Revisado por los editores
de Gestión 2000

Introducción

El mundo de los negocios es apasionante. Además de un modo muy interesante de ganarte la vida, te ofrece un amplio abanico de oportunidades y desafíos personales, así como la posibilidad de conocer a mucha gente y, seguramente, también la de viajar a otras ciudades y países. Como ves, te brinda muchas cosas, pero también te exige otras.

Entre esas exigencias está la de hacer bien tu trabajo, como ya pudiste ver en Business English para Dummies, y esto supone tener un trato exquisito con los clientes: ofrecerles precios ventajosos para cerrar la venta en condiciones favorables para ambas partes, saber leer sus necesidades para convencerlos de que salen ganando si aceptan tu oferta, conseguir que una toma de decisiones favorable a los clientes sea también beneficiosa para los intereses de la empresa, manejar los departamentos de ventas en tu país y el extranjero, servir un producto óptimo y a salvo de imitaciones, y fijarse objetivos razonables. Tan importante como captar nuevos clientes es recuperarlos y fidelizarlos, aprender de ellos, y muchas cosas más que irás aprendiendo a medida que avances en la lectura de este libro.

Pero además hay un elemento totalmente imprescindible para todo aquel que quiera dedicarse a los negocios: saber inglés y, por lo tanto, conocer y dominar toda la jerga particular del mundo empresarial en esta lengua. Por esa razón el contenido de este libro está escrito íntegramente en inglés.

Así pues, no sólo vas a aprender los mejores consejos y técnicas sobre ventas o sobre el trato con los clientes, sino que además lo harás en el idioma internacional de los negocios, el inglés. Puedes estar seguro de que después de leer este libro (y Business English para Dummies) te habrás convertido en un auténtico o una auténtica business (wo)man.

Acerca de este libro

Este libro está dirigido a todas aquellas personas que cumplan los siguientes dos requisitos: primero, querer adentrarse en la “cocina” del mundo de los negocios, conocer detalles sobre técnicas de venta, ganar nuevos clientes o abrir una franquicia en el extranjero, entre otras muchas cuestiones; y segundo, querer aprender todo esto en inglés, la lengua que van a necesitar para aplicar esos conocimientos.

Muchas de las estrategias y las técnicas que encontrarás en estas páginas pueden ayudarte a rendir mejor como miembro de un equipo de ventas o como gestor de una empresa. Lo que te ofrece este libro es una guía práctica para lograr que tu equipo de ventas o tu empresa obtengan buenos resultados, un buen recurso para afrontar ese gran desafío.

El contenido de este libro se ha elaborado a partir de una serie de entrevistas realizadas a distintos directivos, jefes de ventas y otros profesionales de varias empresas internacionales. Este procedimiento garantiza que la información reflejada esté avalada por el conocimiento y la experiencia de estos expertos.

No es éste un manual de capítulos tediosos que tendrás ir leyendo página a página. More business English para Dummies es una experiencia distinta e innovadora. Tú marcarás tu ritmo de aprendizaje leyendo cuanto desees y en el orden que quieras. Recuerda que puedes saltar de un capítulo a otro, o de una sección a otra, y detenerte donde más te interese.

Convenciones usadas en este libro

Con el fin de facilitar la lectura de este libro, se ha establecido la siguiente convención:

Se han marcado con negrita y cursiva todas aquellas palabras de difícil comprensión o que pertenecen a la jerga propia del mundo de los negocios. Podrás consultar su significado (descrito también en inglés) al final de cada sección, en el apartado “Palabras para recordar”.

Asimismo, y por si hay algún término que no quede del todo claro, al final del libro encontrarás un pequeño vocabulario inglés-español que te ayudará a resolver cualquier duda.

También te hemos incluido un glosario que además de aclararte términos te puede servir para aprender sinónimos y ampliar tu vocabulario.

La puntuación y la ortografía son parte del idioma, y como antes o después hay que escribir, es conveniente prestar atención a esos aspectos y ser consciente de que igual que las palabras cambian entre idiomas, las normas y los usos de la puntuación también lo hacen. Por lo que respecta a la puntuación, el idioma inglés se rige por varias tradiciones, que, en términos generales, pueden encuadrarse en dos escuelas: la estadounidense y la británica. Habida cuenta que el inglés de los negocios irradia, mayoritariamente, desde Estados Unidos, en este libro se sigue esa tradición; los rasgos principales diferentes de la tradición británica son el uso masivo de la coma y la colocación de comas y puntos dentro de las comillas y los paréntesis.

¿Quién eres tú?

Para escribir este libro tuvimos que suponer ciertas cosas acerca de ti y sobre lo que podrías esperar de un libro titulado Business English para Dummies. Estas son algunas de nuestras hipótesis:

Te dedicas al mundo de los negocios, dominas el inglés, y quieres reforzar o ampliar tus conocimientos a partir de la experiencia de los grandes profesionales que nos han ayudado a realizar este libro.

Te dedicas al mundo de los negocios de ámbito internacional y, aunque reforzar tus conocimientos nunca viene mal, lo que deseas sobre todo es potenciar tu nivel de inglés orientado al mundo empresarial.

Aunque dominas el inglés, sabes muy poco sobre negocios. A pesar de eso, te encantaría adentrarte en ese mundo aprendiendo algunos de sus secretos y trucos.

Conoces el título Coaching para Dummies y despertó tu curiosidad.

Si te ves reflejado en alguna de estas situaciones, no hay duda: ¡has encontrado el libro perfecto!

Iconos usados en este libro

A lo largo del libro verás unos pequeños iconos en los márgenes. Con ellos pretendemos llamar tu atención de manera especial. Los ponemos en inglés para que te familiarices con el idioma. Significan lo siguiente:

Este icono destaca ideas prácticas y consejos que pueden ayudarte en el mundo de los negocios.

Este icono sirve como recordatorio para que no olvides información importante.

Usamos este icono para alertarte sobre posibles peligros o escollos y para advertirte sobre errores que debes evitar.

Este icono destaca el resultado de la aplicación de la estrategia o de la política empresarial que se esté explicando en ese momento.

¿Y ahora qué?

No tienes por qué leer este libro de principio a fin; léelo a tu gusto. Puedes empezar por el capítulo 1 e ir avanzando o, si lo prefieres, puedes echarle una ojeada al sumario y sumergirte directamente en aquellos capítulos o apartados que más te interesen.

Capítulo 1

Reuniones y negociaciones

En este capítulo

Fijar el precio en una negociación

El valor añadido del producto

Acelerar la toma de decisiones

Cerrar la venta

Uno de los aspectos fundamentales de toda reunión de negocios, capaz de paralizar acuerdos ventajosos para ambas partes, es la fijación del precio del servicio. Hay que evitar malentendidos idiomáticos al abordar esta cuestión, ya que del buen entendimiento entre las partes puede depender el que se cierre o no una venta. Por todo ello hay que saber transmitirle al cliente en qué consiste la política de precios de la empresa, así como los beneficios que éste puede obtener aunque pague por el producto más de lo que había pensado.

Un buen vendedor tiene que saber transmitir en qué estriba el valor añadido de su producto (ya sea éste emocional, material o de resultado), así como marcar los tiempos de la negociación para acelerarla en el momento adecuado y, de este modo, evitar contratiempos.

Con todo esto aprenderás a valorar tu tiempo y el de tu cliente. ¡Buena venta, pues!

Do not be afraid of price negotiations

Negotiating the price is part of the daily business for salespeople. That is why it is imperative that salespeople always prepare well for price discussions and do not lapse into a monotonous routine.

Many salespeople are uncomfortable discussing prices. They are afraid of losing a deal and reluctantly give rebates when in doubt, although it might not have been necessary. This can be avoided if sales representatives make clear to themselves the most important principles for discussing and negotiating prices:

In most of the cases, the price plays an essential role but is certainly not the sole criterion on which the customer bases his decision.

Even a steep price may not be a disadvantage, especially when it is “sold” accordingly to the customer. For it is undoubtedly clear that superb quality has its price – cheap products would, if anything, make the customer suspicious.

Also a decisive factor is the motivation that prompts a customer to desire a particular product: If it aids him in an emergency of some sort because, for example, he needs a solution practically “over night,” the benefit he derives from the product will outweigh the price.

Customers are more likely to demand a rebate after they have already decided to purchase a product. Especially when the customer has a very particular conception of the product and is agreeable towards the offer in every detail, this indicates that he is ready to purchase regardless.

Since customers usually set a price limit for themselves and keep it visually present in their minds, salespeople should do the same and concretely determine how far they can go. It should be the uppermost goal to adhere to the original price, however.

The more transparent the price is, the less leeway the customer has for levelling it down. That is why it makes sense to elucidate the components which make up the price, for example, expenses for research and development, production/manufacturing, material, machinery, labour time (particularly for specialists) and so forth.

The customer himself needs good arguments for “selling” a high-priced product to his company or rather for selling it to his own customers. Therefore, many customers appreciate it greatly if the sales representative prepares them for this situation and accompanies and supports them during their own presentation.

Communicate the price properly

Salespeople also have to be able to “sell” a product’s price with their personality, their demeanour, and their body language. Some important rules:

Stick by your products’ pricing. If you start being apologetic (“I haven’t made up these prices”), it will ring hollow. The customer realises that the salesperson does not completely stand behind the product he is selling. This will make it easy to corner him.

Do not regard discussions about price or requests for rebates as something unpleasant. Instead, consider it as something entirely normal that is simply part of your trade. Make it an objective to feel completely at ease when discussing prices with customers.

Make yourself realise that a self-assured and steadfast salesperson, who does not let himself be unsettled or cajoled into something, will impress his customers. You win respect when you stay polite and friendly, yet remain unresponsive to excessive demands.

Never let yourself be coerced into a confrontation, always remain friendly. Even if you are annoyed with a customer, try to give a disarming smile. This will automatically make you come across as more comfortable, relaxed, and competent. You can gain time by first responding to a customer demand with a smile.

Sink deep into your memory never ever to make a concession on a price rebate straight away. Allow yourself a pause to think. If your pause takes too long, some customers may start to feel uneasy and realise that their demand was excessive. Pauses like these are often more effective than immediately saying “no.”

Palabras para recordar

to not be afraid of something: to not be fearful of or nervous about something

imperative: very important, crucial, necessary, indispensable, vital

to not lapse into: to not slide, slip, submerge, or drift into

reluctantly: unwillingly, half-heartedly, grudgingly, unenthusiastically

when in doubt: when undecided, uncertain, unsure, or doubtful

sole: only, single, one and only, solitary

steep: high, expensive, costly

accordingly: appropriately, correspondingly, properly, suitably

superb: excellent, first-rate, first-class

to make someone suspicious: to cause someone to become doubtful, unsure, sceptical, wary, or leery

decisive: deciding, determining, critical

to prompt: to cause, to induce, to incite, to impel, to encourage, to provoke

to desire: to want, to wish for, to long for, to set one’s heart on

particular: specific, individual

to aid: to help, to support, to serve

to derive from: to get, receive, acquire, obtain, or gain from

to outweigh: to be more important than, to take precedence over

to be agreeable towards: to consent to, to accept, to approve of, to assent to

to indicate: to be a sign, to signify, to show, to reveal, to imply

regardless: at any rate, in any case, anyhow, no matter what

to adhere to: to stick to, to stay with, to remain with, to not swerve from

leeway: room to manoeuvre, room to operate, elbowroom, freedom, flexibility

to level the price down: to beat down, knock down, or cut the cost

to elucidate: to explain, to make clear, to clarify, to reveal

to appreciate something greatly: to be very thankful or grateful for something

demeanour: manner, conduct, behaviour

apologetic: remorseful, contrite, regretful

to ring hollow: to not seem credible, authentic, genuine, or convincing

to corner someone: to trap someone, to pin someone down, to back someone into a corner

to be cajoled into something: to be wheedled or coaxed into something

to remain unresponsive to something: to stay indifferent or impassive to something

to coerce: to force, to pressure, to bully

disarming smile: charming, persuasive, or winning beam

to sink deep into one’s memory: to learn by heart, to commit to one’s memory

Benefit beats price

Sales people, who focus their presentation strictly on customer benefit, don’t need to fear price objections Alfred A., a sales representative for an outside supplier from Essen, had no explanation for a phenomenon he was experiencing, “I noticed that customers started coming up with price objections just as I was giving a detailed explanation of the product advantages.” But as soon as a customer told him openly, “That may all be fine and dandy, but what do I get out of it?,” the truth dawned on him. “I realised that I had disregarded, one crucial step: to explain to the customer how he can benefit from the product.”

This experience prompted the sales representative to reassess his sales argument, “Now I’m no longer content just knowing what the product can do but I think about how it can benefit the customer.” Alfred A. encountered a basic problem that his colleagues were also confronted with, “When we were introduced to the latest products, we always received a lot of information from our company, which, for the most part, consisted of technical papers and data sheets. Even we had difficulty in figuring them out.”

In-house workshops

Alfred A. and his colleagues approached their sales manager about this problem. “We made it clear that we are much too fixated on the product features which really puts customers off” reports the sales representative. “Then we sat down together in workshops and figured out what to improve and how to go about it.”

Alfred A. is very pleased with the results, “We were determined to get to the bottom of the matter: What do our customers want? Where do they have problems? What is it that will benefit them?”

During the workshop it became clear to the sales representatives that often the most obvious things are important to the customer and that there is much he’s just not interested in, “If I read all the technical data to the customer, he’ll forget them quickly. But if I tell him that this product is suited for a number of purposes and that it saves him time and costs – then the customer really knows what benefit he gets if he buys.”

Palabras para recordar

to fear: to worry about, to dread, to be afraid of

that may all be fine and dandy: that may be quite alright, satisfactory, or acceptable

what do I get out of it: how do I profit or benefit from it

the truth dawned on him: reality struck or occurred to him

to disregard: to ignore, to forget about, to overlook, to turn a blind eye to

crucial: important, essential, decisive, key

to prompt: to induce, to motivate, to cause, to encourage

to reassess: to re-examine, to re-evaluate, to reconsider, to have another look at

to no longer be content: to not be satisfied or comfortable any longer

to encounter: to come across or upon

to consist of: to be made up of, to contain, to include, to comprise

paper: treatise, study, report, analysis

to figure something out: to understand or comprehend something

to approach: to come up to, to talk to, to speak to

to put someone off: to discourage, dissuade, dishearten, or repel someone

to be determined: to be resolved, set, or intent

obvious: apparent, visible, noticeable

to be suited for something: to be appropriate, apt, or fitting for something

purpose: use, function, task

to emphasise: to call attention to, to highlight, to accentuate, to underline

trap: snare, net, deception

to be applied: to be used, employed, utilised, or operated

to derive: to get, to gain, to obtain

device: tool, utensil, instrument

maintenance: servicing, overhaul, check

to gain: to win, to acquire, to obtain, to build up

Emphasise the customer benefit

According to Dr. Irene Glockner-HoIme, a sales expert from Stadtbergen, “It’s easy to walk into the ‘benefit trap’ and talk about the product advantages instead of the benefit it provides to the customer.” She explains that a product is not beneficial per se. Only if the product is applied correctly, the customer derives an advantage from it. This advantage is the customer benefit and it should be emphasised clearly. Here are some examples:

The product benefit of an innovative measuring device for production lies in even more precise measuring. The customer benefit, however, lies in the decrease of the production costs.

The product benefit of a navigation system lies in being guided automatically to your destination. The customer benefit lies in arriving relaxed and safe at your destination.

The product benefit of automatic machine maintenance lies in not having to take care of anything. The customer benefit lies in, for example, increased safety and time gained.

The magic word is value

Always mention the value. Only talk about the price if you really have to. Always focus your presentation on the value of your product or service. Keep in mind that the perceived value may be completely different from one customer to the next.

The following examples serve to make you aware of a product’s varied values and to have the appropriate argumentation ready when you need it.

Emotional value

Even though emotional value is subjective, it does play a vital role in the buying decision.

Emotional value may consist of:

owning something that not everyone has or is able to afford

rewarding oneself for something

giving recognition to oneself

taking a liking to something

expressing one’s individuality and personality.

In this instance, the added value lies, above all, in a personal, subjective gain. Positive self-image, prestige, recognition, and greater self-esteem are also part of this gain.

Material value

In some cases, material value can be substantiated by numbers. For example, a slight decrease in value or a high resale value of machines or durable consumer goods can be documented. Preservation of value because of a product’s low tendency to break down or very little wear and tear is also considered a material (added) value.

Some products may even provide an increase in value. These may be, for example, rare, limited products with collector’s value that may fetch high prices.

Just the same, the material preservation of value may be the result of a measure or investment, for example, the refurbishing of a building.

Resulting value

Added value may also be created by the product’s use. Production and product quality, for instance, can be greatly improved by using a modern machine. In this way the products, manufactured by the customer company, increase in value.

The following points may also constitute added value:

quicker and more efficient manufacturing

cost savings, for example, personnel costs

increase in delivery speed

reduction of storage costs because of just-in time delivery

Asking specific questions

By using a specific questioning technique, you may induce customers to come up with their own arguments in favour of making a purchase. At the same time, you’ll be able to find out what the customer thinks is the greatest added value of a product or service.

Following are some examples of questions you could ask:

What bothers you most with…?

What has kept you, so far, from searching for a solution for…?

Why do you prefer to work with… rather than with…?

What is/has been the biggest problem in regard to…?

What would be the worst case scenario if you think about…?

If you think about… or…, which do you like more, which is more trustworthy? etc.

Splitting up the price

A product appears more valuable if you explain the individual components that make up the price. This is not about giving the customer a calculation example but to make it clear to him just how many individual benefits and features he is getting.

It is important not merely to mention specific characteristics, but all features, even if they meanwhile have become standard features.

You may handle this situation as follows:

If they are standard features, use phrases such as “Of course,… is included, too,” “Naturally, the product also features…,” etc.

Accentuate fully included auxiliary services by saying “standard” or “even standard.”

Call special features, which the customer normally does not expect or only gets for a surcharge, “a highpoint,” “an outstanding service,” or “a special advantage.”

“You deserve it”

As every salesperson knows, if a customer buys very expensive products for himself, the emotional, rather than the rational, reasons count. Still, many customers look for justification to explain their decision to themselves and to others. In this situation, you may use phrases that flatter the customer’s ego. Some examples: “You’ve accomplished so much, you’re entitled to it,” “You’re worthy of it,” “You deserve that.”

Palabras para recordar

to mention: to talk about, to point out, to state, to bring up, to refer to

to keep in mind: to remember, to not forget, to take into consideration

perceived: sensed, felt

to make one aware of something: to make one conscious of or open one’s eyes to something

varied: diverse, assorted, miscellaneous, diversified

appropriate: right, correct, proper, apt

vital: very important, essential, imperative, crucial, central

consist of: involve, be made up of, include, embody, incorporate

to be able to afford something: to have the funds for, manage to pay for, or find the money for something

to reward oneself for something: to give oneself a present for something

recognition: acknowledgement, appreciation, applause

to take a liking to something: to take pleasure in or enjoy something

to express: to demonstrate, to communicate, to exhibit, to indicate

instance: case, example, case in point

gain: benefit, advantage, reward, profit

self-esteem: self-worth, sense of worth, pride in oneself, faith in oneself

substantiated by: supported, validated, verified, proven, or backed up by

slight: small, minor, little

resale value: worth of something being sold again

durable consumer goods: long-lasting, hard-wearing, or strong end-user commodities

preservation of value: maintenance, continuation, upholding, keeping of worth

low tendency to break down: slight inclination or propensity to stop working

wear and tear: signs of use, friction, deterioration, damage, or erosion

rare: unusual, uncommon, out of the ordinary, exceptional

collector’s value: saver’s or accumulator’s worth

to fetch: to sell for, to go for, to bring in, to yield

refurbishing: renovating, restoring, revamping, overhauling, making over

may be created by: may be produced or generated by, may be a result of

to constitute: to represent, to amount to, to add up to, to signify

storage costs: warehouse or stockroom expenses

to induce someone to do something: to cause, get, or prompt someone to do something

in favour of: for, pro, in support of, on behalf of

to bother: to disturb, to worry, to concern, to perturb, to trouble, to disconcert

rather than with: instead with, more readily than with

worst case scenario: most terrible, awful, or unpleasant future situation

trustworthy: dependable, reliable

to appear: to seem, to give the impression of being

merely: just, only, simply

to accentuate: to emphasise, to highlight, to underline, to stress

for a surcharge: for an additional price, for extra cost

outstanding: exceptional, terrific, excellent, great

you deserve it: you earn it, you have a right to have it

to count: to matter, to be of consequence, to be of account, to make a difference

justification: good reason, explanation, rationalisation

to flatter: to butter up, to soft-soap, to play up to

to accomplish: to achieve, to succeed in, to get done, to pull off

you are entitled to it: you are worthy of or qualified for it

How to recognise buying signals

Many a business deal has fallen through because the salesperson didn’t recognise the customer’s buying signals.

To sales representative Peter W. from Hannover, a buying signal is already given if the customer is basically willing to look for a product or a solution. However, such an initial buying signal is not yet related to a specific brand or provider. “It merely demonstrates that the customer has recognised his requirements and is very determined to meet them,” says the sales representative.

If it is obvious that the customer wants to buy, it would be a mistake to still try to convince him of the general necessity. At worst, you may get the opposite effect if you do so, “The customer starts to reconsider everything and is beginning to have doubts whether the purchase is really necessary,” explains Peter W.

On the other hand, you can not automatically assume that prospective customers, who schedule an initial appointment or who even initiate contact, are really ready to buy. Peter W. gives an example, “Some customers start early on to collect information about possible solutions, even if the award of contract date is still a long way off.” Also, it happens that prospects consult the sales representative in order to find out if a purchase is worthwhile for them or if it would be better to wait until new developments come on the market. “In this case, of course, you carry the risk of advising the customer free of charge and at the end you come away empty-handed,” says Peter W. Therefore, he always steers the prospect toward his own offer, “You should not provide too much general information but you should always establish a connection to your product.”

Watch for clues

The biggest challenge is to recognise in time when the customer has made a decision in favour of your offer. “You can find that out but watching for clear signs or by asking the customer,” says Peter W.

The customer is ready to buy if he intently concerns himself with the sales representative’s offer and, on his own, lists the advantages. “It’s always a good sign if the customer has invested a lot of time in doing so,” explains Peter W. Even the question about making a price concession is a distinct buying signal. In Peter W.’s experience, this question is usually asked at the close, when the customer has already made the decision and now tries to gain further advantages.

If the customer doesn’t provide any clear signals, it helps to ask him questions. It goes without saying for Peter W. to ask the customer which other suppliers he is in contact with, “It doesn’t make any difference what the customer’s reaction is: You can always draw your conclusions. If he is evasive, it is obvious that he compares offers, and if he says ‘no’ you usually notice if this is true or not.” Definite clues are also if the customer feels clearly uneasy, makes a face or tries hard to keep a certain look on his face.

“Grab it” straightaway

If the customer provides clear buying signals (“Well, everything is alright then,” “Yes, that’s how we’ll do it,” etc.) you have to “seize the opportunity immediately,” says Peter W. In this case, the biggest problem for him is that he, as a sales representative, is sometimes “programmed” differently. “One assumes that one still has to make this or another sales argument or one reckons that there is going to be an objection. If there is none, one is so dumbfounded that the customer’s quick decision seems suspicious.” However, reactions such as “That was quite a quick decision – it’s not a problem if you think it over till tomorrow,” are a no-no for Peter W. “That may only happen to you if you’re a beginner,” he says. Sometimes, though, Peter W. has to restrain himself from following up with more sales arguments.

