English for Sales & Purchasing | Oxford Express Series PDF

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OX,FORD ACKNOWLEDGEMENTS UNIVERSITY PRESS Theyrublisherwouldlike to thankthefonowingfor theirkind permissionta Great Clarendon Street, Oxford ox2 6Dp reproducephotograpw and other cop1,t'ightffiateriol: /Jamy pp 13 (trade fair/dbimages),46 (woman on phone/RobWilkinson), 57 (woman Oxford Univers...

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OX,FORD UNIVERSITY

PRESS

Great Clarendon Street, Oxford ox2 6Dp Oxford University Pressis a departrnent ofthe University ofOxford. It firrthers the University's objective ofexcellence in research,scholarship, and education by publishing worldwide in Oxford NewYork Auckland CapeTown Dares Salaam HongKong Karachi Kuala Lumpur Madrid Melbourne Mexico City Nairobi New Delhi Shanghai Taipei Toronto With offices in Argentina Austria Brazil Chile CzechRepublic Frarce Greece Guatemala Hungary Italy Japan Poland Portugal Singapore SouthKorea Switzerland Thailand Turkey ulcaine Vietnam oxFoRD and oxronp ENGr,rsHare registered trade marks of Oxford University Pressin the UK and in cenain other countries @Oxford University Presszoog Adapted from EflglishJor Salesand Purchosingby Lothar Gutjahr and SeanMahoney @CornelsenVerlag GmbH & Co. OHG,Berlin zooT The moral rights ofthe autior have been asserted Database right Oxford University Press (maker) First published zoogr 2073

2rJ12

2Oa1 2O1O 2OO9

109876 s 4 3 2 No unauthorized photocopying All righa resen'ed- No pan of this publication maybe reproduced, stored in a retriellal svstem, or transmitted, in any form or by any means, r'ithout the prior permission in writing of Oxford University Press,or as expressll' permitted by law, or under terms a$eed with the appropriate reprographics rights organization. Enquiries concerning reproducrion outside the scopeofthe above should be sent to the ELI Rights Deparrnent, Oxford University Press,at the addressabove You must not cirorlate this book in any other binding or cover and you must impose this sarne condition on any acquirer Any websites refened to in this publication are in the public domain and their addressesare provided by Oxford University Pressfor hformation only. Oxford University Pressdisclaims any responsibility for f}Ie content rsBN:978o 194579315 Printed in China

ACKNOWLEDGEMENTS

Theyrublisherwouldlike to thankthefonowingfor theirkind permissionta reproducephotograpw and other cop1,t'ight ffiateriol: /Jamy pp 13 (trade fair/dbimages),46 (woman on phone/RobWilkinson), 57 (woman speaker/AndrewPaterson);Getty Images p5 (businessmanfionyGarcia); iStockphoto.com pp 5 (businesswoman/pkline),8 (rnan and woman at computer/pkline), 12 (woman, top 1eft/texxter), (man, top right;woman, middle left; woman, boftom right/Yuri_Arcurs), (man, bottom left/ digitalskillet), 14 (desk meetinglisegagne), 16 (bar meetingfihomas_ EyeDebign),21 (businesswoman/Yuri_Arcurs), 22 (man at computer: woman on phonelYuri_Arcurs), 23 (wine cellar/gehringj), 24 (man on phone/archives), (woman on phone/acilo), 26 (woman on phone/ 1O01nights),28 (wineglasses/sarasang), 32 (businessneeting/ monkeybusinessimages),33 (cars/Andy445),34 (car interior/PKM1), 36 (caf6interior/1001nights), 37 (businessmeeting/X.apidEye), 38 (handshake/jhorrocks),41(hammer/Flamster3d),42 (man on phone/ inkastudio), 44 (clothesrail,YT),49 (woman, top leftijhorrocks), (man, top right/shorrocks), (man, bottom 1eft/Renphoto),(woman, bottom right/masta4650),55 (\,eomanat computerrotek), 57 (coffeesack/ migin), (half fuIl cup/sumos),(full cup/nallevalle),(coffeebeans/eAlisa), (two people drinking coffee/nyul); webstockpro pu (pilot and flight attendant/CD Bank). Art'vvmk @: Stephen May. C6ter itnagesca)rtesyof Punchstock (rnain imageil.ob Melrrychuk/ Photodisc), (top left/Bernhard Lang/?hotographerls Choice), OUP (bottom left/Photodisc).

