Inglés Comercial. Manual Teórico PDF

MANUAL
Inglés Comercial
© Edita: EDITORIAL CEP S.L. Edición: febrero 2015
ISBN papel: 978-84-681-5628-6 / ISBN pdf: 978-84-681-6298-0
C/ Dalia nº 20. Polígono El Lomo
Depósito Legal: M-1373-2015
28970 Humanes de Madrid (Madrid)
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Imprime: PUBLICEP
ANA CRISTINA GÓMEZ MONSALVE
AUTORA
Ana Cristina Gómez Monsalve (Madrid, 1975) Licenciada en Filología
Inglesa por la Universidad Complutense de Madrid, especialidad Lingüística
inglesa y Metodología de la Enseñanza de la Lengua Inglesa.
Desde 1999, desarrolla su actividad profesional principalmente en

la formación ocupacional, habiendo impartido numerosos cursos de
formación para el empleo en el área inglés, tanto de forma presencial como
a distancia y en plataformas on line destacando entre ellos los orientados a
las áreas administrativa y comercial, así como del área Hostelería y Turismo.
Asimismo también posee una amplia experiencia formando a

trabajadores para desarrollar sus funciones en lengua inglesa en las áreas
Administrativa, Comercial y Atención al Cliente en Hostelería y Turismo.
TEMA 1. ATENCIÓN AL CLIENTE/CONSUMIDOR EN INGLÉS ..................11
- Terminología específica en las relaciones comerciales con clientes ÍNDICE
- Usos y estructuras habituales en la atención al cliente/consumidor
- Diferenciación de estilos formal e informal en la comunicación
comercial oral y escrita
- Tratamiento de reclamaciones o quejas de los clientes/consumidores
- Simulación de situaciones de atención al cliente y resolución de
reclamaciones con fluidez y naturalidad
LO QUE HEMOS APRENDIDO ................................................................................................32
TEMA 2. APLICACIÓN DE TÉCNICAS DE VENTA EN INGLÉS ......................33

- Presentación de productos/servicios
- Pautas y convenciones habituales para la detección de necesidades de
los clientes/consumidores
- Fórmulas para la expresión y comparación de condiciones de venta
- Fórmulas para el tratamiento de objeciones del cliente/consumidor
- Estructuras sintácticas y usos habituales en la venta telefónica
- Simulación de situaciones comerciales habituales con clientes:
presentación de productos/servicios, entre otros.
TEMA 3. COMUNICACIÓN COMERCIAL ESCRITA EN INGLÉS...................53

- Estructura y terminología habitual en la documentación comercial
básica
- Cumplimentación de documentación comercial básica en inglés
- Redacción de correspondencia comercial
- Estructura y fórmulas habituales en la elaboración de documentos de
comunicación interna en la empresa en inglés
- Elaboración de informes y presentaciones comerciales en inglés
- Estructuras sintácticas utilizadas habitualmente en el comercio
electrónico para incentivar la venta
- Abreviaturas y usos habituales en la comunicación escrita con
diferentes soportes
GLOSARIO ...................................................................................................................................83
INGLÉS
COMERCIAL
OBJETIVOS
Interpretar la información oral en inglés para atender

y satisfacer las necesidades/reclamaciones del cliente/
consumidor/usuario.
Interpretar información escrita, breve y estructurada,

de documentos comerciales básicos, utilizando en caso
necesario, el diccionario o herramientas de traducción.
Expresarse oralmente con naturalidad favoreciendo las

relaciones con el cliente en situaciones de comunicación
presencial o a distancia.
Redactar mensajes escritos sencillos y documentos

básicos propios de las actividades comerciales utilizando
las herramientas de traducción que procedan.
Comunicarse oralmente, con fluidez y espontaneidad, en

situaciones de comunicación interpersonal con un cliente/
consumidor/usuario.
TEMA 1: Atención al
cliente/consumidor en
inglés
TEMA 2: Aplicación de
técnicas de venta en
inglés
TEMA 3: Comunicación
comercial escrita en
inglés
Ana Cristina Gómez Monsalve
Atención al Cliente/
Consumidor en Inglés 1
• Terminología específica
1. TERMINOLOGÍA ESPECÍFICA EN LAS en las relaciones
comerciales con clientes.
RELACIONES COMERCIALES CON CLIENTES
• Usos y estructuras
En esta primera unidad veremos las características del lenguaje oral, habituales en la atención
con el fin de poder comunicarnos eficazmente con los clientes tanto al cliente/consumidor
de forma presencial como telefónica, conociendo los recursos más
comunes así como las estructuras y vocabulario específico. • Diferenciación de estilos
formal e informal en la
comunicación comercial
oral y escrita.
1.1 Characteristics of oral language
• Tratamiento de
Read the following text: reclamaciones o
quejas de los clientes/
The principal characteristic of oral language is its immediacy. It is consumidores
different from the written language in that the oral tends to be more
informal and direct, and it is also more expressive than writing. • Simulación de
situaciones de atención
In oral language gestures and body language is very important al cliente y resolución
because they reinforce the transmission of the message de reclamaciones con
fluidez y naturalidad.
There are other important factors when speaking as pitch and
intonation.
OBJETIVOS:
It is essential to try to avoid the use of overused words as “ thing, say,
good” it is best to find other synonyms - Conocer la terminología
específica en las relaciones
Practice: comerciales con clientes:
- What is the principal characteristic of oral language? saludos, presentaciones y
fórmulas de cortesía.
- Name two differences between oral and written language.
- What other factors are important when speaking?
11
- Recibir y atender al cliente - What is essential to avoid in oral language?
de forma adecuada tanto
Answers:
de forma presencial como
telefónica. - The immediacy, that is, the message gets to the recipient at the
moment of speaking
- Diferenciar los estilos
formales e informales tanto - Oral language is more informal and direct
en la comunicación comercial
oral como escrita. - Body language, gestures
- Conocer las situaciones - The use of overused and vague words.

más habituales en las
reclamaciones y quejas
de clientes y ser capaz de 1.2 Speaking on the phone
resolverlas con fluidez y
naturalidad. La comunicación telefónica es una parte esencial en las relaciones
comerciales con clientes. Muchas de las operaciones se realizan
a través del teléfono: peticiones de información, presupuestos,
entrevistas de ventas, etc... por lo que es necesario conocer las
peculiaridades de la comunicación telefónica para poder comunicarnos
con fluidez y naturalidad.
Some rules to take into account when we are talking on the phone.
1. Speak clearly so the other person can understand you
2. Speak in a polite and friendly voice
3. Let the other person finish, don´t interrupt him/her
4. Take notes during the call
5. Always confirm each point of information
A. Some useful sentences when talking on the phone

Answering the phone
- Good morning/afternoon/evening, Madison Inc. Mary speaking.
- Who’s calling, please?
Introducing yourself
- This is Claire Simpson speaking.
- Hello, this is Anna Johnson from Leicester Inc.
Asking for someone
- Could I speak to Mary James, please?
- I’d like to speak to Mary James, please.
- Could you put me through to Mary Jones, please?
- Could I speak to someone who …
12 Tema 1 / Atención al Cliente/Consumidor en Inglés

- Could I speak to someone in sales, please?
Explaining
- I’m afraid Mrs. James isn’t in at the moment.
- I’m sorry; she’s in a meeting at the moment.
- I’m afraid she’s on another line at the moment.
- I´m sorry, but she is on holidays this week.
Putting someone on hold
- Just a moment, please.
- Could you hold the line, please?
- Hold the line, please.
- Hold on, please
Problems
- I’m sorry, I don’t understand. Could you repeat that, please?
- I’m sorry; I can’t hear you very well. Could you speak up a little,
please?
- I’m afraid you’ve got the wrong number.
- I’ve tried to get through several times but it’s always engaged.
- Could you spell that, please?
Putting someone through
- One moment, please. I’ll see if Mrs. Smith is available.
- I’ll put you through.
- I’ll connect you.
Taking a message
- Can I take a message?
- Would you like to leave a message?
- Can I give him/her a message?
- I’ll tell Mrs. Jones that you called as soon she is available
- I’ll ask him/her to call you as soon as possible.
Some examples:
- Good morning Seaview Travels, this is Thomas speaking. How may/

can I help you?- Buenos días, Viajes Seaview, le habla Thomas, ¿en
que puedo ayudarle?
Inglés comercial 13
- Hello, billing, this is Samantha speaking. Hola, contabilidad, le habla
Samantha.
- Who´s speaking please? ¿Quién llama, por favor?
- Could you hold the line for a moment, please? I´ll put you through.
¿Puede esperar un momento, por favor? Le paso.
- Could you spell that, please? ¿Podría deletrearlo, por favor?
- Could you say that again? ¿Podría deletrearlo de nuevo?
- Can I call you back later? What´s your number? ¿Puedo llamarle de
nuevo más tarde? ¿Cuál es su número?
- I´ll call you later. Le llamo más tarde.
- Thanks for your call/ Thanks for calling. Gracias por su llamada,
gracias por llamar.
B. How to receive a telephone call

- Answer the phone as soon as possible.
- Greet the caller.
- Identify the company and yourself
- Listen carefully to the customer and identify what he/she wants
- Pass the call to the person he/she wants to speak to or offer your
help in case it is possible.
- Thank the customer
Example
- R. Good morning, ABC associated, Laura speaking, how can I help

you?
- Good morning, this is John Tomas; I have a problem with a bill.
- Hold on a moment, I´ll put you through the billing department.
C. How to make a phone call

- Identify yourself and your company
- Expose clearly the reason for your call.
- Always thank for the help offered.
Example.
- Good morning, Sarah speaking, can I help you?
- Good morning, this is Anne from Lema´s. Could I talk to the sales
manager, please?

- Hold on a moment, I´ll see if she is available.
- Thanks
1.3 Receiving visitors

A continuación vamos a ver unas reglas de cortesía cuando tratemos
con visitas que acuden a nuestro centro de trabajo.
A. Rules for receiving visitors

- Always greet the visitor.
- Offer help or ask for the reason of his/her visit.
- Ask for his/her name and company
- Offer to take a seat.
Examples:
V. Good morning, My name´s Carmen García.
S. Good morning, Ms. García, what can I do for you?
V. I have an appointment with Mr. Smith.
S. Take a seat, please. I´ll tell Mr. Smith you are here.
V. Good afternoon, I´m Laurie Thomas, Mrs. Johnson is waiting for me.
S. I am afraid Mrs. Johnson is in a meeting at this moment, but it

won´t take long. Would you like a cup of coffee while you wait?
V. A black coffee, only if it is not much trouble for you. Thank you.
B. Small talk
En inglés se conoce como “small talk” a la conversación que se entabla
entre dos hablantes sobre temas de interés general, como el tiempo,
viajes, alojamiento, etc. Es una regla de cortesía en inglés entablar estas
pequeñas conversaciones con clientes, visitas, etc...
Example:
- How was the flight? ¿Como fue el vuelo? Did you have a good trip
¿Tuvo un buen viaje?
Possible answers.
It was fine/ rather long/ delayed
- What would you like to drink? ¿Qué le gustaría tomar?
Possible answers.
A cup of coffee, please/ with a dash of milk/ only if it´s not too
much trouble for you.
- What was the weather when you left? ¿Qué tiempo hacía cuando
salió?
Possible answers.
Cold and cloudy/ pretty warm/cool in the evenings/ hot/ rainy/

quite chilly
- Where are you staying? ¿Dónde se aloja? What is the hotel like?
¿Como es el hotel?
Possible answers
At the Metropolitan. It is very nice and comfortable/ a bit too noisy/

really great..
1.4 Grammar. Questions and replies

En la atención al cliente es esencial el manejo de forma efectiva de las
estructuras de pregunta-respuesta, de forma que podamos obtener
información de nuestro cliente y a su vez poder responder a las
cuestiones que nos puedan plantear.
En inglés la estructura de las oraciones interrogativas es siempre la

misma, no importa el tiempo verbal en el que se encuentren
(Interrogative pronoun)+Auxiliary+Subject+Verb+Complements?
Vamos a ver los distintos tipos de preguntas en inglés: cerradas,

abiertas e indirectas.
A. Closed questions
These are the questions that can be answered by yes/no
E.g. would you like to see a demonstration of our products? Yes, thank
you
Do you need any more samples?
B. Open questions
These can´t be answered only with yes/no. They use question words
When do you need your order?
Where do you want the items dispatched?
Question Words.
What- Qué How- Como