Palabras para recordar

to recognise: to identify, to make out, to spot, to detect, to pinpoint

to fall through: to come to nothing, to fail to happen, to not come off, to fall flat

related to: connected with, linked to, associated with, affiliated with

brand: make, product, trade name, trademark, brand name

merely: only, simply, just, purely

to be very determined: to be enormously set, bent, or intent

to meet: to fulfil, to satisfy, to fill

obvious: clear, evident, noticeable, apparent, perceptible

mistake: blunder, inaccuracy, miscalculation, slip-up

to reconsider: to rethink, to go back over, to re-evaluate, to reassess, to have second thoughts about

doubts: a lack of confidence or faith, uneasiness, apprehension, misgivings

to assume: to take for granted, to presuppose, to believe, to imagine

award of contract: contract award process, placing of orders

to come away empty-handed: to miss out, to fail to benefit, to lose out

clue: sign, hint, evidence, indication, pointer

in favour of: for, pro, in support of, on the side of, giving backing to

to intently concern oneself with: to be very interested in or involved with

distinct: clear, unmistakeable, definite, recognisable, palpable, noticeable, plain

to gain: to get, to win, to secure, to obtain, to capture, to pick up, to procure

to go without saying: to be a given, to be a normal thing, to be completely natural

to draw one’s conclusions: to come to a deduction, assumption, presumption, or inference

to be evasive: to be hard to pin down, vague, equivocal, or indirect

to feel uneasy: to feel tense, ill at ease, anxious, apprehensive, uncomfortable, or edgy

to make a face: to grimace, to frown, to have a distorted expression, to scowl

grab it straightaway: seize the opportunity immediately, at once, right away, or without delay

to reckon: to be of the opinion, to believe, to suppose, to surmise, to deem

to be so dumbfounded: to be so flab-bergasted, astonished, astounded, taken aback, or stunned

to seem suspicious: to appear to be dubious, to give the impression of being suspect

to be a no-no for someone: to be a taboo, unmentionable, banned, or prohibited for someone

to restrain oneself: to hold back, keep back, contain, or hinder oneself

Speeding up decision-making processes

There are customers who try to feed a salesperson’s hopes with vague and meaningless phrases. Real pros don’t let themselves be put off by this sort of behaviour.

“We’ll get back with you when we’ve made a decision.” – Sales representatives, who let themselves in for such “arrangements,” might as well forget about closing the sale, Kevin G., a sales representative from Bonn makes clear. Even if the customer explains why he needs more time, Kevin G. knows that a lot can crop up during this period. It happened to him once during a phase of non-communication that a competitor aggressively approached the customer and got the bid, “because he was virtually ubiquitous.”

The danger in having time to think it over

Kevin G. learned a great deal from this experience and took the necessary steps, “It’s often a matter of misconceived politeness to restrain oneself and give the customer time to think about buying. Doing so is very dangerous; you should always try to be present when the customer makes his decision.”

Although he may come across as pushy to some customers, Kevin G. abides by the motto, “Better one contact too many than not enough.” While the sales representative initially shows understanding for the customer’s request for time, he will nevertheless contact him during this phase, “Then, it becomes obvious right away whether the customer really concerned himself with the decision or whether he hadn’t given it another thought.”

Stick to your guns

It is useful in both cases to follow up consistently, “I see it as a clear promise when a customer assures me that he will contact me within the next two weeks. If I call him at the beginning of the second week, he realises that I take him at his word. He feels more obligated and there is a greater chance that now he will really go into my offer,” says Kevin G. “On the other hand if you contact the customer after the two weeks are over, he may find excuses why he hasn’t looked into the offer. Now you have to take a new run at it, set a new deadline, etc.”

Offer support

“I have to communicate with the customer exactly at the point when he’s right in the middle of the decision-making process, because this is a time when doubts may come up,” explains Kevin G. “During the first presentation, the customer usually has not reached the point where he realises the full extent of his decision. Actually, the most critical phase comes afterwards and that’s exactly when I need to be there for him to give him the best possible support.” There is another reason why this phase is important: The customer seeks advice from a number of people who cannot, in every case, be influenced by the sales representative. “It’s relatively easy to identify the co-decision makers in the customer’s company. However, it gets difficult if he looks for guidance among his friends, acquaintances, and colleagues, for example at the ‘notorious’ golf club,” says Kevin G. “At such a place the customer is influenced by a variety of people and it is quite possible that he suddenly changes his mind or drags out the decision.”

In this situation, the best way, too, is “to hang on,” as the sales representative calls it, in order not to allow the customer any “way out.” Kevin G. explains, “If the customer tells me that he needs two days, I contact him at the end of the second day. If he still needs to clarify something, I inquire what it is and whom the customer will consult. It is my goal, of course, to help him realise that it’s best that I be present during that discussion.”

Palabras para recordar

to speed up: to accelerate, to hurry up

to feed someone’s hopes: to make empty promises to someone

meaningless: valueless, empty, futile

to not let oneself be put off: to not let oneself be turned away or brushed off

to let oneself in for something: to get involved or caught up in something

to crop up: to happen, to occur, to come to pass, to arise

to approach: to make advances to, to proposition, to solicit

to get the bid: to win the contract

to be virtually ubiquitous: to be practically ever-present or omnipresent

misconceived: imagined, misinterpreted, misunderstood

to restrain oneself: to hold oneself back, to keep oneself in check

to come across as pushy: to be perceived as aggressive or forceful

to abide by: to follow, to keep to

nevertheless: all the same, just the same, in any event, nonetheless

to concern oneself with something: to busy oneself with or devote one’s time to something

to stick to one’s guns: to remain firm, resolute, determined, or unwavering

to assure: to give one’s word to

to feel more obligated: to feel more compelled, obliged, or duty-bound

to go into something: to tackle, deal with, or apply oneself to something

to take a new run at it: to try again, to have another go at it

deadline: time limit, cut-off-date, target

doubts: misgivings, qualms, uncertainties, uneasiness, apprehension

the full extent: the complete scale, degree, or magnitude

to seek advice from: to consult with

notorious: legendary, famous, renowned

to drag out: to protract, to draw out

to hang on: to hold out, to stay close

way out: possibility for escape

Ready to close the sale?

Whenever a customer is ready to make the buying decision, he will reveal it to the salesperson – provided he has been asked the right questions.

“Yes, our old copy machine is prone to breaking down.” To Rank Xerox sales representative Allan G., this sentence, uttered during a sales talk, was a revelation: The customer had already made up his mind to buy. Now, it was just a matter of working out the delivery details.

The American company, Rank Xerox, had more than 12 000 of their sales representatives’ sales talks evaluated in order to determine at what point the customer makes his decision to buy. It was important to this global corporation to become aware of this fact because they knew from experience: If the sales representative moves to the closing phase too early or too late, chances for making the sale are reduced considerably.

If a sales representative is overly zealous, he provokes a negative reaction because the customer may still entertain considerable doubt. However, if he misses the appropriate moment to ask the closing question and instead inundates the customer with further arguments, he even risks that the customer may ask himself, “What’s wrong here that he’s trying so hard to convince me?”

Asking the right questions at the right moment

While evaluating the study, the Rank Xerox sales managers came to an interesting conclusion: At any time during the sales talk, sales representatives are able to find out if their customers are ready for the closing. All it takes is asking the right questions.

Allan G., whose sales strategy was also analysed in the study, takes his time until he asks these “right questions:” “As long as my customers reply ‘yes, but’ to each of my answers and keep coming up with a counter argument for each of my arguments, it’s clearly too soon to ask them.”

The right time has come when all of the customer’s objections have been resolved by giving the right answers.

Then, it is just a matter of asking the right questions, for example, “Your old machine seems prone to breaking down. How frequently does that happen?”

If the customer replies “… actually, it has not failed us yet,” Allan G. changes the subject and proceeds to ask another question to test the customer’s readiness to close, “If you compare your machine to state-of-theart models, buying toner cartridges runs into a lot of money, doesn’t it? How high are your office supply costs?”

If the customer’s reply shows that he still hasn’t developed a concrete buying need, Allan G. broaches a new subject, which may lead to the closing question, “These old copy machines allow you to print in black and white only. And if you compare the printed impression with those of modern machines … What do you do if you want to copy advertising brochures?”

If the customer now reacts with a suitable answer, (“That’s true, for such tasks we always have to use a copy shop.”) then Allan G. follows up with a whole series of questions, which are steering him towards the closing, “The copy shops are not exactly cheap. How much money do you spend there per month?” – “It surely costs you a lot of time to take the material there and pick it up again. How long does it take your associate to get to the copy shop and back?” – “How much time does it take your copy shop to carry out your order?”

If the customer’s answers show how very dissatisfied he is with his current situation, Allan G. asks the all important closing question, “Then it would be much quicker and cheaper if you could do such print work on your own copier. If you were able to save 20 % of your printing costs, would that be a reason for you to substitute your old black and white copy machine for an efficient colour copier?”

If Allan G. is dealing with especially sceptical customers, he uses “closed” questions exclusively, which the customer can only answer with “yes” or “no.” Examples: “With your old copy machine, one copy costs … cents, with a new one only … cents. Isn’t that a considerable difference?” – “Isn’t it aggravating that your copy machine breaks down regularly?” – “The repair costs are surely running high?”

The basic idea behind this procedure: Each “yes” from the customer brings the sales representative nearer to his final closing question. Then, it’s only a formality for the customer to say “yes” and sign the order.

Palabras para recordar

to reveal: to impart, to communicate, to disclose, to divulge

provided: as long as, on the condition that, on the assumption that

to be prone to breaking down: to be likely, disposed, or predisposed to stop working

to utter: to say, to speak, to express, to voice, to state

a revelation: an eye-opener, a realisation

to make up one’s mind to do something: to come to a decision or reach a conclusion to do something

to determine: to find out, to discover, to learn, to establish, to ascertain

to become aware of something: to know, to be informed of or in the know about something

they knew from experience: they had learned or realised from previous incidents

considerably: significantly, very much, a great deal, substantially

to be overly zealous: to be too hasty, eager, keen, intense, or forceful

to provoke: to evoke, to cause, to give rise to, to elicit, to induce

to entertain considerable doubt: to harbour scepticism, uneasiness, apprehension, or distrust

appropriate: suitable, proper, right, apt, pertinent, opportune

to inundate: to overwhelm, to swamp, to overburden, to bog down

to convince: to persuade, to prevail upon, to sway, to coerce

to come to an interesting conclusion: to learn of a compelling result or outcome

to take one’s time: to proceed

resolved: answered, sorted out, cleared up

it has not failed us yet: it has not let us down or disappointed us so far

state-of-the-art: up to date, modern, advanced

cartridge: cassette, container

to run into a lot of money: to be quite expensive or costly

office supply costs: expenses for place of work resources

to broach: to bring up, to introduce, to raise, to mention, to open

printed impression: print image, printed design

associate: colleague, fellow worker, co-worker, employee, member of staff

to steer: to guide, to manoeuvre, to lead, to directassociate: assistant, staff member

to carry out: to fulfil, to complete, to execute, to finish

to substitute for: to replace with, to exchange for, to use instead of, to switch with

exclusively: solely, only

aggravating: frustrating, irritating, annoying, getting on one’s nerves

Capítulo 2

Trabajo en equipo y gestión

En este capítulo

Agilizar el proceso de venta

Fijar objetivos e instrumentos de control

Medir el éxito de una venta

Mantener el contacto con el cliente

Un buen vendedor debe trabajar en función de las necesidades de sus clientes potenciales. El proceso de venta determina en buena medida el funcionamiento interno de la empresa y la producción. Para que la venta se realice con mayor agilidad hay que saber detectar errores, fijar objetivos y establecer medidas de control sobre todo el proceso productivo.

Todo ello tiene un objetivo: fidelizar al cliente. Sólo hablaremos de una venta exitosa cuando aumente el porcentaje de ventas y, además, tengamos un cliente satisfecho. Si eres capaz de ver más allá de la primera venta, ¡enhorabuena! Habrás hecho un cliente para toda la vida.

Market-oriented variant management

Customers want a multifaceted selection of products. But a large product range also raises costs.

“The customer can have any colour he wants so long as it’s black” was Henry Ford’s legendary quote when he brought his “Model T” on the market in 1913. Today, in the age of mass customisation, there are virtually no technical limits for the richness in variance of a product. The boundaries, however, lie in the cost, as corporate consultants Bettina Zimmermann and Sebastian Hohenfeld of Kucher & Partner in Munich explain: “Customers indeed wish for a large number of differentiated products. But generally, they are not willing to pay for extras.”

So variance is turning into a heavy cost factor, the corporate consultants illustrate by using the example of a parts manufacturer in southern Germany, “Within eight years, the product mix depth has quadrupled. And every parts variance, in its initial creation, is ref lected in the budget with 5000 Euros, in addition to higher storage costs and expenses for tied up capital.”

The solution to this uncontrolled growth of product lines was, until now, standardisation and same parts management. But it is also possible to control product line development via sales measures: “It is important for the sales manager to become aware of the point at which the costumer’s benefit and the cost of a product variant correlate in a reasonable manner,” explain the consultants.

For that purpose, an appropriate instrument for analysis is necessary to find out to what extent the budget complies with the customers’ demands. Bettina Zimmermann and Sebastian Hohenfeld state, as an example, the range of product offers for car interiors: individually adjustable back seats create relatively high costs for the manufacturer, but offer only a relatively small additional benefit to the customer. That is why it can be neglected as a variant in the offer.

The sales managers find out how high the customers’ benefit is with the help of the so-called “conjoint measurement”, the key question being: “If the customer has a special wish, how much money is he willing to pay to have it fulfilled?” The reckoning: If the client shows a low willingness to pay, the need is low.

Three essential starting points

In this variant management, there are three starting points: Right at the product launch, only such variants should be offered that the sales department labels as decisive for success: “It is not about the technically doable, but about what the customer needs and what could influence his buying decision,” the consultants say.

In the second phase, priority is given to “variant containment.” Thereby, those variants are eliminated that were reported by the sales force as showing a declining demand. And additional variants are created that promise new sales impulses. At the end of the product life cycle, it is purely the budget that is important: Only variants that produced large sales figures are kept.

The reduction of variants, however, constitutes a possible risk of losing customers. That is why, with the help of the so-called “customer satisfaction-flexibility-matrix,” the consequences of reducing the variants have to be analysed. Consequently, the customer relationship is classified between:

the customer’s quality, price, and service needs were fulfilled/not fulfilled and

the customer requires standard products/individual solutions.

Take cues from the targeted customer-segment

Clear customer segmentation is crucial to success for intelligent variant management in the opinion of Bettina Zimmermann and Sebastian Hohenfeld: “The stronger a product is oriented towards the requests of a clearly limited target audience, the fewer special requests are to be expected, because within one customer segment needs are usually homogeneous.” Another advantage of this procedure: When needs change, additional variants do not necessarily have to be offered. It is enough to adjust the existing variants.

New pricing strategies

Intelligent variant management also offers a good basis for pricing strategies. The so-called “pricedriven customers” can help themselves to the standard variants. Customers with a high willingness to pay can be reached through exclusive variants that initially create higher costs but also allow the implementation of higher prices.

Palabras para recordar

variant: variation, modification, option, alternative

multifaceted: many-sided, versatile, manifold, all-round

selection: assortment, range, variety, choice, mixture

virtually: almost, nearly, practically, in effect, as good as, effectively, next to

boundary: border, limit, bounding line, constraint

to not be willing: to not be prepared, ready, keen, agreeable, or disposed

to illustrate: to exemplify, to demonstrate, to show

to quadruple: to multiply by four

storage: stockroom, storehouse, warehouse, depot

expenses for tied up capital: cost of the employed capital, associated costs

same parts management: identical, equal, or matching components supervision

to become aware of: to consciously register, to realise, to open one’s eyes to

to correlate: to show a relationship, to draw a parallel, to equate, to associate

to what extent: to which degree, amount, level, scope, or point

complies with: adheres to, conforms to, acquiesces with, assents to, meets the terms of

be neglected: be ignored, looked over, disregarded, forgotten, or avoided

conjoint measurement: united, connected, or combined analysis

reckoning: estimate, calculation scheme, weighing up

to label as: to consider, regard, classify, characterise, or designate as

decisive for success: important, crucial, influential, or key for victory

containment: control, restriction, regulation, limitation

to constitute: to comprise, to represent, to create, to cause to be

cue: hint, signal, sign, intimation, indication

special request: particular wish, demand, desire, or pleading

to adjust: to correct, to fine-tune, to change, to alter, to modify, to amend

to help oneself to: to take, to take possession of, to walk off with

implementation: pushing through, application, carrying out

Classic marketing traps

Detecting corporate mistakes early prevents wrong decisions.

Quite a few small and medium-sized companies are subconsciously falling into the same traps: Frequently, the much-feared competition beats you to the punch, gaining the customer’s favour and perhaps even ruthlessly hijacking your very own ideas. What is the problem?

Many small and medium-sized businesses are bowing low to the motto: just don’t stand out. They are afraid of:

provoking the competition,

being a magnet for buyouts and takeovers,

alluring intellectual theft,

becoming a victim of the media,

inspiring jealousy in their community, etc.

In a safely tucked away and concealed niche, life can flash by comfortably by comparison. The downside of this, however, is that it will continually become more difficult to attract new customers and to distinguish yourself in a reputable way or for potential customers to even find their way to you, much the same as qualified employees. In the event of an “incident,” you can be sure of the fact that the press and respectively the public will react far more concerned to such news from an unknown entity than from an already respected and well-known company!

Textbook trap of the small and medium-sized businesses: not being able to let go. They are afraid of:

bidding farewell to a portion of their customer base:

even if it hardly generates any revenue,

accumulates high costs and

jams capacities that are essentially needed for expansions and development.

Many small businesses initially start their business activities with only one product or service. After a successful start, variants are developed, new product lines are added and everything broadens instead of striving forward. Often, it is believed that maintaining as many products as possible can generate steady sales or even increase them. But that is a fallacy!

Constantly review your product portfolio, looking for the key providers.

Amply practise cost management and use controlling instruments.

Aside from revenues, direct your attention to the creation of value, respectively the EBITDA (earnings before interest, taxes, depreciation, and amortisation.)

The human resources trap: hurt no one. They are afraid of:

rearranging the personnel structure regarding executive and employees,

because it is often believed that doing so may destroy the corporate climate, culture, of the existential self-image.

This is the most malicious trap yet: Employees and executives have brought the company to the top with team spirit and loyalty.

Yet, this may have led to subliminal conflict and resentment amongst them. Executives, who are blocking one another, constrain the desperately needed implementation of effective marketing strategies far more often than suspected.

So, what can you do?

Scrutinise your personal formulas for success regularly and dispose of them if needed, when new necessities are emerging on the horizon. For these decisions you will, above all, need objective targets and controlling instruments.

Palabras para recordar

trap: pifall, snare, stumbling block, catch

to detect: to identify, to catch, to become aware of, to notice, to discern

to prevent: to put a stop to, to stave off, to ward off, to block, to thwart, to avoid

subconsciously: unknowingly, unwittingly, inadvertently, unintentionally

to beat one to the punch: to win the race, to be faster or quicker than oneself

ruthlessly: mercilessly, unmercifully, pitilessly, remorselessly

to hijack: to take over, to take control of, to seize

to not stand out: to not attrack attention or catch the eye

to allure: to attract, to draw

a victim: an easy prey or target, a drupe

jealousy: envy, resentment, covetousness, resentfulness

concealed: hidden, out of sight, unnoticed, obscured

downside: disadvantage, danger, drawback, negative consequence

incident: unpleasant occurrence or happening

unknown entity: unfamiliar organisation or film

to bid farewell to something: to de without or give up something

to jam: to obstruct, to block, to clog, to congest, to clice off

fallacy: misleading notion, erroneous belief, false conclusion, misconception, misjudgement

amply: sufficiently, adequately, abundantly

interest: dividend, profit, return. percentage gain

depreciation: decrease, lowering, or reduction in value

human resources: personnel, staff, employees, workers, workforce

to hurt no one: to upset, cause sorrow to, or cause anguish to nobody

to destroy: to damage, to harm, to impair

the most malicious: the most harmful, hurtful, or destructive

subliminal: unconscious, hidden, unintentional

to constrain: to hinder, to restrict, to hamper, to limit

desperately needed: very much, greatly or urgently required

implementation: carrying out, realisation, enforcement

than suspected: than believed, expected, imagined, supposed, deduced, or guessed

to scrutinise: to examine, to analyse, to inspect, to go over, to peruse

to dispose of something: to get rid of something, to clear something out, to leave something behind

necessities: needs, requirements, requisites, essentials

to emerge: to appear, to become visible, to surface, to materialise, to come out

objective targets: aims, goals

Three paths to success

By restructuring their sales department, Heraeus Kulzer, a limited liability company, achieved a more customer-friendly approach at less selling costs.

Up to now, the sales department at Heraeus Kulzer was organised to be product-oriented. Due to acquisitions and mergers, each product group had its own sales organisations. These led their customers separated from one another into different data bases. For each product group, the goods were offered, shipped, and invoiced separately. There was no information exchange at all.

Now, the company, producing chemical materials required for dentistry, has a new rallying cry, “One face to the customer.” Firstly, they consolidated the distribution channels, secondly, they stablished a customer service centre, and thirdly, they fed a central “data warehouse” with all the customer information, which previously had been collected locally.

The results are intensified customer loyalty and improved customer service as well a reduction in processing costs, as reported by Enrico Senger and Hubert Österle from the Institute for Information Systems at the University of St. Gallen, who also oversee the reorganisation project.

The background

The industry’s ten largest companies, with Heraeus Kulzer being one of them, share half of the total market among themselves. Heraeus Kulzer’s goal was to expand their market shares. Because there is not much potential for differentiation in the product range, the company saw their chance to improve customer service.

The most important step was to separate the sales department by customer groups and to set up only one channel of distribution each, which is one for the 8000 dental laboratories and one for the 40 000 dental practices in Germany.

This step also became necessary because the customer groups’ shopping behaviour has changed. As a rule, dentists purchase their extensive materials wholesale, at so-called dental depots. Laboratories bundle their requirements via buying syndicates, “Therefore, co-ordinated product systems and simplified procurement logistics are strong incentives for dental laboratories to order from only one manufacturer,” say Enrico Senger and Hubert Österle. “The goal, therefore, was a fully integrated solution for the purpose of comprehensive customer relationship management.”

The most important tasks in the implementation of “One face to the customer” consisted of:

Merging and newly linking customer data, which had been coming from various sources.

Establishing the Internet as an additional channel of distribution.

Synchronising it with the existing contact channels (multi-channel management).

Thereby the following goals should be reached:

Reduction of tasks which are not adding value.

Elimination of superfluous transactions.

Possibility for the creation of customer profiles and for customer segmentation.

Implementation of segment-specific sales and marketing activities.

Two criteria for measuring success

Whether the sales department’s restructuring is taking a successful course should be determined mainly by using two measuring criteria, which are:

an increase in the percentage of sales,

an increase in customer satisfaction.

