商業英語簡報教學分享

1. 103年度教育部職業學校外語群科中心學校 教師教學分享研習 How to make business presentations? 商業英語簡報教學分享 陳其芬 副教授 國立高雄第一科技大學 應用英語系 National Kaohsiung First University of Science & Technology 2014 年6月16日 / 10:40-12:10

2. Context Structure Language Delivery Visuals Before we start... • What are the differences between making presentations for classroom activities in school and making presentations for business at the workplace? • Who the presenter the audience • Why – the purpose • Where – the setting • What – the content • How – the style

3. What constitute a context? Institutional Roles Situation Roles Institutional Purposes

4. Analysis of the Context • What is your institutional role? • Who are you talking to? What is your relationship with the audience? • Where is the talk taking place? • What points are you trying to make? • Why are you talking to them? • How formal is the presentation? • How long is the presentation? • What sociocultural knowledge is needed? • participants • setting • topic / content • purpose • formality • time • culture

5. Analysis of language use • Is your choice of words appropriate in terms of the context and your professional field? • Politeness & persuasion • professionalism (field specific vocabulary) • What formulaic expressions can be used? • How do you open and close the presentation? • How do you structure the presentation? • How do you describe visuals? • How do you handle questions? • lexicon • speech acts • communicative patterns / moves • discourse structure

6. Required Knowledge & Skills

7. Look at the Checklist • Which parts do you think are more important than others? *Source: Comfort, J. (2002). Effective Presentations. Oxford University Press.

8. 1. The Audience • “The aim of a presentation is to get through to the audience – anything else is secondary.” *Frendo, E. (2005). How to teach business English. Pearson Education Limited. • Make sure what your role as a presenter is and who will be your audience. • Four stories to share: • a fund raising campaign for elders suffering from dementia • songs chosen for a job fair • a college admission interview • a learning software sales visit to a professor

9. 1. The Audience • Activities: 1) Introducing your school to - foreign teachers - students from other high schools 2) Introducing a hotel (e.g. the Grand Hotel) to - tourists - managers from other hotels

10. 2. The Purpose • “Tell your audience your destination – the reason they’re there to listen to you and the purpose of your presentation.” *Williams, E. J. (2008). Presentations in English. Macmillan Education. • to introduce your company • to sell a product • to make a proposal • to give a demonstration • Meeting the audience’s expectations is the most crucial for effective presentations.

11. 3. The Structure • A sales presentation: • building rapport (opening) • arousal of interest • a description of the problem that needs solving • a solution • advantages of this particular solution • a statement about what the audience has to do next (conclusion)

12. 4. The Language (1) • Signposting (linking words / phrases) • Sequencing / ordering • Giving reasons / causes • Contrasting • Comparing • Contradicting • Adding • Summarizing • Concluding • Highlighting • Digressing • Giving examples • Generalizing

13. A presentation script Hello. My name’s Leena Perttonen. I’m the marketing manager at AYT, and I’m going togive you a brief overview of our company. My aim is to outline the main reasons why you should consider AYT for your construction project. First, I’ll give you some general information about the company. Then I’ll talk about our international operations. And finally, I’ll point out the main reasons for our success. So, let me start with the company... Well, that was some general information about the company. Now I’ll move on to our international operations... And so to my final point: the reasons for our success. Well, firstly, there’s our expertise... Secondly, our quality standards are extremely high – as high as anywhere in the world... Thirdly, we have excellent project management and cost control... So, to sum up, I hope to have shown you that we are a well-established company, financially sound and a market leader in the home market. We also have strong international experience in several countries outside Finland. We offer the highest possible standard of construction together with excellent project management. These are the reasons why you should consider AYT for your construction project.

14. 4. The Language (2) • Rhetorical language • Tripling e.g. “Our computers are fast, reliable, and inexpensive” • Emphasizing e.g. “really, absolutely, extremely, incredibly” • Rhetorical questions e.g. “What does this mean? Let me tell you...” • Metaphors e.g. “The sales are like a second Christmas.” • Anecdotes

15. 4. The Language (3) • Parallel structure and consistent style * Dignen, B. (2007). Fifty ways to improve your presentation skills in English. Summertown Publishing.