Which- Cual How much/How many- Cuanto (incontable/
contables)
Who-Quien How long- Cuanto tiempo
Where-Donde How far- A que distancia
When-Cuando
Why- Por qué
C. Indirect questions
Son oraciones interrogativas formuladas como oraciones enunciativas.
Se utiliza en contextos formales y expresan cortesía.
Algunos ejemplos de estructuras para formular preguntas indirectas.
I would like to know… Me gustaría saber..
I wonder if it would be possible to….. Me pregunto si sería posible…
I don´t know if you could….No se si podría…
Examples:
I would like to know the price of these articles. Me gustaría saber el

precio de estos artículos.
I wonder if it would be possible to get a discount. Me pregunto si sería

posible obtener un descuento.
I don´t know if you could offer me better conditions. No se si podría

ofrecerme mejores condiciones.
D. Answers
La estructura de las respuestas en inglés es la siguiente.
Subject+Verb+Direct/Indirect Object+Complements+Adverbs
Cuando tenemos más de un adverbio el orden será el siguiente.
Manner+Place+Time
Eg.
She worked very hard at the office yesterday

Manner Place Time
1.5 Basic Attitudes

Además de manejar el lenguaje y las estructuras más habituales en
inglés es imprescindible tener unas actitudes básicas cundo tratemos
con clientes. A continuación se enumeran algunas de las actitudes más
importantes.
- When speaking on the phone always “smile” even though the other
person can´t see you he/she can feel that you are nice and willing to
help him/hem
- Assist the customer as quickly as you can, Customers feel

uncomfortable if you keep them waiting for long.
- Be positive and helpful, although the other person is angry or

disappointed, this would help him to relax.
- Speak clearly and in a friendly way, but avoid being familiar or

impolite!
2. USOS Y ESTRUCTURAS HABITUALES EN LA

ATENCIÓN AL CLIENTE Y CONSUMIDOR
En esta unidad veremos los saludos más habituales en inglés, las
diferentes formas para presentarse a uno mismo y a los demás así
como distintas fórmulas de cortesía en inglés.
2.1 Greetings
A. Common Greetings
Vamos a ver los saludos más habituales en inglés:
- Good morning- Hasta mediodía (midday)
- Good afternoon.- Hasta las 4 o las 5 de la tarde.
- Good evening
- Good night-No se utiliza como saludo si no como despedida.
- Hello/ Hi
- See you tomorrow; See you later, So long! Hasta mañana, Hasta
luego.
- Have a nice day- Que tengas un buen día.
- How are you?/ How are you doing? / How are you getting on?.
¿Como estás? ¿Cómo te va? ¿Cómo lo llevas?
- I am well (fine) thank you/ Quite well, thank you. Estoy bien,
gracias/ bastante bien.
- Goodbye/ Bye

B. Special greetings
Saludos y expresiones utilizadas en ocasiones especiales como puede
ser navidad, año nuevo, etc.
- Happy Christmas/ Merry Christmas.
- Happy New Year! Feliz año Nuevo
- Happy Easter. Feliz semana santa
- Happy Thanksgiving day! Feliz día de acción de gracias (fiesta

celebrada en EE.UU el cuarto jueves del mes de noviembre)
- Good luck! Buena suerte
- Congratulations/ Well done. Enhorabuena / bien hecho.
C. Shaking hands
Cuando conocemos a alguien de manera formal por primera vez la
forma normal de preoceder es con un apretón de manos (shaking
hands) y decir “How do you do” o “Pleased to meet you”
“How do you do?” no es una pregunta real, simplemente significa,

“Hello”.
2.2 Introductions
En el siguiente cuadro vamos a ver las fórmulas más habituales para
realizar presentaciones de uno mismo y de otras personas en inglés.
Introducing yourself Introducing others Responding to On leaving

(Presentarse a uno (Presentar a otros) introductions (En la despedida)
mismo) (Responder a
presentaciones)
How do you do?, my Mrs. Holmes, may I How do you do? I am Goodbye. It's a
name is Mary Holmes introduce Mr. Janes, Peter Jackson pleasure to have met
my boss you
Hello, my name is Louis, I'd like you to Pleased to meet you, Goodbye. Nice to
Mary Holmes and I meet John Smith, our Miss Holmes have met you.
will be your rep in rep. John, this is
Tenerife Louise Hand
I´d like to introduce Hello, how are you
myself, my name is (more informal)
Mary Holmes
Hello, I'm Maria. Or Nice to meet you, I
Hello, my name's am Peter from Seavie
Maria. (more Hotel
informal)
“How do you do?“ es una expresión bastante formal, y como vimos

anteriormente no es una pregunta real. En este caso la respuesta
correcta sería , “How do you do?
Algunos ejemplos de presentaciones (de más formal a informal)
A: It’s my pleasure to introduce Dr. Jones

B: How do you do?
C: How do you do?
A: I’d like to introduce Mrs. Jenkins

B: I’m glad to meet you.
C: The pleasure is mine.
A: Let me introduce you to Susan Brown.

B: Pleased to meet you.
C: Nice meeting you, too.
A: I’d like you to meet Anne

B: Good to meet you.
C: I’ve heard so much about you.
A: This is Charles
B: Nice to meet you.
C: Same here.
2.3 Courtesy rules
A. Some common courtesy rules are:

- Say please and thank you and excuse me
- Apologize - even if it’s a mistake or accident
- Do not chew with your mouth open
- Do not interrupt while someone is speaking
- If you refuse an invitation understand how that person might feel
- It is rude to talk on your cell phone in public
B. Thanking people and responding to thanks

Vamos a ver varias formulas de cortesía para expresar agradecimiento
en inglés y responder a este agradecimiento.
- Thank you very much for the information. You´ve been great help.
Muchas gracias por la información, has sido de gran ayuda.
- It was my pleasure. Ha sido un placer
- Thank you for taking the time to explain it to me. I hope it

wasn´t too much of a bother. Gracias por tomarse el tiempo de
explicármelo, espero que no haya sido mucha molestia.
- Not at all. It was the least I could do. En absoluto, es lo mínimo que
puedo hacer.
- Thanks for all your help. I really appreciate it. Gracias por toda su
ayuda, se lo agradezco de verdad.

- You´re welcome. Good luck. De nada, Buena suerte.
- Thanks a million! Muchísimas gracias.
- Forget it/ don´t worry about it. Olvídelo, no se preocupe por ello.
- Thanking for invitations. Gracias por la invitación.
- Thank you for inviting me. Of course I´ll come. Gracias por invitarme
por supuesto que iré.
- Thanks for your invitation but I´m afraid I won´t be able to come.
I´ve got an appointment. Gracias por su invitación pero me temo
que no podré asistir, tengo un compromiso.
- I´m sorry to hear that. Siento escucharlo
- Can I take you to the airport? ¿Te llevo al aeropuerto?
- Thank you, that would be great. Gracias, sería genial.
- Thanks, but I´ll manage ok by myself. Gracias pero me arreglo bien

por mi mismo.
3. DIFERENCIACIÓN DE ESTILOS FORMAL E

INFORMAL EN LA COMUNICACIÓN COMERCIAL
ORAL Y ESCRITA
Vamos a ver a continuación algunas de las diferencias principales entre
la comunicación formal e informal en documentaciones comerciales en
inglés
3.1 Differences between formal and

informal English
Existen varias formas para diferencial el lenguaje formal y el informal
en inglés en el contexto de la atención a clientes, entre ellas podemos
encontrar las siguientes:
- Use of passive (formal) or active (informal)
I´ll send you all the documents.
All the documents will be sent by the next week.
- Personal Form
If you need any help don´t hesitate to contact us (Informal)
Any help you may need don´t hesitate to contact us (formal)
- Some expressions.
Please contact us as soon as possible (informal)
Please contact us immediately (formal)
- Linking words
Furthermore, in addition to (formal) /Also, and, as well as, besides

(informal)
Although, however, nevertheless, whereas (formal)/ but, or, so, on the

other hand (informal)
Regarding, with reference to (formal)/ since, so (informal)
Accordingly, consequently, therefore (formal)/ anyway, because,

because of (informal)
Firstly, finally, in the first place, secondly, (formal)/ after, and, and then,
first, last, second, then (informal)
- Modal verbs.
If you need any help please call us (informal)
Should you require any help, please call us. (formal)
- Use of singular and plural
I can help you to solve this problem (informal)
We can assist in the resolution of this matter. (formal)
- Direct and indirect questions.
FORMAL INFORMAL
When are you leaving? Could you tell me when you are leaving?
How long are you going to stay Could you tell me how long you are going to stay?
What is your date of birth? Could you tell me what your date of birth is?
What is your first name? Could you tell me what your first name is?
3.2 Formal Style in business documents

Some useful structures are those beginning by modal verbs.
Could
All of them are similar and used for polite requests. We
May
can translate them as “podría” o “le importaría”.
Would
Useful vocabulary and expressions:
- Could you please send the quotation by email? ¿Podría enviar el

presupuesto por email?

- May I ask for a trade discount? ¿Podría solicitar un descuento
comercial?
- Would you mind sending the goods as soon as possible? ¿Le

importaría enviar la mercancía tan pronto como sea posible?
- Would you kindly send the invoice by fax? ¿Sería tan amable de
enviar la factura por fax?
- Would it be possible to have the consignment delivered in our head

office? ¿Sería posible que nos sirvieran la mercancía en nuestra
oficina central?
- Could you please inform us about your terms of trade? ¿Nos podría
informar acerca de sus condiciones de compra?
3.3 Informal language in business

documents
We use direct questions:
- Can you send me your new catalogue? ¿Me puedes enviar el Nuevo
catálogo?
- Does your company offer any trade discount? ¿Tu empresa ofrece
algún descuento comercial?
- When will we receive the consignment? ¿Cuando recibiremos la

mercancía?
Practice. Find for a more formal way to express the sentences above
Possible Answer:
Would you please send us your new catalogue?
We would be grateful if you could offer us a trade discount?
Could you please inform us about the delivery date?
3.4 Synonyms
Es esencial el evitar la repetición de términos cuando estamos
redactando una comunicación, tanto formal como informal. Aquí
enumeramos una serie de términos con sus sinónimos
FORMAL INFORMAL
STATE SAY
REQUEST ASK FOR
INFORM TELL
PROMPTLY QUICKLY
SETTLE PAY
PURCHASE BUY
APPROVE ACCEPT
4. TRATAMIENTO DE RECLAMACIONES O
QUEJAS DE CLIENTES/CONSUMIDORES:
SITUACIONES HABITUALES EN LAS
RECLAMACIONES Y QUEJAS DE CLIENTES
A continuación vamos a ver las formas más habituales de tratar las
quejas de los clientes, ofreciendo ayuda, disculpas y tratando de
solucionar dichas quejas de la forma más efectiva y natural.
4.1 Dealing with complaints

The importance of dealing with complaints properly is that is a good
source of knowledge of our company and our services, so it is a very
good way to improve. We should try to find a solution of the problem
which satisfies both you and the customer.
A. Offering help
- Can/ May I help you? ¿En qué puedo ayudarle?
- Is there anything I could/can do for you? ¿Hay algo que pueda hacer
por usted?
- What exactly is the problem? ¿Cuál es exactamente el problema?
- Is there anything else?¿Hay algo más?
- What exactly is wrong? ¿Qué val mal exactamente?
- How can I be of assistance? ¿En qué puedo ser de ayuda
- Could you inform me about the details of the complaint? ¿Me puede
informar sobre los detalles de la queja?
- I understand / I see. Entiendo /Veo
B. Apologies
- I´m (most) terribly sorry. Lo siento mucho
- I do apologize. Discúlpeme
- I´m so sorry. Lo siento mucho
- I will ensure it doesn’t happen again. Le aseguro que no volverá a

ocurrir.
- Please accept my/our/ apologies. Por favor, acepte mis disculpas.
- I am really sorry for the inconvenience you´ve suffered. Siento

mucho los inconvenientes que ha sufrido.