The measuring criteria “cost reduction,” however, was abandoned because in the opinion of the person in charge there is a risk that it may come into conflict with the main goals. To project manager Oliver Assmus, chief of Heraeus Kulzer’s customer service centre, the inclusion of the customers’ requirements was an essential factor for success. Therefore, customers of the different segments were asked about their needs.

The implementation of the CRM solution was done step-by-step but simultaneously for all distribution channels. The critical point for success was the sales force’s involvement, report Enrico Senger and Hubert Österle, “It was important to make it clear to 120 sales representatives that a reorganisation was also in their best interest. The project team was considering a special incentive system. As it turned out, equipping the sales force with laptops was already incentive enough. But it was even more essential to firmly root customer relationship management in their mentality.”

The core of the new organisation is the newly created customer service centre, “Instead of having to identify and call the individual product group contacts, the customer may now contact us by calling a toll-free service number.” However, a prerequisite for the successful restructuring was that the sales team acquire broad product knowledge. Another factor for success consisted in recruiting associates for the customer service centre who were already equipped with the necessary expertise, such as former dentist’s assistants.

Palabras para recordar

path: way, road, avenue, route

limited liability company: corporation, private limited company

to achieve: to accomplish, to pull off, to arrive at, to attain, to procure

a more customer-friendly approach: an extra client-responsive manner or style

due to: because of, owing to, by reason of, as a result of, caused by

merger: amalgamation, fusion, joining, combination, union

invoiced: billed, charged, debited

rallying cry: slogan, catchword, motto

to consolidate: to combine, to merge, to unite, to join, to fuse, to amalgamate

distribution channels: sales means, media, vehicles, or routes

previously: before, until that time, earlier on, in the past, formerly, until then

to oversee: to supervise, to run, to watch over, to manage, to direct

to share: to divide up, to split

range: assortment, variety, array, choice

to set up: to establish, to create, to get going, to start, to institute

behaviour: activities, conduct, manners

extensive: large-scale, substantial, considerable

wholesale: in bulk, in large quantities

buying syndicate: purchasing association or group

simplified: easier, simpler, streamlined, reduced to essentials

procurement: purchasing, resource acquisition

for the purpose of: as defined by, in the sense of

comprehensive: all-inclusive, all-embracing, wide-ranging, exhaustive

to consist of: to entail, to involve, to include, to comprise, to be composed of

to link: to connect, to bring together

various sources: a variety of, a range of, different, assorted, or mixed origins

to not be adding value: to not be increasing or augmenting worth

superfluous: unnecessary, needless, unneeded, not required, redundant

mainly: largely, chiefly, mostly, for the most part, primarily, chiefly, principally

abandoned: dropped, done without, given up, put aside, relinquished

inclusion: incorporation, integration

to consider: to think about, to give thought to, to contemplate

to equip: to provide, to furnish, to supply, to endow

to be even more essential: to be all the more important, crucial, or necessary

to firmly root: to securely anchor, to strongly embed

core: centre, focal point, central part

toll-free: free of charge, at no cost, without charge

prerequisite: requirement, necessity, precondition

to recruit: to hire, to sign up, to take on, to enlist, to enrol

Top or flop?

In the introductory phase, it is often determined whether a product strategy is really competitive and marketable.

The higher the degree of newness for a product – meaning a genuine innovation instead of a me-too-product – the better the chance for the company to gain an exclusive and monopolistic competitive advantage on the market. But this competitive lead will most likely decrease at some point. In most cases, the great white hope of future sales is being successfully imitated by the competition only after a short while or a similar product undercuts the price. So, what can you do?

A great number of companies try to ward off imitators with the help of patents and competition laws. This is achieved, for example, by binding or cutting off suppliers with agreements to deal exclusively with one business partner in certain types of transactions. Therefore, the product’s innovative results can be kept up over a certain period of time.

Other companies, for example, design or build the machines necessary for manufacturing on their own, a process that is capital intensive as well as risk intensive, especially in markets with high flop rates.

Simultaneously, the introductory phase marks the path of the highest market resistance in a product’s life cycle, which generally is less of a concern for me-too-products and much more pronounced for genuine innovations. Such initial market introduction barriers need to be prevailed over.

This can be achieved with the help of strategic partnerships or distributions channels like e-commerce. Because the Internet enables companies to overcome traditional barriers in a way like never before possible. The size advantage of a company is playing a much smaller role nowadays.

A successful market introduction is often accompanied by a general communications concept that is supposed to create demand in the relevant target group. The USP (unique selling proposition) must be carried by the advertising instruments, by public relations and on to the sales force in their talks with customers. The following is accomplished: the message can be transported to the “relevant set” of the target audience faster (“When I think of a specific product result, I buy product x.”) Consequently, the utmost creative staging of the advertising message will certainly award the product more attention as well as desire and supply the necessary push for a placing in the market. Added rebates or extras ease the entry into the market.

Yet way too often, measures of product introduction still end at the checkout. Once initial sales are hauled in, the so-called “sales aftercare” (an important value creation element!), meaning the customer care in the post-acquisition and usage phase, is still not paid enough attention to. Here too lies great potential to successfully distinguish oneself from the competitors. For some manufacturers, these after-sales revenues and the resulting cash flow are essential for survival.

As they say: The first product is sold by the sales representative, the second one by service.

Palabras para recordar

to determine: to settle, to decide,

newness: inventiveness, freshness, innovation, originality, novelty

genuine: indisputable, true, actual, legitimate, real, valid

instead of: as an alternative to, as a substitute for, as a replacement for

to gain: to achieve, to attain, to reach

to decrease: to diminish, to decline, to dwindle, to shrink, to fall, to lessen

to undercut: to undersell, to beat, to charge less than, to underbid, to best

to ward off: to fend off, to beat off, to stave off, to avert, to rule out, to repel, to repulse, to keep at bay, to fight off

to cut off: to break off, to disconnect, to suspend, to discontinue, to intercept

to keep up: to maintain, to sustain, to preserve, to uphold, to retain

to mark: to indicate, to point to, to show

to be less of a concern: to be not as much a cause of worry or unease

pronounced: apparent, distinct, evident

need to be prevailed over: must be surmounted, overcome, or conquered

to enable: to allow, to entitle, to empower, to make it possible for, to permit

to overcome: to conquer, to surmount, to rise above, to prevail over

is accomplished: is achieved, pulled off, realised, or brought about

consequently: as a result, so, therefore, hence, subsequently

utmost: greatest, highest, maximum

attention: awareness, consideration, notice, regard, recognition, heed

desire: want, longing, craving, yearning

to ease: to simplify, to facilitate, to expedite, to clear the way for, to help

measures: actions, courses of action, proceedings, steps, means

checkout: cash point, cash register

to haul in: to pull in, to bring in, to rake in, to generate

to distinguish oneself from someone: to differentiate oneself from someone

survival: continuation, endurance

Diligence and consistency lead to success

Successful time management demands two things: A clear, realistic strategy, and a consistent implementation.

In practice, strategic time management is implemented only sporadically. But as long as salespeople aren’t clear about what their priorities are and as long as they don’t determine concretely what is really important and takes precedence, they will not even attempt to tackle certain projects.

One typical example, noted by Dr. Ewald Lang, trainer and management consultant from Munich, is the acquisition of new customers. Prospecting demands a great deal of time and effort and takes a while till success ensues. Therefore, one is greatly tempted to return to short-term “success” by continuing to generate sales with the existing customers.

However, to set clear priorities means making a decision, which is best done together with the sales manager within the target agreement. The closer the communication and the more regular feedback is given, the better the sales manager will be able to support the sales force in reaching their goals.

For example, if there is an agreement that the sales representative wins over a certain number of new customers and if this goal has top priority, it clearly has to show up in the time management planning. After all the tasks have been planned and scheduled, the next step is the most important one: the implementation. In this case, success depends on simple virtues, such as diligence, consistency, and discipline.

Conclusion: “A diligent salesperson will always achieve better results – even if he may not be a ‘natural sales talent.’ The more consistent and disciplined he sticks to his set objectives, the more successful he will be,” says Dr. Ewald Lang.

Know what’s stopping you. The best time management is useless if “something always keeps cropping up.” Dr. Ewald Lang summarises the reasons why we often procrastinate:

If the goal is still a long time away, actions are moved to the back burner. Solution: Move up the dates for action or commit yourself to partial steps and goals and control if the partial goals have been reached.

The fear of tackling something new. Solution: Consider what would be the worst that could happen and then put the worst case in relation to the actual experience.

The fear of failing and experiencing defeat.

Solution: Make it clear to yourself that it is much worse not to do anything. Only this is defeat.

Clinging to what you are familiar with because you know that you can do it well. If things have gone well so far, you lack the motivation to make changes. Solution: Make it clear to yourself that new goals open new perspectives.

A lack in motivation – there are no (negative) consequences if you do not tackle the task. Therefore, one doesn’t do anything about it and everything goes on as it did before. Solution: Accept motivational incentives, e.g. along the lines of variable remuneration.

Assigning priorities

Assign priorities to all upcoming activities, for example prospecting, recapturing lost customers and servicing current customers. Then, allot percentages to your priorities in accordance with how much time you want to spend on each task. It is important that your planning be realistic: Fixed appointments and time periods, for example recurring weekly meetings, consultations with the internal sales force, office work, etc. have to be determined as fixed time blocks. Then, determine the time you want to spend on the individual priorities. This may, for example, result in the following weekly schedule: 2 days for prospecting, 0,5 days for recapturing lost customers, 1,5 days for attending to current customers. The extra day, for example, could be your office day on which, of course, you’ll be also integrating your tasks. It is important that you inform your colleagues about your fixed times and days. For example, the internal sales force or the call centre, which schedules your appointments, needs to know which days are open for visiting potential customers and which day you have designated to be your office day.

Palabras para recordar

diligence: assiduity, industriousness, heedfulness, laboriousness, conscientiousness

consistency: constancy, steadiness, stability, dependability

to demand: to require, to need, to necessitate, to call for, to involve

implementation: fulfilment, execution, carrying out, realisation

to take precedence: to come first, to take priority, to be considered most critical

to attempt: to try, to make an effort, to endeavour, to strive, to venture

to tackle: to busy oneself with, to apply oneself to, to take on, to get to work at

to ensue: to follow, to develop, to come to pass, to occur, to happen, to transpire

to be greatly tempted: to be very much at risk, provoked, or enticed

target agreement: contract on objectives or goals

simple virtues: straightforward merits, assets, or good qualities

to stick to one’s set objectives: to adhere to one’s determined goals or targets

to keep cropping up: to continue to happen, to get in the way, to occur, to turn up

to procrastinate: to postpone or delay action, to move action to the back burner

to commit oneself to: to promise, obligate, or dedicate oneself to

partial: fractional, limited, fragmentary

fear of failing: worry about not succeeding, falling short, or not making the grade

to experience defeat: to encounter setback or disappointment

to cling to: to stick to, to hold to, to abide by, to adhere to

to lack the motivation: to not have, be deficient in, or be short of the enthusiasm

along the lines: within the framework or bounds, in the context

remuneration: compensation, salary, payment

to assign: to allocate, to dole out, to distribute, to dispense, to apportion

to recapture: to bring back, to return with, to go and get, to get hold of, to win back, to regain, to recover, to reclaim

to allot: to apportion, to allocate, to designate, to give, to appropriate

in accordance with: in agreement, conformity, or compliance with

recurring: repeated, habitual, regular, continual, returning

to attend to: to take care of, to deal with, to give one’s attention to

Approach service creatively

Customers like businesses that find creative answers and solutions for their needs.

Every single contact with a customer presents you with an opportunity to be creative, but you also ought to creatively develop your long-term strategies for better service.

Some tips for further practical steps:

Compose a list of all your routine behaviour patterns regarding your customer relationship (for example, predetermined words of salutation, standard letters, etc.).

Try to break the routine with creative behaviour that shows the customers how much you appreciate them!

Review all the initiatives that you and your employees have displayed towards your customers during the past weeks. Try to determine what impression you might have left.

Creative managers regularly conduct brainstorming sessions with their teams to develop new ideas. Beforehand, it has to be made absolutely clear that such meetings proceed devoid of restrictions, negativity, assessments, and criticism.

These criteria should be measured against the analysis:

Is the idea unique?

What is your gut-feeling regarding this idea?

Does this idea fit your customer and is it worth developing?

What are you trying to achieve by implementing this idea?

While routine devalues the relationship with your customer, creativity valorises it. Creativity enables you to give more than you are contractually obliged to do. That way you can be a step ahead of the competition and other market participants.
This is often achieved easier than believed.

Palabras para recordar

to approach: to set about, to tackle, to deal with, to handle

to compose: to create, to write, to compile, to make up

behaviour pattern: way of acting, system of conduct, comportment, deportment, or bearing

predetermined: predecided, fixed, set, pre-planned, pre-set

words of salutation: getting or welcome phrases

to appreciate someone: to value, esteem, or think highly of someone

to review: to re-examine, to reassess, to have another look at, to make another study of

to determine: to find out, to clarify, to ascertain, to establish

devoid of: without, with no, lacking, free from

assessment: judgement, gauging, rating, appraisal, evaluation

unique: only one of its kind, exceptional, inimitable, without equal, unmatched

gut-feeling: guess, hunch, instinct, intuition

to achieve: to accomplish, to reach, to realise, to gain

to devalue: to diminish, to detract from, to fail to recognise, to bring down

to valorise: to enhance, to improve, to boost, to enrich, to reinforce

obliged: required, obligated, called-for, compelled

After the visit is before the visit

They may often be bothersome, but meaningful call reports help ensure better customer care and make preparation for your next visit much easier.

Sales representatives who procrastinate in writing their call reports aren’t doing themselves a favour, because the “fresher” the experiences are in your mind the easier it is to put them on paper. Besides, there is less danger in forgetting important things.

Your call reports must contain the following points:

What type of visit was it (for example, routine visit, cold call, first visit, follow-up visit)?

What was the goal/purpose of your visit (for example, to explore the chances for collaboration, to get to know the decision makers, to present a requested offer, etc.)?

Who was present? What is their function? In what way or how strongly do they influence the buying decision?

What were the results? Which agreements were reached?

Did you reach the goal you aimed at? If not:
What are, in your opinion, the reasons for that?

Which follow-up measures should take place/were agreed on? Who takes the initiative/is responsible for them? By what date?

Which actions must follow immediately?

What other persons are involved/have to be included?

Personal evaluation

Your call reports should also include your personal evaluation of the following questions:

How was the atmosphere during the talk?

How does the customer view your company and your products?

How high do you think the chances are for winning the customer and retaining him (if this is a potential customer)?

How do you judge the stability and durability of the relationship with the customer (if this is an existing customer)?

Do you notice anything unusual or strange, perhaps some changes, an improvement, or a change for the worse?

How do you assess the customer’s current situation, his own position in the market and the economic trend?

Palabras para recordar

to be bothersome: to be troublesome, inconvenient, incommodious, or annoying

call report: account, statement, or description of a sales visit

to procrastinate in doing something: to put off, delay, postpone, or adjourn doing something

to explore: to investigate, to examine, to look into, to inquire into

to be responsible for something: to be accountable for or in charge of something

evaluation: assessment, appraisal, estimation

to view: to regard, to think about, to feel about, to perceive, to deem

to retain: to keep, to keep hold of, to hold on to

durability: permanence, durableness, long-lastingness, soundness

a change for the worse: a deterioration, decline, or weakening

The best way to follow up on your customer calls

After the appointment is before the appointment, that is to say that the utmost care and attention is to be executed before as well as after all sales calls – sales representatives who act according to this rule stand the best chances of doing great business with their customers.

Since Gerald E., a sales representative from Hamburg, cut down the number of his customer calls, he was able to greatly amplify the number of his orders as well as the revenue. The reason for this was, “My appointment book used to be full to the brim. But often I didn’t have the time to do the necessary follow-up work and keep in touch with prospective customers. I was always behind schedule with my call reports.”

Because his colleagues were all dealing with similar issues, they explained to their sales manager that things could not keep going in such a manner, “We all sat down one Friday afternoon and discussed, until late in the evening, what could be changed.”

The most important conclusion was: The sales representatives don’t have to fill every free minute with customer calls but they are obligated, however, to prepare and follow up with sales calls according to binding guidelines.

Here are the most notable rules:

On the day of the customer visit, the sales representative documents which goals were achieved. He is transferring that information via his notebook to company headquarters, at which point the documentation is greatly aided by a structured input system. Should important information be missing, he is advised by the system with an error message and is prompted to complete the data.

The sales representative is obligated to determine and schedule all follow-up activities. This involves the preparation of offers, follow-up phone calls and all other follow-up activities. He will also establish who will embark on such activities and take general control.

In case an acquisition is abandoned or put on the backburner, the sales representative must provide a compelling argument for this in the database.

If the customer call leads to a sale, the salesperson is required to enter into the database the exact time at which he will recontact the customer. He also determines who will be in charge of the after sales service.

Conclusion: By means of the immediate after-care and the binding scheduling and control, it is ascertained that prospective customers are being cared for in the best possible fashion and, ideally, can be led to close the deal. At the same time, vital customer information can be recorded in the database so that it is readily available for all the involved employees in the company.

Palabras para recordar

call: visit, appointment

utmost: greatest, highest, maximum

is to be executed: is to be carried out, accomplished, or achieved

according to: in keeping with, in accordance with, in agreement with

to cut down: to reduce, to decrease

to greatly amplify: to significantly increase, augment, boost, or magnify

revenue: income, return, yield

full to the brim: filled up, full to capacity

similar issues: much the same problems, concerns, or difficulties

to be obligated: to be required, compelled, obliged, or duty-bound

binding guidelines: compulsory, obligatory, or requisite rules

the most notable: the most noteworthy, important, or significant

to complete: to finish off, to make perfect, to add the finishing or final touch to

to determine: to settle on, to fix, to decide, to agree on, to establish

to embark on: to set out on, to tackle, to enter on, to take up, to engage in

something is abandoned: something is stopped, given up, or dispensed with

to put on the back burner: to put on ice, to postpone, to defer, to put off

to provide: to give, to offer, to present

compelling: convincing, powerful

to enter into: to record in, to put in, to write in, to document in

to be in charge of something: to be in command of, in control of, or responsible for something

ascertained: ensured, made sure

fashion: way, manner, mode, method

vital: very important, critical, imperative

to be readily available: to be promptly, quickly, or at once accessible

involved: associated, participating

Set goals and priorities

What takes priority? What has to be done today until what time? What can wait? When calculating and structuring the day, do include buffer times. No one can work for four hours straight. After maximally 120 minutes, mind and body demand a short pause. The phase of regeneration often does not take longer than 10 minutes.

To get everything done in the day and not be completely done in at the end of it, you should calculate 60 % of your time for active work and leave a 20 % buffer for unforeseeable events. The remaining 20 % should be used for creative freedom, experts recommend. Because no one will climb the social ladder by getting done only what they are required to do anyway.

Another advantage: To set goals and priorities unburdens the mind and also motivates. Everything that can be marked off during the course of the day is a success.

Palabras para recordar

buffer times: leeway, elbowroom, latitude, room to move, breathing space

straight: non-stop, without interruption or break

to demand: to require, to need, to necessitate, to want, to call for, to cry out for

to not be completely done in: to not be utterly exhausted, worn out, tired out, beat, or fatigued

to climb the social ladder: to get ahead, to get somewhere, to rise in the world

to unburden: to relieve, to soothe, to ease, to alleviate, to mitigate, to assuage

can be marked off: can be finished, completed, done, concluded, accomplished, or fulfilled

Customers, associates, and partners in the same boat

The drugstore chain dm-group presents itself as an exemplary partner of customers, associates, and suppliers. The company substantiates its high repute with extensive corporate citizenship.

Since the company was founded 32 years ago, orientation toward customers and associates has been the top priority for the dm-group, one of the leading drugstore chains in Germany, Austria, Italy, Hungary, and some other European countries. To stay in that position, the company invests greatly in the improvement of what it has to offer: That the company is always willing to listen to the customers’ wishes is exemplified by the chain’s efforts in point-of-sale research. In the past years, the stores were continually optimised and designed more customer-friendly with the assistance of renowned market research institutes. The shopping atmosphere in the dm stores is an important component in the company’s POS concept. Everything, from floor to ceiling, is geared towards conveying a harmonious impression. Seasonably changing ceiling decorations complement the shop windows’ motifs. Spotlights transmit different colours, and sporadic spectral light which adapts in colour to the respective season, is supposed to provide a pleasant atmosphere. The reward for such efforts: Commercial experts from AC Nielsen confirmed to the dm drugstores last year to have the most loyal customers. According to the researchers’ study, dm customers spend significantly more money for drugstore products in “their” market than the customers of the competition chains, Schlecker and Rossmann. Another analysis, the “shopper study” conducted by Procter&Gamble, gives dm similarly high marks, just as a study about the competitive environment in drugstores, conducted by Lever Fabergé.

To embrace the consumers’ problems – that is the quintessence of dm’s customer principles: “We aim to distinguish ourselves in the eyes of our customers from our competitors. We do so by using all appropriate marketing tools in order to win consciously-buying, regular customers whose needs are meliorated with our range of products and services offered.” The in-house bio-brand Alverde (this is also the name of dm’s customer magazine) builds a bridge between products and the company’s longstanding and extensive social engagement: dm, for example, started a concerted effort with the German Aids Foundation or supports the foreign aid association Sekem. For such activities, dm’s chief executive officer, Professor Götz W. Werner, was decorated last year with the Federal Cross of Merit. It’s part of the corporate strategy, that in addition to all these efforts, dm interacts especially well with its associates and business partners. “Although customer orientation is considered to be the dominating factor in all activities, also required is an equally substantial consideration for and support of associate orientation,” is the gist of what has been written in an internal paper. Each associate is to be “perceived objectively in his job.” dm attaches great importance to a trusting, good relationship with its business partners. By means of a questionnaire, suppliers as well as dm regularly submit their assessment of collaboration. Evaluated, for example, is accessibility, the completeness of information, or cooperation when new products or services are launched.

Palabras para recordar

associate: colleague, fellow worker, co-worker, employee, member of staff

drugstore chain: chemist’s shop franchise or group

exemplary: excellent, commendable, very good, model, ideal

to substantiate: to give substance to, to demonstrate, to corroborate

high repute: good name, high standing or stature, good reputation

corporate citizenship: social and cultural involvement (of businesses)

to be exemplified by: to be demonstrated, shown, or represented by

renowned: famous, distinguished, well-known, prominent, established

from floor to ceiling: from the ground to the roof, from the bottom up

to be geared towards: to be aimed at, to work toward

to convey: to get across, to communicate, to put across

seasonably: appropriate to the time of the year

to complement: to go well with, to be the perfect addition to

to adapt: to change, to alter, to modify

is supposed to: is meant, intended, or designed to

reward: recompense, remuneration, bonus, prize

to give someone similarly high marks: to give someone likewise excellent grades or scores

to embrace: to accept, to adopt

to aim: to aspire, to intend, to want

to distinguish oneself from: to set oneself apart from, to separate oneself from

consciously: knowingly, wilfully

to be meliorated: to be refined, fine-tuned, perfected, or honed

concerted effort: combined, joint, or collaborative operation

Federal Cross of Merit: one of the highest honours the Federal Republic of Germany awards

substantial: sizable, generous, significant, real, weighty, major

is the gist of what: is the general idea, essence, or quintessence of what

to be perceived objectively: to be seen neutrally or without bias or prejudice

trusting: trustful, reliable, dependable

questionnaire: survey, opinion poll

assessment of collaboration: evaluation of teamwork or partnership

accessibility: approachability, availability

Capítulo 3

Vender en inglés

En este capítulo

Ventas en el extranjero

Abrir nuevos mercados

Analizar y seleccionar clientes

A brir un nuevo mercado entraña muchos riesgos, pero es una decisión imprescindible para el crecimiento de la empresa. En un primer momento se sentirás perdido, porque se te escaparán muchos factores relevantes. En este capítulo te enseñaremos a moverte como pez en el agua en este entorno difícil. Aprenderás a seleccionar vendedores en el país escogido, sabrás qué productos y servicios debes vender y, no menos importante, analizarás qué clientes te convienen.

