Читай и обсуждай. Бизнес-курс английского языка. Учебное пособие

•Company you are going to work for

•Position

•Job description and job specification

•Your skills

•Your strengths and weaknesses

Reading 2

Task 1. Read and translate the article

The 20 People Skills You Need To SucceedAt Work1

Jacquelyn Smith

Doyouthinkyou’requalifiedforaparticularjob,fittoleadateam, or entitled to a promotion because you have extensive experience and highly developed technical skills? Well, it turns out that while those things are crucial to your professional success, it’s imperative that you also have great soft skills – more commonly known as “people skills”.

“Peopleskillsare,inshort,thevariousattributesandcompetencies that allow one to play well with others”, explains says David Parnell, a legal consultant, communication coach and author. “While on the surface these may be summed up by notions such as ‘likeability’, or having a ‘good personality’, when you start to look at what makes one ‘likable’, for instance, you’ve opened Pandora’s Box”. But more often than not, these attributes come in the form of effective, accurate and persuasive communication, he says.

Teri Hockett, chief executive of What’s For Work?, a career site for women, agrees. She says: “People skills come down to how people interact with each other, from a verbal and/or non-verbal perspective; they are non-technical in nature. When we think of people skills, words such as personality, empathy, and tonality come to mind”.

Having good people skills means maximizing effective and productive human interaction to everyone’s benefit, says Lynn Taylor, a national workplace expert and author of Tame Your Terrible Office Tyrant; How to Manage Childish Boss Behavior and Thrive in Your

1 http://www.forbes.com

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Job. “People want to connect on a humane level in the office; the alternative is a sterile environment with low productivity. So, the more you demonstrate these abilities, the faster your career will advance. It’s the ‘office diplomats’ with strong emotional intelligence who are most likely to be strong, effective corporate leaders. They realize that trusting relationships built on diplomacy and respect are at the heart of both individual success and corporate productivity. An ounce of people sensitivity is worth a pound of cure when it comes to daily human interaction and mitigating conflict. By developing these skills, you’ll reduce bad behavior in the office, and your positive approach will be contagious”.

Wisemanagersknowthattheyneedateamwithstrongpeopleskills, sheadds.“Giventhechoicebetweenasavvyjobcandidateor,similarly, an employee seeking promotion — the one with excellent people skills andlesstechnicalabilitywillusuallywintheprizeversustheconverse”. Having good people radar is harder to teach than technical skills, but is a requisite for long term, effective leadership, she says.

Here are 20 “people skills” and attributes you’ll need to succeed at work:

Theabilitytorelatetoothers.“Havingtheabilitytorelatetoothers and their position or viewpoint is crucial in business”, Hockett says. “By having a well-rounded personality and set of experiences, it’s usually possible to relate to almost anyone”. Sometimes being able to relate to others simply means that you’re willing to agree to disagree with mutual respect; letting them know you understand their position.

Strong communication skills. This is the most fundamental people skill because it encompasses your persona and ability to get along with other colleagues, persuade others to listen to your ideas, and much more, Taylor says. “If you have a gift for the spoken and written word, you will always put your best foot forward. Being articulate is highly prized in today’s workplace, when time is at a premium and technology requires constant communication”.

Parnellsaysarticulationisaveryimportant“peopleskill”.“Illusory transparency refers to the notion that as we speak to others, we believe that they are of the same mindset as us, and are processing things exactly as we would. Even if this were possible — which it’s not— it would be incredibly challenging because of semantic ambiguity”, he

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explains. “Universal quantifiers for instance — all, any, every, etc. – are systematic violations of accurate communication in that they are rarely true in a literal sense, and leave significant room for translation. Effectivecommunicatorsareverycarefultounderstandthesesystematic violations, and avoid them or accommodate them when necessary”.

Patience with others. “If you’re patient with others and can keep a level head in stressful situations, it will definitely be noticed by management and perceived as a very strong asset”, says Amy Hoover, presidentofTalentZoo.“Whenyourbossisforcedtodealwithasituation where people have lost their cool he or she will certainly remember the troublemakers when the next promotion comes available”.

The ability to trust others. You can only accelerate your career if you’re trustworthy. “Without it, you can’t get projects done or get cooperation”, Taylor says. “No one can operate in a vacuum for long”.

Knowing how and when to show empathy. “Having the ability to placeyourselfinsomeoneelse’sshoesisakeypeopleskill”,saysRyan Kahn, a career coach, founder of The Hired Group, star of MTV’s Hired! and author of Hired! The Guide for the Recent Grad. It allows us to create relationships with others, provides insights into people’s motives and allows us to predict responses.