- We understand your frustration. Entendemos su frustración.
- I understand you are upset. Entiendo que esté molesto.
C. Offering help/solution to the problem

- We´ll do our best to solve this problem
- I´ll pass your claim to the sales department.
- The mistake was caused for a fault in our system
- I assure that this will not happen again.
- We will offer you a 20% discount as compensation.
- I will send the correct bill by email immediately.
- The items will be dispatched tomorrow as the latest.
4.2 Courtesy guidelines

The reply offering a solution to the complaint should be fast and
personal to get the customer satisfaction.
We always should listen to the customer, greeting him/or her to put in

contact with us
We will assure that we have understood the situation
Offer real solutions. Do not make promises that you can´t keep.
Some useful vocabulary
I understand your point- Entiendo su punto de vista
I appreciate what you say. Aprecio lo que dice.
We will sort the problem out immediately. Trataremos el problema

inmediatamente.
4.3 Grammar. Future simple for promises and offers

Uno de los usos más comunes del futuro simple en inglés es el de
expresar ofrecimientos y promesas a corto plazo. Asimismo, expresa
intención de realizar una futura acción.
The future simple is formed by the auxiliary “will” and the infinitive of the
verb. The short form for the affirmative is ‘ll and for the negative is won´t
Examples.
I´ll take care of your complaint personally.(offer)
I assure it won´t happen again (promise)
4.4 Telephone complaints
Una parte fundamental de las quejas que se plantean por parte de los
clientes se hace de manera telefónica, por lo tanto es preciso conocer
las técnicas para resolver dichas incidencias de forma fluida y efectiva,
de tal forma que el cliente quede satisfecho con la ayuda recibida y con
la solución que se le plantea.
Tips for dealing with complaints on the phone:
- We should speak clearly
- We should sound always positive and helpful, showing interest in

the details of the mistake.
- We should apologize, even though the mistake was not our direct
fault, and be sensitive with the client.
- We should try to get all the details and offer a suggestion to solve
the problem. Do not make promises that we are not able to fulfill.
Read the following dialogue.
R. Norton associated, may I help you?
C. Yes, please, my name is Lisa Donalds from Abd consulting. I´m

phoning because we ordered some items from you last month and
we haven´t received them yet although your promise was to send
the consignment by the end of the last week as the latest…
R. Oh, I am sorry, let me check what happened…
Practice. How would you continue the conversation?
4.5 Face to face complaints

En las reclamaciones de forma presencial es esencial tener en cuenta
además de los factores enumerados en las quejas telefónicas el uso
del lenguaje no verbal, que nos puede ayudar a conocer más las
necesidades del cliente y lo que nos expresa sin palabras.
Aquí tenemos algunos aspectos de la comunicación no verbal a tener

en cuenta cuando nos relacionamos en un contexto profesional.
a. Facial expressions. Do not frown or raise eyebrows as it would

mean lack of confidence in the person you are talking to
b. Eyes. Always look at the other person at the eyes, but not stare
them, otherwise they could feel uncomfortable.
c. Smile. The smile is very important, you should smile to people when
you are talking to them, your will appear nicer to your interlocutor
d. Arms. Never close your arms because it implies suspicion. Do not

move your arms in an exaggerated way when you are speaking, and
of course, do not lean on your elbows on the table.

e. Legs. Do not move them nervously. Be careful with them when you
are seated
f. Clothes and look. You appearance has always to be smart, although

the kind of clothes you should wear depends on the company and
the sector you are working in.
Tips for dealing with complaints face to face.
- Always look to the customer to the eyes.
- It is important to nod, to show the customer that we are listening to

him/her.
- The customer should feel comfortable; offer him/her to take a seat.
- And the rest of tips for phone complaints are also valid for face to
face complaints.
4.6 Written complaints

Las cartas de reclamación normalmente siguen una línea estructural
específica. En ellas podemos encontrar la siguiente información:
- The reason for the letter/ complaint.
- I am writing to complain about….
- I am writing with reference to order/bill number…
- The body of the letter explains the problem in depth
- The consignment has not arrived yet.
- The items were damaged.
- The quality of the goods does not suit us.
- There is a mistake in the order.
- The last part can suggest a solution to the problem.
- We ask you to send the order as soon as possible.
- We would like a refund.
- We suggest a replacement..
Etc.
Read the following letter.
Dear Sirs
We are writing with reference to order number 9837/34 which we

ordered on February 23rd.
When we unpacked the boxes we found that some of the items were
damaged and are unsalable for us. We would like you send us new
ones and we would be very grateful if you could send us by the end
of this week, as we have to send them to our customers.
We look forward to hearing from you.
Yours faithfully
Practice. Write a complaint letter about a consignment that is two weeks

delayed.
4.7 Common complaints situations

En comercio las situaciones más comunes de queja se refieren a la
gestión de pedidos, retraso en los mismos, calidad de los productos,
problemas en la facturación y mal servicio post venta.
- Complaints related to orders.
Delays
Example: The consignment should have been delivered last Saturday.
The shipment was expected for 12th November
- Damaged items.
When we opened the boxes, some of the items were damaged
- Mistakes in the consignment
There is a mistake in your consignment; the items received are not

those we ordered.
- Bad quality of the products.
We were very disappointed to find that the quality of your products

was not what we expected.
- Problems with the payment/ Invoices.
There is a mistake in your invoice/ there is an extra charge/ the

trade discount is not applied.
- Poor after-sales service.
Nobody could help me when I called/ I didn´t receive any answer

from you.

4.8 Useful vocabulary related to complaints
To complain- Quejarse (verb)
A complaint- Queja (noun)
To be delayed- Retrasar(se)
Delay- Retraso (noun)
To be damaged- Estar dañado
To be disappointed- Estar decepcionado
To ask for a compensation- Pedir una compensación

Inconvenience- Molestias
Replacement- Sustitución del envío/articulos
Refund- Devolución del importe.
A consignment- Envío
A shipment- Envío
Items- Artículos.
Goods- Bienes, artículos.
Examples.
The customer complained because the consignment was delayed.
The delay is causing us a lot of inconveniences.
The items are damaged and I am very disappointed with the

consignment.
4.9 Responding to complaints

Cuando recibamos una queja la forma adecuada de tratarla es pedir
disculpas primero por la situación para a continuación ofrecer una
solución, siempre que esta sea posible. Vamos a ver un ejemplo.
Complaint- These items are damaged!

Apology- . I´m terribly sorry
Action- I´ll replace them immediately.
Trataremos la forma de resolver reclamaciones en la próxima unidad.
Useful vocabulary:
- Adverbs: Extremely-absolutely—very-terribly-quite.
- Adjectives: Sorry-sure-disappointed-annoyed-unacceptable-filthy
5. SIMULACIÓN DE SITUACIONES DE
ATENCIÓN AL CLIENTE Y RESOLUCIÓN
DE RECLAMACIONES CON FLUIDEZ Y
NATURALIDAD
Vamos a ver unos ejemplos de situaciones de quejas y reclamaciones
por parte del cliente, tanto de forma presencial como telefónica, así
como estructuras útiles para resolverlas de forma eficaz.
5.1 Solving problems by phone

R. Good morning, Norton associated, can I help you?
C. Good morning, this is Ann Thomas, Sales Manager of ABC. I´m

calling to complain about your last consignment.
R. I see…Could you tell me exactly what happened?
C. Yes, I am really disappointed because when we opened the boxed

we saw that some goods were seriously damaged.
R. Oh, I´m sorry, please accept our apologies. I suppose there has been
a problem with the transport. In any case, I will send the consignment
right now and you will have it delivered tomorrow morning.
C. Thank you very much for your help.
R. You are welcome, and again sorry for the inconveniences.
R. Good afternoon Sarah speaking, may I help you?
C. Yes, My name is Carlos González and I am calling from BDB Madrid.

We placed an order two weeks ago and you promised us that we
would have the consignment by last Monday. It’s been delayed
for five days now and we need the articles to supply them to our
customers.
R. I´m terribly sorry Mr. González. Let me check what happened….

Mr. González? I´m sorry to inform you that there has been a
problem with the transport agency; you will have your consignment
delivered in the next three days.
C. I´m sorry madam, but I need the goods for tomorrow; the delay is
causing us great inconvenience as we promised our customers early
delivery.
R. Don´t worry sir, I´ll send the consignment by express delivery, and
I´ll offer you a 10% discount for the inconveniences.

5.2 Face to face
Tips for solving problems face to face with the customer.
- Always listen to the customer. Do not interrupt him/ her. When

customers are angry it is a good technique to let them explain the
problem in depth.
- Find out the veracity of the problem. Make some questions about
it. E.g. When did you buy the product? Can you tell me what is the
exact problem? Why are you disappointed with the product? What
happened exactly?
- Offer a solution if possible. The solution can be a return (cambio) or

a refund (devolución).
- Always ask for the receipt or the invoice of the product.
Read the example:
Customer: Excuse me, I bought these jeans last week in your shop
and when I arrived home I realized they were torn.
Shop assistant. I see. Do you have the receipt, please?. Thank you
Customer. I was wondering if you could give me a refund.
S.assistant: I´m afraid it´s not our policy to give refunds, but would
you like to exchange them for another pair of jeans?
C. That would be fine. Thank you.
5.3 Solving written complaints

Tips for writing letter replying complaints.
- Always thank the customer for contacting you.
- Mention the topic of the previous complaint.
- Apologize for the inconvenient that the problem may have caused.
- Offer a solution.
Dear Mr. Martínez
Thank you for informing us about the damaged items we sent you on
July 20th in the order number B-988. We understand the problems
this has caused, so we will send replacements as soon as possible.
Could you please keep the consignment in your warehouse so that
we can inspect the damage?
Yours sincerely.
A Brodman.
LO QUE HEMOS APRENDIDO
- Como estructurar el discurso en la comunicación oral, tanto
presencial como telefónica, formas de dirigirse al cliente,
formulación de preguntas y respuestas y actitudes básicas en la
atención al cliente.
- Saludos y presentación de personas tanto en contextos formales

como informales y reglas de cortesía básica.
- Diferencias entre el inglés formal e informal en la comunicación

comercial.
- Tratamiento de quejas e incidencias en situaciones comerciales con

clientes y como resolverlas con fluidez y naturalidad.
- Cómo ofrecer disculpas, ayuda, promesas y ofertas tanto de forma

oral (telefónica y presencial) como escrita.