Para ser un buen vendedor tienes que saber qué estás vendiendo y a quién se lo vendes, pero no te olvides de algo no menos importante: ¡debes saber dónde hacerlo! Conocer la idiosincrasia del país donde vas a instalarte es, prácticamente, una garantía de éxito.

Selling across borders

When dealing with foreign customers, it is ideal to speak their language, yet it is especially important to attune to their mindset.

Normally, aside from the spoken word, there are grave differences in the rules of the game regarding business and society, mentality and manners that need to be overcome. Even when displaying extra caution, mistakes are often made, mostly stemming from lack of knowledge with regard to attitude and behaviour.

Recruiting salespersons from the target country

For international business, it is more sensible to attract employees that are natives of the target country. An example for this is a medium-sized machine builder from the vicinity of Darmstadt. He preferentially assigns internships to students that hail from Poland or the Czech Republic. They in turn assist him when he visits customers in Kattowitz or Pilsen. The entrepreneur’s goal: He is tapping sales talents for the Eastern European markets who are capable of adjusting easily to the mindset of their fellow countrymen.

It is popular practise to appoint a local partner as a principal agent in the target country. Then it is their mission to weave a nationwide network with other commercial agents.

Reciprocal advantage

This exact path, for example, was ventured on by the “Mini Mundus Hobby GmbH,” a manufacturer of collectable miniatures from Dreieich in Hessen. The medium-sized company had made the decision to gain traction on the American continent. For this purpose, Barbara Elster, an American who is already selling similar products in the United States, was commissioned to take over the chief agency.

The cooperation proves to be worthwhile for both: With Barbara Elster, the German company acquired a sales partner who is familiar with the American way of life and who is already collaborating with many American commercial agents. And Barbara Elster gained a new and sales-boosting product line for her sales network.

Master-franchising for quick market success

Franchise systems are a good solution when foreign markets need to be tapped in the shortest time possible. In this case, it is not a chief agent but a master franchisee, who is building a sales network for his client.

An example for this is “Eurologos,” a service provider from Brussels. The company had set the goal to establish a global network of translation bureaus within a few years, relates CEO Franco Troiano. The core of his success strategy was to find a seasoned pro in the respective target country, who would be able to build and manage a franchise system there, “Someone who speaks the language, knows the business ways and is in touch with the markets there,” says Troiano.

The result: Within a few years, the company was able to establish itself in 30 countries and is going on 100 countries by the end of this year.

Palabras para recordar

across borders: in foreign, far-off, or distant countries, overseas

to attune to: to adjust to, to adapt to, to familiarise oneself with

mindset: way of thinking, attitude, mentality, frame of mind

grave: vital, crucial, critical, serious, significant

to display extra caution: to show evidence of added carefulness, attention, heed, watchfulness, or concern

to stem from something: to arise from, originate from, be rooted in, or derive from something

with regard to: concerning, about, on the subject or matter of, as regards

to be more sensible: to be more judicious, sagacious, prudent, perceptive, or farsighted

to be a native of: to be a citizen or national of

from the vicinity of: from the surrounding area, neighbourhood, locality, or district of

to preferentially assign: to make a point of allocating, allotting, giving, or apportioning

to hail from: to come from, to be a native of, to be born in, to have one’s roots in

entrepreneur: businessman, business owner, enterpriser

to tap: to draw on, to use, to make use of, to utilise, to put to use, to exhaust, to exploit

to appoint: to designate, to nominate, to select, to choose, to settle on, to decide on

principal agent: chief or general representative

to weave: to create, to put together, to contrive, to make up, to fabricate

reciprocal: mutual, give-and-take, joint, shared, equal, corresponding

to gain traction on: to establish oneself on, to gain access to the market on, to break into the market on

was commissioned: was authorised, empowered, or accredited

sales-boosting: sales-increasing, improving, amplifying, enlarging, expanding, or advancing

franchisee: one who is given a warrant, charter, or license

a seasoned pro: an experienced, a well versed, an established, or a practised specialist

respective: particular, specific, individual

to be in touch with something: to be familiar with, no stranger to, or accustomed to something

Selling products and services simultaneously

Especially clever salespeople offer not just products to their customers but also the matching services. This is how René Frauenkron goes about it.

René Frauenkron, a salesman from Bochum, has come up with an especially useful business idea for his company Boga GmbH. He sells deep-frying oil to his restaurant and catering business customers and at the same time offers his services to dispose of the used-up oil.

It was this combination of products and services offered that enabled Frauenkron to put his competitors in their place. While others have to grapple with their customers’ “stinginess is cool” mentality, he is profiting from his customers’ indolence, “They don’t have to worry about a thing. I collect their used-up deep-frying oil and at the same time deliver fresh supplies.”

Quicker than the copy-cats

However, René Frauenkron knew that it takes more than an attractive selling idea to open up a new market. Good ideas get copied. Therefore, he had to ask himself, “What can I do to have the cake before the others divide it among themselves?” He found the right solution, “Restaurateurs are a world in themselves. They know one another, they meet and compare notes.” Frauenkron took advantage of this network for opening up his market.

First of all, he needed a suitable referral customer. His objective was to find a local restaurant/catering business with a good reputation. Therefore, he first approached the catering department of Schalke 04, a German national league soccer club. There he quickly found good contacts, “I’m coming from the catering business myself. That’s why our meeting was less a sales representative/customer business negotiation than a visit among colleagues.” Another factor, which led to Schalke’s quickly placing confidence in René Frauenkron was the competence he displayed while explaining his services, “My contacts were enthusiastic about my idea. Less than an hour later it was a done deal.”

Successful referral strategy

This successful key-account acquisition provided Frauenkron with the necessary confidence to contact other potential key accounts. His referral strategy bore fruit relatively quickly: From the Maritim Hotel Gelsenkirchen, he was referred to the Maritim Hotel Niendorf and from there to the Maritim Hotel Cologne.

Frauenkron reached his goal of opening up the market as quickly as possible via referral customers, “About 60% of my customers come from referrals.”

During the first month, he had already acquired 20 key accounts, by the second month there were 40, in the third month 60, and today, four years after the start, there are 300. They bless Frauenkron, who meanwhile has become a franchise partner of Berlin-based “Gerlicher Fette und Öle GmbH,” with sales of approximately 600 000 Euros.

Profitable additional businesses

Long since, Frauenkron has expanded his line of goods and sells, aside from oils and fats, restaurant/catering business accessories to his colleagues. Every visit to a customer provides him with the opportunity to generate lucrative additional business, “We talk about the industry and the colleagues and ultimately about what else the customer could use.”

Through all of this, René Frauenkron makes sure to avoid putting pressure on his customers, “My customers are old hands in their business. You can’t pull the wool over their eyes and you can’t talk them into things. You have to convince them what the best solution is for them.”

That he’s on the right path became obvious when the first competitors tried to copy Frauenkron’s idea. He reacted promptly, “I went a step further and turned it into a reusable system, using the delivery canisters also for the disposal of used-up oils.”

Conclusion: By offering his combined product/services strategy, René Frauenkron managed to keep 93 out of 100 new customers, “If something runs smoothly and serves his convenience, the customer stays with it, and it doesn’t matter if the competition tries to tempt him with low prices.”

Palabras para recordar

matching: corresponding, complementing, equivalent, parallel, analogous

to have come up with: to have created, thought up, originated, or conceived

deep-frying: cooking

to dispose of something: to get rid of or discard something, to clear something out

used-up: not being able to make use of again, old

to enable: to allow, to entitle, to empower, to make it possible for, to permit

to put someone in their place: to humble someone, to take someone down a peg or two

to have to grapple with something: to have to struggle with, come to grips with, or deal with something

stinginess is cool: thriftiness is in, parsimony is great

indolence: inactivity, laziness, sluggishness, idleness

copy-cat: imitator, copier

to open up: to develop, to build up

to compare notes: to exchange, share, or pass on information, to swap opinions

to take advantage of something: to make the most of, make use of, or cash in on something

referral: reference, recommendation, good word, testimonial

to approach: to speak to, to talk to, to make contact with, to get in touch with

it was a done deal: everything was accepted, settled, given a positive response, or agreed to

to bear fruit: to show results, to pay off, to be successful, to produce results

to bless: to provide, to bestow, to endow

line of goods: range or assortment of goods, product line, line of merchandise

accessories: attachments, fixtures, add-ons, extras

old hand: veteran, expert, old-timer, master

to not be able to pull the wool over someone’s eyes: to not be able to fool, trick, deceive, or dupe someone

to become obvious: to become clear, apparent, evident, or noticeable

reusable: returnable, multi-use

to tempt: to allure, to attract, to entice, to persuade, to lure

Help customers make more sales

If sales figures are crumbling, there is only one solution: Help your customers to sell more.

Michael P., who attends to specialist dealers in the sanitary facilities industry, really wanted to know why his sales were declining. He started out by comparing his sales commission statements of the past four years. The results made him think: “While the number of customers and orders remained constant, the sales figures per order had been shrinking – on an average of four to six percent, but with some customers up to 15%.”

Precise analysis

Michael P. now asked himself how to solve this problem. He decided on the following approach: His first step was to inquire among his “shrinking customers” why their order volume was declining constantly. The results were very enlightening for him: The majority of his customers had sales problems of their own, “They bought less because they were selling less.” Some of his customers were increasingly placing orders with competitors, “Because they didn’t have much going with their own customers, they tried to take my customers away from me.”

Crucial questions

After having gotten to the bottom of the matter, Michael P. began to develop a suitable strategy. He had to ask himself some crucial questions first: “How can I win back those lost shares in sales?” and “How can I help my customers, who have sales problems of their own, increase their sales?”

It was relatively easy for Michael P. to answer the first question. His customers also bought from the competition because, ultimately, it was irrelevant to them from whom they purchased their products, “They got pretty much the same and at the same terms from everyone.”

Provide genuine added value

Therefore, the real challenge for Michael P. was to afford his customers genuine added value which would make him stand out from the competition. This additional value, to him, was to make selling easier for his customers and to support them whenever they encountered problems in their daily work.

He found the answer while talking to one of his “shrinking customers.” “I discovered that the way this customer was going about selling our products would never work.” So Michael P. saw his mission as giving his advice and support to his customers for their sales talks and supplying them with tips and sales arguments to use with their customers.

Auxiliary service only where it pays off

Since Michael P.’s strategy initially caused him considerably more work, he had to find an appropriate solution. He decided to provide auxiliary service only to the customers who are promising.

Meanwhile, it has become a fascinating challenge for Michael P. to act as sales advisor, “This has opened up new vistas for me because now I’m truly familiar with my customers’ world.” Because he had to deal much more intensely with the end customers’ world, it was disclosed to him by which criteria they think and act when they buy.

The support that Michael P. now accords to his customers, made all three worlds come together. By using his company as an example, he shows how a specialist dealer can profit if he implements certain management techniques. Michael P. uses other specialist dealers’ positive examples in order to describe how end customers can be attended to or how to find interesting niches.

Palabras para recordar

to crumble: to disintegrate, to fall to pieces, to deteriorate, to go down

to attend to: to take care of, to give one’s attention to, to see to, to focus on

sanitary facilities: bathroom fixtures and fittings

to decline: to drop, to lessen, to decrease, to diminish, to wane

commission statement: percentage receipt, compensation record

past: previous, preceding, last

to shrink: to get smaller, to reduce, to drop off, to shrivel

on an average of: typically in the region of, more or less around

approach: method, procedure, modus operandi

enlightening: informative, revealing, helpful, instructive, useful

crucial: vital, key, decisive, central

to get to the bottom of the matter: to find out the cause or reason for the problem

suitable: appropriate, fitting, pertinent

terms: conditions, stipulations, specifications, provisions

genuine: real, authentic, actual, true, indisputable

added value: additional or extra worth

to afford: to offer, to give, to provide

to encounter: to be faced with, to be confronted with

auxiliary: additional, supplementary, extra, secondary, supporting, ancillary, added

to pay off: to meet with success, to get results, to be profitable

to be promising: to show high potential

to open up new vistas: to result in a new perspective or outlook

to be disclosed to one: to be revealed, divulged, or unveiled to one

to accord to: to give to, to bestow upon, to offer to

to implement: to put into practice, to apply, to realise, to employ

It pays to be loyal

Sales representatives act in their own interest when also supporting and advising customers who find themselves in a difficult business situation. Ideally, they will profit from the subsequent recovery of that company.

When business is bad for one of your customers, chances decline rapidly for the sales force to make a sale. As a result, the sales representatives curtail their service activities and, instead, concentrate more on those customers whose businesses are doing well.

Initially, this behaviour is certainly understandable and economical, but there can be a downside. And that is the case when the customer has gotten over a difficult phase and from then on counts on companies that have really helped him through the dire times.

Special customer problems increase your chances

When a customer comes to you with a special problem, this must not automatically mean a lot more work and effort. Finding a solution together with your customer can result in a long-lasting and trustful collaboration.

Customer problems cannot always be solved on the spur of the moment and demand quite a bit of energy. Do not leave the customer alone with such a problem, because otherwise he may swiftly drift away to the competition as a result. If a customer confronts you with a problem such as this, you should signal to him that it requires a special solution. Offer your customer to develop a solution together with him. Under no circumstance should you make hasty and precipitate promises that you cannot keep. Tell him that you need to consult with your colleagues when dealing with unclear issues. Set a specific date for your actions. That way your customer will acknowledge that you are really campaigning for him and his predicament.

Analysis and selection

Therefore, determine which of the customer companies will probably get back on its course and which, on the other hand, are bound to fail. If the company is healthy at its core, if it has good potential and if the managers are capable enough to master the crisis, then is pays not to lose one’s patience during the crisis and to stay true to the company.

There are several different options:

You can pass on the industry’s experience and know-how that you have collected during your years in the business from other customers when they were in a similar situation.

Propose to present your view of the situation to the customer in a results-oriented manner.

Confer with your own company and offer your customer inter-coordinated terms of payment, grants for advertising expenses or the like.

Such measures can contribute in preserving promising customer relationships. It is decisive, however, to signal to the customer that he can count on his supplier even during hard times. This way, a customer’s crisis can blossom into an enduring customer commitment.

Palabras para recordar

to pay: to be worth one’s while or worth it

to advise: to give advice to, to counsel, to give an opinion to

subsequent: consecutive, successive, following, succeeding, later

recovery: growth, boom, boost, upturn

to decline: to drop, to decrease, to fall

to curtail: to limit, to reduce, to shorten

downside: disadvantage, harm, drawback, difficulty, snag, snare

to count on: to trust in, to believe in

dire times: bad, difficult, trying, tough, dismal, dreadful, or critical spell

to be bound to fail: to most likely go under, be unsuccessful, or fall short

core: foundation, basis, centre, marrow

capable: efficient, effective, competent

to stay true to someone: to remain loyal, faithful, or dedicated to someone

several: a number of, some, a few

to pass on: to convey, to communicate

similar: alike, comparable, related

to propose: to offer, to suggest

to confer: to have a consultation, to exchange views, to parley, to deliberate

inter-coordinated: aligned, balanced

grant: partial funding or allowance, stipend, subvention

measures: activities, actions, steps

to contribute: to play a role, to be a factor, to play a part

promising: encouraging, hopeful

decisive: important, crucial, key, pivotal

to blossom: to flourish, to thrive, to grow

enduring: lasting, continuing, stable

commitment: attachment, allegiance

on the spur of the moment: at first go, right away, straight away

precipitate: hurried, impulsive

to acknowledge: to recognise, to appreciate, to admit, to accept

to campaign: to work, to stand up, to fight, to champion

predicament: problem, challenge, trouble

Pricing as a competitive factor

Aside from product benefit, product pricing is also an effective marketing instrument.

There are businesses, which calculate their products’ prices from a cost and yield viewpoint. And there are businesses that practise so-called pricing, which means determining the prices from a marketing viewpoint and adjusting their cost factors and yield targets accordingly. An example for applying this practise is the machine manufacturer Maho Seebach GmbH, located in Ruhla.

Whenever a new product is created there, the price is also an important development objective: First, the field sales force interviews the customers in order to find out what benefit exactly is needed. Then, research is conducted as to what price the customer is willing to pay for this benefit. Finally, inquiries are made on how the competition is able to fulfil the price/performance requirements in question.

Only after all these important facts are gathered can research and development begin.

Prices need to be customer-oriented

At Maho Seebach, it was discovered that not just a product which does not comply with the market’s demands can lead to a flop, but also the price can if it is not assessed in a consumer oriented way. Then you will hear that well-known sentence from your sales representatives: “Our product is far too expensive. No customer will buy it at that price.”

But if in the lead-up it has been clarified which demands the customer is making in regard to product pricing and performance, work is much easier for product developers, purchasing agents, and product managers. They now know which product features the customer desires and which he abstains from. And they know which quality level is sufficient for the customer. In the second step, the stage is set in the areas of acquisition, manufacturing, and logistics so that the product can be produced at the target price and still gain optimal yield.

Implementing price adjustments

The problem, however, is that pricing is not a constant, but changes depending on the market situation, as explained by Stephan Kletschke, manager of the Freudenberg Process Seals KG in Viernheim, “Product innovations can sustain their price only over a certain period of time.”

But for this problem there are solutions, according to Björn Schuppar, corporate consultant for Prof. Homburg & Partner in Mannheim. For example, a customer can be bound by providing auxiliary services that are indispensable to him. Fearing complications if he changes suppliers will reduce the customer’s sensitivity to the price. So for him, adhering to delivery dates, maintaining quality standards, or receiving advisory support can be far more financially beneficial than a product’s price reduction.

Another method is precluding a direct price comparison for the customer. To achieve this, either various products are gathered into a product bundle, for example a machine including a spare parts kit. Or the customer is offered an all-inclusive product/service package, for example a machine which includes 24-hour customer service.

Typical examples: Together with their Business Partner Innovation Center, IBM Deutschland GmbH supports their small and middle-sized end users in identifying and implementing potential savings in their own companies. Microsoft GmbH in Munich provides their customers with an additional, interactive “trouble-shooting” service. Business customers with more complex inquiries are referred to a so-called “solutions provider,” a goal or product-oriented specialist in a partner company.

Alternative distribution channel used as pricing instrument

Finally, it is possible to take away the customer’s economic comparison by choosing an alternative distribution channel. Typical examples are Vorwerk, Avon, and Tupperware-type products that are offered by house-to-house distribution.

Another pricing instrument is the segmentation of customers: Certain customer groups are less sensitive to price than others.

The most important tool for price maintenance, however, is brand management. The more “valuable” the image of a product becomes through complementary marketing measures, the more inclined consumers are to pay a certain price. For certain products, it is precisely the high price that increases sales, validating the slogan, “It has always been a little more expensive to have good taste.”

Palabras para recordar

competitive: combative, competition oriented, ready for action

yield: earnings, income, returns, profit, proceeds, revenue

to determine: to define, to establish, to fix, to constitute, to decide

to adjust: to adapt, to fine-tune, to align, to arrange, to orientate

accordingly: appropriately, correspondingly, properly, suitably

to apply: to use, to put to use, to employ, to utilise

to gather: to compile, to bring together, to round up, to put together

to not comply with: to not fulfil, follow, obey, conform to, or adhere to

to assess: to define, to determine, to establish, to consider

far too expensive: much too, by a great amount too, or markedly too costly

in the lead-up: prior, earlier, in advance

to desire: to want, to need, to fancy, to be bent on

to abstain from: to refrain from, to renounce, to do without, to forbear

to gain: to achieve, to arrive at, to pick up, to build up, to secure

to implement: to put into effect, to realise, to carry out, to execute

to not be a constant: to not be a steady factor, an absolute term, or an invariable

to sustain: to hold, to maintain, to uphold, to preserve

auxiliary: additional, supplementary, extra, secondary, supporting, ancillary, added

indispensable: essential, necessary, high-priority, fundamental, key

to fear: to be afraid of, to worry about, to be anxious about, to be scared of

to adhere to: to stick to, to hold to, to fulfil, to be faithful to

to maintain: to uphold, to keep up, to preserve, to keep in existence

to preclude: to prevent, to prohibit, to make impossible, to rule out, to bar

comparison: contrast, differentiation, collation, judgement, evaluation

spare parts kit: extra, additional, or reserve set of components

are referred to: are directed, forwarded, sent, or transferred to

complementary: accompanying, supplementary

the more inclined: the more willing, ready, predisposed, prone, or liable

to have good taste: to have style, elegance, stylishness, or finesse

Less is more – selective use of handouts

As a matter of principle, it makes sense to adhere to the motto “less is more,” because when you give a customer more handouts than what he can put up with, he will just tune out. You should consider this when you use brochures, demo CDs or the like. Very closely watch his reaction and spontaneously decide whether you will keep sending new informational material his way.

To what extent you utilise these respective media samples depends on your customer’s preferences: Some people need to hold something in their hand. They print out everything, carefully work through brochures, mark important passages, and annotate them with post-its. Crucial to this is always the quality of the dialogue: Take into account that the presentation should not end up as a monologue.

Palabras para recordar

selective use: targeted, purposeful, discerning, or careful usage

as a matter of principle: basically, on principle

to adhere to: to stick to, to hold fast to, to comply with, to be faithful to, to follow

more than what one can put up with: more than what one can endure, bear, or tolerate

to tune out: to turn away from it all, to stop paying attention

to what extent: to what degree, amount, level, or point

to utilise: to make use of, to employ, to resort to, to take advantage of

to depend on: to be contingent upon, subject to, based upon, or influenced by

to annotate: to comment on, to add notes to, to add footnotes to

crucial: decisive, pivotal, essential, vital, necessary, critical

Paving the way for the sale

Promotional material is effective if it is attuned to the potential customer’s information needs. When running advertising campaigns, it is common practice in many companies to send prospectuses, brochures, catalogues and other promotional material to potential customers. Thomas Burzler, chief executive officer of sales motion in Dillingen/Donau, however, advises against such practice.

He recommends that the internal sales force call the potential customer beforehand in order to determine what his current requirements are and what type of information he is most interested in. “Otherwise it would be pure luck if a prospect happened to be genuinely interested and considered purchasing at that time,” says Thomas Burzler. “The more common scenario is that the prospect is not even aware of a need or problem.” In this case, it would not work to send detailed promotional material about products and solutions to the potential customer because he will be neither interested nor willing to study the brochures. “However, it is a good idea to send out more general information leaflets once in a while to keep the prospect reminded of you,” explains Thomas Burzler. “These leaflets should not be too detailed but still give the potential customer a good idea about the products you offer or the services you render, in case of need.”

