We will move step by step: first the core vocabulary, then a realistic scenario, then the language patterns that hold it all together, and finally a short practice activity. Take your time, read the dialogue aloud, and try to reproduce the patterns in your own words.

Key vocabulary

Before the scenario, study these eight essential terms. Read each definition aloud, then write one sentence per term using a real situation from your own work in Marketing & Sales.

**funnel** — the journey from awareness to purchase.

**churn** — the rate at which customers stop using a service.

**upsell** — to sell a higher-value version of a product.

**lead** — a potential customer.

**pipeline** — the set of opportunities being worked.

**touchpoint** — any interaction between brand and customer.

**USP** — unique selling proposition.

**retention** — keeping existing customers active.

Scenario in context

It is Monday morning. You are sitting in a meeting room with two international colleagues. The agenda mentions brand positioning, and your manager has asked you to lead the discussion. You take a breath and begin.