16. Bad example Conclusion • AYT is a well-established company, financially sound, market leader in the home market. • Having strong international experience. • Offering the highest standard of construction with project management.

17. Conclusion Good example • AYT is • Well-established company • Financially sound & market leader • AYT has • Strong international experience • AYT offers • Highest standard of construction • Excellent project management

18. 4. The Language (4) • Convincing language (1) • Power words – The Yale 12 A Yale University study identified 12 words as the most powerful words in the English language. The Yale 12 discover(y) easy guarantee(d) health love money new proven results safety save you

19. 4. The Language (5) • Convincing language (2) • Use repetitions. • Avoid a tentative tone. Be careful with the use of possibility auxiliaries and phrases. • Speak with a positive tone. Use more positive words than negative words. *Do the activity on Convincing language (Example 2).

20. 4. The Language (6) • Tense and Time expressions • I fly to Japan this February. (?) • I wish we could work with each other. I hope we can work with each other. • If you buy this product, you’ll get a 20% discount. If the company movedto Shanghai, I would get another job. • I shouldn’t say that to him. I shouldn’t have said that to him. • The train maybe late for half an hour. The train may have been late for half an hour.

21. 4. The Language (7) • Numbers and approximations • 4,531 employees • 30.19 meters • $995 • 7.386% • 5.126 million • around 4,500 employees • just over 30 meters • close to $1,000 • approximately 7.4$ • roughly 5 million

22. 5. The Voice • Volume • Speed • Intonation • Stress and rhythm • Chunking and pausing

23. 6. The Body Language • Eye contact • Smile • Gestures • Powerful stance • Confidence and trustworthiness

24. 7. Visual Aids (1) • Design: simple and professional • Organization of the content • Color • Font type and font size • Words per line • Tables • Graphics • Effects

25. bar chart line graph pie chart 7. Visual Aids (2) Describing trends, charts, and graphs (1)

26. organigram flow chart 7. Visual Aids (3) Describing trends, charts, and graphs (2)

27. About AYT

28. Bad example International Experience • Outside Finland, more than 40 years’ experience of residential construction. • Having operations in Sweden, the Baltic States and Russia. • More than a quarter of AYT employees work outside Finland.

29. International Operations Good example • Over 40 years’ experiences of residential construction outside Finland • Sweden • The Baltic States • Russia • Over ¼ employees work outside Finland

30. Successful reasons What do we have?

31. 7. Visual Aids(4) • Ten top failings of slide management (Dignen, 2007) • Overloaded slides • Illegible and inconsistent text • Too many “seen before” cartoons and animation effects • Unclear or mismatched colors • Too many slides which are too similar to each other and too boring • Allowing the audience to see all the slide text at once – no transition effect • Reading word for word from a visual with no personal analysis or comment • Talking without looking at the audience • Standing in front of the screen so that you obscure the visual from the audience • Relying too much on PowerPoint to communicate the message

32. 8. Closing and Handling Questions • Closing = summary + reflection + recommendation (call for action) • 5 basic principles for ending a presentation effectively (Dignen, 2007) • Be short • Be consistent • Be clear • Be tailored • Be memorable

33. 8. Closing and Handling Questions • The RACER model for handling questions： (Dignen, 2007) R = Respond A = Answer C = Check E = Encourage R = Returnto presentation

34. Context Language Use: Information Exchange + Relationship Building Conclusions • Communication = Information Exchange + Relationship Building • How do business presentations differ from classroom presentations? - The context is different! Understanding of the Context is a must! • Every presenter has aninstitutional role. • Every presentation is for aninstitutional purpose.

35. Conclusions • "If there is any great secret of success in life, it lies in the ability to put yourself in the other's place and to see things from his point of view as well as your own." ~ Henry Ford Audience-based approach

36. Questions and Comments? Thank you! Chi-Fen Chen 陳其芬 National Kaohsiung First University of Science & Technology Email: emchen@nkfust.edu.tw