Aplicación de Técnicas
de Venta en Inglés 2
• Presentación de
1. PRESENTACIÓN DE PRODUCTOS Y productos/servicios
SERVICIOS. CARACTERÍSTICAS, MEDIDAS, • Pautas y convenciones
habituales para la
CANTIDADES, SERVICIOS AÑADIDOS, detección de necesidades
CONDICIONES DE PAGO Y SERVICIOS de los clientes/
consumidores.
POSTVENTA • Fórmulas para la
expresión y comparación
de condiciones de venta:
1.1 Introducing products • Fórmulas para el
tratamiento de
Vamos a ver como se forman los adjetivos en inglés, fundamentales objeciones del cliente/
a la hora de realizar cualquier descripción. Los adjetivos expresan consumidor.
características y propiedades de los sustantivos y cumplen la función
de especificar o resaltar algunas de sus características. Por otro lado • Estructuras sintácticas
veremos algunos adverbios utilizados para complementar los verbos, y usos habituales en la
adjetivos o a otros adverbios venta telefónica:
• Simulación de
A. Characteristics of products, adjectives and adverbs situaciones comerciales
habituales con clientes:
Adjectives are used to describe nouns
presentación de
Types of adjectives: productos/servicios,
entre otros.
Qualitative (Calificativos): good, thin dry, bad, short
Demonstratives (Demostrativos): this, that, these, those
Distributives, each, every, either…
Quantitive (Cuantitativos): some, any, little, few..
33
Interrogative (interrogatives): which? What?
OBJETIVOS: Possesive (Posesivos) my, your, his..
- Presentar y describir Numberic (Numéricos): one, third, second..

productos adecuadamente Grammatical Rules
para incentivar su venta:
características, precios, - Adjectives in English do not vary in gender and number
formas, medidas, usos,
formas de pago y servicios Example: red: rojo, roja, rojos, rojas.
post venta entre otros.
- They are placed before the noun
- Conocer las pautas para
We have an interesting job
detectar las necesidades de
los clientes para ofrecerle - They are placed after the verb To BE, become, feel, look, seem,
los servicios o productos smell or taste
que satisfagan dichas
necesidades. These documents are wrong
- Saber dar instrucciones de He looks (seems) tired

uso de un producto de forma
sencilla y clara. It smells bad
- Conocer las objeciones más - To be+adjective has the meaning of “Tener”

habituales en venta y saber e.g. I´m thirsty
como contra argumentarlas.
- When we have more than one adjective we follow the following
- Saber realizar una entrevista order as a general rule:
de venta telefónica de forma
eficaz. Opinion+size+age+form+colour+origin+material+use+noun
e.g. a beautiful enormous old oval brown Arabic wool carpet
Common adjectives and its opposites
LONG SHORT
THICK THIN
HIGH LOW
WIDE NARROW
HEAVY LIGHT
DEEP SHALLOW
B. Physical Characteristics
Shapes: lines and objects
Strraigh
ht curvved wavy pointed
d roun
nded unt
d, blu
34 Tema 2 / Aplicación de Técnicas de Venta en Inglés

Cirrcula
ar reectan
ngullar sq
quaree trian
ngula
ar trap oidal
pezo
Cylindricall b sshap
box ped.
1.2 Measures and weight

Distance:
1 inch (in) = 2,54 cm.
1 foot (ft)= 12 inches (30,48 cm)
Weight
1 ounce (oz)= 28,35 g
1 pound (lb)= 16 ounces (0,454 kg)
Liquids
1gill= 0,14 l (Britain) 0,118 l (USA)
1 pint (pt) = 4 gills (0, 57 l Br-0,473l USA)
1.3 Quantity
The most usual way to express quantity in English is the use of
Quantifiers
A. Some/ Any
We use some with countable nouns in Plural and for uncountable
nouns.
E.g. I need some brochures for my customers. Necesitamos algunos

folletos para nuestros clientes.
We would like some information about your products. Desearíamos

(alguna) información sobre sus productos.
We use any with countable and uncountable nouns in negative and

interrogative sentence.
I didn´t buy any product from the catalogue
Did the customer send any order?
B. How much/ How many
We use How much for uncountable nouns.
e.g. How much does it cost?
How many is used for countable nouns.
How many samples do you need?
C. A lot of/ Many/ Much

We use A lot of in affirmative sentences, with countable and
uncountable nouns.
We have got a lot of orders this month.
They gave us a lot of information.
Many is used in interrogative and negative sentences, with countable

nouns.
Much is used in negative and interrogative sentences, with

uncountable nouns.
We didn´t get much information about the company.
Did you have much time to finish the project?
D. Little/A little- Few/ A Few

Little is used with uncountable nouns; the meaning in Spanish would
be “poco” as “not enough”
e.g. I have little time to finish the project. Tengo poco tiempo para
terminar el proyecto (no es suficiente)
A Little is also used with uncountable nouns, the meaning is “un poco”
as “enough”
e.g. I have a little time to finish the project. Tengo un poco de tiempo
para terminar el proyecto
Few is used with countable nouns, the meaning is “pocos” as not

enough
I have received few orders this month. He recibido pocos pedidos este
mes (connotación negativa)
A Few is used with countable nouns the meaning is “unos cuantos”
I have received a few orders this month. He recibido unos cuantos

pedidos este mes (connotación positiva)

1.4 Aditional Services
These are the services that differentiate our company from the rest of
the competitors, some of them are:
Guarantee. Garantía
After- Sales service. Servicio post venta
Delivery conditions. Condiciones de envío e.g. free delivery, express

delivery.
Financiation. Financiación (e.g. monthly payment)
Technical service. Servicio técnico.
Free setting. Montaje/ instalación gratuita
e.g We offer a two year guarantee in all our products.
Free delivery for orders over $100
Our Technical service is available 24 hours a day, 7 days a week.
Free setting is included in all our products.
1.5 Methods of payment

Aquí tenemos las formas de pago más utilizadas:
Cheque (British Bank)-Cheque
Cash (Notes)-Efectivo (billetes)
Cash (Coins)-Efectivo (monedas)
Traveller´s Cheque-Cheque de viaje
Credit Card-Tarjeta de crédito
Bank Transference- Transferencia bancaria.
- Payment conditions
A continuación vemos los términos y las expresiones más comunes

para hablar de términos y condiciones de pago.
- Payment Terms. Términos de pago
- Prepayment. Pago por adelantado.
- Quotation. Presupuesto (Información del coste del servicio)
- Pay (or cash) in advance. Pago por adelantado
- Downpayment. Anticipo
- Cash on delivery (COD). Pago contra reembolso (a la entrega)
- 30/60 days after invoicing. Pago a 30/60 dias fecha.
- Pay in instalments. Pago a plazos
- Receipt. Recibo o ticket. No confundir con “ticket” en ingles que

significa “entrada” (de cine, museo, etc)
- Interest-Free Financing. Financiación sin intereses
- To settle a Bill. Emitir una factura (también llamada “invoice”)
- To take a deposit. Tomar una cantidad de dinero por adelantado

para efectuar la reserva .
- Final payment. El pago de la cantidad restante después del depósito.
Useful expressions:
- How much is it/ How much is that? ¿Cuánto cuesta?
- How would you like to pay ¿Cómo le gustaría pagar?
- Do you accept credit cards? ¿Aceptan tarjetas?
1.6 After sale services

What is the after sale service? It is the process of contacting the
customer after the sale. Useful for feedback, to offer further
products, to build the relationship & for personal evaluation.
Hay algunos servicios que deben ser realizados después de la venta,

como por ejemplo:
- Invoices and confirmations. Facturas y confirmaciones.
- Further information about the product or service. Información

adicional que el cliente pueda necesitar sobre el servicio una vez
contratado. (technical service)
- Changes and amendments. Cambios y enmiendas
- Evaluation of the customer satisfaction. Evaluación de la

satisfacción del cliente.
- Promotions and offer. Promociones y ofertas para fidelizar a los

clientes.
Practice. Match each of these sentences with one of the after sale service
mentioned above.
1. We will offer you a special discount for your next purchase
2. We are calling you to know your satisfaction with the product you
have purchased from us.
3. Do not hesitate to contact our technical department if you need any

help with the use of the product.

4. You have 30 days to change the product if you are not completely
satisfied with it.
5. Your bill will be sent by the end of the month.
Answers
1. Promotion and offers
2. Evaluation of the customer satisfaction.
3. Technical service
4. Changes
5. Invoices and confirmations.
2. PAUTAS Y CONVENCIONES HABITUALES

PARA LA DETECCIÓN DE NECESIDADES DE LOS
CLIENTES Y CONSUMIDORES
A la hora de realizar una venta, es necesario conocer al consumidor,
cuales son sus características, sus necesidades etc., sólo entonces
podremos ofrecerle aquello que él necesita y podremos finalizar
nuestra venta con éxito. En este capítulo vamos a ver los diferentes
tipos de necesidades que el consumidor tiene y la forma de obtener
información sobre dichas necesidades
A. Introduction. Read the following text:
However good your product or service is, the simple truth is that
no-one will buy it if they don’t want it or believe they don’t need
it. And you won’t persuade anyone that they want or need to buy
what you’re offering unless you clearly understand what it is your
customers really want.
Knowing and understanding customer needs is at the centre of

every successful business, whether it sells directly to individuals or
other businesses. Once you have this knowledge, you can use it to
persuade potential and existing customers that buying from you is in
their best interests.
B. Types of necessities
Debemos conocer los tipos de necesidades del consumidor para
cumplir sus expectativas y conseguir su satisfacción
- Primary or basic necessities: Food, health, dress
- Secondary or social necessities: TV, travels…
A person needs to have their primary necessities covered in order to
acquire secondary products or services.
Customer follows some steps before coming to a decision:

psychological motivation, social, etc.
We need to bear in mind all these forces and motivations to know our
customer an offer him/her what they really need.
a. Social necessities
- Culture
- Subculture (nationality, religion…)
- Social class (education, occupation)
- Reference groups. (Friends, teams)
- Family (number of members, gender..)
Obviously it is not easy to know all these information about our

customer, but we have to try to get as much information as we can.
- Psychological necessities.
- Motivation
- Perception (compilation and analysis of information)
- Personality (type of dress, food)
- Attitude.
- Situations (moment of their lives)
- When do people buy the most?
- Where do they buy?
- Why do they buy
- How do they buy?
- Customer expectations and satisfaction
- Customer expectations. Customers use to go to a determined shop

with expectations on about they want to purchase, in this case, we
need to know these expectations to offer an appropriate service.
- Customer satisfaction. Customers are satisfied with the purchase

when the service or the product is better than what they expected
C. Expressing likes and dislikes
- I like- Me gusta I don´t mind- No me importa

- I love- Me encanta I dislike- No me gusta

- I enjoy-Disfruto con I can´t stand- No puedo soportar
- I´m keen/ I´m not too keen- I hate- Odio
Me gusta, soy aficionado…
- I´m fond of- Me gusta, me agrada
Example.
I´m keen on sunbathing! Me gusta (soy aficionado a )tomar

el sol
Really, I can´t stand it. De verdad, ¡yo no lo soporto!
Practice
Practica con tu compañero/a expresando gustos sobre actividades o

lugares.
3. FÓRMULAS PARA LA EXPRESIÓN Y

COMPARACIÓN DE CONDICIONES DE
VENTA. INSTRUCCIONES DE USO, PRECIO,
DESCUENTOS Y RECARGOS
3.1 Grammar. Adjectives, comparatives and superlatives

El uso de adjetivos comparativos y superlativos es muy común en
inglés, tanto en lenguaje oral como escrito, para describir productos,
lugares, situaciones, etc…. veamos algunos ejemplos:
I´d prefer a cheapest product.- Preferiría un producto más barato
It´s the most expensive restaurant in which I´ve stayed- Es el

restaurante más caro en el que he estado
A. Comparatives
Adjetivos de una sóla sílaba (ej, cheap, near, small). Forman el
comparativo añadiendo el sufijo –er al adjetivo.
Cuando el adjetivo tiene más de dos sílaba (ej, beautiful, expensive) s el

comparativo se forma añadiendo more+ adjetivo
Los adjetivos de dos sílabas que terminan en –y siguen la primera regla.

