Transcript for Podcast - Week in Review 4-10 to 4-14

Hello everybody, welcome to the Pagoda PBA podcast brought to you by 4 1 Korea Trading. This is our second podcast and I want to thank everybody for listening and downloading the podcast. More feedback would be appreciated. And once again I’m joined by esteemed colleague 은정. She will once again do the vocabulary review. Hello 은정, take it away

은정: 안녕하세요? 장은정입니다. 지난 주 방송 즐겁게 들으셨나 궁금하네요. 방송 들으신 분들게 감사를 드리며 2번째 방송을 시작하겠습니다.

1. Accounts – clients 여러가지 뜻이 있겠지만, 여기에서는 고객이라는 뜻으로 사용합니다.

2. Close – making the deal/contract/sale 동사로 사용을 하며, 판매를 하거나 계약을 성사시키다 라는 의미.

3. Fine Print – the stipulations stated at the bottom of a contract that’s hard to read 계약서 아래에 쓰여 있는 stipulation 즉, 계약 조건, 약관을 의미합니다. 글자가 작아서 읽기가 힘들죠?

4. Lead – Source, new customer 수입이 될 source, 즉, 새로운 고객

5. Cold Call(ing) – telemarketing

6. Loss Leader – a product designed to lose money to bring you into the store 고객을 끌어들이기 위해 손해를 감수하고 파는 상품.

7. Client – Professional way of saying buyer (mostly repeat buyer) buyer 구매자를 부르는 보다 전문적인 용어로 지속적인 거래를 하는 사람.

8. Books – Company’s revenue statement or salesperson’s gross revenue salesperson이나 기업의 매출 기록. 회계장부

9. Commission – percentage of gross paid to salesperson for a sale 판매의 결과 판매자에게 돌아가는 몫

10. Bird Dog – A network of people that can generate leads 새로운 고객을 창출해 낼 수 있게 정보를 주고 받는 사람들이나 연락망.

11. Word of Mouth – what customers tell their friends about a product/service 어떤 상품이나 서비스에 대해 고객이 자신의 친구나 지인들에게 이야기 하고 다니는 것.

12. Referral – when a person gives a name/phone number/address of a seller or buyer 판매자나 구매자의 이름, 연락처, 주소등을 주는 것. 추천.

13. Business Development – Creating new business 새로운 사업을 시작하는 것. 창업.

14. Outside Sales – someone who works out of the office office 밖에 나가서 영업하는 것. 외근.

15. Buyer’s Remorse – When a buyer regrets their purchase 구매자가 구매를 후회하는 것.

16. Cool(ing) Off Period – Time for the customer to think over their purchase. 구매자가 자신의 구매에 대해 침착하게 생각하는 단계

17. Added Value – uniqueness or specialness of a product where a seller can charge more for their product 판매자가 더 높은 가격을 매길 수 있도록 해주는 상품의 특별한 기능이나 장점

18. Deal – sale 거래, 판매

19. Decision Maker – one who makes the decision/yes or no power 의사 결정권자

20. FAB - Features – what product offers, Advantages – Why it’s better/good, Benefits – how it makes your life easier, better, more comfortable. Features 기능, Advantages 어떤 상품이 왜 좋은지 또는 다른 상품에 비해 나은지 결정하는. Benefit. 생활을 편리하게 해주는 benefit 세가지를 함께 부르는 말.

21. Objection – buyer/customer’s reason/excuse for not buying 구매자가 구매를 하지 않는 이유.

22. Open Ended Question – A question where a customer has to explain. 개방형 질문.

23. Closed Ended Question – One word answer questions 폐쇄형 질문

24. Prospect – Lead 잠재적 구매자

25. Trial Close – Asking the customer if you can meet their request, will they buy the product today? 구매를 할 준비가 되었는지를 확인하기 위해 하는 질문.

Vocabulary에 관해 간단한 설명을 드렸는데요. 이제 dialogue를 하나 들고 실제 어떻게 복습한 vocabulary가 사용되었는지 살펴보도록 하겠습니다.

Thank you 은정, we will now do some dialogues using the new vocabulary words.

J: Hey what’s the status on the 김 account? Did we close them on our new products?

E: Yes, we did. We are closing the books on it right now.

J: Who referred the 김 account to us?

E: The 삼성 account was the bird dog on this deal.

J: How much commission will we have to pay them?

E: About 2%.

J: Well, keep them happy during the cool off period. Get our best closer on it!!!!

E: OK, we’ll do that.

