1、Chapter 9 Car Marketing9.1 The Qualifications are Required to Become a Car SalesmanSection 3 Automotive Marketing and ServiceSection 3 Automotive Marketing and Service本章学习内容Chapter 9 Car Marketing本章学习内容、目标和重点难点本章学习目标本章难点重点1.The Qualifications are Required to Become a Car Salesman 2.How to Become a G
2、reat Car Salesman 3.Owning a Car Dealership Franchise 4.Getting a Franchise Agreement With a Car Manufacturer1.掌握汽车销售员的基本用语和要求2.掌握开设一家汽车特许经营店的基本要求3.能够读懂基本的汽车销售宣传信息1.重点为汽车销售流程话语2.难点是中外地域的差异性3.汉译准确表达也是难点Section 3 Automotive Marketing and ServiceSection 3 Automotive Marketing and Service9.1 The Qualifi
3、cations are Required to Become a Car Salesman salesman seilzmn n.推销员，售货推销员，售货dealership di:lip n.代理商，经销权diploma diplumn.毕业文凭,学位证书Potential ptenl adj.潜在的，有可能的psychologysaikldi n.心理学Negotiationngi:enn.协商，谈判 Princeton Review n.普林斯顿评论withstandwistndvt.抵挡,反抗;禁得起groomgru:mvi.打扮,穿戴New Words Section 3 Autom
4、otive Marketing and ServiceSection 3 Automotive Marketing and Service9.1 The Qualifications are Required to Become a Car Salesman tactfultktfladj.机智的机智的;圆滑的圆滑的;老练的老练的commissionkminn.CU 佣金persistentpsistntadj.坚持不懈的;固执的quota kwutn.配额 fiercefisadj.残酷的；激烈的stereotypesteritaipn.陈规,刻板模式integrityintegritin.
5、U正直;廉正;诚实craftykr:ftiadj.狡猾的,诡计多端的,奸诈的New Words Section 3 Automotive Marketing and ServiceSection 3 Automotive Marketing and Service9.1 The Qualifications are Required to Become a Car Salesman Car salesmen are an important part of the automotive industry.Their primary mission is to make customers in
6、terested in cars and sell as many cars as possible to bring in profit for the dealership.The entire process of persuading the customer to buy a car could take hours.Still,many people find car sales a thrilling occupation because of the large commissions a person can make.There are several qualificat
7、ions that are required to become a car salesman.Section 3 Automotive Marketing and ServiceSection 3 Automotive Marketing and Service9.1 The Qualifications are Required to Become a Car Salesman9.1.1 EducationThe usual education level for a car salesman is a high school diploma.Potential car salesmen
8、with high school diplomas can give themselves an edge by taking a few classes in sales or marketing.According to the Princeton Review,college coursework in psychology,finance,and public speaking is becoming more common.Section 3 Automotive Marketing and ServiceSection 3 Automotive Marketing and Serv
9、ice要点分析：要点分析：diploma参考译文：文凭参考译文：文凭 就是“教育机构颁发的证书”的意思，可以指从小学到研究生任何层次的“文凭”。没有学位的学习也会有证书（学位的要求会更严格，比如有学分要求等）。diploma 还有一个词义：荣誉证书（A certificate conferring a privilege or honor）。知识拓展Section 3 Automotive Marketing and ServiceSection 3 Automotive Marketing and Service9.1 The Qualifications are Required to B
10、ecome a Car Salesman9.1.2 Specialized TrainingAccording to Career Choices,automotive technology training,including training in on board systems,is becoming a common basic qualification for employment.Most training in sales,specifically,is done on the job.However,some salesmen may spend time at a nat
11、ional training center learning about each models features,general negotiation strategies,the culture of the company they work for,and the manufacturing process,according to the Princeton Review.Section 3 Automotive Marketing and ServiceSection 3 Automotive Marketing and ServiceHowever,some salesmen