(ej, happy-happier)
Después de los comparativos siempre utilizamos than
Ejemplo: This store is cheaper than the one we stayed yesterday- Esta
tienda es más barata que en el que estuvimos ayer.
Otros adjetivos comunes forman el comparativo de forma Irregular:
Ej.
Good- better- Bien/mejor que

Bad-worse- Malo/ peor que
Far- the further- Lejano/ más lejano
B. Superlatives
Al igual que en los comparativos dividimos los adjetivos entre cortos y
largos . En los cortos se añade el sufijo –est al adjetivo, en los largos se
añade the most.
This is the cheapest product we can offer. Este es el producto más

barato que puedo ofrecerle.
Marsellaise hotel is the most comfortable in Paris.- El hotel Marsellaise

es el más confortable de París.
Igualmente contamos con adjetivos irregulares:
- Good- The best Bueno/ El mejor

- Bad- The Worst Malo/ El peor
- Far- The furthest Lejos/ El más lejano
C. “as...as” comparatives of equality

This product is as effective as the other one- Este producto es tan
efectivo cono el otro.
This sofa is not as comfortable as the other one- Este sofa no es tan
cómodo como el otro.
3.2 Instructions for use
A. Imperatives and commands

En inglés, la forma de dar instrucciones se hace mediante el tiempo
imperativo. Este tiempo se forma con el infinitivo del verbo sin “to”, y
sin uso del sujeto.
Useful vocabulary
Adjust-ajustar Fold- doblar

Open the box… Abre la caja Remove- sacar
Be Careful with it…Cuidado con.. Put-poner

Fill- Rellenar Press- presionar
Turn on/ off- Encender, apagar Set- Poner en un punto o lugar
Check-comprobar Lock-Bloquear
Make sure-asegurar
In negative Do+Not
Eg. Do not switch on the light before…(+ing)
Instructions are usually written in the present sentence, as the action is

happening now, sometimes the future tense is used.
e.g.
In this recipe you will need two eggs. When the water is boiling, place
them in the pan, they will be cooked in four minutes.
B. Tips for giving instructions

- work out the right order for your instructions
- keep your sentences short and simple
- number your instructions if you wish
- use command verbs
- use the present or sometimes the future tense
- present your writing clearly.
C. It´s used for...It´s made of..

- It´s used for nos sirve para expresar la utilidad de un artículo o
producto
This item is used for cleaning windows.
- It´s made of nos sirve para explicar de que está fabricado un

producto.
Ejemplos de materiales:
Cardboard- Cartón Lead- Plomo Porcelain- Porcelana Pottery- Cerámica Tin- Estaño
Rubber- Goma Canvas-Lona Leather- Cuero Silk- Seda Wax-Cera
Fabric- Tela Copper- Cobre Linen- Lino Silver- Plata Velvet- Terciopelo
Wood- Madera Feather-Pluma Marble-Mármol Steel- Acero Straw- Paja
Aluminium- Aluminio Glass-Vidrio Paper- Papel Stone- Piedra
Brass- Latón Iron- Hierro Plastic- Plástico Wool- Lana
3.3 Prices
A. Cardinal numbers (review)
100= a hundred
1000= a thousand
10.000= ten thousands
100.000 = a hundred thousands
1.000.000= a million
10.000.000= Ten millions
10.000= ten thousands
100.000 = a hundred thousands
B. Mathematic operators
£= Pounds X= 4x2 four times two
$= Dollar =equals
+=Plus % Per cent
-=Minus P. pence
/=Divided
Examples
200/1.4=£142.8) Two hundred divided by one point four equals one

hundres and forty-two pounds eighty-six.
7-2=5. Seven minus two equals (or is) two
3.4 Discounts and extra charges
A. Types of discounts
Discounts dealing with payment
- Prompt payment discount. Descuento por pronto pago
- Trade discount: Descuento efectuado sobre el precio del catálogo.
- Cash discount. Descuento por pago al contado/ en efectivo.

- Seasonal discount: Descuento de temporada.
Discounts dealing with quantity
- Cumulative quantity discount (or accumulation discounts).

Descuento basado en la cantidad adquirida en un periodo de
tiempo
- Non-cumulative quantity discount. Descuento por volumen de

ventas basado en la cantidad de un pedido único para incentivar
pedidos grandes y reducir costes de facturación, envío, etc.
There is a special offer this week 10% off
If you order before 29th August you will get a 5% discount
If your order is more than 100€ you will not get shipping fees.
B. Extra charges
Vat. (Value Added Tax)
In Spain
- Extra reduced: 4%
- Reduced : 10%
- General 21%
In Great Britain
- Zero-rated
- Standard rate- currently 20%
- Reduced rate- currently 5%
In USA it is called “sales tax”. No national general tax exists, but the
federal governments apply these tax to some good and services. Tax
vary widely from less than 1% to over 10%
It also can be applied charges for packing and shipping services.
4. FÓRMULAS PARA EL TRATAMIENTO DE

OBJECIONES DEL CLIENTE Y CONSUMIDOR
4.1 Main objections in sales

Vamos a ver cuales son las objeciones mas comunes cuando se
presenta un producto o servicio y la forma de tratarlas adecuadamente.
Las objeciones pueden ser convertidas en oportunidades.
El primer paso es diferenciar que objeciones pueden ser reales y cuales
no.
- True objections: doubts, misunderstandings, disadvantages.
Product: design, quality.
Price
Company (technical assistance, customer care, delivery dates.)
- False objections: excuses, prejudices
We have to formulate open questions in order to discover the real

cause of the objection.
e.g. I don´t rely on your company
Why do you say that? Did you have any bad experience with us?
Type of objections
1. “I am not interested in your product”. This could happen either

because the customer works with other company or because they
feel they do not need our products. In this case we should have to
show the benefits of purchasing our products.
e.g. I´m sorry Mr. Adams. Could you tell me why do you think you don´t
need this product?
Could you tell me what kind of service do you really need?
Could we make a special offer for you?
2. “I am not the person responsible of these matters”. We have to

find out if this is a real excuse or not, asking who is the person
responsible for purchasing and when he/she will be available.
e.g. When can we meet to the person responsible to present our

products?
Do you need any other information to present to your responsible?
3. “I don´t have time, I´m too busy”. In this case we should try to
arrange a meeting in another moment
e.g. Could I call again in another moment, it won´t be more than five
minutes?
I understand you are very busy right now, so, can we meet tomorrow
morning?
4. “I don´t like your products, they are not good quality” (prejudices).
Here we should make a demonstration of our products, or offer the
potential customer some samples, etc. in order he/she can check
the quality of our product.
5. “I have a bad experience with your company”
e.g. I´m very sorry, could you tell me exactly what happened?

Could you tell me the person who you spoke to?
6. “It is very expensive, I don´t have enough money”. In this case we

should change a disadvantage (price) to an advantage (as it is more
expensive than others in the market it is better quality and it will
last longer, so it is a good investment)
e.g. Mr. Thomas, my products could be more expensive than those

from the competence but this is because we offer more advantages as
materials, design. This could make a good investment for you.
Practice. Read these objections and write some answer that you would
give to the customer.
- In this moment I can´t buy your product
- It is very expensive for us
- I´m not happy with your post-sales service.
5. ESTRUCTURAS SINTÁCTICAS Y USOS

HABITUALES EN LA VENTA TELEFÓNICA:
FÓRMULAS HABITUALES EN EL
ARGUMENTARIO DE VENTA
Ya vimos en un capítulo anterior la estructura de las conversaciones
telefónicas y las expresiones más útiles. En este capítulo nos
centraremos en las conversaciones telefónicas de venta.
5.1 Introduction. Read the following text

Telephone conversations in sales are a first contact with our
customers or potential customers. It is essential that we make a
planning before making a sales phone call.
What is a planning?
It is to plan how to introduce yourself to the customer, knowing hiw/

her basic necessities and preparing an outline of how to structure the
telephone conversation, taking into account possible objections that
the customer could make.
It is essential that we know all the characteristics and advantages for

our potential customer.
Another point is that we have to make a positive image of our

customer, thinking that he/she is willing to receive our call.
5.2 Structure of telephone conversations in sales
1. Introducing yourself: “Good morning, my name in Mary Smith from
ABC Company”
2. Asking for the person you want to speak to. “Could I speak to the
Finance Manager, please?”
3. The person who answers the phone will probably ask us what the
reason of our call is”.
e.g. “Can you tell me what it is about?”
Possible answers: It is for a matter that I should speak to her
4. If you get through the person you want to speak to:
- Identification
- Reason for your call
- Suggestion
E.g. Good morning, my name is Mary Smith form ABC, the reason for
my call is to introduce you my products/services. Could you give me a
few minutes?
5. Now we can find two different answers.
- Yes, in this case we will present our products or services in a

clear and attractive way to persuade our listener to purchase one
of our products.
- No. He/She will give us the reason for the objection.
As we saw in the previous chapter we have to be prepared to reply all

the objections that the potential customer can make.
e.g. I am not interested in your products or I don´t need your products. In

that case we should try to create the necessity in our potential customer,
explaining the advantages of our product for his/her company.
It is essential to find out the necessities of the customer, making

questions and listening to him/her, and then we will be prepared to
offer our product as a solution for the customer problems.
The argumentation must be solid and logic.
6. Closing. The final point is to get an order, or, a visit of one of our
representatives to show our products or services.
Useful expressions

5.3 Frequently used expressions in sales
- Introductions.
- My name is …..and I´m calling from…..
- Good morning, this is…….from…..
- Asking for the person responsible for…/the person we want to talk

to..
- Could I talk to the responsible of……..to the purchase

manager……
- Introduction of our company. The structure here is: Reason for our
call+we would like to meet the customer.
- Have you heard from our company before?
- We are opening a new office in the town and would like to meet
you.
- Introduction of our products/ services.
- Let me introduce you my products/services.
- These products are the most competitive in the current market
- They are designed to cover all your necessities
- Making an arrangement.
- Would you like that one of our sales representatives visit your
company?
- Could we speak in another moment, let´s say tomorrow?
- Does tomorrow at 9.00 suit you?
- Objections
- Customer: I don´t have time
- Reply: Don´t worry, we can speak in another moment (in this

case we will try to make an appointment)
- Customer: I´m not interested in your products
- Reply: We would like to show you our products, because maybe

today you don´t need them but you may need/change your mind
in a future.
- Closing
- Would you like to receive some samples?
- Would you like to place an order?
In any case, telephone conversations are the first contact with the
customers; we should try to make an appointment to close the sale.
6. SIMULACIÓN DE SITUACIONES
COMERCIALES HABITUALES CON CLIENTES:
PRESENTACIÓN DE PRODUCTOS Y SERVICIOS
ENTRE OTROS
6.1 General aspects to present a product or service

Tenemos que tener en cuenta los siguientes aspectos para lograr una
presentación exitosa de nuestro producto o servicio.
- Functions: what is the use of the product and the necessities that it
will fulfill
- Benefits: advantages that the customer will get if he uses your

products, in relation to necessities and competence. They have to
be enumerated in a clear and understandable way
- Characteristics: Technical details about the product or service,

duration, packaging…etc.
- Untouchable elements. They are everything that makes your

product attractive: fashion, newness, exclusivity.
- Complements: added articles that make a difference to your

product.
We should also adequate the presentation to the customer, attract his/

her attention and listen to him/her to be aware of their necessities.
Our presentation should be enthusiastic and reliable.
6.2 Examples of commercial situations with customers
A. Presentation of a new product

Good morning. My name is Peter Thomas and I represent ABC Ltd. I
am here to show you the new products we have just launched, that will
make your work easy.
This new product makes your work faster
It will help you to reduce costs.
It is the new product, the lasts product, the newest.
They have a lot of complements.
Questions made by the customer
- How many years of guarantee does it have?