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Gontents lffi:,l.ii,=::!r-i;i

'

Jobtittes andtasks A salesmeeting A requisition

Tatking aboutyourjob Talking aboutgoals,objectives, and targets Telephoning [anguage

At a trade fair Relationship building Follow-upemails

Beingpotite Estabtishing contactat a tradefair Smatt-tatk strategies Emailconventions andphrases

A salespitch TheAIDAapproachto sales A requestfor proposal An offer letter

Offers, tenders, andbids Tatking abouta product (orbidding)process Thetendering Activetistening

Tips for successfulnegotiations A companyvisit Negotiatingstyles Win-winnegotiations

Discussing termsandconditions (cond itionalsentences) Agreeing anddisagreeing Startingandendinga negotiation

Telephone orders An onlineorder A changeto an order Numbersandfigures Contracttermsand phrases

Exchanging information Handling orders Referring to numbersin an order

Deatingwith problemsoverthe telephoneand in writing An onlinecomplaintform

Comptaining effectivety Comptaint management withCASH Letters of complaint andapology

lil3i.*10,,,,,""

t3

eontacts -"r I

22 ""'* I ttesotiations

32 |

42 "'*" I 50

"*t-el

Gale

I 't:"",.,.,,, "''t,,,::,:,,,,.. ;ffiffit?1ilitFffi€_*1ii1i|:-1;!i*:::;r,|.r=1y,rr. s8 6o

lest yourselfl Partner files

54

Answerkey

69

flanscripts

76

A-Z word list Usefut phrases and vocabulary

7A

4l

About this book with is for peoplewho needto communicate effectively Englishfor Salesand Purchasing pursuedifferentobjectives Althoughsalesandpurchasing internationatclients andcolleagues. bothrotesrequirefluentbusinessEnglishto achievetheirgoals.Buyersandsales withina business, peoplemanageinternationaI exhibitions, attendinternationa[ clients,dealwithforeignsuppliers, Englishfor Salesand andenquiries. drawup proposals, anddealwith all mannerof complaints presents techniques that will enableyou allthe essential expressions andconversation Purchasing successfutlv in allthesesituations. to communicate presentrealisticsituationsfor salesand Thesix unitsof Engtishfor Salesand Purchasing purchasing. andsales withinthe purchasing Thefirstunit providesan overviewof the coreactivities a newclient Thefollowingunitseachfocuson specificthemes,includingapproaching environment. and of proposals, the preparation anddevelopment the conception or selectingpotentialsupptiers, anddealingwith or makingcomplaints. tyingup ordersanddeliveries, realization of negotiations, readingtexts, the topic.Thisis followedby dialogues, Everyunit beginswith a Starterto introduce designed to aid the learningof important as wel[as a varietyof exercises andauthenticdocuments to the Partner and phrasesin contextual situations.ln eachunityouwitl be referred vocabulary whichenablelearners to practisethe vocabulary Filesin the backof the book.Thesearerole-plays whichconsistof with Output activities, in realistic situations. The units end language of the unit and readingtextsto extendthe unittopicor offerfurtherusefultips,andtheyalsoprovideopportunities at with a fun crossword Whenyou havefinishedallthe units,youcanTestyourselfl for discussion. the backofthe book. At the backof Englishfor Satesand Purchasingthereis an Answerkey so that you cancheckyour Thereis alsoan A-Z word list and a Usefulphraseslist that you canreferto answersindependently. Youwil[alsofind phrasesin this sectionthat whenpreparing to speakto customers andcolleagues. you canuseto makesmalltalk on a varietyof topics. TheMultiROMcontainsall the Listeningextractsfromthe book.Thesecanbe ptayedthroughthe CD-player. In orderto giveyourselfextra or througha conventional audioplayeron yourcomputer, your your practice, it caror download to MP3-player and listenwhenyou are listening listento it in that coverthe essential out and abqut.TheInteractiveexercises[et you reviewby doingexercises particularly your valuableif youareusingthe book fromthe bookon computer; thiswittbe language for self-study.