12、may spend time at a national training center learning about each models features,general negotiation strategies,the culture of the company they work for,and the manufacturing process,according to the Princeton Review.难点提示：难点提示：1）learning about each models features,general negotiation strategies,the
13、culture of the company they work for,and the manufacturing process,learning about 引导的是后置定语，用来解释训练引导的是后置定语，用来解释训练中心主要学写的内容；中心主要学写的内容；the culture of the company they work for,they work for也属于定语从句，修饰也属于定语从句，修饰culture，一，一般定语从句都放置在修饰词或句子的后面。般定语从句都放置在修饰词或句子的后面。according to 引引导状语从句，一般翻译提前。导状语从句，一般翻译提前。o 参考
14、译文：参考译文：但是，根据普林斯顿评论的调查，根据普林斯顿评论的调查，一些销售员会花很多时间在全国性的训练中心学习每一个车型的特点学习每一个车型的特点、一般的一般的谈判策略谈判策略、他们工作公司的文化以及汽车的制造过程。他们工作公司的文化以及汽车的制造过程。难点分析Section 3 Automotive Marketing and ServiceSection 3 Automotive Marketing and Service9.1 The Qualifications are Required to Become a Car Salesmano 9.1.3 Physical Qualif
15、icationso Car salesmen must be able to stand for long periods of time and walk through the car lot.Some salesmen may need to be able to work for long hours.The ability to withstand a variety of outdoor temperatures,such as intense summer heat or cold winters,is also helpful.Section 3 Automotive Mark
16、eting and ServiceSection 3 Automotive Marketing and Service9.1 The Qualifications are Required to Become a Car Salesman9.1.4 PersonalityAccording to the Bureau or Labor Statistics,car salesmen need to be well groomed,tactful,and have a good ability to express themselves.Most are paid solely on commi
17、ssion,so they need to be persistent in their efforts to make sales each day.Because they work with other salesmen trying to make their daily sales quota,competition is fierce.Each day car salesmen must fight against the stereotype that they are dishonest and crafty.To do that,they must put forth an
18、image of integrity and interest.A lot of business may depend on return customers,so car salesmen have to be skilled at building customer loyalty.Section 3 Automotive Marketing and ServiceSection 3 Automotive Marketing and Service9.2 How to Become a Great Car Salesman revisit,ri:vizit vt.重游；再访；回访重游；再
19、访；回访authoritative:rittivadj.权威的；有权力的trustworthytrstw:i:adj.值得信赖的，可靠的subtlestladj.微妙的；敏感的verballyv:bl adv.言词上；口头地bashing bv.痛击，猛击procedureprsi:dn.程序，手续；工序，过程，步骤steerstivt.&vi.驾驶；操纵，引导，说明budget.bditn.预算；预算案；预算拨款；rapportrp:tn.友好关系；融洽，和谐referralsrif:rlzn.转交，呈交，提供Section 3 Automotive Marketing and Servic
20、eSection 3 Automotive Marketing and Service9.2 How to Become a Great Car Salesman o Becoming a great car salesman takes time and patience.While you can do many things to improve your customer service and product knowledge,some traits,such as being able to achieve good rapport with customers or simpl
21、y convey a naturally personable and likable character,depend on personality.Any salesman can improve with honest effort.Over time,consistency and hard work pays off(Fig.10-5)Section 3 Automotive Marketing and ServiceSection 3 Automotive Marketing and Service9.2 How to Become a Great Car Salesman9.2.
