國(guó)際商務(wù)英語(yǔ)Chapter-13-Business-Presentation課件

1、國(guó)際商務(wù)英語(yǔ)Chapter 13 Business Presentationv1. What Is A Presentation?v2. The Preparing Work of a Presentationv3. The Structure and Language of Business Presentationv4. Make a PowerPointvA presentation is a means of communicating information, presenting the content of a topic to an audience. It can be pr

2、esented in many different ways or in combined ways. A written report is a presentation, as is a radio newscast. By the aid of some substantial objects, Power Point or a clip of video, a presentation can be conveyed more clearly and vividly.vBy purpose, business presentations are divided into three c

3、ategories: To inform To persuade To build goodwillvInformative presentations can be further divided into two distinct categories-reporting and explaining. The reporting presentation brings the audience up to date on projects or events, telling how things are going. These situations might include sha

4、reholders meetings, executive briefings, or oral sales reports. The explanatory presentation provides information about products and procedures, rules and regulations, operations, and other nitty-gritty data. vInformational presentations include talks, seminars, proposals, workshops, conferences, an

5、d meetings the presenter or presenters share their expertise, and information is exchanged. vThese are the presentations in which you attempt to convince the audience to buy your product or service, to support your goals or concepts, or to change their minds or attitudes. Persuasive presentations, w

6、hich are sometimes called transactional, are often motivational. vAlmost all of us have seen this kind of presentation. Every year, companies have awards banquets to recognize the excellent employees and honor retirees with a dinner. Departments, units, or teams within a business organization are of

7、ten rewarded for their success at meetings at which their work is showcased. Each of these events usually includes some kind of presentation, most often in the form of a speech and sometimes with a slide show, video, or multimedia event. vGoodwill presentations, which often take the form of after-di

8、nner speeches, are often designed to be ceremonial-for example, when inducting a new officer, dedicating a memorial plaque, or presenting an award. vThe purpose of goodwill presentations is pretty obvious. That purpose is to build goodwill, to make people feel good about themselves, and to build res

9、pect for the organization and/or the product, as well as for peers, colleagues, and superiors. vPresentations, however, usually have more than one purpose. A presentation to employees may be announced as an informative session on new regulations, but in fact may also be an all out effort to persuade

10、 workers to buy into the new shares. vAn introductory presentation about new software programs may convey little information to employees who have been slow to become computer literate. The fire departments awards banquet may indeed recognize the hard work of its members, but it may also represent a

11、n attempt to raise funds and recruit new volunteers. And the informative presentation that reports the status of a sports sponsorship public relations program may be an attempt to persuade the powers that be to increase the funding for the project.vSalesvTrainingvImage BuildingvMotivation Presentati

12、ons vInterviewsvProbably the single largest category of presentations is the sales scenario. Though throughout life we are selling ourselves to teachers, prospective mates, neighbors, or colleagues, in the business world, we are most often selling our products, services, or ideas. vSales presentatio

13、ns can start out simply as first encounters-those one-on-one get-to-know-each-other meetings over lunch or a no-frills quick meeting in a prospective clients office. If things go according to plan, your first encounter might progress to a full-blown sales presentation with the top brass, the entire

14、sales team, and a multimedia show. But chances are, youll just schedule a follow-up meeting at which you will present your proposal and position yourself to close the deal. vThough sales techniques are complex, two essentials for success in a sales presentation are to known and understand your audie

15、nce, and build rapport. vIn training sessions, presenters teach participants a variety of skills. Topics might include: vSales techniquesvHow to deal with diversity in the workplacevTime management and stress reductionvTeam building vNegotiation or leadershipvMeetings managementvHow to give presenta

16、tionsvIn many business situations, training is a captive situation in which the audience has no choice but to participate. In order to reach the audience, the presenter must make a connection and build rapport, just as in a sales situation. vIn the realm of self-improvement and creative or fun train

17、ing sessions, participants are often the self-actualized types who are looking for fulfillment and entertainment. These folks, are a pleasure to present to. vImage building is sort of a catchall category because it covers so much ground. These presentations can be, at once, informative, certainly go

18、odwill oriented, and, of course, persuasive. vOften in the realm of public relations and marketing professionals, an image-building presentation represents an effort to position a company, an organization, or an individual as a leader in an industry or field, as an expert on a certain subject, as a