ls

Jobs and responsibilities

look at the following tasks. Whichdo you do in your job? Which do you do in Engtish? Compareyour answerswith a partner's. often

sometimes

never

Engtish

makephonecalts writeemails fifl in forms do Internet searches go on business trips takepartin meetings takeclientsout for meals givepresentations do marketresearch go to tradefairs handlecustomer complaints

Whlchof the tasksabovearetypicalfor peopleworkingln sales?Whicharetypicalfor people Dlscuss with a partner. workingin purchasing? AUDIO

tr\ ll:l

2-t

bothworkfor Interflights,an air carrlerlocatednearSeoul. CarolSayersandKimDong-Sun Ustento themdescribetheiriobs.lfllhoworksln salesandwhoworksin purchasing?

Jobsand responsibilities

6 I UNIT1

Listenagain and decidewho does the fotlowing as part of his/her job.

:-

-*iffi*-ifi-i i.r',"t _..-*-| Lt

_ ,l *--"---"r*--

r callsandvisitsclients

I

i

:

-_

._ - ._ _ ._ _ .._ t

z writesemaits

3 collectsa$gryrygy: ____l__

products 4 presents

r

-u"i:-q

_ ] i

i

I

f----i------i

I tr1'rur9'"':1t:!_

r____

offers 7 makes ,hfr-^fc

I _* _ _:

i

I

i-_...,_=*__*+__-_____

]

iI

I

:

1

,i i ,ti

g goesto tradefairs 10 dealswith tenders

2

:

-_ _

til

+--,*_-,--r"..-'_--.---^-

1!

handles complaints

72

writesreports

tl .

1t

--_. - ---*-,,.-)

tlatch the two partsto makephrasesusedby CarolandDong-Sun. a b c d e f

date tenders orderforms contracts complaints research

to negotiate to handle market to fitlin delivery to drawup

ilow matchthe phrasesa-f to the definltionsr-6. r

goodsor services. Towritedownthe informationneededto purchase

z Cotlecting information aboutwhatcustomers buy,andwhy.

i c ti

-l

i_--l

3 Towritea formalrequestto suppliersaskingthemto presenttheirproposalsor offers.

il

aboutdetailslike price,quantity,discounts,etc. 4 Totry to reachan agreement

,'--, ii i _- l

5 Thegoodshaveto be deliveredby this time.

i** I

6 Totakecareof customers'problems.

ii

llatch the job adsfroma Brltlshnewspaperon the next pageto the fobtlttes below. 1----t

manager r----l keyaccount salesrepresentative

n

T---"1 il

i_l supply chainmanager L] purchaser senior

UNlT1

The ideal candidatewill be responsible products for the ordering and salesofthe new of as well as the identification will be business opportunities' He/She able to be will required to be flexible and offer excellentcustomerservice'

Ihis willbea keyposition withinthe production andcommercial operations. to theProduction Director, themain Reporting responsibility ofthisposition isto manage, from contsolandrecordtheflowof products sitBs, ourownandthirdpartyproduction

4

Jobsandresponsibilities | 7

This is a senior salesrole with a strong focus on improvingkey and strategicaccounts.As a senior member of the team,you will be responsiblefor managingspecificglobal,multinationaland national retailersas well as identifyingand exploitingnew businessopportunities.