- Do you offer any commercial discount?
- When will you be able to deliver it?
- Do you accept returns/refunds?
- Can I get some samples?
- Can we see a demonstration?
Replies.
- Certainly/Sure/ Of course.
- What day will suit you?
- Would it be convenient on?
B. Presentation of services
Services are untouchable, so we should emphasize the technical and
personal characteristics of it. We can´t show customers any samples,
we can´t show how it works so, the focus should be in the customer
service and the quality of our service.
Example of a service presentation.
Good morning, we are here to present our Cleaning Company called

“The cleaners”. We are a new company operating in Madrid and we
offer special prices and discounts to our customers….
- Enumerate benefits of your service.
- It will help you to save time
- It will help you to save money.
- We offer a fast and effective service.
As we have already seen it is important to present the customer the

benefits that he or she will get by purchasing our products or services
and be prepared to answer all the questions the customer may ask.
- Como describir productos: características físicas, materiales, pesos,
medidas y cantidades.
- Hablar sobre métodos y condiciones de pago, descuentos, recargos,

así como servicios añadidos
- Detectar las necesidades del consumidor para poder ofrecerle

servicios y productos adecuados a las mismas.
- Objeciones más comunes que los clientes consumidores pueden

plantear a nuestros productos, así como rebatirlas de forma
adecuada.
- Realizar entrevistas de venta telefónica de forma eficaz, así como

presentaciones de productos y servicios a los clientes.

Comunicación
Comercial escrita en 3
Inglés
• Estructura y
terminología habitual
en la documentación
comercial básica
• Cumplimentación
1. ESTRUCTURA Y TERMINOLOGÍA HABITUAL de documentación
comercial básica en
EN LA DOCUMENTACIÓN COMERCIAL BÁSICA: inglés
PEDIDOS, FACTURAS, RECIBOS Y HOJAS DE • Redacción de

correspondencia
RECLAMACIÓN comercial
• Estructura y fórmulas
habituales en la
1.1 Orders (or order note) elaboración de
documentos de
An order is a confirmed request by the buyer to the seller to buy, comunicación interna en
sell, deliver, or receive goods or services under specified terms and la empresa en inglés
conditions.
• Elaboración de informes
Orders can be presented in two ways. As an ordinary letter with y presentaciones
address, salutation body and closing as in an order form, that can be comerciales en inglés
standardized for each company. • Estructuras sintácticas
Orders must contain details such as reference of the items, utilizadas habitualmente
description, model, quantity and prices en el comercio
electrónico para
It is essential to state delivery date and delivery address, as well as incentivar la venta
method of payment.
• Abreviaturas y usos
habituales en la
comunicación escrita con
diferentes soportes
53
Example of an order note:
OBJETIVOS:
- Conocer la terminología
básica de documentación
comercial, como pedidos,
facturas, recibos y hojas de
reclamaciones, así como la
forma de cumplimentarlas de
forma adecuada.
- Redactar correspondencia
comercial relacionada con
reclamaciones, peticiones,
impagos, etc.
- Conocer y redactar
correctamente documentos
de comunicación interna en
la empresa: memos, actas y
circulares.
- Realizar adecuadamente
Order letter:
informes y presentaciones
comerciales en inglés.
Madison Inc. August 18th 2012
- Conocer el comercio 23 Main Street
DC3 3994 London
electrónico y las estructuras
más utilizadas para incentivar
Dear Sirs.
la venta a través de él. Thank you for your catalogue and price list of August 10th.
We would like to order the following items
- Manejar las abreviaturas
Reference Item Quantity Price
más habituales en lenguaje
48844 Pens 100 £0,20
comercial y su utilización en
82742 Boards 4 £25
todo tipo de soporte. 40742 Folders 30 £0,40
Please, send these articles by air freight,

Anna Clarks
Purchase Manager.
Useful vocabulary for orders:
Opening sentences:
- Thank you for your quotation of….we enclose the order for.
- Please, supply the following articles before/by/as soon as possible
Closing sentences:
- Please confirm delivery by the end of the week. Por favor confirme
la entrega para finales de semana.
- We hope to have these items delivered by…Esperamos la entrega

para…
54 Tema 3 / Comunicación Comercial escrita en Inglés

- We look forward to receiving the goods..Quedamos a la espera de
recibir la mercancía.
1.2 Invoice (also bill)

It is a list of goods sent or services provided, with a statement of the
sum due.
Invoices
Image. http://www.duplicatedesign.co.uk/Delivery-Note-Templates.php
An invoice must contain:
- Number of invoice
- Date of issue.
- Order number.
- Details of the company who emits the invoice
- Details of the company/person who must settle the invoice.
- A detailed list of products or services delivered
- The total amount to pay, including VAT, taxes or additional expenses

(insurance, shipping and handling…)
1.3 Receipts
A receipt is a written or printed acknowledgement of the action of
receiving something or the fact it is being received
It should contain customer details: name, address, city, date…
Description of the items, price and amount
Taxes (if applied)
Total Dues sum

1.4 Complaint form
A complaint form is a document in which a customer expresses the
reasons for dissatisfaction.
It should contain the customer details and the descritption of the

complaint.
2. CUMPLIMENTACIÓN DE DOCUMENTACIÓN
BÁSICA EN INGLÉS: HOJAS DE PEDIDO,
FACTURAS, OFERTAS Y RECLAMACIONES
2.1 Cumplimentation of order notes
A. Example of an order note
B. Fill the order note with the following details

Customer details:Billing Address John Anders, 23 Market St. NW9 384
London. GB. Shipping address: 32 Ballraby Rd. NW3 844 London, GB.
Phone number 02-384729.
Order date: 12th April. Ship Via UPP couriers.

Quantity Description Reference Unit Price
40 Office chairs O-343 £23
40 Office desks D-394 £39

2.2 Invoices
A. Example of an invoice
B. Fill the invoice above with the details from the order note above
including 21% VAT
2.3 Offer letters

Write an offer letter with the following details:
You are a supplier of office material, now you are offering new products
and would like your customers know them. Write a letter to your
customers and potential customers, presenting yourself and your
products, enclose catalogue, brochures, samples….and offer a visit of a
sales representative if required. Close the letter in a suitable way.
2.4 Complaint forms
A. Example of a complaint form
B. Fill the complaint form above with the following details.

Name of the client: Susan Perkins, customer number P-98. September
26th, 2012
Complaint situation: An order has been delayed for two months,

customer has contacted the company several times but no answer has
been received. She requires an urgent delivery or a refund.

3. REDACCIÓN DE CORRESPONDENCIA
COMERCIAL. OFERTAS Y PRESENTACIÓN
DE PRODUCTOS POR CORRESPONDENCIA.
CARTAS DE RECLAMACIÓN O RELACIONADAS
CON DEVOLUCIONES, RESPUESTA A LAS
RECLAMACIONES, SOLICITUD DE PRÓRROGA
Y SUS RESPUESTAS. CARTAS RELACIONADAS
CON LOS IMPAGOS EN SUS DISTINTAS FASES
3.1 Structure of commercial letters

Sender´s data
Adressee´s data
Date
Salutation
Body of the letter
Closing
Signature
- Senders data: Information about our organization
- Addresee´s data: Information about the company we are sending

the letter to: Recipient´s name, company, address and postal code.
- Date. The date in English is stated in the following way: Month-Day-

Year (four digits) eg. September 18th 2012.
- Salutation (greeting) Dear Sir or Madam (if you don´t know the
name) or Dear+surname (formal) or Dear+first name (informal)
- Body paragraphs: In these you explain the reason of your letter and
expose your request of information, complain, order, etc.
- Closing. If the letter begins with “Dear Sir or Madam” (Formal) it
should end “Yours faithfully”, if it starts “Dear+surname” it should
end “Yours sincerely”. With “Dear+first name” we could end with
“Regards” or “Best Regards”
- Signature. It should include your first name and surname. It may also
include a second line for a title (eg. Marketing Manager)
A. Salutations
Dear Sir or Madam (cuando no se conoce el nombre del destinatario)
Dear Mr (for Men) Mrs, (Married woman) Miss (Single Woman) or

Mrs. (if you don´t know the marital status of the woman) + surname. (
Cuando se conoce el nombre del destinatario,)
Eg. Dear Mr. Donaldson.
Dear Tom (informal)
B. Body of the letter

I am writing you in reference to (formal)
I write you because (informal)
I´m sorry but….
I´m happy to say that (informal)
We regret to inform you that…(formal)
C. Closings
Yours faithfully (si no se conoce el apellido del receptor)
Yours sincerely(si se conoce el apellido)
Regards (informal)
Best regards (informal)
Kindly (informal)
Looking forward hearing for you- A la espera de sus noticias (se usa
tanto en contextos formales como informales)

D. Envelopes
Stamp
Name of the addressee
Number and street
City and Country
Postal Code
We use different lines for the name of the company, the number and
the street, the city and country and the postal code (Zip code in Am.
Eng)
The number comes before the name of the street.
British postal codes are formed by two letters and numbers with a
separation between them
e-g. EC1A 1AH
It is not correct to understand any information
Vocabulary included in the envelope.
Air mail.
Express
Confidential
Fragile-with-care.
3.2 Offers
In offers we present something for someone to accept or reject. Offers
usually come after an interest from the customer.
A. Structure of offer letters

