More business English para Dummies by Varios autores

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

     
    H asta 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