悠悠乐英语 6个月掌握任何一门语言 business English English idioms 2021-06-23

How to Say It: Choice Words, Phrases, Sentences, and Paragraphs for Every Situation by Rosalie Maggio如何语法为每种情况选择单词、短语、句子和段落

How to Say It: Choice Words, Phrases, Sentences “Geoffrey James, the best writer in the B2B sales business,
“杰弗里·詹姆斯，B2B销售行业的最佳作家，
has gathered compelling, relevant,
已经收集到令人信服的，相关的，
and thoroughly field-tested content from the experts in fifteen critical B2B selling areas and served them up for you in a powerful,
并对来自15个关键B2B销售领域的专家的内容进行了全面的现场测试，并以强大的，
organized, and deliciously consumable way.
有组织的，美味的消费方式。
If you’re in sales or sales management,
如果你从事销售或销售管理工作，
you’re going to love this book.” s o’ —Dave Stein, CEO and founder of ES Research Group
你一定会喜欢这本书的 B2B sales business,

“This amazing book offers great sales nuggets that can help B2B salespeople improve their skills,
“这本了不起的书提供了巨大的销售掘金，可以帮助B2B销售人员提高他们的技能，
expand their confidence, increase their income,
增强信心，增加收入，
and drive up customer loyalty.
提高客户忠诚度。
A must-read for newly hired salespeople and a great refresher for the seasoned pro.”
这是新雇销售人员的必读读物，也是经验丰富的专业人士的绝佳进修读物。”
—Gerhard Gschwandtner, publisher of Selling Power magazine
-Gerhard Gschwandtner，《销售力量》杂志出版商

“Geoffrey James has an unusual and distinct advantage as an author:
“作为一名作家，杰弗里·詹姆斯有一个不同寻常的独特优势：
(1) He’s been a reporter, with deep access into his beat,
（1）他是个记者，能深入了解他的生活，
and the wisdom to use this resource to select the best from each.
以及运用这些资源从中选出最好的人的智慧。
(2) He’s a versatile and well- rounded business observer with active involvement in information technology,
（2）他是一个多才多艺、全面的商业观察者，积极参与信息技术，
marketing, sales and the broader art of networking, and, of course, publishing.
营销，销售和更广泛的网络艺术，当然还有出版。
(3) He’s been a writer with a following of a half million readers a month who are more than willing to ‘correct’ his observations of the sales world.
（3）他是一位作家，每月有50万读者追随他，他们非常愿意“纠正”他对销售界的看法。
And finally, (4) he knows how to write. . . simply and directly!” —Howard Stevens, CEO of HR Chally
最后，（4）他知道怎么写。简单而直接！”-霍华德史蒂文斯，人力资源部首席执行官查利

This book is dedicated to my friend and mentor Gerhard Gschwandtner, publisher of Selling Power magazine.
这本书是献给我的朋友和导师格哈德·格施万特纳，《销售力量》杂志的出版商。