“Offersupport,sympathyandfeedbackinyourdailybusinesslife”, Taylor suggests. “It will bring you positive emotional returns — part of ‘corporate karma”. If you contribute to a dehumanized company, both you and your employer will have limited growth potential, she says.

Hockett reminds us that things are not always black and white, and in order to have effective relationships with others we need to show compassion where appropriate. “In a perfect world there would be no hiccups, but life happens and knowing when to show compassion when others face challenges is important”.

Active listening skills. Hearing someone and actively listening to them are two different things, Hockett explains. Most people hear someone speak and start to form a response in their mind (or worse, starting talking) before the person finishes what they’re saying. “The key is to actively listen, which takes more time but produces better results. It means you listen without interruption and then take the time to think and form a response before replying. It takes practice, but it pays off”.

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Taylor says the axiom “we were given two ears and one mouth” speaks volumes. “Be a good listener and remain sensitive to the needs of your workers and boss. This people skill can be practiced; and once honed, you’ll see the difference in the positive reaction of those around you”.

Genuine interest in others. People know when you’re truly interested in them, Kahn says. “If you’re not showing a genuine interest — asking thoughtful questions and considering about their answers — your interaction can actually have an opposite effect to the one intended. Take care to remember names, dates and important life events”.

Flexibility. Being “likable” or having a “good personality” are highly contingent and context dependant attributes, Parnell explains. “Your prison-bound uncle’s personality may not be likeable at the Thanksgiving table, but it may serve him well once incarcerated. Supreme communicators have a keen ability to shift gears when the context calls for it, and a deep well of communication options to choose from. This way, they can respond accordingly to what the current situation requires”.

Taylor agrees. She adds: “If you can bend your own rules and beliefs, you are by definition a ‘good people person”.

Good judgment. Good judgment is a key people skill that comes directly from learning, listening to others and observing the world around you, Kahn says. “It allows you to wisely select friends and associates, determine reactions and responses, and make sound decisions”.

Parnell adds: “Pay attention to your gut — it often has something valuable to say”.

The ability to persuade others. There’s a good chance that at some point in your career you’ll have to sell others on your ideas, products or services. Whether you’re up for a promotion, pitching a project, or selling clothing in a retail store, you need to be able to form a strong, convincing argument for why you, or your products, are the very best, or the “right” one.

Negotiation skills. Good negotiating skills are beneficial with both internal and external discussions, Hoover says. “Internally, job offers and salary discussions greatly benefit from solid negotiating,

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as well as when it’s time to pitch a new idea or sway coworkers to your way of thinking. Externally, both vendors and customers often require negotiations and you can really become the hero when you are successful in either scenario”.

The ability to keep an open mind. “To create trust and respect in others, people need to know that their point of view and feedback will be considered and used”, Kahn says. Being known as someone who keeps an open mind also makes you more approachable and easier to work with.

A great sense of humor. “Who doesn’t enjoy laughing? It’s ‘the great diffuser’ of tension and conflict. If you can jam the system of tension or routine with levity, you will thrive in your job”,Taylor says. “It was once said that ‘nobody ever died of laughter,’ and if you can retain some lightheartedness in your job, you’re likely to get more air time during meetings and overall”.

Knowing your audience. Knowing what, how, and when to say things to others is critical. For example, if someone just loss their job, it’s probably not a good idea to talk about your promotion. This seems trivial, but it’s one of the primary reasons why people encounter communication breakdowns with each other, Hockett explains.

Honesty. The saying, “honesty is the best policy” is not only true, it’s essential in building trust among your colleagues, Taylor says. “Once you lose it, it’s almost impossible to regain.

Kahn agrees and says people want to work with those that they know they can trust. “Honesty is the foundation of any relationship, particularly in business”.

Awareness of body language. The importance of body language cannot be emphasized enough, since it makes up the majority of how we communicate with others. “The reality is, we’re communicating with people all the time even when we’re not speaking. Being mindful of what our gestures, expressions, voice, and appearance are communicating can greatly help or harm our people skills”, Hockett says.

Proactive problem solving. Work is a series of problem solving situations, but if you’re proactive, you’ll take the pressure off your boss and colleagues, Taylor says. This is a great people skill to have in the workplace.

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UNIT 7. WAYS OF SELLING

Lead-in

Task 1.Answer the following questions.

1.What do you understand by the term “convenience stores”? In what ways are they convenient?

2.Do you usually shop at the supermarket, or do you prefer to use the local corner shop/general store? What are the differences in terms of price, convenience, service, quality and variety of produce and opening hours?

3.How has the rise of supermarkets affected smaller local shops?

