Деловой английский Pod / ESL-подкаст / Страница 29

БЭП 64 – Английский для продаж: Методы опроса (1)

Деловой английский, Коммуникация, ESL-подкаст, Английский для продаж /

Questions are an important part of almost every conversation. So being able to ask good questions is critical to communication. How can we make our questioning more effective and efficient? In this two-part Business English Podcast series we’ll be looking at some answers.

The communication skills we’ll be learning can be used in any situation, but we’ll be focusing in on an area where questioning techniques are particularly important: needs analysis. This refers to analyzing the needs of a customer as part of the sales process. We’ll study a series of questioning techniques that can be used to “drill down to” – то есть, get to or uncover – the information you want.

In today’s Business English listening Brad is a sales manager for Forrest and Brown, a producer of innovative industrial coatings and glues. Coating refers to a chemical that is applied to the outside of something to protect it. Например, paint is a type of coating. Forrest and Brown produces “conformal coatings”; this type of coating is used to protect printed circuit boards, or PCBs. PCBs are small flat boards covered with wiring and electronic parts. Almost all electronic devices – TVs, CD players, phones – have them.

Today Brad is visiting Andy, who is a production manager for Stratos, an assembler of PCBs that are used in household items. We can say that Andy is Brad’s “prospect” – the person he wants to sell to.

Let’s listen to how Brad asks Andy questions to analyze Stratos’ потребности.

Вопросы для прослушивания

1) What does Brad think of the Stratos facility?
2) How long has Stratos been located in its current location?
3) What kind of devices does Stratos produce circuit boards for?

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БЭП 63 – Косвенное убеждение в социальном контексте

Деловой английский, ESL-подкаст, Убеждение /

Life is actually a constant exercise in persuasion, wouldn’t you say? What I mean is we don’t just need to persuade people in the meeting room; actually, we are constantly using the tools of persuasion across a wide variety of situations ranging from serious to casual. In addition to formal situations, everyday persuasions include when to meet, whether to extend a deadline, and even such common things as where to have lunch or which movie to see.

So the persuasive process we learned in БЭП 59 , 60 & 62 is useful not just for formal business situations, but across all sorts of contexts that come up many times every day. You don’t always want to use the indirect approach to persuasion, but it’s often very useful.

Here’s an example of the persuasive process at work in an everyday situation: Julie is persuading her husband, Steve, to try a new vacation spot.

Как вы слушаете, see if you can identify the five steps of the Monroe sequence:

1) Getting attention
2) Establishing need
3) Satisfying that need
4) Visualizing the future
5) Asking for action

Because this is an informal situation, the language Julie uses is obviously quite casual and she doesn’t include any numbers or statistical data; но, as always, a convincing description of the problem in the need step is the key to successful persuasion. And it’s important to state the problem from the perspective of the audience, which in this case is Julie’s husband.

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БЭП 62 – Убеждение 3: удовлетворение, Визуализация и действия

Передовой, Деловой английский, ESL-подкаст, Убеждение, Презентации на английском языке, Английский для продаж /

In the first two ESL lessons (БЭП 59 & БЭП 60) in this three-part series on persuasion, we saw how getting your audience’s attention и demonstrating a clear need were essential to the persuasive process. We learned that in the indirect method of persuasion you should demonstrate the problem before you offer a solution. This mirrors the psychological process of decision-making: First we feel a need, and then we look for a way to satisfy that need.

After you have established the need, you then describe the future benefits if your proposal is accepted. This is the visualization step: Talk about how accepting your proposal will have positive future outcomes or maybe how not accepting it will have negative outcomes. в заключение, you need to make a concrete, specific call to action – what the audience can do right now to implement your proposal.

Let’s finish listening to Steve give his proposal to Swift management. See if you can identify the satisfaction, visualization and action steps in his speech.

Вопросы для прослушивания

1. How long will it take Swift to get back the investment in air conditioning?
2. How much extra profit can Swift make per year by adopting Nick’s proposal?
3. What specific action does Steve ask his manager’s to take?

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БЭП 61 – Американские спортивные идиомы на деловой встрече

Деловой английский, Бизнес-идиомы, Культура, Английский для встреч, ESL-подкаст /

This is the first in a series of Business English Practice Pods that review and extend the language that is covered in the regular podcast. Practice pod dialogs will revise key language but in different situations. Также, they give you more opportunities to practice what you’ve learned.

We’ll hear several idioms from Спортивные идиомы 1 (БЭП 57) и 2 (БЭП 58) being used in a new context in today’s dialog:

– to play ball
– to stall for time
– to keep/have one’s eye on the ball
– to step up to the plate

We’ll see how these idioms are useful in a different context, a business meeting. After the dialog, we’ll hear some further example phrases and then have a chance to practice using these idioms. Джен, Ken and Ryan of Ambient are in a marketing meeting discussing Accent’s recent buyout of Telstar.

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БЭП 60 – Убеждение 2: Установление потребности

Передовой, Деловой английский, ESL-подкаст, Убеждение, Презентации на английском языке, Английский для продаж /

Welcome to the second in this three-part Business English Pod series on presenting your ideas presuasively.

Last time we heard a bad example and a good example of persuasion. Then we covered the first step of the Monroe Sequence: We learned that to be persuasive, you first need to get the audience’s attention by establishing the relevance of the topic. We also talked about how it’s extremely important to relate your proposal directly to your audience’s needs.

In today’s show, we will be continuing on that theme by looking in detail at the second step in the Monroe Sequence, the need step. This is where you demonstrate to the audience that there is a serious problem with the current situation. This prepares them psychologically to accept your solution.

Let’s continue listening to the good example of persuasion that we started last time. Помнить, Steve has just gotten his audience’s attention by pointing out the amount of money that Swift loses every year due to turnover. He has also posed a problem: How can we reverse the trend and turn the situation around?

Вопросы для прослушивания

1. What’s the highest temperature in the welding room?
2. What does Steve present first – the problem or the solution?
3. What kind of strategies does Steve use to paint a vivid picture of the need for his solution?

Members: PDF Transcript

Download: Podcast MP3