Englische Angebote: kundenorientiert, logisch, emotional

Wie Sie ein Angebot auf Englisch verfassen und auch, wie Sie nachfassen können, das haben wir schon mehrfach behandelt (siehe auch Downloadbereich, english-work.com). In diesem Beitrag geht es weniger um die formale Seite, sondern darum, wie Sie mit ein paar Hintergrundüberlegungen den potentiellen Kunden wirklich erreichen.

Denn eines ist klar: Ein Angebot ist keine Routineangelegenheit, auch wenn der Vorgang in vielen Unternehmen so behandelt wird. Doch das schönste Angebotsformular nutzt überhaupt nichts, wenn es den Kunden nicht anspricht, ihn nicht „emotional erreicht“, selbst wenn er vielleicht den entsprechenden Bedarf hat.

Formulare auf Stammkunden begrenzen

Formulare sind ohnehin nicht die beste Wahl für ein Angebot, auch wenn diese Vorlagen Standard in Ihrem Unternehmen sein sollten. Tatsächlich taugen Angebotsformulare eigentlich nur dort, wo Stammkunden regelmäßig die immer gleichen Produkte oder Dienstleistungen abfragen. In solchen Fällen sind Formulare rationell.

In dem Moment aber, wo es bei Angeboten um Kundenbindung oder gar um die Neukundengewinnung geht, reichen Formulare meistens nicht aus. Diese Aufgaben sind nicht mit 08/15-Lösungen zu bewältigen. Da ist mehr Einsatz gefragt, und zwar in der Vorarbeit ebenso wie bei der schriftlichen Umsetzung. Denn wenn man nicht genau hinschaut, was der Kunde wünscht, verschenkt man möglicherweise eine Chance.

1. Erkennen Sie Kaufmotive der Kunden

The more complex a product or service, the more you should try to understand your customers‘ needs. Because quite often he is not directly interested in your company’s products and offers. The prospective customer focuses fi rst and foremost on whether the product would benefit his company.


Find out about the customer’s prime needs in a face to face talk or on the phone. Do they want to solve a particular problem? Do they want to achieve a particular goal? Can you offer help with this?


2. Setzen Sie Visionen um

Once you know what the customer’s general requirements are and how your products could meet those requirements, you can provide a quote, either verbally or in writing.

Paint his vision:

  • With our new printer you can optimise (BE)/optimize (AE) the workflow in your office.
  • Our new online service will provide your company with all the data you will need to ensure your team is prepared for the trade fair.
  • Your team members will be surprised how quickly they can start using the new logistics tool. And your customers will be very pleased with the fast service.

3. Hindernisse erkennen und ausräumen

You are used to listening carefully and this soft skill can be used to market your offers too. You might be able to find out what stops the customer from ordering. Some possible counter arguments might be:

  • The customer wasn’t happy with your last offer, so he is reluctant to place another order.
  • The price is important for the company. They are looking for good value for money.

You can adapt your selling strategy to his reservations and argue accordingly:

  • Some months ago some companies had problems with products from different suppliers. We didn’t have these drawbacks. Our products are absolutely state of the art and will help you to rationalise your processes.
  • Lately we were able to lower the cost of production, so we can make a special offer for your company.

Hilfreiche Formulierungen zum Überzeugen

  • I’m convinced this service will help you achieve …
  • In my opinion the crucial point is that we were able to reduce the costs …
  • Our performance last month should convince your customers …
  • As you can see, …
  • Your competitor’s outturn proves …

Answer key exercise: Werbesprüche

1. Komm rein und erfahre
2. Fühl den Unterschied
3. Leben auf prächtig
4. Rege deine Sinne an
5. Angetrieben von Gefühlen

4. Sprachliche Mittel zur Emotionalisierung

When you have doubts whether customers will agree to your offer you can do more than convince them with the above sentences. You can try to reach them on an emotional level.

Insider tip from your British editor Maureen Brown

Think of the words “ house” and “ home”. You can feel the difference; you can see it and react differently. This is known as connotation and brings a different meaning to the message you are trying to put across. 

Bilden Sie Assoziationen

One way to emotionalise (BE)/emotionalize (AE) your message is to find positive connotations for the factual nature of your products and services.

Exercise: Positive Assoziationen finden

Here are some words which might relate to your products. Please find at least two positive associations for the following words you can use in your written or spoken offer.

1. gas :::::::_
2. oil :::::::__
3. information ::::::
4. nutrition::::::___          
5. delivery::::::___

You can use your imagination or the thesaurus of your PC software.

Nutzen Sie Adjektive

A second way of adding some enthusiasm to your offer is the use of adjectives.

It is quite easy to fi nd out your prospective customer’s key words, he will use them on his website or in the company flyers.

Exercise: Adjektive finden

Some very common ones are the following. Now it’s your turn again. Please fi nd at least two corresponding positive adjectives:

1. tradition ::::::____
2. confidence ::::::__
3. innovation ::::::___
4. reliability ::::::____

If you add some of these adjectives to your offer the customer will feel some of your enthusiasm for your company’s product, which will put him into a positive buying mood.

Insider tip from your American editor Jennifer Hohensteiner

Don’t overdo the use of adjectives! Too many lose their effect and quickly become boring. Use them prudently and only when you know they reflect your customer’s own key words.

Vocabulary Box
competitor – Mitbewerber
connotation – Assoziation
drawback – Nachteil
reservation – Vorbehalt
supplier – Anbieter
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