The ke)r skills recJuirement,$ ur(! a,sfollou,s: recordin n.goriuriorr,*a *ing, )pr"l*T .: Knotrledge of materials -, usedin lhe manufa"tuie

of fumiture . Ability to create and develop supplier relationships o Skills in sourcing products and services . {bi [i ry ro w ork w i rhi n a proj eer team enyi ronment

below. tlatch the followingiob titles with the descriptions 1 keyaccount manager (orbuyer) 2 seniorpurchaser 3 salesrepresentative 4 supptychainmanager 5 strategicbuyer 6 regionalsalesmanager officer 7 sourcing(orprocurement) 8 customerservicemanager

makessurethatclients'needs aremetand helpscustomers whenthingsgo wrong is responsible for specificsalesaccounts and directclientcontact is responsible for strategicplanning (i.e.makingsurea company haseverything necessary for production, machines including andnewproduction sites) or negotiates with suppliersaboutlong-term framecontracts is in chargeof makingandmaintaining contact with clientswithina specificgeographical area for is responsible for largeclients,especially clientsof strategicinterestto the company g is in chargeof a teamof purchasers o h is in chargeof logisticsandof makingsure suppliers meetdemands

Whatis youriob title? Howwouldyoudescribewhatyoudoin English?

positionin the hierarchy, their are usuallydetermined by the person's Jobtitlesin mostcountries payment,and whethertheyare legallyallowed.torepresent for theircompanyand sign contracts, The Thisis not atwaysthe casein the U.S.,the U.K.and otherEngtish-speaking countries. example. job titlesthereoftengiveyou no clearindicationof the person's responsibilities each because companyhas a differentstructureand operatesunderdifferentrules.Thusa vice president(V.P.) mayhavea verydifferentjob description froma V.P.in anothercompany. in one organization

.lobsandresponsibilities

I I UNITl

5

Youaretaking part in a seminarwlth peoptefromothercompanies.Uselanguagefromthe box to preparea short presentationon your company,the deparlmentyouwork in and,especiatly, youriob andresponsibitities. Thengivethe presentation to a partneror the group.

i Descdblngthe company/department i I wort in the sales/purchasing department of a smalUmedium-sized/ largecompanycalled... produce/setl/... Wedevelop/make/ iw. Ourdeoartment is dividedinto... ]ou Weneedto liaise/work closelywith ... iw( Wealsoare moreactivelyinvolvedin ... My team/groupmakessurethat... lMl

l,

iw,

Describing responsibilities My teamis responsible for... I am in chargeof ... My mainresponsibility is... A lot of our/myworkinvolves ... Wehaveto/needto ... I spenda lot of time... Myjob atsoincludes...

i

Global sourcing(HQ)

Controtling/ Finance

fF.ti"".t I purchasing

I

i

R e g i o n ak le ya cco u n ts Regional kevaccounts R e g i o n ak le ya cco u n ts -

Sp a r ep a r ts

I l- nircrattmaintenance I

e q u ip m e n t I Air cr a ft I Offcesuppty |_

Keyaccounts

Keyaccounts

Keyaccounts

Keyaccounts

Keyaccounts

Keyaccounts

Keyaccounts

Keyaccounts

Keyaccounts

Keyaccounts

Keyaccounts

Keyaccounts

L

AUDIO

@ 4

6

A fetlowmemberof the salesdepartment at Interfllghtslc fllflng CarolSayeroIn on a meetlng shemissed.Llstenanddecldewhlchtoplcsfromthe agendetheydlseuss. Agenda SalesMeeting5 June,3.00 - 5.00 Room 2.343 Participants:Park Chin-Sun,DanielBerndt,James Falter,Bob Jameson

program- timeline 1.1 Introduction to 'Sales!'clientmanagement and organization 1.2 Trainingrequirements 2.1 Newsalestargets(updatefrom Chin-Sun) 2.2 NewAsianfacilities 2.3 European figuresfor the lastyear 2.4 Newoffersin SouthAmerica 3.1 Nextyear'sholidayplanning

UNIT1

lobsandresponsibilities | 9

Listenagainto the diatogue.Complete thesesentences. r

...firstof all,Chin-Sun hasrevised our by ten percentovera[[.

z Shewantsto 3 Therearealsosome

for the variousregions.

meanswe wi[[be 4 lt certainly

our newtargets,if it allworksout.

present my ideasfor S DidChin-Sun

there?