how to say it sales professionals

I’d like to thank my editor at Prentice Hall Press,
我要感谢普伦蒂斯霍尔出版社的编辑，
Maria Gagliano. I originally handed her a manuscript that was little more than a collection of blog posts.
玛丽亚·加利亚诺。我最初交给她一份手稿，不过是一堆博客文章。
She saw there was much more that I could do with the material and insisted that I make it more useful
她看到我可以用这些材料做更多的事情，坚持要我把它做得更有用
, with more examples and a more logical structure.
，有更多的例子和更符合逻辑的结构。
I will be forever grateful that she was patient enough to make this book the best I could possibly make it.
我将永远感激她有足够的耐心使这本书尽我所能做到最好。
I also want to thank my agent, Lorin Rees,
我还要感谢我的经纪人Lorin Rees，
for helping me prepare the book proposal and for making sure that it got Maria’s attention.
感谢你帮我准备了这本书的提案，并确保它引起了玛丽亚的注意。
Over the years, salespeople improve their skills, and their thoughts are naturally reflected in this book.
这些年来，我采访了几十位销售大师，他们的想法自然反映在这本书中。
Some of them were so influential that I’ve identified them in the text. However,
他们中的一些人非常有影响力，我已经在课文中指出了他们。然而，
for the sake of completeness,
为了完整起见，
here are my heroes, the sales trainers and thinkers of the world:
以下是我心目中的英雄，世界各地的销售培训师和思想家：
Tom Hopkins (handling objections), Brian Tracy (effective presentations),
汤姆·霍普金斯（处理异议）、布莱恩·特雷西（有效陈述），
Linda Richardson (closing sales, management coaching,
Linda Richardson（结束销售，管理指导，
and competitive selling), Ron Willingham (psychology of sales),
以及竞争性销售），罗恩·威林厄姆（销售心理学），
Mike Bosworth (solution selling), Randall Murphy (sales negotiations and consultative selling), Sam Reese (strategic accounts),
Mike Bosworth（解决方案销售）、Randall Murphy（销售谈判和咨询销售）、Sam Reese（战略客户），
Tom Sant (effective proposals), Jeff Gitomer (customer referrals),
Tom Sant（有效建议）、Jeff Gitomer（客户推荐），
Jeff Seeley (sales process), Neil Rackham (access to decision makers), Earl Taylor (building rapport), Rob Scher (emotional intelligence), Tom Roth (pinpointing good prospects),
Jeff Seeley（销售流程）、Neil Rackham（接近决策者）、Earl Taylor（建立融洽关系）、Rob Scher（情商）、Tom Roth（确定良好前景），
Robert Cialdini (influencing customers), Art Mortell (handling rejection), Jeff Keller (positive attitude),
Robert Cialdini（影响客户）、Art Mortell（处理拒绝）、Jeff Keller（积极态度），
Omar Periu (getting motivated), Wayne Turmel (effective questioning), Joanne Black (referral selling),
Omar Periu（获得激励）、Wayne Turmel（有效提问）、Joanne Black（推荐销售），
Jerry Acuff (building customer relationships),
Jerry Acuff（建立客户关系），
Mark Shonka and Dan Kosch (selling at the C-level),
Mark Shonka和Dan Kosch（C级销售），
Sharon Daniels (setting sales priorities), Wendy Weiss (cold calling), Jim Holden (international sales),
Sharon Daniels（设置销售优先级）、Wendy Weiss（冷电话）、Jim Holden（国际销售），
Waldo “Wingman” (sales missions), Michael St. Lawrence (seeing for results), Bill Stinnett (customer results),
Waldo“Wingman”（销售任务）、Michael St.Lawrence（查看结果）、Bill Stinnett（客户结果），
Andrea Sittig-Rolf (cold calling), Jeff Thull (high-stakes selling), Howard Stevens (world-class selling),
Andrea Sittig Rolf（冷电话）、Jeff Thull（高风险销售）、Howard Stevens（世界级销售），
Steve Martin (heavy-hitter selling), Phil Geldart (building teamwork), Greg Winograd (following through),
史蒂夫·马丁（重击球员销售）、菲尔·盖尔达特（建立团队合作）、格雷格·温诺格拉德（跟进），
Terri Sjodin (persuasive presentations),
Terri Sjodin（说服性陈述），
Julie Thomas (adapting to customers),
Julie Thomas（适应客户），
John Asher (correcting sales mistakes), Duane Sparks (breaking sales records)
John Asher（纠正销售错误）、Duane Sparks（打破销售记录）
Donal Daly (reducing sales costs), Tom Black (simplifying sales processes),
Donal Daly（降低销售成本）、Tom Black（简化销售流程）

how to say it 为每种情况选择单词、短语、句子和段落

INTRODUCTION

I’m not a sales guru and I don’t do sales training.
我不是销售专家，也不做销售培训。
Since most how-to sales books are written by sales gurus and sales trainers,
由于大多数销售指南都是由销售专家和销售培训师编写的，
you might be wondering why I have written one.
你可能想知道我为什么要写一个。
Think of me as the world’s first and only “sales fanboy.”
把我当成世界上第一个也是唯一一个“销售迷”
For reasons I don’t quite understand,
因为我不太明白的原因，
I find the behaviors and concepts involved in selling to be endlessly fascinating.
我发现销售所涉及的行为和概念是无穷迷人的。
I’m especially intrigued by B2B selling, which I consider the heart and soul of the business world. As a result of my obsession,
我对B2B销售特别感兴趣，我认为B2B销售是商业世界的核心和灵魂。由于我的痴迷，
I’ve interviewed dozens of sales experts and trainers,
我采访了很多销售专家和培训师，
discussed sales technique and sales management with hundreds of sales managers,
与数百名销售经理讨论了销售技巧和销售管理，
and traded ideas about B2B selling with thousands of sales professionals.
与成千上万的销售专业人士交流B2B销售的想法。
Some of this activity has taken place through my relationship with Selling Power magazine,
有些活动是通过我与《销售力量》杂志的关系进行的，
where I’ve been writing about sales technology and sales training for almost a decade.
我写销售技术和销售培训已经快十年了。
However, the place where I end up hashing out these things the most is my Sales Machine blog.
然而，我最后讨论这些东西最多的地方是我的销售机器博客。
As of this writing,
在撰写本文时，
Sales Machine is arguably the world’s most popular sales-oriented blog, generating well in excess of a million page views a month.
Sales Machine可以说是世界上最受欢迎的面向销售的博客，每月的页面浏览量远远超过100万次。
It’s also won a couple of prestigious awards: a “Best in Business” from the Society of American Business Editors and Writers and an “Azbee”
它还获得了两个著名的奖项：美国商业编辑和作家协会颁发的“最佳商业奖”和“Azbee”
from the American Society of Business Publication Editors.
来自美国商业出版编辑协会。
In the Sales Machine blog,
在销售机器博客里，
I share what I learn about B2B selling with tens of thousands of B2B sales professionals,
我将学到的B2B销售知识与成千上万的B2B销售专业人士分享，
many of whom contribute their own content and ideas
他们中的许多人贡献了自己的内容和想法
in the form of comments and guest posts.
以评论和嘉宾帖子的形式。
Over the years, I’ve written a number of blog posts that sales professionals in B2B firms have really found useful
这些年来，我写了许多B2B公司的销售人员发现非常有用的博客文章
, based on the number of pageviews,
，根据浏览量，
comments, and email. For the past two years,
评论和电子邮件。在过去的两年里，
Sales Machine readers have been pestering me to gather the best techniques into a single place,
销售机器的读者一直缠着我把最好的技术集中到一个地方，
where they can be used for reference and as sales training tools.
可供参考和作为销售培训工具。
This book, however, is more than just a collection of blog posts.
然而，这本书不仅仅是博客文章的集合。
I’ve expanded every technique and concept that was discussed in the blog,
我已经扩展了博客中讨论的每一项技术和概念，
adding more examples, especially those from real-life situations,
再加上更多的例子，尤其是现实生活中的例子，
sent to me by real-life B2B sales pros.
发送给我的真实生活B2B销售专业人士。

