Do you need to know how to sell in English? Then this English sales training video is for you.

When you want to describe your product or idea, you need to describe its features.
But if you want to sell your product or idea, you’re going to need to explain its benefits – the things that will make your customers want to buy.

We can help you. We’ll show you how to turn features into benefits and give you useful phrases to help you persuade in English – English phrases for selling.

Click here to learn useful English phrases for managing discussions in business meetings.
Click here if you’d like to see more of our business English videos.

How to sell in English

It’s my first day as a salesman. I wish Vicki were here.
Don’t worry, I am here.
Good. I’m a little nervous.
You’re going to be great. I’ve got my magic wand so I can help you.
You’ll be here if I need you?
Yes. I’ll just be invisible. Oh look, here comes a customer.
In this lesson you’re going to learn some useful English phrases for talking about products along with some great phrases for selling.
And you’re also going to learn some phrases for persuading people and selling your ideas.
Where did Vicki go? Oh, good morning. Can I interest you in our product?
I don’t know. What is it?
It’s a lighter.
I see.
It contains flammable gas.
Well, it’s a lighter. Of course it does.
It’s 12 inches long. I can see that.
And it’s red.
I don’t think I like the colour.
Vicki! Vicki, it’s not going well.
That’s because you’re just talking about the features. Tell her about the benefits.
The benefits?
Yes. How is it going to make her life better?
Oh I see.
And don’t forget to let her try it. Have another go.
Good morning. I have a product that will make your life easier.
Really? What’s that?
You can throw away your matches and use this to light all your candles, fires and grills.
Oh it’s a lighter.
This long pipe keeps your hand away from the flame so you never get burned.
I like that. I’m not sure about the colour though.
It’s bright red so it’s easy to find in the kitchen drawer.
Well, that makes sense.
Try it.
It doesn’t work.
No, it does. Pull hard.
It’s very stiff.
It has a safety catch. Would you like to buy it?
No, I don’t think so.
It’s too difficult to operate.
We sold half a million last year.
Thanks all the same.
It’s only ten dollars. Vicki!
It’s OK, don’t panic. You were doing well. You just need to explain how it works and tell her the benefits.
The benefits. Yes, that safety catch is a great feature, and it’s a terrific price.
OK.
Try again.
Do you want to try it?
Yes please.
Now pull very hard. It’s stiff because there’s a safety catch.
Yes, it is very stiff.
That’s a special feature. It means you don’t have to worry about children playing with it.
It’s childproof.
Exactly.
That’s very good. How much is it?
Just $10, so you can afford to buy one for all your friends and family.
Hmmm.
People often give them as gifts because they’re so useful.
I need to get some Christmas presents.
We sold half a million last year.
OK, I’ll take twenty.
Sure.
Would you like to pay by cash or credit card? Thanks Vicki!

So Jay got the sale! Now did you understand everything they said? Let’s check some vocabulary.

It contains flammable gas.
Well, it’s a lighter. Of course it does.

Flammable means easy to burn and set on fire. And what about inflammable? Does it mean the opposite? No!
Inflammable means the same as flammable. Sometimes English is so confusing. OK. Let’s look at the word ‘light’ .

You can throw away your matches and use this to light all your candles, fires and grills.
Oh, it’s a lighter.”

‘Light’ is a verb here. It means make something start to burn. We can light fires, grills, cigarettes and candles.
Notice we don’t set fire to them. We light them. We only set fire to things when we want to destroy them. OK, two more words.

It is very stiff.
That’s a special feature. It means you don’t have to worry about children playing with it.
It’s child proof.
Exactly.

If something is stiff, it’s difficult to move. And if something is childproof, it’s designed so that young children can’t open or use it.
Lids on medicine bottles are stiff so they’re childproof.
Great. Now let’s look at some phrases you can use to sell products.

It’s 12 inches long.

Features are facts that describe a product and say what’s special about it. But if you want to sell the product, you probably need to talk about its benefits.

This long pipe keeps your hand away from the flame so you never get burned.

Benefits are things that make our lives better. Let’s look at some more.

It’s bright red. It’s easy to find in the kitchen drawer.

Benefits are things that make life easier.

It has a safety catch. You don’t have to worry about children playing with it.

Benefits are also things that make life more pleasant and worry-free.

It costs ten dollars. You can afford to buy one for all your family and friends.

So notice these phrases. They’re are useful when you’re selling a product, and they’re also useful for selling your ideas. When you want to persuade someone to do something, talk about its benefits. Tell them the good things that will be possible.
You can also use these phrases to tell them how your ideas will make their life better.

You know this lighter has another feature.
What’s that?
A flame adjuster switch.
What’s the benefit of that?
Well, when you’re lighting birthday candles, you just want a little flame. But when you’re lighting the grill you want a big one.

Click here to watch this video with a clickable transcript
Click here to learn useful English phrases for managing discussions in business meetings.
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