How often to contact the prospect?

The right number of contacts is the deciding factor when it comes to making the prospective customer think immediately about your company at the right moment. Thomas Burzler recommends doubling the time between each contact. For example: Immediately after the telephone call, send initial information about your company to the prospect. He will receive it in about two days. You may call him about four days later, referring to the information you sent him. One week later, an e-mail newsletter could be the next contact, etc. If the contact frequency is at about four to six months, which passes very quickly, this frequency may be maintained. “Newsletters and similar promotional aids are very appropriate in this case,” says Thomas Burzler.

If there is concrete interest

If there is specific interest on the prospect’s part, it is advantageous to send him individualised information, tailored to his requirements.

You should save him the trouble of having to leaf through an entire catalogue. “For example, you could use post-it notes with handwritten tips to guide him to the information that interests him most,” suggests Thomas Burzler. He also recommends making specific reference to the previous phone call in the cover letter. Instead of writing, “Per our phone conversation, enclosed please find the information you requested,” the recipient will pay more attention to the promotional material if he finds special tips and explanations in the text of the cover letter, saying “You were especially interested in our solution for… Please find details on page… I’ve highlighted the important paragraphs in the brochure for you.”

Be careful with requests for written offers

If someone asks for a written offer or to receive promotional material, Burzler also recommends calling the prospect first. “One may safely assume that the prospect also requests information from competitors and compares it, purely on price, if he doesn’t have other criteria to go by.”

Calling the prospect to determine the actual requirements gives the internal sales force the opportunity to distinguish themselves from other competitors, should they only send out written material. “Besides, over the phone you can find out what it’s all about and which problem the prospect needs a solution for. With this knowledge in hand, you are able to customise the written information to the potential customer’s requirements and wishes,” says Burzler. “Consequently, this will increase the chances for success.”

Palabras para recordar

to pave the way for something: to prepare, clear the way, or make preparations for something

to be attuned to: to be adjusted, tailored, fitted, or assimilated to

common practice: customary, everyday, routine, or standard procedure

to advise against something: to warn or caution not to do something

current: present, present-day, existing, ongoing

to be pure luck: to be good fortune, a sheer blessing, or an utter stoke of luck

to be genuinely interested: to be truly or really intrigued

to not be aware of something: to not be conscious or in the know about something

leaflet: booklet, brochure, pamphlet, flier

to render: to provide, to give, to deliver, to supply, to make available

to refer to: to mention, to bring up, to talk about, to speak of

to be maintained: to be kept up, continued, kept going, or carried on

aids: means, tools, resources

to be advantageous: to be beneficial, helpful, useful, or of benefit

tailored to: modified to, adapted to, adjusted to, customised to

entire: whole, complete, full

previous: earlier, preceding, prior

cover letter: first page of the written message

recipient: receiver, addressee

to highlight: to mark, to tag

paragraph: section, part, item

to safely assume something: to take something for granted, to surely expect something

to distinguish oneself from: to set oneself apart from, to single oneself out from

to increase: to add to, to boost, to augment, to enhance, to heighten

Approaching customers on the spot

With the help of geo-marketing, target areas and available addresses can be examined for their potential in advance. This regionally individualised target group approach is the key to success in direct marketing.

In the geo-strategic optimising of a direct marketing campaign, not only demographic data such as age, profession, household income, or information pertaining to product affinity play a part, but also the proximity to the competition, or the distance and routes to the supplier’s locations and branch offices.

The available amount of data on business and consumer target audiences is enormous: Schober’s subsidiary, Infas Geodaten, has a household database including 35 million home addresses at their disposal, selectable by microgeographic characteristics, more than five million so-called lifestyle addresses, selectable according to specific buying intentions, consumer focal points and interests, more than seven million private email addresses with consent for email marketing, and more than five million business addresses in Germany, Austria, and Switzerland.

With the help of geo-information systems, the GfK (Association for Consumer Research) Geomarketing is optimising their customers’ dialogue marketing campaigns. In this process, applicable addresses are filtered from the existing pool of addresses, responses are analysed, and the levels of efficiency are compared. What lies behind this: In a mailing campaign, the response rate can indeed be measured but most of the time the senders are deprived of the information about where exactly their informative letters had a high response and in which regions a comparatively small response was achieved.

By using a recent example, the mechanism of the geo-strategic optimising process becomes clear: Mailings were to be sent to retail businesses. The following objectives were to be taken into account: To localise profitable target areas and target groups in order to minimise or altogether avoid wastage, to measure the mailings’ response rate differentiated according to regions, and to determine its consequences for sales. The goal was to reach retail businesses that are located in affluent regions allowing the sender of the informative letters to achieve a high contribution margin.

Initially, for the selection and evaluation of this data, the addresses were important. On the basis of the postal code, they were put into a geographical order and placed on a map. Because of the addresses’ geographic relation, more potential factors could be taken into consideration. For example: What part of the general buying power is available for the retail industry? Through this procedure, it was possible to find locations with strong retail trade – and these regions were especially interesting for the mailing campaign.

The costs for geo-strategic optimising of direct marketing campaigns vary, dependent on the depth of the analytical examination. If a client simply wants to isolate regions according to one specific characteristic like buying power, a few hundred Euros will suffice. For a more precise approach – perhaps down to the geocoordinate level and that for many regions – the expenses could possibly reach the six-figure area.

In order to raise the economic efficiency of geo-marketing, let your company’s various departments such as marketing, media planning and sales, share the secured data.

Palabras para recordar

to approach: to make advances to, to make a proposal to, to proposition

on the spot: on the scene, locally, on location, on site

in advance: beforehand, prior, ahead of time, earlier

affinity: partiality, attraction, liking, inclination

proximity: nearness, adjacency, vicinity, propinquity, closeness

subsidiary: affiliate, associated company, daughter company

to have at one’s disposal: to have available or on hand

focal point: focus, emphasis, main focus, main area of concern

consent: permission, go-ahead, authority, agreement, sanction

applicable: relevant, appropriate, pertinent, valid

indeed: in fact, rightly, actually, positively, for sure

to be deprived of: to be denied, to lack, to be deficient of, to be left without

recent: current, new, fresh, topical

were to be taken into account: were to be considered, included, regarded, or taken into consideration

wastage: deviation from spreading or distribution

affluent: wealthy, well-to-do, well off, moneyed

initially: first of all, at first, in the first instance

postal code: zip code, post code

map: chart, plan

could be taken into consideration: could be included, regarded, kept in mind, or incorporated

dependent on: conditional on, contingent on, determined by, subject to

to suffice: to be adequate, sufficient, or enough

to raise: to advance, to augment, to elevate, to heighten, to improve

In-depth knowledge about sales territories

Only if the sales manager has all relevant information on his desk, is he able to make goal-oriented decisions for his sales territories

“ If you want to last in business, you have to be flexible and this requires getting all relevant market and customer information from each sales territory at any given time,” is how Franz-Xaver Frischhut, head of accounting at Hamberger Industriewerke GmbH, Stephanskirchen, explains one of his company’s most important decisions: The manufacturer of parquet floors set up an IT-supported sales controlling system.

According to Frischhut, in order to be able to act quickly, one needs reliable, extensive data without delay, “Not just general figures are important, but also detailed analyses, broken down into individual product and customer groups per sales territory.” Above all, controlling of the sales territories is, in itself, an important leadership tool for the in-house sales managers: “The more up-to-date and precise the information they’re getting is, the more confident they can lead their sales force.”

Overview at the push of a button

After the project’s completion, the benefits become apparent: The approximately 30 users from management, sales, and accounting receive all information at the push of a button, which before they were able to determine only after doing elaborate research: Planned/actual comparisons of sales and results classified by customers, products, and branch sales offices.

By feeding not just the company’s internal information but also market research data into the data base, the sales managers get an idea about which territories still need to be developed or where market shares can be wrested from competitors. “And what’s all-important: One also finds out where you can push through which prices,” says Franz-Xaver Frischhut.

Palabras para recordar

in-depth: thorough, detailed, comprehensive, extensive, profound

territory: area, section, route

if you want to last in business: if you desire to continue, carry on, remain, or keep on in commerce

at any given time: at all times, all the time, each time, every time

head of accounting: chief, director, manager, or person in charge of bookkeeping

to set up: to establish, to start, to institute, to bring into being, to initiate

reliable: dependable, trustworthy, well-founded, credible, sound

without delay: quickly, fast, immediately, promptly, expeditiously

broken down into: separated, categorised, classified, or itemised into

the more confident: the more sure, positive, convinced, or secure

overview at the push of a button: overall view or general idea at a mouse click

to become apparent: to become clear, evident, obvious, discernible, or noticeable

elaborate: complicated, detailed, complex, painstaking, careful

planned/actual comparison: contrast of intended and confirmed data

still need to be developed: yet require to be tapped or opened up

to be wrested: to be wrung, taken away, or removed

to push through: to get through, to get accepted

SUV heats up business with new customers

During the pre-launch campaign for the Porsche Cayenne, existing and prospective customers, as well as dealers and their staff, were intensely and successfully prepared for the arrival of the new car model by the automobile manufacturer from Stuttgart.

For decades, Porsche has been the epitome of sports cars. However, with the introduction of the Cayenne model, a five-door, all-terrain sports utility vehicle (SUV), the Swabian car builder entered unknown territory. The company strategists and the trade partners were confronted with new tasks in regard to customer segmentation and sales approach. In their research, the Porsche marketers determined that a Cayenne’s potential buyer hardly differs from the owner of a classic Porsche sports car. The social background, above all, turned out to be nearly identical.

From their in-house market research, Porsche also knew that drivers of the 911 and Boxster models typically own two additional vehicles, one of them often being an SUV or a luxury limousine.

Therefore, it could be assumed that within this target group, which already shows a high degree of Porsche affinity, a strong interest for a sporty Porsche SUV would exist. “There was a high possibility that the Cayenne would sooner or later replace our existing customers’ different brand limousines or SUVs,” explains a Porsche marketer. “And because we have relatively good knowledge of our existing customers, we were able to address them directly and successfully.”

The second core target group for the Cayenne identified by the Porsche marketers were owners of SUVs and limousines of other brands who find the brand Porsche attractive and appealing. They perhaps have a certain affinity toward the 911 or Boxster but for family or other reasons so far have refrained from purchasing a classic sports car and therefore have not become a customer.

During the one-year pre-launch campaign, drivers of the models 911 and Boxster and new prospects were informed continually about the Cayenne’s product details. New customer addresses were acquired by means of an integrated communications strategy. This strategy comprised all elements of the marketing mix – from the classic advertisement with response elements to measures at the dealerships, dialogue marketing activities, for example a sixstep mailing campaign, to using the internet as information medium and the active acquisition of prospects. At the end of the pre-launch campaign, Porsche had acquired 25000 addresses of prospective customers in Germany alone. 54000 visitors came to the nationwide events at the Porsche centres on the occasion of the Cayenne’s sales promotion to inspect the SUV personally.

In order to bind the newly acquired customers long-term to the Porsche brand and the respective dealership “Porsche Centre”), the company supplied its trade partners with an entire package of customer-retention programmes.

Among them are safety training and sports car driving-days on blocked off race tracks, the Porsche sports driving school, the customer magazine Christophorus, or the customer newspaper Porsche Times, tailored to each Porsche Centre and its respective offer. In addition, the dealers regularly send personal notes to their customers and they are offered a membership in their local Porsche Club. These customer clubs are registered associations and are largely independent of the Porsche Company but still receive its tremendous care and support.

Conclusion: Porsche’s sales approach for the Cayenne’s pre-launch campaign proved to be a complete success: With a total of 15299 newly registered vehicles in Germany, Porsche set up a registration record in the fiscal year 2003/2004. More than one third, 5872 of them, were Cayenne automobiles.

Palabras para recordar

to heat up: to boost, to increase, to expand, to develop, to amplify

prospective customer: potential, future, likely, or soon-to-be client

dealer: trader, wholesaler

the epitome of: the essence, quintessence, embodiment, or archetype of

introduction: launch, presentation, promotion

all-terrain: cross-country

to enter unknown territory: to go into an unfamiliar or unexplored area

in regard to: on the subject of, as to, concerning, on the matter of

to hardly differ: to barely be different or dissimilar

owner: possessor, holder, keeper

it could be assumed: it could be taken for granted, presupposed, presumed, or believed

to replace: to take the place of, to supersede, to succeed, to come after

to address: to reach, to contact, to get in touch with, to get a message to

appealing: likeable, pleasing, interesting, engaging

to refrain from: to do without, to hold back, to forgo, to avoid

continually: repeatedly, frequently, regularly, constantly

to comprise: to include, to consist of, to contain, to be composed of

measures: course of action, steps, proceedings

to inspect: to take a close look at, to examine, to check out

retention: preservation, maintenance, loyalty

blocked off: closed off, cordoned off, barricaded, fenced off

tailored to: customised for, designed for, adapted to, modified for

membership: participation, involvement

registered association: registered as recorded club, society, organisation, or group

largely: for the most part, basically, to a large extent, to a great degree

tremendous: great, enormous, immense

to prove to be: to turn out to be, to end up being, to emerge as, to become

to set up: to establish, to produce, to achieve, to pull off

fiscal: business, financial, economic

Capítulo 4

Atender al cliente y tratar con él

En este capítulo

Cómo mantener clientes

Cómo retomar el contacto con antiguos clientes

Cómo recuperar a clientes perdidos

Qué podemos aprender del cliente

Hasta ahora hemos visto que para vender un producto hay que saber hablar. No obstante, solemos olvidarnos de un proceso de capital importancia: también hay que saber escuchar al cliente. El trato diario con los clientes puede ser una magnífica oportunidad de negocio, pero también de crecimiento personal. Cerrar una venta puede ser fácil: lo difícil es conseguir que se repita. La humildad, la capacidad de escuchar y la permeabilidad a buenas ideas pueden ser claves para mantener clientes, retomar un contacto después de mucho tiempo, o incluso recuperar a un cliente a quien se perdió por motivos que debes aprender a interpretar.

No podemos enseñarte a leerles la mente a tus clientes, pero sí a escuchar sus quejas, a establecer con ellos unos lazos de sinceridad y confianza y, en última instancia, a aprender de ellos. Todo esto te ayudará a aumentar las ventas, sí, pero también será una valiosa fuente de ideas.

Long-term retention of age 50+ customers

The tour operator TUI Germany has a knack for winning and retaining the frequently travelling and generously spending group of over 50 year-olds by providing customised offers.

For travel businesses, 50+ customers are an important and sought-after target group. These customers expect a great deal but are also willing to dig deep into their pockets to finance their vacation travels. But the 50+ target group is very heterogeneous, “For today’s over 50 year-olds, age itself doesn’t mean that much anymore,” explains Andreas Casdorff, head of product Line Management and Development for TUI Germany, “because these peoples’ self-image has changed a lot.” Characters and life situations of people aged 50+ are quite varied. Some are still working, while others are already retired. Frequently, people who just crossed the 50s threshold still have their children living with them, while older representatives of this target group are already grandparents. “From these criteria, quite different vacation needs arise,” explains Casdorff – and these different parameters have consequences for the sales approach.

That is why the tour operator first analysed the following questions, independently from the age issue: What is the target group’s motive for a vacation? What do these people expect from a vacation? What do they want to experience while on vacation? What are their value orientations?

The over 50 group’s younger representatives still show a presence in almost all the TUI product segments. They book relaxation and wellness offers just as often as activity vacations. However, there is a clear distinction between customers over 60 and the younger representatives of the target group, “As the 60+ customers don’t have to go to work anymore, their social environment may have become noticeably restricted,” Casdorff elucidates, “so when this target group takes a vacation, the concept of community takes on a more important role.” The TUI product Club Elan caters precisely to these needs. Club Elan is the centre point for the older customers, the creation of a community, and stands in the foreground of all activities.

The community aspect in turn contributes to the acquisition of new customers, especially among the 50+ crowd. Older people, especially, talk a lot about their vacation experiences. So there is a relatively high probability that a satisfied customer will bring in a new one.

Club Elan is one of the most actively pursued products in TUI’s customer relationship management. “Direct communication with the target group is an important subject,” says Andreas Casdorff, “and that is why we designed a website for Club Elan, where customers are able to communicate either with TUI or with each other.” With support of the Club Elan website, which, according to Casdorff, is used enthusiastically by the older customers, TUI is keeping its customer relationships going year-round and is keeping the brand in the customers’ consciousness. Another factor contributing to success is Club Elan’s own customer magazine, which is sent to customers several times per year with the idea of tying them to the brand. “This medium, too, meets this target group’s high demand for communication. The customer magazine offers customers the chance to publish their own articles, such as travel reports. That way the target group remains involved in the brand world because it regards this TUI medium, the one it co-designs, as its own,” says Casdorff.

Conclusion: Differentiating their sales approach according to the various vacation needs of the 50 and over customers pays off for TUI.

The customised offers for older travellers produce growth rates of over 20 %. Customer loyalty is enormous. 83% of all Club Elan customers have booked this offer at least twice before.

With travel operator brands such as TUI, Dr. Tigges, Airtours, 1-2-Fly, L’Tur, or Wolters Reisen, TUI Deutschland GmbH is the leading travel and leisure time business in Germany and a 100% daughter of the TUI AG. In the fiscal year 2004, its 58000 employees made 18 billion Euros in sales.

Palabras para recordar

long-term retention: lasting preservation, longstanding maintenance

to have a knack for something: to have a skill, talent, flair, or a special ability for something

generously spending: liberally splurging or consuming

customised: tailored, personalised, custom-made, modified

sought-after: very popular, very much in demand

to expect a great deal: to make great demands, to be more demanding

to dig deep into one’s pockets: to spend a lot of money

to be quite varied: to be very diverse, different, or unlike

to be retired: to have given up work, to have stopped working, to be pensioned off

to cross the 50s threshold: to turn 50, to celebrate one’s 50th birthday

to arise: to surface, to develop, to crop up, to appear, to evolve

sales approach: selling strategy or tactic

independently from: separately from, unrelated to, detached from

distinction: difference, dissimilarity, division, contrast

environment: situation, surroundings, setting, milieu

noticeably restricted: distinctly or markedly limited

to elucidate: to explain, to make clear, to clarify, to reveal

to cater precisely to: to meet, to fulfil, to comply with, to fit

creation: formation, making, establishment, construction

to contribute to: to be a factor in, to play a part in, to play a role in

crowd: group, set, circle, clique

pursued: chased, worked at, aimed at, engaged in

consciousness: mind, thoughts, awareness, memory, cognizance

to tie someone to: to bind someone to, to make someone stay loyal to

to remain: to stay, to keep on being, to continue to be

to regard: to look upon, to view, to see

various: different, diverse, assorted, miscellaneous, choice of

leisure time: free time, spare time, time off

Reactivating jeopardised customer relations

Reinforce the “strategic points of intersection” to meet your customer.

Your sales representative’s lack of emotional immediacy toward the customer may be interpreted as impoliteness and his credibility may be lacking as a result of carelessness, especially when promises were not delivered reliably, and his inflexibility may possibly be perceived as lacking in creativity. The customer relationship appears to be “muddled”.

But what is there to do? Better to play it safe from the start: Take the line of demarcation between your sales organisation and the customer as the starting point, where frictionless interactions are supposed to connect. And occupy this pivotal point not just with one single sales representative, who is only in touch with one single customer. Because you know: a bird can never fly with one wing.

For the most part, it is better to have a complete sales team in the supplier’s company to communicate on various levels with the buyer’s organisation.

Establish “strategic points of intersection”:

Where do the customer’s strengths and weaknesses come into view? Are they in accord with your own company’s?

Which key personalities in the customer organisation are crucial for the success of endeavouring towards a more solid commitment? Who are the supporters and who is a potential saboteur?

Who is a high-ranking decision maker in the buyer’s organisation, one who supports the principle of “customer intimacy” and supplies the necessary backing?

This is not supposed to mean that the connection simply stands and falls with one such person.

There can be others, depending on the size of the customer’s company. Please note: Companies with experience in regard to “customer intimacy” are looking to connect to the right teams in the customer organisation straight from the beginning. This will not only provide the required working environment, but also signals the purest of intentions.

As soon as a person has taken up a specific position, a constructive and consistent stream of communication needs to commence to cement the ties. Constantly verify whether the demands are being met! Despite the phrase-mongering in many brochures – inspire in your customer the heartfelt notion that he actually does take centre stage!

Secure lasting success

Please never forget: In this philosophy, sales revenues initially are not identical to success. Success will ensue when the customer runs a project with you that has clearly contributed to their advancement. Yet, this imperatively means that all parties involved need to have an understanding and acceptance what exactly this advancement consists of.

Or approach your customer, should they at some point bemoan profit collapses, and offer to amend their contracts in a flexible manner. In the long run, such small concessions contribute, for example, to the fortification of trust, when difficulties are experienced and endured together.

Palabras para recordar

jeopardised: threatened, imperilled, vulnerable

to reinforce: to strengthen, to fortify, to give a boost to, to bolster

point of intersection: meeting or crossing point, juncture, node

lack of: absence, deprivation, or shortage of

immediacy: nearness, closeness, propinquity

credibility: trustworthiness, reliability, integrity, authority, standing

appears to be muddled: seems to be messed up, tangled, or in shambles

frictionless: smooth, unobstructed, trouble-free

are supposed to connect: should link up with one another

pivotal point: central point, focal point

a bird can never fly with one wing: you cannot stand while having only one foot on the ground

in accord with: in concurrence, agreement, or accordance with

of endeavouring towards: of striving for, of trying one’s hand at, of attempting, of making an effort for

backing: support, help, assistance, encouragement, cooperation

the purest of intentions: honourable, upright, or decent objectives

to commence: to begin, to start

phrase-mongering: hot air, waffling, flannelling, gobbledygook

the heartfelt notion: the sincere, genuine, profound, or deep belief

that he actually does take centre stage: that he is really the focus of attention or interest

to ensue: to develop, to follow, to occur, to happen, to turn up, to transpire

advancement: progress, improvement, development, furtherance

imperatively: coercively, stringently, strictly, rigorously

to bemoan: to complain, moan, or grumble about

to amend: to make changes to, to alter, to make corrections to, to modify

fortification of trust: strengthening or reinforcement of confidence

to endure: to weather, to withstand, to stick out, to get through

Special Report: How to recapture lost customers

Customer, come back!

In her newly published book Come back! How to recapture lost customers Anne Schüller shows the five steps to recapturing lost customers quickly and successfully. The book also devotes a section to the prevention of customer loss.

The start

Customer revitalisation management starts where all retention measures have failed, which means that the customer has officially terminated the business relationship or left tacitly. According to loyalty marketing expert Anne Schüller, two aspects arise from this:

Cancellation management: the objective is to ward off cancellations or induce customers to withdraw them.

Revitalisation management: the objective is to resume business relationships which had discontinued or had fizzled out.

It is crucial to find out immediately which customer left, for what reasons and how to go about recapturing that customer in order to do better the second time around. Schüller presents the customer revitalisation management in five steps:

1. Identification of the lost or “sleeping” customers.

2. Analysis of the reasons for loss.

3. Planning and implementation of regaining measures.

4. Result checking and optimisation.

5. Prevention.

Find out the true reasons

The author points out that the true reasons for losing a customer are often emotional ones. Rarely is customer loss a matter of price. “Too expensive” is a wonderful pretext for both sides: It’s an easy way out for the customer because he doesn’t have to give any reasons and is not pushed to disclose his “emotional pain,” as Schüller describes it. For his counterpart on the selling side, it is convenient because it allows him to evade taking personal responsibility. However, if you don’t know the real reasons you are not able to plan and implement corrective measures.