22、1 Instructions 1.Revisit product knowledge training or seek out product knowledge on your own.Learn interesting facts about the vehicles you sell,including gas mileage,awards,safety ratings and options.Being able to answer questions immediately makes you appear knowledgeable,authoritative and trustw
23、orthySection 3 Automotive Marketing and ServiceSection 3 Automotive Marketing and Service 2、Know your competitors.If you are doing a walk-around,which is displaying the car to your customer,you should be able to comfortably talk about competitors models and state why the vehicle you are showing is t
24、he ideal choice while being subtle and not verbally bashing other cars or dealers.Perfect your walk-around-you have one shot to gain interest,so dont leave anything.9.2 How to Become a Great Car Salesman9.2.1 Instructions Section 3 Automotive Marketing and ServiceSection 3 Automotive Marketing and S
25、erviceo 3、Keep your walk-around relevant to the customer you are with.Do not show a safety-concerned mother how easy it is to change a headlight bulb.Focus on what the customer is looking for,not what you think is important.9.2 How to Become a Great Car Salesman9.2.1 Instructions Section 3 Automotiv
26、e Marketing and ServiceSection 3 Automotive Marketing and Service要点分析：要点分析：walk-around参考译文：四处走动参考译文：四处走动 绕走绕走 本文采用了绕走的含义，实际是指销售常用的“六方位”绕车法。虽然有最佳建议路线，但是也要根据顾客的需求，随时改变路线，而不是墨守成规一直按照“六方位”的顺序来 知识拓展Section 3 Automotive Marketing and ServiceSection 3 Automotive Marketing and Service 4.Follow your dealer p
27、rocedures,such as bringing your customer inside for an interview before walking around the lot or conducting a walk-around.Ask questions that deserve answers and steer clear from yes or no answers.Ask why the customer wants another car,what cars she finds attractive and why,and what she liked best a
28、bout her last car and didnt like at all.5.Ask about budget.It is unnecessary to show a customer a car that will cost$450 per month when he has a budget of a$250.Determine credit standing by asking what rate you should figure for payment budgeting to calculate a price range.Those who know they have b
29、ad credit will let you run a credit report while those with excellent credit will tell you they will qualify for the best 9.2 How to Become a Great Car Salesman9.2.1 Instructions Section 3 Automotive Marketing and ServiceSection 3 Automotive Marketing and Service Ask why the customer wants another c
30、ar,what cars she finds attractive and why,and what she liked best about her last car and didnt like at all.难点提示：难点提示：1）Ask引导祈使句，省略了主语第二人称，后面接的引导祈使句，省略了主语第二人称，后面接的是宾语从句，是宾语从句，why the customer wants another car,what cars she finds attractive and why,and what she liked best about her last car and didnt
31、 like at all.四个四个疑问词引导的是宾语从句，疑问词引导的是宾语从句，why,and what 共用一套句子成共用一套句子成分。最后一个分。最后一个and是省略了前面的是省略了前面的why,and what。o参考译文：参考译文：询问询问顾客喜欢另一台车的原因顾客喜欢另一台车的原因，她她觉得哪觉得哪些车些车有吸引有吸引以及原因以及原因，以及，以及关于关于他最近拥有的这台车他最近拥有的这台车，她最喜欢和最不喜欢她最喜欢和最不喜欢的地方是哪些，以的地方是哪些，以及为什么及为什么。难点分析Section 3 Automotive Marketing and ServiceSection
32、3 Automotive Marketing and Service 6.Explain the vehicle in detail before the customer test-drives it.Make sure the mirrors are set and the seat is properly proportioned to his height.Show you want to make the test drive a positive experience by finding a radio station the customer likes and turning
33、 to it,turning it down so he can hear how the car operates at the beginning of the drive and turning it up once the customer is comfortable driving.This creates comfort with you and the car.9.2 How to Become a Great Car Salesman9.2.1 Instructions Section 3 Automotive Marketing and ServiceSection 3 A
34、utomotive Marketing and Service 7 Be honest when dealing with your customer.If you can give a better deal and the sale depends on it,do so,and if you cant,tell the customer why.If you have built a positive rapport with your customer,it is likely she will work with you to make the sale 8.Establish a
35、follow-up system and stick to it.When you sell a car,note birthdays and dates of sales to follow up with cards or phone calls on holidays and every month after purchase to keep your name fresh in the customers mind for future sales.Referrals are often a reliable source of business9.2 How to Become a
36、 Great Car Salesman9.2.1 Instructions Section 3 Automotive Marketing and ServiceSection 3 Automotive Marketing and Service 9.Keep your word.Call when you say you will and be present for your deliveries-when the customer picks up the vehicle-and appointments.10.Avoid laziness.The more people you work
37、 with,the more sales youll achieve.Even if a customer does not buy from you,she may send three other people your way because of the customer service experience you provided.9.2 How to Become a Great Car Salesman9.2.1 Instructions Section 3 Automotive Marketing and ServiceSection 3 Automotive Marketi
38、ng and Service 9.2.2 Tips&Warnings 1.Do not judge anyone and follow your process.Youd be surprised how much money a young student has once he is ready to purchase.If the customer is on your lot,you should treat him as a person who is ready to buy that day.And if he doesnt buy,keep moving.2.Dont let
39、your emotions affect you at work.If you feel that someone wasted your time for three hours,learn what you can from it and move on.There is always something that could have been done differently.Identify it and try something different once the opportunity presents itself again.3.Customers will cancel
40、 sales and be less than truthful about purchase issues no matter how good of a salesman you are.Take none of it personally and make the best of the customers you have.9.2 How to Become a Great Car Salesman Section 3 Automotive Marketing and ServiceSection 3 Automotive Marketing and Serviceingenuity?