- Confirmation of the reception of an inquiry letter, giving thanks for
the interest.
e.g Thank you for your enquiry of 20th March in which you asked about
Thank you for your letter of 4th April requesting information about….
- Give the information required:
catalogues, price lists, brochures, samples, etc.
I am pleased to enclose a copy of our latest catalogue
Please find enclosed some samples of our products.
- Information about trade terms.
Payment methods
Discounts
Delivery date and shipping terms
Additonal information
e.g The net price is 3400 euros, to which must be added 21% Vat
Our prices include packing and freight. Nuestros precios incluyen

embalaje y transporte.
Please, allow two weeks for delivery
We can offer you a 10% discount if you order before 30th September.
We offer a 5% discount for payment within one month.
Closing.
- Encourage the customer to make an early order
- Invite to ask for additional information
- Closing sentence. (yours sincerely)
Don´t hesitate to contact us if you need further information
We are looking forward to receiving your order
B. Example of an offer letter
Dear Mr. Adams
Thank you for your enquiry of 19th November requesting

information about coffee machines model C-3884.
We enclose with this letter a catalogue and our price list as you asked
for. As you can observe this coffee machine is the best in the market,
specially designed for being used in bars and restaurants.
We are glad to inform you that we offer a 10% discount for orders
asked during this month, eith delivery within two weeks from receipt
of order.
Please, feel free to contact us if you require any other additional

information.
Your sincerely

3.3 Complaint letters
These letters usually refer to problems related to transport, billing, or
oher causes. The structure is as follows:
- Reason for the letter, with reference to the previous order.
- Explanation of the problem without omitting any important detail.
- Possible solution proposal.
The tone of the letter should be positive, we have to persuade the

supplier to solve the incidence as soon as possible in an effective way.
The main causes for complaint letters are: mistakes in the consignment,
damaged products and delays.
Useful vocabulary:
- I am writing to you to complain about….
- We have received the consignment dated….and found that some of

the items were damaged.
- With reference to the order number 9384-B we are sorry to inform

you that we are disappointed with the quality of the products.
- We are sorry to tell you that the goods arrived in bad conditions
- We regret that we have to return the whole consignment
- We suggest you to contact with us with regard to compensation.
- We would like to ask for a complete refund.
Reply to a complaint letter.
Dear Mr. Smith
We are writing you with reference to our order number 934, we

received the consignment yesterday but when we opened the boxes
we found out that ten of the ítems were damaged.
We would be grateful if you could send the tiems as as soon as

possible and collect the damaged goods.
Thank you in advance

Sincerely
Marcos Pérez
Sales Manager
Structure of the reply:
- Introduction thanking the information received.
- Explanation of the cause of the problem
- Offer a solution
3.4 Asking for deferrals and extensions
A. Delay in a delivery
First paragraph including references to order and information to the
customer, explaining that a problem has occurred and there is going to
be a delay in the delivery of the order.
- Assume responsibilities and explain the concrete reasons for the

delay (problems with the supplier, transport. Etc)
- Offer and guarantee another delivery date
- Apologize for the inconveniences.
- Transmit reliability to our customer.
Example letter
Dear Sirs
Concerning your order nº 123455 of 30th September we regret to

inform you that although we had expected to be able to complete
the order within the delivery date we gave you, we have had a
problem with our supplier. As a consequence we will not be able
to deliver the products in the date we promised but we expect to
deliver them by the end of the month.
We regret this unfortunate situation and apologize for the

inconvenience.
Thank you for your consideration.
Yours faithfully
J. Thomas
B. Delay in a payment
Explain the reasons why you are not able to pay in the due date and
ask for a deferment.
I´m writing you in reference to the invoice number 2994 that we

should settle on 31st March. I regret to inform you that we have
suffered some circumstances beyond our control so I request an
extension on my payment and would like to ask for a deferment of
one month
Thank you very much for your attention.

3.5 Letters requesting payment
Three steps for requesting payment.
1. A phone call or first letter to remind the customer that he/she must
pay the payment.
2. Second letter for request.
3. If the debt has not been (saldar) a third letter requesting payment.
A. First requirement
It should be written in a polite way, without doubting about the
intention of the customer..
Steps.
- Mention the debt
- Require the payment in a specific date
- Eg.
We are writing concerning invoice number…that has not been

settled.
We inform you that the settlement of invoice number… was due by

30th September
We regret to inform you that we have not yet received the payment
for our invoice no 3884S for the amount of 3.500€ and to remind
you that settlement was due by 15th August.
B. Second requirement
- Mention the first requirement.
- Insist on the obligation of payment.
Eg. This is the second letter we sent you concerning invoice number…
which has not been yet settled.
We wrote you on 29th October with regard to invoice number B898

and we have not received an answer from you. Pleas remit the payment
by the end of this month.
We must insist that you settle this account within the next two days.
C. Third requirement
- Mention again the situation of the debt and the previous
reclamations
- State that the payment can´t be postponed any longer.
- Communicate the customer that you should be compelled to take
other actions even legal if necessary.
Eg.
- As we have no received any reply to our letters of 10th August and

9th September…
- We feel that you have been given sufficient time to make the
payment
- We must insist on receiving payment by 31st October; falling this

we will be compelled to take legal actions.
Dear Mr. Daniels
We have sent you two reminders for you invoice number 382 for
4829€ that should have been settled on 30th April, but we have not
received any answer from you.
We regret to inform you that unless you settle the account by 10th
September we will be forced to place the matter in the hands of our
solicitor.
We are sorry to take this decision so we hope you arrange payment

within the mentioned date.
Yours sincerely
4. ESTRUCTURA Y FÓRMULAS HABITUALES

EN LA ELABORACIÓN DE DOCUMENTOS DE
COMUNICACIÓN INTERNA EN LA EMPRESA EN
INGLÉS
4.1 Inter office memos

The memorándum or memo is a written form of communication
distributed to people within an organisation, this can be inter
departmental, inter office or inter company. In multinational
organisations memos written from one subsidiary to another and sent
by fax or email are also very common.
The structure is the following.
- Identification of the parties (To and from)
- Subject (what it is about)
- Date

- Body (salutations and closings are optional)
TO: Mr. Stevens
FROM: Mr. Smith (from Smith

LTD)
SUBJECT: Quotations
DATE: 02/08/12
RECEIVED BY: Sarah
Sales manager from Smith LTD

wants you to send him the quotation by
the end of the
month_________________________________
________________________________________
________________________________________
________________________________________
________________________________________
________________________________________
________________________________________
________________________________________
Vocabulary and linguistic structures.
- Reference to a previous communication.
As I mentioned on the phone…
In response to your memo dated….
I received your memo about…
- Requesting something.
I would be grateful if
I would appreciate if you could send me…
Could it be possible that…..?
Could you send me the information by email?
- Asking someone to do something.
Contact me as soon as possible
Please, inform your customer that….
Call Mark as soon as you get to the office
- Sending enclosure
Please, find attached a copy of…
Attached you will find…
4.2 Minutes (actas)

Minutes are summarized records of the points discussed at a meeting.
What sections should be included?
This can vary, but generally the document would include:
- The title of the document (meeting minutes)
- The companies logo
- The date and time of the meeting
- The title of the meeting
- The location
- Who was in attendance, and who was NOT in attendance but was
expected.

- Following this, the actual minutes should be included in dot point
form or in a numbered list These points should outline what was
discussed, and what conclusions were reached.
Minute example:
Date:
Location:
Invitees Attend:
1. First agenda ítem
Notes:
Additional discussion points:
-one
-two
Decisions
-one
-two-
2. Second agenda ítem

Notes
Additional discussion points:
-one
-two
Decisions
-one
-two-
…..
Minutes prepared by (name/Date)

Minutes approved: (approval signature
needed)
4.3 Circulars
Circulars or fliers are a highly effective way to communicate with
employees or customers.Many companies use circulars to enforce
policies or invite employees to meetings or luncheons.
Characteristics of circulars.
- Brief. People will not read a long circular.
- Make the letter as personal as possible. Dear employees, dear
collegues..
Example.
Circular to all the employees
This is to announce that the general Manager is visiting us next Fiday

23rd at 9.00. There will be a speech for all the employees and then a
coffee break
We require for your attendance.
5. ELABORACIÓN DE INFORMES Y
PRESENTACIONES COMERCIALES EN INGLÉS
5.1 Oral presentations

A presentation is a formal talk to one or more people that “presents”
ideas or information in a clear, structured way. Presentations have a
common objective; people give presentations in order to inform, train,
persuade or sell.
A. Parts of an oral presentation

Beginning- Short introduction
- Welcome
- Good morning, ladies and gentlemen
- Good afternoon, ladies and gentlemen
- Good afternoon everybody.
- Explanation of the structure of the presentation.
- To start I will describe…..then I´ll….after that I´ll….
- Introducing the subject.
- I´d like to start saying..
- Lets begin by…
- First of all, I´ll
- The purpose of my presentation is to..
Body of presentation.
- Introduce subject in an ordered way, do not mix topics.

- Now that I have told you about….let´s continue with…
- That´s all I have to say about….
End- Short Conclusion.
- Summing up
- To conclude…
- In conclusion…
- To sum up…
- I´ll remind you some of the main point I have mentioned.
- Recommendations
- I suggest/propose recommend you….
- Thanking your audience.
- Thank you very much for your attention.
- Many thanks for your attention.
Questions and answers.
- Do you have any questions?
- Are there any questions?
B. Tools for Oral Presentations

- Overhead projector (OHP)
- Whiteboard (to use also with OHP)
- Markers (for the whiteboard)
- Flipchart. Consists on several leaves of paper, used for small

presentations.
- Slided projector (nowadays out of use)
- Screen
- Notebook computer (or laptop)
- Handouts
5.2 Written presentations

The media used for written presentations nowadays are the computer
programs as “Microsoft Power Point” or “Open office.org” . They allow
to communicate information in a visual and attractive way, which can
include images, texts, graphics..
A. Rules for written presentations

It is essential to follow some simple rules in order to make a good
presentation.
- Structure your presentation: as in oral presentations written ones

should consist in an introduction, body and closing.
- Simplicity, don´t use words hard to understand or your reader will

stop reading.
- Slides should be attractive, use different colours, images and do not

write very much in each one
- Be careful with the spelling. Always use the spellchecker on your

computer. Even when you have run your spell check you must
proofread your copy.
- Punctuation is very important. Very long sentences make the reader

get lost, put a few commas is necessary.
- Don´t make your paragraphs too long, three or four sentences will
be all right.
5.3 Dosier elaboration

Los dossieres informativos son documentos que los comerciales
presentan a los clientes o futuros clientes para presentarles sus
productos, por lo tanto deben de ser atractivos y fieles a la realidad.
Parts of a Promotional dossier:
- Introduction: Some information about the company, when it was

created, the resources, information about products and services.
Examples.
Abc. Ltd is a company created in 1999 by a group of fashion

professionals. Our products are characterized by their quality …….
Our headquarter is located in Barcelona, but we also have offices in

Madrid and Bilbao.
- We can also include references to some of our clients and

professionals that work with us.
Examples.
We have worked for many important firms in the world of fashion

as………
- Also we need a slogan that identifies with your company.

- And don´t forget to include the contact details: Address, phone
number, email, etc…
5.4 Promotional material (brochures and leaflets)
A. Brochures
Are advertising pieces mainly used to introduce a company or
organization, and inform about products and/or services to a target
audience. Brochures are distributed by mail, handed personally or
placed in brochure racks.
B. Leaflet
is a form of paper advertisement intended for wide distribution and
typically posted or distributed in a public place.
Both allow to introduce great amounts of information, with

photographs, diagrams, etc.
It is very important that the information will be well organized to help

the reader to understand them perfectly and also to draw his/her
attention.
Brochures and leaflets should always contain:
- The name of the company
- The products they offer
- The sales terms or conditions
- Contact details
- Slogan (not obligatory but effective)
6. ESTRUCTURAS SINTÁCTICAS UTILIZADAS

HABITUALMENTE EN EL COMERCIO
ELECTRÓNICO PARA INCENTIVAR LA VENTA
E commerce, it is to sell and buy services or products through
electronic media as the Internet and other computer networks
It has many advantages as Advantages as: you can find more

economical products and it is more comfortable to purchase at home
but it also have some other disadvantages as the distance between
buyer and seller, mainly when there is a claim, problems with the
payment and that the customer can´t see the product.
For all of this it is very important that a website will be clear, offering all
the information in a simple and understandable way.
6.1 E-commerce types

First, we are going to make a review of the principal e commerce types.
- B2B- Business to businessEs el comercio orientado entre compañías

que operan en internet.
- B2C- Business to Consumer-Compra más cómoda y rápida, ofertas

y precios siempre actualizados, centros de atención al cliente
integrado en la web.
- B2A- Business to Administration. Es un servicio que la

Administración ofrece a las compañías y ciudadadnos para realizar
gestiones a través de internet. Ahorro de tiempo y esfuerzo al
operar 24 horas
- B2E- Business to employee. Relaciona las empresas con sus

empleados a través de la intranet. Menos costes y burocracia,
formación on-line, comercio electrónico interno, fidelización del
empleado
- C2C- Costumer to customer. Portales de venta que relacionan a

particulares (por ejemplo, Ebay)
- C2G- Citizen to Government- Relaciona los consumidores con el

gobierno facilitando el intercambio telemático de transacciones
entre los ciudadanos y las administraciones publicas
- B2G- Business to Government. Relaciona a las empresas con la

Administración. Ofrece mejor optimización de los procesos de
negociación entre empresas y gobierno. La administración puede
contactar con proveedores y agrupar ofertas y servicios.
6.2 Syntactic structures for ecommerce

As one of the characteristics is that the customer can´t see the product
it is very important the description and the photographs
It is also very common the use of persuasive language, using

metaphors and similes to create an emotional impact into our potential
customer
The structure of the websites should be clear, the customer has to find
everything he/she wants to know: information about our products,
how to buy them, delivery fees, additional taxes, refund policies,
guarantee, etc.
- Information about products and services. The information should

be clear and trusty.

