5 Work with your partner. Make a list of the main reasons for a customer deciding

not to buy a product or service.

6 Compare your answer with Zig Ziglar’s on page 127.

7 4.1 Listen to an extract from a radio series At Work where people talk about their working experiences. In this programme two sales people describe their approach to selling.

1 What are they selling?

2 What is the approach of each?

3 What are the advantages and disadvantages of each approach?

8 Look at these extracts from the programme and complete the gaps .Listen again to check your answers.

1 Competition is a ______-not necessarily price competition, because in our sector , quality, ____and service are far more important factors.

2 We use a sales___ that's called 'relationship selling’.

3 We spend a lot of time getting to know each ____individual needs.

4 I have to freely admit to people that our products may not be best___ to their particular needs.

5 I'd much prefer to be doing that than using some ___technique.

6 In my line of business, it's all about___ benefits.

7 It’s difficult to ___any kind of technical competitive advantage for long.

8 I deal only with the decision maker, who’s generally a ___for a chain of stores. 9 ... the most expensive options, because this increases our __sales.

10 As soon as I get a buying signal from them.... I_ __in and close the sale...

11 ... by discussing quantities required, special delivery arrangement , ___payment terms.

cost mass or niche (targeted advertising)

reach (how many see it) success rate

Advertising trends

1 Read the headline on page 39 and predict what the article will say about advertising trends.

2 Read the text quickly. Were you correct in your prediction? Do you agree with the author’s analysis?

3 Study the text again to find the best answer(A,B,C or D) to each question. 1 According to the author changers are occurring in

A the types of television programme we watch.

B the way people, especially young people, access video

C the way televisions are made.

D the amount of programmes that are recorded.

2 2005 was a significant year for television in the UK because

A it was the year Internet use overtook television viewing.

B spending on TV advertising declined.

C viewing figures peaked and started to decline.

D the 16 to 24 age group watched more television than before.

3 In the future, big global companies will

A move away from TV to alternative advertising media.

B still use television to establish their brands.

C try to target their advertisements more precisely.

D return to non-broadcast methods like direct mailing.

4 The growing use of PVRs means that television viewers

A skip through the advertisements without looking at them

B are exposed to a bigger range of advertisements

C can get advertising on demand.

D can pause and rewind advertisements

5 The other growing area of opportunity for advertisers is

A outdoor advertising

B ice dancing.

C big live sporting events

D football

6 The trend for on-demand viewing of programmes

A represents a big threat for advertisers

B means advertisers will spend a lot of money to reach a clear target audience

C will challenge search-based advertising on the Internet

D will increase agencies advertising revenues

7 Advertisers in the future will ask their agencies to attract the young

A with arrange of new Internet-based media

B with more friendly messages

C through chat rooms

D using computer viruses