Иностранный язык профессионального общения (английский язык). Учебное пособие

Questions: I´d be glad to answer any questions at the end of my talk. Please interrupt me if there’s something which needs clarifying. Otherwise there will be time for discussion at the end.

If you have any questions, please feel free to interrupt.

Main body

A well constructed main body of text will contain information supporting the development of the main ideas given in the introduction. The presenter should avoid including unnecessary text, but he or she may use a number of approaches, mainly well designed visuals, in order to help the audience comprehend the main ideas. The main body starts with the outline of the main parts:

I´ve divided my presentation into four parts/sections. They are… The subject can be looked at under the following headings: …. We can break the topic down into the following fields:

Firstly … Secondly …. Thirdly …. Finally….

First of all ….Then …. Next …. And then we come to …. Lastly/last of all ….

Introducing and closing the parts:

Part 1: Let´s start with … So that covers ….

Part 2: That brings me to …Let´s leave that here and turn to part 3 Presenters should repeat their key findings (using for example a different form of words):

1.tell the audience what you are going to say

2.say it

3.tell the audience what you have said

Ending

The conclusion should contain a summary of the data together with a comment on the importance of the findings. The main points of the presentation should again be stressed together with a recommendation for future research.

Possible structure and vocabulary: signal to end – summaryconclusion with recommending – closing – inviting to questions.

Signalling the end

That brings me to the end of my presentation. That completes my presentation.

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That covers all I wanted to say today. Before I stop/finish, let me just say …

Summarizing

I´ll briefly summarize the main ideas. Let me just run over the key points again. To sum up…

Concluding

In conclusion…

As you can see, there some very good reasons for… I´d like to leave you with the following idea/thought.

Recommending

So, I would suggest that we …

In my opinion, the only way forward is … I´d like to propose ….(more formal)

Closing

Thank you for your attention/listening.

I hope you have gained an insight into …

Inviting questions

I´d be glad/happy to (try and) answer any questions.

If you have any questions, I´d be pleased to answer them. I would welcome any comments/suggestions.

Some good advice: A noted speaker was asked his secret of success. "First," he said, "you write an exciting opening that will draw the attention of everyone in the room. Then you compose a dramatic summary and closing words that will leave the audience spellbound. Then," he advised," you put them as close together as possible.

Presentation Signpost Expressions Starting

Good morning/afternoon/evening (everyone, ladies and gentlemen, colleagues)

Thank you very much for inviting me to speak here today.

I am honored to have the opportunity to share our research with you here today.

I am happy to have this chance to speak to you (all) today about...

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Introducing topic

Today I’m going to talk about...

As you can see, I’m here today to talk to you about...

Explaining structure

(Especially important if the structure of your talk is a little different from normal, or you have a very long presentation with many parts).

I’ve divided my presentation into two/three/four/several parts.

First, I’ll explain XXX and then I’ll move onto talk about...

Showing respect for listener’s knowledge

As you may know, As you can see,

As you may be aware,

I know many of you are familiar with...

Many of you may have performed...

I am sure, you are all familiar with X’s work on

Moving from section to section

So let me start by... explaining the background So I’ll start with...

Right, so first...

Well moving onto...

Next I’ll talk about...

Right, was that clear? So I’ll move onto...

Well, what does this all mean? So what is the significance of this?

Let’s take a moment to look at a few other reports...

So what have other people said about this? OK, so what’s next...

Right, I’ll introduce/share our materials and methods.

So finally,

That brings us to my last point.

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Looking at visuals

Now let’s look at...

May I focus your attention on the table / chart/

figure

You’ll notice that...

OK so you can see a summary of our results

here...

Pls focus on the second row / the post

operative findings in patient 2

Underlining points:

Please remember that...

It’s important to remember that...

This is important/significant because...

You’re probably thinking that... and you’re right

/ but this would be a mistake...

Please notice that...

Note this point:

Referring backwards and forwards

You’ll remember I said...

Just to repeat what I said earlier,

As I mentioned earlier...

Do you remember I said...?

I’ll talk more about this later.

Don’t worry if this isn’t so clear now, I’ll explain

the details later...

More on this later on.

The details will come later.