- In Internet language it is common to use metaphors and similes to
persuade the customer to buy a product.
Example of metaphors
This device is a rock- Este aparato es una roca
It is as resistant as a rock.
It goes smoothly as silk- Va como la seda
It is as quiet as a mouse. Es tan silencioso como un ratón.
- Another section can be Today´s deals, in which the customer can

find special offers for the day
- Terms and conditions. In this section the customer will find

information about postage and packing, delivery costs, times and
services. They should include:
- Clear information about payment terms and security: Credit Cards,

Paypal, Account transfers..etc.. and security policies.
- Clear information about additional cost, as taxes, VAT, packaging

and delivery.
- In websites we can also find information as new products, in this

case Frequently Asked Questions (FAQ) this is a section in which
the customer will find examples of all of these doubts and questions
he/she could have about the process of ordering, the delivery
process or the returns and refunds policy
Example:
How can I get free delivery? ¿Cómo puedo conseguir que me lo envíen
de forma gratuita?
My order hasn´t arrived, where is it? Mi pedido no ha llegado, ¿donde

está?
Can you guarantee a delivery by certain date? ¿Me pueden garantizar la

entrega en una fecha concreta?
How do I return an item? ¿Cómo devuelvo un artículo?
I´ve returned my item. When will I get a refund? He devuelto mi

artículo. ¿Cuando me harán la devolución?
- In websites we can also find a section called “my account” in which

the information about us and our purchases is saved. For this you
have to sign in
- It is important to have a contact area, in which customers can be in

touch with the company, by telephone, by email, by forums, social
networks. etc
- Websites also offer newsletters in which weekly or monthly offers

are presented to the customers, in that way the company can send
information on the best deals and biggest discounts to customers.
7. ABREVIATURAS Y USOS HABITUALES EN LA
COMUNICACIÓN ESCRITA CON DIFERENTES
SOPORTES: INTERNET, FAX, CORREO
ELECTRÓNICO, CARTA U OTROS ANÁLOGOS
7.1 Abbreviators in commercial documents

Let´s see a list of the most common abbreviators in Commercial
English.
a/c account: cuenta.
AFB air freight bill: carta de transporte aéreo.
AMT air mail transfer: giro por correo aéreo
B/D bank draft: cheque/letra girado contra un banco.
B/E bill of exchange: letra de cambio.
B/L bill of lading: conocimiento de embarque.
c.c. carbon copy: copia.
c.p. carriage paid: a portes pagados.
c/a current account: cuenta corriente.
C/N credit note: aviso de abono.
CAD cash against documents: pago contra documentos.
CFR cost and freight: coste y flete.
CI certificate of insurance: certificado del seguro.
CIF cost, insurance and freight: coste, seguro y flete.
CIP carriage and insurance paid to: transporte y seguro pagado hasta.
Co company: empresa.
C.O.D cash on delivery: venta contra reembolso.
CPT carriage paid to: transporte pagado hasta.
CWO cash with order: pago al efectuar el pedido.
d/o delivery order: orden de expedición.
D/A documents against acceptance: aceptación de una letra contra

entrega de documentos.
D/P delivery paid: entrega gratuita.

D/P documents against payment: pago contra entrega de documentos.
DAF delivered at frontier: entregada en frontera.
DDP delivered duty paid: entregada derechos pagados.
DDU delivered duty unpaid: entregada derechos no pagados.
DEQ delivered ex quay: entregada en muelle.
DES delivered ex slip: entregada sobre buque.
D/N debit note: nota de adeudo.
Enclosure/Enc.: adjunto.
E&OE errors and omissions excepted: salvo error u omisión, s.e.u.o.
EXW ex-works: en/de fábrica.
FAS free alonside ship: libre al costado del buque.
FCA free carrier: libre transportista.
FOB free on board: libre a bordo.
FOR free on rail: libre sobre vagón.
Inc (U.S.) incorporated: sociedad anónima.
L/C letter of credit: carta de crédito.
ltd limited company: sociedad anónima de responsabilidad limitada.
Messrs: Señores.
No number: número.
p&p postage and packing: gastos de franqueo y embalaje.
p.p per procurationem: por poderes.
plc public limited company: sociedad anónima cuyas acciones cotizan

en Bolsa.
PN promissory note: pagaré.
POD payment on delivery: pago contra entrega.
Reference/Ref.: referencia.
SME small and medium enterprise: PYME pequeña y mediana

empresa.
VAT value added tax: IVA.
7.2 Soportes (Media)
A. Letters
It is the traditional most used media for administrative and commercial
documents, its principal inconvenient is the time, so nowadays is being
replaced by emails
B. Emails
They are messages sent electronically from one computer user to one
or more recipients via a network.
Common abbreviators in emails:
C.C. Carbon copy
RE. Indicates a reply to that message or that the mail contents regard
the subject line
FW.: Forwarded message. The recipient is informed that the email was
originally sent to someone else.
AFAIK: As far as I know
ASAP: As soon as possible
FYI: For your information. The recipient is informed that he does not
have to reply to the email
TBC: To be confirmed
THKS. Thank you

A. Fax
It is an exact copy of a document made by electronic scanning and
transmitted as data by telecommunications links.
- Identificar y cumplimentar distintos tipos de documentación
comercial en inglés: pedidos, facturas, recibos, hojas de
reclamaciones.
- Redactar correspondencia comercial en inglés referente a

reclamaciones, impagos, solicitudes, etc.
- Realizar presentaciones comerciales en inglés.
- Conocer la terminología habitual en comercio electrónico, así como

las abreviaturas más comunes en lenguaje comercial y su utilización
en distintos tipos de soporte.

- After sales services (Servicio post venta). Group of services offered
to the customers after the selling process.
- Apologize (disculparse). To express or make an apology, that is an

GLOSARIO
acknowledge of fallings or faults.
- Billing Address (Dirección de facturación). Address to which the

invoice should be sent
- Brochure (folleto). A booklet containing summarized or introductory

information or advertising
- Catalogue (catálogo). A book containing details of items for sale.
- Consignment (expedición). A shipment of goods consigned.
- Complaint (reclamación). The act of complaining, that is, an

expression of grievance.
- Complaint form (hoja de reclamaciones). A printed document with

spaces to insert the complaint about a service or product.
- Delivery (envío). The act of distributing goods, mail, etc..
- Freight (flete). Commercial transport that is slower and cheaper than

express. Also used to express the price charged for such transport.
- Goods (mercancía). Articles of commerce, merchandise.
- Greetings (saludo). The act of welcoming or saluting on meeting.
- Introductions (presentación). A presentation of one person to

another or others.
- Invoice (factura). A document issued by a seller to a buyer listing the

goods.
- Item (artículo). A thing or unit.
- Leaflet (folleto). A printed and usually folded sheet of paper for

distribution, usually free and containing advertising material.
- Methods of payment (forma de pago). Ways of proceeding with the

payment.
- Order (pedido). A commission or instruction to produce or supply

something in return for payment.
- Package (paquete). Any wrapped or boxed object or group of

objects
- Quotation (presupuesto). An estimate of cost submitted by a seller

to a client.
- Receipt (recibo). A written acknowledgment by a receiver of money,

goods that payment or delivery has been made.
- Refund (devolución). To give back money when an article purchased

is unsatisfactory.
Glosario 83
- Replacement (reemplazo). The act of replacing, that is, to substitute
a thing.
- Sample (muestra). A part of anything intended as representative.
- Shipping (transporte). Transporting freight, especially by ship.
84 Glosario

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MANUAL

Desde 1999, desarrolla su actividad profesional principalmente en

Asimismo también posee una amplia experiencia formando a

LO QUE HEMOS APRENDIDO ................................................................................................32

TEMA 2. APLICACIÓN DE TÉCNICAS DE VENTA EN INGLÉS ......................33

LO QUE HEMOS APRENDIDO ................................................................................................52

TEMA 3. COMUNICACIÓN COMERCIAL ESCRITA EN INGLÉS...................53

LO QUE HEMOS APRENDIDO ................................................................................................82

Interpretar la información oral en inglés para atender

Interpretar información escrita, breve y estructurada,

Expresarse oralmente con naturalidad favoreciendo las

Redactar mensajes escritos sencillos y documentos

Comunicarse oralmente, con fluidez y espontaneidad, en

- What other factors are important when speaking?

- Conocer las situaciones - The use of overused and vague words.

1. Speak clearly so the other person can understand you

2. Speak in a polite and friendly voice

3. Let the other person finish, don´t interrupt him/her

4. Take notes during the call

5. Always confirm each point of information

A. Some useful sentences when talking on the phone

- Good morning/afternoon/evening, Madison Inc. Mary speaking.

- Who’s calling, please?

- This is Claire Simpson speaking.

- Hello, this is Anna Johnson from Leicester Inc.

Asking for someone

- Could I speak to Mary James, please?

- I’d like to speak to Mary James, please.

- Could you put me through to Mary Jones, please?

- Could I speak to someone who …

12 Tema 1 / Atención al Cliente/Consumidor en Inglés

- I’m afraid Mrs. James isn’t in at the moment.

- I’m sorry; she’s in a meeting at the moment.

- I’m afraid she’s on another line at the moment.

- I´m sorry, but she is on holidays this week.

Putting someone on hold

- Just a moment, please.

- Could you hold the line, please?

- Hold the line, please.

- Hold on, please

- I’m sorry, I don’t understand. Could you repeat that, please?

- I’m afraid you’ve got the wrong number.

- Could you spell that, please?

Putting someone through

- One moment, please. I’ll see if Mrs. Smith is available.

- I’ll put you through.

- I’ll connect you.

- Can I take a message?

- Would you like to leave a message?

- Can I give him/her a message?

- I’ll ask him/her to call you as soon as possible.

- Good morning Seaview Travels, this is Thomas speaking. How may/

- Who´s speaking please? ¿Quién llama, por favor?

- Could you spell that, please? ¿Podría deletrearlo, por favor?

- Could you say that again? ¿Podría deletrearlo de nuevo?

- I´ll call you later. Le llamo más tarde.

B. How to receive a telephone call

- Greet the caller.

- Identify the company and yourself

- Listen carefully to the customer and identify what he/she wants

- Thank the customer

- R. Good morning, ABC associated, Laura speaking, how can I help

- Good morning, this is John Tomas; I have a problem with a bill.