6 Wewitlalsoneeda

specifically for the region.

7 l'll

that,althoughI'mafraidit might

8 | couldatsocontact the

m"q$F,-

In my area.

ll:riqllig-rlyrs

*-*. - ,'iii,

i : i " : '- - ': ; - J - ; i : : j . . . . : J : a . '*. i . " - e ; ; '| ''; ! +: : ; i . i . ] i i : ] . . : . : : : : : :;* - * ,'* '- - - _ _ .- - .- l i .:;i

-.i

Thewordsgoa!,objective,and targethavesimilarmeanings.Goalstendto be long-termi andare oftenusedto referto companyplirns,for example.Thewordobjectivesis often usedin moreformalsituations to referto specificthingspeoplewantto achieve (objectives for example). of a meeting, In bothsalesandpurchasing, however, or i whenever moneyor figuresareinvolved, the mostfrequently usedwordis target, Herearesomeexpressions with fargef: to set a torget to be on target to reacho target

7

to be obove/belowtarget to exceeda target to revisea taroet

Gomplete the sentenceswlth the correctformof the expressionsfromthe box. r

Management shouldbe satisfied. We

z Unfortunately, lastyearwe numberof oursalesteam. 3 Theboardof directors year.

targetthisyear.

right well

already

4 Afterthe stockmarketcrashlastyear,we hadto

target,so we hadto cut the our newsalestargetsfor next ourtargets.

5 Thisyearhasgoneverywetlforus andthewayit looksnow,we should targetsby at leastfifteenpercent. 6 Wehada coupleof bigorders,whichenabledusto Hopefulty, it willcontinue thirdquarter. likethis.

7 we that,I'msure.

easily

thetargetbytheendofthe

our profitability targets.HQwittbe happyto hear

10 | UNIT1

8

,lobsandresponsibilities

Lookat theseexpressionswith the wordsdles. promotion

targets

meeting

tax

force

i I

I

, figures

a:

Match the erpressionsabovewith the definitions below. r Theamountof goodssotdby a company. z Thecomplete teamof peopleworkingin sales. for everyitemsold. 3 An amountwhichmustbe paidto the government The leveI of sales that a sales team wants to reach. 4 wherethe membersof a salesteamgettogetherto discussresultsand makeplans. 5 An occasion 6 Theamountwhichhasbeensoldof a product. the salesof a product. 7 A set of activitiesdesignedto increase 8 A manor womanworkingin the salesdepartment. AUDIO

a 5

9

Kim Dong-Sunfrom Interflights is making a telephonecall to his colleaguefohn, one of the flight crewcoordinators.Listenand completethe two gaps in the reguisitionform.

Description of goods/services:

Clickhereto enterdetails Dategoods/services required: I July 2

Person makingtherequest: Date: Clickhereto enterquotes

20 March

UNITl

Jobsandresponsibilities | lJ-

Hstenagalnandtick p the correctstatements. Arethe klndsof suggestions llong-Sunmakes typicalof purchasersat your company?Why,or why not? r

in gettingcompanycreditcardsfor the flightcrew. Johnis interested

z Theflightcrewoftenneedto getcashwhenawayon business. hasrequested. 3 Thereareno supplierson the marketfor the creditcardsDong-Sun suggestssomesolutionsthat Johnhad notthoughtof. 4 Dong-Sun of the variousoffersandcomparethem. 5 Johnwill makean assessment 6 Johnis unhappy because Dong-Sun is takingtoo muchtimeto finda solution.

10

Complete the tablewlth verbsandnounsfromthe unit so far. i VERB

'T-' NOUN .i

I

i to agree

1 to specify i_

j to suppty AUDIO

...