To be successful, it is critical to be aware of customers’ expectations; customers, who just left, are very helpful in pointing out your company’s strengths and weaknesses. It is important to pay close attention to the cancellation notices and to keep an eye on the complaint statistics. Of course, your company should also conduct customer surveys on a regular basis.

Anne Schüller’s practical tips for conducting a customer survey:

Which goals are to be achieved by conducting the survey?

What exactly do you want to know from the lost customers?

Which customers are to be asked? – Do you ask them for their permission to do the survey so they don’t feel like you throw them a curve?

Which survey method is suitable? Who will conduct it? Has it been ensured that this method brings relevant results?

How will the results be processed, interpreted and presented? Who will receive them?

Who is in charge of making the necessary action plans? Who implements them? Who controls them?

How do customers find out about the improvement processes?

Hard and soft

There are obvious and measurable complaints, which are the “hard” facts, such as:

wrong or missing information waiting periods are too long (telephone, etc.),

delivery or installation periods are too long,

lacking adherence to delivery dates,

poor or deteriorating product or service, quality,

breach of agreements,

errors in invoicing, etc.

According to Schüller, the soft factors are intangible and much more connected with the customers’ expectations.

The following soft factors may lead to losing customers:

not enough contact; the customer feels he’s been forgotten,

the contacts’ impolite and unfriendly behaviour,

lack of responsiveness to and interest in the customers’ needs,

not enough flexibility (possibly because of administrative structures),

discord between salesperson and customer or frequent change of contacts,

poor complaint management, etc. After the analysis, recapturing measures need to be finalised quickly.

Which customer is to be recaptured?

Who is to approach the lost customers?

What do we offer them?

When will that happen?

How much of the budget is available for this?

What is the concrete course of action?

In the next step, customers are segmented into profitable and unprofitable ones. After a great deal of preparatory work, measures have to be scheduled – in Schüller’s view, communication is the central tool for approaching lost customers. She rates verbal communication much higher than the written one. Following, the success hierarchy:

personal conversation,

telephone conversation,

letter, offer, mailing,

e-mail, text message. After the measures have been finalised, the results and success rates are to be determined.

Palabras para recordar

to recapture: to bring back, to return with, to go and get, to get hold of, to win back, to regain, to recover, to reclaim

to devote: to assign, to allot, to set aside, to offer, to dedicate

retention measures: preservation or maintenance actions

to have failed: to have been unsuccessful, fallen through, or not succeeded

to terminate: to end, to stop

to leave tacitly: to go away quietly, to depart without saying a word

to arise from this: to appear, surface, evolve, or emerge from this

objective: goal, intention, purpose

to ward off: to fend off, to beat off, to stave off, to avert, to rule out, to repel, to repulse, to keep at bay, to fight off

to withdraw something: to take something back, to retract something

to resume: to start again, to recommence, to restart, to take up again

to discontinue: to stop, to come to a halt, to be terminated or broken off

to fizzle out: to peter out, to fold, to flop, to fall through

to be crucial: to be critical, essential, important, or key

the second time around: at the next try or attempt

implementation: execution, carrying out, enforcement

pretext: excuse, alleged reason, pretence, cover

to disclose: to reveal, to make known, to divulge, to impart

pain: hurting, suffering, unhappiness

to be convenient: to be opportune, useful, or favourable

to evade: to avoid, to dodge, to shake off, to sidestep

expectations: outlook, viewpoint

strengths and weaknesses: good and bad points, positive and negative sides

cancellation notice: letter of annulment, termination, or cessation

complaint: criticism, grievance, statement of dissatisfaction

to conduct: to carry out, to do

survey: opinion poll, review, analysis

permission: consent, authorisation, go-ahead, agreement, okay, say-so

to throw someone a curve: to take someone unawares, to throw someone off their guard

ensured: made sure, made certain, guaranteed, warranted

processed: sorted out, handled,

to be in charge of something: to be responsible or accountable for something

obvious: clear, palpable, noticeable, visible, discernible, recognisable

measurable: assessable, estimable, appraisable, fathomable

lacking adherence to delivery dates: failing to distribute merchandise on time or punctually

deteriorating: worsening, declining, going downhill, weakening

breach of agreements: breaking, violating, or contravention of contracts

error in invoicing: mistake, inaccuracy, or miscalculation in billing

to be intangible: to be impalpable or untouchable

connected with: linked to, associated with, related to

impolite: rude, ill-mannered, bad-mannered, discourteous, ungracious

responsiveness: receptiveness, sensitivity, openness, reaction

discord: friction, disagreement, difference of opinion, dissension, conflict

to approach: to speak to, to talk to, to get in touch with, to make contact with

is available: is to be had, is on hand, is obtainable, is existing

preparatory work: preliminary, introductory, or basic effort

tool: instrument, resource, vehicle, catalyst, channel

to rate: to regard, to esteem, to value

The customer as ideas provider

Salespeople, who are proactive in getting suggestions for improvement from their customers, strengthen the customer relationship and provide useful impulses to their company.

When Mark D., a sales representative for a plastics producer, takes samples along to his customers they know that they are “faced with a challenge” because the sales representative is not content with polite answers. “I want to know exactly what the customer’s opinion is, what bothers him about the material, and what he would like to be different.”

To him, direct and honest answers are the only useful responses, “Once a customer became annoyed and explained to me that I didn’t need to bother to come back with such a product and why. I was even glad to get this reaction because I pass on honest customer feedback to my sales manager and the research and development department. This kind of feedback provides us with important clues as to what our customers really need.”

The aforementioned customer was very surprised when Mark D. invited him, just like that, to the next customer workshop, “In our company, ideas workshops with customers take place on a regular basis, first to get to know them better and then to be proactive in obtaining their suggestions for improvement. Basically, each suggestion for improvement made by a customer is an important impulse for us.”

In addition to these product-oriented suggestions for improvement, customers are asked regularly whether they are satisfied with the way the sales representatives look after them. “In this case also, I prefer an honest feedback over a polite one,” says Mark D. “After all I don’t visit them just to pass the time. I want my visits to be profitable for both sides.”

Palabras para recordar

provider: supplier, source, contributor, bringer, giver

suggestion for improvement: proposal, proposition, or plan for betterment

to strengthen: to make stronger, to give strength to, to fortify, to give a boost to

sample: example, model, representative type

to be faced with a challenge: to be confronted with a difficult task

to not be content: to not be satisfied, pleased, or comfortable

polite: diplomatic, polished, tactful, subtle, suave

to bother: to worry, to trouble, to concern, to distress

to become annoyed: to become angry, irritated, exasperated, or upset

to not need to bother: to not need to concern oneself, to not take the time or effort

to pass on: to convey, to forward, to impart, to communicate

clue: information, sign, hint, evidence, pointer

aforementioned: previously described, forenamed, abovementioned

to prefer: to favour, to choose, to select, to pick

to pass the time: to while away, occupy, or spend the hours

Complaints are opportunities

Sales representatives need to take each customer complaint seriously and respond immediately.

Many times Wolf T., a sales representative for a supplier in Essen, has received text messages like this one from his colleagues in the internal sales force, “Call customer XYZ right away, he’s very upset!” – “And when I called back it turned out that it was only a minor detail that had to be resolved in order to make the customer happy again.”

However, Wolf T. knows that no customer complaint should be taken lightly, “You always have to react quickly. What’s most important is to convey to the customer: I do what I can. Even if you can’t drop everything, you should make it clear to the customer that only he matters right now.”

Two customer groups

Walter G., a sales representative for a commercial enterprise from Berlin, divides his customers into two groups: the desperate ones and the ones who crave attention. “The latter ones use the opportunity to be the centre of attention. It’s not so much about the matter itself. In contrast, the customers from the first group are really helpless and hope that someone rescues them from their plight.”

Conclusion: Professionally handled complaints present an excellent opportunity for expanding business with the customer. In Walter G.’s words, “The happy ending of a complaint often means a new order.”

Palabras para recordar

complaint: criticism, grievance, statement of dissatisfaction

to respond: to react, to take action

upset: annoyed, angry, irritated, exasperated, aggravated

minor detail: small, inconsequential, unimportant, or insignificant aspect

to be resolved: to be sorted out, settled, or worked out

be taken lightly: be treated carelessly, nonchalantly, or casually

to drop everything: to leave or abandon your work

to matter: to be of importance, to count, to be significant

the desperate ones: the frantic, anxious, distressed, or fraught ones

to crave attention: to long for, yearn for, or hunger after being noticed

the latter ones: the last-mentioned, the second-mentioned, the second of the two

matter: issue, question, problem, topic

to rescue someone from: to save someone from, to get

Only promise what you can keep

It is bad enough when a customer complains. This is why you have to make sure that his problem, and the aggravation that is coupled with it will not increase.

Play it safe and only make promises to the customer which you can faithfully keep.

Following are some examples:

Revert to measures that are standard practise in your company or measures that you know will be carried out automatically. These can be:

A colleague in the department, who is responsible for the product in question, calls the customer back within a (short) predetermined period of time.

The customer receives the names and extension numbers of contact persons, in case he has further inquiries.

A customer service representative arrives on location at the customer’s during an agreed-upon maximum timeframe and is, of course, already precisely informed about the problem, so that the customer won’t have to explain all the details once more.

If the problem concerns the field sales force, they are to be informed immediately on their mobile phone. In case they are not available, leave the necessary information on their voice mail and ask for an immediate call-back. In addition, inform the customer about this and give him the sales representative’s mobile phone number.

You assure the customer that you will inform him within a certain timeframe about the instant measures that will be taken. If it becomes apparent that this may take a while, call the customer right away and let him know the actual state of affairs.

You can extend and complete this list just as you like. It is important, however, that this list contains only such provisions that need to be carried out without fail.

Display appropriate reactions

Complaints are usually linked with considerable annoyance for the customers. The following sample sentences are well-suited for an initial reaction on the phone:

“I sympathise with you being annoyed/I can very well understand you being annoyed.”

“I can understand that you are angry about this.”

“I understand very well why you are angry.”

“It is very understandable that you are exasperated about this.”

“Your disappointment about… is completely understandable.”

“We are very sorry/we very much regret that you’re experiencing such a hassle because of…”

Examples of a written answer to a complaint:

“You were complaining about… We are deeply sorry/we regret deeply that it has come to this.”

“You were complaining about… For any inconvenience that was caused to you as a result, we sincerely apologise.”

“We received your complaint about... with great dismay. We sincerely apologise for the trouble and inconvenience that this may have caused you.”

Customer

Customer Service Associate

Phrase 1

“The shipment hasn’t arrived yet! How much longer do we need to wait?”

(Listen intently, let the customer finish what he is saying, take notes.)

Phrase 2

“I am deeply sorry, that is really awfully troublesome.” (Develop your own variation.)

Phrase 3

(Customer quotes a specific time.)

(Customer speaks out on this.)

“When was the shipment supposed to arrive?”

“Where you informed that there would be a delay?”

Phrase 4

“So, the shipment was supposed to be there by... and has not yet arrived.”

Phrase 5

“Thank you very much for informing us about this. I will arrange with... to deliver immediately.”
(Inform the customer about the unfolding events.)

Phrase 6

(Call the customers to verify that the shipment has arrived.)

Palabras para recordar

to promise: to guarantee, to assure, to pledge, to give one’s word to

it is bad enough: it is unfortunate, unfavourable, or distressing to begin with

to complain: to protest, to find fault, to object, to carp, to make a fuss

the aggravation that is coupled with it: the annoyance, irritation, or stress that is connected with it

to play it safe: to take no chances, to stay out of danger, to take no risk

faithfully: loyally, truly, realistically

to revert to something: to fall back on, resort to, or make use of something

will be carried out: will be done, completed, accomplished, implemented, or executed

predetermined: fixed, set, prearranged, preagreed, predecided

extension: call-through, direct dial, direct access

further inquiries: additional, more, extra, new, or other questions

an agreed-upon: a decided, a settled, an arranged, an established, an approved

to concern: to affect, to relate to, to involve, to be about, to have to do with, to pertain to

to assure: to promise to, to declare to, to affirm to, to give one’s word to

instant: immediate, on-the-spot, direct, prompt, instantaneous

to become apparent: to become clear, evident, obvious, plain, discernible, or noticeable

the actual state of affairs: how matters stand, what the current situation is

to extend: to expand, to lengthen, to increase in length, to continue

to contain: to hold, to include, to comprise, to involve, to incorporate

provisions: precautionary steps, measures, proceedings, or procedures

that need to be carried out without fail: that must be executed for certain, with certainty, or definitely

appropriate: proper, apt, suitable, correct

considerable: a great deal of, much, a lot of, a fair amount of

annoyance: irritation, frustration, exasperation, anger

to be well-suited for: to be good, right, or well qualified for

I sympathise with you being annoyed: I feel badly for you being angered, frustrated, or exasperated

to be angry about something: to be annoyed, irritated, gnashing one’s teeth, or furious about something

to experience such a hassle: to go through, suffer, or encounter such difficulties

inconvenience: disruption, disturbance, trouble, worry, vexation

we sincerely apologise: we genuinely ask for forgiveness, we express our heartfelt regret

with great dismay: with utter consternation, with deep regret, with great concern

associate: colleague, fellow worker, co-worker, employee, member of staff

shipment: delivery, consignment

intently: closely, carefully, attentively, keenly

awfully troublesome: terribly upsetting, bothersome, annoying, irritating, or distressing

variation: version, alternative, variant, adaptation

to quote: to refer to, to cite, to give, to mention, to name

delay: late arrival, hold-up, wait, hindrance, obstruction

to arrange with someone to do something: to make preparations or plans for someone to do something

unfolding: developing, progressing, evolving

to verify: to make sure, to ensure, to confirm

Opinion polls enhance customer satisfaction

If regular customer opinion polls become an integral part of your customer contact management, many problems can be recognised and solved before they start to show negative effects.

Basically, you may use either of the main versions of customer opinion polls:

The all around opinion polls

This type of poll covers all relevant areas of business developments and customer relationships. It should be conducted in regular intervals in order to be able to recognise changes and any new developments early on.

This kind of poll serves to determine customer satisfaction in general – it does not refer to special proceedings such as handling complaints or service/guarantee orders. This type of poll should be conducted about once a year.

The proceeding-oriented polls

It refers to a certain event and is carried out, for example, after a repeat, service, or guarantee order. It is important to perform the poll while the occurrence is still fresh in the customer’s mind.

Showing consideration for the customer

You should pay attention to the following points to ensure that customer polls are not perceived as nuisance but as a courtesy:

Choose the right time for the poll. Do not conduct elaborate surveys before and immediately after important trade fairs which your customers are attending.

Always tell your customers ahead of time about the poll. If you are conducting a written survey, call your customers beforehand and ask for their permission to question them. Doing so increases acceptance and results in a higher return rate. If you plan to question customers about after-purchase services, prepare them during the purchasing process to let them know there will be a poll coming up. If polls are done verbally, proceed the other way around and send a letter to your customers, announcing the upcoming poll. In this message, you can point out how the customer will benefit if he chooses to participate.

If you’re interviewing customers over the telephone, make sure to ask if this is an opportune time to be questioned. If the customer seems stressed and restless, ask if you should call back later.

Limit your questions to the essentials. Even if you’re conducting a major annual analysis, keep your questions in check. The often recommended upper limit of three pages of A4-sized paper signals to the receiver that he has his work cut out for him. It’s better to limit the questions to one printed page.

Make answering easy for the customer. Contrary to sales talks, closed questions are an advantage in polls because they are easier to answer. For example: The questions “Would you recommend us?” or “Have you ever recommended us?” can only be answered with “yes” or “no.” However, if you ask “What would be a reason for you to recommend us?” it takes a while for the customer to think about it. There is another advantage to asking closed questions: Spontaneous replies tend to be more apt. Therefore, test your questionnaire beforehand from that angle. The quicker the test persons are able to answer it, the better.

To each his own way of questioning

If you’re conducting a customer-satisfaction analysis, it may be useful to ask individual customer groups in different ways.

Here are some examples:

Ask high-maintenance customers, who need special solutions, first and foremost about their wishes and suggestions. Within this customer group, it may be beneficial to ask two or three open questions – provided they are asked in person and not on a questionnaire. It would be a good idea to offer discussion groups or conduct seminars for such “lead users.”

Customers, who require standard solutions and place emphasis on smooth handling, should be questioned on those subjects.

Among customers, who willingly and frequently provide feedback, questionnaires may be unnecessary if you can find out more about them and their degree of satisfaction in personal contact. In this case, it may be best to take notes on their comments made over the phone or during a visit and transfer them into the database or use them for measures of improvement.

You should interview reserved customers, who don’t provide feedback and do not answer questionnaires, over the phone. If they react negatively to general “surveys,” it is recommended to take advantage of concrete occasions, such as specialised services, to get them to talk freely in a personal conversation.

Palabras para recordar

opinion poll: survey, review, sample, market research

to enhance: to improve, to increase, to add to, to augment, to boost

can be recognised: can be identified, made out, or spotted

either: both, each

main: major, chief, principal, most important

to cover: to include, to deal with, to contain, to comprise, to involve

to be conducted: to be carried out, performed, or done

to determine: to find out about, to clarify, to learn about

proceedings: measures, procedures, courses of action

repeat order: additional, extra, or recurring sale

occurrence: event, incident, circumstance, happening, proceeding

to show consideration for someone: to display thoughtfulness or respect for someone

to ensure: to make sure, to make certain, to warrant

to not be perceived as: to not be understood, identified, or regarded as

nuisance: irritation, annoyance, bother, inconvenience, pestering, harassment

courtesy: special treatment, thoughtfulness, attentiveness

to choose: to select, to pick, to decide on, to settle on, to designate

elaborate: complex, involved, extensive

trade fair: exhibition, exposition, show

permission: consent, authorisation, go-ahead, okay, agreement, say-so

return rate: feedback proportion, percentage, or ratio

to announce: to make known, to report, to disclose, to reveal

opportune: appropriate, favourable, apt, suitable, fitting

restless: uneasy, on edge, ill at ease, agitated

to keep something in check: to keep something within bounds, to not go overboard with something

to have one’s work cut out for oneself: to have a big task or undertaking ahead of oneself

contrary to: in opposition to, at variance with, counter to, not in accord with

to tend to be more apt: to have a propensity to be true, correct, on target, or exactly right

questionnaire: survey, opinion

from that angle: from that perspective, viewpoint, standpoint, or point of view

high-maintenance: demanding, challenging, taxing

first and foremost: above all, first of all, in the first place

to place emphasis on: to put importance, attention, weight, or accent on

smooth handling: efficient or well-organised processing

occasion: event, occurrence, circumstance

Successful together for the long haul

Long-term customer relationships may be at risk if you don’t perceive gradual changes. Salespeople don’t always tap the full potential of their existing customer relationships. They believe that they have already opened up all possibilities and they forget that long-term business relationships in particular and the mode of collaboration undergo change.

Following, management consultant Maria Kopelent from Regensburg explains: “Business relationships are sensitive and fragile entities. Often the notion of a harmonious relationship with the customer prevails because you’ve know each other so well for such a long time. However, your own company’s re-organisation or internationalisation or that of your customers creates changes in different areas,” says Kopelent. Aside from a continuous exchange of information with the customer, she recommends dialogue workshops with a neutral moderator. “In a neutrally moderated process, people talk more openly and concretely about basic and trend-setting topics beyond the day-to-day business.” These are mainly:

shared opportunities and developments,

a shared understanding of the market and of the entire chain of processes,

sharing a common level and associating as peers.

“The expectations and assumptions as well as the ideas and wishes voiced on both sides create transparency about the current situation, the relationship’s development and the desire for change on both sides,” explains Maria Kopenent.