19、good-guy, or as a good neighbor. In the end, however, most image-building work is tied to some kind of sales effort-whether its selling a product, a service, a person, or a concept. And image-building presentations will frequently be used as launching pads for extensive public relations publicity ef

20、forts. vImage-building presentations take many forms, running the gamut from simple, sincere speeches in a classroom to sound-and-light multimedia shows in giant auditoriums. vHeres another far-reaching category. Political candidates may give motivational presentations to their volunteer staffers to

21、 keep their level of commitment high. Spiritual leaders, of course, give motivational talks or sermons. A superintendent of schools may make a presentation to the districts teachers in order to motivate them to think of themselves as teachers first, union members second. A real-estate broker may bri

22、ng in a motivational expert to help his staff get out of a sales slump. And then there are the self-help types, like those whose videos fill TV airtime on Saturday mornings with get-rich-quick schemes. vMotivation is another form of persuasion, but one that somehow takes on a more fervent, highly ch

23、arged tone. Motivational presenters must know what makes the audience tick and zero in on their hot buttons. They also must use high-energy presenting tactics in order to capture the audiences attention for the entire message. vWhen a company spokesperson, political candidate, writer, artist, invent

24、or, or other expert appears on a radio or television talk show or is interviewed for a magazine or newspaper article, that person is making a presentation. vA job interview is yet another presentation form, one where the presenter should make an effort to identify her immediate audience (the intervi

25、ewer), but also take great pains to know as much as possible about the larger audience (the company). vDetermine Your Purpose vAssess Your Audience vPreparing an Outline v Most of the presentations youre asked to give in a business setting aim to achieve one of two purposes: (1) to inform or (2) to

26、persuade. In an informative presentation, the audience learns about a new subject or learns something new about a familiar subject. In a persuasive presentation, the speaker attempts to change the audiences attitudes or behaviors. vSizevDemographics vKnowledge LevelvMotivationvThe benefits of workin

27、g from an outline rather than from a script are many: it allows for a more conversational flow to your presentation. It allows flexibility to integrate information you learn about your audience (just add a quick note to your outline). If you lose your place during your presentation, you can easily s

28、ee any points you missed and can skip around to ensure youve covered everything you planned to present. v A good outline includes the main points of your presentation, plus reference to your evidence. Here, we say reference to your evidence in stead of evidence, because an outline should be composed

29、 mainly of keywords but not the whole sentences, not to mention whole passages. For example, rather than writing out the complete narrative about your dog in your outline, you reference the narrative with the words dog story. In This way, the broad organizational structure and key evidence is noted

30、and ordered, so youre not tied to a scripted speech. vThere are a couple exceptions to this rule. If you plan to include statistics or a long quote, it had better to present them directly in your outline, as well as any relevant source information. If you are afraid you might forget your transitions

31、, you may write those out, as well. But everything else in the outline should be in key word format. vBusiness presentation is a bit different from other public speeches, in terms of its relatively fixed structure. Usually it is divided into four parts: Introduction body conclusion questionsvThe int

32、roduction is a very important - perhaps the most important part of your presentation. This is the first impression that your audience has of you. You should concentrate on getting your introduction right. You should use the introduction to: welcome your audience introduce your subject outline the st

33、ructure of your presentation give instructions about questions Function Possible language Welcoming your audience Good morning, ladies and gentlemen Good morning, gentlemen Good afternoon, ladies and gentleman Good afternoon, everybody Introducing your subject I am going to talk today about. The pur

34、pose of my presentation is to introduce our new range of. Outlining your structure To start with Ill describe the progress made this year. Then Ill mention some of the problems weve encountered and how we overcame them. After that Ill consider the possibilities for further growth next year. Finally,

35、 Ill summarize my presentation (before concluding with some recommendations). Giving instructions about questions Do feel free to interrupt me if you have any questions. Ill try to answer all of your questions after the presentation. I plan to keep some time for questions after the presentation. vTh

36、e body is the real presentation. If the introduction was well prepared and delivered, you will now be in control. You will be relaxed and confident. The body should be well structured, divided up logically, with plenty of carefully spaced visuals. Usually, it is arranged by numbers: vFirstly/ first

37、step isvSecondly/ the second part is aboutvThirdly, vYou do not have to use numbers every time, but your presentation should be in certain order, either by time, space, or reasons vs. results.vYour language must be simple and clear, if you want your audience to understand your message.vUse short wor