The result is a document that is unique in the world of business books.
其结果是一份在商业书籍界独一无二的文件。
Most books about selling treat selling to companies as if it were fundamentally the same as selling to consumers.
大多数关于销售的书籍都把销售给公司看作是从根本上讲与销售给消费者是一样的。
But that’s not true. B2B selling is vastly different,
但事实并非如此。B2B销售有很大的不同，
because: • Reason 1: The B2B buyer is vastly more sophisticated.
因为：•原因1:B2B买家要复杂得多。
Because the Internet makes comparative pricing information publicly available,
因为互联网公开了比较价格信息，
it is not at all unusual for a buyer in a B2B tranpesssaction to know more about the product category and the competition than the sales professionals who are trying to sell that type of product.
在B2B交易中，买家对产品类别和竞争对手的了解要比试图销售这类产品的销售人员多，这一点都不罕见。
• Reason 2: The stakes are much higher.
•原因2：风险更大。
B2B buyers and decision makers are being paid high salaries to understand what they’re buying and how it will be used.
B2B买家和决策者获得高薪，以了解他们在购买什么以及如何使用。
They can lose career points and get fired if they make a wrong decision,
如果他们做了一个错误的决定，他们可能会失去职业积分，被解雇，
something that never happens when a consumer purchases a lousy consumer product.
当消费者购买劣质消费品时永远不会发生的事情。
• Reason 3: B2B selling requires more knowledge.
•原因3:B2B销售需要更多的知识。
When you’re selling to businesses, it’s not enough to understand a product and be able to present it coherently.
当你向企业销售产品时，仅仅理解一个产品并能够连贯地展示它是不够的。
B2B selling generally involves diagnosing a customer’s challenges and then coming up with a customized solution that may very well involve a long-term business partnership.
B2B销售通常涉及到诊断客户的挑战，然后提出一个定制的解决方案，很可能涉及到一个长期的商业伙伴关系。
• Reason 4: B2B selling demands better people skills.
•理由4:B2B销售需要更好的人际交往技能。
When consumers buy a product, typically there are only one or two decision makers involved (like a husband and wife).
当消费者购买产品时，通常只有一到两个决策者参与（比如丈夫和妻子）。
Corporate buying decisions can involve dozens of decision makers, influences,
公司的购买决策可能涉及数十个决策者、影响因素，
stakeholders, and naysayers.
利益相关者和反对者。
It takes extraordinary abilities to work with many different types of people, all of whom have different agendas.
与许多不同类型的人一起工作需要非凡的能力，他们都有不同的议程。
• Reason 5: B2B selling involves more patience.
•理由5:B2B销售需要更多耐心。
Even big-ticket consumer sales (like homes and cars) can be completed in a day or a week (at most). By contrast,
即使是大额消费品销售（如房屋和汽车）也可以在一天或一周内完成（最多）。相比之下，
B2B deals can involve weeks and months of intermittent activity, meetings, phone calls,
B2B交易可能涉及数周或数月的间歇活动、会议、电话，
back-and- forth documents, as the deal moves through the customer bureaucracy.
当交易在客户官僚机构中进行时，来回的文档。
• Reason 6: B2B selling is more sensitive to economic disruption.
•原因6:B2B销售对经济破坏更为敏感。
One of the first things that take place in an economic crisis is that firms lock down purchasing,
在经济危机中，首先发生的事情之一就是企业限制采购，
add more layers of decision making
添加更多决策层

One million copies sold!
卖出一百万册！
How to Say It provides clear and practical guidance for what to say–and what not to say–in any situation. Covering everything from business correspondence to personal letters, this is the perfect desk reference for anyone who often finds themselves struggling to find those perfect words for:
它为在任何情况下说什么和不说什么提供了清晰而实用的指导。涵盖了从商务信函到私人信件的所有内容，对于那些经常难以找到这些完美词语的人来说，这是一个完美的案头参考：
Apologies and sympathy letters
致歉和慰问信
Letters to the editor
致编辑的信
Cover letters
求职信
Fundraising requests
筹款请求
Social correspondence, including invitations and Announcements
社交信件，包括邀请和公告
This new edition features expanded advice for personal and business emails, blogs, and international communication.
这个新版本的功能扩展建议个人和商业电子邮件，博客和国际交流。