Palabras para recordar

for the long haul: long-term, for a long time

to be at risk: to be in danger, in peril, or in jeopardy

to perceive: to recognise, to identify, to distinguish, to detect

gradual changes: slow but sure, step-by-step, or degree-by-degree transformations

to tap: to draw on, to use, to make use of, to utilise, to put to use, to exhaust, to exploit

to have opened up all possibilities: to have taken advantage of or utilised all options

in particular: especially, particularly, specifically

mode of collaboration: way, style, manner, or method of working together

sensitive: delicate, easily damaged, vulnerable

fragile: easily broken, insubstantial, breakable, fine

entity: thing, creation

notion: idea, view, conception, perception, thought, belief, impression

to prevail: to be in existence, prevalent, or current

aside from: in addition to, on top of, besides

beyond: outside the reach or limitations of, surpassing

shared: joint, multiparty, combined, common, collective, concerted

chain of processes: sequence of procedures, series of developments

to associate as peers: to mix, keep company, or deal with each other as equals

assumption: supposition, premise, belief, conjecture

to voice: to put in words, to express, to give utterance to, to articulate, to communicate

current: present, existing, ongoing, recent

desire: wish, inclination, eagerness, want, preference

Vocabulario: inglés-español

A

abandoned: Abandonado

accordingly: Correspondientemente, de manera apropiada

across borders: En el extranjero

adaptation: Adaptación

added value: Valor añadido

advancement: Evolución

affluent: Ricas

aggravating: Irritante

aids: Ayudas

all-terrain: Todoterreno

along the lines: Del estilo

amply: Ampliamente

apologetic: Pedir disculpas

appealing: Interesante

appears to be muddled: Parece ser confuso

are being alienated: Enojarse

are referred to: Es remitido a

are supposed to connect: Se supone que conectan

as a matter of principle: Como principio

assessment of collaboration: Evaluación de colaboración

associate: Ayudante, compañero

at any given time: En todo momento

auxiliary: Auxiliar, complementario

award of contract: Concesión del contrato

B

be neglected: Ser ignorado

be taken lightly: Tomarse a la ligera

behaviour pattern: Patrón de conducta

binding guidelines: Pautas de obligado cumplimiento

bird can never fly wih one wing: Ningún pájaro puede volar con una sola ala

blocked off: Cerradas

broken down into: Desglosados en

buffer times: Tiempos de interrupción

business segments: Segmentos empresariales

buying syndicate: Grupo de compras

C

can be marked off: Poder dar por finalizado

cartridge: Cartucho

chain of processes: Cadena de procesos

change for the worse: Empeoramiento

chart: Gráfico

checkout: Caja

commission statement: Informes de comisiones

common practice: Práctica habitual

complementary: Complementarios

complies with: Cumple con

comprehensibility: Comprensión

concealed: Oculto

concerted effort: Esfuerzo combinado

conjoint measurement: Medida conjunta

consent: Consentimiento

considerable: Importante

consistency: Constancia

containment: Contención

conviction: Creencias

copy-cat: Imitación

could be taken into consideration: Podrían ser tomados en consideración

cover letter: Carátula

credibility: Credibilidad

crowd: Grupo

cue: Clave

D

deadline: Plazo

dealer: Concesionario

decisive for success: Decisivas para tener éxito

deep conviction: Convicción profunda

deep-frying: Freír

dependent on: Dependiendo de

depreciation: Amortización

desperate ones: Los desesperados

desperately needed: Urgentemente necesaria

diligence: Diligencia

dire times: Tiempos difíciles

disarming smile: Sonrisa cautivadora

distinct: Inequívoca

distribution channels: Canales de distribución

drugstore chain: Cadena de droguerías

durability: Duración

E

embedding: Incorporación

enduring: Duradero

entity: Asunto

entrepreneur: Empresario

epitome of: La personificación de

exclusively: Exclusivamente

exemplary: Ejemplar

exhibition: Exposición

expedient: Conveniente

expenses for tied up capital: Gastos por capital inmovilizado

F

fallacy: Falacia

fallback plan: Plan de emergencia

far too expensive: Excesivamente costoso

fear of failing: Miedo al fracaso

Federal Cross of Merit: Cruz al Mérito Federal

fiscal: Fiscal

focal point: Centro de atención

for the long haul: A largo plazo

for the purpose of: Al objeto de

fortification of trust: Fortificación de la confianza

fragile: Frágil

franchisee: Beneficiario de una franquicia

frictionless: Sin tiranteces

from floor to ceiling: Desde el suelo hasta el techo

from the vicinity of: De los alrededores de

full extent: Todo el alcance

full to the brim: Hasta arriba

G

generously spending: Gasto generoso

grab it straightaway: Aprovecharlo inmediatamente

gradual changes: Cambios graduales

grant: Subvención

grave: Cruciales

gut-feeling: Instinto

H

head of accounting: Jefe de contabilidad

heartfelt notion: El since-ro concepto

high repute: Buena reputación

human resources: Recursos humanos

I

if you want to last in business: Si desea seguir en el negocio

immediacy: Cercanía

imperatively: Imperativamente

in accord with: Estar de acuerdo con

in concurrence with: De acuerdo con

in making this added value visible: Hacer notorio el valor añadido

in the lead-up: Con anterioridad

incident: Incidente

inclusion: Inclusión

independently from: Independientemente de

indolence: Indolencia

intently imagined: Imaginado vívidamente

inter-coordinated: Intercoordinados

introduction: Introducción

invoiced: Facturados

is accomplished: Conseguirse

is supposed to: Ser supuestamente para

is the gist of what: Es la esencia

is to be executed: Debe llevarse a cabo

it could be assumed: Se podría dar por supuesto

it has not failed us yet: Todavía no nos ha fallado

it was a done deal: Todo estaba cerrado

J

jealousy: Envidia

jeopardised: En peligro

L

lateness: Impuntualidad

latter ones: Estos últimos

leaflet: Folletos

limited liability company: Sociedad de responsabilidad limitada

line of goods: Línea de producto

long-term retention: Retención a largo plazo

M

maintenance: Mantenimiento

map: Mapa

meaningless: Carentes de sentido

membership: Ser miembro

merger: Fusiones

misconceived: Mal concebida

mode of collaboration: Estilo de colaboración

more confident: Con mayor confianza

more customer-friendly approach: Un enfoque más orientado hacia el cliente

more distinct: Más singular

more inclined: Más predispuestos

more than what one can put up with: Más de los que se pueden tolerar

most malicious: La más maliciosa

most notable: Las más notables

N

necessities: Necesidades

need to be prevailed over: Deberse superar

newness: Novedad

noticeably restricted: Acusadamente limitado

notion: Idea

notorious: Famoso

O

objective targets: Metas objetivas

of endeavouring towards: De esforzarse por

office supply costs: Costes de suministros de oficina

old hand: Perro viejo

on an average of: Una media de

on the spot: En el lugar

on the spur of the moment: Al momento

overview at the push of a button: Panorámica general a un clic del ratón

P

partial: Parcial

phrase-mongering: Jerigonza

pillar: Pilar

pivotal point: Punto fundamental

planned/actual comparison: Comparación entre la previsión y la realidad

plight: Apuro

point of intersection: Punto de intersección

polite: Educadas

postal code: Código postal

precipitate: Precipitadas

predicament: Problemas

pricing as a competitive factor competitive: Precio como factor de competitividad competitivo

principal agent: Representante principal

printed impression: Imagen impresa

procurement: Abastecimiento

pronounced: Acusado

proximity: Proximidad

punctuality: Puntualidad

purest of intentions: Las intenciones más puras

pursued: Buscados

pushy: Agresivo

R

rallying cry: Lema

realisable: Factible

recipient: Receptor

reciprocal: Recíproca

recovery: Recuperación

registered association largely: Asociación registrada fundamental-mente

reluctantly: A regañadientes

renowned: Renombrados

reusable: Reutilizable

reward: Recompensa

ruinous competitive battles: Luchas competitivas desastrosas

ruthlessly: Sin piedad

S

sales-boosting: Potenciadora de las ventas

same parts management: Gestión de piezas iguales

sanitary facilities: Instalaciones sanitarias

seasonably: Estacionalmente

seasoned pro: Profesional experimentado

selective use: Uso selectivo

similar issues: Cuestiones parecidas

simple virtues: Cualidades sencillas

simplified: Simplificada

sole: Único

something encouraging: Algo estimulante

something is abandoned: Abandonar algo

sought-after: Cortejado

spare parts kit: Conjunto de piezas de repuesto

special request: Petición especial

steep: Alto

still need to be developed: Aún es necesario seguir insistiendo

stinginess is cool: La tacañería es genial

storage: Almacenamiento

subconscious: Subconsciente

subconsciously: Subconscientemente

subliminal: Subliminal

sub-segment: Subsegmento

subsidiary: Filial

suggestion for improvement: Sugerencias de mejora

superb: Magnífica

superfluous: Superfluas

survival: Supervivencia

T

tardy: Impuntual

target agreement: Acuerdo de objetivos

technical term: Término técnico

terms & conditions: Términos y condiciones

than suspected: De lo que se imaginan

that he actually does take centre stage: De que él es realmente el centro de atención

that may all be fine and dandy: Eso parece perfecto

they knew from experience: Saber por experiencia

to abstain from: Abstenerse de

to accord to: Ofrecer

to adress: Dirigirse a

to advise against something: Desaconsejar algo

to afford: Ofrecer

to allure: Atraer

to amend: Modificar

to annotate: Añadir notas a

to appoint: Designar

to appreciate someone: Valorar a alguien

to appreciate something greatly: Apreciar algo enormemente

to arise: Surgir

to associate as peers: Asociarse en pie de igualdad

to attempt: Intentar

to attune to: Adaptarse a

to be a native of: Ser natural de

to be a no-no for someone: Ser inaceptable para alguien

to be advantageous: Ser útil

to be agreeable towards: Parecerle bien

to be at risk: Peligrar

to be attuned to: Estar en sintonía

to be bothersome: Ser engorrosos

to be bound to fail: Seguramente fracasar

to be cajoled into something: Dejarse engatusar

to be completely unfounded: Carecer totalmente de fundamento

to be custom tailored to: Estar adaptada a las necesidades de

to be deprived of: Carecer de

to be determined: Tomar una determinación

to be disclosed to one: Serle revelado a uno

to be eager: Estar ansioso

to be even more essential: Ser aún más importante

to be exemplified by: Quedar de manifiesto por

to be faced with a challenge: Enfrentarse a un reto

to be genuinely interested: Estar realmente interesado

to be greatly tempted: Sentir la tentación

to be in charge of something: Estar a cargo de algo

to be in need of explanation: Necesitar explicación

to be in touch with something: Estar en contacto con algo

to be less of a concern: Ser de menor preocupación

to be maintained: Mantenerse

to be meliorated: Ser perfeccionadas

to be more sensible: Ser más sensato

to be obligated: Estar obligados a

to be on the look out for: Estar ojo avizor

to be overly zealous: Mostrar exceso de celo

to be perceived objectively: Ser percibido de forma objetiva

to be promising: Ser prometedores

to be prone to breaking down: Tener predisposición a estropearse

to be pure luck: Ser pura suerte

to be quite varied: Ser bastante diversos

to be readily available: Ser fácilmente accesible

to be responsible for something: Ser responsable de algo

to be retired: Estar jubilado

to be so dumbfounded: Quedarse tan asombrado

to be the way to go: Ser el camino que hay que seguir

to be very determined: Estar claramente decidido

to be virtually ubiquitous: Ser casi omnipresente

to be wrested: Ser arrebatado

to bear fruit: Dar fruto

to beat one to the punch: Adelantársele a alguien

to become annoyed: Enfadarse

to become apparent: Hacerse evidente

to become aware of something: Conocer

to bemoan: Lamentarse de

to bid farewell to something: Decirle adiós a algo

to bless: Bendecir

to blossom: Transformarse en

to calm someone down nit-picker: Calmar a alguien quisquilloso, puntilloso

to campaign: Luchar por

to cater precisely to: Atender precisamente a

to channel: Canalizar

to cheer up: Animarse

to climb the social ladder: Subir en la escala social

to coax someone out of one’s shell: Hacer salir a alguien de su cascarón

to come across as pushy: Parecer agresivo

to come away empty- handed: Terminar con las manos vacías

to come to an interesting conclusion: Llegar a una conclusión interesante

to compare notes: Intercambiar opiniones

to complete: Completar

to concern oneself with something: Preocuparse por algo

to consist solely of: Incluir únicamente

to consolidate: Consolidar

to constrain: Constreñir

to corner someone: Acorralar a alguien

to correlate: Guardar correlación

to crave attention: Reclamar atención

to cross the 50s threshold: Atravesar el umbral de los 50 años

to crumble: Desintegrar

to cut down: Reducir

to cut off: Interrumpir

to decrease: Disminuir

to devalue: Devaluar

to dig deep into one’s pockets: Rascarse el bolsillo

to display extra caution: Tener una precaución especial

to dispose of something: Deshacerse de algo

to disregard: Pasar por alto

to distinguish oneself from: Diferenciarse de

to distinguish oneself from someone: Diferenciarse de alguien

to do something to prompt someone: Inducir a alguien a hacer algo

to draw one’s conclusions: Extraer conclusiones

to drop everything: Dejarlo todo

to elucidate: Esclarecer, aclarar

to embark on: Emprender

to embrace: Aceptar

to enable: Posibilitar, permitir

to enter into: Introducir en

to enter unknown territory: Entrar en un terreno desconocido

to entertain considerable doubt: Albergar muchas dudas

to equip: Equipar

to expect a great deal: Ser muy exigente

to experience defeat: Sufrir una derrota

to fear: Temer

to feed someone’s hopes: Alimentar las esperanzas de alguien

to feel hassled: Sentirse molesto

to feel more obligated: Sentirse más obligado

to feel uneasy: Sentirse incómodo

to figure something out: Entender algo

to firmly root: Arraigar con firmeza

to fulfil their mission: Llevar a cabo su misión

to gain traction on: Conseguir acceso a

to get the bid: Conseguir la oferta

to get to the bottom of the matter: Llegar al fondo de la cuestión

to give someone similarly high marks: Otorgar a alguien unas calificaciones igualmente elevadas

to go into something: Ocuparse de algo

to go without saying: Ser completamente normal

to greatly amplify: Aumentar enormemente

to hail from: Ser de

to hang on: Aguantar sin cejar

to hardly differ: Diferir apenas

to haul in: Generar

to have a knack for something: Tener un don para algo

to have at one’s disposal: Tener a disposición de uno

to have come up with: Idear

to have good taste: Tener buen gusto

to have opened up all possibilities: Haber aprovechado todas las posibilidades

to have to grapple with something: Tener que esforzarse por resolver algo

to have to struggle through: Tener que esforzarse mucho

to heat up: Calentar

to help oneself to: Quedarse con

to hijack: Apropiarse de

to hurt no one: No perjudicar a nadie

to illustrate: Ilustrar

to inspect: Inspeccionar

to intently concern oneself with: Estar muy interesado en

to internalize something: Interiorizar algo

to inundate: Inundar

to issue: Distribuir

to jam: Bloquear

to keep cropping up: Suceder

to label as: Calificar como

to lack the motivation: Falta de motivación

to let oneself in for something: Dejarse atrapar

to level the price down: Reducir el precio

to link: Conectar

to make a face: Hacer muecas

to make someone suspicious: Hacerle a alguien desconfiar

to make up one’s mind to do something: Tomar la decisión de hacer algo

to no longer be content: Ya no basta

to nod: Asentir con la cabeza

to not be a constant: No ser una constante

to not be able to pull the wool oversomeone’s eyes: No poder engañar a alguien

to not be adding value: Que no añaden valor

to not be afraid of something: No tener miedo de

to not be aware of something: No ser consciente de algo

to not be completely done in: No estar completamente agotado

to not be content: No estar satisfecho

to not be rushed for time: No andar apresurado

to not be willing: No estar dispuestos a

to not comply with: No satisfacer

to not fall by the wayside: No perderse por el camino

to not lapse into: No adquirir

to not let oneself be put off: No dejarse disuadir

to not need to bother: No ser necesario molestarse

to not stand out: No destacar

to omit: Omitir

to open up new vistas: Abrir nuevas miras

to open up: Abrir

to outweigh: Compensar

to overcome: Superar

to overextend oneself: Extralimitarse

to pass the time: Pasar el tiempo

to pave the way for something: Preparar el camino

to pay attention to someone: Prestar atención a alguien

to pay heed to: Prestar atención

to peruse something: Leer algo detenidamente

to preclude: Impedir

to preferentially assign: Asignar preferentemente

to procrastinate in doing something: Posponer indefinidamente la realización de algo

to procrastinate: Posponer

to propose: Proponer

to prove to be: Resultar

to push through: Lograr la aceptación

to put good ideas into action: Poner en práctica las buenas ideas

to put on the back burner: Dejar en suspenso por el momento

to put someone in their place: Poner a alguien en su sitio

to put someone off: Desanimar

to quadruple: Cuadruplicarse

to recall from memory: Traer a la memoria

to recapture: Recuperar

to recruit: Contratar

to refrain from: Evitar

to remain unresponsive to something: Permanecer indiferente a algo

to render: Prestar

to rephrase: Reformular

to replace: Reemplazar

to reprimand: Castigarse

to rescue someone from: Rescatar a alguien de

to ring hollow: Sonar falso

to run into a lot of money: Consumir mucho dinero

to safely assume something: Suponer con seguridad algo

to seek advice from: Buscar consejo en

to seem suspicious: Parecer sospechosa

to shrink: Reducirse

to sink deep into one’s memory: Memorizar bien a fondo

to stay true to someone: Mantenerse fiel a alguien

to stem from something: Ser producto de

to stem from: Provenir de

to stick to one’s guns: Mantenerse firme

to stick to one’s set objectives: Atenerse a los objetivos que uno se ha marcado

to strike the right note: Dar en el clavo

to substantiate: Demostrar

to substituted by: Sustituir por

to substitute for: Sustituir por

to surround oneself with: Dejar que algo se contagie

to survive: Sobrevivir

to take a new run at it: Intentarlo de nuevo

to take one’s time: Tomarse su tiempo

to tap: Aprovechar

to trace: Seguir

to tune out: Dejar de prestar atención

to unburden: Descargar

to undercut: Bajar

to undergo change: Experimentar cambios

to utter: Pronunciar

to valorise: Potenciar

to ward off: Protegerse contra

to weave: Tejer

tremendous: Enorme

truth dawned on him: Se da cuenta de la realidad

U

unique: Única

unknown entity: Organismo desconocido

unmistakable: Inconfundible

used-up: Usado

utmost: Mayor

V

variant: Alternativa

various sources: Diversas fuentes

victim: Una víctima

W

was commissioned: Se le encargó

wastage: Pérdida

were to be taken into account: Fueron tenidos en cuenta

what do I get out of it: En qué me beneficia

whereabouts: Paradero

wholesale: Al por mayor

words of salutation: Pala-bras de saludo

Glosario

abandoned: dropped, done without, given up, put aside, relinquished

accordingly: appropriately, correspondingly, properly, suitably

across borders: in foreign, far-off, or distant countries, overseas

actual state of affairs: how matters stand, what the current situation is

added value: additional or extra worth

advancement: progress, improvement, development, furtherance

affluent: wealthy, well-to-do, well off, moneyed

aggravating: frustrating, irritating, annoying, getting on one’s nerves

aggravation that is coupled with it: the annoyance, irritation, or stress that is connected with it

aids: means, tools, resources

all-terrain: cross-country

along the lines: within the framework or bounds, in the context

amply: sufficiently, adequately, abundantly

an agreed-upon: a decided, a settled, an arranged, an established, an approved

apologetic: remorseful, contrite, regretful

appealing: likeable, pleasing, interesting, engaging

appears to be muddled: seems to be messed up, tangled, or in shambles

applicable: relevant, appropriate, pertinent, valid

are referred to: are directed, forwarded, sent, or transferred to

are supposed to connect: should link up with one another

as a matter of principle: basically, on principle

assessment of collaboration: evaluation of teamwork or partnership

associate: colleague, fellow worker, co-worker, employee, member of staff

at any given time: at all times, all the time, each time, every time

auxiliary: additional, supplementary, extra, secondary, supporting, ancillary, added

award of contract: contract award process, placing of orders

awfully troublesome: terribly upsetting, bothersome, annoying, irritating, or distressing

be neglected: be ignored, looked over, disregarded, forgotten, or avoided

be taken lightly: be treated carelessly, nonchalantly, or casually

behaviour pattern: way of acting, system of conduct, comportment, deportment, or bearing

binding guidelines: compulsory, obligatory, or requisite rules

bird can never fly with one wing: you cannot stand while having only one foot on the ground

blocked off: closed off, cordoned off, barricaded, fenced off

breach of agreements: breaking, violating, or contravention of contracts

broken down into: separated, categorised, classified, or itemised into

buffer times: leeway, elbowroom, latitude. room to move, breathing space

buying syndicate: purchasing association or group

can be marked off: can be finished, completed, done, concluded, accomplished, or fulfilled

can be recognised: can be identified, made out, or spotted

cancellation notice: letter of annulment, termination, or cessation

cartridge: cassette, container

chain of processes: sequence of procedures, series of developments

change for the worse: a deterioration, decline, or weakening

checkout: cash point, cash register

collector’s value: saver’s or accumulator’s worth

commission statement: percentage receipt, compensation record

common practice: customary, everyday, routine, or standard procedure

complementary: accompanying, supplementary

complies with: adheres to, conforms to, acquiesces with, assents to, meets the terms of

concealed: hidden, out of sight, unnoticed, obscured

concerted effort: combined, joint, or collaborative operation

conjoint measurement: united, connected, or combined analysis

connected with: linked to, associated with, related to

consciousness: mind, thoughts, awareness, memory, cognizance

consent: permission, go-ahead, authority, agreement, sanction

considerably: significantly, very much, a great deal, substantially

consistency: constancy, steadiness, stability, dependability

containment: control, restriction, regulation, limitation

contrary to: in opposition to, at variance with, counter to, not in accord with

copy-cat: imitator, copier

could be taken into consideration: could be included, regarded, kept in mind, or incorporated

courtesy: special treatment, thoughtfulness, attentiveness

cover letter: first page of the written message

credibility: trustworthiness, reliability, integrity, authority, standing

crowd: group, set, circle, clique

cue: hint, signal, sign, intimation, indication

deadline: time limit, cut-off-date, target

dealer: trader, wholesaler

decisive: deciding, determining, critical

decisive for success: important, crucial, influential, or key for victory

deep-frying: cooking

demeanour: manner, conduct, behaviour

dependent on: conditional on, contingent on, determined by, subject to

depreciation: decrease, lowering, or reduction in value

desperate ones: the frantic, anxious, distressed, or fraught ones

desperately needed: very much, greatly or urgently required

deteriorating: worsening, declining, going downhill, weakening

diligence: assiduity, industriousness, heedfulness, laboriousness, conscientiousness

dire times: bad, difficult, trying, tough, dismal, dreadful, or critical spell

disarming smile: charming, persuasive, or winning beam

discord: friction, disagreement, difference of opinion, dissension, conflict

distinct: clear, unmistakeable, definite, recognisable, palpable, noticeable, plain

distribution channels: sales means, media, vehicles, or routes

drugstore chain: chemist’s shop franchise or group

durability: permanence, durableness, long-lastingness, soundness

durable consumer goods: long-lasting, hard-wearing, or strong end-user commodities

enduring: lasting, continuing, stable

ensured: made sure, made certain, guaranteed, warranted

entity: thing, creation

entrepreneur: businessman, business owner, enterpriser

epitome of: the essence, quintessence, embodiment, or archetype of

error in invoicing: mistake, inaccuracy, or miscalculation in billing

exclusively: solely, only

exemplary: excellent, commendable, very good, model, ideal

expenses for tied up capital: cost of the employed capital, associated costs

faithfully: loyally, truly, realistically

fallacy: misleading notion, erroneous belief, false conclusion, misconception, misjudgement

far too expensive: much too, by a great amount too, or markedly too costly

fear of failing: worry about not succeeding, falling short, or not making the grade