For account, you can refer to it as (name) account or in the case of a company, you call it the (company name) account. For example, the 김 account or the 삼성 account.

The books as we discussed is also the salesperson’s gross or a company’s gross.

Closer is the person that can close the deal very well.

Take it away 은정.

Account는 회계장부상에 기록되는 사람의 이름을 사용하거나 기업의 이름을 사용할 수도 있습니다. Books는 salesperson이나 기업의 매출을 의미합니다.

계약을 성공적으로 성사시키는 사람은 Closer라고 합니다.

We will now practice with word of mouth.

J: Hey, what’s the word of mouth on our new product?

E: It’s getting pretty good word of mouth on the streets.

J: What’s the word on the A/S?

E: The buzz on it is that it’s only OK.

For word of mouth, it is also known as “the word”, “the buzz”, and “the word on the street”.

To use this in a sentence, let’s first look at how to ask the questions.

We would definitely use the “Be” verb questions for this.

What is the word of mouth on…

What’s the word on…

To answer, since it is a “be” verb question, we would answer using the “be” verb.

You can use the progressive

It is getting (adjective: good, bad, terrible, ok, etc) word of mouth.

If you use the straight up “be” verb, then it would be

The word on it is that it is ….adjective.

은정 please explain away.

Word of mouth는 앞에서 들은 dialogue에서 쓰인 것처럼, “the word”, “the buzz”, “the word on the street”라는 말로 쓰이기도 합니다.

이 용어를 문장에서 쓰기 위해 의문문을 어떻게 만드는지 살펴보면,

What is the word of mouth on…? What’s the word on…?

에서와 같이 be 동사를 사용한 questions을 사용할 것입니다.

이 질문에 대한 답은, be동사를 사용해서 물었으므로, be 동사를 사용해서 대답을 해야겠죠? It’s getting good/bad/terrible/ok… word of mouth.와 같이 현재진행형을 사용할 수 있습니다. 현재진행형을 사용하지 않고, The word on it is that it is good/… 로 대답을 할 수도 있습니다.

We will now work on the FAB/presentation sales technique.

J: Welcome to Syworld, how may I help you

E: Yes, I want to buy a new mp3 player.

J: What brand are you looking at?

E: Maybe iRiver, iPod, or the new Samsung model.

J: Is this for yourself or somebody else.

E: It’s for me.

J: What’s important to you?

E: Well, style and size.

J: What about its capacity?

E: It’s important but not as important as style and size.

J: Well, let me show you 2 models, the ipod nano and the iriver.

E: Hmmmm...they’re both nice.

J: Well, the iriver is like a necklace so it’s very convenient to carry, Is this something that’s important to you.

E: Most defnitely. What about the ipod nano?

J: it’s smaller than a credit card. It’s this something you would like also?

E: I really like it, but how would I carry it.

J: We have an accessory you can buy, a case where you can latch it onto your belt or handbag handle.

E: OK, what’s the capacity?

J: The ipod nano has 2GB or 4GB, and the iriver is either 512MB or 1 GB. Which design is more convenient for you?

E: I like the iriver design because I don’t need additional accessories and I can hang it around my neck.

J: Would you like the 512MB model or the 1GB model? (similar to trial close, the salesperson is assuming a sale).

E: I would like the 1GB model. Do you have red?

J: If we have red, can I ring you up

E: Yes.

J: Let me check our inventory.

E: OK

J: Good news, I found red, it’s the last one in stock, we have to ring it up. (create an intense urgency for purchase, he stated that it’s the last red one in stock)

E: Well I don’t know.

J: You said it was convenient to carry, didn’t you?

E: Yes, but...

J: You also said that you liked the necklace style design, didn’t you?

E: Yes, but…

J: You also like the value the iriver has to offer because you don’t have to buy additional accessories, right?

E: Yes.

J: Well, let’s ring it up.

E: I still don’t know.

J: Do you like the red?

E: Yes.

J: Don’t you want the latest and trendiest product?

E: Yes, but..

J: Red is also a color that’s not common. Most people buy black, don’t you want to be unique?

E: Yes.

J: Let’s ring it up.

E: OK.

As you can see, we used the features and let the customers say good thing about it. When she objected, he made her answer yes followed up by a trial close.

방금 들으신 FAB와 sales technique에 대한 대화에서는, 제품이 가진 기능을 이용해서 고객이 제품이 좋다는 점을 인정하게 합니다. 또, 뒤따라 오는 Trial close로 yes라는 대답을 유도해 냈습니다.

