1、国际商务英语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 presente
2、d 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 categories:To
3、 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 shareholders meetin
4、gs,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,and meetings the presenter or
5、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,which are sometimes called transact
6、ional,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 often rewarded for their success at meeting
7、s 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-dinner speeches,are often designed to be ceremoni
8、al-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 respect for the organization and/or the product,as well as
9、 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 workers to buy into the new shares.vAn introductory presentati
10、on 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 an attempt to raise funds and recruit new volunteers.And the inform
11、ative 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 Presentations vInterviewsvProbably the single largest category of presentatio
12、ns 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 presentations can start out simply as first encounters-those one-on-one get-to-know-eac
13、h-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 sales team,and a multimedia show.But chances are,youll just schedule a follow-u
14、p 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 audience,and build rapport.vIn training sessions,presenters teach participants a variety
15、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 presentationsvIn many business situations,training is a captive situation in which the audience h
16、as 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 training sessions,participants are often the self-actualized types who are looking for fulfillment
17、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 goodwill oriented,and,of course,persuasive.vOften in the realm of public relations and marketing profess
18、ionals,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 good-guy,or as a good neighbor.In the end,however,most image-building work is tied to some kind of sales effort
19、-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 efforts.vImage-building presentations take many forms,running the gamut from simple,sincere speeches in a classroom to so
20、und-and-light multimedia shows in giant auditoriums.vHeres another far-reaching category.Political candidates may give motivational presentations to their volunteer staffers to keep their level of commitment high.Spiritual leaders,of course,give motivational talks or sermons.A superintendent of scho
21、ols 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 bring 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 vid
22、eos 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 charged tone.Motivational presenters must know what makes the audience tick and zero in on their hot buttons.They also must use high-ener
23、gy presenting tactics in order to capture the audiences attention for the entire message.vWhen a company spokesperson,political candidate,writer,artist,inventor,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 pr
24、esentation.vA job interview is yet another presentation form,one where the presenter should make an effort to identify her immediate audience(the interviewer),but also take great pains to know as much as possible about the larger audience(the company).vDetermine Your Purpose vAssess Your Audience vP
25、reparing 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 persuade.In an informative presentation,the audience learns about a new subject or learns something new about a familiar subject.In a persuasive presentat
26、ion,the speaker attempts to change the audiences attitudes or behaviors.vSizevDemographics vKnowledge LevelvMotivationvThe benefits of working 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 informati
27、on you learn about your audience(just add a quick note to your outline).If you lose your place during your presentation,you can easily see 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 presentatio
28、n,plus reference to your evidence.Here,we say reference to your evidence in stead of evidence,because an outline should be composed 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,y
29、ou reference the narrative with the words dog story.In This way,the broad organizational structure and key evidence is noted 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
30、directly in your outline,as well as any relevant source information.If you are afraid you might forget your transitions,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
31、 relatively fixed structure.Usually it is divided into four parts:Introduction body conclusion questionsvThe introduction 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 introdu
32、ction right.You should use the introduction to:welcome your audience introduce your subject outline the structure of your presentation give instructions about questions Function Possible language Welcoming your audience Good morning,ladies and gentlemen Good morning,gentlemen Good afternoon,ladies a
33、nd gentleman Good afternoon,everybody Introducing your subject I am going to talk today about.The purpose 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
34、 we overcame them.After that Ill consider the possibilities for further growth next year.Finally,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 questio
35、ns after the presentation.I plan to keep some time for questions after the presentation.vThe 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 ple
36、nty of carefully spaced visuals.Usually,it is arranged by numbers:vFirstly/first 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
37、clear,if you want your audience to understand your message.vUse short words 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 s
38、entences,which say the same thing:Toyota sold two million cars last 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
39、 your 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 conclusion,my recommendations are.I therefore suggest/propose/recommend
40、 the following strategy.Thanking your audience Many thanks 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
41、points weve considered.Giving recommendations In conclusion,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
42、questions you may have.Can I answer any questions?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
43、your response in advance.You may wish to accept 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.T
44、hey are showing interest in what you have 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 guidelin
45、e to make a successful PowerPoint,which 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 prod
46、ucts to him.vRehearsalv1.Plan 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 exper
47、ienced speaker should plan 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.v
48、It is better that one 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
49、 to give a 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 qu
50、estions 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