Federal Cross of Merit: one of the highest honours the Federal Republic of Germany awards

first and foremost: above all, first of all, in the first place

fiscal: business, financial, economic

focal point: focus, emphasis, main focus, main area of concern

for a surcharge: for an additional price, for extra cost

for the long haul: long-term, for a long time

for the purpose of: as defined by, in the sense of

fortification of trust: strengthening or reinforcement of confidence

fragile: easily broken, insubstantial, breakable, fine

franchisee: one who is given a warrant, charter, or license

frictionless: smooth, unobstructed, trouble-free

from floor to ceiling: from the ground to the roof, from the botton up

from that angle: from that perspective, viewpoint, standpoint, or point of view

from the vicinity of: from the surrounding area, neighbourhood, locality, or district of

full extent: the complete scale, degree, or magnitude

full to the brim: filled up, full to capacity

further inquiries: additional, more, extra, new, or other questions

generously spending: liberally splurging or consuming

grab it straightaway: seize the opportunity immediately, at once, right away, or without delay

gradual changes: slow but sure, step-by-step, or degree-by-degree transformations

grant: partial funding or allowance, stipend, subvention

grave: vital, crucial, critical, serious, significant

gut-feeling: guess, hunch, instinct, intuition

head of accounting: chief, director, manager, or person in charge of bookkeeping

heartfelt notion: the sincere, genuine, profound, or deep belief

high-maintenance: demanding, challenging, taxing

high repute: good name, high standing or stature, good reputation

human resources: personnel, staff, employees, workers, workforce

I sympathise with you being annoyed: I feel badly for you being angered, frustrated, or exasperated

if you want to last in business: if you desire to continue, carry on, remain, or keep on in commerce

immediacy: nearness, closeness, propinquity

imperative: very important, crucial, necessary, indispensable, vital

imperatively: coercively, stringently, strictly, rigorously

impolite: rude, ill-mannered, bad-mannered, discourteous, ungracious

in accord with: in concurrence, agreement, or accordance with

in the lead-up: prior, earlier, in advance

incident: unpleasant occurrence or happening

inclusion: incorporation, integration

inconvenience: disruption, disturbance, trouble, worry, vexation

independently from: separately from, unrelated to, detached from

indolence: inactivity, laziness, sluggishness, idleness

intently: closely, carefully, attentively, keenly

inter-coordinated: aligned, balanced

introduction: launch, presentation, promotion

invoiced: billed, charged, debited

is accomplished: is achieved, pulled off, realised, or brought about

is supposed to: is meant, intended, or designed to

is the gist of what: is the general idea, essence, or quintessence of what

is to be executed: is to be carried out, accomplished, or achieved

it could be assumed: it could be taken for granted, presupposed, presumed, or believed

it has not failed us yet: it has not let us down or disappointed us so far

it is bad enough: it is unfortunate, unfavourable, or distressing to begin with

it was a done deal: everything was accepted, settled, given a positive response, or agreed to

jealousy: envy, resentment, covetousness, resentfulness

jeopardised: threatened, imperilled, vulnerable

justification: good reason, explanation, rationalisation

lacking adherence to delivery dates: failing to distribute merchandise on time or punctually

latter ones: the last-mentioned, the second-mentioned, the second of the two

leaflet: booklet, brochure, pamphlet, flier

leeway: room to manoeuvre, room to operate, elbowroom, freedom, flexibility

limited liability company: corporation, private limited company

line of goods: range or assortment of goods, product line, line of merchandise

long-term retention: lasting preservation, longstanding maintenance

low tendency to break down: slight inclination or propensity to stop working

maintenance: servicing, overhaul, check

map: chart, plan

may be created by: may be produced or generated by, may be a result of

meaningless: valueless, empty, futile

measurable: assessable, estimable, appraisable, fathomable

membership: participation, involvement

merger: amalgamation, fusion, joining, combination, union

misconceived: imagined, misinterpreted, misunderstood

mode of collaboration: way, style, manner, or method of working together

more confident: the more sure, positive, convinced, or secure

more customer-friendly approach: an extra client-responsive manner or style

more inclined: the more willing, ready, predisposed, prone, or liable

more than what one can put up with: more than what one can endure, bear, or tolerate

most malicious: the most harmful, hurtful, or destructive

most notable: the most noteworthy, important, or significant

necessities: needs, requirements, requisites, essentials

need to be prevailed over: must be surmounted, overcome, or conquered

newness: inventiveness, freshness, innovation, originality, novelty

noticeably restricted: distinctly or markedly limited

notion: idea, view, conception, perception, thought, belief, impression

notorious: legendary, famous, renowned

nuisance: irritation, annoyance, bother, inconvenience, pestering, harassment

objective targets: aims, goals

occurrence: event, incident, circumstance, happening, proceeding

of endeavouring towards: of striving for, of trying one’s hand at, of attempting, of making an effort for

office supply costs: expenses for place of work resources

old hand: veteran, expert, old-timer, master

on an average of: typically in the region of, more or less around

on the spot: on the scene, locally, on location, on site

on the spur of the moment: at first go, right away, straight away

overview at the push of a button: overall view or general idea at a mouse click

paragraph: section, part, item

partial: fractional, limited, fragmentary

particular: specific, individual

permission: consent, authorisation, go-ahead, agreement, okay, say-so

phrase-mongering: hot air, waffling, flannelling, gobbledygook

pivotal point: central point, focal point

planned/actual comparison: contrast of intended and confirmed data

point of intersection: meeting or crossing point, juncture, node

polite: diplomatic, polished, tactful, subtle, suave

postal code: zip code, post code

precipitate: hurried, impulsive

predicament: problem, challenge, trouble

preparatory work: preliminary, introductory, or basic effort

preservation of value: maintenance, continuation, upholding, keeping of worth

principal agent: chief or general representative

printed impression: print image, printed design

processed: sorted out, handled

procurement: purchasing, resource acquisition

pronounced: apparent, distinct, evident

provisions: precautionary steps, measures, proceedings, or procedures

proximity: nearness, adjacency, vicinity, propinquity, closeness

purest of intentions: honourable, upright, or decent objectives

pursued: chased, worked at, aimed at, engaged in

rallying cry: slogan, catchword, motto

rather than with: instead with, more readily than with

recipient: receiver, addressee

reciprocal: mutual, give-and-take, joint, shared, equal, corresponding

recovery: growth, boom, boost, upturn

refurbishing: renovating, restoring, revamping, overhauling, making over

regardless: at any rate, in any case, anyhow, no matter what

registered association: registered as recorded club, society, organisation, or group

reluctantly: unwillingly, half-heartedly, grudgingly, unenthusiastically

renowned: famous, distinguished, well-known, prominent, established

repeat order: additional, extra, or recurring sale

resale value: worth of something being sold again

resolved: answered, sorted out, cleared up

restless: uneasy, on edge, ill at ease, agitated

retention measures: preservation or maintenance actions

return rate: feedback proportion, percentage, or ratio

reusable: returnable, multi-use

reward: recompense, remuneration, bonus, prize

ruthlessly: mercilessly, unmercifully, pitilessly, remorselessly

sales-boosting: sales-increasing, improving, amplifying, enlarging, expanding, or advancing

same parts management: identical, equal, or matching components supervision

sanitary facilities: bathroom fixtures and fittings

seasonably: appropriate to the time of the year

seasoned pro: an experienced, a well versed, an established, or a practised specialist

second time around: at the next try or attempt

selective use: targeted, purposeful, discerning, or careful usage

self-esteem: self-worth, sense of worth, pride in oneself, faith in oneself

shipment: delivery, consignment

similar issues: much the same problems, concerns, or difficulties

simple virtues: straightforward merits, assets, or good qualities

simplified: easier, simpler, streamlined, reduced to essentials

smooth handling: efficient or well-organised processing

sole: only, single, one and only, solitary

something is abandoned: something is stopped, given up, or dispensed with

sought-after: very popular, very much in demand

spare parts kit: extra, additional, or reserve set of components

special request: particular wish, demand, desire, or pleading

state-of-the-art: up to date, modern, advanced

steep: high, expensive, costly

still need to be developed: yet require to be tapped or opened up

stinginess is cool: thriftiness is in, parsimony is great

storage: stockroom, storehouse, warehouse, depot

storage costs: warehouse or stockroom expenses

strengths and weaknesses: good and bad points, positive and negative sides

subconsciously: unknowingly, unwittingly, inadvertently, unintentionally

subliminal: unconscious, hidden, unintentional

subsidiary: affiliate, associated company, daughter company

substantiated by: supported, validated, verified, proven, or backed up by

suggestion for improvement: proposal, proposition, or plan for betterment

superb: excellent, first-rate, first-class

superfluous: unnecessary, needless, unneeded, not required, redundant

survival: continuation, endurance

target agreement: contract on objectives or goals

than suspected: than believed, expected, imagined, supposed, deduced, or guessed

that he actually does take centre stage: that he is really the focus of attention or interest

that may all be fine and dandy: that may be quite alright, satisfactory, or acceptable

that need to be carried out without fail: that must be executed for certain, with certainty, or definitely

they knew from experience: they had learned or realised from previous incidents

to abstain from: to refrain from, to renounce, to do without, to forbear

to accord to: to give to, to bestow upon, to offer to

to adhere to: to stick to, to stay with, to remain with, to not swerve from

to advise against something: to warn or caution not to do something

to afford: to offer, to give, to provide

to aid: to help, to support, to serve

to allure: to attract, to draw

to amend: to make changes to, to alter, to make corrections to, to modify

to annotate: to comment on, to add notes to, to add footnotes to

to announce: to make known, to report, to disclose, to reveal

to appoint: to designate, to nominate, to select, to choose, to settle on, to decide on

to appreciate someone: to value, esteem, or think highly of someone

to appreciate something greatly: to be very thankful or grateful for something

to arise from this: to appear, surface, evolve, or emerge from this

to arise: to surface, to develop, to crop up, to appear, to evolve

to arrange with someone to do something: to make preparations or plans for someone to do something

to associate as peers: to mix, keep company, or deal with each other as equals

to attempt: to try, to make an effort, to endeavour, to strive, to venture

to attune to: to adjust to, to adapt to, to familiarise oneself with

to be a native of: to be a citizen or national of

to be a no-no for someone: to be a taboo, unmentionable, banned, or prohibited for someone

to be able to afford something: to have the funds for, manage to pay for, or find the money for something

to be advantageous: to be beneficial, helpful, useful, or of benefit

to be agreeable towards: to consent to, to accept, to approve of, to assent to

to be angry about something: to be annoyed, irritated, gnashing one’s teeth, or furious about something

to be at risk: to be in danger, in peril, or in jeopardy

to be attuned to: to be adjusted, tailored, fitted, or assimilated to

to be bothersome: to be troublesome, inconvenient, incommodious, or annoying

to be bound to fail: to most likely go under, be unsuccessful, or fall short

to be cajoled into something: to be wheedled or coaxed into something

to be conducted: to be carried out, performed, or done

to be convenient: to be opportune, useful, or favourable

to be deprived of: to be denied, to lack, to be deficient of, to be left without

to be determined: to be resolved, set, or intent

to be disclosed to one: to be revealed, divulged, or unveiled to one

to be evasive: to be hard to pin down, vague, equivocal, or indirect

to be even more essential: to be all the more important, crucial, or necessary

to be exemplified by: to be demonstrated, shown, or represented by

to be faced with a challenge: to be confronted with a difficult task

to be genuinely interested: to be truly or really intrigued

to be greatly tempted: to be very much at risk, provoked, or enticed

to be in charge of something: to be in command of, in control of, or responsible for something

to be in touch with something: to be familiar with, no stranger to, or accustomed to something

to be intangible: to be impalpable or untouchable

to be less of a concern: to be not as much a cause of worry or unease

to be maintained: to be kept up, continued, kept going, or carried on

to be meliorated: to be refined, fine-tuned, perfected, or honed

to be more sensible: to be more judicious, sagacious, prudent, perceptive, or farsighted

to be obligated: to be required, compelled, obliged, or duty-bound

to be overly zealous: to be too hasty, eager, keen, intense, or forceful

to be perceived objectively: to be seen neutrally or without bias or prejudice

to be promising: to show high potential

to be prone to breaking down: to be likely, disposed, or predisposed to stop working

to be pure luck: to be good fortune, a sheer blessing, or an utter stroke of luck

to be quite varied: to be very diverse, different, or unlike

to be readily available: to be promptly, quickly, or at once accessible

to be responsible for something: to be accountable for in charge of something

to be retired: to have given up work, to have stopped working, to be pensioned off

to be so dumbfounded: to be so flab-bergasted, astonished, astounded, taken aback, or stunned

to be very determined: to be enormously set, bent, or intent

to be virtually ubiquitous: to be practically ever-present or omnipresent

to be well-suited for: to be good, right, or well qualified for

to be wrested: to be wrung, taken away, or removed

to bear fruit: to show results, to pay off, to be successful, to produce results

to beat one to the punch: to win the race, to be faster or quicker than oneself

to become annoyed: to become angry, irritated, exasperated, or upset

to become apparent: to become clear, evident, obvious, plain, discernible, or noticeable

to bemoan: to complain, moan, or grumble about

to bid farewell to something: to be without or give up something

to bless: to provide, to bestow, to endow

to blossom: to flourish, to thrive, to grow

to campaign: to work, to stand up, to fight, to champion

to cater precisely to: to meet, to fulfil, to comply with, to fit

to climb the social ladder: to get ahead, to get somewhere, to rise in the world

to coerce: to force, to pressure, to bully

to come across as pushy: to be perceived as aggressive or forceful

to come away empty-handed: to miss out, to fail to benefit, to lose out

to come to an interesting conclusion: to learn of a compelling result or outcome

to compare notes: to exchange, share, or pass on information, to swap opinions

to complete: to finish off, to make perfect, to add the finishing or final touch to

to concern oneself with something: to busy oneself with or devote one’s time to something

to consolidate: to combine, to merge, to unite, to join, to fuse, to amalgamate

to constrain: to hinder, to restrict, to hamper, to limit

to corner someone: to trap someone, to pin someone down, to back someone into a corner

to correlate: to show a relationship, to draw a parallel, to equate, to associate

to crave attention: to long for, yearn for, or hunger after being noticed

to cross the 50s threshold: to turn 50, to celebrate one’s 50th birthday

to crumble: to disintegrate, to fall to pieces, to deteriorate, to go down

to curtail: to limit, to reduce, to shorten

to cut down: to reduce, to decrease

to cut off: to break off, to disconnect, to suspend, to discontinue, to intercept

to decrease: to diminish, to decline, to dwindle, to shrink, to fall, to lessen

to derive from: to get, receive, acquire, obtain, or gain from

to desire: to want, to wish for, to long for, to set one’s heart on

to devalue: to diminish, to detract from, to fail to recognise, to bring down

to devote: to assign, to allot, to set aside, to offer, to dedicate

to dig deep into one’s pockets: to spend a lot of money

to discontinue: to stop, to come to a halt, to be terminated or broken off

to display extra caution: to show evidence of added carefulness, attention, heed, watchfulness, or concern

to dispose of something: to get rid of something, to clear something out, to leave something behind

to disregard: to ignore, to forget about, to overlook, to turn a blind eye to

to distinguish oneself from: to set oneself apart from, to separate oneself from

to distinguish oneself from someone: to differentiate oneself from someone

to draw one’s conclusions: to come to a deduction, assumption, presumption, or inference

to drop everything: to leave or abandon your work

to elucidate: to explain, to make clear, to clarify, to reveal

to embark on: to set out on, to tackle, to enter on, to take up, to engage in

to embrace: to accept, to adopt

to enable: to allow, to entitle, to empower, to make it possible for, to permit

to enter into: to record in, to put in, to write in, to document in

to enter unknown territory: to go into an unfamiliar or unexplored area

to entertain considerable doubt: to harbour scepticism, uneasiness, apprehension, or distrust

to equip: to provide, to furnish, to supply, to endow

to evade: to avoid, to dodge, to shake off, to sidestep

to expect a great deal: to make great demands, to be more demanding

to experience defeat: to encounter setback or disappointment

to experience such a hassle: to go through, suffer, or encounter such difficulties

to fear: to be afraid of, to worry about, to be anxious about, to be scared of, to dread

to feed someone’s hopes: to make empty promises to someone

to feel more obligated: to feel more compelled, obliged, or duty-bound

to feel uneasy: to feel tense, ill at ease, anxious, apprehensive, uncomfortable, or edgy

to fetch: to sell for, to go for, to bring in, to yield

to figure something out: to understand or comprehend something

to firmly root: to securely anchor, to strongly embed

to flatter: to butter up, to soft-soap, to play up to

to gain traction on: to establish oneself on, to gain access to the market on, to break into the market on

to get the bid: to win the contract

to give someone similarly high marks: to give someone likewise excellent grades or scores

to go into something: to tackle, deal with, or apply oneself to something

to go without saying: to be a given, to be a normal thing, to be completely natural

to greatly amplify: to significantly increase, augment, boost, or magnify

to hail from: to come from, to be a native of, to be born in, to have one’s roots in

to hang on: to hold out, to stay close

to hardly differ: to barely be different or dissimilar

to haul in: to pull in, to bring in, to rake in, to generate

to have a knack for something: to have a skill, talent, flair, or a special ability for something

to have at one’s disposal: to have available or on hand

to have come up with: to have created, thought up, originated, or conceived

to have failed: to have been unsuccessful, fallen through, or not succeeded

to have good taste: to have style, elegance, stylishness, or finesse

to have one’s work cut out for oneself: to have a big task or undertaking ahead of oneself

to have opened up all possibilities: to have taken advantage of or utilised all options

to have to grapple with something: to have to struggle with, come to grips with, or deal with something

to heat up: to boost, to increase, to expand, to develop, to amplify

to help oneself to: to take, to take possession of, to walk off with

to hijack: to take over, to take control of, to seize

to hurt no one: to upset, cause sorrow to, or cause anguish to nobody

to illustrate: to exemplify, to demonstrate, to show

to indicate: to be a sign, to signify, to show, to reveal, to imply

to induce someone to do something: to cause, get, or prompt someone to do something

to inspect: to take a close look at, to examine, to check out

to intently concern oneself with: to be very interested in or involved with

to inundate: to overwhelm, to swamp, to overburden, to bog down

to issue: to hand out, to distribute, to give out, to release, to circulate

to jam: to obstruct, to block, to clog, to congest, to clice off

to keep cropping up: to continue to happen, to get in the way, to occur, to turn up

to keep in mind: to remember, to not forget, to take into consideration

to keep something in check: to keep something within bounds, to not go overboard with something

to label as: to consider, regard, classify, characterise, or designate as

to lack the motivation: to not have, be deficient in, or be short of the enthusiasm

to leave tacitly: to go away quietly, to depart without saying a word

to let oneself in for something: to get involved or caught up in something

to level the price down: to beat down, knock down, or cut the cost

to link: to connect, to bring together

to make a face: to grimace, to frown, to have a distorted expression, to scowl

to make one aware of something: to make one conscious of or open one’s eyes to something

to make someone suspicious: to cause someone to become doubtful, unsure, sceptical, wary, or leery

to make up one’s mind to do something: to come to a decision or reach a conclusion to do something

to no longer be content: to not be satisfied or comfortable any longer

to not be a constant: to not be a steady factor, an absolute term, or an invariable

to not be able to pull the wool over someone’s eyes: to not be able to fool, trick, deceive, or dupe someone

to not be adding value: to not be increasing or augmenting worth

to not be afraid of something: to not be fearful of or nervous about something

to not be aware of something: to not be conscious or in the know about something

to not be completely done in: to not be utterly exhausted, worn out, tired out, beat, or fatigued

to not be content: to not be satisfied, pleased, or comfortable

to not be perceived as: to not be understood, identified, or regarded as

to not be willing: to not be prepared, ready, keen, agreeable, or disposed

to not comply with: to not fulfil, follow, obey, conform to, or adhere to

to not lapse into: to not slide, slip, submerge, or drift into

to not let oneself be put off: to not let oneself be turned away or brushed off

to not stand out: to not attrack attention or catch the eye

to open up: to develop, to build up

to open up new vistas: to result in a new perspective or outlook

to outweigh: to be more important than, to take precedence over

to overcome: to conquer, to surmount, to rise above, to prevail over

to pass the time: to while away, occupy, or spend the hours

to pave the way for something: to prepare, clear the way, or make preparations for something

to place emphasis on: to put importance, attention, weight, or accent on

to preclude: to prevent, to prohibit, to make impossible, to rule out, to bar

to preferentially assign: to make a point of allocating, allotting, giving, or apportioning

to procrastinate: to postpone or delay action, to move action to the back burner

to procrastinate in doing something: to put off, delay, postpone, or adjourn doing something

to propose: to offer, to suggest

to prove to be: to turn out to be, to end up being, to emerge as, to become

to push through: to get through, to get accepted

to put on the back burner: to put on ice, to postpone, to defer, to put off

to put someone in their place: to humble someone, to take someone down a peg or two

to put someone off: to discourage, dissuade, dishearten, or repel someone

to quadruple: to multiply by four

to recapture: to bring back, to return with, to go and get, to get hold of, to win back, to regain, to recover, to reclaim

to recruit: to hire, to sign up, to take on, to enlist, to enrol

to refrain from: to do without, to hold back, to forgo, to avoid

to remain unresponsive to something: to stay indifferent or impassive to something

to render: to provide, to give, to deliver, to supply, to make available

to replace: to take the place of, to supersede, to succeed, to come after

to rescue someone from: to save someone from, to get

to resume: to start again, to recommence, to restart, to take up again

to reward oneself for something: to give oneself a present for something

to ring hollow: to not seem credible, authentic, genuine, or convincing

to run into a lot of money: to be quite expensive or costly

to safely assume something: to take something for granted, to surely expect something

to seek advice from: to consult with

to seem suspicious: to appear to be dubious, to give the impression of being suspect

to show consideration for someone: to display thoughtfulness or respect for someone

to shrink: to get smaller, to reduce, to drop off, to shrivel

to sink deep into one’s memory: to learn by heart, to commit to one’s memory

to stay true to someone: to remain loyal, faithful, or dedicated to someone

to stem from something: to arise from, originate from, be rooted in, or derive from something

to stick to one’s guns: to remain firm, resolute, determined, or unwavering

to stick to one’s set objectives: to adhere to one’s determined goals or targets

to substantiate: to give substance to, to demonstrate, to corroborate

to substitute for: to replace with, to exchange for, to use instead of, to switch with

to take a liking to something: to take pleasure in or enjoy something

to take a new run at it: to try again, to have another go at it

to take one’s time: to proceed

to take precedence: to come first, to take priority, to be considered most critical

to tap: to draw on, to use, to make use of, to utilise, to put to use, to exhaust, to exploit

to tend to be more apt: to have a propensity to be true, correct, on target, or exactly right

to terminate: to end, to stop

to throw someone a curve: to take someone unawares, to throw someone off their guard

to tune out: to turn away from it all, to stop paying attention

to unburden: to relieve, to soothe, to ease, to alleviate, to mitigate, to assuage

to undercut: to undersell, to beat, to charge less than, to underbid, to best

to utter: to say, to speak, to express, to voice, to state

to valorise: to enhance, to improve, to boost, to enrich, to reinforce

to revert to something: to fall back on, resort to, or make use of something

to ward off: to fend off, to beat off, to stave off, to avert, to rule out, to repel, to repulse, to keep at bay, to fight off

to weave: to create, to put together, to contrive, to make up, to fabricate

to withdraw something: to take something back, to retract something

trade fair: exhibition, exposition, show

tremendous: great, enormous, immense

truth dawned on him: reality struck or occurred to him

unfolding: developing, progressing, evolving

unique: only one of its kind, exceptional, inimitable, without equal, unmatched

unknown entity: unfamiliar organisation or film

used-up: not being able to make use of again, old

utmost: greatest, highest, maximum

variant: variation, modification, option, alternative

variation: version, alternative, variant, adaptation

various sources: a variety of, a range of, different, assorted, or mixed origins

victim: an easy prey or target, a drupe

was commissioned: was authorised, empowered, or accredited

wastage: deviation from spreading or distribution

we sincerely apologise: we genuinely ask for forgiveness, we express our heartfelt regret

wear and tear: signs of use, friction, deterioration, damage, or erosion

were to be taken into account: were to be considered, included, regarded, or taken into consideration

what do I get out of it: how do I profit or benefit from it

when in doubt: when undecided, uncertain, unsure, or doubtful

wholesale: in bulk, in large quantities

will be carried out: will be done, completed, accomplished, implemented, or executed

with great dismay: with utter consternation, with deep regret, with great concern

words of salutation: getting or welcome phrases

worst case scenario: most terrible, awful, or unpleasant future situation

you are entitled to it: you are worthy of or qualified for it

you deserve it: you earn it, you have a right to have it

More business English para Dummies

Revisado por los editores de Gestión 2000

No se permite la reproducción total o parcial de este libro, ni su incorporación a un sistema informático, ni su transmisión en cualquier forma o por cualquier medio, sea éste electrónico, mecánico, por fotocopia, por grabación u otros métodos, sin el permiso previo y por escrito del editor. La infracción de los derechos mencionados puede ser constitutiva de delito contra la propiedad intelectual (Art. 270 y siguientes del Código Penal).

Los números de las páginas se refieren a la edición en papel (n. del e.)

© Centro Libros PAPF, S. L. U., 2012

Ediciones CEAC es un sello editorial de Centro Libros PAPF, S. L. U.

Grupo Planeta, Avda. Diagonal, 662-664, 08034 Barcelona (España)

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Edición publicada mediante acuerdo con Wiley Publishing Inc.

...For Dummies y los logos de Wiley Publishing, Inc. son marcas registradas utilizadas bajo licencia exclusiva de Wiley Publishing, Inc.

Primera edición en libro electrónico (ePub): xxxx de 2012

ISBN: 978-84-329-xxxx (ePub)

Conversión a libro electrónico: freiredisseny.com

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