Now, let’s talk about Value/Added Value

Added value is something that is unique about a product where a seller can charge a higher price. Remember it’s not always brand name. Remember a lot of products nowadays use the same beans, materials, electronics, chips, etc. In the case of coffee, a coffee shop may use more or less beans than their competitors, so it would be reflected in the price. For clothes, it would be thicker material or higher grade material. So a product with a higher added value may use higher quantity of something or higher grade of something. This is why computers with Intel Pentium chips costs more than a computer that uses Intel Celeron or AMD or Cyrix chips, due to its added value.

Value와 added value에 대해 이야기를 해 봅시다.

Added value는 제품이 가진 특별한 점으로 판매자는 이것에 대해 더 높은 가격을 매길 수 있습니다. Added value가 꼭 brand name이지는 않습니다. 요즘에 나오는 많은 제품들은 비슷비슷한 뜯어보면, 같은 종류의 커피빈, 컴퓨터 칩등, 비슷비슷한 원료나 부품을 사용해서 만들어집니다. 커피를 예로 들면, 어떤 커피샵은 경쟁업체들에 비해 더 많거나 혹은 적은 양의 커피 빈을 사용할지도 모르며, 이것은 제품의 가격에 반영이 될 것입니다. 옷을 예로 들면, 더 두꺼운 옷감이나 고급 원료가 added value가 될 수 있습니다. 어떤 제품의 Higher added value는 양적인 면일 수도 있고 질적인 면일 수도 있습니다. Intel Pentium chip을 사용한 컴퓨터가 intel Celeron이나 AMD나 Cyrix chip을 사용한 컴퓨터보다 더 비싼 이유고 이것이 added value가 됩니다.

Value: This means you are getting the best product for your money. For instance, a custom made computer may be less expensive than a brand name computer. The meaning of value can be determined by its adjective. For example, a bad value means the money you spent does not match what you received in return. Therefore the term value is very highly subjective. Opinions will differ from person to person.

Value는 당신이 현재 가진 자금으로 가장 좋은 제품을 얻는 것을 의미합니다. 예를 들어, 조립해서 만드는 컴퓨터는 brand name 컴퓨터보다 덜 비쌀 수도 있습니다. Value의 의미는 함께 쓰이는 형용사에 의해 결정됩니다. 누군가가 Bad value라는 말을 쓴다면, 쓴 돈에 비해서 좋은 제품이나 서비스를 받지 못했다는 의미입니다. 제품이나 서비스에 대한 의견은 개개인에 따라 차이가 많으므로, Value라는 용어는 매우 주관적인 말이라고 할 수 있습니다.

Cheaper vs. Less Expensive

Cheaper means low quality, low cost

Less Expensive, good/decent quality, lower cost or lower cost of ownership.

If we look at this, less expensive does not always have the lowest price. But it has a lower cost of ownership. Cost of ownership means how much it costs per use, per serving, per month, year, etc.

An example:

A battery clock is less expensive than an electric clock. You only have to replace the battery once every 3 months whereas with an electric clock, it’s plugged in everyday therefore it incurs an electricity cost. The difference in ownership costs.

흔히 영어를 할 때 Cheaper와 less expensive를 비슷한 말로 혼동해서 사용하기 쉽습니다.

Cheaper는 가격 뿐만 아니라 품질도 낮은 경우를 말할 때 씁니다. Less expensive는 질은 좋으면서 상대적으로 가격이 낮은 것을 말합니다.

Business tip of the week:

Know your customer/buyer, etc.

When dealing with customers/buyers, find out where they’re from, learn a little history, culture or something well-known about where they’re from and in your conversations, please ask questions about what you researched. This will add a personal flavor to your business relationship.

이 주의 비즈니스 팁은 know your customer/buyer입니다.

고객이나 구매자를 상대할 때, 그들이 어디 출신인지 그곳의 문화나 잘 알려진 것에 대해 대화 중에 언급하세요. 당신이 알아본 것에 대해 물어보는 것도 좋은 방법입니다. 이러한 테크닉은 비즈니스 관계에 개인적인 친분을 더해 줄 수 있습니다.

That’s a wrap for our business podcast, on our first podcast,, you guys didn’t really get to know 은정, so we’re going to do a Q & A. first of all, I want to thank you for helping with this podcast.

여러분들이 저에 대해 궁금한 것이 있으시면 Joon의 블로그에 질문을 남겨 주세요. 저나 Joon이 답변을 달아드리겠습니다. ^^ 끝까지 들어주신데 감사를 드리며, 다음 주에 뵙도록 하겠습니다.