!," the power people
in Omaha say, "How high, sir?"
并且，奥哈马想永久的保留这项赛事。因此，每次NCAA提出条件的时候，奥哈马人总会尽量满足。
Well, the NCAA has said that they want a new
stadium in which to play the games. A new,
$140 million downtown stadium. Of course,
Omaha said, "OK, but we need a new 20-year
contract to keep the tournament here.”
NCAA建议建造一座全新的体育馆莱举行比赛，于是，价值1.4亿的商业体育馆拔地而起。当然，奥哈马人也会说“我们需要一份20年的合同”
然后，NCAA说他们需要一座全新的体育馆举行比赛，一座在市中心价值1.4亿美元的体育馆。当然，奥哈马人会说：“好吧，不过我们需要一份20年的合同让比赛留在此地。”
I'll spare you all the details, but what it all has
boiled down to is that a major power struggle
has taken place here between the mayor, and
a few people on a commission that was appointed
several years ago to run a new arena that was
built. The ridiculous bickering over where to
build this thing could potentially mean losing
the entire College World Series.
我正要跟你说说细节方面事情，但是，市长和几年前准备建造体育场的人员发生了冲突。
争论竟是围绕，在什么地方建造体育场将会失掉学院联盟，真可笑阿。
我为你省略细节，但是，此事最终是产生了两方面的激烈权争，一边市长，另一边是某个委员会中几个人，这些人是几年前任命来管理未来新建体育场的人员。荒谬地争论在什么地方建造体育场，有可能会失掉《高校世界系列赛事》。
OK, let me get to the sales point.
好的，让我们谈一下推销知识点。
Yesterday, the mayor and a few other high-
powered execs on his own stadium committee
presented the NCAA with their proposal for a
building a new $140 million stadium, asking for
a 20-year contract.
昨天，市长和几位体育馆建设委员会的执行人员公布了NCAA建造一个价值1.4亿体育馆的建议，并要求提供一份20年的合同。
昨天，市长和他自己的体育馆委员会中的几位高管向NCAA提交了建造一个价值1.4亿美元体育馆的建议，并要求提供20年的合同。
The NCAA, which considers itself perhaps even
more important and powerful than The Vatican,
The Supreme Court, the IRS, and
perhaps even Oprah, combined, replied,
NCAA始终认为自己是一个比梵蒂冈，最高法院，税务局，甚至Oprah更重要更有能力的组织，他们回复到，
NCAA把自己当成比梵蒂冈、最高法院、国税局、以及还包括Oprah等加起来还更重要和更有强大的组织，他们回复到，
"That's nice. But come back to us when you
have broad-based support in Omaha."
“好的。但是请告诉我们，你们什么时候会在奥哈马得到广泛的支持？”
And the Omaha people left with that as a
result of their "sales call."
奥哈马人带着他们所谓推销电话的结果离开了
而奥哈马人就带回了这么个“推销”结果。
Kind of like a sales rep who gets off the phone,
thinking he has a hot prospect when he hears,
像这种挂掉电话的销售代表，当他听到这些的时候，应该想到他又一个很好的前景，
这个有点像是推销员挂掉电话以后，思忖他有了个非常好的潜在客户，因为当他听到这样的话：
"Sounds good, we'll give it some thought.
Get back to us."
“听起来不错，我们会给出我们的意见，回来复你”
Huh?
厄？
"Broad-based support"?
“广泛的支持”
Now, I was not in the room, but if I was, I
would be waving my hand wildly, like a
second-grader, and would ask this simple
question:
那时，我不在现场，如果我在场的话，我会像二年级的学生一样摇动我的双手（这里是不是表示作者对问题已经有了答案，很兴奋的样子？）然后，问一些简单的问题。
是很激动，因为这个问题很关键
"Excuse me, but could you please define
specifically what you mean by 'broad-based
support'?"
“您能为具体地说一下你所说的广泛的支持的含义吗?”
