商务英语播客 第93课:解释产品的特征

For today’s Business English Podcast lesson, we’re going to focus on the “classic sales” approach to selling products and services. This approach is based on explaining the features, attributes and benefits of your products using the “FAB” technique.
在今天的商务播客，我们来看下买产品和提供服务的“经典销售”方法。这种方法建立在解释产品的特征，性质和优势上。也称作“FAB”技巧。

The FAB technique is useful for people working in the manufacturing and retail trade – anyone who has to present products. In particular, we’ll look at how this approach can be applied in the Merchandizing business. Merchandizing is the trade name for businesses involved in the design and manufacture of clothing and household items.
“FAB”技巧对于在制造业和零售业工作的人们很有用——如何需要展示产品的人都会用到。我们要特别来看下这种方法在商品促销中是如何用的。商品促销涉及到衣服及家用商品的设计和制造。

In the dialog, we rejoin Marco and Francesca on their trip to a fashion trade show in the U.S. Their company, Viva, has just created an exciting new line of clothes. With the help of their American partner, Foxtrot, they are hoping to get a couple big sales contracts with U.S. department stores.
对话中，我们会重新加入到 Marco 和 Francesca 前往美国的商务旅程。 Viva刚建立新的衣服生产线。在美国合作伙伴Foxtrot的帮助下，他们希望能和美国的百货销售业当成双倍的销售协议。

The listening takes place in the Foxtrot showroom. We’ll hear Francesca speak to a potential customer, Bill, who is a buyer for Bancroft’s, a retail chain store that targets professional women.
对话发生在Foxtrot的展览室。Francesca 和一名签字的客户Bill谈话，Bill是一家以专业女士用品为主的连锁商店的采购员。

Listening Questions:
1. What is the key feature of Viva’s fall colors this year? Can you name some of the colors?
2. Why is the Viva Professional line more expensive?
3. As described in the dialog, what are the main benefits of Viva’s clothing line?