Selling in English is not selling in French translated. The structures of persuasion, the politeness conventions and the email codes are different. A proposal that works in Paris may sound aggressive in London, or weak in New York.
1. Selling structures : FAB and AIDA
FAB
Features → Advantages → Benefits. « It has Wi-Fi (F), so you can work on the go (A), which means more family time once home (B). »
AIDA
Attention → Interest → Desire → Action. The classic copywriting funnel.
Open-ended question
Question starting with what, why, how, tell me — invites a long answer. The opposite of yes/no questions.
- « What kind of atmosphere are you looking for? » (open)
- « Would you rather have a city break or a countryside escape? » (alternative)
- « This package includes... and on top of that... » (cumulative)
- « Most of our British guests choose the half-board option. » (social proof)
2. Negotiating with politeness
| Situation | Polite formula |
|---|---|
| Refusing a discount | « I'm afraid we can't go below 1 200 €, but I can include a free transfer. » |
| Counter-offer | « What if we kept the same price and added a guided tour? » |
| Conceding | « As a goodwill gesture, I can offer you a 5 % discount. » |
| Closing | « Shall I confirm the booking for you now? » |
Astuce — Soften, don't weaken
Use « I'm afraid », « Unfortunately », « Would you mind » to soften refusals — but always follow with a concrete alternative. Never apologise without a solution.
3. Writing professional emails
- 01Subject line clear and short : « Quote — 5-day Loire Valley tour, June 2026 ».
- 02Greeting : « Dear Mr Smith, » (formal) or « Hi John, » (informal, only if invited).
- 03Opening : « Thank you for your enquiry of [date]. » or « Further to our phone call... »
- 04Body : 1 idea per paragraph, bullet points for lists.
- 05Closing : « Please don't hesitate to contact me should you need further information. »
- 06Sign-off : « Kind regards » (UK), « Best regards » (international), « Sincerely » (US formal).
4. The tour proposal
A winning proposal in English follows a tight structure. The decision-maker often skims it in 2 minutes — your job is to make those 2 minutes count.
- Cover page : title, dates, client name, your logo.
- Executive summary : 5 lines that sell the experience.
- Day-by-day itinerary : timings, sites, lunches, transfers.
- Inclusions / exclusions : crystal-clear bulleted lists.
- Pricing : per person + group total, with payment terms.
- Booking conditions and cancellation policy.
- Call to action : « Please confirm by [date] to secure these dates. »
5. UK vs US English
| UK | US | Meaning |
|---|---|---|
| Holiday | Vacation | Vacances |
| Lift | Elevator | Ascenseur |
| Lorry | Truck | Camion |
| Petrol | Gas | Essence |
| Ground floor | First floor | Rez-de-chaussée |
| Underground / Tube | Subway | Métro |
Mixing UK and US English in the same document signals lack of care. Pick the variant of your client's market and stay consistent.
Key takeaways
- FAB and open-ended questions = your two daily selling tools.
- Negotiate with softeners, but always offer an alternative.
- Email structure is sacred : subject, greeting, body, sign-off.
- UK vs US — choose, don't mix.