41、indinju:itin.独创性；精巧；精巧的装置innovation?inuveinn.创新，革新；新方法familiarizefmiljraiz v.使熟悉taxationtkseinn.课税，征税；税款franchisefrntaizn.特权；公民权；经销权；管辖权v.给以特许（或特权）；exclusivityzone,eksklu:sivitizun n.排外性；独占权v.把分成地带inventoryinvntrin.存货；清单；目录staffsta:fn.工作人员；职员；杖9.3 Owning a Car Dealership Franchise Section 3 Automoti
42、ve Marketing and ServiceSection 3 Automotive Marketing and Service9.3 Owning a Car Dealership Franchise Since the introduction of Henry Fords iconic Model T in 1908,cars have been seen as symbols of ingenuity and innovation-and their manufacturing as an American tradition.With over 200 million cars
43、on the road today,despite recent economic hardship,the automobile industry remains strong.With millions of potential clients and cars in need of service,owning a car dealership franchise can be a dream comes true for an entrepreneur.Section 3 Automotive Marketing and ServiceSection 3 Automotive Mark
44、eting and Service9.3 Owning a Car Dealership Franchise o Survey the market.Knowing what types of cars are selling today and who is buying them will be of great use in choosing a car manufacturer and potential location.By familiarizing yourself with the market and the brands within the market,you wil
45、l be able to make an informed decision.o Research state and local laws.Laws significantly impact car dealership operation.From zoning to occupational safety,employment to taxation,a car dealership must operate within the confines of the law,or risk severe consequences.Section 3 Automotive Marketing
46、and ServiceSection 3 Automotive Marketing and Service9.3 Owning a Car Dealership Franchise Draft a business plan.A well-written business plan will let potential investors know that you have a vision,have done your research,appreciate the risks involved,and are serious about your franchise.People wil
47、l be more willing to invest in you when assured you know what you are doing.Obtain financing.Franchise fees range from tens of thousands to hundreds of thousands of dollars,depending upon the brand exclusivity,amount of support from the manufacturer,and a host of other factors.Some manufacturers wil
48、l allow financing of the franchise fee.In addition to the franchise fee,take into consideration overhead expenses required to run the dealership,as well.Section 3 Automotive Marketing and ServiceSection 3 Automotive Marketing and Service9.3 Owning a Car Dealership Franchise Purchase a motor vehicle
49、dealer bond.Motor vehicle dealer bonds are required to ensure the dealership is in compliance with state regulations.The bond essentially protects the consumer from the dealers noncompliance with state law.Many states require a motor vehicle dealer bond as a prerequisite to obtaining a dealer licens
50、e.Get a car vehicle dealer license.Vehicle dealer licenses are another measure the states use to protect consumers.Licensed dealers are bound and regulated by state law,and thus the consumer has recourse in the event of malfeasanceSection 3 Automotive Marketing and ServiceSection 3 Automotive Market