I mean, if you were going to spend $140
MILLION to secure a sale, isn't it reasonable to
know exactly what you need to do in order to
earn that right?
我的意思是说，如果你计划花费1.4亿去保证一笔买卖的话，你所作的仅仅是为了换回那些钱，这样的做法不太合理吧？
我的意思是说：如果你需要花费1.4亿美元去保证一笔买卖，你是不是理所当然地想知道你需要做什么来获得这项权益？
Sales reps: look at your follow up files right now.
Pick a few of the prospects you are working on,
particularly the ones you think you have a good
shot with. Why do you think that?
销售代表：现在看一下你的文档记录。挑出几个你正在跟踪的潜在客户，尤其是那些你认为有希望的那些。为什么不那么去想呢？
各位销售代表，请你现在看看你的客户追踪记录。挑出几个你正在跟踪的潜在客户，尤其是那些你认为很有希望的。你为什么这样认为？
Did they tell you something that sounded like
the "broad-based support" phrase? If so, I bet
you don't get the sale.
他们告诉你关于“广泛的支持”了吗？如果告诉你了，我敢打赌，你不会拿下这笔生意。
Sales Managers: How many times have you sat
with reps, reviewing their pipeline, asking about
specific prospects, and you hear things like
the broad-based support phrase? It often sounds
like,
销售经理：你和销售代表第几次坐到一块了，审视一下传播途径，问一下他们的具体方案，你听到关于广泛的支持这样的语句了吗？通常是这样的吧：
各位业务经理：有多少次，你和销售代表谈话、审视他们的备选客户、询问具体的潜在客户，而你会听到类似“广泛支持”这类语句？这通常是这样：
"They said they were going to do something.
They just needed to work a few things out."
“他们说，他们会做的。只是需要做一点事情而已。”
ACTION STEP 行动步骤
Here's a pretty simple suggestion
that can move your sales process along more
quickly, and help you get more yes answers:
这是一个非常简单的建议，它能帮助你快速启动你的营销方案，让你得到更多的肯定地回答。
Get specifics on exactly and specifically what
needs to happen next. Leave no doubt.
要精确的知道下一步会发生什么。不要怀疑。
精确询问下面要具体和确切做什么。不要留下任何疑问。
"What specifically needs to happen on your end to
move forward?"
“在你行动的过程中会发生些什么呢”
“贵方具体需要什么情况发生（或做什么事情），才能推进此事呢？”
"What will we need to do in order to make this happen?"
“为了让这些事情发生，你需要做些什么呢”
“我方需要做些什么，才能导致这样的情况呢？”
"When you say you need ______, what does that
mean? What does that look like?"
“当你说到你需要**的时候，你是什么意思，看起来怎么样”
"How do you measure ______?"
“你怎样去衡量---”
"When you are evaluating/demo-ing the product,
what criteria will you use to judge it, and what will
you need to see to move forward?"
“当你在评估一种产品的时候，你会采用什么样的标准呢，你如何看到他们向前发展呢”
Some squeamish types might argue that this is
being pushy. No, it is business.
。不，这就是商海。
有些过分讲究的人会说这样很强求。否，这是生意。
And if the mayor calls, I'll be happy to go on the
next sales call with the NCAA.
如果市长给我打电话，我会非常高兴的参加关于NCAA的推销电话。
如果市长给我打电话，我会非常高兴参加对于NCAA的下一次推销。
QUOTE OF THE WEEK
"When you talk, you repeat what you already know; when
you listen, you often learn something."
Jared Sparks
“说之所知，听之所学”
[ 本帖最后由 bruce1 于 2008-3-22 19:36 编辑 ]
评论
谢谢老师,我会努力的.去年的50篇我已经在做了. 谢谢老师的指导..........................
评论
这个汉语都看不懂。
也许真的是文化差异吧。
评论
太好了，收藏起来慢慢看
评论
收了，以后慢慢看。。。
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