4.Have hypermarkets and shopping malls destroyed people’s sense of community?

Task 2. Paraphrase the following statement. Do you agree with it?

Why? Why not?

Advances in technology, like the Internet, have helped make retailing an even more challenging and exciting field in recent years.

Reading 1

Task 1. Skim the article. For statements 1–10 choose the answers A–J.

1.It combines selling products with good customer service.

2.It allows to sell services or products through commercials on the Internet.

3.It is a good way to improve sales.

4.It is time-consuming.

5.Customers don’t have to battle crowds of people.

6. Many people like this way of selling because products are arranged by department.

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7.It is the perfect sales venue forcustomers.

8.It helps to generate sales.

9.It allows to create networks of customers.

10.It encourages customers to buy.

A.Upselling

B.Direct-sales marketing

C.Upgrading

D.Bundle Selling

E.Internet sales

F.Catalog Sales G Fairs and Expos

H.Store Displays

I.Home Parties

J.Events

Task 2. Translate the article into Russian.

10 Ways to Sell a Product1 by Monica Patrick, Demand Media

Top salespeople understand the importance of selling products in multiple venues. Small businesses have many potential avenues for sales;miningforcustomershasbecomesubstantiallyeasier.Runyour business on a successful sales track by getting your product before customers in 10 effective ways.

Upselling is a good way to sell products to customers who are currently purchasing. With this method, no extra work, like finding a customer or cold calling, is necessary. Customers calling into your ordering department or visiting your store are your targets. For example, a customer wants to purchase XY product for $29. The salesperson informs the customer that the XYZ product for $39 has more features and a longer warranty. Upselling is easy because it combines selling products with good customer service.

1 http://smallbusiness.chron.com/10-ways-sell-product-23785.html

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Direct-sales marketing can be expensive but effective. Sell your services or products through commercials on the Internet or local television channels. When customers see products they want to purchase, they call the contact number or visit the web store to make their immediate purchase.

Upgrading. Offering clients upgrades is a good way to improve sales and improve customer care. Make a courtesy call to current clients to inform them of upgrades. As a reward for their customer loyalty, offer them a discount for making an immediate purchase.

Bundle Selling. Selling one product at a time can make reaching sales goals time-consuming, even impossible. Instead of giving clients one product, bundle products. For example, pitch the entire skin care set rather than just a cleanser or moisturizer. You can always step down the sale if clients don’t want a bundle.

Internet sales through a reliable, secure website provides greater sales. Also, clients like web shopping because it is convenient and they don’t have to battle crowds of people. Create an online catalog of the company’s products with good descriptions, including prices, for each one. Some companies offer a discount for Internet customers; don’t forget to budget for shipping.

Manypeoplelikebuyingfromcatalogs.Youshouldsendcustomers a printed catalog featuring limited edition and regular products. Arrange the products by department or place seasonal products at the front of the catalog to capture holiday shoppers.

If you like meeting people and holding demonstrations, fairs and expos are the perfect sales venue for you. You’ll need to plan and pay for your product space. Spend some time making an inviting product display and be available to answer questions. Fairs and shows are often seasonal, so sales in this area may be limited.

Smallbusinessesthathavestorespaceshouldusestoredisplays to generate sales. Many manufacturers offer sales kits that feature posters, stands and colorful banners. Arrange attractive shelving at eye level to make put your products in the customer’s line of sight. Keep a well-stocked, tidy store for your customers to shop and buy.

Selling via home party is a method many small-business owners use. Business owners book home parties as venues for

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showing products, giving samples and taking orders. Home parties create networks of customers who buy products in a casual, relaxed atmosphere. Some franchises don’t allow franchisees to sell products in stores or fairs, making this method almost necessary for success.

Annual, quarterly and monthly events will maintain an excitement levelatyourbusinessthatwillencouragecustomerstobuy.Buildsales activity by holding special events like grand openings, sales events, charity days and holiday shows. In-store fashion shows, focus groups and sample days are also good ways to sell products.

Task 3. Explain the meaning of the words and phrases in bold.

Task 4.Answer the questions.

1.What is the difference between upselling and upgrading?

2.Why is direct-sales marketing effective?

3.What is bundle selling?

4.Why do clients like web shopping?

5.Why do people like buying from catalogs?

6.Why are fairs and expos the perfect sales venue?

7.What is selling via home party?

8.Why do annual, quarterly and monthly events encourage customers to buy?

Language Focus

Task 1. Complete the passage using the following words and phrases:

differ from, family, retailer, low-cost goods, customers, internet, brand, specialty stores, supermarkets, self-service store

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