Introduction to Sales Promotion.pptVIP

Unit 5 Sales Promotion Promotion 1. Promotion 促销 1 一词来自拉丁语，原意是“前进” 2 用在销售商品上，意思是：把企业的产品及服务，向客户进行宣传报道，以激发其购买行为，从而扩大产品的销售。 2 . 促销活动的主要任务在于：传递信息。 The Purpose of Writing Sales Letters to expand business by selling a particular kind of goods or service to selected types of customers. persuade the readers to buy what you are trying to sell. reviver:振兴信 follow-up letter:随访信 促销信（Sales Promotion Letters : 企业在其促销活动中广泛使用的一种宣传方式。特别是，当一种产品进入市场前后，企业为了使更多的客户了解该产品，向批发商、零售商或工业产品的最终用户寄送促销信或目录、样本，传送最新信息，帮助他们了解和认识本企业的产品或劳务能给他们带来的实际利益，引起客户的注意和兴趣，激发他们的购买欲望，促进他们采取购买行为。 2.How to write a good sales letter 1 Dealer--wholesaler--retailer--end-users 销售商—批发商—零售商—最终消费者 2 In order to achieve your final aims, we might as well adopt the so-called “AIDA” principle, that is: ◆ Catch the potential buyers Attention 注意 by introducing your product. ◆ Arouse their Interest 兴趣 by comparing the similar products. ◆ Stimulate their Desire 需求 by offering fashionable terms. ◆ Induce them to take Action 行动 of purchase your product. Notice Keep the sentences short under 30 seconds less than 20 seconds even better so your letter will never require more than one side of paper. The less words the better. Generally three short paragraphs of “body-copy” suffice. Outline 一、Sales Letter 1 Solicited sales letter replies to enquiry letters （征求销售函） 2 Unsolicited sales letter to gather facts about your product or service （销售邀约函） 二、 Reviver Letter （振兴信）：主要介绍本公司的进步 三、 Follow-up Letter （随访信）：私人化 In foreign trade communcation,besides business letters concerning establishment of business relations and negotiations, etc., there is, however, another type of letter, which is known as a “ Sales Letter”. Its purpose is to expand business, to persuade the reader namely the buyer to buy what the sellers are able to supply. （一）Solicited sales letter 征求销售函 an answer to an enquiry （二）Unsolicited sales letter 销售邀约函 to gather facts about your product or service to identify several