Can I come back to this point?

Referring to study weaknesses

You may be able to see the weaknesses in

our study.

Of course our study cannot conclusively say

that...

We need to look at X in more detail and a

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further study with Y might confirm our findings.

Summarizing

OK, so in summary...

So where does this leave us? Well we need to:

We can agree that...

Our main point is that:

We have raised the following questions: Our study has proved that:

We believe our study presents conclusive proof that...

We believe our study raises many questions about...

We believe our study may be the first step in...

Finishing up:

I hope my rather rapid explanation was clear. Thank you very much for your attention. Thank you for listening.

Well that’s all from me today. It’s been a great pleasure to share this with you today.

Thank you very much.

Starting question-time

’ll be happy to answer questions...

If you have any questions, I’ll be happy to answer them.

Does anyone have any questions? OK, so question time! Anyone...?

Unfortunately we seem to have run out of time. If anyone has any questions, I’ll be happy to try to answer them privately.../ you can see my email address here...

Responding to tricky questions

Thank you... it’s a good question and one we

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are trying to address in our follow up studies. Ah yes. That occurred to us too. We tried to account for it by...

I’m afraid I have no idea! Perhaps we can look at that in more detail in a follow up study. Do you have any suggestions?

Let me check I understand you clearly. Do you mean...?

So do you mean...? So are you saying...? Could you repeat that?

I didn’t quite catch that...

I’m not sure I’m following you...

I’m afraid my English is failing me.

Ah... I’m afraid I don’t have that information with me now. If I can get your email address after this session, I’ll mail it to you.

ТЕКСТЫ ДЛЯ ДОПОЛНИТЕЛЬНОГО ЧТЕНИЯ

AIMS OF EXHIBITIONS

An exhibition for companies in a specific industry to showcase and demonstrate their new products and services. Generally trade shows are not open to the public and can only be attended by company representatives and members of the press. Also, an exhibition of businesses offering franchises and/or business opportunity packages for sale.

Trade shows are sponsored by trade associations for specific industries, and there are thousands of associations running shows every year. Generally trade shows aren't open to the public and can only be attended by company representatives and members of the press.

Exhibiting at a trade show is an excellent way to find customers to help your business grow. According to a study conducted by the Center for Exhibition Industry Research (CEIR), 86

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percent of show attendees were the decision-maker or influenced buying decisions, yet 85 percent had not been called on by a salesperson before the show.

Trade shows are also economical ways of getting sales. The CEIR reports that closing a sale that begins with contact at a trade show runs about half the cost of closing a sale that doesn't have the exhibition advantage: $550 and 1.4 sales calls compared to $997 and 3.6 sales calls.

One of the main benefits of visiting an exhibition is that trade shows are generally targeted at an industry and people involved or interested in that industry. Exhibiting at a trade show can be a great way to advertise to a target market and create brand awareness.

Exhibitions are open to a large and sometimes diverse range of audiences (usually the general public). This provides you with a platform to promote your product or service to a broader group that may have little or no knowledge of your products and services.

Depending on your type of business, product and market testing can be carried out at trade shows and exhibitions to gain industry or general opinion about your offering.

Being involved in a trade show or exhibition can provide you with opportunities to branch out to business-to-business trading and create a customer database from the visitors to your display booth.

HOW TO CONDUCT GOOD CUSTOMER VISITS Preparing for the visit

1.Send an advance letter of confirmation – with an agenda – so your customer knows why you're coming and can prepare.

2.Send small cross-functional teams. Two is enough – provided critical perspectives are represented. If design is a key issue, for example, be sure to send a design engineer. Insist that people commit to at least four visits – nothing is worse, says McQuarrie, than a senior person who makes a token visit then decides he or she is an expert.

3.Select customers according to a plan and visit at least a dozen. For most purposes, 30 is the maximum. You might want to push that to

45if you're including overseas visits. And if a large part of your business is overseas, it's a mistake not to do overseas visits.

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4.Don't keep going back to the same small group of favorite customers. You'll end up with terrific loyalty in a shrinking market. Talk to people who've left you. Talk to your competition's customers.

5.Interview people at each site who represent each stage of the purchasing decision.