38、ds and short sentences. Avoid using jargon, unless you are certain that your audience understands it. Use active verbs instead of passive verbs. Active verbs are much easier to understand and much more powerful. Consider these two sentences, which say the same thing: Toyota sold two million cars las

39、t year. Two million cars were sold by Toyota last year. vWhich is easier to understand? Which is more immediate? Which is more powerful?vLanguage Reference (see book)vUse the conclusion to: Sum up (Give recommendations if appropriate) Thank your audience Function Possible language Summing up To conc

40、lude,.In conclusion,.Now, to sum up.So let me summarise/recap what Ive said.Finally, may I remind you of some of the main points weve considered. Giving recommendations In conclusion, my recommendations are.I therefore suggest/propose/recommend the following strategy. Thanking your audience Many tha

41、nks for your attention.May I thank you all for being such an attentive audience. Function Possible language Summing up To conclude,.In conclusion,.Now, to sum up.So let me summarise/recap what Ive said.Finally, may I remind you of some of the main points weve considered. Giving recommendations In co

42、nclusion, my recommendations are.I therefore suggest/propose/recommend the following strategy. Thanking your audience Many thanks for your attention.May I thank you all for being such an attentive audience. Inviting questions Now Ill try to answer any questions you may have.Can I answer any question

43、s?Are there any questions?Do you have any questions?Are there any final questions?vQuestions are a good opportunity for you to interact with your audience. It may be helpful for you to try to predict what questions will be asked so that you can prepare your response in advance. You may wish to accep

44、t questions at any time during your presentation, or to keep a time for questions after your presentation. Normally, its your decision, and you should make it clear during the introduction. Be polite with all questioners, even if they ask difficult questions. They are showing interest in what you ha

45、ve to say and they deserve attention. Sometimes you can reformulate a question. Or answer the question with another question. Or even ask for comment from the rest of the audience.vSignpostingvTransitions vEvidencev10/20/30 Rulev10/20/30 Rule is a popular guideline to make a successful PowerPoint, w

46、hich refers to a technique to keep all presentations to less than 10 slides and no more than 20 minutes and a font size of at least 30. This principle is raised by Guy Kawasaki, a venture capitalist. He has listened to hundreds of people trying to pitch potential products to him. vRehearsalv1. Plan

47、to rehearse your presentation reading aloud. vAs a beginner, you might need to go through a presentation nine or ten times before you become comfortable. Later, after youve given several similar reports, youll find that you know pretty much what to do, but even the most experienced speaker should pl

48、an to rehearse a presentation at least three times. The first rehearsal will identify content that still needs to be developed or clarified. The second is to practice the revised speech for the first time. The third rehearsal will then give you a chance to polish your delivery.vIt is better that one

49、 of your rehearsals is in front of a really scary audience , like family, friends, partners, colleagues, classmates, and children. They will tell you quite plainly where you are going wrong - as well as providing you with the support that you need.v2. Rehearse against the clockvIf you have to give a

50、 presentation in a short period of time then try to practice your presentation against the clock. This is particularly true with something like the five minute job presentation. You can add in parts from the script or take them out to fit the time. Allow extra time in your presentation for questions

51、 and watch out for nerves - this could mean that you talk faster on the day. In the actual presentation you could take in a clock or take off your wrist watch and put it on the podium. This way you can see how the timings can develop.vDelivery vDelivery skills 1. Use natural gestures 2. Eye contact

52、3. Signaling 4. Pronunciation vGood afternoon. Today Id like to tell you about our latest product, the DC Autodialler. The DC Autodialler lets you record telephone numbers by speaking. It can also dial telephone numbers automatically. We expect it to be a very popular product.vFirst, Ill tell you th

53、e main features of the autodialler. Then Ill describe its physical characteristics. Finally, Ill explain how to see it.vThe Autodialler has four important features. It has a very sophisticated speech analyzer which allows it to record names and telephone numbers. It can recognize up to 5000 common N

54、orth American names. It has a large memory which lets you record up to 2500 names and telephone numbers. It has a 4-centimeter by 2-centimeter liquid crystal display which provides a sharp image. Ti uses lithium batteries which last for two year.vThe Autodialler is very compact. It measures 10 centimeters by 5 centimeters by 0.5 cen