6.Get support from local account management. Neglect to do it, and you might end up getting shunted to disgruntled customers, just to send you a message.

Conducting the Visit

7.Use a two-to-three page discussion guide in outline form. Three big no-nos: showing up and talking about whatever comes up, pulling out a questionnaire that you've worked out in advance, and starting with a presentation and then going with the flow.

8.Assign roles to team members. Let one person serve as moderator, another as listener and note taker.

9.Use open-ended questions. Closed-ended questions – those that call for yes/no or multiple-choice answers – are the mark of a rank amateur. You are after information that will surprise you – and them.

10.Don't ask customers to give solutions – get them to identify problems. Stifle your desire to talk about your product. Go for what interests them: their tasks, their business situation, their goals and plans. This is where you get the clues you need.

11.Don't talk too much and don't show off your expertise. Basic rule of thumb: let the customer do 75 % of the talking.

12.Probe deeper. McQuarrie says the number one mistake of beginners is the failure to ask follow up questions. Often it's on the fourth or fifth round that the amazing insights begin to pop up.

After the visit

13.Debrief immediately. You will be amazed at the cross-pollination that will emerge.

14.Highlight verbatim quotes in reports. Remember, customer visits are not good places to go for quantitative information. What you are after is a sense of the customer's world. It's a trip to another planet, says McQuarrie.

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15. Every team should draft a report, organized by theme. Nothing more useless than a blow-by-blow narrative of each visit. Go for an overall report that emphasizes the big news and underlying themes. Remember to include an explanation of your methods.

VISITING ONE OF THE VENDOR'S EXISTING

CUSTOMER SITES

One of the best methods for researching a vendor and its technology is to visit one of the vendor's existing customer sites. This visit will enable you to examine the solution firsthand and find out what the people using it think about it.

There are several benefits of using the vendor customer site visit research method. The following list provides an overview of these benefits:

·Seeing the product: It is very difficult to visualize a product without actually seeing it. By examining the product at a customer site, you can verify that the product exists and isn't what is often referred to as "vaporware." In addition, it provides you with a chance to see how usable the user interface is for the product.

·New ideas: You might get some good ideas from the vendor's customer (even ones that don't pertain to this acquisition). These can be especially beneficial if the company is similar to your company. There are usually several ways to address a business need. Visiting other companies with the same business need can provide you with new ideas about how to best address your business need.

·Vendor customer satisfaction: If you want to know how the vendor is to work with and whether customers are happy with its customer service, visiting the vendor's customers is one way to get this important feedback on the vendor's customer service.

·Vendor integrity: Visiting the vendor's customers enables you to find out whether the vendor lives up to its promises. Salespeople can make their company and product sound pretty attractive. Talking directly to the vendor's customers allows you to validate its claims and ensure that you are getting what you expect if you choose that particular vendor.

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·Experience: Certain information is only apparent after you have experience working with the vendor and its technology. Find out what others have to say about the vendor. Learn from their experiences. This can save you from making a bad decision based on false information or hollow promises.

·Decisions: Find out how other companies made their decisions. Why did they choose a particular vendor, and what was the deciding factor? Was it a close call or was one of the vendors the clear leader? What research methods did they use during their technology acquisition process? Did they use a competing product prior to using the current one? Knowing how other companies chose their vendors can help you understand what was important to them. Keep in mind that their business needs might be very different from yours.

·Differences: The vendor's reference companies might have uncovered major differences that you haven't yet uncovered. This is even more likely if the reference companies are experienced with the technology, and you are not. You might want to ask them what the key difference was between the vendors they had to choose from. Their answer to this question could open your eyes to something significant that you previously missed.

·Contacts: You might establish mutually beneficial relationships with the contacts you make during the reference calls. These can be valuable if the company is similar to your company.

There are also a number of drawbacks to using the vendor customer site visit research method. The following list discusses a few of these drawbacks:

·Time: It can take weeks to plan and conduct site visits to vendor customer sites. You should visit the same number of customer sites for each vendor in order to remain fair in your evaluation.

·Costs: It can be very costly to send several project team members to multiple vendor customer sites. However, if the technology solution is a large purchase, it may be wise to use

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